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PROJECT REPORT
ON
CONTENTS OF THE PROJECT:
Acknowledgement
Executive Summary
Objective of the Study
Quick Service restaurant in India
Key drivers in Indian quick service restaurants
History
Introduction
Strategies taken by Dominos
Service Blueprint of Dominos
7Ps of Dominos
Flower of Services of Dominos
Service marketing triangle of Dominos
Methodology of conducting Primary survey
Analysis of the Survey
Suggestions & Conclusion
Appendix: Questionnaire
ACKNOWLEDGEMENT
The satisfaction and euphoria that accompany the successful completion of any
task would be incomplete without mentioning the name of the people whose
constant guidance and encouragement has crowned all our efforts with success.
As the students of the IILM-GSM, we would like to express our sincere thanks to
Mrs. Tripti Ghosh, who helped and guided us to structure the project.
EXECUTIVE SUMMARY
This report is based on services offered by dominos and also to test the quality of
service dimensions of Dominos. India's quick service restaurant market worth $13
billion is growing 25-30 percent a year on the back of changing and busy lifestyle,
fast emerging middle class population and surging disposable income, the industry
will continue to grow at a pace in coming years. It now accounts for roughly half
of all restaurant revenues in the developed countries and continues to expand there
and in many other industrial countries in the coming years. But some of the most
rapid growth is occurring in the developing world; where it's radically changing the
way people eat. Domino's Pizza India Ltd. has proceeded to become one of the
largest and fastest growing international food chains in South Asia. The first
Domino's Pizza store in India opened in January 1996, at New Delhi. Today,
Domino's Pizza India has grown into a countrywide network around 411 outlets in
95 cities
This report provides extensive research and rational analysis about service
concept of Dominos. and evaluation of current service marketing mix and
evaluation of customer gaps in different service quality dimensions.
.
OBJECTIVES OF THE STUDY
To find out the customer gap , i.e., what customers expect
from company on various parameters and what they
actually perceive.
To find out the motivational factor which insist customers
to choose Dominos.
To understand general spending habit of consumers
To understand important satisfaction factors
The Comparison of expenditure done by the consumers on
eating out and on Dominos.
To know the various factors or services where Dominos is
supposed to work hard in order to improve the overall
experience of the customers.
QUICK-SERVICE RESTAURANT INDUSTRY IN INDIA
QSR or fast food concept was introduced in India about a decade and a half ago
when American brands like McDonalds, KFC, Dominos Pizza and Pizza Hut
entered into the Indian market. These brands have undergone the initial challenge
of charting the new territory and today have not only found acceptance but are part
and parcel of Indian consumers dining habits. The brands which have recently
entered in India are Quiznos and Dunkin Donut. Now, more of the American
brands like Dennys, Pollo Tropical, Applebees and Johnny Rockets are ready to
take plunge in Indian QSR market. India's quick service restaurant market worth
$13 billion is growing 25-30 percent a year on the back of a generation of young
and increasingly wealthy consumers with an appetite for western tastes. In the past,
most of the multinational food brands have opted for franchise model to enter and
or grow their footprint in India and the trend has only increased over the years
because now more and more franchisees observe corporate-like culture and high
professional standards leading to enhanced profitability. At present the market size
and growth projection between organized and unorganized food retailing industry
stands as follows:
84%
16%
UNORGANIZED
ORGANIZED 55% 45% UNORGANIZED
ORGANIZED
KEY DRIVERS IN INDIAN QUICK SERVICE RESTAURANTS
LOW PENETRATION OF MODERN RESTAURANT OUTLETS
India and the rest of South Asia have a low penetration of modern restaurants
compared to more developed markets. Most developed markets have more than 0.5
outlets per 1,000 people Japan has 1.1, Canada has 1.0 and the US has 0.7 while
the penetration in most South Asian countries is equal to (as in Indias case) 0.2.
This represents a growth opportunity for Jubilant Foods Works (JFL) in India
where competition and the entrance of new players via franchises have intensified
over the years.
ATTRACTIVE DEMOGRAPHICS
India enjoys attractive demographics in terms of population growth, a large
younger base (the under-25 age group represents close to 54% of the total
population). Growing income levels and increase in purchasing power has led to a
higher spending capacity which provides a huge opportunity for penetration for the
food services sector
RISING URBANIZATION
Ordering in or eating out is more prevalent in the cities and towns than in the
rural areas. The average spends on ordering in the Tier 1 or Tier 2 towns is
double the average spends in the Tier 3 towns.
CHANGING FOOD HABITS AND EATING OUT CULTURE
Increased individual incomes and growth in middle class has impacted greater
demand for convenience foods. Eating out or ordering in meals for consumption at
home has become a popular trend. According to the Technopak Report 2009,
ordering in or bringing in meals from restaurants is a fairly common practice, with
two out of three households in India having done so in one month. In fact, most
who have ordered in or brought food from outside have done it multiple times.
STILL LOW SHARE OF THE MARKET FOR FOOD & BEVERAGES
CONSUMED AWAY FROM HOME
Only 2% of monthly expenditure on food bought from outside or ordered-in by
households in India is spent on pizzas and pastas on a monthly basis. There is a
clear opportunities for QSR players like JFL to encourage eating out, given the low
base in India. Food and drinks consumed outside the home (restaurants, street
stands) represent only 19% of total food and drinks spending.
HISTORY
Like most corporate success stories, Domino's started out small - with just one
store in 1960. Domino's Pizza originated as a small pizza store owned by
Dominick Di Varti at the Michigan University campus in the US under the name
'Dominick's Pizza'. The pizza store was bought by two brothers who were
students at the University, Thomas S. Monaghan (Tom) and James S. Monaghan
(James) in 1960.It was re-christened Domino's Pizza in 1965.
INTRODUCTION
Dominos vision: Exceptional people on a mission, to be the best pizza delivery
company in the world.
Jubilant Food Works Ltd. (formerly Domino's Pizza India Ltd) was incorporated in
March 1995 as the master franchisee for South Asia Pacific, of Domino's Pizza
International Inc., of USA. Moreover, the company holds the master franchisee
rights for Sri Lanka and Bangladesh through its wholly owned subsidiary. Mr.
Shyam S.Bhartia and Mr. Hari S. Bhartia of the Jubilant Group are the promoters
of the company. Since inception, Domino's Pizza India Ltd. has proceeded to
become one of the largest and fastest growing international food chains in South
Asia. The first Domino's Pizza store in India opened in January 1996, at New
Delhi. Today, Domino's Pizza India has grown into a countrywide network around
411 outlets in 95 cities.
STRATEGIES
POSITIONING WAR
When Domino's entered the Indian market, the concept of home delivery was still
in its nascent stages. It existed only in some major cities and was restricted to
delivery by the friendly neighbourhood fast food outlets. Eating out at 'branded'
restaurants was more prevalent.
GOING PLACES
Dominos has selected their store locations wisely with focus on shopping malls,
multiplex complexes, metro stations, highways, offices spaces not only in Tier-1
but has also extended their foot print in Tier-2 and Tier-3 cities reaching out to a
larger consumer base.
LOCALIZING THE MENU
Since its entry into India, Domino's introduced new toppings for Pizzas to cater to
the local tastes. Different flavours were introduced to cater to local population.
BRAND BUILDING THROUGH ADVERTISING
Domino's and Pizza Hut initially restricted their ad strategy to banners, hoardings
and specific promotions. In August 2000, Domino's launched the
'Hungry Kya? (Are You Hungry)' sequence of advertisements on television. In
2009 Dominos rolled out a new campaign 'Khushiyon ki Home Delivery', to
promote the home delivery service of its latest offering. The campaign has been
created by Contract Advertising and positions the home delivery of pizza and pasta
as a very convenient service.
PRICING AND PROMOTION WARS
Through its 'Fun Meal for 4 pack the Dominos Pizza India offers four pizzas at
the rate starting at Rs 156. This has helped the speciality food franchise to enhance
the strength of its customer base. Domino's has introduced price cuts, discounts to
attract the customers. They offer comeback value to their customer.
SERVICE BLUEPRINT OF DOMINOS:
7 PS OF DOMINOS
PRODUCT & PRICE
The very brand name Dominos adds value to the products available in the
store. The quality and the hygiene of the pizzas and the other add-ons are taken
care of by the company or the franchisees by way of training to the employees.
Dominos also takes pride on the innovation of many new products and ideas.
Some of these are as follows
Double Decadence:
Dominos launched the first Double Decker pizza in the UK. Dominos
Double Decadence is created when two thin and crispy dough bases are
sandwiched together with a layer of creamy cheese and herb sauce. The pizza is
then topped with vine ripened tomato sauce, mozzarella cheese and the customers;
choice of toppings.
Virtual Store:
To make take home pizza ordering more convenient for the customers,
Dominos has designed an online service which features the customers favorites
and also the customers can order for pizzas by text message via mobile phones and
orders can be placed online. When the order online option is selected, the customer
is taken to the order form. And the customers has to enter the postcode of the
delivery address and then other delivery details like the phone number and e-mail
address has to be entered. Then the customer is taken to another page the best
part of the process pizza. The customer can select the pizza and the size of it and
also the customer has the option to create his/her own pizza and then pay for the
food either online using a debit or a credit card or to opt for paying the amount to
the person who delivers the pizza.
Dominos Heat wave Bag:
Dominos Heat wave hot bag was introduced in the year 1998. The Hot
bags contain a heating mechanism that is warmed by using electromagnetic energy.
This technology keeps the pizza oven-hot during the delivery.
General perception prevails that pizza prices are expensive and cannot be afforded
by many, but Dominos pizza prices will make you think twice about that
statement. Dominos also provide lots of offers and deals that give your much
discounted pizza prices.
First off, customers can get Pizza mania pizzas for prices as low as Rs. 39/- which
no other pizza chain offers in the country. The regular size Simply Veg pizzas start
from Rs. 60/- onwards and they have pizzas up to around Rs. 400/- Dominos
caters to all price ranges so that customers can always find a pizza price that fits
their pocket.
Pizza Price List
Simply Veg Pizza Prices
Regular pizza price Rs. 60/-
Medium pizza price Rs. 120/-
Large pizza price Rs. 230/-
Cheese Burst pizza price Rs. 190/-
Simply Non Veg pizza prices
Regular: Rs. 95/-
Medium: Rs. 190/-
Large: Rs. 330/-
Cheese burst: Rs. 260/-
Veg pizza prices
Regular: Rs. 95/-
Medium: Rs. 190/-
Large: Rs. 330/-
Cheese burst: Rs. 260/-
Non Veg pizza prices:
Regular: Rs. 125/-
Medium: Rs. 225/-
Large: Rs. 375/-
Cheese Burst: Rs. 295/-
Veg II pizza prices
Regular: Rs. 125/-
Medium: Rs. 225/-
Large: Rs. 375/-
Cheese Burst: Rs. 295/-
Non Veg II pizza prices
Regular: Rs. 150/-
Medium: Rs. 275/-
Large: Rs. 415/-
Cheese Burst: Rs. 345/-
Feast Pizza Prices:
Rs. 35/- (regular), Rs. 45/- (medium) or Rs.55/- (Large) more than the normal Veg
II/Non Veg II pizzas
Prices of Side Orders:
Garlic breadsticks: Rs. 50/-
Soft drinks (600 ml): Rs. 30/-
Chicken Wings: Rs. 80/-
Choco Lava Cake: Rs. 45/-
Butterscotch Mousse Cake: Rs. 59/
PLACE
Dominos Pizza stores are established in almost 50 countries and they have got
more than 8,000 stores worldwide. The Dominos stores are centrally located and
in a manner convenient for the people to walk in and also convenient for the
deliverers to do their job. The distribution channel followed by the company is
mostly through takeaways, telephone ordering, SMS and online ordering. The
pizzas are delivered by way of scooters at their door step. In order to maintain the
quality of the pizzas, they are carried in a heat wave bag so that they can deliver
hot and tasty pizzas to their customers
PROMOTION
Pizza order discount: Dominos offers its customers a number of discount
and other promotions on purchasing Dominos pizza.
A customer walked out of a Florida Dominos store with a $10,000 cheque
for having bought the Gotham City Pizza and the promotion was called The
Dark Knight Deal.
The Dark Knight Deal also allows the customers to win Xbox 360 and other
gaming consoles.
Dominos pizza has introduced a new value meal called the 444 deal. This
444 value deal contains three ten-inch pizzas with one topping for $4 each
with a minimum number of three orders.
Dominos also allows its customers to play games by the time their food
arrives. There are actually two games asteroids and slide puzzle to play
Dominos start providing coke/fanta/sprite.
Dominos started pizzas mania which start from Rs 35 and we get the toping according to our choice.
Web coupons available at web site www.dominos.co.in Discounting coupons are being provided with every item purchased. Suggesting selling at a discounted price New schemes at regular interval of time according to the taste of the
INDIAN customer
PEOPLE
Recruiting young, enthusiastic and dedicated employees.
Appropriately trained for delivering the service.
Personality development and grooming sessions.
Provide them with various facilities such as medical help, consultation,
traveling facilities, perks and bonuses
Team members are recognized and rewarded based on ability and merit for
their contributions
PROCESS
Self service system.
Hungry hotline facility.
Keep in mind the health and hygiene.
Dominos Pizza India also boasts about its commitment to serve its
customers on time by implementing the 30 MINUTES OR FREE service
commitment.
Domino's constantly strives to develop products that suit the tastes of its
customers,
Domino's believes strongly in the strategy of 'Think local and act regional'.
PHYSICAL EVIDENCE
Logo
Sample parking space.
Good infrastructure.
Use of modern technology equipments.
Clean and friendly services.
SERVICES MARKETING TRIANGLE
Company
Internal marketing External marketing
Employee Customer
Interactive Marketing
INTERNAL MARKETING
Young and enthusiastic team.
Dominos vision.
Bonus scheme incorporating profit.
Whats up Dominos session
EXTERNAL MARKETING
Home delivery specialist.
Dominos bring out the 'WOW' effect.
Dominos serve its customers on time.
Every order is hand-made.
INTERACTIVE MARKETING
Dominos promises their customers safe n friendly service with fre
e home delivery.
Dominos heat wave.
Dominos Pizza strives to be the best pizza delivery company in the world.
Delivers more than just hot pizzas.
METHODOLOGY
QUESTIONNAIRE DESIGN
The questionnaire designed was in the form of online form, in which closed-ended
questions were used. Some questions were having the options which were Nominal
in nature and some questions were having the options which were Interval or Scale
in nature.
Data Sources:
The process of data collection for this study was entirely primary.
Research Approach:
The approach was in the form of a online survey of the respondents. As this was an
online survey, so other relevant hidden information such as why, why not etc.,
could not be received by the respondents.
Sample Size:
The sample size taken for this study is only 31[24 male and 7 female]
Sampling technique:
Convenient sampling
Contact method:
Mailing the online form to many of the people, whose contacts in our E-MAIL ids.
And apart from this the questionnaire link was floated on the facebook.
ANALYSIS
MONTHLY SPENDING EATING OUT
1. More then half (66.67%) of the people spending Rs100-300 on eating out
spends less then RS 100 on dominos.
2. Large group of people (83.33%) spending Rs.300-600 on eating out spend
100-300 on dominos
3. The people spending Rs600-900 on eating out are divided equally in the
categories less then 100, 100-300 and 300-500.
4. The people spending 900 and above spends on dominos in every above
mentioned denominations (less then 100, 100-300, 300-500,500 and above)
5. The no. of people spending less the 100 is more as compared to others
.
ONLINE ORDERING
Out of the total respondents 67.74% did not make orders online because of the
following reasons:-
1. Lack of awareness among the customers about the online order system of
dominos.
2. As placing order online required connectivity of internet and a computer so
it is not always available to the customer.
3. Telephone ordering is more convenient then internet.
MOTIVATIONAL FACTORS BEHIND CHOOSING DOMINOS
1. For Large group of respondents (41.94%) service quality is one of the major
motivation factors. The good thing about dominos service is there timely
delivery that is in just 30 min and simultaneously the quality they deliver is
also good.
2. 29.03% of the respondents answered price as the motivation factor behind
choosing dominos as the prices of the dominos product is comparatively
less. This also includes the prices of pizza mania which costs only Rs 39 per
pizza and can be affordable by each and every customer visiting dominos.
Very less no of people answered ambiance as the motivation factor because the
ambiance of dominos outlets is not that much good and attractive.
OVERALL SATISFACTION--REGRESSION ANALYSIS
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
95.0% Confidence
Interval for B
B Std. Error Beta
Lower
Bound
Upper
Bound
1 (Constant) 5.082 1.280 3.971 .001 2.428 7.737
FACTOR-Food Taste -.139 .197 -.174 -.705 .488 -.548 .270
FACTOR- Quality .307 .240 .351 1.278 .214 -.191 .805
FACTOR-Ambience -.319 .277 -.304 -1.150 .262 -.894 .256
FACTOR-Brand
Image
.109 .286 .088 .381 .707 -.484 .703
FACTOR-Staff
Behavior
-.287 .184 -.342 -1.559 .133 -.668 .095
FACTOR-Price -.015 .163 -.021 -.094 .926 -.354 .323
FACTOR-Delivery
Time
.067 .222 .080 .301 .766 -.394 .528
FACTOR-Discounts
Given
-.144 .145 -.215 -.988 .334 -.445 .158
a. Dependent Variable: overall_satisfaction
OVERALL SATISFACTION
=5.082-0.139*FOOD TASTE+0.307*QUALITY-0.319*AMBIENCE
+0.109*BRAND IMAGE-0.287*STAFF BEHAVIOR-0.015*PRICE
+0.067*DELIVERY TIME-0.144*DISCOUNTS
FOOD TASTE - The coefficient for FOOD TASTE is -0.139. So for every unit
increase in FOOD TASTE, a 0.139 unit decrease in OVERALL
SATISFACTION is predicted, holding all other variables constant.
QUALITY- The coefficient for QUALITY is 0.307. So for every unit increase in
QUALITY, a 0.307 unit increase in OVERALL SATISFACTION is predicted,
holding all other variables constant.
AMBIENCE-The coefficient for AMBIENCE is -0.319. So for every unit
increase in AMBIENCE, a 0.319 unit decrease in OVERALL SATISFACTION
is predicted, holding all other variables constant.
BRANDIMAGE- The coefficient for BRAND IMAGE is 0.109. So for every
unit increase in BRAND IMAGE, a 0.109 unit increase in OVERALL
SATISFACTION is predicted, holding all other variables constant.
STAFF BEHAVIOR-The coefficient for STAFF BEHAVIOR is -0.287. So for
every unit increase in STAFF BEHAVIOR, a 0.287 unit decrease in OVERALL
SATISFACTION is predicted, holding all other variables constant.
PRICE-The coefficient for PRICE is -0.015. So for every unit increase in
PRICE, a 0.015 unit decrease in OVERALL SATISFACTION is predicted,
holding all other variables constant.
DELIVERY TIME-The coefficient for DELIVERY TIME is 0.067. So for
every unit increase in AMBIENCE, a 0.067 unit increase in DELIVERY TIME
is predicted, holding all other variables constant.
DISCOUNTS-The coefficient for DISCOUNTS is -0.144. So for every unit
increase in DISCOUNTS, a 0.144 unit decrease in OVERALL SATISFACTION
is predicted, holding all other variables constant.
SIGNIFICANCE VALUE:
The coefficients of all the variable are less than 0.05[95% confidence interval]
So all the coefficients are not significantly different from 0.
From the above analysis it is clear that Quality, Brand image and Delivery time has
positive impact in overall satisfaction of consumers. Dominos should maintain the current performance level in those factors. But other factors have an negative
impact on overall performance. So Dominos should work upon on those factors.
SERVICE QUALITY ANALYSIS
SERVIVE QUALITY DIMENSION OF DOMINOS-RELIABILITY
RELIABILITY- CONSISTENCY IN PERFORMANCE
FACTORS :
I. WHAT DOMINO'S PROMISES-30 MINUTES DELIVERY. IT DOES SO?
II. DOMINO'S PIZZA ITEMS HAVE AN EXCELLENT QUALITY?
Consistency Analysis of factors by SPSS:
For expectation- . CRONBACH'S ALPHA= 0.83>0.7, Which indicates high overall internal consistency among the 2 factors representing
reliability.
Service Quality
Attributes
Reliability
Assurance
Tangibles Empathy
Responsive- ness
For perception- . CRONBACH'S ALPHA= 0.72>0.7, Which indicates high overall internal consistency among the 2 factors representing
reliability.
Paired Samples Statistics
Mean N Std. Deviation Std. Error Mean
Pair 1 RELIABILITY[EXPECTED] 4.855 31 .2644 .0475
RELIABILITY[PERCEIVED] 3.548 31 .6874 .1235
So the customer gap=customer expectation on reliability dimension-customer
perception on reliability dimension=1.3065
In this case null hypothesis was there is no significant difference between
reliability[expected] and reliability[perceived].
But the significance value=00.7, Which indicates high overall internal consistency among the 3 factors representing
responsiveness.
For perception- . CRONBACH'S ALPHA= 0.72>0.7, Which indicates high overall internal consistency among the 3 factors representing
responsiveness.
Paired Samples Statistics
Mean N Std. Deviation Std. Error Mean
Pair 1 RESPONSIVENESS[EXPECT
ED]
4.403 31 .4145 .0744
RESPONSIVENESS[PERCEI
VED]
3.731 31 .6066 .1089
Paired Samples Test
Paired Differences
t df
Sig. (2-
tailed) Mean
Std.
Deviation
Std.
Error
Mean
95% Confidence
Interval of the
Difference
Lower Upper
Pair
1
RESPONSIVENESS[EXPECTED]
-
RESPONSIVENESS[PERCEIVED]
.6720 .6865 .1233 .4202 .9238 5.451 30 .000
So the customer gap=customer expectation on responsiveness dimension-customer
perception on responsiveness dimension=0.6720
In this case null hypothesis was there is no significant difference between
responsiveness[expected] and responsiveness[perceived].
But the significance value=00.7, Which indicates high overall internal consistency among the 2 factors representing
assurance.
Paired Samples Statistics
Mean N Std. Deviation Std. Error Mean
Pair 1 ASSURANCE[EXPECTED] 4.516 31 .5984 .1075
ASSURANCE[PERCEIVED] 3.484 31 .5550 .0997
So the customer gap=customer expectation on assurance dimension-customer
perception on assurance dimension=1.0323
In this case null hypothesis was there is no significant difference between
assurance[expected] and assurance[perceived].
But the significance value=00.7, Which indicates high overall internal consistency among the 2 factors representing
empathy.
Paired Samples Statistics
Mean N Std. Deviation Std. Error Mean
Pair 1 EMPATHY[EXPECTED] 4.694 31 .4218 .0758
EMPATHY[PERCEIVED] 3.371 31 .7413 .1331
So the customer gap=customer expectation on empathy dimension-customer
perception on empathy dimension=1.3226
In this case null hypothesis was there is no significant difference between
empathy[expected] and empathy[perceived].
But the significance value=00.7, Which indicates high overall internal consistency among the 6 factors representing
tangible.
Paired Samples Statistics
Mean N Std. Deviation Std. Error Mean
Pair 1 TANGIBILITY[EXPECTED] 4.624 31 .3495 .0628
TANGIBILITY[PERCEIVED] 3.581 31 .5390 .0968
So the customer gap=customer expectation on tangible dimension-customer
perception on tangible dimension=1.0430
In this case null hypothesis was there is no significant difference between
tangible[expected] and tangible[perceived].
But the significance value=0
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