This document contains an agenda and details for a group project on Domino's Pizza. It discusses Domino's operations in India, how it segments customers geographically, demographically, and psychographically. It also discusses Domino's brand positioning over time, motivation theories and how they relate to purchasing decisions. The document outlines a plan to analyze a questionnaire on Domino's customers and make recommendations to improve the brand.

1. Domino’s Pizza
Yeh hai rishton ka time
Anirudh Jindal 22
Shriram R S 37
Keerthi Ram 38
Riddhi Desai 39
Amrita Sen 42
Group 4

2. Agenda
•Brief description of Domino’s Pizza
•Segmenting Domino’s Pizza & Brand Positioning
•Description of Motivation and its Theories
•Influence on Purchase of Product
•Classical Conditioning, Elaboration Likelihood Model, Brand Touch
Point Wheel
•Questionnaire and Data Analysis
•Recommendations

3. Jubilant FoodWorks Limited is a part of Jubilant
Bhartia group and it initiated operations in 1996
The company operates Domino’s Pizza and Dunkin’
Donuts in India
Generated revenue of US $110 mn as on 2010
Market leader in the organized pizza market with a
67% market share in India
India is its 3rd largest market; 679 Domino’s Pizza
restaurants in India
About Domino’s Pizza

4. Geographic
• Region- North & West of India majorly
• City size- Urban & metropolitan cities
Demographic
• Income levels
• People seeking convenience
• Age group
Psychographic
• Lifestyle
Segmenting Domino’s Pizza

5. 1996
•Hungry Kya?
2008
•Khushiyon ki home delivery
2012
•Yeh hai rishton ka time
Brand Positioning

6. Motivation
 Motivation is the driving force within individuals that impels
them to action.
 An unobservable inner force that stimulates and compels
a behavioral response
 Motivation Theories
Maslow’s hierarchy Theory
Herzberg two factor theory

7. Maslow’s hierarchy
Domino’s
Pizza

8. Herzberg two factor theory
 Behaviour is guided by motivating and hygiene factors
 Hygiene – Providing Hot and delicious Pizza
 Motivation – Quick delivery time, free ketchup, chilli flakes,
attractive packing

9. CUSTOMER DERIVED VALUE
(Cost Benefit Analysis)

10. Personality

11. Decision Making Process for a Low
Involvement Category
•Hunger
•Social Outing
•Party
Need
Recognition
•Ask friends
•Look up on
Zomato
Information
Search •Pizza Hut
•Joey’s Pizza
Evaluation of
Alternatives
•Quality of
service
•Delivery Time
Purchase
•Love the food
•Dissonance
Post-
Purchase

12. Influence on Purchase of the Product
Decor
Quick
Delivery – 30
mins or less
Personal or
family
influence
External
Influence
Membership
Group
Aspiration
Group
Reference
Group
Influence

13. Parameters for Decision Making
Expected
Self-Image
Social Self-Image
Ideal Social
Self-Image
Actual Self-
Image
Ideal Self-
Image
(Domino’s
Customer)

14. Perception
 Pricing Strategies focused on perceived value -
‘Satisfaction based Pricing’

15. Behavioral
~ Tri Component Model
Diffusion
Conation
(Do)
Affect
(Feel)
Cognition
(Learn)

16. Product Level
•Fast Food
Core benefit
•Pizza
Basic product
•Easy AvailabilityExpected
product
•Available in many sizes and
flavor
Augmented
product
•Available at lowest price
than others
Potential
product

17. Product Hierarchy
 Need Family : Hunger
 Product Family : Snacks
 Product Class :All Kinds of Snacks
 Product Line :Road Side or Restaurant
 Product Type : Domino’s, Wimpy, Pizza hut, Pizza corner, or Nirula’s
 Item : Domino’s Pizza

18. Classical Conditioning
Unconditioned Stimulus
Free home delivery
within30 min
Conditioned Stimulus
Domino’s
Unconditioned Response
Pizza
Conditioned Stimulus
Domino’s
Conditioned Response
Pizza
AFTER REPEATED PAIRINGS

19. The Elaboration Likelihood Model
Domino’s

20. Brand Touch Point Wheel

21.  Questionnaire design
 Multiple Choice
 Scaling
 Subjective questions
 Sample size : 212
 Target Segment : Age 10-50
 Target Segment Profile
Questionnaire
Profession
No of
customer Percentage
Other 3 1.42%
Service 21 9.91%
Student 188 88.68%
Grand Total 212 100.00%
Areas of Analysis
1. Consumption Frequency
2. Meal Choice
3. Choice of Delivery
4. Choice of Pizza
5. Side dishes
6. Use of Cheese
7. Competitor Analysis
8. Accessibility
9. Advertising
Marital Status No of customers
Married 90
Single 122
Grand Total 212
Age group study
Age Group
No of
Customers Percentage
10 - 20 16 7.55%
20 -30 114 53.77%
30-40 35 16.51%
40-50 47 22.17%
Grand Total 212 100.00%

22. Questionnaire

23. Data Analysis
28, 13%
9, 4%
100, 47%
38, 18%
37, 18%
Consumption Frequency
More than twice a month
More than twice a week
Once a month
Once a week
Twice a month

24. Data Analysis
148
47
17
Meal Choice
Dinner
Evening Snack
Lunch

25. Data Analysis
0
10
20
30
40
50
60
70
80
90
100
DINE OUT EITHER HOME DELIVERY
36
91
85
Choice of delivery

26. Data Analysis
38%
62%
VEG VS NON-VEG
Non - Vegetarian
Vegetarian

27. Data Analysis
5
16
7
7
1
1
39
34
27
12 10
16
14
10
13
"INDIANIZED" VERSION BOTH ORIGINAL ITALIAN PIZZA
Twice a month
Once a week
Once a month
More than twice a week
More than twice a month

28. Data Analysis
45
88
79
CHEESE IS NOT MY THING EXTRA CHEESE WILL DO FOR ME I ALWAYS ORDER 'CHEESE BURST'

29. Data Analysis
0
5
10
15
20
25
30
35
40
45
Burgers
(KFC/MCD)
Chinese Indian Cuisine Others (blank)
Competition
10 - 20
20 -30
30-40
40-50
Age

30.  Make the ambience more warm for social gathering, parties etc
 Keep up with their great discount offers weekly, quarterly and monthly as it is driving
the junk of sales
 Introduce loyalty card for brand loyal consumers-special offers for them on home
delivery and dining
 Take timely feedback and work on them
 Consistency in their product offering
 Some healthy options like whole wheat pizza with low fat cheese can be introduced
to attract people of age greater than 30 years
 Enable Wi-Fi in all the outlets
Recommendations

31. THANK YOU