Marketing

MARKETING - I

ASSIGNMENT

Case study Questions (Dominos)

Submitted to: Dr. Smitha Nayak

Submitted By:         Group 2

Sarath Mohan                141202014

Waylon Machado                141202038

Belita D’Souza                 141202055

Joyson Pereira                141202056

Ericsson Francis                141202058

CASE STUDY:  DOMINOS

1. What attributes appear to be most important in consumer’s decisions to purchase pizza?

Domino’s conducts researches as a part of its continual monitoring program. These research evaluates attributes of their product that helps them to modify their marketing mix to elevate customer satisfaction regarding their product. The attributes that appears to have direct influence on customer decision to purchase pizza are the following:

• Delivery: Whether customer prefers home delivery, direct pick up or a sit-down facility
• Location of the outlet: The easy accessibility of the outlet to the customer
• Price range of the product: Price plays a very dominant role in consumer’s decision to buy a pizza. A consumer always thinks about the prices of the product before they actually buy it. The prices of the substitute goods like hamburgers or sandwiches are also considered before buying the pizza.
• Service time: Customers would also judge an outlet based on the time they take to cater the service requested. The consumers also look into the quality and timely services and also the ambience which the pizza outlets provide. Dominos proudly talks about its 30 minutes guaranteed delivery which tells us about the confidence the company has on its service.
• Usage of natural and artificial contents: Contents of the pizza also makes the customer to decide up on buying it or not. Contents may include both natural and artificial, in terms of toppings and the crust.
• Taste and Quality: Customer will not come back to an outlet if the taste and quality of the pizza they purchased is not up to their expectations.
• Income of the customer

2. How should Domino’s Pizza structure and promote its delivery policy?

Domino’s Pizza is one of the world’s leading pizza delivery outlets due to its unique delivery services.

According to studies it is seen that customers cut back on home delivery options in order to save money. But Domino’s Pizza overcomes this with its free home delivery options.

Domino’s Pizza can further structure and promote its delivery policy in the following ways:

• Door step services: Offering more specific door step home delivery services would encourage consumers living even in interior or remote areas to buy Domino’s Pizza.
• Promoting online orders: Domino’s, can promote online orders by offering special discounts to those who order online. Online orders not only reduces the time of the customers but also reduces clustering at the Domino’s pizza outlets. More online orders would mean more home deliveries. Time saved for taking orders can be utilized for preparing the orders and delivering them faster.
• Ensuring speed & accuracy of delivery: Speedy delivery with quality product is what consumers look for these days. Domino’s, can focus more on advertisement of its quick delivery services which does not compromise on the quality of its products.
• Focus on price sensitive segment: More focus should be made on the price sensitive segment as these are the people who would think twice before opting for home delivery. Domino’s Pizza should highlight its free home delivery service which not only provides them with quality pizzas but also saves their money which they would have had to spend on home delivery otherwise.

• Coupons, discounts and special offers: Special coupons and discounts for those consumers who opt for the home delivery option can be offered.

3. What recommendations should be made concerning advertising or other promotional programs by Domino’s Pizza?

The promotional programs places heavy emphasis on coupons both in newspaper and other medias, such as hanging sacks on doors, school papers and handouts, and by partnering with sports programs, and other sources likely to be seen by pizza eaters. It is particularly important that Domino’s Pizza should understand how to achieve maximum advantage from the coupons, as most other pizza and non-pizza restaurants are also making aggressive use of such coupons. As shown in the survey, discount coupons are preferred by all the segments of customers. They should also keep the options open to customers whether to go for free beverages or go for discount coupons as some customers prefer to go for beverages. Recently Dominos have introduced new strategy of allowing its customers to play games till their order arrives. There are actually two games, Asteroids and slide puzzle. This strategy helps customers to kill time and keep them occupied till the food arrives.