Marketing principles

1. Marketing Principles
By:
Leela Dhar
Muhammad Haneef
Asad Ali Tunio
Umair Ahmed

2. HISTORY
Founded in 1960 by Tom
Monagha n.
Second-largest Pizza chain in
the United States.
about 11,000corporate and
franchised stores in 55
countries.
Domino's Pizza outlet in
Paksitan opened in 2004.
Close to 50outlets in 8 cities of
Pakistan 40 perc ent of its
revenue comes from
homedelivery servic e &
around 60
percent is over-the- c
ounter sales.

3. MARKET STRATEGIS
• Vision
• Dominos Pizza vision is to be exceptional people on a
mission to be the best pizza delivery company in the world.
• Objectives
• Introduce value add meal concept
• Have a toll free number to call on deliveries
• GOAL
• Cus tome r for life
• In cre se number of cus tome rs

4. Understand the market place, Needs,
Wants & Demand
 Being lover of the food Italians imported
this terrific dish to America.
 They always add something new to their
menu, trying to reach new markets.
 They offered many different food items for
customers who did not necessarily want
pizza.
 They are still using diversification of their
pizza according to culture & people regional
value.
 They offer different varieties of pizza
according to customer’s want & purchasing
power e.g. the extreme pizza.

5. ENVIRONMENTAL ANALYSIS
MACRO MICRO
MACRO ENVIRONMENTAL ANALYSIS

6. POLITICAL FACTORS:
 Follow the rules and regulation of the host
country.
 Hilal certification.
Trade license
ECONOMICAL FACTOR:
 Purchasing power and buying behavior of
the people.
 Size of Market segment
SOCIAL FACTOR:
 Equal employment opportunities
 HILAL material for Islamic countries
TECHNOLOGICAL FACTOR:
 Oven hot (heated pouches) Technology
 Delivery support Centre

7. LEGAL FACTOR:
 Trade License
 Tax paid
MICRO ENVIRONMENTAL ANALYSIS
SUPPLIERS:
Bread supplier , chicken supplier , shopper
supplier
DEALERS:
Different dealers in different area’s
CUSTOMERS:
Customer’s experience and word of mouth of
customers

8. Marketing objective of Domino’s Pizza:
 Domino pizza’s goal is to reach 85 recognition of the new
product in their target market.
 As with all business the most important goal of a company
is to increase revenue and profits.
 Customer satisfaction is for most.
 Practice what we preach: integrity, ethics & open
communication.

9. STRATEGIC ANALYSIS
(DSTP)
DIFFERENTIATION
SEGMENTATION
TARGETING
POSITIONING

10. • Geographic
• Region – dominos outlets in different countries is a
way of segmenting their market
• according to region and finding out potential markets.
• City – they also segment the cities as class i, class ii,
metros, small towns.
• Demographic
• age – under 13years, 13 to 21 years21 to 35 years, 35
to 50 years, 50+ years.
• family income – lower middle class, middle class,
upper middle class, high class
SEGMENTATION

11. TARGETING
• Dominos pizzashave target the families who like to go out for dinner once in a
week.
• They also target teenagers of school.
• Spending habits of college freshmen also indicates a high percentage of money
being spent on non-essential items.
• Pizza Hut has made delivery services for those customers who like to have
pizzas in their home with their families or friends.

12. Consumer research
 The sampling technique used by us in this
research is Judgmental Sampling.
 The questioners & survey was filled by our
team members during the visit in the
different universities.
 From the research we found out people
took interest in filling the questioner and
from the survey people have shown
positive response.
 It is also concluded that if Domino’s Pizza
does not keep a focus on its quality and
prices, it might lose its customers and the
market share

13. Strategy:
Consumer driven strategy:
For planning consumer driven strategy following four points are more important.
Production Concept:
Production concept is the idea that consumers will favor products that are available and highly
affordable.
Product Concept:
The idea that consumers will favor products that offers the most quality, performance and
features. Organization should therefore devote its energy to making continuous product
improvements.
Selling Concept:
Converting product into cash
Emphasis of sale of the product already used
Fragmented approach to selling.
Buyer beware principle followed.
Online shopping
Door to door shopping
Marketing Concept:-
Converting customer need into product.
Emphasis on product planning & development
Focuses on needs / wants of target markets & delivering value better than competitor
Social Concept:
Social concept is basically idea of selling or goods in such a way that would not have any
negative affect on society.

14. Consumer buying behavior:
Buyer decision making process:
Need / Recognition :-
in this stage individual faces a problem of hunger . So he would have a need of having food
.
INFORMATION SEARCH :-
In the next stage , individual search for a different option to satisfy hunger ,he might look
for different cuisine than he can have and end up with a final decision that what he want to
have whether he want Chinese , Italian , Indian etc. .
EVALUTION OF ALTERNATIVES :-
In this stage individual evaluate the alternatives that are available and will take final
decision by keeping some factor in mind , like , time , location , food variety , price &
environment.
Purchas decision :-
final stage of buying process , where individual finally decide that where he want to go to
have food and it might be convenient place for him like Domino pizza
Post Purchase Behavior :
In this stage an individual decide place for future on behalf of current experiece if the
servie , food & environment made customer happy .

15. MARKETING TACTICS (7P’s)

17. PRODUCT
Pizza
s
Past
as
Breadstic
ks
Cheese
Dip
s
Beverages

18. PRICE

19. PLACE
• Dominos has distubeted in 4 part
• WESTEN REGION SOUTN REGION
• NORTH REGION ESTERN REGION

20. PROMOTION
• Customers can order their pizzas
• by calling a single countrywide
Happiness Hotline 1800-111-123.
In fact,
• Delivering in 30 minutes
• GIFT COUPEN
• Advertising
Tv Ads.Newspaper
Hungry Kya?’,
Khushiyon ki Home Deliver
• SALE PROMATION
• Bogo
• Corprate discount
• PERSONAL SELLING
• Door hangiing

23. Competitive advantage
of Domino’s pizza
Domino’s pizza builds strong relationships with
customers by brand image focus on speed and
delivery.
Positioning access to all Products online in
stores
Unique merchandise-use unique recipe and
sauce, sub sandwiches, chocolate lava crunch
cakes, and artisan pizzas.
Touch screen ordering, which improves
accuracy and facilitates more efficient order
taking.

24. Conclusion:
Domino’s pizza has many targets which it
has achieve in a given period of time. The
time period is mostly a year. Therefore, in
order to fulfill the targets different
strategies are adopted by Domino’s pizza.
It can be conducted that these strategies
have been successful and there is
flexibility in the strategies, as they can be
changed with the changes in the market
conditions as well as the targets.

25. questions

26. ThankYou