Pproduct Mix of Dominoes

Product:  

A product is a good that is demanded by the consumer. It’s a bundle or cluster of tangible and intangible utilities and attributes. Product component of the Market Mix involves planning, developing and producing the right kinds of product and services. In a nutshell, a product should be designed in such a manner that it caters to the needs of the entire customer in the Market. Dominoes have taken various steps to ensure it and they are listed as below:

1. Localization of Menu: To capture the market, dominos has continuously localized the menu in order to cater to the needs and tastes of the local market. They have taken up the populous local dishes and flavors of the market into their mainstream and side offerings. For Example :

• Deluxe Chicken with Mustard Sauce and Sardine – For East India
• Mutton Ghongura and Chicken Chettinad- South India

2. Product Innovation: Dominoes has continuously evolved its dishes by introducing innovation into the food product offerings. Product innovations such as

• Double Cheese Crunch Pizza
• Cheese Burst Pizza

The above two had made sure domino’s quick product acceptance from customers and it is the most important and crucial bridge a foreign food category ahs to cross.

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A : Basic Requirement i.e Enjoyment is the Core Benefit

B:  Food i.e Pizza is the Basic Product

C: Good Taste that is hot and delicious pizza is the Expected Product

D: Value added Services  is the augmented product

E: Dominos Experience as a whole is the Potential Product

Price :

Price is an important factor affecting the success of a firm. Pricing decisions and policies have direct impact on sales volume and profit of the business. In reality, it’s very difficult to fix the right price and right price can be achieved by pricing research and test marketing. Demand, cost , competition, government regulation  etc. are the most important factors that have to be considered in determination of the price. Dominoes have believed that the target consumer of India is value and not price sensitive.

• They believe in giving come back value to the customer, so the high price of pizza was attributed to the high quality of ingredients used for instance, Dominoes sourced its pepperoni and Jalapeno needs from Australia and Spain respectively.
• Increasing competition from Pizza hut , dominoes introduced price cuts and discounts.
• In 1998, Dominoes came up with Pizza Mania where it offered a large pizza  for Rs 129. Schemes like Pizza Mania and Fun Meal of 4 which have economical prices, have allowed the access to the brand by masses.

Promotion:

• Celebrities like Paresh Rawal,Anupam Cher and Arshad Warsi have been endorsed ,in various fun act ads to target the Indian customer. The target audience is usually the customer belonging to the age group of 14-37 in Economic Class A or B.
• The key message of the advertising and promotion is On- Time Delivery.
• They have come up with promotion campaigns with taglines like 7“Hungry Kya “ and the “The Pizza Delivery Experts”.  
• 30 minutes campaign : Under this campaign customer gets the pizza for free , if the pizza is not delivered in 30 minutes from the time of order.
• Discount coupons serve as a major tool for driving sales . These coupons are usually made available to masses through newspapers , online sites like Snap deal etc.
• Dominoes has also entered into sponsoring of college fests and cultural programs throughout the country.

Place:

• Dominoes has the largest network of outlets in the world
• The first store in India was opened in Delhi in 1996.
• Dominoes network covers 110 cities including tier 2 and tier 3 ones.
• Dominoes has got a direct channel and implements push strategy in channel marketing
• The outlets are strategically placed in big corporate areas, universities, malls and other places where target customers frequently visit.
• The customers can find the nearest outlet through dominoes website or their mobile application. Besides people can place order for dominoes through telephone , their mobile application and through their online website

People:

• Dominoes have a a large number of trained employees for handling customer.
• Staff at domino’s  outlets and their delivery staff can speak both English and Hindi.
• Employees are trained to be cordial to the customers
• Employees have a uniform , which implies discipline and dedication of their service and the brand

Process:

• The way in which orders are handled , customers are satisfied and the service is delivered
• Orders placed at the counter are visible in the screens placed at different places inside the counter.
• Each staff of dominoes is assigned a specific task so that everything falls in place quickly
• Dominos has got self service for the customers and the que number for all the orders is displayed on the screen.
• Dominos provides home delivery facility with 30 minutes guarantee.

Physical Evidence:

Dominos focuses most on its pizzas, the stores are usually small , and minimalistic budget is spent on their ambience. The most important physical evidence of dominos is its Pizza.