#service marketing mix #service dimensions #servicescape #service blueprint #flower of service

1. SERVICES
MARKETING
Prepared By:-
Uthara Chandran
CET School Of Management,
College of Engineering,Trivandrum
SERVICE MARKETING MIX
OF DOMINO’S PIZZA

2. INTRODUCTION
• Domino's Pizza, Inc (simply known as Domino's) is an
American restaurant chain and international franchise
pizza delivery corporation headquartered at the Domino
Farms Office Park, United States, near Ann Arbor,
Michigan.
• Founded in 1960, Domino's is the second-largest pizza
chain in the United States (after Pizza Hut) and the
largest worldwide, with more than 10,000 corporate and
franchised stores in 70 countries. Domino's Pizza was sold
to Bain Capital in 1998 and went public in 2004.

3. • Industry trade publication Pizza Today magazine
named Domino's Pizza "Chain of the Year" in 2003,
2010, and 2011.

4. SERVICE MARKETING MIX
• PRODUCT
• PRICE
• PLACE
• PROMOTION
• PEOPLE
• PROCESS
• PHYSICAL EVIDENCE
• PRODUCTIVITY

5. PRODUCT
PIZZA PRODUCTS
• They have a wide range of
products in pizzas.
• There is a selection between
vegetarian and non-
vegetarian.
• They are divided into three
categories Regular, Medium
and Large

6. • SIDE DISH PRODUCTS
• Although dominos is started
and known for pizza, as the
times changed their side
dishes made it compulsion in
their meal.
• Garlic Bread made a revolution
and it had been the most
selling dish after pizzas in it.
• Cheesy Dips are a very good
accompliment to all the side
dishes in this place.
• Lebanese rolls, Tacos, Baked
chicken, Chicken strips and
Pasta selections are added
advantage to their Menu.

7. • DESSERT PRODUCTS
• One cannot end their meal
without have the Choco Lava
Cake.
• And Butterscotch Mousse Cake
is now recently added to
confuse the consumers what to
select among the provided two
desserts.
• BEVERAGE PRODUCTS
• Dominos are having a tie up
with Coca cola Beverages and
Red Bull Beverages Industries
since 50 Years.
• In their every outlet they
provide all the coca cola
beverage products and Red
bull energy Drinks.

8. PRICE
• Dominos are having an
excellent pricing
strategy.
• Their menu card clearly
describes their pricing in
detail, so as to be easy
for the consumer.

9. TAXATION
• Dominos clearly mention
that their prices that are in
the menu card are exclusive
of taxes.
• They add 5.6% Service Tax
and 14.5% VAT to the sub
total. (currently under GST
slab of 18%)
• After the total is displayed
and the total figure is
irregular, they add or
subtract the irregular figure
and round off the total to
make it easy to the
customer.

10. PLACE
• Dominos is always located near to the main
stream of the roads of the city or the
locality.
• All across the globe the are having 13000
outlets.
• They are operating 1106 outlets in INDIA
(2016)
• Their target market is all range customers.
• They don’t have very big outlet but they
maintain their outlet very clean and neat.

11. PROMOTION
Dominos promote their brand in
many ways:-
• Leaflets and Discount coupons
• Mobile messaging
• Mail
• Mobile App Offers
• Special Discounts
• Sponsorship to Sports and Movies
• Advertisements in Television
• Internet Advertisements
• Mouth Advertisement

12. PEOPLE
• EMPLOYEES-
Employees are treated with great
respect in dominos.
They are divided into 4 categories like-
Platinum, Diamond, Gold & Silver based
on their experience.
They are given rewards every week,
Month & Year.
They are given different awards based
on their service.

13. • STAKEHOLDERS-
They are the most happy people in
dominos.
They are running in profits since its
established.
They open many of their outlets every
year.
Every year investors are increasing
and are ready to invest in dominos.
Stakeholders believe and trust their
organization that it would fetch them
profits.

14. • CUSTOMERS-
They are the most important part of
dominos organizations.
Dominos do their 100% efforts to
attain customer satisfaction.
Customer do reach dominos in many
ways like- Online, directly to their
outlet, Through their mobile app,
door delivery, mobile and mailing.
In all the above cases they satisfy
99.99% as per the dominos standard.
They are even given customer
feedback book where their feedback
is given maximum importance.
Recently dominos have come up
with a new idea of Junior Pizza
Maker for the customers.

15. PROCESS
Dominos are having and
excellent process.
Here the process is
personalized and warm.
They respect the Indian saying
Athidhi Devo Bhava.
Guests/Customers are not given
by any table service but here it
is Self service.

16. Types of facilities offered by dominos-
• Walk- In and meal
• Take away
• Door Delivery
By mobile App
By calling
Online Home page

17. PHYSICAL EVIDENCE
• Dominos are having a great
ambience and a joyful décor.
• Irrespective of age and gender
everyone will have a peaceful
and celebrating atmosphere.
• The packing of dominos is
helpful for the customers to
dine in or take away.

18. • The interior furnishings are
always comfortable to the
guests.
• Maintenance of the outlet is
very clean and tidy.
• The organization is very
particular about the hygiene
conditions of their own
employees.
• They say “We make it for you to
see a happy smile on your
face’’.
• So, they don’t tend to dissatisfy
the guest in any way.

19. PRODUCTIVITY
• BRINGING IN VALUE ADDITION
• Concept of localizing the flavors.
• Dominos also gives a choice in the matter of toppings
and crust like the Fresh Pan Pizza and Cheese burst pizza.
• Beverages like Thumps-up, Fanta and Coke have been
introduced in the menu.
• COST REDUCTION
• Special discounts are offered at regular intervals.
• “Spin it to win it”- Wheel of gift campaign
• For Wednesdays, a special scheme was launched
where one free pizza was offered with one buy.

20. • SPEED OF SERVICE DELIVERY
• 30 minutes or free
• Providing service blueprints
• EFFICIENCY AND EFFECTIVENESS
• Most popular pizza chain
• In today’s world, Domino’s has been equivalent to
quality, freshness and good service.
• The company’s innovative ideas, the commitment to
provide quality products and its dedication to the
customer base have helped it to maintain its position at
the top.
• EASE OF AVAILING SERVICES
• Combining the booking options
• Increasing number of outlets

21. DOMINO’S PIZZA TRACKER
• The Domino’s tracker was designed to allow
online customers to “follow” the progress of their
order.
• There are several factors that come into play
with the tracker;
ORDER PLACED
PREP SECTION
BAKE
QUALITY CHECK
DELIVERY

22. DOMINO’S PIZZA TRACKER

23. SERVICE BLUEPRINT

24. DIMENSIONS OF SERVICE QUALITY

25. RELIABILITY
• The ability to perform the promised service
• Service is accomplished
— On time
— In the same manner
— Without errors
— Every time
• Back office
— Billing accuracy, book keeping
ASSURANCE
• Knowledge and courtesy of employees at domino’s
• Ability to convey trust and confidence
— Competence to perform the service
— Politeness and respect for the customer
— Effective communication
— Customer’s best interests at heart

26. TANGIBLES
• The appearance of physical facility, equipment,
personnel, and communication materials.
—Tidiness of physical surrounding
—Noise
—Attractive logo and interior design
EMPATHY
• Caring, individualized attention
—Approachability
—Sensitivity
—Effort to understand the customers’ needs.

27. RESPONSIVENESS
• Sales people in dominos always show willingness to help
customers and to provide prompt service
―Ability to recover service failure quickly
―Dealing with grievances
―Readiness to respond

28. ( data based on findings from the survey on Managing market
service operations,conducted by Mr.Shubhadip Biswas,Senior Analyst
at Data Portal,India)
0
1
2
3
4
5
6
7
8
9
10
RELIABILITY ASSURANCE TANGIBILITY EMPATHY RESPONSIVENESS

29. SERVICESCAPE
• The environment in which service is assembled in which the seller and
customer interact, combined with tangible commodities that facilitate
performance or communication of the service, is called as Servicescape
• It identifies the main dimensions in the service environment and views
them holistically
• The servicescape performs four important roles
 PACKAGING - presents the outward appearance to the public
 FACILITATOR - guides the efficient flow of activities(service delivery & order
processing) .Well designed outlets with appropriate with signs, appropriate
ventilation and proper seating arena.
 SOCIALISER - conveys expected roles to both employees and customers
 DIFFERENTIATOR - serves as a point of difference by signaling which segments of
the market are served, positioning the organization and conveying competitive
difference

30. SERVICESCAPE MODEL

31. SERVICE DIMENSIONS
AMBIENT CONDITIONS
• This includes the design of the building itself,
signage around the building, and parking at the
building, how the building is landscaped and the
environment that surrounds the building.
• Dominos are having a great ambience and a joyful
décor.
• Irrespective of age and gender everyone will have
a peaceful and celebrating atmosphere.
• Warm and contemporary interior designs with
thoughtful interior and exterior lighting enhances
the customer experience in domino’s

32. SPACE/FUNCTIONALITY
• Spacious and innovative seating in Domino’s help customers feel welcome
and comfortable in groups or alone.
• Influencing factors with regard to space/function on the behaviour of
employees and customers are;
Layout and design:
Furnishing
Equipment

33. SIGNS,SYMBOLS AND ARTEFACTS
LOGO
• The dots in the Domino’s Pizza logo actually represent the first three
Domino’s Pizza restaurants opened. Originally, Monaghan had planned on
adding a dot for every store he opened. This quickly became impractical.
• The current Dominos logo was created in early 2012. This logo kept the
famous dominos icon, but removed the word pizza from the slogan, only
showing the company name Dominos.
• This showed how powerful the Dominos brand has become. They no longer
need to push the fact that they provide Pizza, because so many millions of
people understand perfectly what they offer.
• Dominos has become a household name both in the United States and
across the world bringing in billions of dollars every year. The success of
the logo can probably be attributed to staying power.
• Dominos, unlike many other companies out there, has never really tried to
reinvent their logo meaning that they have had many years to cultivate
their customer base.

34. COLOUR
The logo consist of three colors- Red,Blue and White.These
colors tend to have significant associations to human
responses
Red : high energy&passion;can excite,stimulate and
increase blood pressure
Blue : relaxation,serenity and loyalty; lowers blood
pressure;is a healing colour because of its cooling and
calming nature
White: Hygiene, sterility, clarity, purity, cleanness,
simplicity, sophistication, efficiency

35. FLOWER OF SERVICE

36. FACILITATING ELEMENTS
• INFORMATION
—Sign boards to domino’s
—Menu
—Website
—receipts
—Conditions for sale/service
—Documentation
—Schedules/service hours

37. • PAYMENT
—Self service payment
—Electronic fund transfer
—Cash,Credit card,privilage card
—Automatic deduction from account
—Coupon redemption
—Cash handling and change giving

38. • BILLING
—Dominos clearly mention in the bill that their prices that are in
the menu card are exclusive of taxes.
—Machine generated receipt in the outlets
—Digital display of bill amount
• ORDER-TAKING
—Assisted by the attendee
—Through telephone/mail order placement
—E-mail/website order placement
—Through mobile apps
—Combined booking options

39. ENHANCING ELEMENTS
• CONSULTATION
—Assistance
—Very friendly employees helping
customers use the service at domino’s
• HOSPITALITY
—Greeting the customer
—Food & beverage
—Washrooms
—Waiting facilities
—Wi-fi facility
—Music and entertainments

40. • SAFE KEEPING
—Caring for possessions customers bring with them
—Parking facilities;valet parking for vehicles
—Innovative packaging
—Storage and baggage handling services in outlets
• EXCEPTIONS
—Special requests in advance of service delivery
—Domino’s secret santa
—Compensation for unsatisfactory service(30 minutes or free)

41. THANK YOU..!!