A Live Project Report On

“A Study on INCOME AND PRICE DETERMINING THE

CUSTOMER DEMAND FOR DOMINOS PIZZA”

Prepared By:
Shambhunath Paul
ID NO- 21IUT0160054
Program- MBA 1st Year (Gen)

THE ICFAI UNIVERSITY TRIPURA

 A Live Project Report On
“A Study on INCOME AND PRICE DETERMINING THE
CUSTOMER DEMAND FOR DOMINOS PIZZA”

Prepared By:
Shambhunath Paul
ID NO- 21IUT0160054
Program- MBA 1st Year (Gen)
Batch- 2021-2023

THE ICFAI UNIVERSITY TRIPURA

A Report Submitted in the partial fulfilment of the requirement of
the course INM551.
Managerial Economics of MBA Program Batch (2021-2023)

Table of Contents

No Title Page no

1. Acknowledgement 4

2. Abstract 5

3. Introduction 6

4. Company Profile 7

5. Objective of the study 8

6. Limitations 8

7. Methodology 9

8. Data Analysis 10 - 31

9. Conclusion 32
 10. Questionnaire 33-35

11. Bibliography 36

12. Schedule 37

Acknowledgement

I wish to express my warm gratification and indebtedness to my guide, Dr. Mousumi Biswas
Asst. Professor of Faculty of Management & Commerce, ICFAI University Tripura for his
invaluable Guidance, co-operative attitude and dynamic efforts during the course of the study.
He provided me assistance, suggestions, and instructions whenever needed that has been
contributory in the successful completion of this project.

I would also like to acknowledge Dr Sujit Dey (Coordinator of Faculty of management &
Commerce) at ICFAI University of Tripura as the second reader of the thesis, and I am gratefully
indebted to him for his valuable remarks on this project.

Lastly, I would like to give my sincere thanks to all Faculty members (Faculty of
Management & Commerce) of ICFAI University of Tripura for their guidance and support.

Name of the Student- Shambhunath Paul

Department- Faculty of Management & Commerce

Semester- 1st Semester

Institute name: ICFAI University of Tripura

 Date- Submitted by-

Shambhunath Paul

ID NO – 21IUT0160054

ABSTRACT

Background: Health literacy is widely

considered as a key determinant of
health and a priority in the public
health
policy agenda. Low health literacy has
been associated with poorer health
states, broader inequalities and higher
health systems’ costs. In the present
study we bring into focus the
functional health literacy among
university
students in Greece, researching and
assessing mainly their ability to apply
basic knowledge in a health conte
The study in common man’s language refers to search for knowledge. One can also define
research as a systematic search for pertinent information on a specific and systematic search for
pertinent information on specific topic; in fact research is a Demand Research.

The study is done to gain information about the company or organization and its customer and
also its Competitors

The basic objective of this study is to analyze the 3C (Company, Customer, Competitor) of
Dominos
 INTRODUCTON
Domino’s is a Global Brand, founded in 1960 and is the recognized world leader in pizza
delivery operating a network of company-owned and franchise-owned stores in the United States
and international markets.

In 1996, the first Domino’s Pizza store was opened in New Delhi. Over the period, Domino’s
Pizza India has remained focused on delivering great tasting Pizzas and sides, superior quality,
exceptional guest care and value for money offerings.
 Company Profile
Domino's is the largest pizza restaurant chain in the whole world, with more than 18,300 stores
in over 90 markets. It was founded by 1960; these roots are in handy pizza delivery, while a
significant amount of our sales also come from carryout customers. Although we are a highly-
recognized global brand, we are focuses on serving the local area in which we live and do
business through our large network of franchise owners and Company-owned stores. On average,
we sell more than 3 million pizzas each day throughout our global system.

Our business model is straightforward: we handcraft and serve quality food at a competitive
price, with easy ordering access and efficient service which are helping by our technology
innovations. Our dough is generally made fresh and distributed to stores around the world by us
and our franchisees.

Domino's generates revenues and earnings by charging royalties to its franchisees. Royalties are
ongoing percentage (%) of sales fees for use of the Domino's brand marks. The Company also
generates revenues and earnings by selling food, equipment and supplies franchisees to start with
in the U.S. and Canada, and by operating a number of our own stores.

Type Public

Industry  Food delivery

 Franchising

 Restaurants

Founded December 9, 1960; 61 years

ago in Ypsilanti, Michigan, U.S.
Founders  James Monaghan

 Tom Monaghan
  Dominick DeVarti

Headquarters Domino's Farms Office Park,

Ann Arbor, Michigan,U.S.
Number of locations 17,000
Key people David A. Brandon (Chairman)
Richard Allison (CEO)
Products  Chicken wings, Dessert, Pasta

 Pizza, Submarine sandwiches

Revenue US$4.117 billion (FY 2020)

Operating income US$725.6 million (FY2020)
Net income US$491.296 million (FY2020)
Total assets US$1.567 billion (2020)
Total equity −US$3.3 billion (2020)
Number of ~14,400 (2020) (company-owned
employees stores & offices) ~290,000 (FY January
1, 2017) (including franchises)
Website dominos.com

OBJECTIVE OF THE STUDY

 A study on 3C (Company, Customer, Competitor) of Dominos
 METHODOLOGY

The study has been conducted using the following methodology.

 Types of research: Demand Research

 Data Collection:

 Type of Data: Quantitative

 Sources of Data: Primary (Well Structured Questionnaire)
 Method of Collecting Data: Questionnaire and direct interview.

 Sampling:
 Sampling Technique: Random sampling method.
 Sample Size: 20

 Data Analysis Technique:

 Statistical Tool: Pie Chart, bar diagram through SPSS
Strengths of Dominos
1. Brand Recall: High brand recall due to its
regular advertising with taglines such as ‘30 minutes nahi
to free’. Such aggressive marketing has created awareness
& a promise for the brand in the market.
2. Fantastic channel network: With its 9000 franchise &
company owned outlets Dominos has extensive network
spread over more than 60 countries.
3. Low cost alternative: They do not need high class
Ambiance or amusement in the shop so the establishment
cost is low for the dealers and the price of pizza is very
reasonable for the customers.

Weaknesses of Dominos
1. Operations: Large number of franchised outlets results in
difficulty in handling operations. Quality control too
becomes challenging. Due to this, some of the Dominos
outlets got closed affecting the image of the brand.
2. Decreasing sales in mature markets: Due to rise in health
conscious population there is decrease in revenue affecting
the business as a whole.
3. Low staff retention: High attrition due to the absence of
proper training & development is a major challenge for
Dominos. Plus the manpower employed is also unskilled so
they quickly change jobs when they cannot adjust to the
hectic environment.
Opportunities of Dominos
1. Market Expansion: Expanding to the developing markets
will be beneficial as far as Pizza industry is concerned, as
developed markets are maturing. Targeting the developing
economies should be the future strategy of the company.
2. Penetration: Strengthening its outlet network by further
penetrating the current market will help Dominos to
increase its revenues.
3. Health conscious eatables: Introducing health conscious
menu with new flavor additives which is low in fat will
result in increasing it revenues in future.

Threats of Dominos
1. Direct and Indirect Competition: Intensive competition
from the local & national players like “Pizza hut”, US
pizza and more. In fact, Indirect competition is more from
the likes of McDonalds and KFC wherein customers prefer
burgers over pizza.
2. Changing Consumer Eating habits: With government &
NGO’s concentrating more on health awareness, people are
becoming more aware of what to consume & what to avoid
which is affecting the business of Dominos.
3. Cost: As the cost of vegetables and raw materials rises, the
cost of maintaining the pizza chain also goes up. Plus,
competition affects the bottom line of the company. Thus
managing the cash flow becomes difficult.
 Domino’s Customers
Domino’s main target is the lower middle class and middle class
income group. Best of quality with reasonable pricing is its
motto. Dominos has come up with a uniform and
consistent pricing policy. This keeps the base price in check and
helps the company to attract customers. If you look at the
competition, then Domino’s has been evenly prized with Pizza
hut. But the prices are high as compared to KFC
and McDonalds and hence the price conscious customers will
prefer the indirect competitor – McDonalds and KFC above
Domino’s.

Affordability is the key to the tremendous success of this

reputed company. To maintain the price level many new and
innovative schemes are launched on regular basis. It always
gives its customers value for one’s money. Special discounts are
offered at regular intervals. For Wednesdays, a special scheme
was launched where one free pizza was offered with one buy. 
Many free food items on purchase of selected and exclusive
products are some of the methods to lower the prices and attract
the customers. Pizzas are available in three sizes large, medium
and regular so that one can buy whichever is affordable to them.

Domino’s pizza has always maintained a direct channel with its

customer base.  The customers either call or send a message by
telephone for the pizza delivery. Consumers can also place their
order online through the official website of Dominos.  In both
the cases, the packaged food product is delivered and
subsequently received by the buyer at the mentioned address. If
the order does not reach the buyer in allotted thirty minutes, then
the buyer does not have to pay for it. The order is delivered free
of charge. The delivery boys are the real heroes of this
organization. The detail of every route is decided beforehand
and after an order is placed, this route is followed so that
minimum time is taken.

Domino’s Pizza Competitors

1) Pizza Hut

Pizza Hut is arguably one of the most significant Domino’s

Pizza Competitors that directly competes with the brand in the
fast food industry. It specializes in take-out and delivering of
pizza and has established quite a considerable number of stores
in the US and other countries including Canada, Mexico, UK,
Germany, Spain, and France among others. In 2016, Pizza Hut
was ranked as the leading pizza outlet in the entire world.

It is an indication that it is indeed performing greatly as a brand

as well as a fast food service provider. Its ability to provide
other meals including a breakfast menu, soft drinks, and Italian
cuisines among others is also a plus that has made it popular
with non-Americans.

2) McDonald’s

McDonald was founded in 1940 by two brothers after opening

their first barbeque food outlet in California, US. A quick
transformation that took place in about eight years changed the
entire set up since a production system was introduced that was
able to roll out burgers in fast service style similar to what we
are currently aware of. Since then, McDonald’s has become a
household name in most of the cities across the world.

Its locations have expanded with a total estimated operating

income of about $7.8 billion per annum. In the US alone,
McDonald’s covers a market share of about 18% of the fast food
industry making it a considerable force in the market. Because
of its huge distribution and popularity, McDonald’s is the
second largest Domino’s Pizza Competitors. It can be said to be
an indirect competitor because it does not make Pizzas.
However, it is a direct competitor when comparing the fast food
industry.

3) KFC

It refers to Kentucky Fried Chicken. As the name suggests, it

was founded in Kentucky and also majored in serving fried
chicken as the main meal across all its outlets. It is among the
prominent US-based fast food outlets that record high sales
volume and comes second after McDonald’s. It continued
expansion in different parts of the world has seen it growing its
revenue both brand value and operating income in the last
decade.

Since it’s known for its trademark fried chicken menu, KFC has

however diversified and include quite a good number of fast
foods in their options. KFC is also regarded as a significant
competitor in this industry due to its several locations and
quality consistency.