Dominos

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 years, 21 to 35 years, 35 to 50 years, 50+ years.
Family income
Lower middle class, middle class, upper middle class, high class
Psychographic socio-economic class
Urban
a1, a2, b1, b2, c, d)
Behavioural loyalty status
Low, medium, high
User status
First time, regular, non-user

Targeting
In geographic segment they targeted countries where there were no dominos
outlets. Initially opened in class ii cities and then have now moved to class i,
metros and smaller towns.
In demographic segment their main target is the teenagers and college students
13 to21years), young adults ranging from 21 years to 35 years. They aim
basically at the middle class, upper middle class income families.
In psychographic segmentation they targeted a2, b1, b2 socio-economic classes.
In behavioural segmentation it was found that they were targeting the first time
users and also their regular users

Pop for dominos

-pizza
Fast food
Service
Even though pizza hut is more expensive, it has a certain group of loyal
customers

Pod for dominos

Other places focus on in restaurant dining, ambience whereas dominos focuses
more on Home delivery or take away. It has small restaurants with less seating
arrangement
Other places provide dining exp, eg pizza hut organises birthday parties and get
together California pizza kitchen offers alcohol and a fine dining exp
But when a customer feels like having pizza at home, he thinks about dominos
Dominos makes 65% of its revenue from home delivery orders