Patanjali Marketing Mix

Marketing Mix of Patanjali analyses the brand/company which covers 4Ps

(Product, Price, Place, Promotion) and explains the business & marketing
strategies of Patanjali.

Let us start the Patanjali Marketing Mix:

Product:

Patanjali Ayurved is an Indian FMCG company which started in 2006. Patanjali

has a diverse product offering in its marketing mix. The product range of
Patanjali had more than 400 types of FMCG goods like cosmetic products, food
items, haircare, skincare, toothcare etc. The company also has products which
focus on baby segment, healthcare and beauty products for men and women.
Patanjali also produces medicines and as per its sources, all its products are
ayurvedic and free of harmful chemicals. Patanjali food product range includes
biscuits, noodles, cornflakes etc. Patanjali has 300+ medicines for treating many
ailments and body conditions, from common cold to paralysis. Textile, jeans,
kurta, pyjama etc is also something which the company is focused on. Hence,
this gives an insight in the product mix of Patanjali.

Price:

Patanjali Ayurved has entered in an extremely competitive segment in the Indian

FMCG industry. The main players in India in this category are the likes of HUL,
P&G, Marico, ITC etc. Patanjali has ventured into various segments and hence the
pricing strategy in its marketing mix is defined by the competition in that
segment. Patanjali products are priced as per competition so that it becomes
easier for the customers to switch from their existing brand and adopt their
products. Patanjali noodles competes with Maggi, toothpaste competes with
Colgate, chywanprash competes with Dabur, cornflakes compete with Kelloggs
and hence forth. This clearly shows that Patanjali has replicated the already
successful existing FMCG model and is focused on giving a healthier and natural
variant to its target audience. Thus the prices of Patanjali products are driven by
segment, geography and most importantly competition pricing.

Place:

Patanjali has managed to reach a wide population in a short span of time.

Patanjali has an excellent distribution network as it has tied up with the likes of
Future group, Reliance retail, Hypercity etc. This has enabled the Patanjali brand
to ensure that its products are widely available across various cities and towns in
India. Close to 5000 retailers are actively promoting Patanjali products along with
smaller grocery stores. With the increase in ecommerce in the Indian segment,
Patanjali is also effectively increasing its presence online. This would enable
customers to simply add the products to their carts and they can buy Patanjali
products via COD, online payment etc which would be delivered to their
doorstep. The brand has also been able to expand geographically outside India.
Patanjali products are widely available in countries like Nepal, Saudi Arabia, UAE,
Middle East, Bangladesh, SriLanka etc.

Promotion:

Patanjali has considered advertising for its products as a high priority for driving
sales. The promotion and branding in Patanjali marketing mix utilises all media
channels like print, TV, online ads, billboards etc. Patanjali's brand ambassador is
yoga guru Ramdev Baba, who has a staggering fan following, which enabled the
brand to catapult in the big league within a short span. The advertisements of
Patanjali has been aggressive where they have showcased the importance of
using natural and ayurvedic ways of making products. Their advertisements have
also been under scrutiny as they have alleged that its competitors have been
using harmful products. Patanjali advertisements showcase their entire product
range targeting the audience who want a healthy lifestyle by using naturally
curated products. The massive advertising exercise by Patanjali has made it one
of the fastest growing FMCG companies in India, with annual revenues in excess
of INR 5000 crores. Hence this gives an overview on the marketing mix of
Patanjali Ayurved FMCG company.

About Patanjali:

Patanjali Ayurved is one the fastest growing FMCG companies in India, which
focuses on food, healthcare and medicinal products. Patanjali is founded by
Indian yoga guru Baba Ramdev and Acharya Balkrishna in 2006 with the aim of
promoting ayurvedic products amongst consumers. With annual revenues
exceeding INR 5000 crore, Patanjali had become one of the largest consumer
goods company in India. Patanjali Ayurved has also initiated its expansion by
dealership partnerships and distributor channels across India and abroad.

HUL (Hindustan Unilever) Marketing Mix

Marketing Mix of HUL (Hindustan Unilever) analyses the brand/company which

covers 4Ps (Product, Price, Place, Promotion) and explains the business &
marketing strategies of HUL (Hindustan Unilever).

Let us start the HUL (Hindustan Unilever) Marketing Mix:

Product:
Hindustan Unilever (HUL) is one of the leading FMCG companies in India. Its
parent company is the globally known Unilever. The HUL product portfolio has
been mostly into 4 categories that are food and drinks, home care, personal care
and water purifiers.

The entire product range across categories in the HUL marketing mix is
discussed as follows. In the food and drinks segment HUL has Kwality Walls,
Cornetto and Magnum in the ice creams category. In the tea category HUL has
Lipton and under the brand name Brooke Bond it has Taaza, 3 Roses, Red Label
and Taj Mahal. In the coffee category Hindustan Unilever has the brand BRU.
Under the brand name Annapurna it sells Salt and Atta. It also sells its instant
food making products and spices under the brand Knorr with noodles, soup,
snacking and spices. It also Kissan which is in the jam, squashes and ketchup
segments.

In the home care category HUL have detergents under which we have the
famous Surf Excel, Rin, Comfort, Wheel, and Sunlight. Also they have Cif and
Domex in the home cleaning segment and dishwashing segment we have Vim
and Cif.

In the personal care Hindustan Unilever have Clear, Tresemme, Clinic Plus and
Sunsilk for specifically in the shampoo segment. But there are also Dove, Lux and
Pears which provide various cosmetic product for homes. The Vaseline is in skin
care category. The Lifebuoy is in the hand wash and toilet soap segment. HUL
also has Axe which has various grooming products and Brylcreem styling
products for men. The Fair & Lovely, Ponds, Lakme and Breeze are specific
product targeted at the women for beauty and skin care. There are also products
offered by HUL which are for professional beauty care such as TONI & GUY,
aviance and TIGI In the toothpaste segment we have Pepsodent and Close up. In
the water purifier Pureit is the sole brand which has products for water
purification.

Image: company website

Price:

Hindustan Unilever (HUL) is one of the leading company, offering many products
and hence a wide price range. Since HUL is a market leader in almost all the
segment it is present in it keeps a very competitive price for all the products as
the competition is quite stiff in the segments and as the customer in segment
are looking for value for money products. As the company tries to reach the
maximum number of customers in all income segment HUL produces products
with different packages and hence very different prices although the quality
remains the same. Hindustan Unilever also has various professional product for
which it follows premium pricing strategy for example TONI & GUY is very
premium priced as compared to Lakm. When HUL comes up with new products
it comes up with bundling strategy where in it packs a small sample to the main
product although the product is either in the same category or with the same
brand name. This gives an insight of how HUL prices its products in its marketing
mix.

Place:

HUL has a very wide outreach into many deep pockets of the country. Hindustan
Unilever has 6.4 million outlets across the country out of which 2 million are the
retail outlets. HUL also has 30 factories across the country which are further
connected to more than 2700 stockists which again then reach the retail outlets
which are the convenience stores and the super markets. This shows the strong
place & distribution marketing mix strategy of HUL. To reach the rural sector HUL
has various rural distributors which then forward to the rural sub stockists to the
rural retailers. With the coming up of Carry and Forward agencies it has been
able to reach many deep pockets of the country with a significant cost reduction.
Apart from the regular distribution channel HUL also employs multi-level
marketing to reach to customers requiring professional beauty products.

Promotion:

Hindustan Unilever (HUL) has been heavily investing in the brand promotions as
it needs them mostly for brand recall and many a times for introducing new
brands. Therefore Hindustan Unilever primarily uses aggressive promotion and
advertising its marketing mix. The advertisements of HUL brands are in the form
of television commercials, newspaper ads or any other magazines and as well as
with the online presence as well. Most of the times these campaigns are targeted
by telling stories to build relations rather than to sell them directly. HUL also has
tied up with many celebrities such as Shahrukh Khan, Kareena Kapoor, Kajol,
Varun Dhawan as well as with the professional hair stylist Jawed Habib.
Hindustan Unilever also participates in tons of CSR activities such as the famous
project Shakti to empower rural women, Sanjivani a mobile service camp, water
conservation projects and many more. HUL also time and again organizes
various campaigns to create awareness among the viewers and improve health
and well being. Hence, this concludes the HUL marketing mix.

About HUL (Hindustan Unilever Limited):

Hindustan Unilever is an Indian subsidiary Dutch company Unilever and is Indias

biggest fast moving consumer goods company. The HUL company is based in
Mumbai, Maharashtra. HUL has the widest outreach to the customers through its
6.4 million outlets across the country. Hindustan Unilever was established by the
merger of Hindustan Vanaspati Manufacturing Company, Lever Brothers India
Limited and United Traders Limited in 1956. HUL had a revenue of Rs. 31,987
crores and operating profit of Rs. 5,409 crores in FY 2015-16. HUL has employee
strength of 18,000 headed by Harish Manwani the chairman and Sanjiv Mehta as
MD and CEO. The Hindustan Unilever company has been listed in the Forbes list
as the most Innovative Indian brand in 2015.

Heinz Marketing Mix

Marketing Mix of Heinz analyses the brand/company which covers 4Ps (Product,
Price, Place, Promotion) and explains the business & marketing strategies of
Heinz.

Let us start the Heinz Marketing Mix:

Product:

Heinz is a leading food manufacturing brand. The product strategy in the

marketing mix of Heinz is discussed as follows.Heinz popular brands include
Complan having variants for Growth, Memory and Nutrigo. The above mentioned
products are developed focusing children in mind. Other products include Glucon
D, Heinz Tomato Ketchup, Kraft Cheese, Nycil Prickly heat powder, Sampriti. In
international product category, products include such as Mayonnaise, Vinegar
and Sauces. The companys focus is to provide quality products to its customers
maintaining the same hygiene and quality standards across its product portfolio.
Heinz ketchup in India is available in 2 varieties i.e. Standard Tomato ketchup
and Tomato chilli sauce. It creates alternatives in taste as per the regional
interpretation of the product. Heinz ABC Indonesia is considered one of the
largest Heinzs business in Asia with leading products such as Syrup ABC, Sambal
ABC [Chilli Sauce], and Kecap ABC [Sweet Soya Sauce]. The products
manufactured by Heinz go through stringent quality checks and is FSSAI
approved in India.

Image: pixabay

Price:

Heinz follows competitive pricing strategy, keeping in mind the target consumer.
The pricing decisions are taken into consideration to adjust to economic
conditions and observing consumer habits. Heinz ketchup continues to perform
better with increased market share in recent times. Heinz global market share in
snacks had decreased over the years but lately it has stabilised. To increase sales
Heinz had also produced bottles with upside down shape and started promoting
their large size bottles at major retail outlets. Hence, this gives and overview in
the marketing mix pricing strategy of Heinz. It faces competition from Kissan,
Nestle in sauce category hence the pricing is decided based on the competitors
move.

Place:

Heinz products are available worldwide through an excellent distribution system.

Kraft foods and Heinz had merged to accelerate its expansion globally and
improve growth. The company has efficient supply chain in place hence
distribution of goods has considerably improved over the years. Heinz has its
presence in global market including countries like United States, Australia,
Canada, Indonesia, Netherlands, United Kingdom, India and China. Heinz China
focused on infant foods and sauces and Heinz Hong Kong Limited is having its
operation in Hong Kong, China and Taiwan. In UK, Heinz is the leading seller of
Heinz Baked Beans.

Promotion:

Heinz primary technique to engage customers was advertising through TV

advertisements but has eventually used direct marketing techniques to build a
better stronger and long term relationship with its customers. With the advent of
the digital age and technological advancement, it is focusing on targeting
individual customers. Heinz had launched its food advertising campaign Insist
on Heinz as the slogan. It has significantly invested in its advertising campaigns
in response to increased competition. Heinz had also formulated Group 57 a
team of culinary experts that provides new ideas to customers. To promote
health benefits of lycopene in tomatoes, Heinz invested in consumer education.
The positivebrand image has helped Heinz to retain customer loyalty. Hence, this
covers the entire marketing mix of Heinz.

About Heinz:

The H.J. Heinz Company was founded by Henry John Heinz in 1869 and is
headquartered in Pittsburgh, Pennsylvania. Heinzis an American food processing
company and is considered a global leader in food and nutrition. It is also the
fifth largest food and beverage company in the world. It has its presence in more
than 40 countries across the world. Major brands include Kraft, Heinz, ABC,
Classico, Capri Sun, Kool Aid, Maxwell House and many more. The major brands
in India includes Heinz Tomato Ketchup, Nycil, Complan, Glucon D, Sampriti, Craft
Cheese. The company has its values imbibed in the following context i.e.
Consumer First, Innovation, Integrity, Ownership and Quality. Mr. Bernardo Hees
is the chief executive officer. Heinz was ranked number 1 in Ketchup in US that
had a market share of over 50%. Its international presence includes in countries
like United States, Australia, Canada, India, Indonesia, Netherlands, United
Kingdom and China.

Baskin Robbins Marketing Mix

Marketing Mix of Baskin Robbins analyses the brand/company which covers 4Ps
(Product, Price, Place, Promotion) and explains the business & marketing
strategies of Baskin Robbins.

Let us start the Baskin Robbins Marketing Mix:

Product:

Baskin Robbins has a wide variety of offerings, especially in ice-creams. Baskin

Robbins ice-creams form the product strategy in its marketing mix. Its products
are as:

Ice Creams : These Baskin Robbins ice creams are classified as Favorite,Timeless
and Divine.Favorites include Almond Praline Gold,Banana Caramel,Black
Currant,Butterscotch Ribbon,Chocolate,Coffee,Fruit Overload,Mango Honey Nut
Crunch,Mississippi Mud,Papaya,Rum Punch.Timeless includes splish splash,cotton
candy vanilla.Divine included Bavarian chocolate,Belgian Bliss,Chocolate mousse
royale,Coffee almond fudge,Mint Milk Chocolate, Litchi Gold,etc.

Milkshakes : Baskin Robbins offers milk shakes like Cheeky Coffee,Chocolate

chiller,Cokkies N Cream,Honey Crackle,Mango Berry Magic,Strawberry Mania are
the shakes offered on the menu.Also it offers refreshing Coke Float and Splish
Splash in Floats category.

Sundaes : Baskin Robbins sundaes contains flavours like Volcano Sundae,Single

scoop Sundae,Banana Royale,Banana Split,Brownie A LA Mode,Double scoop
Sundae,Nutty Professor,Oreo Cookie,Thunder Hot Fudge.

New introductions by Baskin Robbins include chocolate sticks like choco

crackle,coffee almond,etc.It also provides option of waffle cones as well as cups.

Image: flickr-photos/63122283@N06/

Price:

Baskin Robbins offers premium products at high quality and hence the pricing
strategy used is premium. Baskin Robbins followed promotional pricing and
psychological pricing strategies at times i.e not rounding off to nearest digit. It
introduced low price candies. They decided to offer bulk discounts instead of
lowering individual product prices to maintain competitive edge and their
premium status. Sometimes Baskin Robbins offer weekly coupons depending on
the new seasonal arrivals. In USA they were originally priced around $6.50 but
they have marked up the price now but offer discount on multiple purchase such
as 2 for $8.99. This gives an overview on the pricing strategy in the marketing
mix of Baskin Robbins.

Place:

Baskin Robbins first outlet was opened in Glendale in California, USA. Since
1970, Baskin Robbins decided to expand their outlets across countries and now
there are approximately 7300 outlets across 50 countries including India. Baskin
Robbins follow franchising policy where it provides licence to the franchise owner
to do business and provide assistance in organising and managing the franchisee
according to standards with all respect.Hence the places are selected based on
consumer behaviour at their own will with maximum footfall. Baskin Robbins is
spread across 150 cities and 600+ stores

Promotion:

Baskin Robbins has focused on a strong promotional strategy as a part of its

marketing mix. Baskin Robbins started online promotions to greater extent and
realised that engaging customers is very important. Posts that engage users,
contests, writing about current happenings etc are simple and effective ways of
gaining customer base. They are making sure that the company reaches to
almost all the people all over the world. Baskin Robbins used all the channels like
newspaper, posters, television, hoarding, interactive games. In its first
promotional activity, a local agency was hired which came up with the concept of
31 flavours i.e new flavour each day of the month. In India, it sponsors famous
reality TV show MTV roadies. In 2007, Baskin Robbins tied up with the launch of
Spiderman 3 movie and extended many promotional campaigns. It also
introduced new flavours and packaging cups pertaining to characters of the
movie. It also sold tickets for rock concerts, partnered with movies and TV shows.
All such activities helped enhance the visibility of Baskin Robbins as a brand.
NBA Star LeBron James as brand ambassador of Dunkin Donuts and Baskin
Robbins. Hence, this covers the entire marketing mix of Baskin Robbins.

About Baskin Robbins:

Baskin Robbins is the largest ice cream speciality store chain. Baskin Robbins is
based in Canton, Massachusetts. Baskin Robbins emerged as a firm by merging
two of the respective parlours of Burt Baskin and Irv Robbins in Glendale,
California. In India, Baskin Robbins started its first store in Mumbai. First
manufacturing plant was opened in Pune in 1993.Baskin & Robbins is known for
its characteristic strategy of new flavour each day of the month. It is one of the
largest ice-cream retail chain in the world. With some finest people from
hospitality industry, Baskin Robbins has turned into worlds most loved ice cream
brand. It is almost 100% franchised.

SERVICES Marketing Mix

Infosys Marketing Mix

Marketing Mix of Infosys analyses the brand/company which covers 4Ps (Product,
Price, Place, Promotion) and explains the business & marketing strategies of
Infosys.

Let us start the Infosys Marketing Mix:

Product:

Infosys is an India based leading technology and consulting solutions company

serving clients worldwide. Infosys Limited provides business solutions and
consulting in its marketing mix to various industries like pharmacy, insurance,
mass media, transport services, retail, manufacturing, banking, defence, energy,
etc. Infosys manages, administers and apply Information technology function,
also it crunches data for these companies. It develops software which are
specialised to the needs of the business. Also, maintains and further develops
this software. Infosys also provides corporate governance data, analytics like that
of sentiment analysis to different companies to see how consumers are reacting
to the products. Recently, the two units of Infosys Lodestone and Management
Consulting Services have come together under the banner of Infosys Consulting
brand.

Image: company website

Price:

Infosys has a diverse service and solutions offerings and the pricing is dependent
on factors like client, geography, industry, forex and the solutions sought by the
companies. Infosys enjoys the benefit of lower labour cost in India while high skill
set as with the surge in the number of engineers produced each year India was
on a high all through 2000s. Infosys rode on this high tide to hire cheaper high
skilled labour. Infosys faces immense competition. Main aim of Infosys to enter
into more and more diverse industries. Therefore, Infosys follows a penetrating
pricing strategy which means that it offers the services at a low price while
ensuring precision and quality of the services.
Place:

Infosys has a presence in over 50 countries and has more than 1000+ strong
global clients. Infosys being the largest IT company of India, it is present in USA
and Europe as well. All these show how the place strategy in its marketing mix
has enabled the company to become a global brand. Besides, it has offices on
China, Germany, Sweden, Australia and Belgium. Other than offices it also has
training and development centres, sales and marketing offices in many other
locations to ensure seamless performance of the company. The scale of
operations of Infosys is worldwide, in fact it is the biggest employer of H-1B visa
holders in the USA. Infosys is all set to grow its existence in Germany.

Promotion:

Infosys has undertaken Academic Entente which provides opportunities for

employees of Infosys to manage working and learning together by company
sponsored trips, case studies, speaker sessions, etc. An initiative called Infosys
Foundation which caters to the green aspect of the company has been underway
leading to Infosys becoming the one of top twenty green companies. Infosys also
hands out an accolade called Infosys Prize to a scientist, engineer, researcher,
etc. from India a corpus of rupees sixty-five lacs, a certification and golden
medallion. Infosys has a brand awareness in the field of software, BPO, KPO, etc.
industry. The Digital India wave has favoured Infosys, bringing the company to
the forefront.

Since this is a service marketing brand, here are the other three Ps to make it the
7Ps marketing mix of Infosys.

People:

Infosys is one of the top recruiters in India in the IT and consulting sector.
Employees at Infosys are required to possess the following qualities for business
solutions consultancy:

Advisory skills

Business skills

Communication skills

Management skills

Technical language skills

Infosys employs 200,000 employees which serve globally. With the big data,
cloud and analytics boom I software industry, Infosys is looking forward to hire
around two thousand and one hundred more employees. They will be hired in US
to help deal with increase in skill demand and improve global presence as well.

Process:

Infosys is involved in software development tailored to the needs of the client,

ISP providers, interactive data access and analytics. Also online database
management. At Infosys there are units like BPOs and LPO, etc. where clients are
divided on the basis of their functional need. Zero Distance is a framework
followed at Infosys which stands for eliminating all gaps between the client, his
needs and the employee working on it so the processes are faster, more apt and
streamlined to client needs. This leads to increased customer satisfaction.
Infosys is perceived to be a company which hires and values only performers.

Physical Evidence:

The biggest physical evidence of Infosys are its company campuses which are
presence all across the world. Some of the presence which the brand has are:

Infosys won Corporate Citizen of the Year Award by the Economic Times
Award 2015

Exemplary corporate governance certification by the Institute of Company

Secretaries

Pune and Bangalore buildings were awarded the Leadership in Energy and
Environment Design (LEED)

Apart from this, the physical presence of the company are highlighted by
innovative initiatives like Infosys foundation, Infosys Labs, Academic Entente and
an annual prizes for scientists & researchers called Infosys Prize. All these
complete the marketing mix of Infosys company.

About Infosys Limited:

Infosys Limited is an Indian multinational company which deals in business

consulting solutions, information technology and outsourcing. It was found in
1981 by seven engineers, some of them are N. R. Narayana Murthy, Nandan
Nilekani, S. Gopalkrishnan, etc. Some of its major competitors are Wipro
technologies, Cognizant, Tata Consultancy Services, etc. Under the current
leadership of Dr. Vishal Sikka the revenue has crossed fifty thousand crore
rupees. Recent development in Infosys is Infosys Mana, which is deemed to
amalgamate machine learning with organisational information. This is an
initiative to deal with the new challenges of automation and innovation together,
setting benchmarks.
Dominos Marketing Mix

Posted in Services, Total Reads: 112

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Marketing Mix of Dominos analyses the brand/company which covers 4Ps

(Product, Price, Place, Promotion) and explains the business & marketing
strategies of Dominos.

Let us start the Dominos Marketing Mix:

Product:

Dominos is one of the leading global pizza outlets. The product line of Dominos is
mainly concentrated on various kinds of pizzas which are customized with
respect to the local markets. In America the most popular offered by Dominos is
the pepperoni pizza. In other places it ranges from a lot of vegan pizzas to other
non-vegetarian pizzas. The size of the bases has a lot of variety and are of
various types. A variety dips, sauces and toppings are also included. Dominos
pizza can be customized as per the preference of the customer. It also contains a
variety of pastas both of non-vegetarian and vegetarian types. Apart from pizza
breads there are other flavoured breads on the menu. The side items offered by
Dominos also include chicken wings, bacon and other flavoured chicken dishes.
All these are the main product mix in the pizza brands marketing mix. The
dishes are also accompanied with drinks for which it has tied up with Coca Cola
and sell all the soft beverages and major juices made by Coca Cola.

In India the Dominos menu also majorly consists of various types of pizzas,
chicken crusts, flavoured breads, pastas, side dishes ranging from dips, desserts,
chicken items and subwiches, burger pizzas, mousse cake, choice of toppings.
The soft beverages and other drinks again are tied up with Coca Cola.

Image: company website

Price:

Dominos has got a very competitive pricing for its pizzas. Since Dominos has two
major competitors which are almost equally or even more spreaded than it is it
has to keep competitive prices. The prices are differentially done with three sizes
available and the non-vegetarian pizzas being charged relatively higher. Also the
pricing of pizzas and other eatables in its marketing mix is so done that the
segment one size is catering to does not overlap with the other. Also as we go on
customizing the charges are on the basis of part added to the pizza. The side
dishes do not have choices and are priced at one price. The beverages sold by
Dominos are quite higher than that of normally sold at the general market
because of the convenience.

Place:

Dominos operates on a franchise based model where 97% of its business is

franchise owned. Currently there are around 13000 Dominos stores globally. In
the United States around 4800 domestic franchise stores and 840 around
franchisees operating more than one stores. Internationally there are more than
7300 stores of Dominos. Outside the United States, India is the next hotspot
destination having more than 1100 stores. It has 16 dough manufacturing
centres and 1 equipment supply centre, 1 vegetable processing centre and 1
pressed plant centre in America. Similar kind of proportions are maintained
globally although the machines and other equipment are supplied by Dominos
itself. Dominos also has presence online as 95% of the transactions are done
online through apps and on its websites with more than 39 countries making
orders online.

Promotion:

Dominos does promotion and advertising aggressively in its marketing mix.

Dominos does majority of its promotions on its websites, mobile apps and
personalised SMS to individual customers to gain more attention by making them
aware of the new offers and discounts. Dominos also promotes itself through TV
commercials where it claims to deliver pizza with a 30 minute guarantee for
home deliveries. It also tied up celebrities regionally to better connect through
the Dominos advertisements. Dominos also has featured in many newspapers
also for various new innovative products it launches in its menu. Dominos also
offers various discount promotions on various days of a week ranging from 10%
discounts to full pizza free, also any side dishes free and bundling techniques are
used to attract customers.

Since this is a service marketing brand, here are the other three Ps to make it the
7Ps marketing mix of Dominos.

People:

Dominos staff is very much trained although there is not much scope of
innovation to do in the customer service as they have to meet minimum
standards. The Dominos employees undergo training as per the training manual
and according to the guidelines provided by the dedicated learning and
development team. Employees are also encouraged to provide ideas for
improvement through the classroom training and other developmental tools. The
innovations are supported through rewards under various schemes. There is also
a stringent feedback system which is linked to the performance system and
hence makes the employees accountable for their actions and behaviour on the
workplace. It also supports various certifications and other external development
programs. Also the employees up to the higher management wear the uniform of
Dominos which shows the equality and strong values it maintains in the
organization.

Process:

The Dominos restaurant has two methods of service that is order at the
restaurant and order online which could be taken away or delivered at home.
Both these processes in its marketing mix are its service offering backbone. As it
guarantees thirty minutes delivery Dominos prioritizes the home deliveries first
as they need to be prepared quickly and then taken over by the delivery boy to
be delivered. The Dominos restaurant deliveries are also done on a token basis
which determines the queue number and customers can collect their pizzas after
they have paid for their orders. In the restaurants they have to choose from the
menu at the many counters which are at the front end of the kitchen from a
menu being displayed in front of them. After the order being placed immediate
payment is made after which they wait for being served. The Dominos
restaurants also has a cleaning staff which regularly maintains the hygiene of the
restaurant. In the online deliveries there is the pizza tracker system where you
can track your order phase from order taking till the delivery reaches home. The
customers can also give the feedback directly to the attendees.

Physical Evidence:

Dominos biggest physical evidence is its attractive family outlets. The customer
receives the hot pizza in a specialized covering which flashes the promotions and
Dominos logo. The size of the packaging differs with the size of the orders and all
individual items are generally packed separately. The employees have to be in
their typical attire consisting of the Dominos T-shirt and cap and also with
minimum level of conduct. The payments are made through cash or card in
restaurants and for online orders there are variety of payment methods include
cash, card and mobile payments. The Dominos customer support is also online
during the restaurant working hours for taking telephonic order as well as
address to the customer grievances. The customer support is available through
website or phone with their countrywide unique number. Hence, this concludes
the Dominos marketing mix.

About Dominos:
Dominos Pizza is a restaurant chain based in America founded in 1960. Dominos
has its headquarters in Michigan, U.S.A. and serves worldwide across 82
countries. Dominos is the second largest pizza chain in the world and sells on an
average more than 1.5 million pizzas per day. It focuses on local markets through
a large chain of franchise owners. Dominos has a revenue of around $2.2 billion
and net income of around $ 400 million. It is one of the top companies which has
maximum number of its ordering happening through online. Dominos major
competitors globally are Papa Johns and Pizza Hut. It has an employee base of
260000 and is headed by CEO J. Patrick Doyle.