Dominos Pizza
zza. Product
Domino’s introduced a wide range of Pizzas and other snack items customized according to the tastes and preferences of Indian public including Double Cheese Crunch pizza, Cheese Burst pizza, Kebab pizza, Chicken Wings, Choco Lava cake, Pasta, Breadsticks etc.
They also launched few Pizzas for specific geographical markets * Deluxe chicken with Mustard Sauce and Sardines were introduced in East Indian markets * Mutton Ghongura and Chicken Chettinad were introduced in South Indian markets
2. Price
Initially Domino’s India targeted customers, which are value sensitive and not price sensitive. The high price of their products were attributed to the high quality of material used. Domino’s even sourced some of their ingredients from outside India.
However, because of increasing competition from Pizza Hut, Domino’s introduced price cuts and discounts to attract the customers. In 1998,Dominos introduced the Pizza Mania scheme where it offered a large pizza for Rs.129/-.
3. Promotion * Advertising: Celebrities like Paresh Rawal, Anupam Kher, Arshad Warsi acted in various fun ads to target Indian audience and improve brand recognition. * Promotional Campaigns: Domino’s aggressively attacked Indian market with its various promotional campaigns like “Hungry Kya?”, “The Pizza delivery experts” and “Khusiyon ke home delivery” to target large customer segments. * 30 minutes Delivery: This campaign was incredibly successful in helping Domino’s achieve dominance in the Pizza home delivery segment. * Discount coupons: A major promotional tool driving sales during special days of the week * Publicity and PR: Sponsoring college fests, cultural programs and promotional events throughout the country helped Domino’s increase Brand recognition
4. Place
Dominos India opened its first store in Delhi in 1996. At the time of writing of the case it covered 44 cities including tier 2 and tier 3 cities. It has employed push Strategy in
Domino’s introduced a wide range of Pizzas and other snack items customized according to the tastes and preferences of Indian public including Double Cheese Crunch pizza, Cheese Burst pizza, Kebab pizza, Chicken Wings, Choco Lava cake, Pasta, Breadsticks etc.
They also launched few Pizzas for specific geographical markets * Deluxe chicken with Mustard Sauce and Sardines were introduced in East Indian markets * Mutton Ghongura and Chicken Chettinad were introduced in South Indian markets
2. Price
Initially Domino’s India targeted customers, which are value sensitive and not price sensitive. The high price of their products were attributed to the high quality of material used. Domino’s even sourced some of their ingredients from outside India.
However, because of increasing competition from Pizza Hut, Domino’s introduced price cuts and discounts to attract the customers. In 1998,Dominos introduced the Pizza Mania scheme where it offered a large pizza for Rs.129/-.
3. Promotion * Advertising: Celebrities like Paresh Rawal, Anupam Kher, Arshad Warsi acted in various fun ads to target Indian audience and improve brand recognition. * Promotional Campaigns: Domino’s aggressively attacked Indian market with its various promotional campaigns like “Hungry Kya?”, “The Pizza delivery experts” and “Khusiyon ke home delivery” to target large customer segments. * 30 minutes Delivery: This campaign was incredibly successful in helping Domino’s achieve dominance in the Pizza home delivery segment. * Discount coupons: A major promotional tool driving sales during special days of the week * Publicity and PR: Sponsoring college fests, cultural programs and promotional events throughout the country helped Domino’s increase Brand recognition
4. Place
Dominos India opened its first store in Delhi in 1996. At the time of writing of the case it covered 44 cities including tier 2 and tier 3 cities. It has employed push Strategy in
References: Clifford, S. (2009). Video prank at Domino’s taints brand. Retrieved January 25, 2010, from http://www.nytimes.com/2009/04/16/business/media/16dominos.html Kotler, P. & Armstrong, G. (2008). Principals of marketing. Pearson Prentice Hall. Upper Saddle River, New Jersey. Laukens, D. (2010). The history of Domino’s Pizza. Retrieved January 23, 2010, from http://www.recipepizza.com/the_history_of_dominos_pizza.htm Miranda, E. (2009). Internet marketing – Franchises: Domino’s Pizza. Retrieved January 23, 2010, from http://www.wsicorporate.com/article/Franchises_dominos_pizza