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
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 channel marketing. It is strategically placed in big corporate areas, universities, malls and other places and now is it is planning to open its stores in airports of Delhi, Mumbai on sub-franchise and sub-lease basis to target more customers Charitable activities
In 2001, Domino's launched a two-year national partnership with the Make-A-Wish Foundation of America. That same year, company stores in New York City and Washington D.C. provided more than 12,000 pizzas to relief workers following the September 11 attacks on the World Trade Center and The Pentagon. Through a matching funds program, the corporation donated $350,000 to the American Red Cross' disaster relief effort. In 2004, Domino's began a partnership with St. Jude Children's Research Hospital, participating in the hospital's "Thanks and Giving" campaign since the campaign began in 2004, and raising more than $1.3 million in 2006. Much like the soft elastic dough used as the foundation for which their mainstay product is built, Domino’s Pizza has shaped their marketing strategy into a juggernaut that has enjoyed nearly half a century of success. Currently a market follower—second only to Pizza Hut—Domino’s longevity and rapid rate of growth is due largely to their ability to establish, maintain, and remain true to their original marketing mix. Domino’s success, however, is due to the fact that they have been able to differentiate themselves on a very crowded playing field. Most companies, at least the successful ones, concentrate on the four Ps that compose their marketing mix. Albeit product, price, place, and promotion are the cornerstone of many marketing strategies—Domino’s Pizza has leveraged the four Cs, or consumer’s viewpoint, to establish their marketing mix. Customer solution, cost, convenience, and communication are considered each time Domino’s Pizza introduces a new product or initiates a new promotion. The science of marketing was the last thing on the minds of the Monaghan brothers when they...
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