Here’s How Domino’s is Challenging the Notion of Pizza as an Occasion-only Meal

  • Domino’s has periodically introduced value offerings to its customers in India which in turn has increased the consumption of Pizza in India. The brand has taken various steps like buying one get one free, free pizza if delivered after 30minutes, to lure its customers.
  • Domino’s today cuts across demographics with majority consumption from people who are under 30. It claims to cut across strata – Sec A B C (Socio-economic classes classification).
  • The brand is present in 250+ towns, with significant contribution from the top 20-30 cities. ‘Domino’s Pizza Aye Free’ became the brand’s USP and increased its brand recall in 2010.
  • Since then, Domino’s has been releasing offer-specific ads, ‘Pizza Aye Free’ jingle and positioning is long-standing. Domino’s takes a 360-degree approach to promote itself. It also spends big on digital, print and radio.
  • Last year, on the occasion of Ganesh Chaturthi in Maharashtra, it organized AC buses to help devotees commute comfortably between 2 pandals. The pick and drop points were various Domino’s Pizza outlets in Mumbai.
  • On Holi, the brand introduced ‘Rand De Holi’ contest, where users were asked to share theirs before and after Holi photos. The best ones were converted to GIFs and were shared with the customers.
  • The challenges face by Domino’s is that how close can they be to the customers, how can they delight the customers with there service and through innovations as well.
Source: http://bit.ly/2qCJJ5X

 

 

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Hrishikesh Salgaonkar

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Yash Rathod

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