Domino’s Pizza entered the Indian market only post 1996. But in less than five years they have been able to redefine the paradigms in food business and service sector.
The success of Domino’s is attributed to:
a) Clearly defined and communicated service delivery standards.
b) Effective implementation of direct marketing strategy.
c) Customer relationship management (CRM) practices.
d) Empowering the customer so that he/she could create his/her own
product.
Domino’s as mentioned earlier, have used the direct marketing strategy to reach out to customers.
Their advertisements initially showed the telephone numbers of their different outlets and promised to deliver hot fresh pizzas at customer’s doorstep in 30 minutes. Subsequently, once MTNL and BSNL came up with the toll free number
1-600, the company only advertised this number for order placement. This number was named by Domino’s as the “Hunger Help Line”.
On receipt of the call, the order was transferred in a seamless manner to the outlet nearest to the caller, who then produced and delivered it to the customer within the stipulated 30 minutes.
It also tied up with mobile phone companies for a similar service for customers.
The menu card too was delivered along with the order, so as to keep the customer informed of Domino’s different offerings and their prices.
This also ensured that Domino’s was within easy reach of the customer, right at home.
Like Domino’s today there are several food chains, consumer product companies and service organizations that are using the direct marketing strategy for effectively reaching out to their customers.
Direct Marketing is gaining importance, especially in urban markets and has emerged as an alternative form of marketing.
Brands like Orange cellular phone services have been built through an effective use of direct marketing tools.
The success of Domino’s is attributed to:
a) Clearly defined and communicated service delivery standards.
b) Effective implementation of direct marketing strategy.
c) Customer relationship management (CRM) practices.
d) Empowering the customer so that he/she could create his/her own
product.
Domino’s as mentioned earlier, have used the direct marketing strategy to reach out to customers.
Their advertisements initially showed the telephone numbers of their different outlets and promised to deliver hot fresh pizzas at customer’s doorstep in 30 minutes. Subsequently, once MTNL and BSNL came up with the toll free number
1-600, the company only advertised this number for order placement. This number was named by Domino’s as the “Hunger Help Line”.
On receipt of the call, the order was transferred in a seamless manner to the outlet nearest to the caller, who then produced and delivered it to the customer within the stipulated 30 minutes.
It also tied up with mobile phone companies for a similar service for customers.
The menu card too was delivered along with the order, so as to keep the customer informed of Domino’s different offerings and their prices.
This also ensured that Domino’s was within easy reach of the customer, right at home.
Like Domino’s today there are several food chains, consumer product companies and service organizations that are using the direct marketing strategy for effectively reaching out to their customers.
Direct Marketing is gaining importance, especially in urban markets and has emerged as an alternative form of marketing.
Brands like Orange cellular phone services have been built through an effective use of direct marketing tools.