abhishreshthaa
Abhijeet S
introduction
entered India in 1996 through a franchise agreement with Vam Bhartia
Corp.
first outlet was opened in Delhi.
Domino's had the largest network in the fast food segment in India- with
101 outlets across 40 cities.
Domino's had a tie-up with a real estate consultant Richard Ellis to help
with locations, conduct feasibility studies, and manage the construction. It was also looking at non-traditional outlets like large corporate offices, railway stations, cinema halls and university campuses.
Marketing Mix
The tools available to a business to gain the reaction it is seeking
from its target market in relation to its marketing objectives
7Ps ±
1.
Product
2.
Price
3.
Promotion
4.
Place
5.
People
6.
Process
7.
Physical Environment
Traditional 4Ps extended to encompass growth of service industry
Product
To capture the market, Domino¶s had to localize flavors." Thus, Deluxe
Chicken with Mustard Sauce' and Sardines were confined to the East,
Mutton Ghongura and Chicken Chettinad to the South and Chicken
Pudina to Mumbai. Butter chicken, Makhani Paneer and the Chatpata
Chana Masala were confined to the North.
Price
Domino's sold a 12" Pizza for Rs 265. Indians are value-, not price-
sensitive.
We need to offer comeback value to our customer.
The high price was attributed to the high quality of ingredients used.
For instance, Domino's sourced its Peperoni and Jalapeno needs from
Australia and Spain respectively.
However, with competition increasing from Pizza Hut, Domino's
introduced price cuts,and discounts to attract the customers. In 1998, Domino's introduced the Pizza Mania scheme where it offered a large pizza for Rs.129/-.
promotion
Domino,s use advertising, sales promotion, including promotional
education, publicity, and personal selling for promoting his services.
Branding refers to the various methods of promoting the services,
entered India in 1996 through a franchise agreement with Vam Bhartia
Corp.
first outlet was opened in Delhi.
Domino's had the largest network in the fast food segment in India- with
101 outlets across 40 cities.
Domino's had a tie-up with a real estate consultant Richard Ellis to help
with locations, conduct feasibility studies, and manage the construction. It was also looking at non-traditional outlets like large corporate offices, railway stations, cinema halls and university campuses.
Marketing Mix
The tools available to a business to gain the reaction it is seeking
from its target market in relation to its marketing objectives
7Ps ±
1.
Product
2.
Price
3.
Promotion
4.
Place
5.
People
6.
Process
7.
Physical Environment
Traditional 4Ps extended to encompass growth of service industry
Product
To capture the market, Domino¶s had to localize flavors." Thus, Deluxe
Chicken with Mustard Sauce' and Sardines were confined to the East,
Mutton Ghongura and Chicken Chettinad to the South and Chicken
Pudina to Mumbai. Butter chicken, Makhani Paneer and the Chatpata
Chana Masala were confined to the North.
Price
Domino's sold a 12" Pizza for Rs 265. Indians are value-, not price-
sensitive.
We need to offer comeback value to our customer.
The high price was attributed to the high quality of ingredients used.
For instance, Domino's sourced its Peperoni and Jalapeno needs from
Australia and Spain respectively.
However, with competition increasing from Pizza Hut, Domino's
introduced price cuts,and discounts to attract the customers. In 1998, Domino's introduced the Pizza Mania scheme where it offered a large pizza for Rs.129/-.
promotion
Domino,s use advertising, sales promotion, including promotional
education, publicity, and personal selling for promoting his services.
Branding refers to the various methods of promoting the services,