MARKETING STRATEGIES OF DOMINOES IN INDIA

INTRODUCTION:

Businesses need marketing in order to attract and keep clients as well as accomplish their
organizational objectives. Effective marketing techniques assist businesses in standing out
from rivals, raising brand recognition, and cultivating enduring relationships with consumers.
Marketing is essential in the fast-food sector to draw consumers and boost revenue. A
company that has effectively applied cutting-edge marketing techniques to meet its corporate
goals is Domino's Pizza. The business has modified its marketing tactics throughout time to
take into account shifting consumer tastes and technical developments. In this essay, we
examine Domino's marketing tactics with an emphasis on its activities in India.

Businesses are continually looking for methods to strengthen their marketing tactics to get a
competitive advantage in the market in the present era of globalization and fierce rivalry.
Domino's Pizza is one such business that has successfully implemented an efficient marketing
plan. Through the use of creative and successful marketing techniques, Domino's Pizza, one
of the biggest pizza delivery businesses in the world, has established itself as a household
name in India over the past several decades.

The purpose of this research paper is to examine how the marketing tactics used by Domino's
Pizza in India have helped the business succeed. This paper will go through Domino's Pizza's
history in India, its target market, marketing mix, promotional tactics, and Internet marketing
methods.

History:

One of the biggest pizza delivery businesses in the world, Domino's Pizza was established in
the United States in 1960 and has since spread internationally. The business opened its first
store in New Delhi in 1996 to penetrate the Indian market. Due to fierce competition from
regional businesses like Pizza Hut and Pizza Corner, the firm initially struggled to obtain
market share. The business overcome these obstacles by implementing cutting-edge
marketing tactics that catered to Indian consumers.
NEED FOR THE STUDY / STATEMENT OF THE PROBLEM

In order to better comprehend Domino's Pizza's marketing tactics in India and how they have
influenced the success of the business, this research is needed. The study will assist pinpoint
the crucial elements that have contributed to Domino's Pizza becoming a well-known brand
in India and look at how the business has managed to maintain its success over time. The
research attempts to offer insights that may be helpful for other companies trying to develop
their operations in India by examining the company's marketing techniques.

Figuring out the challenges that Domino's Pizza experienced in India and how the business
overcame them through its marketing techniques is the description of the issue for this
research. Despite being a well-known brand in India, Domino's Pizza has had several
difficulties, such as rivalry from regional rivals, shifting consumer tastes, and economic ups
and downs. It is crucial to comprehend how the business has changed its marketing tactics in
order to overcome these difficulties and continue to be relevant in the Indian market. By
examining the various marketing tactics used by Domino's Pizza in India and assessing how
well they worked to overcome the problems the firm faced, the research seeks to solve this
issue.

SCOPE:

The examination of the company's strategies from the time of its introduction into the Indian
market in 1996 to the present is the scope of this study on Domino's Pizza's marketing
strategies in India. The history of the firm in India, the target market, the marketing mix, the
promotional techniques, and the use of digital marketing will all be included in the research.
Secondary sources of information, such as academic journals, business reports, news stories,
and other published sources, will be the main source of information for the study.

LIMITATIONS:

This study contains a number of limitations. First of all, the study only uses secondary data
sources, which could not give a complete view of the firm's marketing tactics. Access to some
data may also be subject to restrictions, for example, if it contains confidential information
about a company's marketing initiatives. Another drawback is that the study does not
compare India to other international markets; rather, it just examines Domino's Pizza's
marketing techniques there. Furthermore, the study only looks at Domino's Pizza's marketing
methods; it ignores operational, financial, and supply chain aspects of the business that could
have had a role in its success.

REVIEW OF LITERATURE:

 Amruta Anand Sakunde's "A Study on Marketing Strategies of Dominos Pizza" The
article examines Domino's Pizza's marketing tactics in India with a particular
emphasis on their use of social media and online marketing. In the course of the
research, primary as well as secondary information sources were used, including
interviews with Domino's Pizza executives and a customer survey.

 By Ruzanna Topchyan and Armine Shahinyan, "Marketing Mix Strategy Adaptation:

A Retail Organization's Response to the Global Economic Crisis": This research looks
at how retail businesses, particularly quick service restaurants like Domino's Pizza,
have modified their marketing mix plans in reaction to the financial crisis. The
research examines how businesses have modified their product, price, advertising, and
distribution strategies using secondary data sources.

 By Saeed M. Al-Muala, in "The Impact of Marketing Mix Elements on Consumer

Loyalty for Domino's Pizza": This study looks at how the marketing mix components
of product, price, promotion, and venue affect Domino's Pizza customers' loyalty in
Saudi Arabia. The study examines how various components of the marketing mix
affect consumer loyalty using primary data sources, including a consumer survey.

 By Ramya Rangarajan and Vijayakumar Manickam, "Innovative Marketing Strategies

in the Fast Food Industry: The Case of Domino's Pizza": This research examines
Domino's Pizza's creative marketing tactics in India with a particular emphasis on
how it uses technology to enhance the consumer experience. The study examines
Domino's Pizza's use of technology, including online ordering and GPS monitoring, to
improve customer experience using secondary data sources.
  By Kirti Mathur and Anamika Singh in their article "Impact of Digital Marketing on
Consumer Behaviour: A Case Study of Domino's Pizza": In the context of Domino's
Pizza in India, this study examines the effects of digital marketing on the buying
habits of consumers. The study examines how digital marketing initiatives like social
media advertising and email marketing impact customer behaviour using primary data
sources, including a poll of consumers.

 Richard L. Oliver and Jerry C. Olson, "The Effects of Brand Name on Quality
Perception and Preference": This study looks at how customers' preferences for fast
food companies like Domino's Pizza and their perceptions of quality are affected by
brand recognition. The study examines how brand name affects consumer perceptions
and preferences using primary data sources, including a consumer survey.

OBJECTIVES OF THE STUDY:

1. To comprehend Domino's Pizza's marketing techniques in India through a thorough

examination of available material.
2. To examine the influence of Domino's Pizza's marketing methods on customer
behaviour and brand loyalty in the Indian market.
3. To assess the success of Domino's Pizza's digital marketing initiatives in reaching and
interacting with its target demographic in India.
4. Identify the strengths and shortcomings of Domino's Pizza's marketing efforts in India
and make ideas for improvement.
5. Contribute to the current body of knowledge on marketing tactics in the fast-food
business, with a special focus on Domino's Pizza in India.

RESEARCH METHODOLOGY:

Since this study mainly uses secondary data sources, the research technique will mostly
consist of a detailed evaluation of pertinent literature, papers, and web sources connected to
Domino's Pizza's marketing strategy in India. The study will employ a descriptive research
approach in order to explain and analyse the company's current marketing strategy.
The first phase in the research technique would be to discover and choose relevant literature,
publications, and internet sources pertaining to Domino's Pizza's marketing strategy in India.
The chosen sources will then be extensively examined in order to discover relevant topics,
concepts, and trends relating to the company's marketing plans.

The research will concentrate on identifying the primary marketing methods used by
Domino's Pizza in India, as well as their efficacy and impact on the company's performance.

The possible bias and limits of the secondary data sources employed, as well as the absence
of access to primary data sources, are among the drawbacks of the study approach. The study,
on the other hand, seeks to overcome these constraints by employing a thorough and rigorous
procedure of locating and analysing relevant secondary data sources.

Analysis and Findings:

In India, Domino's Pizza's current marketing strategy focuses on increasing its internet
presence, extending its product options, and improving its delivery services. To reach its
target demographic, the firm has used an omnichannel marketing approach, utilising
numerous channels such as social media, email marketing, and SMS marketing.

The emphasis on providing value to clients is a crucial component of the company's

marketing approach. To attract consumers and encourage them to place orders, Domino's
Pizza routinely conducts specials and discounts. Furthermore, the firm has expanded its menu
to include items other than pizzas, such as sides, desserts, and drinks, in order to provide
customers with more alternatives and improve the average order value.

To improve the consumer experience, Domino's Pizza has also invested in upgrading its
delivery services. To provide clients with convenience and safety, the firm has included
features such as GPS monitoring of orders, a 30-minute delivery guarantee, and contactless
delivery.

Furthermore, the corporation has improved its marketing approach by leveraging technology.
Domino's Pizza has collaborated with third-party platforms such as Zomato and Swiggy to
broaden its reach and exposure among potential consumers. The organisation also use data
analytics to better understand client preferences and behaviour, allowing it to create more
targeted marketing efforts.
Overall, Domino's Pizza's current marketing strategy in India is centred on providing value,
convenience, and innovation to its consumers via an omnichannel approach, product
diversity, and investments in technology and delivery services.

Domino's Pizza in India promotes its brand and goods to its target demographic using a
variety of major marketing strategies. These are some examples:

 Television advertising: To reach a larger audience, Domino's Pizza in India invests

substantially on television advertising. The firm employs imaginative and interesting
advertisements to market its products and services.
 Online ordering: In India, Domino's Pizza's online ordering system is a significant
marketing tool. Customers may order their favourite pizzas and other items using the
company's user-friendly and simple-to-navigate website and mobile app.
 Social media marketing: Domino's Pizza has a significant social media presence in
India, including accounts on Facebook, Twitter, and Instagram. The firm uses social
media to interact with consumers, run promotions and contests, and provide
information and special offers.
 SMS and email marketing: Domino's Pizza in India promotes its goods and deals
using SMS and email marketing. The firm sends out regular updates and offers by
SMS and email to its registered consumers.
 In-store promos: Domino's Pizza employs in-store promotions to attract customers in
India. Customers who visit the company's stores and make purchases receive
discounts and freebies.
 To reach its target demographic and promote its brand and goods, Domino's Pizza in
India use a combination of traditional and digital marketing strategies.

Domino's Pizza's key marketing strategies in India have had a huge influence on the
company's performance. Television advertising has assisted the firm in reaching a larger
audience and raising brand recognition. Customers can now purchase their favourite pizzas
and other items online, which has resulted in higher sales for the firm.

Domino's Pizza has used social media marketing to communicate with its consumers and
establish a strong online presence. This has aided the organisation in increasing brand loyalty
and attracting new consumers. SMS and email marketing have also been successful in
promoting the company's products and offer to registered consumers, resulting in higher
customer retention and repeat purchases.

In-store marketing has assisted the firm in attracting customers and encouraging sales. The
combination of these three marketing techniques has enabled Domino's Pizza in India to
maintain its position as the country's largest pizza delivery brand while also expanding its
customer base and revenues.

Digital Marketing:

Domino's Pizza's digital marketing endeavours in India have been successful in reaching and
engaging its target population. The firm has a strong online presence via its website, mobile
app, and social media profiles, allowing it to communicate with clients in real-time and
deliver a frictionless ordering experience.

The online ordering system is one of the primary digital marketing strategies that has
contributed to the company's success in India. Customers may quickly place orders using the
website or mobile app, which accepts a range of payment methods and allows them to
customise their pizza toppings and sides. The online ordering system's simplicity and ease of
use have made it a popular choice among clients in India, particularly among the younger
generation who are tech-savvy and like to buy food online.

Domino's Pizza's social media presence is another effective digital marketing endeavour in
India. The brand has a sizable following on social media platforms including Facebook,
Twitter, and Instagram, where it constantly provides information about new goods,
promotions, and contests. The company's usage of social media has enabled it to
communicate with consumers, raise brand recognition, and foster a feeling of community
among its fan base.

Overall, Domino's Pizza's digital marketing operations in India have been a success because
of the company's ability to react to changing consumer behaviour and tastes. Through the use
of digital technology and social media, the firm has been able to reach out to and
communicate with its target audience in a more personalised and engaging manner, resulting
in greater brand loyalty and customer satisfaction.
The fast-food sector is very competitive, and marketing strategies are vital to the success of
enterprises in this area. Several studies have been undertaken throughout the years to better
understand the marketing methods used by fast-food restaurants and their efficacy. However,
there is a scarcity of study on the marketing strategies used by Domino's Pizza in India,
despite the fact that it is one of the top companies in the Indian fast-food sector.

Domino's Pizza's marketing strategy in India are influenced by the following PEST factors:

Political: The political environment in India can have an impact on the operations of overseas
corporations such as Domino's Pizza. Regulations, rules, and government stability may all
have an impact on a company's capacity to function efficiently and successfully.

Economic: The Indian economy has a tremendous impact on customer behaviour, as well as
the revenue and profitability of the organisation. Inflation, exchange rates, and disposable
income can all have an influence on demand for fast food items like pizza.

Sociocultural elements such as traditions, beliefs, values, and lifestyle habits can all have an
impact on a foreign brand's success in India. Domino's Pizza must adjust their marketing
methods to the Indian market's cultural peculiarities, such as supplying vegetarian
alternatives.

Technological advancements have transformed the food sector, and Domino's Pizza has
embraced this trend in its operations and marketing efforts. The company's use of technology
to expedite ordering and delivery procedures has been critical to its success in India.

Overall, a PEST study can give a more comprehensive knowledge of the external elements
influencing Domino's Pizza's marketing initiatives in India.

Target Audience:

In India, Domino's Pizza primarily targets young individuals and families searching for a
quick and economical supper. Additionally, the firm targets college students who are inclined
to purchase meals for late-night study sessions or hangouts. Domino's Pizza has offered
vegetarian alternatives that are popular among the country's vegetarian population in order to
cater to the Indian market. The company's target customer is also technologically
sophisticated, which is why it has made significant investments in online ordering and digital
marketing.

Marketing Mix:
The marketing mix refers to the numerous methods and strategies employed by Domino's
Pizza in India to advertise its products and services to its target market. These methods are
known as the four Ps of marketing: product, pricing, location, and promotion.

 Product: To appeal to varied client tastes, Domino's Pizza in India offers a wide
choice of items, including pizzas, sides, and drinks. To give a personalised experience
for its clients, the firm also provides customisation choices like as crusts and toppings.
 Price: To attract consumers while retaining profitability, Domino's Pizza in India uses
a competitive price approach. To make its products more inexpensive and available to
a larger audience, the firm offers a variety of specials and discounts.
 Domino's Pizza has a robust distribution network in India, with over 1,300 shops
spread throughout 282 cities. To make things easier for clients, the firm also features
an easy-to-use online ordering system, a smartphone app, and delivery services.
 Promotion: As previously noted, Domino's Pizza in India employs a variety of
promotional techniques to reach its target demographic and boost brand recognition,
including television advertising, online ordering, social media marketing, SMS and
email marketing, and in-store promotions

In summary, the marketing mix is an important component of Domino's Pizza's marketing

strategy in India. The company's successful use of product, pricing, place, and advertising has
helped it create a strong presence and increase consumer loyalty in the Indian fast-food
sector.

Domino's Pizza has been a successful player in the Indian fast-food business, with a
significant presence in key cities and a dedicated client base. The company's marketing
activities in India, on the other hand, have both strengths and weaknesses.

Strengths:

 Advertising campaigns that are unique: Domino's Pizza has long been recognised in
India for its creative advertising efforts that attract the attention of its target
population. The company's "Hungry Kya?" and "Khushiyon ki home delivery"
campaigns, for example, were both extremely effective in raising brand recognition
and boosting sales.
 Domino's Pizza in India has a significant social media presence, with a big following
on sites such as Facebook, Twitter, and Instagram. The firm connects with its
 consumers on these channels on a regular basis and offers promotions and contests to
enhance brand loyalty.
 Product innovation: Domino's Pizza in India routinely adds new and unique goods to
its menu, such as the "Pizza Mania" and "Burger Pizza" lines. These items are
frequently marketed through targeted advertising efforts, and they have assisted the
firm in attracting new clients as well as retaining existing ones.

Overall, these advantages have aided Domino's Pizza in establishing itself as a prominent
competitor in the Indian fast food sector and attracting a devoted client base.

Shortcomings:

 Pricing: In India, Domino's Pizza pricing are regarded quite high, which may alienate
price-sensitive customers. To appeal to a broader group of customers, the organisation
must explore price tactics.
 Localization: Despite the fact that Domino's Pizza has offered localised flavours and
products, some customers still regard the company as being too western and not
sufficiently fitted to Indian tastes and preferences.
 Sustainability: As consumer knowledge of sustainability and environmental effect
grows, Domino's Pizza must prioritise sustainability in its marketing efforts in order
to appeal to an expanding number of environmentally concerned customers.

Ultimately, while Domino's Pizza has done well in the Indian market, the firm must continue
to modify its marketing methods to meet the changing demands and tastes of Indian
consumers.

SUGGESTIONS:

Based on an examination of Domino's Pizza's marketing methods in India, some ideas for
improving its marketing efforts include:

 Personalization: Based on client data and preferences, Domino's Pizza might include
more personalised marketing initiatives, such as targeted advertising and incentives.
This can boost consumer involvement and loyalty.
 Localised Marketing: In order to cater to the varied Indian market, Domino's Pizza
could pursue more localised marketing activities. This might involve launching
region-specific goods or promotions, as well as interacting with local communities
through partnerships and sponsorships.
  While Domino's Pizza has a solid social media presence, it could improve its
engagement by harnessing user-generated content and implementing interactive
campaigns that promote customer interaction.
 Enhanced Online Ordering Experience: With the rising popularity of online ordering,
Domino's Pizza should concentrate on improving its website and mobile app to give
consumers with a more smooth and user-friendly experience.
 Focus on Sustainability: In recent years, there has been a greater emphasis on
sustainability in the food business. Domino's Pizza's marketing efforts might include
more eco-friendly activities, such as promoting the use of sustainable products or
packaging.

Domino's Pizza might strengthen its marketing efforts in India and increase its market share
in the extremely competitive fast-food business by adopting these suggestions.

To conclude, while Domino's Pizza in India has been successful in combining traditional and
digital marketing methods, there is always potential for development and innovation in order
to answer the changing tastes and expectations of the Indian market. By putting these
recommendations into action and constantly adjusting to the market, the firm may continue to
develop and flourish in India's extremely competitive fast-food industry.

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