Dominos reinforces 'Customer is King' strategy with new brand positioning

MUMBAI: The 'pizza' has been around in the Indian market for a while, but inspite of its "old association", it is still perceived as a fairly extravagant meal. In an attempt to do away with this notion, Dominos has launched a nationwide "Fun Meal for 4-There's one for everyone!" offer to cater to the family segment. In the process, it addresses the problem of 'affordability' that has been a major roadblock towards the expansion of the food retail chain.

Hence, the brand is now looking at a whole new strategy, with the prime focus to attract new customers and expand the current consumer base by making it more family-centric.

Towards this end, the company has set aside a marketing budget of Rs 40 million to drive this forward and consciously change existing perceptions. The company has always followed a cost effective policy and a large portion of their ad spends are diverted to two key mediums, specifically, ATL activities via television and what they call 'Local Store Marketing.'

As part of this theme of repositioning the brand, Dominos Pizza India Ltd. chief of marketing Dev Amritesh promises lots more exciting stuff in the pipeline. A fresh advertising campaign has been launched to push this proposition forward and a 40 second TVC has been rolled out on a host of niche channels including MTV, Channel [V], HBO, Discovery Travel & Living, AXN, Star One, as well as sports channels like ESPN and Ten Sports. Mass based channels have in the past been strategically omitted, however, there is now an element of entry level consumers and therefore, they have for the first time considered going on air on a mass based channel like Zee TV. With the core characters being a dacoit and a thakur, the new campaign spots can been seen on the Great Indian Laughter Challenge and Sa Re Ga Ma Pa's kiddies special Lil' Champs, among others.

This year also marks the 10th Anniversary of Dominos in India and this time round, Dominos even has plans to enter the radio scene. Work is underway as some "exciting radio scripts" are being evaluated. With a lot of buzz being created around this medium, the creative guys from Contract Advertising are figuring out how best to use this emerging media.

Speaking to Contract Advertising associate VP account management Bhaskar Ghosh said, "The key objective is to convey that Dominos provides an affordable offer not compromising on variety, thus bringing big value to the consumer. The story board and characters in the TVC further this objective to reposition the product. We have attempted to dwell into consumer behaviour to see how we can increase the frequency of purchase. In addition, more active and aggressive plans will be rolled out depending on the consumer demand and opportunities that we foresee in the market."

When queried about the company's plans to enter into the emerging branded entertainment segment, Amritesh opines, "We did experiment with this medium and our first attempt with in-film product placement was implemented in Phir Hera Pheri. Yet the challenge in using this medium is to measure the effectiveness of the marketing initiative. We did get a good deal of qualitative feedback but this was not quantifiable. Through a film, the softer elements of the brand are reinforced but the risks associated with this are greater. Thus, we need to look at a more long term initiative. It's not that we are ruling out this medium, but neither are we looking at encashing on it in a big way."

The apprehension to venture into newer mediums of advertising emerges from the fact that they have always tried to use the most cost effective strategy to appeal to their audience. Yet not wavering from the their core ideology of rewarding the 'consumer'.

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories