Domino's streamlines marketing aiming bigger pie of pizza mkt
After establishing itself as a quick-delivery company in the Indian pizza market, Domino's is streamlining its marketing initiatives and expanding product portfolio.
By PTI |
NEW DELHI: After establishing itself as a quick-delivery company in the Indian pizza market, Domino's is streamlining its marketing initiatives and expanding product portfolio as it seeks to cruise in a high double digit growth path.
"We are trying to deliver the best tasting product to become the best pizza company in the country and not be known only for quick delivery," Domino's Pizza India VP (Marketing) Dev Amritesh said.
He, however, said the '30 minute or free' campaign will continue but the three important pillars for growth will be enhanced retail presence, best product and delivery competency.
The company has just launched a new 'stuffed crunch' pizza for which TV commercials, featuring Bollywood actor Arshad Warsi, will go on air next week, while local campaign involving store-level publicity and flier programs have already begun. "We have earmarked Rs 20 crore as the marketing investment till March 2008, a 70 per cent increase from last year," he said.
As a part of its strategy, Domino's had launched 'cheese burst' pizza during the same time last year, followed by 'calazone', 'chinese'. "In next fiscal, we will launch three-four new products to cater to increasing demand for different flavours," he added.
In the current year, Domino's turnover has grown by 65 per cent as against last year's, 30 per cent of which came from the launch of new product variants. Amritesh, however, did not disclose the exact amount of its sales.
The company plans to take its outlets to 200 from 180 at present by the end of current fiscal, while the blueprint for 2010 is to set up 500 outlets at Rs 350 crore, targeting Rs 1,000 crore turnover in 2010-2011.
"We are trying to deliver the best tasting product to become the best pizza company in the country and not be known only for quick delivery," Domino's Pizza India VP (Marketing) Dev Amritesh said.
He, however, said the '30 minute or free' campaign will continue but the three important pillars for growth will be enhanced retail presence, best product and delivery competency.
The company has just launched a new 'stuffed crunch' pizza for which TV commercials, featuring Bollywood actor Arshad Warsi, will go on air next week, while local campaign involving store-level publicity and flier programs have already begun. "We have earmarked Rs 20 crore as the marketing investment till March 2008, a 70 per cent increase from last year," he said.
As a part of its strategy, Domino's had launched 'cheese burst' pizza during the same time last year, followed by 'calazone', 'chinese'. "In next fiscal, we will launch three-four new products to cater to increasing demand for different flavours," he added.
In the current year, Domino's turnover has grown by 65 per cent as against last year's, 30 per cent of which came from the launch of new product variants. Amritesh, however, did not disclose the exact amount of its sales.
ADVERTISEMENT
The company plans to take its outlets to 200 from 180 at present by the end of current fiscal, while the blueprint for 2010 is to set up 500 outlets at Rs 350 crore, targeting Rs 1,000 crore turnover in 2010-2011.
Start a SIP with as low as ₹500 with ET Money App!
Download
The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.
The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.
ADVERTISEMENT
