Domino’s adds more cheese to pizza

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Based on insight that consumers prefer ‘heavy’ dishes during winters, Domino’s has launched ‘3 Cheese Pizza’, a combination of Cheddar, Gouda and Mozzarella.

“We have launched products like Cheese Burst and Double Cheese Burst in the past and they have been huge successes. Upon consumer research, we found out that 3 Cheese Pizza too is a big hit,” shared Harneet Singh Rajpal, Vice President-Marketing, Domino’s Pizza India.

“Variety is very important for our category. If you are promoting the same product again and again, the fatigue factor sets in,” he added.

For the launch of ‘3 Cheese Pizza’, Domino’s has put aside a marketing budget of about Rs 10 crore for the September 2011 to March 2012 period.

Being an impulse category, the QSR brand that was launched in India in 1996, plans to stick to TV and digital and not indulge in print for advertising.

Harneet Singh Rajpal, VP-Marketing, Domino's Pizza India

Harneet Singh Rajpal, VP-Marketing, Domino's Pizza India

Apart from this, expansion has been a key to the brand’s success. The QSR brand is spreading its reach in Tier II and Tier III cities as well. Currently, it has 411 stores across 98 cities in India and aims to open more by the end of this financial year.

With a claimed market share of 54 per cent in the organised pizza category, the brand has moved from the functional positioning of ‘Hungry Kya?’ to harp on its USP of quick home delivery; and hence the new positioning ‘Khushiyon Ki Home Delivery’.

For Domino’s, the non-pizza category has also been a revenue generating avenue. Around 80 per cent of Domino’s orders of pizzas includes side orders as well.

The media agency for Domino’s is Madison Media, while its creative agency is Contract.

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Jyotsna Sharma

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