When it comes to pizzas, most people would go in for Domino’s, which has been dominating the market with its pizza in 30 minutes proposition. Over the years, its brand proposition has gone from the functional ‘Hungry kya’ to the emotional ‘Khushiyon ki home delivery’. exchange4media takes a look at how the brand has grown in India.
Past and Current agency: Contract Advertising has been handling the advertising for the past seven years
History of Dominos:
Domino’s Pizza India Ltd changed its corporate name to Jubilant FoodWorks Ltd (JFL) with effect from September 24, 2009. The company continues to be part of the Jubilant Bhartia Group and holds the master franchisee rights for the Domino’s Pizza delivery stores and operations for the whole of India, Nepal, Sri Lanka and Bangladesh. JFL has recently been listed on the Indian bourses.
Domino’s is promoted by Shyam Bhartia and Hari Bhartia of the Jubilant Organosys Group. The first Domino’s Pizza store in India opened in January 1996 in Delhi. Since then the brand has grown into the leading QSR brand in the country with widest footprint of stores.
Today, Domino's Pizza has a countrywide network of 306 stores (as of March 31, 2010) across 70 cities in India and five stores in Sri Lanka. Domino’s India operations are the fastest growing operations in the Domino’s global system growing at a compounded annual growth rate (CAGR) of almost 42 per cent for last five years. The chain has also achieved market leadership in the organized pizza home delivery market in India and achieved a market share 65 per cent.
Dev Amritesh,Senior VP – Marketing, Domino’s Pizza India, said, “The current phase of growth is where Domino's is building a strong emotional connect with consumers through the new positioning – Khushiyon ki home delivery. The new positioning highlights the brand role in consumers life thereby bringing alive the Domino’s effect of happiness. This positioning encapsulates three functional pillars of the brand; Great taste, Convenience and Affordability. This has brought Dominos closer to customers and has put us in a new growth orbit.”
“Earlier, when Domino’s Pizza introduced pizzas in India, it was a novel concept and only high-end customers indulged in pizzas in either five star restaurants or other high-end Italian restaurants. The task at hand then was to educate the customers and take the concept to them. The communication task was to connect with consumers and to educate them about Pizzas, in the language that they understood. The positioning therefore developed was – ‘Hungry Kya’. The idea was to tell the audience that when they were hungry, they should try new delicious Pizzas. We used various media vehicles to reach our customers such as TVC, Door Hangers, banners etc.”
Amritesh further added, “In the second phase the focus was on improving service levels, increasing frequency of consumption, investing in Brand building and differentiating the brand. This is the phase in which Domino’s launched the “30 minutes or Free” delivery proposition. This gave the brand a significant association with reliable delivery and helped us position it as the Pizza delivery expert. It caught the imagination of millions, making Domino’s a very popular brand. It struck a great union between Pizzas and the moment of hunger, thereby creating space for Pizza in the Indian palate. Domino’s became a loved brand and many people got into trying the category.
This promise till today is our USP and no one else has been able to match it.”
In the following years brand Domino's evolved further and added many more dimensions.
“Domino's runs very efficient and effective marketing campaigns which help us to garner a higher share of voice with relatively lesser spend. Our Marketing spends are approximately 5 per cent of our sales, which are better than the industry standards,” added Amritesh.
Amritesh further added, “One quality that made the ad so endearing was that it has been 5 years since our Hungry Kya communication but it still continues to resonate with our consumers. At the time of our foray into the Indian market, Domino’s hit bullseye by creating the stage for the organized Pizza delivery segment. The foray was perfectly timed with the changing socio economic and cultural landscape in India which saw the lifestyles of consumers change significantly, and attitudes towards eating out and home delivery of food also changed drastically.”
He explained, “With busy lifestyles and need to spend quality time with family on the rise, the market was ready for the development of the organised home delivery of food players. Domino’s Pizza grabbed this trend and launched itself as a great tasting food provider (pizza) who was capable of bringing your pizza to you in 30 mins or else free. This was a very unique proposition and it lended to a much focused communication. The script was written around a strong consumer insight of urge in every one of us to prove a smarter cookie and always try to extract something extra from all our dealings. It made for a very interesting viewing and was instrumental is establishing Dominos supremacy in home delivery. The ad also brought the brand in popular lingo. It caught the imagination of millions making Domino’s, a very popular brand. Of late with the launch of our new positioning of Khushiyon ki home delivery, we have created some memorable communication. The first in the series of ad was ‘Old man bonding with kids’ commercial. The story had a strong emotional bonding and it touched the human heart. It was a great success and heralded a new phase of Domino’s pizza.”
Bhaskar Ghosh; VP client Servicing, Contract Advertising said, “Domino’s Pizza is a very vibrant brand. It is part of consumer lives on a day to day basis as consumer engages with it very frequently. The advertising that we develop for the brand always start from a strong consumer insight. The communication is light, interesting and engaging. At the end of the day we want viewers to enjoy the ads and not just merely consume it. That is what makes for advertising which sticks in consumer mind.”
Regarding brand ambassadors Ghosh commented, “We never have had any brand ambassador for Domino’s Pizza in true sense of the word. Although we have engaged some celebrities like Paresh Rawal, Anupam Kher and Arshad Warsi over the past years but the choice was more to do with the requirement of the script for the ad.”
Swapan Seth, CEO, Equus, said, “From being shorthand for hunger appeasement, to usurping the 30 minute delivery promise through Paresh Rawal to now a product centric campaign that communicates delicious food, I think Dominos has straddled the entire span of communication in a focussed, scientific manner. I am a huge fan of this brand.”