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Domino’s launches major marketing drive, to expand number of outlets to 135 by March 2007

01-September-2006
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Domino’s launches major marketing drive, to expand number of outlets to 135 by March 2007

Riding high on its expansion plans, Domino's Pizza is set to launch a major marketing drive to support its ‘Fun Meal For 4’, the newly introduced value for money combos for the family. Domino's, which has an annual marketing communication budget of Rs 20 crore, has earmarked a marketing spend of Rs 4 crore for this new promotion campaign.

This two-month long promotional burst will be unleashed from September. According to Dev Amritesh, Chief of Marketing, Domino's Pizza, the marketing blitz would be in the form of a humorous TVC produced by Mumbai based Code Red. The ad campaign will be released by Contract Advertising, the creative agency of Domino's.

Said Amritesh, “We are launching this ad blitz in over a dozen TV channels, including general entertainment channels, news channels, business channels and kids channels. There will be no print ads, though we will launch an outdoor campaign in Jaipur.”

“Within a decade of its operations in India, Domino’s has successfully carved out 60 per cent share of the organised pizza delivery market and has a 40 per cent share of overall organised pizza retail segment. Against industry growth rate of 20-25 per cent, we are growing at 45 per cent per annum,” informed Amritesh.

From a one store brand in 1996, Domino's has today grown into a mega brand with 115 stores across 31 cities. Plans are afoot to increase the number of stores to 135 by the end of this fiscal. Domino's has lined up Rs 45 crore for expanding the outlet network and for setting up back-end infrastructure.

The pizza chain is targeting new market segments of mid-market customers. “We want to remove the perception among the SEC B segment that Domino's is an expensive brand. Even our new promotional campaign is aimed at creating awareness that Domino's is an affordable brand that offers great variety with value for money,” said Amritesh.

Besides expanding its retail network, Domino's is also banking heavily on product innovation to woo customers. The newly launched kebab pizzas are part of this marketing strategy of Domino's. The company was currently working on new products which would be launched in November-December, supported by another mega ad campaign.

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