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Domino’s on expansion drive, set to launch Rs 2-cr marketing campaign

01-December-2004
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Domino’s on expansion drive, set to launch Rs 2-cr marketing campaign

Leading pizza chain Domino’s Pizza India is all set to kick off a major promotional campaign to support the launch of its new innovative product – Double Cheez Crunch Pizza that has already made its mark in a number of markets around the globe.

The Rs 2-crore marketing campaign created by Phat Phish Production and conceptualised by Contract Advertising for television, print, internet and mobile will kick off from the first week of December with a 35-second television commercial featuring Domino’s brand endorser Paresh Rawal. The TV commercial will be aired on SET Max, Zee Cinema, Discovery, Zee News, NDTV, CNBC and AXN. After a week of build-up on television, the campaign will be launched in print and internet. “We are also tying up with a mobile service provider to devise special games featuring comic character of Paresh Rawal,” says Rakshit Hargave, chief of marketing, Domino’s Pizza India.

According to Hargave, the new product launch supported by promotional campaign will further drive the market share of Domino’s, which presently holds 50 per cent. Focussed on delivery, the pizza major enjoys 65 per cent share of the delivery market in the Rs 350-crore branded pizza market. Domino’s marketing blitz goes hand-in-hand with its expansion plan.

As Hargave puts it, the target is to increase the current number of 91 stores to 100 stores by the end of the current financial year. As part of its expansion plan, Domino’s will also be getting into overseas market of Bangladesh and Nepal.

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