GROUP PROJECT

INTEGRATED MARKETING COMMUNICATIONS COURSE

Dominos Pizza India

Table of Contents
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Topic
Choice of brand Vision, positioning and benefits
Market performance
Communication expenditure
Brand Image and Awareness
Previous Campaign Analysis
Target Segment and Associated Behaviour
Creative Brief
Creative Strategy Statement
References

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Choice of brand: Dominos Pizza

Vision
We realize how people are exceptional when they are on their mission and hence we are
committed for on time delivery, happiness and convenience to our consumers by delivering
delicious pizzas to their doorstep with the aim of fulfilling our large and ever-growing guest
base.
Positioning
The new positioning Yeh Hai Rishton ka Time would take Dominos to a new level of
emotional connect so that the engagement with the consumer is deeper and more enduring.
With the constant emphasis on brand repositioning would be to enhance and evoke happy
memories of consumers.
Benefits

Focused on delivering tasty Pizzas of superior quality with appropriate guest care and
value for money for the offerings
Establish a reputation for being a home delivery specialist capable of delivering pizzas
within 30 minutes or else 50% discount to a community of loyal consumers from all our
pizza delivery centres around the country
Constantly strives to develop products that suits the tastes of our consumers. Dominos
believes strongly in the strategy of Think global and act local. Thus, over the time and
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again we have been constantly innovating new products such as crusts, toppings and
flavours suitable to the wide variety of Indian Consumers.
Delivering value for money and affordable products to the wide variety of out consumer
segments.

Market Performance
As per a Euro monitor report titled Dominos Pizza Inc in Consumer Foodservices (World)
(2016), the following are the salient features of Dominos pizza in the Indian market:

India is the fastest growing market for Dominos and as of 2015, the brand is present in
nearly 200 cities across the country.
Dominos leads pizza sales with a share of 50% in 2015 which is up from 33% in 2010.
Dominos edged ahead of its competitor Pizza Hut in 2008 and has been widening the gap
ever since.
Instrumental to Dominos success in India has been its successful partnership with
Jubilant Foodworks, local company backed by Jubilant Bhartia Group.
The franchisee has been on a rapid expansion mode. The network size increased by 498
outlets over 2010-2015 as compare to an increase of only 111 for Pizza Hut. Jubilant
further plans to expand the network by an estimated 150 stores for the fiscal year 2016
with the new stores coming up majorly in the metros, second and third tier cities.
Jubilant has suited local consumer preferences with in-store dining, delivery and an
always on advertising strategy.
Dominos has maintained its top of the mind awareness among the young, single and
working consumers who have little time to cook at home. Dominos offers them 30
minutes delivery or return guarantee.

In addition, India is expected to grow at more than 25% CAGR YoY over 2015-2020.

Figure 1: Domino's Pizza presence pan India(Source: Jubilant FoodWorks Annual report)

Communication expenditure of Dominos and competitors performance

Domino's Expenditure (Source: Jubilant Foodworks Annual Report)
All figures in Lakh Rs.

2012

2013

2014

2015

2016

Advertisement and
publicity expenses

4065.93

6179.87

8759.82

11330.1
7

12534.1
1

Amount received from

business partner

1163.29

1660.67

1455.65

726.08

678.1

86456.2
9
102327.
6

122829.
3
142217.
7

154510.
7

193880.
1
210028.
5

228910.
2
244422.
4

Ad expenses as % of
total revenue

3.97%

4.35%

5.06%

5.39%

5.13%

Ad expenses as % of
total Expenses

4.70%

5.03%

5.67%

5.84%

5.48%

Total expenses
Total revenues

173283

14000

7.00%
5.67%

12000
10000
8000

5.84%

4.70%
3.97%

5.03%

5.06%

5.48%

5.39%

6.00%

5.13%5.00%

4.35%

4.00%

6000

3.00%

4000

2.00%

2000
0

1.00%
4065.93

6179.87

8759.82

11330.17

12534.11

2012

2013

2014

2015

2016

A&P Expenses(in LakhRs.)

0.00%

APE as % of revenue

APE as % of expenses

The below table was taken from a Euromonitor report, which shows the performance of
Dominos in India in terms of %food value share with respect to its major competitors.

Figure 2: Share of competitors(Source: Euromonitor)

Brand Image and Awareness

As mentioned before as well, Dominos pizza positions itself as a delicacy that needs to be
wnjoyed with family, friends and goes well with chit chats and pranks with friends. The per
transaction cost of Dominos in India is around Rs 200-500, and hence the pizza outlets are
mostly famous among the urban youth base.
As per an article on marketingweek.com, Dominos has a much clear brand identity than its
rivals. It has consistent sense of brand and self than most of it rivals due to its huge focus on
ecommerce and digital innovation.

Brand Value in $bn (Market Cap as proxy)

120
100
80
60
40
20
0

97.88

7.56

22.28

79.19

3.12

Brand Value (Market Cap as proxy)

The above graph shows that Dominos has lesser market capitalization as compared to its
nearest rivals. This gives us a rough indication of the value of brand Dominos.
Previous Campaign Analysis of Dominos
First campaign: 30 Minutes or Free
Year of launch: 2003
A bit of background
After making their entrance felt in the Indian food market through their Hungry Kya
campaign, Dominos Pizza wanted to leverage on their core competitive advantages, such as
the home delivering, for instance. Because food delivering was an unexploited service in
the Indian market, they wanted to gain presence by highlighting this USP of their brand.
Communication objectives:

Attract customers through the ease of home delivery Dominos Pizza offers. Implement a
new behavioral way of consuming food, with the convenience of home delivery.
Position Dominos as a fast and efficient home delivery food provider and to build
brand equity, awareness and credibility.

Targeted audience:

Young adults, families and office goers in the age group of 16 - 35 who want a break from
routine meals they eat every day or from the daily mundane task of cooking. People who
want a wholesome yet full filled meal option. People who enjoy American food and
cultural way of eating.
Live category customer, who can be travelers or an on-the-go people who look for a
satisfying meal of internationally recognized quality when on the move or in a hurry.

Communication message:
Home delivery in 30 minutes of placing the order. If Dominos Pizza takes more than 30
minutes, the customer can claim the order for free!
Execution way:
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TVCS.
Banners and hoardings.
Website promotion.
In store and below the line promotion.
Contests.
Special promotion for children by associating with Cartoon Network.
Special offers for teenagers and students in stores such as special discounts available.
Student Educational Tour of the stores by students with free pizzas offered when
presenting the ID student card.

Marketing strategy:

Leverage the home delivery USP of Dominos Pizza and capture the currently untapped
market.
Focus on this functional benefit that makes Dominos a convenient and tasty snacking
option.
Build brand credibility, awareness and trust by giving customers the right to get
reimbursed if brand defaults on the promised fast delivery.

Second campaign: Khushiyon Ki Home Delivery (Happiness Home Delivered)

Year of launch: 2008
A bit of background
Dominos has been positioned as tasty, all time solution for customers who are hungry with
the value proposition of fast delivery. To create a long-term relationship with its customers,
Dominos envisions creating an emotional bond with its TG and hence came up with the
Happiness Home Delivered campaign.
Communication objectives:

Creating an emotional bond with customers by offering them happiness by home

delivering at their doorsteps great value and amazingly tasty pizzas.
Show that Dominos is not only for the big city folks but also affordable and accessible to
every Indian and that the brand will provide Khushiyon ki Home Delivery wherever
you are.
Pizza time is not only a time of happiness but also a time of togetherness.

Target audience:

Young adults, families and office goers in the age group of 16 - 35 who want a break from
routine meals they eat every day or from the daily mundane task of cooking. People who
want a wholesome yet full filled meal option. People who enjoy American food and
cultural way of eating.
Live category customer, who can be travelers or an on-the-go people who look for a
satisfying meal of internationally recognized quality when on the move or in a hurry.
Targeting people not only from tier 1 cities but also from the tier 2,3 cities and smaller
towns.

Communication message
Get happiness home delivered to you by Dominoes by offering you great value and delicious
pizzas right at your doorstep, wherever you are!
Execution way:

TVC, with advertisements creating a powerful and emotional appeal which shows a
school in a rural setting where kids are happy to attend school as they are getting a pizza
treat from Dominos organized by one of their teachers. This TVC shows how much
Dominos Pizza has spread as a brand and how strongly the brand should be in the mind
of consumers.
At the store level, there was below the line activation in the form of door hangers and instore collaterals.
Online campaign with the promotion of their website.

Marketing Strategy:

Product affordability along with aggressive market expansion across the country to ensure
a happy home delivery to customers.
Emphasis on emotional benefits to create greater value among customers.
Create long term relationship with the customers.

Third campaign: Yeh Hai Rishton Ka Time

Year of launch: 2012
A bit of background
After running the Kushiyon Ki Home Delivery campaign, Dominos Pizza executives
realized that this concept was being widely used by lots of brands and hence not unique to
Dominos. For this reason, they wanted to explore the deeper relationships and meaning
people share when they eat food together. This led the team to conceptualize the Yeh Hai
Rishton Ka Time campaign.
Communication objectives:

To move away from the happiness value propositions to a deeper emotional connecter
with the consumers and their experience of eating Dominos Pizza products.
To project that Dominos time is the time which people spend together in a casual and
informal way and which leads to the formation of strong bonds that make people livelily,
happy and warm.

Target audience:

Young adults, families and office goers in the age group of 16 - 35 who want a break from
routine meals they eat every day or from the daily mundane task of cooking. People who
want a wholesome yet full filled meal option. People who enjoy American food and
cultural way of eating.
Live category customer, who can be travelers or an on-the-go people who look for a
satisfying meal of internationally recognized quality when on the move or in a hurry.
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Targeting people not only from tier 1 cities but also from the tier 2,3 cities and smaller
towns.

Communication message:
Bond with your loved ones by eating Dominos Pizza, which makes you feel happy, lively
and warm.
Execution way:

TVCs.
In store print collaterals like door hangers, BTs, Translates.
Banners and hoardings.
Bike backs.
New brand website.
Social media promotion on Facebook and Twitter.

Marketing strategy:

To move away from the generic happiness value proposition which is being used by
many brands to create a unique and new positioning for Dominos, deeper and more
emotional.
Explore the deeper relationships and feelings people share when they eat Dominos Pizza
products together to create a deeper emotional connect with the customers.

Fourth campaign: Pehli Kamayi

Year of launch: 2013
A bit of background
Main targeted customers of this type of fast food chains are young generations, mostly
composed by students. It is obvious this segment has not a high purchasing power and
doesnt want to spend a huge budget in food.
Before this campaign, Dominos Pizza price level was too expensive for this type of
customers whereas they could constitute a high market share for the brand.
Dominos Pizza were losing important market shares, thats why they decided to change their
business strategy in terms of price level: they created its Pizza Mania range (at just INR 44/only) for instance and insisted on promotional offers on their advertising campaigns.
Communication objectives:

To increase market shares by focusing on young generations such as students.

To change their price policy: launch law price pizzas and promotional offers.
To send the message that Dominos is an open brand, adapted to young customers and
families with a law budget.
Dominos pizza diner as a moment to share with friends and people you love.
To show that they listen their customers demand: create a loyal customer relationship.

Target audience:
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Young generations of 16-35 years old mostly students.

People who works with a low-level jobs and wages, low purchasing power customers.
Families with a low purchasing power.

Execution way:

Social Media Campaigns and contests.

Television.
Banners and hoardings.
Mailing.
Huge campaign of promotion via local store initiatives, special discounts, special coupon
distribution and phone calls to regular customers.

Marketing strategy:

Maintain Dominos Pizza position to resist to competitors which have already launched
offers adapted to this part of customers.
Send the message that they offer quality-price ratio products.
Encourage change of the brand image: Dominos is an affordable brand, open to every
type of customers and improve the brand awareness.
Regain this market shares composed of young people, working people and families with a
law purchasing power.

Target Segment & associated behavior

Target segment:
The customer targets are mainly young generation between 16-35 years old who often
consume pizza and families who come occasionally during weekends.
The main reasons to consume Dominos are the facility to access provides by online orders,
the brand image of Dominos which is a well-known brand in India, the quality of the product
characterized by a great taste of pizzas and the fast and quality service.
Moreover, the new system of transparency launched by the brand in 2009 have been well
perceived by consumers. The customers consume Dominos pizza also because they like the
image and the culture of the brand.
Consumer behavior:
Consumers want to buy Dominos pizza for the variety of the range available: they provide a
large choice of taste, a great colorfulness of pizza and the typical thick pizza dough.
Secondly, customers appreciate the quality of the service characterized by a fast time of
delivery. They are conscious that the brand spends time and money to always improve its
customers loyalty and provide a better customer service. As most of the customers rely on
home delivery option, Dominos focus on delivery time performance to satisfy this demand.
Moreover, the attractiveness of Dominos outlets plays an important role in the purchasing
decision. Concerning families segment, we know that they often eat on sit therefore it is very
important to provide comfortable and adapted outlets.
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Consumers choose also Dominos for its quality-price ratio. For an average price of 300RS
per pizza, Dominos is adapted to its customers segment who has not a huge purchasing
power. Young generation is mostly composed by students who appreciate this price level. The
brand invests a lot in promotional offers and propose a special day One pizza bought, the
second offered for instance. They rely on big promotional campaigns to spread the message
all over the country.
Finally, Dominos attracts consumers thanks to their fast food service. As young customers
are an important part of their target customers, it is well-adapted to their way of life and
expectations.
Creative Brief (In the format of Mountain Dew Case Exhibit 7)
Situation analysis of the brand and consumer insights
In 2015, Dominos in India registered a marginal increase in market share. This was
attributed to the changing lifestyle of consumers. Consumers are increasingly becoming
conscious of their dietary habits but also have a shortage of time. This coupled with an
increase in the disposable income is making them to eat out more often. However, they prefer
going to restaurants and cafes instead of pizza outlets. As per a recent report by Euromonitor,
the Indian fast food segment showed a slowdown in growth due to rising wellness and health
among consumers. As can be seen from the below graph, the pizza segment is still relatively
very small in the India market. This makes the situation very problematic for pizza players
like Dominos. Hence, we need an effective integrated marketing plan to convert customers
into thinking that pizza is a healthy and time effective food.

Transaction values(INR mn)

4500000
4000000
3500000
3000000
2500000
2000000
1500000
1000000
500000
0

2013
Pizza

2014
Cafes/Bars

2015

Restaurants

Communication objectives

To expand the appeal of Dominos by captivating the new consumer segment while
reinforcing among the current segment of consumers.
To attract new customers who comes under the zone should I eat Dominos or not, it may
not be good for my health
Highlight our taste + health + convenience belief through our latest healthier offerings
while upholding all that Dominos stands for till date
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Positioning
To all the working class and college students including males and females, who finds tough to
negotiate with the shortage of time in the hard and fast life of their daily rush. Dominos pizza
is now in a new avatar whose slice would suit to everyone. It is now much more mouthwatering with more proteins added and less fats so that even if you are hitting the gym a few
slices wont trouble you much.
Communication Strategy
Its a quick meal thats way better for you than other fast foods.
Target Audience

Male and female from 18-32-year-old epicentre

Ensure appeal amongst 10-45 year olds (current users)

Product Benefits

Less fat
Added proteins
Tastes great

Emotional Benefits
Becoming stronger, warmer and livelier
Enhance and evoke happy memories
Personality

Fun loving
Moody

Creative Strategy Statement

Campaign Theme
Khushiyan bhi, Health bhi Health along with friendship, love, happiness
Communication Channels
Above the line activities would include TV advertisements, social media channels like
Facebook, Twitter and print media newspapers, coupons, pamphlets.
Below the line activities would include point of sale promotion, direct marketing,
telemarketing.
Budget and Timeline
The campaign will be launched during the beginning of New Year 2017 so as to entice more
customers. The budget will be decided by the top management using a top down spending
approach. The total budget for the campaign is to be taken around 20% of the advertising and
publicity spend for the year 2016 which is around INR 24 crores.

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Deliverables
Campaigns based on the above creative brief and strategy will come in next part of the
report.
References
Databases
1. Euromonitor
2. WARC
Article References
1. Jubilant FoodWorks Annual Report 2012-2016
2. Yum Brands Annual Report 2015
Web References
1. https://www.marketingweek.com/2016/03/23/dominos-pizza-our-fast-food-rivals-havelost-their-sense-of-identity/
2. http://blogs.wsj.com/indiarealtime/2016/02/05/this-is-how-dominos-plans-to-win-thepizza-war-in-india/
3. http://www.business-standard.com/article/companies/india-is-domino-s-2nd-largestmarket-after-us-says-jubilant-115081200024_1.html

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