Pizzas topped with cheese & happiness

IIPM Best B-school

Brand : Domino’s

Khushiyon ki Home Delivery depicted the bond between Pizza delivery and happiness. Domino’s needed this to alter its functional proposition of convenience and great taste and the campaign was created to act as an emotional discriminator from rivals. The campaign, supported by their ‘easy on the pocket’ Pizzas and 30 minute delivery promise helped Domino’s to garner a market share of 45% by the end of 2008. “We wanted to highlight The happiness factor and especially when other players are increasing prices. We very clearly conveyed that Domino’s can bring happiness in your life with pizza at just Rs.35. The campaign succeeded in conquering the market,” affirms Ajay Kaul, CEO, Domino’s Pizza India Ltd. Need more happiness?

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
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Marrying health and emotions = sales

IIPM Best B-school

Brand: Saffola Gold
Agency: McCann Erickson

If brand-building is the art of identifying and then occupying a hitherto vacant perch in the conumer’s lifestyle... then Saffola Gold’s Kal Se campaign really lays the oil! Marico showed ingenuity by coming up with the concept of a cholesterol lowering edible oil, while the agency demonstrated a smart way to cash in. Using the insight of procrastination of health needs by the consumer, the campaign talked of protecting your heart from TODAY. The campaign resulted in instantaneous volume growth for Saffola Gold and margin-growth for Marico. In a survey, consumers voted Saffola Gold as the Most Trusted Brand in the cooking oil category...

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
IIPM
Arindam Chaudhuri’s Profile
IIPM only B-school in India to be Ranked Ahead of The IIMs in so Many Parameters! Regularly!
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IIPM Global B-school
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