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).
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