Dominoes
Dominos: New positioning
Here is a brief description of how Dominos’ evolved as a brand over the period of time. Dominos’ call itself to be in Food Services sector but not as a pizza player. The very definition of Marketing is that it is discipline of optimally allocating company’s resources for fulfilling consumers’ needs so as to ensure a balance of consumers’ subjective profits and the company’s long term financial profits.
Over a period of time, customers’ perception about Dominos changed and hence the subjective profits also varied. To sustain the long term profits in the market Dominos’ had to work hard in redefining its positioning in the minds of the customers.
For any business the first thing to do right is to choose a right segmenting variable. Segmenting variable could be anything like demographic parameter like age, region, sex etc. Or attitude behaviour like lifestyle, culture, belief, habits etc. Most of the people would be surprised to see that age, disposable income and family size are not the segmenting variable of Dominos. Infact the segmenting variable of Dominos’ is OCCASION. They have segmented the market on the basis of occasion so that people want a meal replacement for change in mood, party, spending time with family and kids, spending time with old friends, formal meeting with colleagues, clients and so on and so forth.
So dominos business is providing a high quality tasty food in meal replacement sector. When Dominos entered into Indian market, they tried to establish in a pizza category. First of their communications and tag line was based on the attitude that whenever and wherever you are hungry just call dominos. “HUNGRY KYA?” in one of the initial advertisements Mallika sherawat was the model. So some of the advertisements did fairly well and they established points of parity with other players.
Soon they realized that for home delivery model, time is the parameter which most of the customers value so they created a
Here is a brief description of how Dominos’ evolved as a brand over the period of time. Dominos’ call itself to be in Food Services sector but not as a pizza player. The very definition of Marketing is that it is discipline of optimally allocating company’s resources for fulfilling consumers’ needs so as to ensure a balance of consumers’ subjective profits and the company’s long term financial profits.
Over a period of time, customers’ perception about Dominos changed and hence the subjective profits also varied. To sustain the long term profits in the market Dominos’ had to work hard in redefining its positioning in the minds of the customers.
For any business the first thing to do right is to choose a right segmenting variable. Segmenting variable could be anything like demographic parameter like age, region, sex etc. Or attitude behaviour like lifestyle, culture, belief, habits etc. Most of the people would be surprised to see that age, disposable income and family size are not the segmenting variable of Dominos. Infact the segmenting variable of Dominos’ is OCCASION. They have segmented the market on the basis of occasion so that people want a meal replacement for change in mood, party, spending time with family and kids, spending time with old friends, formal meeting with colleagues, clients and so on and so forth.
So dominos business is providing a high quality tasty food in meal replacement sector. When Dominos entered into Indian market, they tried to establish in a pizza category. First of their communications and tag line was based on the attitude that whenever and wherever you are hungry just call dominos. “HUNGRY KYA?” in one of the initial advertisements Mallika sherawat was the model. So some of the advertisements did fairly well and they established points of parity with other players.
Soon they realized that for home delivery model, time is the parameter which most of the customers value so they created a