Planning the marketing strategies for a new product line of an exisiting brand - in this case it is Domino's coming up with Burgers - DomBurg

DomBurg - By Domino’s

Made By :- Bindi Shah : 13015 Disha Bhojani : 13020 Farheen Ansari : 13025 Harshita Doshi : 13029 Jay Loliyania : 13035 Nikita Bhinde : 13046

Introduction

• Domino’s is a 53 year old brand• American Restaurant Chain• Wide range of products are

served at domino’s• Founder Tom Monaghan

EVOLUTION OF DOMINOS

1960

1978

1990

2008

VARIETY OF PRODUCTS AT DOMINOS :

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=hGLXG3Vl5hfBCM&tbnid=UjxpqLK-BASMLM:&ved=&url=http://www.imagesfood.com/FoodBeverages-details.aspx?id=289&ei=M3FMUp7RNMG-rgeY2IG4Cw&psig=AFQjCNH4PdKu2lKQG4MHEQ90udEbl5RKVA&ust=1380827828241346

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• After being a successful brand, domino’s is now coming up with a new product line of..BURGER!

DomBurg“ SWEET HAI, SPICY HAI,

DOMINO’S MEIN BHII BURGER HAI!! ”

VARIETIES

VEGETARIANAloo Bite,

Spicy Paneer,

MexicanneJAIN

Jain Burg, Spicy

PaneerHEALTHY

(Wheat Bun)Salad Burg,Falafal Burg

NON – VEGChicken Tikka,

Fishy Fish

SEGMENTATION

• Geographic• Demographic• Psychographic• Behavioural

GEOGRAPHIC• Metro Cities : Mumbai & Delhi

DEMOGRAPHIC• Age• Income• Occupation• Generation

PSYCHOGRAPHIC• Lifestyles• Personality Characteristics• Social Class

BEHAVIOURAL• Any Occasion

TARGETING (Differentiated Marketing)

Various Target Segments :

Youth Children Housewives / Mothers Working Class

POSITIONING

• Served as “ All time MEAL ”• Taste and Health Oriented

THE 4P’s OF MARKETING

Product Price Place Promotion

PRODUCT

Amazing Taste Different Variety Jain Burger & Healthy Burger

PRICE

Pricing Strategy is : a) PENETRATING b) PSYCHOLOGICAL

Type of burger

Price per burger

Aloo bite & Jain Burg

Rs.27/-

Spicy Paneer (also in jain)

Rs.46/-

Mexicanne Rs.49/-

Salad Burg and falafel burg(wheat bun)

Rs.37/-

Chicken Tikka Rs.58/-

Fishy Fish Rs.72/-

PLACE Metro Cities : a) DELHI b) MUMBAI

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=sK6x0SJJkoqwvM&tbnid=dCrH-iRm_6lpHM:&ved=0CAUQjRw&url=http://www.imagesfood.com/news.aspx?Id=3749&topic=1&ei=0oxMUqaUAsXhrAfckoHoDA&psig=AFQjCNHwwzOLb_v57VbdqRF6itmC-lgB6w&ust=1380834877761791

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PROMOTION

PROMOTION STRATEGY MEDIUM COST IN ₹ (APPROX)

OUTDOOR/HOARDINGS NEAR COLLEGES, HIGHWAYS, ON BUSES AND NEAR STATIONS

2 CRORE

NEWS PAPERS & MAGAZINES MUMBAI MIRROR, DELHI TIMES, & FOOD MAGAZINE

50 LAKHS

INTERNET FACEBOOK PAGES AND TWITTER

NIL

SALES PROMOTION FREE SAMPLES WITH PIZZAS, TASTE CAMPAIGNS, DISCOUNT COUPONS, PROMOTION IN JUNIOR MASTER CHEF & WEDNESDAY OFFERS.

63 LAKHS

RADIO 93.5 F.M 2.5 LAKHS

5 YEARS DOWN THE LINE..

Launch in Delhi and Mumbai only

Launch in other metro cities

Launching more varieties of burger

Launching in the mini metro cities as well

Domburg Spread across the Country

DO YOU THINK THIS EXTENSION IS A VALID

ONE ?

REASONS FOR IT BEING A VALID EXENSION

Domino’s has always dealt in food products

Goodwill Serves burger in other countries also

(e.g USA) Idea of Jain and Healthy Burgers

DOMBURG DIFFERENT FROM COMPITITORS

Healthy and Jain Burgers available at Domino’s

Pricing Home Delivery Motto Technology

THANK YOU