prduct strategy for dominos burger

DomBurg - By Domino’s

EVOLUTION OF DOMINOS

1960-1970

1970-1980

1980-1990

1990-2000

2000-2013

VARIETY OF PRODUCTS AT DOMINOS :

• 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!! ”

• After this survey we have come to the conclusion that :

77

1

22

INTERESTEDNOT INTERESTEDMAY BE

VARIETIES

VEGETARIANAloo Bite,

Spicy Paneer,

MexicanneJAIN

Jain Burg, Spicy

PaneerHEATHY

(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

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) Survey Idea of Jain and Healthy Burgers

DOMBURG DIFFERENT FROM COMPITITORS

Healthy and Jain Burgers available at Domino’s

Pricing Home Delivery Motto Technology

BIBLOGRAPHY

THANK YOU