Rachit Vats
Advertising

Domino’s Pizza wafts towards the Great Indian Middle Class

The company plans to spend around Rs 4 crore on its marketing and advertising

Till date, Domino’s Pizza has enjoyed a presence in the metros and class 1 cities, targeting SEC A consumers. But now it plans to widen its TG and reach out to the great Indian middle class.

On one hand, it has adopted the strategy of affordability, value and variety to lure this segment of consumers, on the other hand, it is expanding its network by opening 40 outlets in other class 1 cities such as Visakhapatnam, Bhubaneswar, Vadodara, Bhopal, Jalandhar, Surat, Jaipur and Mysore.

Domino’s plans to jump into the deep middle class ocean are fuelled by its consistent growth rate of 40-45 per cent in the last three-four years.

Ajay Kaul, chief executive officer, Domino’s Pizza, India, says, “Ten years ago, when we started operations in India, we were focused basically on the upper middle class, upper class and so on. Now, after having penetrated this segment pretty well, we have actually moved closer to the so called and often spoken about middle class. This is a huge group of people, having a disposable income, using which they can jump into a category like pizza.”

The company has allocated a budget of Rs 4 crore for promotions and marketing, which will include advertising spends and ground level activities at a local level.

To begin with, the company will launch its new TVC, created by Contract, on August 29, 2006.

Ashish Chakravarty, vice-president, Contract Advertising, says, “This is a story of variety and cost. Domino’s is making an attempt to get in new users by providing better value. This time though, the effort is also being made to make the Domino’s experience exciting for families. That’s the only shift in positioning.”

“In the past, Domino’s has created communication which has been effective, likeable and fun and it will continue to do so,” he adds.

Domino’s earlier 30-second campaign, which featured actor Paresh Rawal, was a big hit and it helped the brand reach its Rs 100 crore target.

© 2006 agencyfaqs!

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