prduct strategy for dominos burger
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DomBurg - By Domino’s
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EVOLUTION OF DOMINOS
1960-1970
1970-1980
1980-1990
1990-2000
2000-2013
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VARIETY OF PRODUCTS AT DOMINOS :
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• After being a successful brand, domino’s is now coming up with a new product line of..BURGER!
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DomBurg“ SWEET HAI, SPICY HAI,
DOMINO’S MEIN BHII BURGER HAI!! ”
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• After this survey we have come to the conclusion that :
77
1
22
INTERESTEDNOT INTERESTEDMAY BE
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VARIETIES
VEGETARIANAloo Bite,
Spicy Paneer,
MexicanneJAIN
Jain Burg, Spicy
PaneerHEATHY
(Wheat Bun)Salad Burg,Falafal Burg
NON – VEGChicken Tikka,
Fishy Fish
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SEGMENTATION
• Geographic• Demographic• Psychographic• Behavioural
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GEOGRAPHIC• Metro Cities : Mumbai & Delhi
DEMOGRAPHIC• Age• Income• Occupation• Generation
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PSYCHOGRAPHIC• Lifestyles• Personality Characteristics• Social Class
BEHAVIOURAL• Any Occasion
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TARGETING (Differentiated Marketing)
Various Target Segments :
Youth Children Housewives / Mothers Working Class
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POSITIONING
• Served as “ All time MEAL ”• Taste and Health Oriented
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THE 4P’s OF MARKETING
Product Price Place Promotion
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PRODUCT
Amazing Taste Different Variety Jain Burger & Healthy Burger
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PRICE
Pricing Strategy is : a) PENETRATING b) PSYCHOLOGICAL
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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/-
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PLACE Metro Cities : a) DELHI b) MUMBAI
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PROMOTION
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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
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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
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DO YOU THINK THIS EXTENSION IS A VALID
ONE ?
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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
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DOMBURG DIFFERENT FROM COMPITITORS
Healthy and Jain Burgers available at Domino’s
Pricing Home Delivery Motto Technology
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BIBLOGRAPHY
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THANK YOU