Brand Management Project

on

By:
Shubham Jakhmola
18A3HP620
 About the Company
• Headquarter in Ann Arbor, Michigan, US
• Founded in 1960 by Tom Monaghan, Dominick DiVarti,
And James Monaghan
• Over 16300 stores all over the world
• Began its operations in India in 1996 in New Delhi
• Domino's second largest Market all around the world
• 1200 stores and 271 Indian cities
 Brand Elements
• Domino’s Tagline: Yeh hai Rishton ka Time !!
(Old: Hungry Kya? ; Khushiyon ki Home Delivery!!)
• Franchisee: Jubilant FoodWorks Pvt. Ltd
• Jingle: Tana na na na dhi, Pizza aaye free.
• Moto: 30 minutes or free.
• Character: The Noid (1980’s)
• Mission: To be number one.
• Logo: Domino Piece
 Growth in India

• Operating revenue: Rs 881 crore for

Q2 FY19, up 21% YoY
EBITDA: Rs. 147.5 crore, up by 44%
YoY
Profit after tax: Rs 77.7 crore, up by
60% YoY
• The company also launched its
updated mobile app which
registered a total of 13 million
downloads in 2019 as compared to
7.8 million last year.
Keller’s CBBE
Model
Salience
 •
Performance: Ad Links:
https://www.youtube.com/watch?v=NLK4WyLL_YY,
https://www.youtube.com/watch?v=u_teBdBqavY
 Imagery • Ad Link: https://www.youtube.com/watch?v=WzVjSG0c_mc,
https://www.youtube.com/watch?v=rTUAmlLHH-Q

• Have improved their recipe and is now newer and better

• They have even used crickets(Virat Kohli) and Actress (Asha Negi)
to endorse their brand
• project to its customers that it has really improved since its
inception with more fluffy crust, more toppings and better sauces
and process are used to make their product.
 Judgement Ad Link: https://www.youtube.com/watch?v=N4FB9kR3Y3k

• they are trying to say that they have the ‘perfect’ pizza which is critically
made by top and experienced chefs around the world.
• more authentic and exotic by using superior ingredients and processes
• with the likes of Celebrity Chef, Vikas Khanna endorsing it, it gives a huge
credibility to the claims by the brand.
 • Ad Link: https://www.youtube.com/watch?v=ds8AwgmYjp4, https://www.youtube.com/watch?v=OYT7blJQIfI

Feeling • https://www.youtube.com/watch?v=PdSGSw3wI4Q, https://www.youtube.com/watch?v=q1469NWMqfg

warmth
affiliation, enjoyment and social approval

social approval and security fun

Resonance

• The customers could customize their own pizza with any of the
combinations and promote it.
• If that pizza became popular then the creator of that pizza could order
it for free upto a year.
Brand Value Chain
The program multiplier determines the ability of the marketing
program to impact the customer mindset and is a function of the
program investment’s quality.
The Pizza TurnAround

• a clarity of its objective. They were to directly

take feedbacks from its customers and work on
those feedback
• This campaign was directly relevant to its
customers and their criticism
• This was very distinctive as normally brands
don’t advertise their negative aspects.
• They did a few modifications in the pizza
making process and consistently applied these
changes across the world which uplifted their
brand.
• The sales boomed by 32.2%.
Relationship Marketing:

The Pizza Turnaround

Permission Marketing
Experiential Marketing
One on One Marketing
Marketing Mix (Product, Price, Place, Promotion)
 Brand Tracking Survey

• Salience: All respondents are aware of the brand.

• Brand Knowledge/Salience: Most of the repondents are able to recall
about the logo and tag line of Domino’s.
Performance
Performance: Domino’s has a competitive advantage when it
comes to delivery time. Hence customers associate due to its
uniqueness.
Performance: convenience and ease of access
Imagery: This shows the level of value, reach and image of
the brand in India. Domino’s is positioned as the most
preferred brand in this category. Hence, customers are
associating by favourability.
Judgement, associating by strength.
Credibility of the brand which comes under judgement stage of
Keller’s model.
Feeling
Resonance