| Autor: |
W., Veeresh Kumar, P., Vetrivel, Somayaji, Sumukha Krishna, Suresh, E., Murthy, Madhav |
| Předmět: |
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| Zdroj: |
Aweshkar Research Journal; Sep2021, Vol. 28 Issue 2, p86-99, 14p |
| Abstrakt: |
India Domino's is India's market leader having the highest pizza market outside the United States with nearly 72% market share and is working towards doubling the market size by creating pizza as a meal-time replacement. This case study ascertains how Domino's pizza, people's favourite pizza brand in the United States adapted to the Indian market and captured its evolving customer base. This study considers various factors that have helped Domino's achieve their position in the Indian market. The intriguing feedback process that Domino's conducts with the young customers, the product development process carried out with its team before introducing a new product in the market is studied. In a country where data charges are reliable and smartphones are accessible to a wide range of people, the influence of introduction of newer version of the consumer-friendly mobile application in online food ordering and its ability in addressing longstanding issues is discussed in detail to determine how the mobile application was successful in achieving increased sales and customer satisfaction. This case study also examines the role of marketing in introducing and developing localised product ranges and customised Indian flavorous with innovative additions to suit the evolving tastes of its consumers residing in every part of the country. Quick and reliable superfast delivery, digital advertisements and marketing campaigns used to communicate value for money offerings and safety measures undertaken to capture wide range of audience is also studied. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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