Domino's Pizza India Ltd.: Driving Business Growth through Consumer Engagement

Vimi Jham () and Shobhit Tandon
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Vimi Jham: Marketing, Institute of Management Technology, UG-02, Dubai International Academic City, P.O. Box 345006, Dubai, UAE
Shobhit Tandon: Domino's Pizza India Ltd., India

Asian Case Research Journal (ACRJ), 2012, vol. 16, issue 01, 39-63

Abstract: The case describes how the Domino's Pizza India Ltd. designed a customer relationship program with direct marketing as a tool and rolled it out nationally. Today with 321 stores, Domino's is the market leader in the organized pizza category and is the largest international chain in the country. The case discusses strategies adopted by Domino's, keeping in mind the emerging competition, rising income levels and change in customer preference to gain new customers and increase repeat purchase. It highlights the need to design a unique customer relationship management program which will try to sell a single customer a basket of products and offers that he may need at different consumption occasions over as long a period of time as possible. The focus of the case is on the use of direct marketing in designing a new CRM program. The case highlights the advantages and disadvantages along with the challenges and problems involved in designing the program.

Date: 2012
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DOI: 10.1142/S0218927512500022

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