Domino's is launching a new product line of burgers called DomBurg in India. Market research found that 77% of people surveyed were interested in this idea. DomBurg will offer a variety of burger options targeting different segments, including vegetarian, Jain, and healthy varieties. It will initially launch in Delhi and Mumbai, with plans to expand to other metro cities and mini metro cities over the next 5 years. The marketing strategy will focus on taste, variety, competitive pricing, and promotions through newspapers, magazines, websites, radio and sales campaigns.

1. DomBurg
- By Domino’s

2. EVOLUTION OF DOMINOS
1960-
1970
1970-
1980
1980-
1990
1990-
2000
2000-
2013

3. VARIETY OF PRODUCTS AT
DOMINOS :

6. • After being a successful
brand, domino’s is now coming
up with a new product line
of..BURGER!

7. DomBurg
“ SWEET HAI, SPICY HAI,
DOMINO’S MEIN BHII BURGER
HAI!! ”

11. • After this survey we have come to
the conclusion that :
77
1
22
INTERESTED
NOT INTERESTED
MAY BE

12. VARIETI
ES
VEGETARIAN
Aloo Bite,
Spicy
Paneer,
Mexicanne
JAIN
Jain Burg,
Spicy
Paneer
HEATHY
(Wheat Bun)
Salad Burg,
Falafal Burg
NON – VEG
Chicken
Tikka,
Fishy Fish

13. SEGMENTATION
• Geographic
• Demographic
• Psychographic
• Behavioural

14. GEOGRAPHIC
• Metro Cities : Mumbai & Delhi
DEMOGRAPHIC
• Age
• Income
• Occupation
• Generation

15. PSYCHOGRAPHIC
• Lifestyles
• Personality Characteristics
• Social Class
BEHAVIOURAL
• Any Occasion

16. TARGETING (Differentiated
Marketing)
Various Target Segments :
 Youth
 Children
 Housewives / Mothers
 Working Class

17. POSITIONING
• Served as “ All time MEAL ”
• Taste and Health Oriented

18. THE 4P’s OF MARKETING
 Product
 Price
 Place
 Promotion

19. PRODUCT
 Amazing Taste
 Different Variety
 Jain Burger & Healthy Burger

20. PRICE
 Pricing Strategy is : a) PENETRATING
b) PSYCHOLOGICAL

21. 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/-

22. PLACE
 Metro Cities : a) DELHI
b) MUMBAI

23. PROMOTION

24. 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

28. 5 YEARS DOWN THE LINE..
Launch
in Delhi
and
Mumbai
only
Launch
in other
metro
cities
Launchin
g more
varieties
of burger
Launchin
g in the
mini
metro
cities as
well
Domburg
Spread
across
the
Country

29. DO YOU THINK THIS
EXTENSION IS A VALID
ONE ?

30. 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

31. DOMBURG DIFFERENT
FROM COMPITITORS
 Healthy and Jain Burgers available at
Domino’s
 Pricing
 Home Delivery Motto
 Technology

32. BIBLOGRAPHY

33. THANK YOU