Ajay provides his view, “In India, with the booming economy, going out and eating has a huge market

IIPM BEST MBA INSTITUTE

But there surely have been tradeoffs in this ‘delivery’ oriented model, as Domino’s seems to have missed out big time in the sit-and-dine segment; an area where arch rival Pizza Hut from the stable of ‘Yum! Brands’ is stealing the main show. But Ajay, after two years of tasting and testing, is showing signs of paying heed to this trade-off, as Domino’s has now planned to open as many as 45 such sit-anddine outlets across India by the end of 2007. When we posture to him that this is tantamount to breaking the brand image of Domino’s, snap comes the reply, “A unique image of the brand, does not necessarily mean the best business proposition. Domino’s globally has been the best delivery brand for years; and we are not making a departure from this delivery centricity. Our communication and marketing strategy is still sticking to that and we are not confused with our USP.”

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)