IDEAS home Printed from https://ideas.repec.org/a/wsi/acrjxx/v16y2012i01ns0218927512500022.html
   My bibliography  Save this article

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Vimi Jham & Shobhit Tandon, 2012. "Domino's Pizza India Ltd.: Driving Business Growth through Consumer Engagement," Asian Case Research Journal (ACRJ), World Scientific Publishing Co. Pte. Ltd., vol. 16(01), pages 39-63.
    • Handle: RePEc:wsi:acrjxx:v:16:y:2012:i:01:n:s0218927512500022
    DOI: 10.1142/S0218927512500022
    as

    Download full text from publisher

    File URL: http://www.worldscientific.com/doi/abs/10.1142/S0218927512500022
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1142/S0218927512500022?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:acrjxx:v:16:y:2012:i:01:n:s0218927512500022. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscinet.com/acrj/acrj.shtml .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.