1500-plus IIPM students placed across the country with 44 bagging international offers
McDonald’s had become India’s darling because of its value for money pricing; Domino’s encashed on this and launched its budget pizzas at Rs.35 only. The bid was to attract economy consumers and also kids, making pizzas within reach of their pockets. For the first time, Domino’s shed its ‘Hungry kya?’ tagline and launched an ad that played on compassion rather than humour. The tagline – ‘Khushiyon ki Home Delivery’; the aim – to expand their customer base in one go. Now that’s what we call a smart marketing move.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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