Abstract

The caselet gives an overview of the competition in the Pizza market. It focuses on the two big US Pizza chains, Domino’s and Pizza Hut. The caselet discusses the various positioning, pricing, promotion, advertising, and expansion strategies adopted by both the chains to garner a bigger share of the Pizza market in india.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The various strategies of the major Pizza players in India
• and How smaller companies in a highly competitive software industry can grow by focusing on the niche segments of the industry.

Keywords

Supply chain management, discounts, freebies, promotional campaign, ad campaign, franchisee, brand loyalty