Abstract

The case gives an overview of the competition in the Indian pizza market in 1996. Focusing on two big US Pizza chains, Domino’s and Pizza Hut, the case discusses the various marketing strategies - positioning, pricing, promotional, advertising, and expansion - adopted by both the chains to garner a bigger share of the Indian pizza market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Indian fast food market
• Success factors in the Indian fast food market.

Keywords

Competition, Indian pizza market, 1996, US Pizza, Domino's, Pizza Hut, marketing strategies, positioning, pricing, promotional, advertising, expansion