Abstract

As of 2012, the pizza market in India was among the most vibrant markets, and Dominos was the leading player in this market. The case looks at the different promotional strategies followed by Dominos, since it started operating in the country in 1996.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The pizza market in India and the main players.
• The promotional strategies adopted by Domino’s in India.
• Different campaigns of Domino’s in India.

Keywords

Dominos, Pizza Hut, Yum! Brands, Quick Service Restaurant, master franchisee, Brand image, Mc Donalds, Papa John's Pizza