Pizza delivery Essay

The ransack of multinational luxuriant nourishment retailers into India has imp be bed the smack buds of Indian consumers significantly. trice pabulum is scoring solely over traditional forage due to modulate of Western countries, and rise in in numerate & sequent standard of living, convenience, etc. As a dissolver, degraded-flying nutrition menus argon gaining wider adoptance from the Indian consumers.The Indian disruptive intellectual nourishment Industry Dryerhas witnessed high gain strides in the late(prenominal) years, with increase disposable income exposure to a estimate of cuisines and consumers get come out of the closetingness to investigate a mix of both Western and local menu. It has non wholly deliverd convenience to quite a little who shuttle between crustal plate and civilize for a bigger part of the day to a gr tireer extent(prenominal)over as substantially eliminated the requirement of established cutlery. This attention at the mom ent thrives on international appeal endorsed by niche chains.The development of nutritious and healthier replacements for the traditional servings at loyal intellectual nourishment restaurants has transformed into mass promotion of portable pabulums. As per a crudeborn research report titled Indian Fast Food Market Analysis, currently the Indian loyal sustenance pains stands at a massive size of 47 gazillion, driven by a developing result of working professionals and increasing westernization. Apart from this, lively life schedule, standardized intellectual nourishment, and less measure-consuming processes atomic enactment 18 desirewise elicitling the indigence from domestic consumers in the industriousness.As read for solely types of speedy nutrition for thought items ar consistently on the rise, pizza, burger, and French fries pick out perish the all time favorite among young Indians, more so with just around of the fountainhead- inhabitn burger and pizza restaurants equivalent McDonalds, half masks, KFC, pizza Hut, Nirulas etc, operational in India. Consumers first choice As far as products argon concerned, b wash up noodles and pasta be at a nas centime stagecoach but are fast evolving in the Indian fast sustenance business. Demand for these aliment items are growing as consumers with hectic lifestyles do not regard to spend much time in cooking.Besides, a variety of noodles and pasta is easily available in the international fast aliment for thought makers menu at an attractive wrong range, pulling unhomogeneous consumers to add these delicious foods into their palates. The instant noodles and pasta segment has thus moody out to be a big hit among fast food lovers, resulting in the entry of legion(predicate) leading players into this segment. As per an ongoing composition on the Indianfast foodindustry, thither has been a study shift in food habits in the metropolitan cities encouraging the manufacturers to slip in progressive shades in noodles and pastas to fit out Indian consumers.Further, the enhancement of heat up instant noodles condiment, good performance of non-fried noodles, and the subsequent release of coarse cereal noodles are some of the of import trends currently prevailing in the Indian market place place. rough 86 per cent of households prefer to consume instant food over traditional food due to steep rise in duple income level & standard of living, convenience and mold of Western countries. As a result, fast food menus comprising pizza, burger, sandwiches, etc are gaining wider acceptance from the Indian consumers.Competitors zone On the competitive front, the fast food market in India is poised for speedy expansion and higher efficiency with the entry of international giants. It has similarly been discover that with the increasing popularity of dining out in India, restaurant operators want to defense their share of advanced consumer spending by stick o uting all types of cuisines. This provides a significant opportunity to players in the food and beverage industry. Major players in this sector are cr consume a competitive environment for future growth.And in exhibition to cater to this augmented client base, Nirulas is increasing its universe in metro cities along with the Tier-2 and Tier-3 cities through diametrical formats. The new outlets in cities, much(prenominal) as Amritsar, Patna, Bhopal, Pune and Ludhiana would mainly be Family Style Restaurants (FSR), ice slash kiosks and parlors. Likewise, KFC has plans to increase its existence from 21 cities at present to around 75 cities through its objective to operate 500 restaurants in India by 2015.The partnership is eager to spread wings to new cities such(prenominal) as Hubli, Madurai, uppercase of Oregon and Mysore in the south, and in the north in Kanpur, Allahabad. Similarly, McDonalds is crossing 1,000 restaurants by 2020. low-spiritedering castle Restaurants, wh ich runs McDonalds in the south and west, plans to open up to 70 injects next year. It go forth be the certifyes biggest expansion in the past 15 years. McDonalds also plans to invest 10 billion to supercharge growth. almost of the food chains are busy in innovating and customizing their products. For instance, in order to boost r all the sameue and offer different varieties to the tastes of heterogeneous cross-sections of people, eye masks pizza pie is planning to customize its range of products.The bon ton is victorious initiatives to come up with a new assortment of diet pizzas for Indians, who are health-conscious and intends to introduce different specialties in pizza for people residing in different parts, like North and South India. Further, the acceptance of fast food has bad faster as several players encounter well-understood the basic requirements of Indian food and served more vegetarians & selected no vegetarian meal options (excludes pork and beef from the ir menu). Franchise outlets On the strategic front, it has been found that the franchising concept in India is continuously rising, with the increase in the number of international players opening more privilege outlets in India.The increasing revenue figures from franchise outlets encourage the players to opt for the concept. As a result, some(prenominal) a(prenominal) international fast food giants are opening up their franchise outlets in India to grab the huge untapped potential difference in a fast emerging market. In a recent development, Nando, South Africa-based Afro-Portuguese, spheric restaurant chain is starting up around 35 outlets by 2013 in various parts of India through the franchise route.The alliance expects to stretch enormously in the northern parts of India. Varying consumer behavior talk about consumers, it has been a noticeable trend that food utilization class of urban Indian families has throwd dramatically with times owing to the growing influence of Western culture. Indians look at started dining out and moved on to accept different varieties of delicious food from the valet. Further, studies indicate a radical change in the consumption patterns of Indian consumers, who fasten out traditionally been k straightwayn for their price sensitiveness.Middle-class families as well as the youth prefer to break a burger worth 25 rather than that worth 50-75. This reveals that despite expression for taste and brand, consumers in India are still inclined to low-price and health resultant roles. As per a survey conducted in 2010, nearly 80 per cent of the fast food consumers expect the fast food owners to implement required measures for trim back the h weaponful impact of fast food. To tackle this issue, these owners assume adopted innovative cooking styles, such as baking and grilling that retain the flavor of food and also require lesser quantity of oil.Besides, major retailers in this field of battle are now providing all necessary information like ingredients, nutrition and fat contained on the product pack. These measures have helped Indian fast food consumers select healthy and nutritious meal as well as protect them from the dangerous effect of unhealthy fast food. presidency inventiveness As far as the role of government is concerned, various initiatives in the recent past have resulted in the entry of many internationalFast Food Retailerin the plain.With the economic repose in 1991, nearly all tariff and non-tariff barriers have been take away or minimized from the Indian boundary that has helped many retailers to commemorate the growing Indian fast food industry. As per the Food Safety and Standards Authority of India, the new rules and standards will make it mandatory for street food vendors to register with distinguish health departments that are into policing hygiene. It requires the food authority to issue licenses to food vendors hardly after ensuring that their products are safe and hygienic. Vendors with products that are found unhygienic or unsafe will face monetary penalties.Moreover, user genial and IT-enabled licensing organisation will be created to improve governance and compliance. To try to ensure that India has the capacitor to implement the new law, the government has increased the number of state laboratories for examen eatables and appointed more food safety officers to check food quality & hygiene rather of merely monitoring adulteration. Besides, the Indian government has also directed state governments to prohibit sales of fast food and change drinks on school premises & check out all such items that lead to unhealthy eating from cafeteria within a 1,500 feet radius of schools.In addition, the countrys regulators have ordered food chains to provide product nutritional labeling at the time of sale, so that clients can know about what they are eating and what effect it can have on their health. This step is a result of various studies t hat have shown that a regular(prenominal) fast food has real high density that causes people to eat more than they unremarkably require, causing people to fall ill with many health-related problems like obesity, diabetes and heart diseases. Shortfalls and remedies India has witnessed a massive increase in the consumption of fast food over the past few years.Indeed, the country has come out as one of the rapidly growing fast food markets in the world. Although the country offers lucrative opportunities to new entrants due to rapid urbanisation and changing lifestyles, there still exist some roadblocks, which may bar the exponential growth route of this industry in future. Competition from local street vendors remains the biggest threat to the growth of the fast food industry in the country. There is an increase in raw materials cost and fuel charges, which is causing a plenteousness of strain to the players in this segment.Lack of halal infrastructural facilities, with respect to roads and electricity, has also hampered the development of fast food market in India. Besides, the industry will have to tackle a number of roadblocks including the rising consumer concerns regarding obesity and health-consciousness to maintain the ongoing trend. On a fast track If the challenges are met with serious considerations, the Indian fast food industry is anticipated to achieve glorious milestones in the coming years. Increasing free fall of people to eat outside (restaurants) will be the major driving force behind the projected growth.Besides, healthy food options and low-price menu will also contribute to its growth, to attain a CAGR of around 33 per cent during 2010-2014. THE START OF FAST FOOD CULTURE The concept of fast food pops upduring 1920s. The 1950s first witnessed their rapid proliferation. Several factors that contributed tothis explosive growth in50s were(1) Americas love affair withthe automobiles. (2) The construction of amajor new highway system. (3 ) The development ofsub-urban communities. (4) The baby boom subsequent to world warsecond.Fast-food chains initiallycatered to automobileowners insuburbia. On the go Fast food outlets are take-away or take-out providers, very much with a drive-through avail which allows guests to order and pick up food from their cars but most also have a seating area in which clients can eatthe food on the premises. People eat there more than five times a week and much, one or more of those five times is at a fastfood restaurant. some from its inception, fast food has been designed to be eaten on the go, often does not require traditional cutlery, and is eaten as a fingerfood. green menu items at fast food outlets include fish and chips, sandwiches, pitas,hamburgers, friedchicken,Frenchfries, chickennuggets, tacos, pizza, luscious dogs, and ice cream, although many fast food restaurants offer slower foods like chili, mashed potatoes, and salads. Variants Although fast food often scrams to psyche traditional American fast food such as hamburgers and fries, there are many other(a) forms of fast food that enjoy far-flung popularity in the West.Chinesetakeaways/takeoutrestaurantsare speciallypopular. They usually offer awide variety ofAsian food which has normally been fried.Most options are some form of noodles, rice, or meat. Sushi has seen rapidly rising popularity in recent times. A form of fast food createdinJapan. sushiisnormallycoldstickyriceservedwithraw fish. pizza pie is a parking area fast food category inthe United States, with chains such as dominos pizza pie, Sbarro and Pizza Hut. Menus are more hold in and standardized than in traditional pizzerias, and pizza auction pitch, often with a time load, is offered. Fish and chipshops are a form of fastfood popular in the UnitedKingdom, Australia and mod Zealand. Fish is battered and therefore deep fried.The Dutchhave their own types of fast food. A Dutch fast food meal often consists ofa portion of F rench fries. Facts and figures Fast food is one of the worlds largest growing food type. Indias fast food industry is growing by 40% a year and is expected to generate a billion dollarsinsalesby2005.ThemultinationalsegmentofIndianfastfoodindustry is up to Rs. 6 billion, a figure expected to zoom to Rs. 70 billion by2005. By 2005, the value of Indian dairy products is expected to be Rs. 1,00,000 million. In last 6 years, foreign investment in this sector stood at Rs.3600millionwhichisaboutone fourthoftotalinvestment dointhis sector. Because of the availability of raw material for fast food, Global chains are flooding into the country. MARKET SIZE & MAJOR PLAYERS a)Dominated by McDonalds having as many as 75 outlets. b) dominos pizza is present in around 100 locations. c)Pizzahutis also catchingup and ithas planto establish125outlets at the end of 2005. d) Subways have established around 40 outlets. e) Nirulas is established at Delhi and Noida only. However, it claims tocater 50,000 g uests every day. Major players in fast food are MCDONALDS. KFC PIZZA HUT DOMINOS PIZZA. COFFEE DAY BARISTA. Themainreasonbehindthesuccessofthe multinationalchainsistheir expertiseinproductdevelopment,sourcingpractices,qualitystandards, service levels and standardized operating procedures in their restaurants, astrengththattheyhavedevelopedoveryearsofexperiencearoundthe world.The seat heavy(p) chains have in the past few years of aspiration with the MNCs, learnt a few things butthere is still alot of scope forimprovement. REASON FOR EMERGENCE GenderRoles genderrolesarenowchanging. Femaleshavestartedworking outside.So, they have no time for their home and cooking food. Fastfood is an tripping way out because these can be prepared easily. Customer sophismandConfidence consumersarebecoming more sophisticated now. They do not want to prepare food and spend their time and energy in house hold works. They are construct their confidence more on ready to eat and easy toserve kind of foods Paucity of quantify people have no time forcooking. Because of emergence ofworking women and also number of other entertainment items. Most of thetime either people work or want to enjoy with their family.DoubleIncome congregation emergenceof branchedincomegroupleadsto increase in disposable income. Now people have more disposable income so they can spend easily infast food and other activities. Working Women working women have no time for cooking, and if they have then also they dont want to cook. Because they want to come out ofthetraditionallydefinedgenderroles.Theydonotwanttoconfinethemselves to household work andup legal transfer of childrens. Large cosmos Indiabeingasecondlargestcountryintermsof state possesses large potential market forall theproducts/ run.Thisresults into entry of large number of fast food players in the country. Relaxation in rules and regulations with the economic relaxation of1991, most of the tariff and non tariff barriers from the Indian bounda ries are either removed or minimized. This helped significantly the MNCs to enter in the country.CHALLENGES FOR THE INDUSTRY favorableand ethnicimplicationsofIndiansswitchingtowestern breakfast food Generally, Hindus avoid all foods that are believed to inhibit physical and spiritual development.Eating meat is not explicitly prohibited, butmanyHindusarevegetarianbecausetheyadheretotheconceptofahimsa. Those pursuancespiritualunitymayavoidgarlicandonions. The concept of uprightness influences Hindu food practices. Products from cows (e. g. ,milk,yogurt,ghee-clarifiedbutter)areconsideredpure. Purefoodscan improve the purity of impure foods when they are prepared together. more or less foods, such as beef or alcohol, are innately polluted and can neer be make pure. But now, Indians are switching to fast food that contain all those things that are considered impure or against there beliefs.Some traditional and fundamentalist are against this transformation of food habit and number o ftimes they provoke their counterparts to revolt against such foods. And that is what happened when McDonalds decided to enter thecomplexity of Indian business landscape, counting only on its fast food global formula, without any apparent previous cultural training. Emphasisontheusageofbio-degradableproducts Glasses, silverware,platesandclothnapkinsareneverprovidedwithfastfood.Instead, paper plates and napkins, polyurethane containers, plastic cups and tableware, drinking cartons or PET (polyethylene terephthalate) bottles are used, and these are all disposable. Many of these items are tossed in the garbage instead of being recycled, or even worse, merely thrown on the ground. This burdens record unnecessarily and squanders raw materials. In order to reduce soil and water pollution, government now emphasis more on the usage ofbio-degradable products. suppressionofemployees Mostofnewindustrieswillbecapital intensive and may drive local competitors, which have more workers, out ofb usiness.Profit repatriation Repatriation of earnings is another area of concern forIndian economy. As when multinational enters the any countries, people and governmenthopethatitwillincreasethe daterateand resultin economic growth. However, with the multinational operation, host country experiencesthesebenefitsfora neattimeperiod.Inlongrunneither employment increases (because of capital intensive nature of MNCs) nor it increases the GDP or GNP because whatever MNCs earn they repatriate that profit back to their home country. PROBLEMS OF INDUSTRY environmentalfriendlyproductscosthighgovernmentislegislating laws in order to keep check on the fast food industry and it is show more on the usage of bio-degradable and environment friendly products.But associated with this issue is theproblem that fast food player faces thecost associated with the environment friendly product. They cost much higher than the normal products that companies uses for packaging or wrap up their products. Ba lancebetweensocietalexpectationandcompanieseconomic objectives To balance a societys expectation regarding environment with the economic burden of defend the environment.Thus, one can see that onesidepushesforhigherstandardsandothersidetriestobeatthe standard back, thereby making it a arm wrestling and mind boggling exercise. Health related issues obesity I. Studies have shown that a typical fast food has very high density and food with high density causes people to eat more then they usually need. II. Low calories food Emphasis is now more on low calorie food. In this lineMcDonaldhasaplantointroduceallwhitemeatchickenMcnuugget with less fat and fewer calories.TRENDS IN Indian MARKETMarketing to childrens Fast food outlets in India target childrens as their major guests. They introduce varieties of things that will attract thechildrensattentionandbytargeting childrenstheyautomatically target their parents because Childrens are unceasingly accompanied by their parents. Low level customer commitment Because of the large number of food retail outlets and also because of thetendency of customer to switch from one product to other, this industry faces lowlevel customer commitment.INTRODUCTION OF DOMINOES dominos Pizza India Ltd. was in integratedd in March 1995 as the bounce backfranchisee for India and Nepal, of eye masks Pizza multinational Inc. , ofUSA. Moreover, the company holds the master franchisee rights for Sri Lanka and Bangladesh through its wholly owned subsidiary. Mr. Shyam S. Bhatia and Mr. Hari S. Bhartia of the Jubilant Organosys Group were thepromoters of the company. Since inception, eye masks Pizza India Ltd. has proceeded to become one ofthe largest and fastest growing international food chains in South Asia.Thefirst Dominos Pizza store in India opened in January 1996, at New Delhi. Today, Dominos Pizza India has grown into a countrywide profits around220 outlets in 42 cities and isthe leader in the fast food livery segment.Eversinceit wasestablished,DominosPizzaIndiahasmaintaineditspositionofmarketleadershipwithitsconstantproductinnovationand maintenanceofstringentservicestandards. Moreimportantly,ithas established a reputation for being a home delivery specialist capable ofdelivering its pizzas within 30 minutes to its confederacy of loyalcustomers from its entire chain of stores around the country. Customers can order theirpizzas by calling a singlecountrywide Happiness Hotline 1800-111-123. Infact, Dominos was the first one to start thisfacility for its customers. Dominos is move to bringing fun and ferment to the lives of ourcustomers by delivering delicious pizzas to their doorstep in 30 minutes orless, and all its strategies are aimed at fulfilling this commitment towards its large and ever-growing customer base.Dominos constantly strives to develop products that suit the tastes of its customers, thereby bringing out the Wow effect(the feel good factor). Dominos believes strongly in the strategy of Thi nk local andactregional. Thus,timeandagainDominoshasbeen innovating toppings suitable to the taste budsof the local populace and these have been very well accepted by theIndian market. DOMINOES VISION AND OBJECTIVES Dominos vision is portentous people on a mission, to bethebestpizzadeliverycompanyintheworld .Dominos is committed to bringing fun and excitement to the lives of our customers by delivering delicious pizzas totheirdoorstepin30minutesorless,andallour strategies work for fulfilling this commitment towards our large and ever-growing customer base. Dominos constantly strives to develop the product that suits the taste of its customers to bring out the WOW effect (i. e. the feel good factor). Dominos believes in the strategy of Think local and act regional that is amalgamate with a playful image personified by our Hungry Kya? positioning.Thus,timeandagainDominoshasbeen innovatingtoppings,suitabletothetaste budsofthe locals and these have been very well accepted by the Indi an market, are doing extensively well in the market. We are constantly in the process of innovating further we introduce new topping every 3 4 months Dominosunderstandscustomersdemandandis constantly developing localflavors understandingthe localsentiments. Also,theingredients, saucesetc. are make keeping in mind the taste buds of Indian consumers season retaining the international flavor.Dominosconstantlystrivetomakethecompanyan integralpart ofthelivesofthetargetaudiences by getting involved with the condescension at the emotional level andbuildinglong-termrelationshipwiththem. Thus, Dominosconcentratemoreoncarryingoutbelow-the-line activities in the area it serves. Dominos believe in bringing fun and excitement into the livesofourclientele. Wetakeourdelivery marriage proposal very seriously and our entire corporate ethic is based on it. DominosistherecognizedworldleaderinPizza delivery.But it isnt just about delivering its also about giving back to the community. Dominos believe s that an essentialcomponentofcorporateresponsibilityisto provide support to gracious organizations that benefit thecommunitieswhereitsemployeesandcustomers workandlive. Dominos widely distributed is knownforits commitment toward social causes and believes in adding funtothelivesofourcustomersandcommunitiesit serves. In India, Dominos has been associated with the nongovernmental organizations devotedtothecauseofunderprivilegedChildrens.Dominos conducts entrepot Educational Tour (SET) for the under privileged children time-to-time. Recently this was doneintheoneoftheDominosoutletinDelhiand Mumbai with theunderprivileged children from wawl (Child ReliefandYou)whereDominostookthepledgeto provide part-time employment to the eligible wards from CRY who are above 18 years, reiterating its commitment towards social causes. Also, fifty- percent of that days first 20 deliveries of the store were given over to CRY toward the cause of the underprivileged children.The children had a gala t ime charm they learned to make and bake pizzasatthestoreandfinallytastedthe noble-minded offeringsmadebythemduringtheStoreEducationalTour. Dominos Pizza India also boasts about its commitment to serve its customers on time by implementing the 30 MINUTESORFREE servicecommitment , theyhave been able to achieve this as a result of continuous efforts and trueness of the entire team in improving operating efficiencies . Dominos PizzaIndiahasbeenconsistently rated amongstthe top2pizzachainsworldwideinthe Dominos family by Dominos International, in terms ofquality of operations.Our pizza delivery times have also beenjudgedasthebestdeliverytimesintheworld across all Dominos. Communication objectives Category Need Dominos master franchise model Industry analysts believed that Dominos master franchise model was one of the reasons forits success in international markets even in light of the global economic retardation in 2008. How dominos international bucked the trend The strong performan ce of Dominos international master franchises in the midst of the global economicslowdownwasawidely debatedtopicamonganalysts.Whilesomeanalysts believed that the recession had helped the growth of these chains due to the trading down factor of people preferring to eat at home rather than dine out at dearly-won restaurants, others believed it was a combination of aggressive marketing and the franchise model that had helped the company buck the trend. Dominoes Brand Awareness Promotional and advertisement campaigns The pizza delivery business hadtraditionally been promotion driven. Coupons anddiscounts were offered by all pizza delivery chains to woo customers.Since its inception, Dominos had been known for its unequaled promotions that included fast delivery and innovations to caterto a varied palette. The 30 minutes promise In the year 1973, Dominos began a guarantee scheme that its pizzas would be delivered in 30minutes or less of society failing which the customer would receive the pizza free. Brand Attitude part of technology Online sales accounted for over 70 percent of its total sales in 2008. Dominos planned to further exploit the increasing potential of the online medium as one of the promotional and distributional channels in the downturn. Brand Purchase Intention.What makes dominos pizza better than its competitors? Varity of Pizzas Services offered Quality of pizzas Location of the upshot Waiting time in the outlet Door step services Lower price Communication Mix Communication is very important, particularly when it is two-way. Dominos value customerfeedback and is most responsive to customer preferences. Fast food ought to be a fun experience and this is not possible unless the provider and the consumer are in synch. They are in theservice business, and their product is positioned as aconvenience food delivered to the customer hot and fresh in 30 minutes guaranteed.Every company essential follow the eight major marketing communication mo des. For Dominos direct selling and interactive selling is not needed though they are involved in internet and cable TV promotions. Dominos always search for ways to gain efficiency by replacing one communication with others. The sustainability among communication tools explains why marketing engage need to be coordinated. Advertising The Dominos Pizza franchise has earned the reputation of being one of the fast growing food chains in South Asia.Dominos is committed to bringing fun and excitement to the lives of its customers by delivering delicious pizzas to their doorstep in 30 minutes or less. The fast food franchise is all set tomake the complete use ofits potential market in India, where eating out is a means of entertainment. Its advertisements are image of its core competencies. The DominosPizza Indiafranchisekeeps implementing variedpromotionalstrategies. Dominos initially restricted their adstrategy to banners, hoardings and specific promotions. In August2000, Dominos laun ched the Hungry Kya? (AreYou Hungry? ) sequence ofadvertisements on television.While spotlight its home delivery facility in advertisements, the pizza franchise always adds an element of humour in it. That is exactly why actor Arshad Warsi was made the brand ambassador ofthe Dominos Pizza India franchise. Paresh Rawal, another humourist of Hindi cinema, was also featured in Dominos ads. A significant strategic change is that, while the unique selling proposition of Dominos is home delivery in all markets, they have been creating dine-in spaces at all their restaurants here in India. Dominos Pizzas tagline khushiyon ki home delivery which cuts through the advertising jamstillremainsintact.Butintier-2andtier-3cities,aspeopleliketo experience eating out close to 75% of their restaurants now have dine-in facilities. This is different from their global strategy where theirkey focus hasbeenon home delivery. Also,theyare inthetrial stageoforders by internet in India after its success in U . S. Another feature they introduced is a customer can top the Pizza he wants. Dominos went a step ahead by differentiating regions and applyingthe taste-factor accordingly. Dominos also made ordering simpler through a single toll-free number end-to-end the country.Dominos has been following the principle of Think Local, Act Regional. Events/ Experiences They are sponsoring some college fest, cultural program and promotional events through out the country for promotion. Public Relation Dominos Pizza India undertakes local store marketing initiatives. These include specialdiscountstoloyalcustomersandparadelikeactivitiessuchasMotorbikeformations, distributing special offercoupons and phonecalls tofrequent customers. Dominos has been innovating toppings suitable to the tastebuds of thelocal populace and the Indian market has very well accepted these.Dominos Pizza India Ltd, which runs fast food chain Dominos Pizza in the country, has changed its corporate parent to Jubilant Food pla nt life Ltd. The change of name came into effect from family 24 2009. The decision to change the namehas been taken toalign ourselves with the mark of the JubilantBhartiaGroup,promotedbyShyamSBhartiaandHariSBhartia,Jubilant Food Works Chief Executive Officer Ajay Kaul said. Jubilant Bhartia Group holds the masterfranchisee rights for the Dominos Pizza brand and operations for the whole of India, Nepal,Sri Lanka and Bangladesh.However, the company will continue to use the brand name ofDominos Pizza for marketing and other related purposes. Personal Selling Dominos continuously strives to make the company anintegral part of thelives of the target audiences by getting involved with the clientele at the emotional level and building long term relationships with them. Thus, dominos concentrates more on carrying out below the line activities in the areas it serves.