Dominating Domino's Digital Strategy : Pizza Mogul

Key Highlights Domino’s Pizza:-

(1) Market presence in 72+ countries.

(2) Total 10,500+ Stores worldwide including 750 in the UK, 4,900 in the US and 650 in India.

(3) India has become the largest international market for Domino's outside its home market. Mostly Indian pizza flavors like paneer pizza, chicken tikka masala (spice) pizza, and kheema do pyaza pizza are selling internationally.

(4) Enriched an innovative concept “delivery in 30-minute” in 1973. Today, McDonald is also offering “delivery in 29 minutes”.

Origin:- Dominoes / dominos word is representing to the collective gaming pieces making up a domino set (also known as a deck or pack).

Similarly, an international dominating brand Domino's has initiated an innovative digitally pizza buzz in across UK, and given an identity as “Pizza Mogul”. Pizza Mogul is a digital places where customers allow making their own taste & choice pizza, give any name which they aspiration, sharing it in your digital network and earn money from 0.25 cent to AU$4.50 every time when someone buys it.

Log on: - https://www.pizzamogul.com.au/#!/home

Brand Strategy & Analysis:-

Domino's digital strategy is revealing their fans (consumers) to make pizza by their choice, taste & convenience. Domino s is intend to keep consumers engaging with brand, identify their taste & preference through social media and being leading brand it can reach effortlessly to millions with wide range of customized pizza across the globe. 

An amazing is that ordinarily company is offering customized product to consumers but here Domino's is offering to make customized pizza as consumers aspiration & share it on their social media network whenever they desire.  This can be considering as a core competency, strong brand identity & brand equity of Domino's and make consumers satisfaction which can easily transform into brand loyal.

Today, Smartphone users are being increasing, its penetration level is also becoming high, simultaneously digital medium presence is also growing globally and people are buying various sort of stuff through online by downloading apps.  58 % of Domino’s orders in the United Kingdom now are through digital whereas about 40 % in the United States.

Domino's has executed appropriate digital strategy & created innovative hype of pizza making & sharing and ‘Pizza Mogul’ name itself is representing ‘Pizza Power’ where consumers can create customized pizza by self & consumer can feel happiness as well as confidence. Domino's strategy is certainly influencing to rival brand Pizza Hut. Domino's is awfully vigorous presence on digital, print, TV with various campaigns than rival brands Pizza Hut, Papa John’s, McDonald etc. and moreover Domino's is consistently trying to engage with consumers.

Ready to make Pizza by own with Digital Domino's ‘Pizza Mogul’ buzz!!!

McDonald's Gol on Viral...

Being a part of digital marketing strategy, Viral marketing strategy has evolved social scenario & moreover today things are becoming viral on daily basis by using various social medium. There are 4 factors through which has been sprouting entire global scenario and digital marketing came into the picture as a Social Media Marketing:

All of these factors are extremely co-related wit h each other or it can say that digital marketing strategy is incomplete without these four factors.

Overall I did observed & analyzed that the right time of Viral marketing strategy can be on any festive season or events where there is huge chance to get an effective result of brand/rebranding or repositioning, get mass traffic & engage with your customers  as well as can convey message precisely.

McDonald’s Gol is being on viral since beginning of FIFA World cup 2014 and already been achieved gol by introducing an innovative campaign for French fry box packaging along with apps on YouTube, Twitter, Facebook, Google+ & many other social media. On the right time, McDonald has been executed an influential strategy  & furnished creative sports shape artwork in 12 French fry box which gives augmented experience of Football game those who are lover & having passion of Football. Moreover, boxes are available in total 119 markets across the globe.

Packaging 12 artwork Fry box

Commercial Campaign:- http://www.youtube.com/watch?v=-T7zyezBkuY

This 1.51 Minutes commercial already viewed by 52.42 Lacs people globally and commercial is conveying message with McDonald’s Gol apps that any one (Age of people) can play football who have spirit of playing. An amazing & unique concept created by McDonald by launching Gol apps where people can play easily football game & feel experienced like real game.

McDonald’s Gol App:- http://gol.mcd.com/en.html

Two things must be consider before executing & during plan of Viral Marketing Strategy:

(1) Content and (2) Visual image/video with precise message. If these both will accurate & effective, assure your brand will be extremely on viral and cross million people. It must be an essential to engage customers in viral marketing.  Here is mentioned FIFA World Cup 2014 analysis:

It is clearly shown most engaged top 5 countries, hashtag & social mention analysis & usage volume, response on Facebook FIFA official site etc. This analysis stats is playing vital role during campaign plan & accordingly you can make revised strategy too.

Go on Viral with Visual..

“Content Strategy Develop Brand

 Viral Marketing Strategy Build Brand

 Social Media Marketing Strategy Build Brand Equity….”

Veg Wash + : Vegetables & Fruits Cleaner

Today, things are becoming customized globally as like demand. There are two types of aspect behind it: 

(1) Companies are introducing customized products & create the demand for same and 

(2) Consumers/Customers are demanding customize where companies need to create customize product.  Why is it becoming an essential to introduce? Because consumers are looking for convenience apart from brand, quality & price. Here, I would like to emphasize again the same concept which has been highlighted in my earlier post and it is most decisive part for new product development as well as strategic planning.

Overall the scenario is like that consumer can churn easily to either rival brands or substitute brand where they can get not only value for money but also feel convenience of which they have desired. Today, consumers have enhanced alternatives during the buy any products in any categories like personal care (Including cosmetic items), oral care, automobile, food & beverages, health care, herbal care, electronics, apparels, Jewellery, Home appliances, Financial services etc.  There are available ample of multiple advanced features in all above mentioned categories where consumer can feel convenience and still it is adding more features at regular interval as demand being created & the same being introduced into the market accordingly.

Pune (India) based Brand Veg wash+ (brand from Autodynamic Engineering Pvt. Ltd.) which is cleaning vegetables & fruits from bacteria, chemical pesticides & preservatives, organic pollutant & dirt which cannot remove through natural water stating by Veg wash+ and has initiated campaign on print media. The same product of brand ‘Good Home Vegetable & Fruit Wash’ has introduced in March, 2013 by TTK healthcare.

Print Campaign

Brand Veg Wash+ & Good Home Rivals 

Brand Veg Fru Wash - Rivals

Though, the concept is innovative however, this product is not much aware in Indian market. There is an opportunity & market potentiality to develop brand. But it must require to plan specific BTL (On ground) promotional strategy in order to create mass awareness & how product works. 50% (Appx.) of Indian food (Vegetables & Fruits) products being contaminated & More than 98% (Appx) consumers (Including all class people) are cleaning vegetable & fruits by natural water in India, hence it is not easy task to change consumer mind for such product acceptance & this product is more influential towards women. So strategic plan & execution (BTL Strategy) must be accordingly where target audience (Women) can cover & get trust towards products. Otherwise concept will remain void & worthless.

Market Players: - Veg Wash + (http://vegwash.co.in/), Veg Fru wash (http://www.vegfruwash.com/), Good Home Vegetable & Fruit Wash and few more local players.

It’s become an easy to enrich brand but difficult & challengeable task is to make brand loyal & royal until consumer will not feel convenience. Initially, they may buy brand 1-2 or few more times but if they shall supposed to be getting rival or substitute brands with additional advanced features, definitely they shall  be going to try it & slowly churn into it.

Hence, brand strategy planning & execution must be towards “convenience” for consumers/customers because it will cover entire aspect like price, quality & brand. Just need to focus on “how can consumer feel convenience? Try to understand their psyche level during conversation, understand the market gap between consumers thinking level (Product which they desired) & product when they looking, observing & analyzing before buying.

Let’s see whether brand Veg Wash + can create hype in India market or not!

Customize = Convenience = Customers/Consumers

Flipkart.com : E-commerce Trend & Analysis

Recently, a big deal has done in Indian E-commerce Industry, Flipkart which is one of the leading online e-commerce brand in India has acquired Myntra.com fashion online retail brand. As both brands Flipkart & Myntra.com incorporated in India 2007.

Acquisition Journey by Flipkart.com:-

  Ø  WeRead in 2010 (Social book Discovery Tool).

  Ø  Mime360 (Digital Content Platform) and Chakpak.com (Bollywood News Site) in 2011.

  Ø  Letsbuy.com in 2012.

  Ø  Myntra.com (Fashion retail brand) in 2014.

E-commerce trend is growing in India and number of consumers are being increasing in online shopping due to Smartphone users as well as internet users are being increasing too simultaneously. Today total e-commerce market in India $2 billion appx and is expecting to whop over $20 billion by 2020.

Key highlights, survey & analysis of E-commerce in India (Fashion Category):-

             

From the overall analysis, I would like to carry on my concept & strategy on E-commerce is that must focus on strategy “Convince + Convenience” towards consumers/buyers. Because in India, consumer preference and psyche towards buying any product is very different. Though, today consumers are buying various product through online in specific category like books, computer & electronics items, apparel, movie ticket etc. and however, it becomes an essential to focus more on other categories where estimated sales ratio is not moving.

Consumers are not ready to buy in-spite of  they are well-aware with online buying system as well as availability of those branded products in better price which they want to buy.  Why? Because they are not feeling convenience & satisfaction level compared to offline buying.

You will find upright growth in categories like computer & accessories items, books, movie tickets because target audience know well about those items & having confident so, they will buy online easily & regular base. Whereas other categories like fashion, electronics items, eye care, healthcare, cosmetics, kitchen appliances etc. in which target audience know that branded items available online in better price however they are not ready to buy because of lack of convenience & buyers are not getting physically touch & feel of those products. Buyers have to take decision only on virtual & featured description base as it has given online.

However, marketers are consistently trying to cover market through online & increase consumers’ base. Now, Flipkart will expand it fashion portfolio along with Myntra.com & targeted to invest appx. 100 mn on fashion brands in order to lead in fashion category & rival Amazon.com which has launched in India since 11 months.

There will be two core strength of Flipkart & Myntra.com after acquisition:-

(1) Consumers satisfactory level is high by providing prompt doorstep services with offered brands & replacement guarantee as per policy.

(2) Myntra.com having extensive ranges of fashion brands

There is vast opportunity & untapped e-commerce market in India but the only significant role is to provide conveniency towards target audience. Once they feel it, easy to convince & they shall getting confidence during buying decision, as well consumers’ satisfactory level will become high automatically. 100+ e-commerce brands (sites) are available globally but success & leading only few out of them.

Today, Consumers are focus not only price, quality & brand but also desire convenience. Flipkart has vast opportunity in fashion category after acquiring Myntra.com but the only need to be focus on convenience strategy by offering innovative services. And, it can be threat for rivals Amazon.com, Snapdeal.com,         e-bay.com, jabong.com, yebhi.com etc.

Convince + Convenience = Success of E-commerce 

Sunfeast Farmlite by ITC

Brand Sunfeast from the house of ITC, has cultivated strong brand equity in biscuit industry as well as in consumers mind. Recently, it has extended portfolio in health premium segment and launched brand ‘Sunfeast Farmlite’ on 25^th April’14 at Bengaluru Airport. Sunfeast Farmlite is targeting health conscious people and it is available in two variants Oat & Almond and Oat & Raisin.

Brand launched with on ground promotional activity and distributed 1.50 lacs free sampling with simple message “Pick Me” at Bengaluru Airport. On –ground activity is one of the best strategy where you can connect direct end-users, brand reach level very high, generate strong awareness, get prompt review & feedback, brand recalling, and interact with end-users appropriately.

Being a premium brand, launching strategy has executed on right place where target audience are certainly available and formed farm sort of atmosphere which is related to brand essence & feel.

Bengaluru Airport - On ground Activity - Brand Launch

Brand Sunfeast Health Biscuits Portfolio:- Marie light, Milky Magic, Glucose & now Farmlite

Web:- http://sunfeastworld.com/farmlite.html

Today, health conscious segment is expanding and companies are launching variety of products in food & beverages category which is related to health conscious segment as brand extension. Companies are covering untapped market & develop new market by launching products in this segment whereas consumers too willingly ready & showing acceptance level up to some extent especially in India.

In India, within the 5 years many companies have been launched health conscious related brand in food, bakery & biscuits, snacks, beverages in order to change perception of consumers as well as fulfill consumers’ demand who are health conscious & suffering from disease like diabetes, cholesterol. The real situation in India is like “Consumers are buying products in food bakery, biscuits, snacks, beverages category but level of perception towards it very low or consumers are not consider as health benefit, they are buying and consider as just ‘Taste’. Even though brands like Kellogs, McDonald are being tried to change perception by launching products morning breakfast and McDonald have been launched morning breakfast menu in India though it has not been success as expected and acceptance level is there up to some extent but considering as healthy breakfast perception level is low.  

The same way in health biscuits category brands like Britania NutriChoice, Horlicks Nutribic, Mcvities Digestive, Parle Actifit Marie Digestive and few others are being targeted to health conscious consumers whereas Sunfeast Farmlite is targeting same but it is focused on premium/upper class segment. Moreover, price of Sunfeast Farmlite INR 50 of 150gm which is bit higher than rivals. Though, Britania NutriChoice having well brand image & value. However trying to cover & establish segment market.

Brand image, value and recognition can consider only when consumer perceived value towards it. Usually people are saying I like so n so biscuits/snacks etc. because overall good taste or like to eat with Tea/coffee etc. but only few or less people will saying that I like it because I am feeling good for my health or I can work much better etc. In India, when buyers asking about glucose biscuits, first name comes Parle-G. . Why? Because consumers having perceived value towards brand & feeling result of Parle-G glucose biscuits. Brand can become strong when consumer feel it and it value will increase automatically.

All health biscuits brands having an opportunity to build brand like consumers must feel & perceive value of brand. Let’s see how Sunfeast Farmlite will change consumer’s perception…

Product acceptance level + Consumer perception level high = Strong Brand Equity 

Lenskart.com : E-commerce Trend

E-commerce Trend - Today, all sort of Electronics items & accessories, Fashion items, Watch, Footwear, Healthcare & Herbal care, Jewellery, Bags, Perfume, Sunglasses, Books, Stationery, Home & Kitchen Appliance, Sports items and many more are “Available Online” across the globe. Now, Eyeglasses, contact lenses are also available online in wide range…

Lenskart.com (parent firm Valyoo Technologies) was founded in 2010 and forayed into eyewear market. Recently, it has been introduced TVC campaign which is being endorsed by bollywood star Mr. Purab Kohli and educate about lenskart.com along with highlighting price.

Television Commercial: - https://www.youtube.com/watch?v=qVvu6xRqSS4 (Launched a year ago)

https://www.youtube.com/watch?v=1SkcR5s7g9o

https://www.youtube.com/watch?v=Ks0EUm0kV5M

Total Eyecare market in India: - INR 21000 crore appx.

Lenskart is offering unique services where same can be USP/strength of Lenskart.com. Services like:-

(1) Get an appointment through online for Eye-check up at your doorstep

(2) Try before buy: - Select up to 5 frame and get it at your door step then you can decide final.

(3) Virtual Eyewear studio: - you can try frame on your face (Few rival companies are also providing this service)

(4) Replace old eyeglass and get new pair of eyeglass

(5) Invite & Refer to your friend about Lenskart & Earn INR 1000 on 1^st purchase of your friend

For more information: - http://www.lenskart.com/our-services.html

Competitors: - http://titan.co.in/eyewear, www.deals4opticals.com/, www.shopglasses.co.in/

www.gkboptical.com, www.snapdeal.com/products/lifestyle-frames? 

And many more can include. If you will analyze details of rivals, you will not find such unique services offering by Lenskart. For, Lenskart it must be significant to fulfill services satisfactorily in order to build brand equity because ‘Service’ is itself brand image of Lenskart. Consumer can identify brand only because of satisfied services.

Another good strategy is that Lenskart has also been incorporated corporate consumer’s testimonial where consumers are belongs to top management level and they have given their review in order to get trust. http://www.lenskart.com/ (You will find review at bottom of home page)

In E-commerce, overall I did analyzed that most substantial & challengeable part is to “Convince and Convenience”. It is not easy to ‘convince’ consumers through online, therefore companies are offering various services as well as input trustworthiness elements apart from price & quality and trying to convince by eradicating risk factor. Whereas today consumers are looking for abundant ‘convenience’ apart of brand, quality & price. And, majorly consumers are buying likely (age group 18 to 35 years) various products through online. Today, E-commerce trend is growing because “Convince & Convenience” are being balanced.

Convince + Convenience = E-Commerce!

No Gas, Only Deo by Fogg...Now Envy1000

In Deodorant industry, brand Fogg from Vini Cosmetic has been over take of Axe from HUL which was pioneered brand in India since launched in 1999. In December 2013, Fogg has become new market leader with 13% market share in India. Fogg brand has been introduced in 2011 with clutter breaking concept "No Gas, only perfume” and bran has taken position in the consumer mind.

The study and research behind the concept is “to identify market gap and understand consumer psyche”, and Fogg has done the same which is being offered to consumers “Value for money”. Fogg has become leader merely in 2 years without any celebrity endorsement.

Originally, Deo is functioning to keep body refresh & gives long-lasting effect but in India major brands are being delivered message more on ‘Sex appeal & attraction’ than deo by showing vary television commercial campaign. However, consumers are deliberating well that why they are buying deo. If brands like Fogg are emphasizing more on deo & its unique features, then it may get own brand identity & brand equity. Fogg has found this market gap and forayed strategically, that’s why become market leader in 2 years with unique brand position & identity in consumers mind.

Total Deo market in India: - INR 1500 Crore + and according to market estimate that it will be reaching almost double i.e. INR 3000 Crore by 2017.

Deo Major Market Players in India (For Men & Women):- Fogg, Axe, Dove, Rexona, Wild Stone, Set wet, Nivea, Spinz, Eva, Fa, Park Avenue, Yardly, Engage, Layers, Envy 1000 and many others local brand too.

Brand Envy 1000 from Vanesa care which has been introduced with same concept like Fogg “No Gas, only Deo” and it’s been introduced with movie ‘Fukre’ in June ’13, though brand has not been abundant highlighted in the market. But, now again brand Envy1000 rolled out with new TVC campaign “No Hawabazi, Sirf Deo i.e. No Gas, only Deo” which is being endorsing Bollywood actor Mr. Irfan Khan.

Television Commercial Envy1000:- http://www.youtube.com/watch?v=KYeLMcWftUw

Poor campaign that brand is highlighting ‘sex appeal, attraction along with message ‘No Gas, only Deo’  ...Confused!!! TV commercial concept has been taken similar to Axe brand where Angel (Girl) falling down from the sky through deo fragrance (Attraction), the same concept has been implied by Envy1000 that suddenly girl falling down when brand endorser Mr. Irfan spraying deo.

Television Commercial of Axe (Same concept taken by Envy1000):- http://www.youtube.com/watch?v=WRnBHHcdHJQ

Why is it become an essential to take concept similar from the competitive brand? It can never build brand image in market by implying similar features & concept. The result goes to brand dilution instead of brand building.

To sustain in the market or to launch new brand in any market, it must an essential study & research of to identify market gap, understand consumer psyche, perception and behavior. Otherwise, rivals will lead your brand like Fogg is leading over to Axe.