Domino's Buying Behaviour

 

One of the biggest advantages for any business would be expansion. Keeping the business to just the home market would lead to limitations but expansion of business would help in increased profit and the market share. When the company enters into the international markets it should be flexible and should easily adapt to the changes which is prevailing in that country. Domino’s Pizza, Inc is an American pizza restaurant and is operating in multiple countries. Now we can see that it has the second largest market share in India after United states. In India it started business in the year from 1996. In 2012, Domino’s pizza was lagging behind McDonald’s India but now it enjoys more than 16% market share. It was able to succeed in India because it was able study the Indian market and the behavior of the Indian consumers. When we talk about the Indian culture there is a huge debate going on between the vegetarian and the non -vegetarian. In many parts of India, the people prefer veg also according to the cultural values and beliefs. Dominos came up with a new concept of two separate kitchen for veg as well as non veg, and adapting to the Indian consumer’s taste and preferences the Domino’s pizza came up with a strategy of product improvement. They made the pizzas soft and tasty with more and more toppings, adding more cheese and heavier tomato sauce. They believed in driving sustainable and profitable growth. They customized the flavors of the pizza as per the needs of the Indian consumers. The pricing strategy was also kept in such a way keeping all the class of the people in the mind. They adapted to the Indian market with a polycentric approach to emerge this as a local brand. Their marketing mix depends on the geographical location and the culture associated with it. They have also maintained the standardized approach for their brand identity. The promotion is also done in such a way that they touched the sentiments of the Indian people. In this way the Domino’s pizza adapted to the changes in the Indian market and is emerging in one of the biggest player in the restaurant chains and it is still growing successfully.