Pizza Wars

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG012 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges


Marketing Mix
Case Length : 8 Pages
Period : 1996-2001
Pub Date : 2002
Teaching Note : Available
Organization : Domino's Pizza Hut
Industry : Food, Beverages & Tobacco
Countries : India


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


Indian Fast Food Market, success factors in the Indian fast food market, marketing strategies of Domino's, Pizza Hut


  Page No.
Introduction 1
Background 2
Positioning Wars 2
Localizing The Menu 3
Pricing and Promotional Wars 3
Brand Building Through Advertising 4
Going Places (Literally) 5
Exhibits 7


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

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