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Debdatta Das

New Delhi , Nov. 23

Domino's Pizza India Ltd, a pizza delivery company, said that it had embarked upon an aggressive expansion plan to strengthen its presence in the domestic market, with an investment of Rs 50 crore for 2007-08.

"We plan to spend a total of Rs 50 crore in the year 2007-08 to capture 45 per cent of the Rs 500-crore domestic pizza market," said Mr Dev Amritesh, Chief of Marketing, Domino's Pizza India Ltd. The company currently owns 35 per cent market share and plans to capture 40 per cent share by March 2007, he added.

Mr Amritesh said that while the organised pizza market in the country was growing at 30 per cent on a year-on-year basis, Domino's India's current growth rate was almost 50 per cent and it's same store (those excluding the ones launched in 2006-07) growth rate was 30 per cent per year. "We plan to gain a dominant position in the market by maintaining our growth rates," he said.

The company currently has 125 outlets in the country and plans to reach the 140 outlets mark by March 2007. It also plans to add another 40-50 stores in 2007-08, besides shifting its main manufacturing unit to a new complex in the Delhi NCR region. "Currently a million pizzas are consumed every month, and we see a potential of it being hiked to about 10 million pizzas consumed per month in the next 5 years," he added.

Brand ambassador

The company also recently appointed Bollywood star Arshad Warsi as its new brand ambassador, in keeping with its plans to reach out to its target audience between the age group of 25-35 years. Its first advertisement featuring Warsi is going on air from November 24, that will announce its new product, the Cheese Burst Pizza, that has a marketing spend of around Rs 6 crore.

Domino's India ideally launches around three to four new products every year, and it spends around Rs 20 crore annually in advertising its various promotional schemes and new launches.

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