Trading up and trading down:

 Dynamix has brought immense benefits to farmers in Baramati, Maharashtra by setting up a network of milk collection centres equipped with bulk coolers. Easy accessibility has enabled farmers augment their income by finding a new market for surplus milk

Product strategies:

In order to achieve the desired rate of profits and growth, a firm has to continuously adjust its products and product mix to the changing needs and targets of the market.

This matching of products to the requirements of competition and buyers is known as product strategy.

Some of the important product strategies, which firms adopt, are as follows:

1) Limited Line Strategy:

This refers to the offering of one product or a small number of products to cater specific market. The main benefit of this strategy is low cost of operations. However, it cannot meet the requirements of different types of customers in different markets.

2) Full Line Strategy:

This ids also known as broad line strategy, it implies the offering of a large number of products to meet the requirements of different customers in different markets.

3) Trading up and trading down:

These are alternate or opposite strategies for expanding the product mix.

Trading up implies addition of some higher priced products to the existing product line of lowered priced products for improving the sales of old products.

Trading down refers to the addition of lower-priced products to the existing higher priced product to boost total sales.

Price Mix

Price and Pricing strategies:

Price is the key element of marketing mix because it relates directly to the generation of total revenue. The term pricing policy refers to a systematic approach to pricing of different products in different markets to evolve an appropriate pattern of prices in the long run. It is the plan defining the initial price range and the planned price movements through time that the firm will use to achieve its marketing objectives. Pricing policy includes not only the determination of base prices but also the terms and conditions of sale.

Company Pricing policies:

The price must be consistent with company pricing policies. Many companies set up a pricing department to develop policies and establish or approve decisions. The aim is to

ensure that the salespeople quote prices that are reasonable to customers and profitable to the company.

Now a days most companies follows buyer based pricing. They are basing their prices on the product‘s perceived value. They see buyers‘ perception of value, not the seller‘s cost, as the key to pricing.The company using perceived-value pricing must establish the value in the buyers‘ mind concerning different competitive offers.

Dominos began with skimming prices, i.e. setting a very high price for a new product initially and to reduce the price gradually as competitors enter the market.

The initial high price serves to skim the cream of the market, that is , relatively insensitive to price. This approach to pricing is, in effect, an experimental search for the right price and it

may result in a market-determined price. This method starts with a high price and moves the price downward by steps until the right price is reached.

Initially Dominos charged high price than what is being charged now. But now it introduces new schemes for value of money.

Place Mix (Distribution)

This element of marketing mix involves a choice of the place where the products are to be displayed and made available to the customers. It is concerned with decisions relating to the wholesale and retail outlets or channels of distribution. The objective of selecting and managing trade channels is to provide the products to the right customer at the right time and place on a continuing basis.

Dominos distribution centres are wide, located in every area of India.

Dominos has Dine-in restaurant, Drive-Thru..

Dominos has 122 restaurants in India of which 72 are in north & east India and 50 in west &

south India.

72 restaurants in North & East India: with

 32 in Delhi

 20 in Uttar Pradesh – Noida (4), Ghaziabad (4), Mathura (1) (Highway and Drive Thru), Kanpur (2), Meerut (1), Lucknow (4), Agra (1), Allahabad (1), Varanasi (2)

 10 in Haryana - Faridabad (3), Manesar (1) (Highway and Drive - Thru), Gurgaon (4), Karnal (1) (Highway and Drive - Thru), Panipat (1)

 5 in Punjab - Chandigarh (1), Ludhiana (1), Doraha (1) (Highway and Drive - Thru), Jalandhar (1), Patarsi (1) (Highway and Drive - Thru)

 2 in Rajasthan - Jaipur (2)

 1 in Uttaranchal - Dehradun (1)

 1 in West Bengal – Kolkata (1) 50 restaurants in West & South India:

 30 in Maharashtra – Mumbai (22), Pune (7), Nasik (1)

 7 in Gujarat – Ahmedabad (4), Vadodara (2), Surat (1)

 6 in Karnataka – Bangalore(6)

 4 in Andhra Pradesh – Hyderabad (4)

 3 in Madhya Pradesh – Indore (3)

For the Big Mac, the current calendar year will be the biggest in terms of restaurant openings, and by year-end, 16 new restaurants would be in place, informs Vikram Bakshi, Managing Director, dominosIndia.

The new outlets will be a combination of highway restaurants, outlets at railway stations, at shopping malls and cineplexes, besides at residential areas with significant footfalls. India recently won the tender for setting up an outlet each at railway stations in Mumbai and operating shortly. The chain's other three highway restaurants are located on the Delhi-Agra highway, the Delhi-Ludhiana highway and the Mumbai-Pune highway.

Promotion Mix

Promotion is a process of communication with the potential buyers involving information, persuasion and influence. It includes all types of personal or impersonal communication with customers and intermediaries.

Promotion mix refers to the combination o various promotional tools usd by a business firm to create, maintain and increase demand. It involves an appropriate integration of advertising, personal selling, sales promotion and publicity.

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