Domino’s Marketing Move: A modest ₹1.35 oregano sachet has become a marketing case study, and Domino’s India has achieved something remarkable in a world where marketing costs reach the crores for primetime television slots, high-budget influencer reels, and LED billboards.

It may seem like an afterthought to include this little packet of flavor in every pizza box. However, it isn’t. It’s perhaps Domino’s best marketing tactic, and it’s right in front of you.

Marketing Strategy:
This is how it operates. You get a couple of extra oregano sachets with every Domino’s order. You may use one or two. The remainder wind up in your spice rack, refrigerator shelf, or kitchen drawer. However, they are not overlooked.

Those green-and-white sachets flash a silent reminder every time you open that drawer or look in the refrigerator: “Pizza?” Top-of-mind awareness is a psychological phenomenon that companies invest millions of dollars to cultivate. Domino’s, however, has compromised it to steal money.

A brand consultant said, “It’s an excellent ambient marketing strategy.” “In contrast to advertisements that require active consumption, this sachet simply sits in your kitchen, subtly satisfying your cravings.”

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Successful Strategy:

The sachet’s influence extends beyond its appearance. A strong blend of dried garlic and Italian herbs is released as soon as it is torn open, reminding you of your most recent cheese treat. That odor? It’s memory, not just taste.

And the Domino’s app is frequently the direct result of that recollection. One of the internet user said, “Just to use up those leftover sachets, I’ve placed another order.” Marketers are reconsidering what constitutes a successful campaign in light of the oregano sachet strategy. Spending and scale aren’t the only factors. Sometimes it comes down to psychology and strategy.

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