The Indian Institute of Management Kozhikode (IIMK) played host to Mr. Ajay Kaul who addressed the students as a part of the ‘Leadership Talk Series’ and especially addressed the topic of "Building a High Performance Organization - Decoding the DNA ". This session was organised by the Industry Interaction Cell of IIM Kozhikode, which spearheads the student’s relations with the industry.
Mr. Kaul, CEO, Jubilant Food Works Ltd. (Master Franchisee
for Dominos' Pizza and Dunkin' Donuts), had a highly interactive session with
the students of IIM Kozhikode. As a leader in a highly competitive industry,
Mr. Kaul had very interesting insights to share on the food retailing industry
where Dominos’ currently tops the Organized Pizza Delivery segment with a gaint
market share of 70%. He discussed the unique brand positioning of Dominos’ as a
delivery based brand as opposed to the dine-in path choosen by competitors. He
pointed out the specific issues that plague a time bound segment such as pizza
delivery and shared the Dominos’ methods that were used to successfully
overcome the same.
While throwing light on the journey of Dominos’ from “Hungry Kya” to “khushiyon ki Home
Delivery” he laid emphasis on often overlooked factors such as the delivery
boy who is the real face of the brand to the customer. Elaborating on the role
played by the delivery boys he impressed the importance of human resource
management at Dominos’ which sees even its ex-employees returning during peak
days to help in delivery, thus is their bonding with the brand he said. He also shared some of the earlier ad campaigns of Dominos’ to drive
home the importance of occupying consumer mind space and the communication of
brand image. Mr. Kaul also shared his insights into Building a High Performance Organization from his professional
experiences. Under him, Dominos has grown leaps and bounds.
Answering students’
questions, Mr.Kaul, insisted that Indian mentality towards delivered food has
come a long way, but is yet to grow in leaps and bounds. The event which was an
enriching experience for the students closed with some words of graditude and
appreciation from, Professor Joffy
Thomas, Faculty, Marketing Management, IIM Kozhikode.