1. International Marketing strategy

2. International marketing strategy of

16. Marketing Strategies

17. Menu

18. History
In 1960, Tom Monaghan, along with his brother James, bought “Dominick's” Pizza in Ypsilanti, Michigan, for $500, which he borrowed and with a down payment of $75.
The next year, Tom traded his brother a Volkswagen Beetle for his half of the company share.
As sole owner of the company, Monaghan renamed the business Domino's Pizza, Inc. in 1965.
In 1967, the first Domino's Pizza franchise store opened in Ypsilanti.
Bankruptcy would have been easier but it wasn’t in my vocabulary.
-Tom Monaghan, Founder of Domino’s

19. Conti…
On May 12, 1983, Domino's opened its first international store, in Winnipeg, Canada.
In 1998, after 38 years of ownership, Domino's Pizza founder Tom Monaghan announced his retirement and sold 93 percent of the company to Bain Capital Inc. for about $1 billion.
Domino’s
Headquarter

20. Franchise Chain Domino’s Pizza Inc. (the brand owner)
Domino’s Pizza Group Ltd
(master franchise)
Domino’s UK & IRL Plc.
Jubilant Food Works Ltd
(Previously
Domino’s Pizza India Ltd)
Domino's Pizza Enterprises
Australia
South Korea
New Zealand
France
Belgium
Netherlands
Principality of Monaco
India
Nepal
Sri Lanka
Bangladesh

21. Domino’s in India
Prior to Sep 24, 2009, the company was known as Domino’s Pizza India Limited
Jubilant Food Works Limited holds the Master Franchisee Rights thereafter
First store in India in January 1996, at New Delhi
30th Sep, 2011

22. Vision " Exceptional people on a mission
to be the best pizza delivery company
in the world "

23. Mission
Khushiyon Ki
Home Delivery

24. Logo
From inception, Domino’s logo contained three dots which was Tom Monaghan’s original vision.
Their sights were firmly set on
Building a dynasty of three locations
Monopolizing pizza delivery
Develop a triangulation delivery strategy in a small concentrated area.

25. Products Offered
Pizzas
Sandwiches
Chicken wings
Pasta
Desserts

26. Domino’s Ahmadabad Menu

27. “Competition forces change the Market Followers”
Marketing Strategies
Market follower strategy (initially)
Product, one of the four Ps of the marketing mix, is an area where the market leader continues to influence Domino’s.
“Competition forces change the Market Followers”
First change to the product offering after three decades
In 1989, introduced a deep-dish pizza.
New Product to the menu- An answer to a competing products
After that Continuous Marketing focus on PRODUCT UPGRADES

28. Four Cs vs. Four Ps of Marketing Mix
Most companies concentrate on
the four Ps that are the cornerstone of many marketing strategies
Domino’s Pizza has leveraged
the four Cs or Consumer’s Viewpoint
in every new product and promotion.
Customer
Solution
Cost
Convenience
Communication
Four Cs
Product
Price
Place
Promotion
Four Ps

29. Innovative Marketing Move
Started in 1973
Later reduced to $3 off in the mid 1980s
In 1992, Indiana woman was killed by a Domino's delivery driver, her family sued the company and Domino’s paid the family $2.8 million
In another 1993 lawsuit, a woman who was injured when a Domino's delivery driver ran a red light and collided with her vehicle, the woman was awarded $15 million
The guarantee was dropped that same year but In India, guarantee continued.

30. Service Innovation Tracker Coupons
Although not the market leader in world, Domino’s Pizza is recognized as the leader of innovation.
-Doyle, CEO of Domino’s

31. Promotion Medium “Hard work, Persistence, and
thinking outside the pizza box
have been Domino’s formula for success”
Television
Internet (Social Networks)
Games
Sponsorships
Charity

34. Tell-Us-What-You-Think Marketing Strategy
The brave souls at Domino’s are posting a stream of online order comments about the company on a massive billboard in New York City’s Time Square.

35. Avoid the Noid Game
A computer game was released in called Avoid the Noid.
Object: To deliver a pizza within a half-hour time limit
On May 4, 2011, the 25th Birthday of the Noid is celebrated with a video game "The Noid's Super Pizza Shootout“ honor to "Avoid the Noid”

36. Domino's sponsored CART's Doug Shierson Racing and the team won the 1990 Indianapolis 500.
In 2003, become the "Official Pizza of NASCAR( a racing event)”
Sponsored Michael Waltrip Racing during the season in the NASCAR Sprint Cup Series.
Briefly seen in the 1990 film Teenage Mutant Ninja Turtles.
From 1998 to 2008 the company provided funding for the American cartoon sitcom "The Simpsons”.

37. In 2001, a two-year national partnership with the Make-A-Wish Foundation of America.
Distributed more than 12,000 pizzas to relief workers following the September 11 attacks on the World Trade Center and The Pentagon.
Donated $350,000 to the American Red Cross' disaster relief effort.
Domino's began its current partnership with St. Jude Children's Research Hospital, participating in the hospital's "Thanks and Giving" campaign since it began in 2004, raising more than $1.3 million in 2006.

38. Ordering ways
Telephone
Order online
Mobile & Tablet App

39. Telephone
HAPPINESS HELPLINE

40. Online Ordering represents a significant portion of Domino’s sales

41. Sales from apps are approaching $140 million per year, or about 5 percent of Domino’s top line

42. Market Share in India Others Domino’s Others Domino’s 35% 65% 50% 50%
Overall organized Pizza Market
Home delivery segment

43. SWOT Analysis Strengths Weaknesses Threats Opportunities
> Worldwide presence
> Leader in pizza delivery industry
> Strong brand image
> Strong network with its
franchisees
Weaknesses
> Experienced a decline in their
store sales
Opportunities
> Growth opportunities in India
and China
> Services on mobile devices
Threats
> Competition of the pizza delivery
industry
> Increase in health awareness
> Increase of labor and food prices
SWOT
Analysis

44.  

45. International marketing strategy of

46. Brand Leadership Product Leadership Customer Leadership
PAST
(Fast Follower)
NOW & BEYOND
(Industry Shaper)
Good/reliable brand
Disparate identity
Technology-centric
Similar benefits with competitors
Discrepancy in price status
Optional relationship without continuity
Premium brand
Consistent identity
Strong emotional bonding
Products meeting latent consumer needs
Value-added, first-to- market launch
Long-term customer centric partnership
Brand
Leadership
Product
Leadership
Customer
Leadership

47. Global Marketing Strategies
Build Most Preferred and Loved Brand
Introduce “First-to-Market” Products Reflecting Consumers’ Unmet Needs
Strengthen Partnerships by In-Depth Understanding of Customers & Channels
Advance Marketing Expertise and Investment Effectiveness