INTERNATIONAL MARKETING STRATEGY International marketing strategy of Marketing

INTERNATIONAL MARKETING STRATEGY

International marketing strategy of

Marketing Strategies

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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

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 Headquarte r

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) India Nepal Sri Lanka Banglades h Domino's Pizza Enterprises Australia South Korea New Zealand France Belgium Netherlands Principality of Monaco

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 30 th Sep, 2011

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

Mission Khushiyon Ki Home Delivery

Logo From inception, Domino’s logo contained three dots which was Tom Monaghan’s original vision. 1. 2. 3. 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.

Products Offered Pizzas Sandwiches Chicken wings Pasta Desserts

Domino’s Ahmadabad Menu

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

Four Cs vs. Four Ps of Marketing Mix Cost Solution Four Cs Convenience Communication Place Price Four Ps Pro mot ion Customer Most companies concentrate on the four Ps that are the cornerstone of many marketing strategies Prod uct Domino’s Pizza has leveraged he four Cs or Consumer’s Viewpoint n every new product and promotion.

Innovative Marketing Move Started in 1973 Later reduced to $3 off in the mid 1980 s 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.

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

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

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.

Avoid the Noid Game A computer game was released in 1989 called Avoid the Noid. Object: To deliver a pizza within a half-hour time limit On May 4, 2011, the 25 th Birthday of the Noid is celebrated with a video game "The Noid's Super Pizza Shootout“ honor to "Avoid the Noid”

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 2007 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”.

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.

Ordering ways Telephone Order online Mobile & Tablet App

Telephone HAPPINESS HELPLINE 6888

Online Ordering represents a significant portion of Domino’s sales

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

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

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

International marketing strategy of

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

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