Prepared by:MEDHA VERMA

Marketing

Strategies

Menu

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’sHeadquar

ter

Franchise ChainDomino’s Pizza Inc.(the brand owner)

Domino’s UK & IRL Plc.

Domino’s Pizza Group Ltd(master franchise)

Domino's Pizza Enterprises

AustraliaSouth KoreaNew ZealandFranceBelgiumNetherlandsPrincipality of Monaco

Jubilant Food Works Ltd (Previously

Domino’s Pizza India Ltd)

IndiaNepalSri LankaBangladesh

Domino’s in India

Prior to Sep 24, 2009, the company was known as Domino’s Pizza India LimitedJubilant Food Works Limited holds the Master Franchisee Rights thereafterFirst store in India in January 1996, at New Delhi

30th Sep, 2011

Vision

" Exceptional people on a mission

to be the best pizza delivery company

in the world "

Mission

Khushiyon KiHome

Delivery

LogoFrom inception,

Domino’s logo contained three dots which was Tom Monaghan’s original vision.

• Their sights were firmly set on

1. Building a dynasty of three locations

2. Monopolizing pizza delivery

3. Develop a triangulation delivery strategy in a small concentrated area.

Products Offered

Pizzas

Sandwiches

Pasta Desserts

Chicken wings

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 decadesIn 1989, introduced a deep-dish pizza.New Product to the menu- An answer to a competing productsAfter that Continuous Marketing focus on PRODUCT UPGRADES

Four Cs vs. Four Psof Marketing Mix

CustomerSolution

CostCommunication

Four Cs

Product

Place

Four Ps

Domino’s Pizza has leveragedthe four Cs or Consumer’s Viewpointin every new product and promotion.

Most companies concentrate onthe four Ps that are the

cornerstone of many marketing strategies

Innovative Marketing Move

Started in 1973Later reduced to $3 off in the mid 1980sIn 1992, Indiana woman was killed by a Domino's delivery driver, her family sued the company and Domino’s paid the family $2.8 millionIn 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 millionThe guarantee was dropped that same yearBut in India, guarantee continued.

Service Innovation

Coupons

Although not the market leader in world, Domino’s Pizza is recognized as the leader of innovation.

-Doyle, CEO of Domino’s

Tracker

Promotion Medium

TelevisionInternet (Social Networks)GamesSponsorshipsCharity

“Hard work,Persistence,

and thinking

outside the pizza boxhave been Domino’s

formula for success”

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.

Tell-Us-What-You-Think Marketing Strategy

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 25th 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

TelephoneOrder onlineMobile & Tablet App

Telephone

HAPPINESS HELPLINE

68886888

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

Overall organized Pizza Market

50%50%

Domino’sOthers

Home delivery segment

65%35%

Domino’sOthers

Strengths> 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

SWOTAnalysis