CASE STUDY : DOMINO’S PIZZA

IN JAPAN

Submitted to:Prof. Pragya Keshri

Submitted By: Anuja Sharma Pankaj Borse Soumya Samaiya

SOME AMAZING FACTS

Some Amazing Facts..

Founded in 1960, Domino's is the second-largest pizza chain in the United States and has nearly 9,000 corporate and franchised stores in 60 international markets and all 50 U.S. states. 

A revolution in school pizza! This line of delicious, nutritious pizzas created

specifically for schools is delivered hot and fresh from your local Domino’s Pizza store.  Domino’s Pizza Smart Slice is the nutritious food that kids will actually EAT and LOVE!

• March 2010, Domino’s Pizza opens its 9,000th store worldwide, with dual celebrations in New Delhi, India

• On November 10th,2010, they revealed on their official site, “It will be an hour job in December.  Please celebrate the 25th anniversary for Domino’s Pizza Japan, and let’s make Japan full of vigor.”

Domino’s World’s Fastest Pizza Maker Pali Grewal (right) hoists his trophy after posting a new world record in the championship round, making three large pizzas in just 39.17 seconds. >>>

CASE HIGHLIGHTS

Case Highlights• This case basically describes the success story

of Domino's Pizza in Japan.

• They did a proper market analysis with the

help of one consultant who concluded that

“Japan is not ready for Pizza delivery”.

• Y. Higa a Japanese businessman and Domino's

founder Tom Monaghan made a tie-up and

entered into the Japanese market.

• The first outlet was opened in Tokyo's in

• Azabu in 1985.

• The sales in 1988 was $43 million & by the

year 1989 the no. of outlets reached to 54.

• Higa wanted to stick with 30 min. delivery

promise which was the USP of Domino's

Pizza.

• But it was difficult since the city was very

crowded and to find any address was quite

difficult (Improper house numbers).

• Special 3 wheeler scooters were designed

to in overcome this problem.

• They adopted simple promotional

strategies to make Japanese people aware

of their product & services.

• Door hanging and direct mail ,including the

fancy menu were used for advertisement

rather than T.V. or Radio.

• From marketing point of view they used to

give 3% of sales of each store into

promotional fund.

SWOT ANALYSIS

• Brand Image of Domino’s Pizza

• Dominos operation system

• Diligent ,hard working and team oriented Employees

• Higa’s experience and education

•Increasing no of outlets & sales in a short span of time

•Royalty income was twice if compared to Britain•Promotion Strategies adopted

Strengths

Weakness

• No restaurant facilities• Small spaced outlets

Opportunities

• High population density

• High per capita income

• Substantial westernization in Japan

• Wide acceptance of delivery concept

• More working women

• New varieties can also be introduced

Threats

• High Real estate prices

• Traffic problem

• Infrastructure of the city

QUESTIONS & ANSWERS

1.Domino’s Marketing ProgramIn Japan

Market research Location selection (Azabu

district) Promotional programs Home delivery concept Delivery vehicle Distinctive uniform Attractive menu card Domino’s Product and operating method

2.Adaptation or Standardization

Reasons for standardization: It was internationally standardized

in terms of their uniform, menu, operating system & pizza ingredients such as Dough, Cheese and sauce because they wanted to show themselves as an established Multinational player and also to maintain their brand image in the Japanese market.

3.Factors contributed to Domino’s success in Japan

Strong determination of Mr. Higa and Tom Monaghan

Market IdentificationRight selection of the location(Azabu district)Standardized approach world wideGuidance of experienced veterans.Brand nameDiligent, hardworking and team oriented

employees

Thank you