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 Dominos Pizza, Inc. in 1965. In 1967, the first Dominos Pizza franchise store opened in Ypsilanti.Bankruptcy would have been easier but itwasn’t in my vocabulary. -Tom Monaghan, Founder of Domino’s
Conti… On May 12, 1983, Dominos opened its first international store, in Winnipeg, Canada. In 1998, after 38 years of ownership, Dominos Pizza founder Tom Monaghan announced his retirement and sold 93 percent of the company to Bain Capital Inc. for about $1 billion. Domino’sHeadquarte 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 Dominos Pizza Enterprises (Previously Domino’s Pizza India Ltd) Australia South India Korea Nepal New Sri Lanka Zealand Banglades France h Belgium Netherlands Principality
Domino’s in IndiaPrior to Sep 24, 30th Sep, 20112009, the companywas known asDomino’s Pizza IndiaLimitedJubilant Food WorksLimited holds theMaster FranchiseeRights thereafterFirst store in India inJanuary 1996, atNew Delhi
Vision" Exceptional people on a mission to be the best pizza delivery company in the world "
Logo From 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
Marketing StrategiesMarket follower strategy (initially)Product, one of the four Ps of the marketing mix, is anarea where the market leader continues to influenceDomino’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 competingproductsAfter that Continuous Marketing focus on PRODUCTUPGRADES
Four Cs vs. Four Ps of Marketing Mix Domino’s Pizza has leveraged Most companies concentrate onhe four Cs or Consumer’s Viewpoint the four Ps that are the cornerstone ofn every new product and promotion. many marketing strategies
Innovative Marketing Move Started in 1973 Later reduced to $3 off in the mid 1980s In 1992, Indiana woman was killed by a Dominos 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 Dominos 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 TrackerAlthough not the market leader in world, Domino’sPizza is recognized as the leader of innovation. -Doyle, CEO of Domino’s
Promotion Medium “Hard work,Television Persistence,Internet (Social Networks) andGames thinkingSponsorships outside theCharity pizza box have been Domino’s formula for success”
Tell-Us-What-You-Think Marketing Strategy The brave souls at Domino’s are postinga 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 25th Birthday of the Noid is celebrated with a video game "The Noids Super Pizza Shootout“ honor to "Avoid the Noid”
Dominos sponsored CARTs DougShierson Racing and the team won the1990 Indianapolis 500.In 2003, become the "Official Pizza ofNASCAR( a racing event)”Sponsored Michael Waltrip Racingduring the 2007 season in the NASCARSprint Cup Series.Briefly seen in the 1990 film TeenageMutant Ninja Turtles.From 1998 to 2008 the companyprovided funding for the Americancartoon sitcom "The Simpsons”.
In 2001, a two-year nationalpartnership with the Make-A-WishFoundation of America.Distributed more than 12,000 pizzasto relief workers following theSeptember 11 attacks on the WorldTrade Center and The Pentagon.Donated $350,000 to the AmericanRed Cross disaster relief effort.Dominos began its currentpartnership with St. Jude ChildrensResearch Hospital, participating inthe hospitals "Thanks and Giving"campaign since it began in 2004,raising more than $1.3 million in2006.
Online Orderingrepresents 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 IndiaOthers Domino’s Others Domino’s 35% 65% 50% 50%Overall organized Pizza Market Home delivery segment
Strengths Weaknesses> Worldwide presence > Experienced a decline in> Leader in pizza delivery theirindustry store sales> Strong brand image> Strong network with its franchisees SWOT Analysis Threats > Competition of the pizza deliveryOpportunities industry> Growth opportunities in India > Increase in health and China awareness> Services on mobile devices > Increase of labor and food prices