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Dominos pizza in japan

This presentation talks about how Dominos launched Pizza, tasted failure and then made a massive improvement via a polycentric strategy to capture the market. The success of Dominos proves the adage that - success is all about being there at the right place at the right time.

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Dominos pizza in japan

  1. 1. By : Aditya Kothari Adithya Saralaya  Under the Guidance of Prof Venkatesh Ganapathy
  2. 2. INTRODUCTION • Domino's Pizza - Launched in Japan in 1985. • First pizza delivery business in Japan.
  3. 3. • Evolution of Japanese youth - influence of westernisation. • Demographic and socio-economic changes. • More Japanese women entering the work force – preference for ready-to-eat foods.
  4. 4.  But was it easy to make Japanese eat Pizzas?
  5. 5. PROBLEMS FACED BY DOMINOS • Need to deliver pizzas in hot conditions • Japanese streets – narrow, crowded • Impossible to locate houses sans any landmark. • Japanese fetish for rice
  6. 6.  Market research – not a guarantee for success.  Trial and error important  Glocalisation – need of the hour.  Adaptability to local cultures.
  7. 7.  Incorporated rice and other sea-weeds in the Pizza Menu  Gave consumers choice – American style Pizzas / Japanese style Pizzas  Introduced smaller size pizzas to make them more affordable  Delivery boys trained to read local maps  Introduction of a three-wheeler with provision for fixing a hot box
  8. 8. DOMINOS – LEVERAGING TECHNOLOGY • Use of mobile technology • Created a smartphone application • Delivery at any location • GPS tracking • MOTTO : ANYTIME, ANYWHERE PIZZAS
  9. 9. SMARTPHONE APPLICATION DELIVERY HAPPY MEALPIZZA TRACKER
  10. 10. OUTCOME OF DOMINOS STRATEGIES • Sales of over US $2 million • Domino’s application - most downloaded • Large amount of interest across twitter and blogs • Application helped people to wanting to enjoy snack in open air • Effectively created a fast food market in Japan

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