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.

1. By : Aditya Kothari
Adithya Saralaya
 Under the Guidance of Prof Venkatesh Ganapathy

2. INTRODUCTION
• Domino's Pizza - Launched in
Japan in 1985.
• First pizza delivery business
in Japan.

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.  But was it easy to make Japanese eat Pizzas?

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.  Market research – not a guarantee for success.
 Trial and error important
 Glocalisation – need of the hour.
 Adaptability to local cultures.

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. DOMINOS – LEVERAGING
TECHNOLOGY
• Use of mobile technology
• Created a smartphone application
• Delivery at any location
• GPS tracking
• MOTTO : ANYTIME, ANYWHERE
PIZZAS

10. SMARTPHONE APPLICATION DELIVERY
HAPPY MEALPIZZA TRACKER

11. 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