By : Aditya Kothari Adithya Saralaya

Under the Guidance of Prof Venkatesh Ganapathy

INTRODUCTION

•Domino's Pizza - Launched in

Japan in 1985.

•First pizza delivery business

in Japan.

• 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.

But was it easy to make Japanese eat Pizzas?

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

Market research – not a guarantee for success.

Trial and error important

Glocalisation – need of the hour.

Adaptability to local cultures.

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

DOMINOS – LEVERAGING TECHNOLOGY

• Use of mobile technology

• Created a smartphone application

• Delivery at any location

• GPS tracking

• MOTTO : ANYTIME, ANYWHERE

PIZZAS

SMARTPHONE APPLICATION DELIVERY

HAPPY MEALPIZZA TRACKER

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