Dominos Online Case Analysis

1701 WordsMar 1, 20127 Pages
3/1/2012 JU-CMS CASE ANALYSIS ASSIGNMENT 1 AND METHODOLOGY – Assignment - 1 | Ashish Solanki Case Analysis and Methodology – Assignment 1 DOMINOS PIZZA Domino's Pizza, Inc. is an international pizza delivery corporation headquartered in Michigan, United States of America. It was founded in 1960, Domino's is the second-largest pizza chain in the United States and has over 9,000 corporate and franchised stores in 60 countries. Jubilant FoodWorks Limited, a Jubilant Bhartia Group Company holds the Master Franchisee Rights for Domino’s Pizza for India. The company runs 378 Domino's Pizza outlets in 90 cities of India and expects to open 80 more in 2010-11. It currently operates no outlets in Sri Lanka, Bangladesh and…show more content…
With this Domino’s now has a hot and a cold dessert in its menu. D. What is their Brand Positioning? Domino’s Pizza has shaped their marketing strategy into a juggernaut that has enjoyed nearly half a century of success. Dominos advertisements basically emphasize only 2 outstanding advantages of Domino's Pizza. First, the ads tells us that Domino promises that every pizza delivered will be fresh because they do not start making pizza until customers call to order ("our hands do not move until you tell them to"). It is a great product attribute since not every other competitor has so many local stores to secure the high quality of every pizza as Domino, of which there are 9000 stores around the world. Second, the ads promise a desirable benefit: delivery in 30 minutes. It is not a product attribute but a service associated to its products. By this better positioning, the brand, Domino's Pizza, is associated with quick delivery beside high quality in customers' minds. Calling delicious pizza without going out of 5 Case Analysis and Methodology – Assignment 1 home and enjoying pizza within 30 minutes is really the product and service customers are seeking for. Domino positions its brand very successful in customers' minds. Domino’s strengths include their ability to remain unscathed, although influenced, by their competition. Moreover, their visionary approach to creating a better
Open Document