Marketing Dominos Pizza

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  • Topic: Pizza delivery, Domino's Pizza, Tom Monaghan
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  • Published : September 21, 2011
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MARKETING STRATEGY OF DOMINOS PIZZA
SUBMITTED BY HEMANTA DAS ROLL- F-028 SUBMITTED TO PROF. AJAY PANDIT

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COMPANY PROFILE
DOMINO’S PIZZA Domino's Pizza is an international fast food pizza delivery corporation. It was founded by Tom Monaghan. There are currently about 8,500 corporate and franchised stores in 55 countries, including all 50 US states. It was the second-largest pizza chain behind Pizza Hut in the United States. In 1967, the first Domino's Pizza franchise store opened in Ypsilanti. Domino’s continued to grow and in 1978 opened its 200th store. On May 13, 1983, Domino's opened its first international store, in Winnipeg, Canada. That same year, Domino's opened its 1,000th store overall, and by 1995 Domino's had 1,000 international locations. In 1998, after 38 years of ownership, Domino's Pizza founder Tom Monaghan announced his retirement and sold 93 percent of the company to Bain Capital, Inc. for about $1 billion and ceased being involved in day-to-day operations of the company. A year later, the company named David A. Brandon Chairman and Chief Executive Officer. Involved in day-to-day operations of the company. A year later, the company named David A. Brandon Chairman and Chief Executive Officer. In a simultaneous celebration in 2006, Domino's opened its 5,000th U.S. store in Huntley, Illinois and its 3,000th international store in Panama City, making 8,000 total stores for the system. Also that the Domino's Pizza store in Tallaght, Dublin, Ireland, became the first in Domino's history to hit a turnover of $3 million (€2.35 million) per year. As of September 2006, it has 8,238 stores which totaled US$1.4 billion in gross income. In 2007, Domino's introduced its Veterans and Delivering the Dream franchising programs and also rolled out its online and mobile ordering sites. In 2001 the company's stores in New York City and Washington D.C. provided more than 12,000 pizzas to relief workers following the September 11 attacks on the World Trade Center and The Pentagon. Through a matching funds program, the corporation donated $350,000 to the American Red Cross' disaster relief effort.Leading industry publication Pizza Today magazine named Domino’s Pizza "Chain of the Year" in 2003.

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DOMINOS

TIMELINE

1960 Tom Monaghan and his brother James purchase "Dominick’s," a pizza store in Ypsilanti, Michigan. Monaghan borrowed $500 to buy the store. 1961 James trades his half of the business to Tom for a Volkswagen Beetle. 1965 Tom Monaghan is sole owner of company, and renames the business "Domino's Pizza, Inc." 1967 The first Domino's Pizza franchise store opens in Ypsilanti, Michigan. 1968 Company headquarters and commissary are destroyed by fire. First Domino's store outside of Michigan opens in Burlington, Vermont. 1975 Amstar Corp., maker of Domino Sugar, institutes a trademark infringement lawsuit against Domino's Pizza. In 1980, Federal court rules Domino's Pizza did not infringe on the Domino Sugar trademark. 1983 Domino's first international store opens in Winnipeg, Canada. The 1000th Domino's 3

store

opens. The first Domino's store opens on the Australian continent, in Queens land, Australia. 1990 Domino's Pizza signs its 1,000th franchise. 1992 Domino's rolls out Breadsticks, the company's first national non-pizza menu item.

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MARKETING STRATEGY

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ORGANIZATIONAL STRUCTURE :
Marketing – This department makes sure that it stay ahead of the game by understanding What customers want and publicising its brand through innovative advertising, direct mail, e-commerce and PR.Marketing is also closely involved in the development and launch of new products and technology that makes Domino’s stand out from the competition!

Marketing – This department makes sure that it stay ahead of the game by understanding What customers want and publicising its brand through innovative advertising, direct mail, e-commerce and PR.Marketing is also closely involved in the development and launch...
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