Multiple-dimension Strategy
Case 1: Dominos Pizza Asia and India
It is solely through marketing that a company comes into contact with its target audience. Domino’s Pizza started in 1960 at Ypsilanti, northern side of the U.S. In 1978, the business opened 200 pizza stores, and the same morale resulted in 5000 Domino’s Pizza outlets around the globe (Subhan, 2014). It is the biggest name in pizza deliveries and the world of fast food. While Domino’s Pizza also increased its localization, items on the menu also increased to include chicken wings, sandwiches, and penne pasta, to say the least.
In September 1997, Domino’s Pizza founder opened a branch in Malaysia, assuring quality delivery and food. By the end of April 2014, there were close to 111 stores in Malaysia. The business’ vice president held on to the notion that Malaysia was among the top five fastest-growing areas; hence, good exposure for the company. In 1996, New Delhi became Domino’s Pizza’s first India outlet. After the U.S and U.K, India was the business’ third-largest market (Subhan, 2014).
Focusing on the 4Ps of the marketing mix, Domino’s Pizza global adaptation in Malaysia was different in India as follows:
Product: In Malaysia, due to cultural preference, no pork was used, only halal ingredients. There were also names introduced to capture the local interest, such as Sambal Turf and Surf (Subhan, 2014). In India, all ingredients were used except for pork and beef. India is known for its spicy taste preferences; hence, the spicy Paneer.
Price: The prices in Malaysia were standard all over the country. However, in India, prices varied with localities utilizing the pricing strategy of “barbell” for customer attraction (Subhan, 2014).
Place: Malaysia Domino’s Pizza stores are located in densely populated areas and big cities. In India, however, Domino’s Pizza is preferred in universities and offices, where there is high customer convenience (Subhan, 2014).
Promotion: Discounted coupons are utilized in both areas to attract customers. Social media platforms also work in both places to attract new customers and keep the ones they have.
Domino’s Pizza uses different global adaptation strategies to ensure they increase its international market and outreach. International franchising requires the localization strategy to deal with cultural and religious issues. ..