Questions & Answers

In Japan, Dominos is marketing both a product and a service. Review Dominos Japanese marketing program in detail. For each item in the program, identify how it was standardized internationally or adapted to the Japanese Market.

Following are the Marketing Programs

1.Product 2.Price($7 to $23) 3. 30-minute delivery promise 4. Full-Color menu/ Fancy Menu 5.Door Hangings 6.Direct Mail

30-minute delivery promise

This idea was copied by Higa from U.S, since it was very popular in U.S. To keep up this promise company adopted special three-wheeled Honda Scooters as Japan is a crowded country and population density is much higher as compared to U.S. also lot of Traffic problems.

Three-Wheeled Honda Scooter

Full-Color menu/ Fancy Menu

This was the new concept adopted by Y.Higa group as the delivery boys were in market most of the time, and also this is the best way to be in direct contact with customer. Another reason may be that the customer feels psychologically healthy that if the menu is good looking that the Pizza would be definitely good.

Door Hangings
Japanese people like most of the good looking things hanging out side there doors, so this was the local study done by Higa to capture domestic market.

Direct Mail
This is one of the most common way to reach the customers directly and as all other companies Higa and Dominos adopted this not only in Japan but in all the dealing nations.

Explain why this standardization or adaptation was used.

Following are the Reasons

Cultural changes across the national boundaries. Demographic and Geographical differences. Working environment of people and nation.

Identify and Explain all the factors that appear to have contributed to Dominos Success in Japan, in spite of the consultant's recommendation against the operation.

Factors that Helped Dominos

1. Strong Domestic Partner. 2. Higas experience and Knowledge about Japanese customers and from his family background. 3. Working culture of Japanese people. 4. Strong Delivery System/ Delivery Vehicle. 5. Successful in satisfying the customers from the promises made.