DOMINOS IN AUSTRALIA

1. ABSAS SOLUTIONS
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3. “Discuss what branding strategy Dominos Australia has selected for its
product/service offers (are they using a family branding strategy or
individual product branding). Why do you believe this strategy has been
adopted by them?”
Heading: It’s All Good………..
Introduction
Brand Strategy is something which gives the
brand a personality of its own. It is a bridge between what promises the brand makes and
what the customer faces in day to day interaction with that brand. It is Brand Strategy which
differs a brand from its competitors. Brand Strategy makes or breaks the “Image” it has to its
target group. Brand Strategy largely depends on the
(i) Pricing.
(ii)Distribution Channel.
Body of the Paragraph:
Don Meji CEO and MD of Dominos first made
its footprint in Australia with the name Domino's Pizza Enterprises (trading as Domino's
Pizza) is an Australian public company that holds the master franchise for Domino's Pizza in
Australia, New Zealand, France, Belgium, the Netherlands and Monaco. Approximately 70%
of Domino's stores in Australia are franchisees, while the remaining 30% are directly owned
by the company itself. The company started in 1978 in Red Hill, Brisbane, Queensland
Australia as the nomenclature Silvio's Dial-A-Pizza, established by brothers Silvio and Fel

4. Bevacqua. Silvio's Dial-A-Pizza began first ever home delivery service in 1980 in Australia.
Surprisingly By 1993, Silvio's opened in over 70 locations. In 1993, Silvio's bought the
master franchise for the Domino brand in Australia and New Zealand, and between 1995 and
1996, all of the Silvio and Domino activities merged. The company saw a total Brand
Makeover as Domino's Pizza in 1996. Domino’s Pizza Australia is a 100 percent Australian-
owned private company, which owns the master franchise to the international brand. They
operate more than 250 stores across Australia and currently have five in New Zealand. They
sell 40 million pizzas a year, making it Australia’s second largest pizza industry player.
The main TARGET GROUP of Dominos in
Australia are
(i)Age: 30years and under are Domino’s major target group
(ii)Working-class
(iii)Time constrain people
(iv) Netizens
Australia is a diverse market culturally. Main Focus of Dominos was to customize pizzas.
More than 6.5 million migrants have settled in Australia since 1945.As other countries in
Asia and Australasia Eighteen-to-25-year-olds are a key demographic. Dominos main focus
always to address this demographic with new innovational strategy and marketing tactics.
Dominos, the largest television advertiser in the Australian pizza industry keeps young
people in its ads and use hip music in order to attract this market. Not putting a price on
pizzas in television advertising is all aimed at branding. Its going all out to cater its target
audience by some of the path breaking ideas adopted. Domino’s launched a number of key
digital initiatives to allow customers to interact with the brand. Among these crowdsourcing
initiatives was Pizza Mogul – a platform launched in Australia in July 2014 leading what the
Company has called the “me-tailing” revolution. Domino’s recently launched an extension of
the Domino’s Pizza Tracker in Australia to now include Android Watch. The Pizza Tracker
allows customers to “Chromecast” their Pizza Tracker to their TV.
All initiatives Dominos is undertaking leads to
be the “Youths’ food and style statement”. It continues to drain its large chunk of revenues to
address its Target Audience by Branding, Marketing, Digitally Advancement, keeping the
menus more customized, more and more customer oriented. The main thing of Dominos are
its flexible attitudes and addressing with its customer at a regular basis.Acknowedging the
digital revolution in a fantabulous way and thinking before its target group and know the
pulses very well to remain in the mind of them.

5. Conclusion
It is very clear and evident by the strategies and the
move Domino has turned itself that it prefers to become individualistic brand by customizing
the pizzas to the extreme extent from “Digital to Delivery”.