HISTORY..

In 1960, Tom Monaghan and his brother, James, purchased DomiNick's, a small pizza store inYpsilanti, Michigan near Eastern Michigan University. Eight months later, James traded his half of the business to Tom for a usedVolkswagen Beetle.

As sole owner of the company, Monaghan renamed the business Domino's Pizza, Inc. in 1965. In 1967, the first Domino's Pizza franchise store opened in Ypsilanti. On May 12, 1983, Domino's opened its first international store, in Winnipeg, Manitoba, Canada. .That same year, Domino's opened its 1,000th store overall, and by 1995 Domino's had 1,000 international locations.

WhenDomino's entered India in 1995, Pizza was quite low on the taste palate of Indians. Fourteen years and 274 stores later, brand Dominos seems to be on a roll, having not only made pizzas popular with the country's burgeoning middle class, but also the brand omnipresent.

Its no surprise then, dominos is the leader in the organised pizza home delivery segment, with a market share of 65%, according to the Food Franchising Report 2009.

POSITIONING
First of their communications and tag line was based on the attitude that whenever and wherever you are hungry just call dominos. HUNGRY KYA? in one of the initial advertisements Mallika sherawat was the model.

Soon they realized that for home delivery model, time is the parameter which most of the customers value so they created a points of difference by new value proposition that is 30 Minutes or free. Paresh Rawal featured ad in monsoon of Mumbai was a real hit and got many national and international awards.

RE-POSITIONING
So after some time, when dominos business was not growing as fast as they expected they did lot of in depth and focus interviews where they found that it is not fast service which is the value driven parameter for customers, it is Taste which people want to pay for along with value for money.

So now company has established three core values namely 30 Minute, free delivery, taste and Value for money, with once again new positioning. KHUSIYON KI HOME DELIVERY is a new tag line and by virtue of this proposition, they could incorporate any of the core value in a same tagline.

SUGGESTED RE-POSITIONING
MAIN ADVANTAGE PIZZA HUT HAS OVER DOMINOS IS THAT ONE CAN CUSTOMIZE ONES OWN PIZZA To increase the market share and customer base dominos should re-position its product by highlighting their feature of choosing crusts + toppings and thereby letting the customers creat their very own pizzas.

This option will appeal to the little chef inside the customers and provide them with countless combination of pizzas and also bring in a sense of belongingness. And in-fact we can launch it with the tag line Dominos For that little chef inside you