International marketing requires more than just a basic understanding about how to promote a product to key segments, it involves gaining a base knowledge of the market you are trying to appeal to. Understanding the international market involves getting to know a different culture with different norms, habits, tastes, and preferences. Many people know that if a company wants to market products internationally, they must make a major investment in the localization of their product, particularly in the food industry. In this industry, one must adjust the flavors and taste of a companys product line to match local preferences. Companies such as McDonalds, Netflix, and Coca-Cola all incorporate localization into their international marketing strategy. It is common for companies to have specific menu items for a local market. For example, McDonalds takes burgers off their menu in a country where cows are sacred and the meat-free McCurry pan is very popular. Not only do these companies market to localized tastes and preferences, but they also use local languages on packaging. One example of this can be found in Coca-Colas packaging in China. In Mandarin, Coca-Cola is translated as (ke-kou-ke-le), which not only sounds extremely similar to the English name of the company, but it translates into if you can drink, you can have happiness. Many companies will use subtle marketing tactics, even in the titles, to enhance public perception of the name alone. These are just a few of the many marketing tactics that companies use to increase corporate sales around the globe. Dominos One company that has adjusted its products to meet local preferences in tastes is Dominos. Since its revamp in 2010, Dominos has done the unthinkable, it reimagined its product and broadened the company vision. Dominos acknowledgment of its sub-par pizza in its highly successful marketing campaign, known as Oh Yes We Did, skyrocketed sales in domestic and international markets. From 2010 to 2017, annual sales grew from $3.1 billion to $5.9 billion. Not only that but market shares, which were initially as low as $11 in 2011, were valued as high as $370 in 2020. Dominos became Americas highest-grossing pizza restaurant chain in sales, surpassing Pizza Hut, which has been an intense competitor for years. Dominos growth was not only in domestic growth, but also more international expansion and restructuring its international strategy. Dominos has a highly flexible localization strategy that develops localized flavors that appeal to local citizens tastes and preferences in many countries.

For example, in Japan, one can order a Chicken Teriyaki pizza, with added paprika, corn, spinach, and mayo, along with other ingredients. But, if you wanted to buy a pizza in Turkey, you might find that your Dominos pizza has the option to add yogurt as your pizza sauce. Even in Mexico, they have their own variations on a pizza pie, including chorizo, ground beef, and jalapenos. Dominos has become a master at localized marketing, particularly at providing ingredients that appeal to localized tastes and providing pictures accompanied by the descriptions of the variations, because, as we all know we eat with our eyes first! Dominos and India India has become a crucial market for Dominos in recent years. In fact, it is predicted that it will soon become Dominos second-largest international market. The CEO of Dominos, J. Patrick Doyle, claimed that the reason for the success of the Indian market was largely due to localization of Dominos product line. He said that in India, 50% of the offerings at Dominos were localized. Dominos is, in fact, Indias largest fast-food chain, with over 1,900 locations across India. This is a large difference from back in 2006, when there were less than 130 locations. In 2017 alone, the total revenue of Dominos locations in India equaled 195 billion rupees (US$2.75 billion). Growth in the Indian fast-food market is mainly due to a growing middle class, a fascination with Western cuisine, and a younger demographic between the ages of 16 to 35. These statistics alone make India a lucrative market for fast-food companies. This has led other companies to open up branches in India as well, such as Burger King, McDonalds, and Kentucky Fried Chicken. Not only have the flavors been localized, but surveys note that Indians also want to sit down to eat, which is an accommodation, many Dominos locations provide. In 2017, after a slowing of growth in the fast-food market, Dominos India announced changes to the pizzas it was producing. The pizzas would include more cheese, larger toppings, softer crust, and thicker sauce. The pizza box would be slightly different and directly highlight the adjustments to the pizza. They also decided to improve efficiency in the pizza creation, as well as cutting costs to the pizza itself to increase pizza sales. These costs included laying off employees, reducing the number of new locations built during the fiscal year, and discontinuing discount offers. The changes to the pizza were also accompanied by a marketing campaign to reach target segments through social media, television, radio, and the press. Pizzas, such as the Chicken Marsala pizza, which includes chicken tikka, onions, paprika, and mint mayo, have increased sales greatly in India, but not only in India. It has also increased sales in Dominos locations with high populations of emigrant Indians as well, some of these being in the United Kingdom. This shows an added layer of Dominos international marketing strategy, marketing not only to entire domestic populations abroad but also to immigrant minority groups, which in turn increases sales.

Conclusion International marketing is essential to international expansion. Understanding your customer is important, as is following the trends of the industry. Dominos international marketing strategy is extremely adaptable. If the industry has trends that lean away from Dominos goals for the future in that locale, the company adjusts its marketing strategy. Dominos then approaches it from a different angle to spur an increase in market capture. Case Discussion Questions 1. How has Dominos adapted its product offering to improve its global sales? 2. How did Dominos increase its adaptation while also reducing costs? 3. Do you prefer Dominos, Pizza Hut, or Little Caesars?

Requirements

1. There are two (2) questions to answer at the end of the case. 2. Submission should be approximately two (2) pages (one page for each question