Abstract:

This paper is aimed at understanding the characteristics of differentiating marketing strategy in emerging markets by the Domino’s by focusing on 4Ps marketing mix approach. Two emerging markets namely Malaysia and India have been chosen for the analysis in this study. Using comparative analysis, this study focused on 4P approach of marketing mix which is based on product, price, place and promotion analysis. The study found that the Domino’s has adopted different characteristics of its 4Ps in differentiating their international marketing mix based on localization approach.