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Marketing Analysis of Dominos Pizza Essay Sample

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Introduction of TOPIC

Domino’s Pizza is recognised as the world’s leading pizza delivery company.

Their expertise and passion for delivering hot and fresh pizzas has earned them numerous awards and the loyalty of millions of pizza lovers around the world.

Their marketing execution is an essential process in their success. Marketing is the management process which is responsible for indentifying potentially profitable products and then selling them to customers, this involves the 4Ps of Price, Product, Promotion and Place.

Domino’s Pizza is recognised as the world’s leading pizza delivery company.

Their expertise and passion for delivering hot and fresh pizzas has earned them numerous awards and the loyalty of millions of pizza lovers around the world.

Their marketing execution is an essential process in their success. Marketing is the management process which is responsible for indentifying potentially profitable products and then selling them to customers, this involves the 4Ps of Price, Product, Promotion and Place.

Market share is the share of sales in a market which one business or brand has; this is normally expressed as a percentage.

Large businesses such as Dominos worry and observe market share, as failure to maintain market share could mean a decrease in profits.

Market Share

Market share is the share of sales in a market which one business or brand has; this is normally expressed as a percentage.

Large businesses such as Dominos worry and observe market share, as failure to maintain market share could mean a decrease in profits.

Large market share means a higher number of customers.

For example, Domino’s network of stores, serve between 35-40% of the UK population, 3.4 million homes – this means increased sales revenue, and increased sales revenue is higher profits and higher profits mean greater investment into Dominos (e.g. in 2010 Dominos spent £40 million on marketing).

Large market share means a higher number of customers.

For example, Domino’s network of stores, serve between 35-40% of the UK population, 3.4 million homes – this means increased sales revenue, and increased sales revenue is higher profits and higher profits mean greater investment into Dominos (e.g. in 2010 Dominos spent £40 million on marketing).

The higher the market share, the greater the customer base and the more likely repeat purchases are to evolve.

For example, an average customer orders once per month. Repeat purchase and brand loyalty are key to the success of Dominos as they ensure healthy revenue.

The higher the market share, the greater the customer base and the more likely repeat purchases are to evolve. For example, an average customer orders one per month. Repeat purchase and brand loyalty are key to the success of Dominos as they ensure healthy revenue.

Market Orientated

A market orientated business is one which focuses its activities, products and services around the wants and needs of the customer.

Dominos is a market orientated business because it adapts its products in each country, to what is wanted by the consumers.

For example in China, Dominos sell a sweet and sour sauce with their pizzas. And in America they sell

a Bacon Cheeseburger pizza. A market orientated business is one

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which focuses its activities, products and services around the wants and needs of the customer.

Dominos is a market orientated business because it adapts its products in each country, to what is wanted by the consumers.

For example in China, Dominos sell a sweet and sour sauce with their pizzas. And in America they sell a Bacon Cheeseburger pizza.

By focusing on the needs and wants of the customer, Dominos are much more likely to produce products that customers actually want and therefore buy.

This will give Dominos a competitive advantage over rival businesses, who may not be so focused on the customer.

Also, if the customer is kept satisfied then brand loyalty may be created, which can lead to repeat purchase.

By focusing on the needs and wants of the customer, dominos are much more likely to produce products that customers actually want and therefore buy.

This will give dominos a competitive advantage over rival businesses, who may not be so focused on the customer.

Also, if the customer is kept satisfied then brand loyalty may be created, which can lead to repeat purchase.

High Price

Low Price

Low Quality

High Quality

Dominos Pizza prices are a little bit more expensive than those of pizza hut. At pizza hut a large cheese and tomato pizza costs £11.99, where as at dominos its £13.99. However, dominos pizzas are often consider of slightly higher quality.

In comparison, there is Pizza Express whose pizzas are of very high quality, but are more expensive than both Pizza Hut and Dominos.

The marketing mix involves the cohesion of the concepts of price, product, promotion and place in order to successfully attract and pursue the needs and wants of customers.

Domino’s have been particularly successful in their execution of “place”, they have taken advantage of advancements in technology in order to ensure greater customer satisfaction, thus sales revenue.

The Marketing Mix

The marketing mix involves the cohesion of the concepts of price, product, promotion and place in order to successfully attract and pursue the needs and wants of customers.

Domino’s have been particularly successful in their execution of “place”, they have taken advantage of advancements in technology in order to ensure greater customer satisfaction, thus sales revenue.

For example, online and Smartphone (e.g. via the iPhone app) orders, now account for 36% of sales. This means customers are approving of the ease of contact and purchasing of pizza from Domino’s. This greater appeals to the market for a fast alternative to meal time, for busy people as an “affordable luxury”. They are notably market orientated in that as market research suggests, the level of repeat purchase is in direct correlation to the speed at which a pizza is delivered to a customer’s home, as a result of this – Domino’s home delivery time has fallen from 17 minutes in 2005 to 13 minutes in 2010. This ensures greater customer appeal through efficient service.

Such a strong consumer base has led to Domino’s market capitalisation of around £1 billion, or 40x annual profits. Greater turnover means greater profits, this means increasing internal investment.

The Marketing Mix

Such a strong consumer base has led to Domino’s market capitalisation of around £1 billion, or 40x annual profits. Greater turnover means greater profits, this means increasing internal investment.

For example, if on average each Domino’s Pizza franchise earns over £100,000 in profit a year and 5.5% of sales revenue from each pizza is paid towards the ultimate owner of the brand, this increases the marketing fund. E.g. in 2010, Domino’s spent £40 million on marketing. This means that more money can be spent on promoting the product, finding new ways to attract customers such as the creation of the Domino’s iPhone app in which orders can be placed. This £40 million also meant that Domino’s were able to afford high profile communications such as the sponsorship of Britain’s Got Talent, The Simpsons and The X Factor. These meant that more people were attracted to the product itself; it promoted the idea of an affordable luxury whilst watching tv with the family. This stimulated sales.

Domino’s are known for their Two for Tuesday promotion deal; this has been very effective and has turned Tuesday from being the quietest day of the week, to the busiest, even over Saturday. Promotional methods as such attract the target markets attention and help keep customers engaged with the brand.

Domino’s are known for their Two for Tuesday promotion deal; this has been very effective and has turned Tuesday from being the quietest day of the week, to the busiest, even over Saturday. Promotional methods as such attract the target markets attention and help keep customers engaged with the brand.

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