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Dominoes Marketing (Role of Marketing (Strategic Role (Profit is key goal,…
Dominoes Marketing
Role of Marketing
Strategic Role
Profit is key goal, strategic marketing allows for reliable service, out perform competitors and adopt growth strategies
Successful marketing, 46% increase in profit in 2016
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Why so successful?
- Failure of eagle boys
- Digital innovation, integrated pizza mogul platform
- Range of Pizza toppings
50% market share of fast service pizza market
Product range: Traditional Pizza, healthy choice, desserts
Types of Markets
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a strategy to make the consumer desire the product and think it caters to their needs. Dominos price strategically and promote accordingly
CONSUMER MARKET, MASS MARKET
- Dominoes uses social media as a marketing platform to engage with a younger demographic
Strategies
Product: varying ranges of pizza e.g. ‘taste the colour’, gluten free options, efficient service through customer designed pizza, pizza mogul platform and instagift
Branding: easily identifiable logo used everywhere, the pizza word dropped from name
Packaging: ventilated cardboard boxes to prevent soggy pizza. heat insulated bags to keep them hot, branding is on box, heat bag and car/motorbike
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Promotion; advertising. TV ads, sales promo
‘me-tailing’, combination of social media and e-commerce
Influences
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Ethics
Products that may damage health
- Operates with concern for obesity and offers healthy options
Engaging in fair competition
- Engages in price wars, but no suggestion that has been unfair
- Competes less on price now and more on innovation
Processes
Swot
Strengths
- Reputation
- Innovative
- Ability to respond to changing consumer needs
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Opportunities
- Online delivery tracking
- International expansion across europe
- New non-pizza menu items
Threats
- Obesity issues
- New low cost competitors
Objectives
- increase market share
- expand into new areas
- expand product range
Target Market
mass market approach, but target specific groups through products e.g. vegetarian pizza