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A presentation on the possible marketing solutions that Domino\'s could use to improve their business
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Domino’s PizzaCase StudyBy: Craig Carbonneau
Solution 1: Convenience• Domino’s has always been a company
who based its offerings on convenience.
• The old famous deal of “30 minutes or free” has become its trademark
• With the new developments of a recipe and a complete flip of the pizza, it seems as though Domino’s is swaying away from convenience and moving towards flavor.
• In doing so, Domino’s is trying to gain a competitive advantage over other companies by having both the convenience and flavor lovers on their side.
• However keeping up the convenience and the new recipe could be costly and difficult
Solution 2: Both • Domino’s could implement the new
flavor and also keep the 30 minutes or less bargain guarantee
• This would put a whole new spin on the Domino’s name
• Making them not only synonymous with great service but also with great pizza
• While it may be costly and difficult this solution could amount to large profit in sales at the beginning of the process
• If done correctly it could reward Domino’s with a large amount of revenue in the long run as well
Convenience VS Flavor
Convenience• 30 minutes or free• Benchmark of the Domino’s
company• Has been domino’s famous
promise since the 1980’s• Targets the market who is
interested in a speedy delivery – Also targets those looking for a
trustworthy pizza company– Throws in the idea of a small-town
business who cares about its customers
Flavor• The sole most important marketing
gift a pizza company can have• Endless comparisons and marketing
schemes will come with it• Domino’s flavor can win back
customers who may have jumped ship
• Gives customers in certain demographics with Domino’s nearby a reason to try their pizza
• Targets the so-called pizza connoisseur
– Puts taste and quality over everything– Promotes a company who is confident and
who’s pizza is delicious
Pros and Cons of Both
Pros• Getting the attention of the customer
• Simply improving the taste of the pizza
• Larger marketing schemes to gain attention
• Sympathy– Consumers feel bad for the incoming CEO and
current Domino’s and respect them for owning up to their “bad” pizza
• Money-back guarantee– Goes dually with the 30 minutes or free money
back guarantee– Promotes credibility
• Competitive Advantage
Cons• Risky advertising that could very
well backfire• Honesty could lead to ridicule• Throwing one’s self under the bus
can lead to issues• Negative image
– Poor public relations
• Poor service could lead to money back guarantees fulfilled more often
– due to two different guarantees now available to exploit
Solution• Both the convenience and new pizza
together would make for a great solution
• The break-even that could be obtained with this would succeed over the previous pizza recipe
• With an entirely new recipe the company could feed off a new image and could put out advertisements and propaganda to get people to try their new pizza and hopefully win them over.