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Marketing Management - Assignment Example

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Marketing Management I. Table of Contents Table of Contents 2 Introduction 3 I. Marketing Mix 3 Product 3 Place 4 Promotion 5 Price 5 II. Stakeholders Analysis 5 Customers 5 Competitors 6 Company 7 Community 7 III. a) Brand Positioning Analysis 7 III. b) Perceptual Mapping 9 References 10 Introduction In today’s world, the process of change is the only factor that is constant…
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Marketing Management
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Download file to see previous pages This has led to the growth of tremendous competition in the world wide markets among various fast foods brands in quick service or packaged formats. In this particular assignment, the focus is laid on Dominos Pizza, which is considered as the leader in the pizza delivery business in the US on the basis of consumer spending and occupies the second position in the globe, while comparing in terms of sales (Annual Report, Item 1). The company, founded in the year 1960, provides quality products that are made available to the consumers at affordable prices with excellence in product delivery (Dominos.com, 2008). I. Marketing Mix The marketing mix of a company increasingly talks about the process of value generation, value communication, value distribution and value capture through the 4 P’s of marketing which is commonly represented as product, place, promotion and price. Product The world’s second largest pizza company in the world in terms of volume has a highly diversified line of product portfolio. The company’s main product offerings are mostly the diversified kinds of pizzas that help the company to cater to the hunger needs of the consumers belonging to the mass markets by providing the required and desired nutritional food value through its food products to the customers. Apart from the basic product offering of pizzas, the globally present pizza manufacturer and delivery brand focuses on the process of value generation, value distribution and value capture through a widely diversified portfolio comprising of various categories of product like pasta, breads, chicken products, sandwiches, chips, drinks, deserts as well as some by product type auxiliary offerings. It also needs to be mentioned that in an attempt to service and cater to the needs of the customers in a better manner, the company also allows the consumers and customers to opt for customized product offering depending on their personal choice and preferences. Among each of these diversified product lines, the company has various product variants which helps their product appeal to a broad range of customers in the American region as well as in various countries all over the globe. Place The largest pizza delivery company in the US follows a very generalized yet highly well developed and advanced model for the process of distributing value to the consumers. The company follows the strategy of expanding and entering in various markets through the process of offering franchisees. By the process of offering franchisees in various markets, the company gets the option for going for both intensive as well as exhaustive distribution of products. As of today’s date, the company has presence in various locations all over the globe with a store count of more than 9000 worldwide (Annual Report, p. 14). Promotion The company uses a mix of online and offline processes for promoting its products. For the purpose of increasing product and brand awareness in new markets, the brand goes for exploiting traditional promotional media like the television, hoardings, banners, newspaper ads, etc. The company also goes for in store promotions like offering discounts, coupons, value for money combo packs to promote its ...Download file to see next pagesRead More
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