Marketing Mix of Domino's pizza - Case Study Example

Marketing Mix of Dominos pizza In the United Kingdom, the number of the fast food and home delivery restaurants including McDonalds, KFC AND Domino’s Pizza continues to increase rapidly as is the trend for the past five years. The restaurants explosion in the high-street outlets represents the lucrative feature of the industry, constituting the resulting large amount of competition in the market (Schlosser 34). The increased competition is a factor notable as cause for the increased value of sales as experienced by the various participants in the industry. This implies that the consumer have a better access to the restaurants, as they facilitate the services to the customers. However, recent developments in the industry, entailing the increased negative publicity in the market presents remarkable challenge to the success of the operators. Consequently, the restaurants sought to dispel these trials in the market. Thus, Domino’s Pizza as a leading operator in the market, sought the establishment of strategic procedures to counter the issue (Domino’s Pizza, Inc. SWOT analysis 1). Further, their strategy also sought to engage the customers accordingly, increasing the revenue from sales, as well as, facilitating the expansive operations of the business, taking it to the top in the leading operators in the market. This procedural engagement by Domino’s Pizza entailed the establishment of 7P’s of marketing mix, in their procedural engagement of the customers and establishment of services. This product mix as a marketing strategy required significant and concrete communication processes to allow the engagement of the customers successfully. Thus, the restaurant operates on a strategic approach to the communication process through the marketing mix strategy as it engages the customers, and seeks to dispel the competitors in the market, such as Pizza Hut, Pizza Express, KFC and McDonalds, among others (Domino’s Pizza, Inc. SWOT analysis 3). In relation to its marketing objectives, as the director of the marketing strategy outlines, Dominos engages the marketing mix as a tool to enhance its operations and gain response from the target market. These factors in their elemental organisation entail the sections of Product, Price, Promotion, Place, People, Process and Physical Environment. These incorporate the traditional 4Ps of marketing, extended to encompass the growth of the service industry by Domino’s Pizza. To capture the market, the restaurant has localized flavours encompassed in its menu, diversifying its product facilitation in the market; thus, engaging the customers accordingly in their decision-making processes. The consideration of price presents a relative insensitivity to price, focusing on the value (Domino’s Revenue Rises 5% as New items Draw Customers 23). Thus, they offer value services for higher price. However, they need to engage the customers with a cut on the price and facilitation of discounts to attract customers, as competition continues to rise. In promotion, Domino’s uses strategic advertising, sales promotion and personal selling promoting services to engage the customers. Further, the restaurant emphasizes on branding as a promotion procedure for its services. The place entails the physical location and Domino’s Pizza as a comprehensive participant in the industry has the largest network of outlets across the United Kingdom, as well as, the world. In the additional Ps of marketing, the restaurant has people that actively participate in meeting and dealing with the customers. Dominos has a large composition of trained employee to handle its customers (Domino’s Pizza, Inc. SWOT analysis 5). The process entails the handling of orders and satisfaction of the customers (Richter 23). These procedures provide delivery of service to the customers. Lastly, the physical environment of the restaurant operations also determines the strategies of engaging the customers in the service. Domino’s Pizza setup encompasses all customers inclusively, facilitating favourable business operation environment. Thus, through these strategic approaches to the marketing mix, Domino’s Pizza engages her customers accordingly to facilitate the procedural services as expected. Further, the engagements with the customers, as well as, within the operations of the business, entail a comprehensive approach to the communication processes. The communication management entity focuses of the procedural theories of communication process in marketing to engage the customers accordingly. This translates into the sustained increase in performance within the confines of the business operations (Koekemoer & Steve 89). Further, the business has a set procedural marketing department to focus on the various marketing mix approaches to stay in sync with the competitive environment of the market and industry. Communication process As a market niche, competitor Domino’s Pizza continues to engage the structural communication procedures accordingly to attract and retain her customers and employees. Domino’s Pizza applies a communication process engaging all the aspects of the business. These processes in the communication within the management to the business environment and customers entail a principle adherence to the structures of theoretical communication process in marketing (Smith & Jonathan 112). The factor in consideration in the communication process by Domino’s Pizza entails the elemental aspect of business demographics. The UK reports indicate that adults on average eat delivered meal up to 80 times a year. Further, following the developments of technology in the country, Domino’s realizes that between 70% and 90% of the people has access to interactive technologies (Domino’s Pizza, Inc. SWOT analysis 8). Thus, understanding these aspects of the business demographics, Domino’s Pizza engages several communication platforms to its prospective customers. Such include the physical location of the shop, publications such as magazines and newspapers for advertisement, television commercials and web based advertisement and interactive platforms. This strategic platform of the communication process Domino’s Pizza employs to facilitate its communication processes. Through its organisational goals, Domino’s Pizza facilitates the processes of engaging customers, as the goals allow them to adhere to the promises it makes to the customers. Further, the communication processes, as the company engages the customers through the various platforms, it facilitates for platforms of responding to the business proposals and projections. The understanding of the business market is an essential factor as it helps establish the relation between the customers and the business. Thus, as factor of communication process, Domino’s Pizza understands the customer and their expectations accordingly, anticipating their involvement in the procedures of the business operations. This factor allows the business to structure communication processes that fit the various customers from their perspectives. The decisions as made from the management entail a considerate inclusion of the customers as participants in developing the communication structures. Thus, the communication process as developed by Domino’s entails strategic approach and fits concurrently to the placement of the business. Consumer decision making The process of decision-making entails a procedural approach to the problem at hand that needs addressing. As consumers their problem is that, they need food. Thus, after recognising their problem, they develop the process of searching for a site to get their food. They spot several restaurants and consequently decide on which to order their food. Thus, this as a structural decision-making process, the consumers of Domino’s Pizza establish the restaurant services as their choice form procedural decision-making process. However, as the competitive component of the industry continues to influence the actions and engagements of the participants in the market, Domino’s Pizza develops an approach to the customers to facilitate their decision making process. Firstly, the restaurant engages the customers through platforms of facilitating feedback to the restaurant on their service. This allows them to establish services based on the findings from the suggestions of the customers. Thus, the customers participate actively in the decision making process. Further, the restaurant facilitates the customers with menu from within the physical location, as well as, the web based platforms; thus, allowing the customers to make informed decisions as they order for their deliveries. This is an essential decision making procedure as it facilitates the person with prior knowledge on the service they wish to request. These aspects of the communication process as established by the Domino’s Pizza continue to add to their advantage in engaging the consumers (Domino’s Pizza, Inc. SWOT analysis 8). Further, as they market their products, the market mix through the tool of the product, continues to present variety and value to the customers. These help the consumers in making the notable decisions as they apply to the process of marketing. The price and promotion factors as elements of the market mix strategy also facilitate the customer decision-making process accordingly, as the business facilitates strategic approaches that act as incentives to the customers. Thus, in view of these elements, the business engages the customers accordingly to the establishment of quality and effective decision-making process. Further, in facilitating the communication procedures in the marketing engagements, Domino’s Pizza also pursue the channels of core groups of consumers as targets. The business has several entries in the country, operating with the initial establishment goals of the entire operations. However, with realisation of the changing demographics in the market, the company is now engaging factors of establishing and determining target groups relating to the various generations of customers. These aspects of demographics affect the procedures of consumer engagement by the business accordingly (Richter 67). Thus, through the strategic approaches to the communication procedures and platforms available, the restaurant facilitates its marketing strategy. The customers of Domino’s Pizza cite the restaurant as a favourite in the procedural approaches and consumer sensitive communication process it engages as it fosters its marketing mix. These as elemental features, receiving acclamation form customers are evidence of successful consumer engagement procedures in the marketing mix development of the restaurant. Recommendations for enhancing the effectiveness of the communication activities In view of the procedural marketing mix as employed by Domino’s Pizza, the strategy development is working effectively. However, in their communications processes as the company engages its customers, it needs to establish approaches that feature the needs of the consumers with respect to the economic fluctuations (Bowman & Hubert 67). For instance, in the factor of pricing, the restaurant can adopt the practice of price discrimination to foster successful engagements with all customers. For instance, in view of its operations, introducing the aspect of promotion on Tuesday, where it facilitates lower pricing can create the company successful increase in sales on that day. Further, this will encourage the customers to take pizza on the day of week when the sales are usually lower. This as a marketing mix strategic, communicating it to the customers will influence their decision-making; thus, facilitating the successful engagement of the consumers. Further, it is essential for Domino’s, as they diversify their exotic products, to expand the market. The business is letting the competitors expand the market, a factor that flexes their competitive muscles, thus, limiting its operations. Therefore, to foster its success in the competitive market, Domino’s Pizza should adopt these recommendations. Works Cited Bowman, Douglas, and Hubert Gatignon. Market Response and Marketing Mix Models: Trends and Research Opportunities. Boston: now, 2010. Print. Domino’s Revenue Rises 5% as New items Draw Customers. “ Retail Snapshots (2014): 23-24. Business Source Complete. Web 5 June 2014. Domino’s Pizza, Inc. SWOT analysis. “ Dominos Pizza Inc SWOT Analysis (2014): 1-9. Business Source Complete. Web 5 June 2014. Koekemoer, Ludi, and Steve Bird. Marketing Communications. Lansdowne, South Africa: Juta Academic, 2004. Print. Richter, Tobias. International Marketing Mix Management: Theoretical Framework, Contingency Factors and Empirical Findings from World-Markets. Berlin: Logos, 2012. Print. Schlosser, Eric. Fast Food Nation: The Dark Side of the All-American Meal. Boston: Houghton Mifflin, 2001. Print. Smith, Paul R, and Jonathan Taylor. Marketing Communications: An Integrated Approach. London: K. Page, 2004. Print. Read More