Dominos Brand Repositioning - Essay Example

The old customers may be tempted to quit their purchase of Domino's pizza due to a change in quality that does not match their interest. However, new customers may be attracted by advertisements and the ingredients entailed in the new pizza recipe. Losing old customers is a major drawback in organizational success and may at times lead to organizational collapse. Domino's will have to suffer the risk of losing a big number of old customers and at the same time benefit from the rapid increase in new clientele. The difficulty involved in repositioning a brand is the loss of old customers and an increase in the cost of production. The chances of losing old customers may be due to the taste of new products and an increase in purchasable sales that may not be well with old customers.

To enhance good market forces for the new recipe, Domino's has to employ or use both positive and negative framing in their advertisement to convince their target customers of the quality of their new products. They had to give the consumers an explanation owing to the sudden change of their previous recipe that they thought was good by then. They had to give the difference that exists between the old recipe and the newly introduced recipe to attract customers and increase their clientele base. Inflicting consumers with positive emotion is one way of increasing sales, the product is the product any people will always want to try new products based on the quality advertised. Through this message structure characteristic, the Dominicans to react more clients to purchase their goods.

Model learning and vicarious are some of the theories used by Dominosaboutbout product presentation, Thistion ’s main aim is to teach its consumers about product change and sudden improvement in social media, commercials,d various advertisement platforms. The consumers or interested candle access information about their recipe and all the processes involved in the new recipe. They also give health value to attract many people towards their products.

According to the information exhibited in Table A, the organization’s frequent users are within two target groups of the VAL segment. The new users are willing to explore the quality of new products and those who buy based on the frequency demographic. The new product tasters are always the target of every organization being that they do not experience product differences. Old consumers will always want to compare the old recipe and the new one.

There is no innovation in changing the recipe of Domino’s pizza quality. This company is only trying to change its mode of service to suit its consumers and to enhance high product sales in the global market. Innovation involves many processes that tend to be different from the initial way of doing things. According to the product information given by Dominos, the change in their brand positioning is just a minor process that other companies are also doing though at a lower scale.