Marketing Strategies of Domino's Pizza

Running Head: DOMINO’S 0
Marketing

DOMINO’S 1
Contents
Introduction........................................................................................................... 3
7Ps of Domino’s..................................................................................................... 3
How domino’s deliver value to its customers........................................................5
Loyalty program of Domino’s.................................................................................5
Customer profiling................................................................................................. 5
Domino’s customer engagement through social media........................................6
Marketing strategies used by Domino’s.................................................................7
Recommendations for the marketing strategy of Domino’s..................................7
Front and backstage components of service marketing system............................8
Management of customer satisfaction and values.................................................9
Conclusion........................................................................................................... 10
References........................................................................................................... 11

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Introduction
Domino’s Pizza is the restaurant chain of America. It was founded in the year 1960. It
has headquartered in Michigan, USA. It provides its services in around 82 countries. It is the
second biggest pizza chain across the world (Green, Gino & Staats, 2017). It put emphasis on
the local markets with the help of larger chain of the franchise owners. It is true that most of
the customers tend to spend time by convincing radio listeners, television viewers, and social
media followers for the quality of products. However, Domino’s pizza has achieved the
success by adopting the “opposite strategy.” In the first section of the report, discussion is
carried on the marketing mix of Domino’s. Afterwards, the discussion continues on the
loyalty program and customer profiling of Domino’s. It is also able to effectively engage its
customer though social media. It is also effectively described in the report. The discussion
ends by explaining the marketing strategy and recommendations are provided for
improvement in marketing strategy.
7Ps of Domino’s
Product: It is the essential element of the leading global outlet of pizza. Domino’s product
line mainly put emphasis on the different kind of pizza that is customized as per the local
market. By offering unique services, it is the biggest chain in Australia. It also has different
size of bases. In addition to this, customers can also customize the product according to their
requirement. The major products of Domino’s are chicken crusts, Pizza, pastas, flavoured
breads, desserts, burger pizzas, and chicken items as well as the choice of toppings. In the
2018 statistics, it is found that Australian people mostly prefers to eat healthy in order to
reduce the fat. Domino’s is continuously able to drive the exceptional customer experience by
putting emphasis on the innovation. Prices
Domino’s has the competitive prices for its pizzas. It charges different prices according to the
size of pizzas and other ingredients. In Domino’s, non-vegetarian pizzas are having the
higher prices as compare to the vegetarian pizzas (Kraak, Englund, Misyak & Serrano, 2017).
In Australia, Domino’s charges higher prices on Sundays in order to increase the pay rates of
its workers. It mostly increases around 10% on all the Sunday orders in order to help its
employees.
Place

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Domino’s operates on the basis of franchise model where 97% of the Domino’s is franchise
owned. Recently, it has around 13000 Domino’s stores all over the world. Internationally, it
has more than 7300 of the stores of Domino’s. Over the past few years, Domino’s Pizza is
regularly expanding its presence in Australia by having 693 of the total fast food outlets
(Horská, Paluchová, Šimončič & Berčík, 2017). The franchisee of the US pizza brand of
Domino’s is the biggest pizza chain in Australia. It is serving the Australian market after it
has opened the first store in 1983 (White, 2018).
Promotion
Domino’s spend heavily on its promotional activities. It ensures the effective promotion
through the mobile apps, websites, and personalised SMS. It uses these promotional activities
in order to gain more attention from the customers. It also takes the help of TV commercial in
order to help customers in gaining knowledge regarding the products and its services. In
addition to this, customers also stated that the Domino’s tracker has made their life easier.
With the help of Domino’s track, customers can come to know when their pizza is going into
the oven and leaving the oven. In addition to this, the door to door service of Domino’s is
going amazing and reaching to the heights.
People: Domino’s has trained and skilled staffs that help it in bring continuous innovation for
ensuring the better customer service. Besides this, the employees of Domino’s undergo
through the training session as per the guidelines. Employees of Domino’s are also
encouraged for providing the ideas regarding any kind of improvement through development
tools and classroom training. It also supports the employees through reward under several
schemes. It also has the feedback system that is linked to the performance system. It also
makes the employees accountable for their behaviour and actions in the workplace.
Process
Domino’s restaurant has two methods of service that customers can order from the restaurant
as well as can order online. Both the processes of Domino’s are the backbone of its services.
It has guaranteed to the customers that it will deliver the food in thirty minutes, therefore, by
keeping this in mind, it always try to deliver the food first. In addition to this, it also does the
delivery based on the token system that tends to determine the queue number. It also has the
proper cleaning staff that ensures the cleanliness of the restaurant (Stariņeca & Voronchuk,
2015).