How the Marketing Process Works

RUNNING HEAD: MARKETING STRATEGIES AND MARKETING PROCESS
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Marketing Strategies and Marketing Process

Marketing Strategies and Marketing Process
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Table of Contents
Introduction......................................................................................................................................2
A. Current marketing strategies....................................................................................................2
B. Segmentation, Targeting and Positioning................................................................................5
C. Recommendations....................................................................................................................6
Conclusion.......................................................................................................................................8
References......................................................................................................................................10

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Introduction
Marketing is the essential part for success of any organization; marketing is considered as the
process of attracting more people by offering them products and services according to their need
and wants (Chernev,2018). In order to understand the concept of marketing concepts and
strategies an organization has been selected. Domino’s is an American multinational restaurant
chain that was founded in Michigan in 1960 and by 2008; the restaurant chain became the largest
pizza seller in terms of revenue at the global platform (Dominos,2020). Dominos offer Pizza
with specialty, traditional and custom pizzas with options of different toppings and crust styles.
In addition to this the chain offers bread bowls, pasta, oven baked sandwiches and desserts as
well as beverages. The company continues to stand out in the market, because of its proactive
approach. However, on the other side marketing strategy of the company in this competitive
environment is weak (Dolnicar et.al,2018). Further, the issue is in the positioning, targeting and
segmentation strategy adopted by the company. Therefore, this report will use marketing
concepts and theory to critically evaluate Dominos marketing strategy and develop marketing
strategy considering this changing business environment.
A. Current marketing strategies
According to Kotler,2012, “marketing strategy is a foundation of company’s all marketing
activities”. A marketing strategy includes selecting a target market, analyzing it and creating
marketing mix according to the characteristics of target market. In general terms, marketing mix
is considered as the set of convenient tactical marketing tools that the organization combines to
produce the desired response amongst the target market. Marketing mix is classified as 4 Ps
named as Product, Price, Place and Promotion. Consequently, the essential part of marketing
strategy is marketing mix that includes different tactics to influence perception of target market
favorably towards the product (Armstrong, et.al,2018). In below sections, current marketing mix
of the Dominos is explained.
Target Market
According to Parment et.al 2016, The marketing strategy includes firstly identifying the target
audience. Dominos target market is very broad, they target consumer age of 18-35 , with that the

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company target working class and couples of middle income group who live in semi urban and
urban areas.
Marketing Mix
Product: Dominos is well known for its fresh pizza and quality and services. The restaurant
chain offer non vegetarian and vegetarian variety and focus on localizing the flavors as per the
region and country. Dominos offer wide varieties in pizza in all sizes and flavors and offer
different crust styles for higher customization. Along with that the restaurant chain offers other
food items such as Calzone pockets, garlic breads, Chicken wings, and beverages (Teoh, 2019).
Dominos offer a complete meal package for business class people and individuals.
Price: The target market of Dominos is the middle class income group and lower middle class
group. The main objective of the company is to provide best quality products at the reasonable
price. The company adopted for uniform pricing policy to attract customers. But on the other
side prices of Dominos are higher compared to its competitors McDonalds and KFC. Hence, the
price conscious customers will shift to other brands (Teoh,2019). In order to compete, the
restaurant chain offer special discounts and promotions code to lower the prices.
Place: Dominos opted for direct channel to offer its product to customers. The online platform
and outlets are used in order to reach to customers. In both the cases, packed food is provided to
customers with high quality and services. Dominos has presence across the world with many
outlets in very good locations. The restaurant chain is located in 5,701 cities at the global level
and has 15,000 outlets along with that have presence on online platform (Teoh,2019).
Source: (Dominos,2020)

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Promotion: The focus of the company is to build strong relationship with consumer base as
maintaining direct connection with customers have taken Dominos to unachievable heights.
Door to Door policy of Dominos is amazing as the company with that ensure quick services.
Dominos sales mainly depend on efficiency of employees, and digital marketing strategy of the
company. The company offers different promotional schemes in order to attract more customers
such as 50 percent discount on second pizza, combo offers, and advertisement on television (Liu
et,al2017).
The marketing strategy is based on the identifying customer’s value and how these values can be
achieved by developing suitable marketing strategy (Dolnicar et.al,2018). In order to build
marketing strategy information gathered from micro and macro environment analysis is a useful
tool. The use of information therefore, “is of great importance since it represents a firm’s
decision of how and where it will employ its distinctive value creating competences to generate
competitive advantage”.
Source: (Kotler, 2012)
From this analysis it is known that marketing strategies used by Dominos need improvement
mainly the product strategy, pricing strategy and promotion strategy of the company require
changes. From the analysis it is identified that company is facing stiff competition from players
such as McDonald, Pizza hut, and Subway.

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B. Segmentation, Targeting and Positioning
The process of successful market segmentation, selecting the correct target market and unique
execution of positioning strategy helped Dominos till now to gain the competitive advantage.
The current STP strategy of Dominos is:
Source: (Kotler, 2012)
Segmentation: Dominos segmentation is based on geographic and demographic factors. Such
as localize menu according to the target audience. The company offers product to customers on
the basis of their preference, age group, and regions (Armstrong, et.al,2018). For example; menu
offered by the company in the US and in India is different as per the customer preference. As in
India, beef is not eaten by people but in western countries beef is most popular part of their meal.
On that basis the company customized its menu and product offering.
Targeting: The primary target market of Dominos is youngsters who love pizza and are fast
food lovers. Further, the target market is also classified on the basis of age and income level.
Such as at present the company target age group of 15-35 and medium income level group live in
semi urban and urban areas (Gilbreath, 2019). Further, the offering of the company targeted
whole family as some additional items are for kids and for family. The target market of any
company helps in to understand the characteristics of customers and needs and demands of
customers and accordingly products are being offered and marketing strategies are formed.
Positioning: Dominos positioned itself as fast delivery and excellent taste company. The term
positioning includes the way the brand is perceived by its customer base. Customers base of

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Dominos perceive the company as the fastest delivery provider and quality product providers.
However, in recent years the company was in controversies due to the poor quality of crust used
by the company in pizzas and delivery issues (Gilbreath, 2019). The brand image of the company
ruined at the global platform because of unethical practices followed by the company.
Figure: Positioning strategy
Source: (Gilbreath, 2019).
From the above STP analysis of Dominos, it is evaluated that the company has poor
segmentation, targeting and positioning strategy as these marketing strategies are not that useful
in this competitive environment to attract more customers. Some of the problems that are
identified in Dominos strategy are related to limited target audience as the company only target
teenage group and youngster as the products offer by the chain is only developed by considering
this target group. Furthermore, the target market of the company is not appropriately classified
due to that the customer base of Dominos is limited (Gilbreath, 2019). At present the company
is losing market share at the global level in terms of sales or revenues as compared to its
competitors, As the reach of its competitors such as McDonald and Subway is higher and they
have broader target market and positioned themselves as the low priced quality products. Due
to that Dominos is struggling in the current business environment.
C. Recommendations
From the above analysis of the marketing mix and STP strategy of Dominos it is evaluated that
the company is lacking in two things as compared to its competitors. The weak marketing
strategy of Dominos affecting on market share of the company at the global platform against its

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two biggest rivalries that are McDonald and Subway and KFC. The marketing strategy of
Dominos that is recommended is developing on the basis of current market forces and business
environment with the motive of building sustainable advantage f or the company in the fast food
chain industry. Dominos has potential and strengths such as brand image, skilled employees and
assets that need to be utilized efficiently in order to gain sustainable competitive advantage.
It is recommended to Dominos that two aspects can be changed that includes broadening of
target market, and positioning strategy of the company. It is recommended that the company
should also target age group of 35- 60 with its healthy product line. As shift of people towards
health concern and by seeing the consequences of eating junk food many of people are shifting
their focus on healthy diets. Hence, it is recommended that target market should be broaden in
order to increase and market share.
Moreover, the company position itself as the fastest deliver and quality taste provider but due to
its fastest delivery the company is getting many criticisms and complains that is affecting the
brand image of Dominos negatively (Kumar,2019). The company needs to change its positioning
strategy in order to sustain in the industry and need to develop nee competitive advantage. It is
recommended that now the company should shift its focus to healthy diet and positioned itself as
the company that ‘take care of its customers and their health with tasty food of their choice’.
This help in to gain competitive advantage in the market against its competitors that are
McDonald and Subway, as at present no such restaurant chain are offering healthy segment of
food for its customers.
As per the above recommendations the marketing strategy that Dominos should follow is given
below:
Target Market: The target market of the company will be broaden as the customers will be
segmented by demographics such as age, profession and urban and semi urban. Further, menu
for youngsters and for old people will be different. The target market for health diet will be
customers who have health concern, are bored with the same diet food and are high class
segment and middle income group age 35-60. This target market has different preferences and
expectation.

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Competition: This application will have first mover advantage as there is no such restaurant
chain that focuses on healthy diet segment by modifying fast food in healthy form. However, the
company can get competition from local players but not from big brands. Hence, it is believed
that majority of customer prefer Dominos Pizzas and food over other because of the brand image
that the company has in the market and because of its presence at the global level in each and
every country.
Value Proposition: The value proposition for Dominos will be its target market as the company
will target broader segment with that its quality, health diets menu and speed of delivery all these
combination will prove to be helpful for the company to retain the position in the industry and to
be a leader in fast food chain industry.
Marketing mix: The new marketing mix strategy focus on the healthy diet customers also as the
target market for this is people of 35-60 age groups. The customization and quality will play an
important role. Product offering include green pizzas with stuffing in crust and topping of
healthy food products. Further, the different varieties of crust will be available to different age
group as per their demand along with that a healthy drink will be added in the menu. At the
beginning the premium pricing policy will be used. Place strategy for this remain the same but
more focus will be on door to door delivery as this will help in to reach more customers of this
age group and they feel convenient to use the services. At last, the promotion strategy will
include use of magazines, clubs, and newspaper and television advertisement. Further, the
company will focus on getting positive publicity by contributing in healthcare services and many
more. This help Dominos to positioned itself as the company that offers healthy and quality
products with good taste to its target customers.
Conclusion
After analysis of Dominos marketing strategy, it can be concluded that marketing strategy is
based on the marketing mix and the foundation of company is based on the marketing actions
and the correct target market. Dominos present marketing strategy focus on adult and youngsters
and at preset the company is facing many problems in order to compete with players like
McDonald and Subway. The marketing strategy of Dominos is weak considering the current
environment. As some of issues that are highlighted from the analysis are its target market and

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positioning strategy. Finally, it is recommended that the company can broaden its target market
and also include menu for healthy diets and target people who are health concern. Along with
that the company can position itself as the company that ‘‘takes care of its customers and their
health with tasty food of their choice’. This will help Dominos to gain competitive advantage
against its competitors and helps in to increase its market share across the world.

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References
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2018. Marketing: an introduction.
Pearson UK.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Dolnicar, S., Grün, B. and Leisch, F., 2018. Step 9: Customising the Marketing Mix. In Market
Segmentation Analysis (pp. 245-254). Springer, Singapore.
Dominos,2020. About Us.Accessed From: https://pizza.dominos.com/
Gilbreath, B., 2019. How Leading Brands Deliver Marketing with Meaning. In Marketing
Wisdom (pp. 47-60). Springer, Singapore.
Katsioloudes, M. and Abouhanian, A.K., 2016. The Strategic Planning Process: Understanding
Strategy in Global Markets. Routledge.
Kotler, P., 2012. Kotler on marketing. Simon and Schuster.
Kumar, V., 2019. Global implications of cause-related loyalty marketing. International
Marketing Review.
Liu, Y., Li, K.J., Chen, H. and Balachander, S., 2017. The effects of products’ aesthetic design
on demand and marketing-mix effectiveness: The role of segment prototypicality and brand
consistency. Journal of Marketing, 81(1), pp.83-102.
Parment, A., Kotler, P. and Armstrong, G., 2016. Principles of marketing: Scandinavian edition.
Pearson Education Limited.
Roggeveen, A.L. and Beitelspacher, L., 2019. Understanding and implementing CRM initiatives
in international markets. International Marketing Review.
Teoh, W., 2019. The Market Risk on Domino's Pizza Incorporation's Peformance.

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