Marketing Strategy and Plan

Running head: MARKETING STRATEGY AND PLAN
MARKETING STRATEGY AND PLAN
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1MARKETING STRATEGY AND PLAN
Executive summary
The purpose of this report is to determine a marketing plan for the selected organization that is
Dominos. It analyzes the sustainable marketing strategy implanted by Dominos Pizza which has
enabled the company to maintain its market position. It analyzes the ways to target the customers
using VALS model framework (values, attitudes and lifestyle model). It determines the target
market segmentation of Dominos, it target customers and analyzes its positioning strategy.
Further it analyzes the core marketing mix strategies including the product, price, place and its
decision regarding promotion. it also analyzes the extended marketing mix variables including
people, process and its physical evidence. The assignment mentions sustainable marketing
strategies, its business ethics and CSR responsibilities have been discussed. It analyzes the
marketing impact on the customers, on the society as a whole and the other business in the
market.

2MARKETING STRATEGY AND PLAN
Table of Contents
Introduction......................................................................................................................................3
1. VALS Model (Values, attitude and lifestyle)..............................................................................4
2. STP (Segmentation, Targeting and Positioning)........................................................................5
3. Marketing mix variables of Dominos pizza.................................................................................7
Product:........................................................................................................................................7
Price:............................................................................................................................................8
Place:............................................................................................................................................8
Promotion:...................................................................................................................................8
People:.........................................................................................................................................9
Process:........................................................................................................................................9
Physical evidence:.......................................................................................................................9
4. Introduction to sustainable marketing.........................................................................................9
• Ethics & CSR............................................................................................................................9
• Relevant legislation.................................................................................................................10
5. Marketing impact.......................................................................................................................11
• Impact of marketing to customers...........................................................................................11
• Impact of marketing to society as a whole..............................................................................11
• Impact of marketing to the other business...............................................................................12
Conclusion.....................................................................................................................................12

3MARKETING STRATEGY AND PLAN
References......................................................................................................................................14