Marketing Mix Assignment 2022

Running head: MARKETING
DOMINO’S
MARKETING MIX
4/12/2020

MARKETING 1
Product Strategy
Product Classification
The products and goods are classified in different categories depending on their nature
and use. There are four classifications for the products that are convenience goods, shopping
goods, specialty goods, and unsought goods (Legatzke, 2020). The classification of Margherita
Pizza offered by Domino’s is described below.
Convenience Goods – There is a number of products that are purchased by the customers
at frequent interval and habitually deprived of much thinking. These types of products are
generally affordable with little differentiation between different brands and hence consumer
purchase from a specific brand and for a longer period its purchase from the same brand without
giving it a second thought (Legatzke, 2020). Some of the examples of these products are candy,
toothpaste, fast food like pizza, burger, and soap, etc. Pizza offered by Domino’s lies under this
category.
Product Life Cycle
Like people, the product also has a specific life cycle. The product life cycle is divided
into four stages that are introduction, growth, maturity, and decline. This concept is used by the
business in order to decide the suitable time to invest in the advertisement, decrease the prices,
and expand in a new market (Udroiu & Bere, 2018). The product life cycle of Domino’s
Margherita Pizza is discussed below:

MARKETING 2
Source [(Kotler, 2013)]
Introduction Stage – It is the initial stage at which the product is introduced in the
market due to which the expenses at this stage are higher. In case of the Margherita Pizza, the
cost of the delivery system was high at the introduction state because a new model of preparing
and selling this pizza was done. Besides this, the company was also investing in the promotion of
this specific product.
Growth Stage – At this stage of the product life cycle, the sales, and profit of the product
increase. The sales of the product increase because the promotion expenditures increase by the
business (Udroiu & Bere, 2018). In the case of Margherita Pizza, the company received a slow
volume of sales because the concept of exotic food delivery was new in the market and use to
charge a high amount. Besides this, there was a high investment in the advertisement for the
product (Kelso, 2019). But with time, the company has covered a major part of the pizza market
due to limited competitors like Pizza Hut. The company makes use of different tag lines to
promote the product in a different market. For example, in the Indian market, it uses “Hungry
Kya” as the tagline.