MKT600 Marketing Plan: Analysis of Domino's Marketing Aspects

This report provides a detailed analysis of Domino's marketing plan, examining various aspects crucial for business success. It begins with an executive summary, followed by an introduction to the assessment's scope, focusing on marketing strategies within the context of Domino's Pizza. The report explores key components such as marketing objectives, strategies, and action programs, as well as budget considerations and controls. A significant portion is dedicated to the marketing mix variables, including the value proposition, business situation analysis, product attributes, pricing, distribution, and promotion strategies. The report delves into consumer behavior, competitive analysis, and the application of marketing principles. The analysis covers Domino's approach to customer satisfaction, brand building, and market expansion, concluding with recommendations and references to support the findings. The report showcases a complete marketing plan to increase sales and achieve more profit.

Running Head: Marketing Aspects
0
Domino’s
Marketing
Marketing Plan
4/15/2019

Marketing Aspects 1
Executive Summary
This business report has been described the various marketing strategies used in a
marketing plan. The marketing plan has been described in this report, which includes several
objectives, and issues, develop strategies and action programs. All these are the key aspects of
the marketing plan. The marketing plan is very essential in maintaining the organization.
Domino's company has been used in this report to analyze various marketing aspects. The budget
is one of the important parts used in managing the organization so the various aspects of the
budget and their controls have been defined in this report. The second part of this report includes
the various variables of the marketing mix. The value proposition respect to the product has been
described in this report. The situational analysis also included in this report. The marketing mix
strategy is also consist of this assessment.

Marketing Aspects 2
Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
Marketing Plan.................................................................................................................................4
Objectives and issues:..................................................................................................................5
Develop marketing strategies......................................................................................................6
Action programs..........................................................................................................................6
b. Budget and controls.................................................................................................................7
2. Marketing Mix Variables.............................................................................................................8
a. Value Proposition.....................................................................................................................8
b. Business Situation and Strategies of marketing mix...............................................................9
c. Product attribute and features................................................................................................11
d. Pricing Strategy.....................................................................................................................12
e. Distribution Strategies...........................................................................................................13
f. Promotion Strategies..............................................................................................................14
Conclusion and Recommendations................................................................................................15
References......................................................................................................................................16

Marketing Aspects 3
Introduction
This assessment includes various concepts of marketing used in the business
organization. The Domino’s Pizza will be considered in this assessment to analyze the marketing
perspectives. This assessment will include the complete marketing plan of the selected company
that the company used in their marketing process. Domino's is an Australian company that
mainly deals in delivery of pizza at home. The company includes the best delivery to the
customers, achieving the consumer satisfaction, marketing strategy and use of shareholders. This
company has been achieving great success in the last few years by increasing consumer
satisfaction by delivering quality to the customers. The company always works on the needs and
requirements of the consumers. The marketing strategy is very important in every business
organization and it helps the company in attaining all the aims and objectives of an organization.
The Domino's organization works as per the internal and external forces related to consumer
behavior. The consumer behavior is very important for the organization to achieve success in
marketing.
This assessment includes information regarding the marketing plan of the selected
company. The marketing plan includes almost all the information used by the organization. The
assessment includes the objectives and issues of the Domino's organization, the several
marketing strategies and action program of the organization. The objectives include in the
marketing plan will be briefly described in this assessment. The budget and controls of the
organization will be described in this assessment by using the positioning strategy of the
marketing. The concept of the marketing mix will be also discussed in this assessment, which
includes the proposition of the business. The assessment will be described as the situation of the
selected business and various strategies of the marketing mix. The 4P's will be defined in this
assessment in detail.

Marketing Aspects 4
Marketing Plan
The marketing aspects are very important in the business of Domino's company. The
marketing strategies increase the sales and income of a particular business organization. The
marketing strategies used in the marketing plan influences the revenue of the organization. The
brand of the business will also improve by using marketing strategies. By using marketing
strategies, the proper revenue is increasing at a very high level. The Domino’s uses the various
marketing strategies to increase their revenue and sales mainly in the international market
(Surugiu & Surugiu, 2015). By using the marketing plan, the organization can increase its market
share as it includes various factors that affect the success of the company. Therefore, it is
essential to make a marketing plan in the business (Laudon & Laudon, 2015).
In assessment one, the two points of the marketing plan have been included, which are
opportunities, threats, and the current marketing situation of the company. These two aspects are
not sufficient to complete the marketing plan. So, it is required to make a marketing plan
completely to attain the results and objectives of the business. Several marketing concepts have
been used by Dominos to increase their sales of the business and achieve more profit. The
marketing includes concepts like production and marketing perspectives. The marketing
principles are also very useful in the business of domino's company as the company uses several
marketing principles to maintain their marketing process. The marketing principles are strategy
before tactics, narrow market focus, marketing material should educate and differentiate process
(Todor, 2016). All these principles are used by the organization to increase their sales and to
attract customers of the Domino’s. By using these above marketing concepts and principles, the
Domino’s increases their sales and revenue generated. In marketing, consumer behavior is also
important to consumer behavior is one of the main strategies used in the marketing plan. The
consumer behavior helps in analyzing the taste of the customers and makes the product as per
their taste so the sales can be increased easily and profit can be generated easily.
The Domino's have several issues and objectives related to the marketing concepts of the
organization. The objectives of an organization are very important in increasing sales and doing
marketing properly in the business process (Holbrook, 2018). The objectives of an organization

Marketing Aspects 5
can attract consumers and help the company in achieving the success of the company. So the
points of the marketing plan are described below-
Objectives and issues:
There are several objectives of Domino's that they used them to increase their business.
The proper mission of the company has forced the organization to achieve its goals and
objectives (Otley, 2016). The main objectives of the company are described below-
 To maintain high standards of the organization, so that the international business
can be easily maintained.
 To provide excellent services to the customers so that business can be increased at
a high level.
 To improve relations with the customers to increase their sales in the market.
 To improve the efficiency and delivery speed so that customers get attracted to
the process.
 To make the pizza costs low so that customers can easily afford the pizzas and
their profit is increased.
 To expand the business in the international market.
 To maintain the quality of the products due to the customer's attraction.
 To promote the employees for giving better services to the customers.

Marketing Aspects 6
Develop marketing strategies
The organization needs to develop marketing strategies so that the company can achieve
profits and increase their sales (Burns, et. al., 2014). By using the marketing strategies, the
marketing becomes improved and customers get attracted. Therefore, overall the Domino's
company can easily achieve the objectives. The marketing strategies like analysis of the
situation, consumer analysis, and competitive analysis can be developed so that the organization
cannot deal with the issues and challenges. The use of marketing strategies is very essential in
the organization and this can help the organization in achieving better profits in the market. The
competition can also remove by using several marketing strategies, as this is the main aspect of
the organization. The development of marketing strategies helps the organization in achieving
the goals of the business and help in achieving success in the organization (Baker, 2014). For
example, if the Domino has needed to increase the customers so the various marketing strategies
help in achieving this goal. By developing the marketing strategies in the business, the customer
base needs to maintain in the organization, which helps in running the business in an efficient
way.
Action programs
The action programs include the marketing strategy of the specific company, which helps
in increasing their sales. The marketing strategy used by Domino includes the various analysis
like consumer analysis, competitive analysis, and situation analysis which helps the company in
getting better sales and also help in achieving the better profit of the company (Donlan &
Crowther, 2014).

Marketing Aspects 7
b. Budget and controls
The budget and controls are the main points used to run the organization in the market.
The budget is an essential need for any business so it is very important. The budget of Domino’s
is always high as this is the international country and does their business in all over the world
(Armstrong, et. al., 2014). The budget can manage the finance of the company as effective
financial management increases the sales of the company and attract more consumers towards
this process. Therefore, the budget and controls are an important part of the business
organization (Lee, et. al., 2015).
The positioning strategy is also very important for the business organization as this
increases the performance of the business in the international market. In marketing and business
strategies, the position of the market defines the various perceptions of the customers related to
the brand and products (Moller & Pervinen, 2015). The positioning strategy also includes
competition among the same brands and in the same market. The market position of the product
defines the image of the particular brand in the market or in the minds of the customer (Piercy,
2014). The positioning strategy all depends on the target market of the particular, as the target
market of Domino is very large so it is important to adopt the positioning strategy to fulfill the
needs of the consumers and increase their attraction towards the organizational products.
Therefore, the organization needs to maintain its position in the market by making quality
products.

Marketing Aspects 8
2. Marketing Mix Variables
a. Value Proposition
The value proposition is a kind of innovation that is used in the product to attract
consumers. The value proposition also defines the value of the company in the minds of the
consumers regarding the product delivered by the organization to the customers. This proposition
also used to maintain the brands of the business and increase the value of the company among
the customers (Baldasarre, et. al., 2017). The value proposition is used as a statement of the
business that summarizes the qualities of the product that why the customer should buy this
product or use this service. Therefore, the organization must use this statement for the betterment
of the business.
The target segments of Dominos are very high and every age group people likes pizza.
The favorite preference for the kids is always pizza and for the students, the Pizza is included as
one of the main four food groups. The students and the office people more considered Pizza as
the main food as they can treat Pizza as a lunch many times. This can increase the value of the
products of Dominos and maintaining the market strategy of the business. The value proposition
maintains the overall strategy for the people and includes several marketing aspects of the
business. The concept of the value proposition is used to solve the problem of the customers and
this can maintain the business. The first step of the value proposition is to think about the
problem. The value proposition of Domino has offered the consumers that had strong appeal.
Therefore, in Domino's the consumers focus on the quality of the Pizza as it is an eatable item.
Despite this, McDonald's customers focus on the speed and delivery of a product over the quality
of the product (Payne, 2014). The Domino’s rank has been placed on number 1 only because of
the value proposition. Therefore, the company needs to make its value proposition, which is
clear, and easily understand by the customers, which improve the profits and success of an
organization. Many organizations can spend a lot of money to make the statement of the value
proposition as this is the best way to attract customers and help in achieving better success in the
market (Collier, et. al., 2015).

Marketing Aspects 9
b. Business Situation and Strategies of the marketing mix
The business situation is very important to analyze at different intervals of time to know
about the growth and success of the company. The situational analysis is one of the important
processes of Domino’s to analyze the situation of the respective organization. The Domino’s
Pizza started as a single store in 1960 and it takes a leading position in the market of Pizza
delivery (Anitsal, et. al., 2012). It becomes an international company works in 70 countries.
Nowadays, the Domino's goes on increasing and increasing in the market as the company used
the various approaches for the betterment of an organization. The conservative approach used by
the company increases the stores of the business in the market.
Domino's uses the strategy of the marketing mix from the early period only so that the
company achieves great success in the market and attracts more and more consumers
continuously. The company uses the marketing mix strategy of four P's that increases the growth
of the business and this strategy develops the organization and increases the profit of the
business. The market segmentation is also important in the process of marketing perspectives. It
is the activity of doing segmentation of the market as per the consumers. The market
segmentation is very essential in the management of a business and this provides great results in
the marketing. The market segmentation is a combination of market mix variables. In the
process of market segmentation, the mass market is dividing into various groups with specific
requirements. The market segmentation strategy provides many benefits to the organization. The
three main market segments are geographic segmentation, distribution segmentation, and price
segmentation.
 Geographic Segmentation
This segmentation is very common in the business organizations as the
geographic area is related to the market segment of the companies (Wedel and
Kamakura, 2012). Like many companies choose a particular market for brands in
some countries and not in others. This defines the geographic segmentation.
 Distribution Segmentation

Marketing Aspects 10
The distribution channel is very important in the distribution strategy of marketing.
Different markets can be reached by using various channels of distribution (Liu, et.
al., 2012). The companies give brand to each channel of distribution and this process
is very common in the marketing strategies.
 Price Segmentation
The price segmentation is widely used by the companies. Therefore, the differences in
household income make an opportunity for segmenting the markets of the product as
per the dimension of the price (Cross, et. al., 2015). The products price can be
differentiated by the level of personal income. This segmentation is known as price
segmentation.

Marketing Aspects 11
c. Product attribute and features
The better quality pizza has been served by the Domino’s company. The product of
Domino’s is Pizza that is provided as per the quality and taste of the customers. To keep this
product fresh and hot, the boxes are designed in a special way. The company offers both varieties
like vegetarian and non-vegetarian (Pride & Ferrell, 2016). To occur proper growth in the
business, the organization required to work in providing a unique product with more varieties
and effectiveness. The Domino’s Pizza provides various sizes, which are small, medium and
large.
The Domino’s provide various varieties of Pizza, which are used to attract the customers
as per their taste. Along with Pizza, Domino’s also provides other various products like garlic
bread, stuffed garlic bread, coke and many more. These varieties of products are used to attract
consumers and increase the growth of the company (Khan, 2014).
The first level of the product is the core customer value. The core customer value is used
to answer the various questions like - What is the buyer really buying? When a market designs
the product? All these questions are related to the core problem. The first level of Domino's is
related to the value of the product in the minds of customers.