Marketing Report: Analyzing Segmentation, Targeting and Positioning

This report analyzes the marketing strategies of Dominos, focusing on segmentation, targeting, and positioning, with a particular emphasis on its competitor analysis. The report explores the segmentation process, including geographic, demographic, and psychographic factors, and how these are used to target different customer segments. The report also examines how Dominos positions itself in the market relative to its competitors, such as Pizza Hut and McDonald's, and discusses the importance of brand loyalty and understanding customer behavior. The report also includes a case study of a consumer profile, which highlights the importance of understanding the target audience in order to develop effective marketing strategies. The report concludes with a discussion of the challenges and opportunities faced by Dominos in the competitive fast-food market.

Name
Affiliation
Student Id
MKT110 Marketing fundamentals

Dominos Perceptual mapping
High Price/High value
proposition
Pizza hut
KFC
Dominos
High value
proposition/Competitiv
e price
McDonald's
Jumbo King
Low value
proposition/high price
Competitive price/low
value proposition
Vada Pavs

Competitor analysis
• Dominos faces stiff competition from KFC,
Pizza hut, MaDonald’s, Jumbo King and Vada
Pavs among others.
• However, dominos have managed to continue
operating in the market despite the stiff
competition from the above competitors.
• There are some factors which helps it to
perform well in the market.

Targeting Strategies
• Targeting of strategies refers to the process of
selecting customers a company sees as
potential buyers of their products and
determining which product should be sold to
particular customer.

Segmentation variables
Geographical
-Location
-language used
Demographic
-Age
-gender
Behavioral
-Consumer
-Advertisement

Primary segmentation
• Demographical
• Psychographic
• Geographical
• Behavioral

Secondary segmentation
• Age
• Gender
• Activities
• Interest
• Opinions
• Family size
• Location
• Nationality

Definition of targeting strategies
• Targeting of strategies refers to the process of
selecting customers a company sees as
potential buyers of their products and
determining which product should be sold to
particular customer.

Targeting strategy that is useful in Dominos
• Valuable target market
• Market existence period
• Targeting depending on customer taste and
preference
• Gap analysis

References
• Ronald D. Michman, . M. (2018). The food industry
wars : marketing triumphs and blunders. Westport,
Conn: Quorum.
• Rosalind Masterson, . P. (2017). Marketing : an
introduction. Los Angeles: SAGE.
• Sarsby, A. (2015). SWOT analysis. Not known:
Leadership Library.
• Smith, A. F. (2011). Fast Food and Junk Food: An
Encyclopedia of What We Love to Eat. Berlin:
Greenwood Publishing Group.