Dominos’ marketing mix
Dominos’ marketing mix analyses the 4Ps of marketing (Product, Price, Place, Promotion) and explains the Dominos’ marketing strategy. Consumers tend to favor brands that have incorporated one’s self-image that they tend to portray. Through the use of a lifestyle marketing perspective, marketing professionals can include marketing mix in their strategy to reach an expanded market reach.
Product
The Domino’s Pizza products are marketed under five broad groups, each of which is a separate line of items. It is all sold under the Domino’s Pizza brand name; the company sells a variety of products which gives room for customers to choose the product variety suits them. Its products are perceived to be of higher quality compared to that of its competitors.
Price
Dominos has got economical pricing for its pizzas; the company has two main competitors who are almost equally; hence it has to be prudent in pricing its products. The prices differ according to 3 different sizes, and the price is comparatively higher for non-vegetarian pizzas. The aspect of affordability is the key to the tremendous achievement of this company; the company developed new and innovative schemes aimed at favouring its customers.
Place
Dominos operates on a franchise centered model whereby 95% of its business is franchise owned. The company has around 16,000 restaurant franchises in approximately 80 countries globally. They offer quality services through their restaurant outlets; it is one of the company’s operative way to sell their products in countries where online delivery services are not widespread this strategy helps the company to service its customers diligently.
Promotion
One of the main factors that has kept the business at unattainable rates is Domino’s concept of maintaining direct contact with its customers. Her door-to-door delivery program is amazing. Almost all people know that Domino delivers the pizza in 30 minutes. Domino’s sales rely on their qualified delivery boys ‘telemarketing and productivity.