Dominos Pizza

Market analysis Project

Shannan Johnson
Period 2
A marketing
function that
identifies
products and
their source and
differentiates
them from all
other products.
Branding sets Market Function
your company,
product or
service apart
from the
 Domino's Pizza
The UK pizza
delivery and
takeaway
market. This
market was
estimated to be
Field Of
worth nearly
£450 million in Operation
2000
Mission Statement
 "'Exceptional People  'We Demand
On A Mission To Be Integrity
The Best Pizza  Our People Come
Delivery Company In First.
The World'. This is part  We Take Great Care
of Domino's 'Vision Of Our Customers.
and Guiding  We Make Perfect 10
Principles' including Pizzas Every Day.
these statements:  We Operate With
Smart Hustle and
Positive Energy'
Marketing Function
 To be better than  Also they have
their competitors online ordering
Dominos Pizza Has and you can build
a heated disc your own pizza with
inside of their bags All the toppings
to make sure the you want,sauce,
pizza stays hot for and extras.
the customer.

 Their biggest
marketing
objective is
“slamming” or
speaking poorly of
their own product.
 I do think that it
works for them
because that is Marketing
what makes Strategy
people want to
buy their pizza just
to see if what was
talked about was
changed.
 The UK pizza delivery
and takeaway market
consists of many small
businesses and the big
three firms: Perfect
Pizza, with over 200
outlets, Pizza Hut which
has 170 restaurants
and also delivers and
Domino's. In Britain,
pizzas are delivered by
restaurants and a
large range of outlets
Major
that also sell other
food, like burgers and
competitors
kebabs. It is estimated
that there are as many
as 4,000 pizza delivery
companies.
 Domino's Pizza
extended its market
leadership in the
United States pizza
delivery market with
an 18.4% share in
2009, compared to
17.5% share in 2008.
 At its height
Domino's Pizza
commanded a Market Share
share price of $33.52
but has fallen out of
investor favor since
May 2007 when it
paid its last
dividend.
 Four and a half per
cent of the turnover
of each Dominos
franchise store goes
into a fund used for
national marketing
of the Dominos
brand
 Pizza eating is less Marketing
popular among
people aged 55 Objectives/
and over, but
younger generations Targeting Market
have become used
to the Dominos
model and as this
group ages, the
commercial
opportunities are
sizeable.
 Pros
 •Special Incentive
Programs - VetFran
Participant, MinorityFran
Participant and
Women's Programs
available.

 •Recession Proof Market

- Pizza-eating actually
increases in recessive Pros And cons of
markets.
Owning a Dominos
 •Established Branding - Franchise
Domino's offers
unsurpassed name
recognition and
National Advertising
Support to boost local
awareness.
 .
 Cons
 •Outside Business
Interests - Domino's
does not allow the
franchisee to have
business interests
outside the
franchise location. Pros and cons of
owning a Dominos
 •Ownership Franchise
Structure - owners
cannot slip below
51% ownership
and must oversee
store operations
personally