Domino's

TIRED OF LIFELESS PIZZA?

SPECIAL EDITION
JOINT MULTI-
TRADITION PIZZA

Only at Domino's !!

OPEN DAILY | 10:30 AM TO 11:00 PM

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BAKED BAKED
FRESH FRESH

Domino's

Content

~1
Executive Summary
~2
Company and Product
Description
~3
Strategic Focus and
Plan
~4
Vision, Mission and
Core Competencies
~5
Situation Analysis
SWOT
~6
Market-Product
Focus
~7
Marketing Program
_8
Implementation Plan
~9
Evaluation and
Control

EXECUTIVE Domino's
SUMMARY

Domino’s is the largest pizza company in

the world which founded in year 1960 based on global retail sales
with more than 17,000 locations in over 90 markets around the world.
Domino’s roots are in convenient pizza delivery. Domino’s business model includes
serve quality food at a competitive price with easy ordering access and efficient service
by using the technological innovations. In year 2019, Domino’s has more than 240 pizza
places that are strategically located in Malaysia. Domino’s Malaysia continually
increasing the store and shop numbers so as to serve more pizza lovers nationwide.
Domino’s serves mainly in pizza related items and also offers side dishes to its customers.

Domino's strategic marketing attracts various groups of people especially children and teenagers to try and have
the menus in Domino's Pizza. Marketing strategies are the fundamental and elemental goal of accelerating sales

and achieving a sustainable competitive advantage. We observe and do the investigation to their advertisement,
website and annual report for preparationof this project. The purposes why we do the investigation are to get
know about the history of Domino's. In addition, we can do personal observation about the branches and the
products of Domino's by observing the advertisement in social media and television as the sources. Our project
will analysis the marketing strategies that used by Domino's in terms of price, products, promotions and place. We
will also analysis the situation analysis SWOT of Domino’s which includes strengths,weaknesses, opportunities
and threats. Besides that, we will analysis the market segmentation, targeting and positioning
of Domino’s. Then, we willidentify the implementation plan and evaluate the new product
of Domino's.

By this analysis, we will know the ways that every element of marketing
strategy influenced the business from the side of profit and satisfaction
of customer. For instance, Domino’s theme can be the factor that make

Domino’s brand become more impactful to every people. Domino’s use

“Pizza Delivery Expert” as the slogan of the company. When consumers

think about Domino’s, the consumers will see the tagline as “functional”

and “one dimensional”. A slogan may be a memorable motto and phrase

can be used as a repetitive expression of a thought or purpose with the

goal. By using this slogan, Domino’s persuade the members

of the public and more defined target group to do the A PIZZA
consumption on their products.

just for you

1

Domino's Pizza

COMPANY AND PRODUCT DESCRIPTION

1.Company Description

Domino's Pizza, Inc., branded as Domino's, is an American
multinational pizza restaurant chain, headquartered at the
Domino's Farms Office Park in Ann Arbor, Michigan. It was
founded in 1960 by Tom Monaghan. In February 2018, it
became the largest pizza seller in the world.
Since 1960, Domino's Pizza has successfully expanded from
3 stores in the United States to 9 350 stores operating in 70
countries. Domino’s success has been praised since it
entered the market in 2005. The market drives pizza sales
to more than 90 million every year and generated
outstanding revenue of more than 900 million US dollars in
2016.
Domino's offers a variety of menus, including tastes and
preferences in designated areas. Different countries have
different pizza flavors. Domino's often innovate their pizza
flavors based on the traditional food of each country. The
main focus of Domino's is pizza, which includes traditional
cuisine and various specialties.
Domino’s advertising strategy is very effective and has
been improving the company’s sales and market
competitiveness. However, domino's company still often
has to face challenges. The continuous social and cultural
changes in the world today require companies to make
rapid changes and continuously monitor the lifestyles of
people all over the world (especially where they operate).

2

Domino's Pizza

COMPANY AND PRODUCT DESCRIPTION

2.Product Description

Joint Multi-Tradition Chicken Pizza

Tom yam chicken Teriyaki chicken
from Thai style from Japanese style

110000%%CHhailcaklen

Satay chicken
from Malaysian style

This pizza covered with cheese and
mayonnaise sauce to make the pizza
more delicious.

3

Domino's

STRATEGIC FOCUS AND PLAN

At Domino’s, every employee which includes
store members to head office staffs are

ambassadors for the vision and mission. The
employees follow the values of Domino’s
company.

To be the best pizza Mission
delivery company in

the world.

“Sell more pizza, have more fun.”

Domino’s redefine convenience
by creating inspired food,

picked up in three minutes or
safely delivered in 10 minutes.

To lead the internet of
food in every

neighbourhood.

Vision “No 1 in People, No 1 in Pizza.”

Domino's is committed to an
inclusive culture which values

the contributions of the
customers, team members,
suppliers, and neighbours.

4

Domino's

Core
Competency

The core competencies of Domino’s are providing the products with benefits to their
customers by creating inspired food. Domino’s provides exceptional delivery service,
product with high quality and excellence operation. The core competencies of the
Domino’s include its capability to deliver a unique recipe based on pizzas which has a
distinctive taste. Domino’s also have variety side dishes other than the pizza which can
fulfil the needs of the customers. The menus and recipes of Domino’s are shared with
the franchises all over the world which results in a uniform product among the global
markets. In addition, Domino’s also has significant expertise in managing and opening
franchises in the local and international markets. There are lower costs for the franchises
and Domino’s provides them with the ways to expand their businesses. Domino’s is
strategically located and continually increasing the store numbers in order to serve more
to all pizza lovers nationwide. At Domino’s, it takes pride in the commitment to enrich the
lives of the customers, employees, partners, shareholders and communities. Domino’s is
committed to provide the ultimate pizza delivery experience with its product satisfaction
guarantee, 30 minutes delivery guarantee and 15 minutes take-away guarantee to the
customers. Domino’s has a step forward in ordering food online and it allows the
customers to see the pizzas on the computer screen. It improves the services and allows
the customers to follow the progress of the order from the time it's placed until they
receive it. Domino’s also have pizza deals and promotion featured on the website in
order to provide even more value and affordable price to the customers. Domino’s
innovations help to get better at delivery great pizza to the customers efficiently and
enthusiastically.

Goals at To satisfy the customers who love
the pizza by innovating the products.

Product To provide exceptional products and maintain
Level the taste of the original recipes.

Consistently deliver quality and value in the
upgrade products.

To provide a pleasant experience for pizza
with clean and convenient location.

5

Domino's Joint Multi-
Tradition
chicken pizza

MISSION, VISION AND CORE
COMPETENCY OF NEW PRODUCT

Mission To be recognize as a leading distinctive brand
Vision of fresh, homemade and quality pizza by
creating inspired food.

To ensure that the Joint Multi-Tradition chicken
pizza reach our customer’s expectation in the
best and fresh condition.

With the comprehensive facility set-up, we provide high- It's all
quality chicken pizza that called as Joint Multi-Tradition about you
chicken pizza. Joint Multi-Tradition chicken pizza
combines with three main choices and ingredients which Core
are satay chicken flavor, tom yam chicken flavor and Competency
Teriyaki chicken flavor. It combines the culture of foods in
three different countries which are Malaysia, Thailand and 6
Japan. Joint Multi-Tradition chicken pizza is suitable
enough for every age group. Besides that, the pizza is
HALAL and it can fulfil the needs of the customers who
have different cultures. It can also fulfil the needs of the
customers who have different eating behaviours and
would like to taste the pizza with different flavors. Next, we
follow the food hygiene procedure from the selection of
raw materials to the making process of Joint Multi-
Tradition chicken pizza. This procedure enhances the
quality of the pizzas. Therefore, the customers will get
high satisfaction from the pizzas.

Situation Analysis

SWOT

Situation Analysis is defined as an analysis of internal and external factors of business.
SWOT analysis also is a business analysis process that ensures objectives for a project
are clearly defined. Internal factors are describing about strengths and weaknesses about
a company. Besides that, external factors describe about opportunity and threats for a
company. Situation Analysis help a company to have a clear description of the current
state of marketplace.

DOMINO's SWOT

STRENGTHS WEAKNESSES
-Strong Brand -Low number of stores
-Technological Innovation
-Product Innovation -Operation
-Low staff retention

OPPORTUNITIES Threats
-Health Conscious -Changing of eating habits
-Changing of demographic and
economic trends -Cost
-Regulatory Prsssures

7

STRENGTHS

1.Strong Brand
Domino's is the largest pizza company in the world based on global retail
sales. This brand is widely recognized by consumer in different country.
Domino's provide timely and fast delivery, quality pizza, affordable food
and technological innovation. U.S. franchise and company own stores have
invested around $2.1 billion in national, cooperative and local advertising.
Besides that, international franchisees also invest large amounts in
advertising Domino's in the market. It has strengthen the brand image
through market affiliations with brands like Coca Cola. This made
Domino's become well-known and consumer in different countries know this
brand. Based on Domino's Year Ending Report, Domino's is the number one
pizza delivery company in U.S. with 35% share of pizza delivery based on
consumer spending data. Domino's also the number two pizza carry out
company in U.S. with 16% share of carryout pizza. Joint Multi- Tradition
Chicken Pizza can introduced to people easily because of the strong brand.

2. Investment in technological innovation
Domino's already continuously invest in technological innovation for long
term growth. Technology improve Domino's productivity compare with
using labors. Large numbers pizzas can produced in shot time by using
technology in their production. This will also help Domino's company
reduce their cost to hire labor. Technology will increase Domino's
competitive abilities in market. For example, Domino's provide digital
ordering. In 2016, exceed 50% of Domino's sales took place through its
digital platforms. It also provides zero click ordering from adding Google
Chrome, Facebook Messenger, Apple Watch and Amazon Echo to its digital
ordering platform. This made consumers fell more convenience because
they no need to go out from home to buy the pizza. People can order Joint
Multi-Tradition Chicken Pizza on digital platforms and this will bring more
convenience for them to enjoy new menu from Domino's pizza.

8

CONTINUE....

3. Product innovation
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9

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10

Opportunities

1.Health conscious eatables
Domino's has introducing their health
conscious menu with new flavor which is
low fat. This is very suitable for all people to
maintain their healthier lifestyle. For
examples like Thin Crust Veggie Pizza, Thin
Crust Ham and Pineapple Pizza and Classic
Garden Salad. This will be an opportunity for
Domino's to earn profit because many
people will tend to eat healthier food. Those
who considers healthier lifestyle can order
Joint Multi-Tradition Chicken Pizza with less
cheese and more vegetables
DD
D
2. Changing of demographic and economi trend
The changing of demographic trends makes Domino's
focus on serving millennials. This generation willing
make a higher expense and they usually busy in their
job. This is an opportunity for Domino's because
people will enjoy fast food in the reason of
convinience. The economic trends change also bring
an opportunity for Domino's. For example, the rising of
middle class with higher income willing to spend their
money in having fast food. The world economy in
better condition also provide a lot working
opportunities for workers. This will result in Domino's
will get more workers in producing their products. So.
it will directly increase the productivity and revenue of
Domino's. The increasing of income makes more
people able to enjoy the Joint Multi-Tradition Chicken
Pizza and increase their quality of life

11

Threats 1.Challenging of eating habits
When government and NGO's focus on
more healthy awareness, they
organized a lot of campaigns to improve
people's awareness of healthy issues. So,
people will aware to consume healthier
foods like low calories food with
affordable prices compare with fast
food. This will be a threat for Domino's
because will affect their business
revenue. People will not prefer to eat
Joint Multi- Tradition Chicken Pizza
because of high calories.

2. Cost
As the cost of vegetables and materials
increases, the cost of maintaining the pizza
chain also increases. Domino's should expense
more to produce a slice of pizza result in their
revenue will become lower. After that, the
increasing of cost factor of production such as
labour and capital will increase the pressure of
Domino's. Therefore, Domino's forced to spend
more for the increasing of wages, rental and
the cost of modern technology for produce Joint
Multi- Tradition Chicken Pizza.

3. Regulatory pressures

The regulatory pressures are related to the quality of products and

other external environmental factors. There are some internal

pressures like staff salaries and staff's working behavior. There are

also some external factors such as government regulation by several

government authorities and licensing laws in producing certain

product. For example, may countries have pricing regulation for

services. The pricing regulation will directly affect the overall

profitability of Domino's. Other political factors like intellectual

property protection, taxation, wage legislation, industry safety

regulations in the service sector which are related to restaurants will

also increase the cost of Domino's. Domino's should follow the

regulation when selling the Joint Multi-Tradition Chicken Pizza to

avoid the conflict with government regulation. 12

MARKET
- PRODUCT FOCUS

Market focus is seeking to identify the overall opportunities and comprehend the entirely forces in
the marketplace capitalize on them. Product focus identifies improvements that will lead to
competitive advantage as looks at their offerings, and strives to continually improve them. Market
product focus is to identify and understanding the marketing and product objective, target market,
marketing segmentation and product differentiation and positioning. Both areas of focus are
necessary. The challenges with a product-dominated focus is discovering critical information too late
and falling behind in the competitive race. Growth slows because there is a delayed response to the
dynamics of the marketplace.

Marketing and
Product Objective

The Domino’s company’s marketing strategy is to keep up high
standards within the international pizza supply chain, and skills in
providing quality products in excellent customer service. The
corporate calls itself an impressive talent that may provide more fun
to the simplest pizza within the world. The company's vision is to
become the simplest operator of pizza delivery and hire the
foremost skilled professionals (Data monitor 2008). The company's
values specialize in people and propose to satisfy all aspects of
stakeholder analysis. Domino’s produce the simplest products with
fewer resources and treat everyone within the best way, which helps
the corporate measure, manage and share with every stakeholder.

The strategic of Domino’s store and the vertically integrated value
delivery system have helped Domino’s serve its customers in the
best way. Reducing turnaround time and waiting time is Domino's
main advantage compared to its competitors. It has company-
owned dough production facilities in some countries. In other
countries, it works with general franchisees to streamline its supply
chain like the Jubilant Food Factory. It owns major Domino’s
franchises in Sri Lanka, India, Nepal and Bangladesh.

13

Domino’s have successfully become a top brand in the fast food
industry. In 2009, the company released a video under the "Oh yes we
do" campaign, claiming that it was a turnaround strategy, and different
stakeholders explained how they handled critics. The company also uses
it to communicate the innovation strategy they follow to meet the
changing needs of customers. "Free shipping or free shipping
guaranteed in 30 minutes" is a historically popular advertising campaign
that has helped the company increase its visibility across geographic
locations and demographics. Currently, the 2016 brand ranking is 301 in
the "Forbes" global brand rankings.

Due to the existence of various fast food options, it is difficult for pizza
companies to increase their customer base while increasing their market
share. In developing countries, due to many factors such as low per
capital income, poverty, literacy and living standards, it is difficult for
companies like Domino’s to expand the market. The location of the
domino store is superior to meet the needs of the vast areas nearby,
thereby keeping infrastructure costs low. Promoting online sales
channels by offering discounts can also help companies improve
customer satisfaction by providing convenience and cost control.

Domino’s customers are different all over the world. In developed
countries such as the United States and the United Kingdom, consumers
belong to all age groups, while in developing countries such as Malaysia,
Thailand and India most consumers are younger generations in the 20 to
40 age group. In addition, health awareness will undoubtedly affect the
psychology of consumers, because people are looking for healthier
options, such as Subway or foods that are lower in calories than full
pizza. In addition, Domino’s adapted to produces Joint Multi-Tradition
Chicken Pizza that was healthy, tasty, and high-quality foods, and also
100% compliant with international HALAL standards.

’It s all

about you

14

Marketing and product goals
of Domino's

- Become the company with the widest reach - Providing promotional discounts once a
in the world in the pizza market. week to lower the price of pizzas offered to
customers is another marketing objectives
- Produce healthy, tasty, and high-quality that benefits Domino's pizza.
foods, which are 100% compliant with
international HALAL standards -Opening new franchises in at least three
states each year will help enter the fast-
-Provide enough marketing and advertising growing fast-food market.
strategies for the franchisee at the same time
keeping communication constant. -The marketing goal is to maintain positive
and steady growth every quarter.
-By 2025, the pizza franchisee with the most
branches in Malaysia. -Practice integrity, ethics and open
communication to increase customer
- Builds excellent store operations to create satisfaction.
loyal customers.
-Experience a situation where new
-Multinational company in food and beverage customers turn into long-term customers.
products industry.
-Expand the market by successfully
-Maintaining the current good will and increasing the number of customers.
reputation from customers through enhancing
the quick delivery service.

15

Target Market

Domino’s management made wise marketing decisions to optimize the company's
future market growth. In the past decade, the company has adopted various
marketing strategies to achieve different market segments. In the process of
attracting the attention of specific market areas, many marketing activities have been
initiated. The company has become a market leader by having a strong corporate
operation and franchise store network in the US and foreign markets (US Securities
and Exchange Commission, 2012).

The target market consists of a group of buyers who have common needs or
characteristics that the company determines to serve. For our products, we focus on
targeting end users because these consumers decide to buy. The choice of target
market depends on environmental, social, economic and political factors. In most
cases, the company's target customers are low-income and middle-income families
who want to buy pizza. There are three main strategies that used to determine the
target market which are centralized strategy, differential strategy and undifferentiated
strategy. In centralized marketing, the company focuses on creating and maintaining
an exclusive strategy for each market segment (Mullins & Walker, 2008). In
differentiated marketing, mass market methods are used by designing independent
marketing tools according to market segments (Mullins & Walker, 2008). Regarding
the indifferent marketing strategy, the marketing mix treats the entire market as a
segment. Due to the decline in sales of Domino's, the company had to use
undifferentiated marketing methods to build a brand that could satisfy the entire
population. Later, when the market became radical, only the strategy was changed to
differentiated marketing. (Bussing-Burks, 2009).

Domino’s target market is basically pizza lovers, especially for those who like ready-
to-eat and qualified pizzas, which can satisfy the human body’s hunger needs. This is
a quick solution for people who want to be at home, work or even go to school
because of its convenience. Therefore, it targets each goal in a different way. On the
other hand, if we deeply consider the factors of demographic changes, it seems that
the target is more inclined to youth. Nowadays, pizza focuses not only on young
people, but also on the elderly and middle-aged. In addition, Domino’s can also be
targeted at petrol stations on the highways and bookstore owners. In turn, this may
help promote and increase the sales of Domino'. As Domino’s new flavour launched
which is Joint Multi-Tradition Chicken Pizza that have match to all Domino’s
consumer needs as all the races in Malaysia have eating chicken dishes that will
expand the pizza by targeting the marketing on the demand of the consumers in
Malaysia.

16

MARKET
SEGMENTATION

Market segmentation is a process used by companies to divide large heterogeneous markets into
smaller markets, which can be reached more effectively with products and services that meet
their unique needs. Market segmentation targets this goal and divides it into more specific
segments so that Domino’s can identify the potential customers most likely to convert into actual
sales.

Demographic Segmentation Psychographic Segmentation

Demographic segmentation divides market into Psychographic segmentation divides buyers into
segments based on variables such as age, life- different segments based on social class, lifestyle
cycle stage, gender, income, occupation, religion, or personality characteristics. Psychographic
ethnicity, and generation. Demographic factors are segmentation is a method that used to group
the most popular bases for segmenting customers potential customers, current or previous customers
groups. One of the reason is the consumer needs, based on their personality characteristics, beliefs,
wants and usage rates often very closely with values, attitudes, interests, and lifestyle factors.
demographic variable. Domino’s Pizza are more These characteristics may be observable or
focusing on adult and youths due to pizza was unobservable. The consumer thinks their lifestyle is
delicious fast food that can fulfill their hunger busy, ambitious and outgoing. In addition, the user
although certain types of pizza are unhealthy and status of Domino's Pizza is potential users, ordinary
mostly pizza served in restaurants and small users, and first-time users with moderate loyalty
pizzerias. Most pizza restaurants also serve in rewards.
addition to pizza, such as pasta, salad, soups and
sandwiches. Fast-food pizza chains also provide
other side options for customers to choose in
ordering pizza which include chicken wings, fries
and poutine, salad, and calzones. Domino’s Pizza
also divide market into different income segments
which is focusing on moderate income family which
are able and afford to buy the products.

The customers buy these foods from Domino’s and they eat their lunch in short time and reach to their next
duty. For the office workers and the daily labour who have no time, they can get benefit from this food chain
and they can buy this healthy and nutritious food from there. Our new product which is Joint Multi-Tradition
Chicken Pizza has three flavors of seasonings from different regions. There is the satay sauce for
Malaysians who like to eat satay, and the Japanese-style teriyaki sauce for those who like to eat Japanese
food and the third sauce which is Thai tom yam sauce can meet the three needs of customers at the same
time. In the psychological segmentation of Domino's new Pizza product, the market is divided into upper
middle class. In the demographic segmentation, Domino's Pizza's new product has no age limit. The goal
and focus are everyone in society. Among young people in any society, Domino Pizza has the most
demographic data. Both men and women focus on domino pizza, and gender has no effect here.

17

Product Differentiation

And Positioning

Product position is the way that the consumers define products based on important attributes. Compared
with competing products, the product's position in the minds of consumers. In order to build a profitable
relationship with target customers, marketers must understand customer needs and provide better
customer value than competitors. The success or failure of a new product depends on the correct product
positioning used. In addition, the process also involves segmenting the market based on the behavior and
characteristics of buyers (Mullins & Walker, 2008).

Domino's Pizza distinguishes itself from its competitors through the
following advantages:

Domino’s is proud of its consistency and logistical operations, which can reduce
administrative costs and provide pizza with cheaper price. Due to the current demographic
changes and the changes in communication methods, Domino’s must adjust its current
cost leadership strategy in order to gain more market share and maintain the industry's
leading competitors. Domino's pursuit will be a differentiation strategy. Domino’s may win
more customers from market segments that do not yet consider Domino’s an appropriate
dining option. If Domino’s chooses to focus solely on the leadership strategy of reducing
costs, it will help them to maintain their existing customer base and gain more low-price
shoppers by leveraging its known functions and core competencies. Gain greater market
share in sub-markets.

Following an integrated cost leadership and differentiation strategy. Domino’s will still
be able to maintain competitive prices while developing new products which will attract
new market segments. For the alternative evaluation, the primary strategy that
Domino’s can use is a differentiation strategy. The implementation of this strategy
means that Domino’s companies need to find new suppliers to obtain higher quality
raw materials. Financial support in the value chain will have to be checked to
understand where to find and allocate capital to make this strategy work. For
Domino’s, to change the differentiation strategy, they need to obtain new tangible and
intangible resources to implement the strategy, and create new capabilities, thereby
bringing new core competitiveness and gaining a competitive advantage in the market.
Second, Domino’s can pursue a lower cost leadership strategy. In order to pursue a
lower cost leadership strategy, Domino’s must cut costs in terms of food quality and
supplier selection. Although this may reduce their costs, but it may cause them to
return to the negative image of "taste like cardboard." Due to the taste of the product,
it is safest for Domino’s to lay off employees in other areas such as marketing and
advertising to maintain its lower cost leadership strategy. Finally, Domino’s can pursue
a comprehensive cost leadership and differentiation strategy. For Domino’s
companies, this strategy will be the most powerful strategy because it can make them
a pioneer in the industry to use healthier organic raw materials which will attract new
market areas and may decide to transfer products to other places. It enhances its core
competitiveness and industry competitive advantage.

18

Strategic Alternative Implementation Measures Project. In order for Domino's to
implement an integrated cost leadership and differentiation strategy and gain a
competitive advantage in the industry, it will need the suppliers to sell high-quality
ingredients at reasonable prices, and obtain a new structure to support the company,
and finally by the incumbent. The leader initiates and encourages these changes or
appoints a new leader to help implement these changes.

Action plan. Domino’s adopts an integrated cost leadership and differentiation
strategy. They should use existing contacts with suppliers to help them to seek out
new suppliers that can provide organic high-quality raw materials at reasonable
prices. This will help Domino‘s become a pioneer in healthier, higher-quality pizza in
the industry. Although this may cause prices to rise, Domino’s believe that the prices
will not be affected too much negatively as the current organic food industry is
booming in our society recently. The current mixed-function structure could also be
able to cope with strategic changes, but will require revisions to the value chain.
Domino’s plan less focus on cutting costs, and more focus on differentiated products.

The current leader or the new leader will need a transformational leader, which will
implement and encourage the strategy to shift from cost leadership to integrated cost
leadership and differentiation. Pursuing this new strategy will bring many opportunities
and benefits to Domino's in present and future. This will enable Domino‘s to become a
pioneer in the industry and create new markets for other fast food restaurants.

Domino's is a leading food chain and a market leader in providing customers with
high-quality food in a short period of time. People can visit there to get food at very
reasonable prices, eat lunch in a short time, and reach the destination. The food chain
is as strong as it is in industry and commerce, and there is no time to cooperate with
them. Workers and businesses, they must rely on the food in their food chain.
Domino's products used to provide the same menus all over the world, which means
that it uses an undifferentiated positioning strategy. However, Domino's began to
localize its menu and make it more acceptable in the market in recently compared to
its competitors, Pizza Hut. In addition, Domino’s has recently changed its positioning
strategy from product-based to value-based. For Joint Multi-Tradition Chicken Pizza, it
will occupy a clear, unique and ideal position relative to compete the products in the
hearts of target consumers. Domino’s focuses on fresh food in order to establish a
unique and clear position in the hearts of customers. Domino's has a strong brand
name, and they are a leader in pizza marketing. Domino's is firmly positioned in the
hearts of consumers in this pizza menu.

19

Marketing

Programme

Marketing program means the whole/coordinated set of activities you
would like to implement to achieve your marketing objective. But, in
order to achieve our marketing objective, we have to follow the 4Ps for
our guidelines.

PRODUCT

Joint Multi-Tradition Chicken Pizza

Tom yam chicken Teriyaki chicken
from Thai style from Japanese style

110000%%CHhailcaklen

Satay chicken
from Malaysian style

This pizza covered with cheese and
mayonnaise sauce to make the pizza
more delicious.

20

Domino's Pizza

PRICE

We set a lower price because we understand
that the market is price sensitive.
Our overall goal is to obtain the largest market
share by offering lower prices.
Although we use high-quality and fresh
ingredients, we also set Joint Multi-Tradition
Chicken Pizza’s price at the normal price on
the market.

PLACE

Only in

Malaysia,

Japan and

Thailand.

Tom yam chicken Satay chicken
from Thai style from Malaysian style

Teriyaki chicken
from Japanese style

Joint Multi-Tradition Chicken Pizza will be available in Malaysia, Japan and 21
Thailand only. This is because this pizza has 3 different country style flavors
which are satay chicken from Malaysian style, teriyaki chicken from Japanese style
and tom yam chicken from Thai style.

Domino's Pizza

PROMOTION

The goal of our team is to gain the largest market share and we will have to use all

three marketing promotion tools. In particular, advertising through mass media

will provide us with a lot of support.

Short-term sales promotions
we let customers who order pizza online with buy
our pizza at a discount of 50% or more, just to make
our new products familiar with customers.
We also cooperate with food delivery platforms,
such as Grabfood and Foodpanda, so that customers
can get more promotions and buy our pizza at the
lowest price.

Advertising
We will focus on TV advertising and social
media.
This is because advertising through these
media is the most effective way to reach
customers and position our products in
their hearts.
We use attractive high-quality images to
create more perfect effects to create the
advertising to attract viewers.

Publicity
We use Twitter, Facebook, YouTube and other social
networks to promote our products and immediately
urges them to eat pizza through internet
advertising.
We also provide internet coupons to sell more
pizzas.
Most coupons provide discounts for the purchase of
additional second or third pizzas.

22

1.Set the first meeting and set a schedule for
project meetings.

2.Choose a project manager.

3.Develop communication plans for the project.

4.Assign roles for employees to ensure the project

task completion.
5.Create a recipe for the Joint Multi-Tradition

chicken pizza.
6. Calculate the total

costs of making the Joint

Multi-Tradition chicken

pizza. 7.Start to make the Joint

Multi-Tradition chicken

pizza.
8.Design an advertisement

and set a price.

9.Advertise the Joint Multi-

Tradition chicken

pizza on TV, Facebook,
10.Analyze the data of making the Joint

Multi-Tradition chicken pizza.

11.Determine the problem when doing the project.

12.Conclude all the procedures and present them to

the stakeholders.

Implementation 3 months

Plan 23

Evaluation and control

Evaluation control

Evaluation Control
definition is systematic in is the function that can

determining the value, help the project to
character, or quality of check the errors and
something. A good evaluation
is providing information take the
believable and useful to corrective actions.
enable us to do the decision-
Domino uses a
making process. marketing control
system which is
profitability control.

Profitability Control

Profitability control is used to determine the actual profitability of
the firm’s products, territories, market segments, and trade channels.

Profitability control is exercised to examine whether the company is
making and losing money.

In all, business preference is customer satisfaction over other issues.
Domino’s marketing objective priority is profitability, survival, growth

of its product, and brand. Domino rolls out the new product “Joint
Multi-Tradition chicken pizza” and provides it to all customers.This

purpose is to
determine the new products are making or losing money and collect

feedback from
customers to do the research and development (R&D) product.

24

Domino's

SUPPORTING INFORMATION

Domino's official advertisement

Joint Multi-Traidition DOMINO'S PIZZA
Chicken Pizza
It's all
about you

25

Degisned by:
SBSF 1013(02) Group3

1. LIM XIN YUN (A20BS0054)
2. YAP SENG KLAT (A20BS0161)
3. STEPHEN WONG XIN JIAN (A20BS0138)
4. CHENG YUN YING (A20BS0019)
5. SIA KAI YEE (A20BS0124)

26

To find out more
information,

you can visit our
official website.

BY DOMINO'S

love and joy

EXCLUSIVE PREVIEW ON DOMINO'S PIZZA
DOMINO'S APPS!
It's all
about you