Dominos Pizza

1
Dominos Pizza

• Market analysis Project
• Shannan Johnson
• Period 2

2
Market Function

• A marketing function that identifies products and
  their source and differentiates them from all
  other products. Branding sets your company,
  product or service apart from the

3
Field Of Operation

• Domino's Pizza The UK pizza delivery and takeaway
  market. This market was estimated to be worth
  nearly 450 million in 2000

4
Mission Statement

• "'Exceptional People On A Mission To Be The Best
  Pizza Delivery Company In The World'. This is
  part of Domino's 'Vision and Guiding Principles'
  including these statements

• 'We Demand Integrity
• Our People Come First.
• We Take Great Care Of Our Customers.
• We Make Perfect 10 Pizzas Every Day.
• We Operate With Smart Hustle and Positive Energy'

5
Marketing Function

• To be better than their competitors Dominos Pizza
  Has a heated disc inside of their bags to make
  sure the pizza stays hot for the customer.

• Also they have online ordering and you can build
  your own pizza with All the toppings you
  want,sauce, and extras.

6
Marketing Strategy

• Their biggest marketing objective is slamming
  or speaking poorly of their own product.
• I do think that it works for them because that is
  what makes people want to buy their pizza just to
  see if what was talked about was changed.

7
Major competitors

• 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 that also sell other food, like burgers
  and kebabs. It is estimated that there are as
  many as 4,000 pizza delivery companies.

8
Market Share

• 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 share
  price of 33.52 but has fallen out of investor
  favor since May 2007 when it paid its last
  dividend.

9
Marketing Objectives/ Targeting Market

• 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 popular among people aged
  55 and over, but younger generations have become
  used to the Dominos model and as this group ages,
  the commercial opportunities are sizeable.

10
Pros And cons of Owning a Dominos Franchise

• Pros
• Special Incentive Programs - VetFran
  Participant, MinorityFran Participant and Women's
  Programs available.
• Recession Proof Market - Pizza-eating actually
  increases in recessive markets.
• Established Branding - Domino's offers
  unsurpassed name recognition and National
  Advertising Support to boost local awareness.
• .

11
Pros and cons of owning a Dominos Franchise

• Cons
• Outside Business Interests - Domino's does not
  allow the franchisee to have business interests
  outside the franchise location.
• Ownership Structure - owners cannot slip below
  51 ownership and must oversee store operations
  personally