Domino's Pizza marketing Mix Analysis

 

Domino’s Marketing Mix

Marketing mix is consisting of 4 P’s which are Product, Price, Place and Promotion. With additional 3 P’S which are process, people and physical environment. Most of the additional 3 P’s of Domino’s are discussed here within the first 4 P’s. The following article will hopefully clarify anything relating to the marketing mix of the brand Domino’s.  

Product of Domino’s 

Pizza is the main product of domino’s. because of their product and marketing success now when consumers hear about Domino’s they naturally think of pizza. Domino’s pizza has different kind of pizza’s in their menu.  

They offer pizzas in different tier like New Yorker Range, Premium pizza, Traditional pizza, Value range, Vegan range, Gluten free or you can even make your own pizza in some specific stores where they give the option. Here are some of the pizza they offer for their customers across different stores in different countries.

NEW YORKER RANGE

    The big Philly cheese steak, the big cheese, the, big ham and pineapple, the big pepperoni & sausage, the big three meats, the big Pepperoni, sausage & mushroom

TRADITIONAL PIZZA

 Loaded pepperoni, chipolata steak, avocado veg, godfather, Vegorama, Hawaiian, supreme, BBQ meat lovers, double bacon cheeseburger, Philly cheese steak

PREMIUM PIZZA

 Reef, steak & bacon, garlic chicken & bacon ranch, chicken, bacon & avocado, mega meat lovers, chicken & Camembert, peri peri chicken, BBQ chicken & rasher bacon, garlic prawn, loaded supreme

Other than a big collection of pizza in their menu domino's offers pasta, chicken wings, pasta, submarine sandwiches, desserts and drinks to their valued customers. Domino’s always looks to improve their menu with innovations in pizza and other items. Their recent addition is vegan pizza for veg customers around the globe. they are continuously trying to target more customer base with innovative pizza like glutton free pizza.

Pricing of Domino’s pizza

Domino’s is now implementing a new pricing strategy that is called “barbell” pricing strategy. The term refers to a pricing strategy that tries to balance the customer demand by offering both cheap and premium pricing. Domino’s offers less pricey pizza like hand tossed pizza in and premium priced pizza like Honolulu Hawaiian Brooklyn style pizza. 

Domino’s tries to vary their price range from cheap to premium to target a large category of customers. This is why they have a wide range of products with varied range of price tags to their products. Their lowest priced hand tossed pizza (small 11 inch) and crunchy thin crust (small 10 inch) costs $5.99 and their highest priced pizza Spinach & Feta (Brooklyn Style), Wisconsin 6 Cheese (Brooklyn Style), Honolulu Hawaiian (Brooklyn Style) etc. pizza cost around $17.99. They also drink, desserts, pasta, soft drinks which is priced comparative to the pizza items. 

Domino’s pizza price their products higher than their close competitor McDonald and Pizza Hut. Pizza Hut has a similar menu of wide range of pizza. Their price is lower compared to the menu price of Domino’s. The reason behind this can be the strong loyal customer base of Domino’s and their reputation of good quality pizza.        

Place of Domino’s

Domino’s pizza sells on around 3 million pizzas in their restaurant chain around the world. How do they accommodate such a huge operation on a daily basis? The answer is they have implemented a very successful delivery system that they use to accommodate such a sale. Domino’s has their own restaurant setup for walk-in customers and also option to order their pizza online and get them delivered to your home. 

In the past domino’s provided 30-minute pizza delivery offer guaranteed. Customers could have a free pizza if the pizza didn’t reach the customers home in time. 

Domino’s has around 16,100 restaurant franchises in 84 countries all over the world. They provide good quality service through their restaurant chains. It is very effective way to sell their product in countries where online deliveries are not that popular. They can use their restaurant chains as delivery hub and pizza making factory for their online sales. 

Domino’s always tries to tale their delivery system one step further. This is why they are always using modern methods and technology to deliver goods. Now domino’s sells most of their products through their online delivery system. They take general or customized pizza orders through their website and deliver them with their own or delivery partners. Domino’s introduced their pizza delivery tracker through which customers can track at what condition their pizzas are at the moment. Recently Domino’s and car company Ford are working on a project where pizzas are going to be delivered through driver less cars.      

Promotion tools of Domino's 

Domino’s has history of promoting their products through creative and unconventional means. As their products are mostly sold through online order, they have adopted to promote their food products through online as well. Domino’s mostly uses internet sales offer, TV ad, coupons and word of mouth to sell their pizza. 

Domino’s uses twitter, Facebook, YouTube and other social networks to promote their products and to create an instant urge towards eating their pizza through internet ads. They also provide internet coupons to sell more pizza. Most of the coupons gives discount for buying an additional second or third pizza.

Busiest days for domino’s pizza are New Year’s Eve, Super Bowl Sunday, Thanksgiving Eve, New Year’s Eve and Halloween. Domino’s shows TV ads and uses discount coupons for attracting sales on those days. Domino’s uses different campaigns to create positive word of mouth through their customers. They also use different opportunities to create Buzz among internet and promote the brand.  

Personal review plays a big part in domino's promotion. As always Domino's thinks word of mouth is their best source of advertisement for their pizza. And that's the truth. Loyal consumers are making most of the pizza purchases from Domino's and this is why they are providing more emphasis on this method of advertisement.