SCHOOL OF HOSPITALITY, TOURISM AND CULINARY ARTS
BACHELOR OF INTERNATIONAL HOSPITALITY MANAGEMENT
HTM 2222 PRINCIPLES OF MARKETING
BH4
GROUP PROJECT
DOMINO’S PIZZA
FULL NAME
STUDENT ID
NO.
GROUPING
Chantika Zilda Arifin
0303772
2
Elizabeth Stella Alverina
0302621
2
Kevin Gosal
0302138
2
INTRODUCTION
In the modern industry, society recognizes a very wide variety of products available on the market. These products are divided into different categories and quality. Establishing a business can prove to be very hard. Competitors are abundant that proper marketing strategies needed to put into action to get customer’s attention and ultimately their loyalty. In this report, our group will evaluate the marketing principles that have been applied by the famous pizza brand Domino’s Malaysia.
Domino’s Malaysia has been established since September 1997 by Tom Monaghan, the founder of Domino’s Pizza Inc. itself. In 1998 Domino’s Malaysia commissary was recognized in the Annual Domino’s International Audit as the Best Commissary in Asia Pacific. Then in the same year Domino’s Malaysia also holds the first Fastest Pizza Maker Competition. In 1999, Domino’s Malaysia launched its Delivery Number “1300-888-333”. In December the same year, Domino’s expanded its operations to the state of Johor. Domino’s Malaysia also embarks on another 6-month charity campaign to aid two charitable homes, Rumah Ozanam and Montfort Boys Town through the Domino’s Community Support Programme by raising a total of RM 20,000 for both homes. Still in 1999, ‘Domino’s Millenium Gold Card’ launched in November, offering customer a Buy 1 Free 1 Privilege. In 2003, Domino’s launches Malaysia’s first fastfood on line ordering portal (recognized by the Malaysia Book of Records). In 2005, Domino’s partners with Dato’ George Ting resulting in rapid store expansion. In 2006, Syed Zubair Abdul Hamid, a Domino’s pizza employee sets a new record for “Fastest Pizza Maker”, making 3 large pizzas in 69 seconds (recognized by the Malaysian Book of Records). In 2008, Domino’s Express Card was launched in January, offering a Buy 1 Pizza Free 1 Privilege. Still in 2008, The New York crust was introduced to the Malaysian market. This featured the very first extra-large 15-inch pizza by an
international franchise pizza brand in Malaysia. In 2009, Domino’s unveiled an all new pizza crust, the Puff Crust. This was the first puff pastry pizza in the country.
In 2010, Domino’s Pizza Malaysia received the 2010 Gold Franny Award, a distinguished Achievement Award of The International Franchise Association of The Domino’s 50th Anniversary Worldwide Rally Las Vegas. Domino’s also declared itself as ‘The Ultimate Pizza Delivery for Football Fans’. Domino’s Pizza launched its Football Carnival micro site in conjunction with the 2010 World Cup, offering Malaysian football fans a comprehensive gateway to experience the upcoming football extravaganza. The Football Carnival Final Playoff was the finale to the Domino’s “Nobody’s Crazier for Football Fans than Us” campaign. Held in conjunction with the recent world football extravaganza, the campaign featured attractive promotions, desirable limited edition collectible shot glass featuring 9 countries. A total of nine weekly winners also showed up for the Final Play-off event. The Grand Prize winner bagged herself two free tickets to South Africa worth a total of RM15,000. “Domino’s Fantasy Football” was officially launched, allowing participants to create their own fantasy football team by virtually “buying” players who play during the 2010/11 EPL season with points earned based on the actual players’ performances on the pitch. And then, in conjunction with the summer blockbuster The Green Hornet, Domino’s gave fans a chance to bag the Grand Prize of a pair of tickets to The Green Hornet Premiere Red Carpet event in Singapore with Domino’s Packed with a Punch contest. In the same year, Domino’s Great Pizza Service (GPS) pizza tracker system was introduced at all Domino’s Pizza outlets in Malaysia. This first-of-its-kind system in Malaysia enables customers to track their pizzas at every stage of the delivery process. Domino’s Pizza also held a special session for Syed Zubair bin Abdul Hamid to showcase his pizza making prowess. The talented 28-year-old District Manager of Domino’s Pizza Malaysia represented Asia Pacific beating Singapore, Japan, India, Korea and Taiwan in Domino’s World’s Fastest Pizza Maker Finals
in Las Vegas, USA held in conjunction with Domino’s 50th Year World Wide Rally and competed against 12 fastest pizza makers from 9,000 Domino’s stores across the globe. Domino’s Pizza held a unique annual initiative called the Domino’s Pizza “Secrets of Super Students” Seminars, which teaches students a multitude of studying techniques and self-improvement tips. The programme is part of Domino’s Supports Schools Programme (DSS), which is a comprehensive initiative designed to complement Malaysia’s education system. Clearly, the year 2010 was the best year for Domino’s Pizza Malaysia.
With all these achievements, there should be no objection should we categorized Domino’s Malaysia as one of top fast food franchise in Malaysia. We believe that reaching this milestone is really hard even for an international franchise like Domino’s. This is the main reason we chose Domino’s Malaysia as the subject of our report. We will evaluate the marketing principles that Domino’s Malaysia has applied to grab the attention and loyalty of Malaysian.
MARKETING ENVIRONMENTS
Every company ofcourse has their marketing plan. Managers should coordinate with top management and various company departments. Domino’s pizza is not only about food and beverage. When they start the bussiness. They should also think about what they need for the company. There are a lot of plans and action that has to be made. They should coorperate with other companies, not only from food and beverage companies, but also from decoration company, venue or buildings company, lights company, furniture company and many other more. Domino’s pizza also need to follow the trend, meaning that, they should know what pizza flavour does customer wants, what type of pizza does customer wants, because trends is always changing time by time so they should always follow and do some research about it.
Domino’s pizza is not using any marketing intermediaries. They promote themselve without any help from others. They make brochures, advertisements in television, or even promote their product in the radio or internet. They pay for the advertisement and make it as creative as possible to attract people to buy their product. They have to make the advertisement unique, not like any other pizza company and especially don’t ever copycat a company. To make domino’s pizza customer loyal, domino’s pizza always follow and study what their customers need. Sometimes customers get bored to have the same product all the time. That is why domino’s pizza create different types of pizza with different kinds of flavours. They create a lot of new things. One example of something different that they have created is there is stuffed crust pizza (cheese in the edge of bread of the pizza). When pizza first came, there ws no such thing as that. They invented the crust pizzas about 5 years ago. They also have international markets which is, for example in Malaysia, they make a curry flavour because here in Malaysia, people like curry flavour or something that is spicy and got a lot of spice. They follow the taste of each country and tradition.
There are a lot of competitors for Domino’s Pizza. There are Pizza Hut, Papa John’s, Little Ceaser Enterprises and many other more. Domino’s pizza should have a strategy so that their customers will not choose another pizza restaurant except Domino’s pizza. They can do it by promoting their product, make a promotion, discount or even create a new thing as mentioned already before. They must make new things, new pizzas and invent a creation of pizza which has never been created by other pizza company. Domino’s pizza also promote their product in public. For example, they advertise it on television, radio, and also they put their advertisement in the internet such as Youtube, Facebook, as well as creating a Facebook fan page of Domino’s pizza. Not only that. They also put their posters in buses, cars on the road and once they also be a sponsor for some events. They put a big picture of Domino’s pizza and put it in the events.
Everybody likes Domino’s pizza. Girls, boys and every age from children until adult. Most of the customers are teenagers. And most of customers is from US because they like to eat fast food. Before selling their product, Domino’s pizza should know the population, age, location and ethnic and some other things so that they will know which target or customer gives more benefits to them. Location is also very important. Some country is not used to eat pizza, so Domino’s pizza should choose where they want to open their restaurant which they can get a lot of customers. Some of the customer is now well educated. They think about their health more. In this case, Domino’s should make a vegetarian pizza, or maybe even an organic pizza which is made by natural spices. As mentioned before, Domino’s pizza should really follow and study the trends.
For the cultural, there are some countries that are moslem countries, like here in Malaysia. Moslem people don’t eat pork. So Domino’s pizza should not make pizza that contains pork. But maybe in US or any other country, pork is allowed. We should really follow the country’s cultural. In the economic, Domino’s pizza should give the price equal to the quality of the pizza and make it reasonable. Do not give prices which is not reasonable like giving a fine dining price just for a pizza. Domino’s pizza also should think about the utility bill for their restaurants and any other expenses. In political aspect, similar actions with cultural aspects is needed. Domino’s pizza should follow whatever rules that the country gives. Therefore, wherever country domino’s pizza will sell their product, they should follow the rules and laws of that country that brings a good image to the company.
In technological aspect, Domino’s pizza already did a technological advertisement. They advertise their product in the internet, design the posters, and doing E-Commerce with high technology practices. Nowadays, technology becomes more modern and easier to use. So it is so beneficial for Domino’s pizza in using a high technology to promote their product. And with a high technology, domino’s pizza can also easily do their research about trends among
customers nowadays so they can fit into it. With a high technology, everything is easier. At the same time, Domino’s pizza needs to look more to natural aspects, meaning that they need to use natural spices without wasting it. Because actually wasted foods or ingridients can also cause loss. Reduce pollution is also one of the choices to keep natural. Besides getting benefits, Domino’s pizza also need to keep their customers healthy.
MARKET SEGMENTATION
Domino’s target market segmentation is the consumer who is looking for inexpensive pizza quickly. Customers are very price sensitive; higher prices have historically led to decreased sales. Domino’s does not offer dine-in areas at it stores, instead focusing on delivery and carryout customers. Demographically, Domino’s appears not to have a specific target. Instead, it seems that Domino’s targets markets with the greatest number of people. It follows that Domino’s has sought to become a leader in online pizza orders, so it can reach the greatest number of consumers possible while also improving its ability to meet customer demand.
MARKET TARGETING
Domino’s had targeted mostly a young generation which are the college students or working people, because this type of customer that like to be serve very quick like a fast food. It also targeted customers that always like to make a delivery calls because Domino’s have a delivery service for the customers to eat at home without making them to have a great times in their own home.
MARKET POSITIONING
Domino’s has positioned itself well to reach the customer who values quick-service pizza. Domino’s uses geographic information software to locate its stores in optimal locations. The
majority of domestic stores are located in and around highly populated large or mid-sized cities or near college campuses. In FY 2009, Domino’s posted a 92% on-time delivery rate and had an average time of 12-15 minutes for pizza order-taking and production. In the past, Domino’s created the 30-minute delivery guarantee and also marketed its use of the HeatWave insulated delivery bag to keep delivered pizzas hot. Today, Domino’s has achieved significant online orders through its website, successfully reaching that growing segment of the market.
Domino’s revamped pizza has been very successful and has generated significant sales growth since being introduced. Additionally, our survey data showed that poor taste was the leading reason why customers avoid Domino’s. Domino’s has used the new product to address this major weakness. Given the positive results, it appears Domino’s has been able to generate trial purchases from customers who previously had excluded Domino’s from their dining options.
PRODUCT
The current Domino's menu features a variety of Italian-American entrees and side dishes. Pizza is the primary focus, with traditional, specialty and custom pizzas available in a variety of crust styles and toppings. In 2011, Dominos launched Artisan style pizzas that offer a base blend of rich flavors to compliment chef inspired toppings. Additional entrees include pasta, bread bowls and oven-baked sandwiches. The menu offers chicken side dishes, breadsticks, as well as beverages and desserts.
From its founding until the early 1990s, the menu at Domino's Pizza was kept simple relative to other fast food restaurants, to ensure efficiency of delivery. Historically, Domino's menu consisted solely of one pizza in two sizes (12-inch and 16-inch), 11 toppings, and Coca-Cola as the only soft drink option.
The first menu expansion occurred in 1989, with the debut of Domino's deep dish, or pan pizza. Its introduction followed market research showing that 40% of American pizza customers preferred thick crusts. The new product launch cost approximately $25 million, of which $15 million was spent on new sheet metal pans with perforated bottoms. Domino's started testing extra-large size pizzas in early 1993, starting with the 30-slice, yard-long "The Dominator".
Domino's tapped into a market trend toward bite-size foods with spicy Buffalo Chicken Kickers, as an alternative to Buffalo Wings, in August 2002. The breaded, baked, white-meat fillets, similar to chicken tenders, are packaged in a custom-designed box with two types of sauce to "heat up" and "cool down" the chicken.
In August 2003, Domino's announced its first new pizza since January 2000, the Philly Cheese Steak Pizza. The product launch also marked the beginning of a partnership with the National Cattlemen's Beef Association, whose beef Check-Off logo appeared in related advertising. Domino's continued its move toward specialty pizzas in 2006, with the introduction of its "Brooklyn Style Pizza", featuring a thinner crust, cornmeal baked in to add crispness, and larger slices that could be folded in the style of traditional New York-style pizza.
In 2008, Domino's once again branched out into non-pizza fare, offering oven-baked sandwiches in four styles, intended to compete with Subway's toasted submarine sandwiches. Early marketing for the sandwiches made varied references to its competition, such as offering free sandwiches to customers named "Jared," a reference to Subway's spokesman of the same name.
The company introduced its American Legends line of specialty pizzas in 2009, featuring 40% more cheese than the company's regular pizzas, along with a greater variety of toppings. That same year, Domino's began selling its BreadBowl Pasta entree, a lightly seasoned bread bowl baked with pasta inside, and Lava Crunch Cake dessert, composed of a crunchy chocolate shell filled with warm fudge. Domino's promoted the item by flying in 1,000 cakes to deliver at Hoffstadt Bluffs Visitor Center near Mount St Helens.
In 2010, shortly after the company's 50th anniversary, Domino's changed its pizza recipe "from the crust up",making significant changes in the dough, sauce and cheese used in their pizzas. Their advertising campaign admitted to earlier problems with the public perception of Domino's product due to issues of taste.
Since the companies stock low in late 2009, the company's stock had grown 233 percent by late 2011. Even as the economy has suffered and unemployment has risen, Dominos has seen its sales rise dramatically through its efforts to rebrand and retool its pizza
Domino's serves Coca-Cola products, and as of January 2012 is the only "Big Four" pizza chain to do so. Rivals Papa John's Pizza and Little Caesars sold Coca-Cola in the past (Pizza Hut, due to its previous ownership by PepsiCo, has a lifetime contract to sell Pepsi products.), but both switched to Pepsi in 2012 and 2007, respectively.
In September 2012, Domino's announced it was going to roll out pan pizza on Monday, September 24, 2012. It should be noted that following this move, Deep Dish was discontinued after 23 years of being on the menu.
Basic Elements of A Product (Domino’s Pizza)
2. Actual Product (Product Attributes)
a) Features – The features of Domino’s pizza is basically a round shape with 4 different sizes that contain from personal pizza that is 6 inch, regular pizza that is 9 inch, large pizza that is 12 inch and the last one is extra large pizza that is 15 inch. The color of the pizzas are normally all the same, it is just depends on the flavor what the
customers want.
b) Quality – The performance of the pizza is basically satisfied for the customers. The cost prize of Domido’s pizza is reasonable and it is not so expensive.
c) Styling – The decoration of the shop is very simple, consist of 3 main colors that is blue, red and white.
d) Brand name – The name and the logo is very related to each other. The logo is a picture of Domino card and that’s why the name of the product is Domino’s. e) Packaging – The wrapping for the customers who want to take away the pizza is
basically neat and tidy, and they will tied it up so that the customers will easily carry the pizza away.
3.Augmented product (Marketing Support Services)
This product giving a delivery serviced for the customer until 12A.M as their limited time, the warranty of this service is that they delivery at least 30 minutes as their maximum time, when they exceeded the time they will give free coupons to purchases the next delivery pizza in their company.
PRICE
In pricing strategies, Domino’s pizza is doing good. They also make a lot of promotions. The price is reasonable for a pizza. Recently, they do a promotion called RM 0.10 for a pan of pizza. And if they come late for the delivery, they will give you one pan of pizza for free on
your next order that actually attract customers to buy Domino’s pizza. In pricing, Domino’s Pizza should think about the service charge, utility charge, taxes, and others expenses. They cannot get loss, so they have to think about the price that can cover all of the charges that they have made and make some benefits. With looking at the price, Domino’s Pizza can also compete with their competitors that is trying to get Domino’s pizza’s customers. So, Domino’s pizza can mark down their prices without decreasing the quality of the product. This is how they can compete with each other. However, it really isn’t advisable to get loss because of marking down the price. In that case, Domino’s pizza should also think and calculate all of the calcuation, from expenses, revenue and so on. There are some things that Domino’s pizza can do. They can maintain their current price and do nothing, or they can also maintain their current price and do more promotions and advertising. Another one is follow their competitors pricing, or the last choice is decrease their price without getting loss. So basically, in pricing, we should be smart and know our competitors pricing as well. Because if the competitors can make the same pricing with Domino’s, then they might get Domino’s pizza customer’s attention. If that happens, they ususally make the taste better. So, a good taste of food and with a good price can attract people to come and buy your products.
PLACE/ DISTRIBUTION OF PRODUCTS
For Domino’s Pizza Company that is well known all around the world, the distribution principle is very meaningful to them to keep their image in the industry, assist their customers with Domino’s Pizza products and services wherever and whenever the customers prefer, ensure the smooth operation of delivering products and services, as well as generate sales and profits. Therefore, several distribution principle’s methods has been applied, and below are the evaluation of each method that Domino’s Pizza use for their products distribution.
To maintain a relationship between the supplier and the reseller, channel organization principles is always needed with looking into channel width and channel length aspects. For Domino’s Pizza Company, the type of channel width that is being used is Intensive Distribution, which means the organization is attempting to make products and services available through as many outlets as possible. This can be seen by the proof that Domino’s Pizza outlets are build almost in every area and district in almost every countries around the world, although it is originated from Australia. In Selangor area itself, Domino’s Pizza has already had 36 outlets to serve their customers, therefore the intensive distribution method has been applied by this company.
Since Domino’s Pizza Company is categorized as fast food industry, the channel length aspect that they have is using direct channel method to reach their customers, as the delivery of products and services happen between Domino’s Pizza directly to their customers through out the area. As expected from the company’s motto “World’s Leading Pizza Delivery Expert”, Domino’s Pizza Company excel in their delivery services which allow customers to just order from home instead of walking into the outlet themselves. The numbers of outlets that is provided by the company through out every area also helps the delivery process by a lot, so they can reach their customers within mere of times for each delivery orders. To help with the delivery process, they also provide hotline numbers so customers only need to remember one number to order pizza from every area, as well as the GPS tracker for the customers to check if their delivery is already on process or not.
To maintain the relationship between supplier and Domino’s Pizza Company Malaysia, a channel management has to be implied in their marketing strategy, so the cooperation between Domino’s Pizza Company and their supplier remains smooth, because other than being a seller of pizza to their customers, Domino’s Pizza Company is also a customer for their ingredients supplier, such as flour, meats, vegetables and sauces suppliers. Based on the
theory, channel management could be divided into 3 approaches, from channel power, channel leadership, and vertical marketing systems.
Based on the research about Domino’s Pizza Company Malaysia, the company is actually applies Legitimate power with their suppliers for their channel power approach. This means that the Company expects their partners and suppliers to behave based on what already stated in the agreement or contract between both parties. For example, for the flour supplier, Domino’s Pizza Company Malaysia will expect the supplier to always give them the only particular flours that they requested in the exact amount that matched with Domino’s Pizza needs. Same thing also goes to the sauces and meat suppliers. If Domino’s Pizza Company ordered the premium quality of beef for their pepperoni, the premium quality of beef should be given, because they already agreed to each other through a contract before hand. Therefore, by using legal contract, the Domino’s Pizza Company can expect their cooperation with the suppliers to be run exactly as what stated in the contract.
The Domino’s Pizza Company Malaysia also stands as the leader channel among their suppliers, because they are a large company and they are financially stable rather than their suppliers. However, the company doesn’t seem to apply the vertical marketing system with their suppliers because rather than cooperating to generate sales and reduce cost together, the Domino’s Pizza Company Malaysia is more to be independent and thinks to generate the sales and profits by themselves.
Domino’s Pizza Company Malaysia is a Franchise company that is originally came from Australia. As a franchisee, there are some advantages and disadvantages that Domino’s Pizza Company Malaysia has.
Advantages of a franchisee: Established product/service
As a franchisee, the Malaysian company doesn’t have to think or developing the menu since it’s already been set by the franchisor.
Technical/managerial assistance
As a franchisee, Domino’s Pizza Company Malaysia will surely receive managerial assistance and training before they officially open the franchise in their company, thus less stress occurred for the high managerial positions.
Quality standards
Since it is a franchise company, a same standard will always be one of the main issues. By using standardized recipes, the quality standards of each food could be achieved so that customers can enjoy the same taste of domino’s pizza all around the world.
Less operating capital
Based on the contract that has been signed by the franchisor and the franchisee, the franchisor would usually help the franchisee in their operating capital since they belongs to one organization.
Opportunities for growth
As a franchisee, obtaining a name that has been well-known all around the world will create better image for them to start with and it would be easier for the Malaysia’s branch to gain customers from the first place, rather than building a whole new name and image of a company.
Cooperative advertising
Because both franchisor and the franchisee belongs to same organization, the advertising would often be cooperative, as the franchisor would help the new franchisee in promoting their products, so the franchisee doesn’t really need hard work in doing promotion.
Disadvantages of a franchisee: Additional fees/expenses
When buying franchise license from the franchisor, the additional fees will be occurred as buying the license is not a cheap option. Therefore, although there will be less operating expenses, the franchisee should prepare additional fees in time of purchasing the franchise license.
Loss of control
As a franchisee, the franchisor would be the highest management position and decision maker in every situation. Therefore, the franchisee owner cannot really have power of controls of his/her restaurants since the decision would always be determined by the franchisor.
Difficult to terminate
Due to the contract that has been signed between franchisee and franchisor (Domino’s Pizza Company Malaysia and Domino’s Pizza Headquarter Australia), the owner cannot easily terminate their business if the income is low, because a certain amount of time of business operations has been set in the contract before hand. Therefore, if there is loss happened in certain outlet, the owner of the outlet still need to think about alternative ways to fix the problem instead of closing down the shop individually.
Pooled performance
As a franchisee that is under one organization, usually the franchisor would evaluate not only one outlet’s performance, but also other outlets’ performances one of a time. Therefore the cooperation of each franchise outlets is needed to obtain great evaluation from the franchisor and remain in the industry.
As mentioned earlier, because Domino’s Pizza Malaysia is using direct channel method, they don’t have any intermediaries that help them sell to the customers, as the company itself is already enough to directly sell their products and services to their customers. However, they still use different kinds of media to promote their products and services to the customers, such as using magazines, TV commercials, company’s website and social network media like facebook page to connect and interact with customers better. Besides that, the option of ordering online also available in their own site which allow customers to order with just clicking on the items that they want to order.
PROMOTION
We believe that the key to successful business is always about promotion. Domino’s Malaysia was able to reach to its customers, providing what they want. It understands exactly what drives its customers. It applies a very carefully planned strategies and now harvesting the results. The very heart of Domino’s Malaysia promotion strategy is to let people have a relationship with itself and create long-term packages so that people will still buy from Domino’s. This part will analyze Domino’s Pizza Malaysia’s Promotion Mix.
a.) Advertising
Domino’s Pizza Malaysia has appeared in a lot of newspaper distributed around Malaysia. But the media that Domino’s Pizza Malaysia used most is the internet. Domino’s Pizza Malaysia has a Facebook page where all news and promotional packages posted. This is a better strategy rather than sending newsletters to customers, because society nowadays can access internet 24/7, and the most social media accessed is Facebook. According to recent research, 13 384 560 Malaysians are Facebook users, which equals to 51.16% of total population of Malaysian. To reach
the other 48.84% of Malaysians, Domino’s Pizza has come up with brochures and coupons, which will be explained further on the next promotion mix. Domino’s also came up with the idea of ordering online, which is also a very good promotional channel.
b.) Sales promotion
Domino’s Pizza Malaysia used sales promotion massively to promote their products. A lot of packages and coupons are given to customers to attract them more. Domino’s has two promotional categories, short-term (limited time only) and long-term promotion. Example of limited-time promotion, recently, Domino’s Pizza Malaysia introduced its newest pizza; 7-Meat Wonder. Domino’s created a limited time promotion whereas 7-Meat Wonder Pizza comes with no surcharge for First Class Topping. Their long term promotion is a redeemable coupon that customers received if pizza delivery is conclude later than 30 minutes after order time. The coupon offers the customers 1 Free Pizza for the next order, making customers tempted to make another order for the extra regular pizza. This is a deal that the mindset of most people loves to receive. The latest biggest promotion of Domino’s Pizza Malaysia is 10 cents for one Pizza. But the terms and conditions suggest that customers have to come to the restaurant to get this deal. This means that, most people will make additional purchases on the restaurant, given thought that customers will come in groups and the pizza size wouldn’t satisfy all of them.
c.) Public relations and publicity
Domino’s Pizza Malaysia is excellent at obtaining good image and public relations. Domino’s Pizza Malaysia introduced a lot ‘localized’ items that create an image that the international fast food franchise has a high appreciation of Malaysian cuisine. A great example of this is the Banana Kaya Dessert, a delectable offering of kaya,
banana slices and icing sugar on a pizza crust, is introduced. A product uniquely Malaysian. Another steps that Domino’s has taken is to introduce what public loves most, by offering promotional package that includes trending entertainment attribute in them. Latest promotions that include this is a contest to get War of the Worlds: Goliath movie tickets, Malaysia’s first stereoscopic 3D animated movie. 2010 was the year Domino’s done a lot promotion that include public entertainment, like Green Hornet and Football Extravaganza.
d.) Personal Selling
Domino’s Pizza Malaysia has two ways to let customers order from them, online or by telephone. Of course, personal selling is always done by telephone. When ordering by telephone, they always do a good personal selling. Apart from ordering, if customers take the courtesy to come to their restaurant, then personal selling will be highly used. One thing that we analyze is that the staff will always talk about their latest promotion to the customer.
CONCLUSION
Therefore, It has been concluded that Domino’s Pizza had done a good job in order to reach their customers using all the marketing principles given, however we think they need to develop vertical marketing systems with its suppliers to maintain good long-term relationship and reduce costs of their raw materials such as vegetables and meats even though it would probably lessen up some of their revenues.
