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
your company,
product or
service apart
from the
Market Function
 Domino's
Pizza
The UK pizza
delivery and
takeaway
market. This
market was
estimated to be
worth nearly
£450 million in
2000
Field Of
Operation
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'
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.


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.
Marketing
Strategy

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.
Major
competitors


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.
Market Share


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.
Marketing
Objectives/
Targeting Market





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.
.
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
Pros and cons of
owning a Dominos
Franchise