Domino's Marketing Plan Essay example

4680 Words 19 Pages
Domino’s Pizza Goes Natural
Nicole Phillips
MKG310 – Introduction to Marketing
Colorado State University – Global Campus
Professor Michael Aubry
October 25, 2015

Executive Summary
The pizza industry is a mature and highly competitive market, while the organic/natural and vegetarian market is one that is seldom addressed, yet consumers are increasingly showing their interests in such foods. Domino’s Pizza has the opportunity to be an innovator in this groundbreaking field, and by only seeing a slight increase in costs of sales and advertisement, creating and releasing menu items that are organic/natural based or vegetarian will help Domino’s dominate the competition, while gaining three new market segments and positive PR. The
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Domino’s Pizza values their customer’s opinions and overall satisfaction above all else, and in 2009 when the company was voted into a tie for last place with Chuck-E-Cheese for worst pizza, they embraced transparent communication and launched a marketing campaign that most deemed “insane”; Domino’s announced to the world that they realized their pizzas were terrible quality, and they would be relying on consumer’s feedback to fix the problems with their recipe (History, n.d.; York, 2010). This unheard of strategy was a massive risk for the pizza company, but after eighteen months of trial and error, their new and improved pizza was released, and resulted in Domino’s Pizza experiencing a record-breaking revenue jump of 14.3% by the end quarter one in 2010 (Le & Pashut, n.d.). The following marketing plan proposes another groundbreaking revolution for Domino’s Pizza to stay ahead of

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