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The Dominos brand analysis consumer perspective...

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Domino’s Brand Analysis

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Table of Contents Brand Overview..........................................................................................................................3 The Target Market.......................................................................................................................4 Brand Personality........................................................................................................................6 Maslow's hierarchy of needs.......................................................................................................8 Domino’s Marketing activity analysis........................................................................................9 Results and Benefits..................................................................................................................11 Future trends.............................................................................................................................12 Reference..................................................................................................................................12 Appendix: Domino’s Marketing activities................................................................................14

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Brand Overview Dominos Pizza Inc is the owner of Domino’s brand which is listed American company founded in 1960. Tom Monaghan and Jamesm have founded this store after buying then Dominick’s pizza store. It was stated in Cision PR newswire online (04 March 2019) that it ranked out of the world class public restaurant brands with an international enterprise of more than 15,900 stores. Domino was renamed as Domino’s remained a privately owned company. Domino's brand has held the exclusive master franchise rights and network in Australia. This brand is recognized as a popular and fastest growing international pizza chain. It has been equally better quality, service, and freshness. Domino’s are composing their marketing mix by using the four Cs which customer solution, cost, conveniences, and communication rather four Ps (Dean 2010). The company's innovative ideas, a commitment to providing highquality products, and a commitment to the customer base helped keep it at the top. All strategies are aimed at fulfilling this commitment. The delivery box is planned to keep all hot and fresh. Domino’s has considered on a unique concept of localizing the flavors to enter the market. There are three different sizes pizza with divergent varieties and include vegetarian and non-vegetarian variety also. Chicken, bread side, beverage, and desserts also have been introduced in the menu.

It was stated in Cision PR newswire online (04 March 2019) that Domino's generated a large number of sales through digital channels and has formed innovated ordering platforms, including Facebook messenger, Apple watch, Google home, Amazon Echo, Twitter and text message using a pizza emoji. Their expertise and passion for the delivering hot, fresh pizza have earned several awards and loyalty of millions of pizza lovers.

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The Target Market Segmentation variable can be categorized as general level (age, education, gender, lifestyle, etc..), Domestic specific level (product usage frequency, substitution, attitude, etc..) and Specific level (Brand loyalty, brand preference) (Evans 2003). There is no specific target market as it is offer something for everyone who has preferring tastier and healthier foods. Considering general segmentation variables, Domino's targeted market defines as a family product. However, the target markets are a consumer between the age of 18 – 35 who likes to enjoy outside meals and the family who want to enjoy a warm pizza sitting in the comfort of their home or anywhere. The Young children and kids are demanding the unique choco lava. This is the reason its positioning as number one in a pizza delivery, and a famous brand. In addition, they are aiming couples where both are in the corporate sector, and deliver a quick and easy meal for working individuals.

According to geographic factors, Domino’s are targeted urban and suburban people rather than rural people and locate their stores in an urban area which show in figure 1. Domino’s mainly focused on the geographic segmentation strategy. When it gained access to India Domino’s has localized its menu. They understood that, cow is scared and indian’s loved for spicy so domino’s replaced pepperoni, beef-based toppings with spicy chicken.

When considering lifestyle, People who are upper- and middle-class family background are the target audience. By introducing new concepts to a consumer collaborating with innovation and technology, they target loyalty customers and the customers who visit regularly to get their daily meals under behavioristic factors. They could benefit by ordering healthy or cheapest but tasty pizza.

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Figure 1: Domino's stores' distribution in Hobart

Brand Personality ‘Brand personality involves assigning the set of human personality traits that are both applicable to and relevant for brands’ (Azoulay & Kapferer 2003, p 151). Brand personality is a set of human characteristics which are reminded by a brand (Aaker 1997). BMW is recognized by consumers are “high class”, Coke and Pepsi as more “fun and young” (Teimouri et al,2016). Based on the above definitions, the interaction between two factors is affected the brand personality. That is consumers' perceptions about a brand personality and the company endeavors to adhere to its brand as personality. Brand personality is defined, the relationship between brand and customers, the brand's psychological image and product features (Lin 2010). Plummer (1985) considered how the brand personality influences consumers’ choice of a soft drink with a distinctive brand image in the US. It said that the brand personality might be a critical inconsiderate brand choice. Indeed, Competitors can easily duplicate product features, but a solid brand personality is invaluable to create brand equity (Van Rekom, Jacobs & Verlegh 2006).

It was used as a strategic tool for the marketing team in a reinforced relationship among the brand and consumer (Achouri & Bouslama 2010). The consumer often expects to select a brand that is familiar to them in terms of personality and shows their own personality (Park & John 2012). Customer loyalty will lead by the strong relationship between the consumer and the brand. Aaker, Fournier & Brasel (2004) provide that without clear and strong identity a brand is like a ship which has lost its path.

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According to the McCrae & Costa (1987), the systematic description of traits is defined as the substance of personality by psychologists, where traits are the relatively enduring style of feeling, acting, and thinking. The five dimensions are provided a full definition of personality that Surgency, Agreeableness, Conscientiousness, Emotional stability versus Neuroticism and Intellect (John & Srivastava 1999). The result of analyses about natural language terms, the “Big Five” dimensions are used to explain themselves and others (Goldberg 1993).

Aaker (1997) defined brand personality is the set of human characteristics associated with a brand. Aaker (1997) started from Big Five items and completed with between other, sociodemographic during the construct a brand personality scale. Aaker (1997) defined five dimensions of brand personality which clarified a modern method and theoretical framework: Sincerity (health, down to earth, honesty and courtesy of brand), Excitement (moral and imaginative), Competence (success, intelligent and reliability), Sophistication (Upper class and magnificence of brand) and Ruggedness (tough and outdoorsy). This analysis is done considering the sample which includes male, female, younger and older and the result emerged from different brands and different product categories to generalized ( Polyorat 2011). So many researches mentioned about brand dimension and few researchers derived different variation but none of them replicated the Big five structure.Aaker (1997) mentioned customer and brand long-term relationship is related to brand sincerity. Brand personality has been established to create actionable information managing ( bel 1992), Sung & Kim (2010) stated it is influenced brand effect and customer trust (Fournier 1998). Further Sung & Kim (2010) said Brand personality is increased by brand loyalty. Kim, Han & Park ( 2001) stated Brand loyalty will increase by the brand personality and its created by different activities social contribution, marketing communication, sales promotion, and public relationship. It’s easy to build brand personality but keeping the brand image continuously is difficult. The goal of brand personality is creating an identity for the customer.

Maslow's hierarchy of needs All the brand marketers focus on their marketing activities both aspects such as psychologically and philosophy. It is essential to understand the needs of the consumer as a Page | 7

marketing team. In 1943, Abraham Maslow published a paper called A theory of Human Motivation. In 1954 published Maslow theory, and it is introduced the five categories which describe human needs and ranked them in a hierarchy. The largest and fundamental levels of needs at the bottom and the self-actualization needs are at the top. The first four categories called ‘deficiency needs’. If these needs are not met, the individual can feel some degree of anxiety or tension. Physiological Needs: these are categorized as the most basic psychological motivations. It pertains to our survival needs and most basic needs, such as air, food, water, clothes. It is basic because it is related to marketing. By showing to a consumer’s main needs, it is encouraged to satisfy their basic psychological motivation. Safety Needs: it contains needs such as personal/financial security, health. The third category is Love/Belonging:

This

motivation plateau refers to interpersonal relationship, family and friends and its bond. The fourth level in the hierarchy is esteem needs, including self- esteem confidence, respect of and by others and personal achievement. As the needs of love and belonging, the needs of esteem is very emotional and happens in both our conscious and subconscious minds. Marketers can often appeal to this higher level of psychological motivation to persuade customers. The company can often influence a customer purchasing decision in expressing their esteem by offering high standard experience or gain recognition. At the top of the hierarchy is the selfactualization needs which refer to personal growth and understanding full human potential. That is the need that very subjective and highly personalized.

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Figure 1: Maslow’s Hierarchy of Needs

The Maslow hierarchy of needs will help to quickly determine what the consumer want, seek and desire in the target market. If the marketers identify the wants and needs of their market, then this can be used as a selling point to influence. The marketing efforts become useless when not sure about the target market might be fit on the hierarchical level.

Domino’s Marketing activity analysis Domino’s Pizza commercial (1985) was successfully positioning the brand. The ads emphasize two advantages of Domino's pizza. Domino promised that every pizza delivered will be fresh because they do not start making pizza until a customer call to order. It is a great product attribute. And the second point is delivery in 30 minutes. It is not a product attribute, but a service associated with its products. They create their brand personality with fresh and 30 minutes. (Jiang 4 March 2010).

In the mid-2000s Domino's had a brand image problem. The customer complains the product was cheap and the brand cardboard like crust and ketchup- tasting sauce. Domino's target their current customer base and they realized their requirement is taste. Domino's wanted to focus on the consumer who already tried Domino's pizza. The Pizza Turnaround campaign was designed to convince people to give a second chance for Domino's. Domino's decided to launch a new website called PizzaTuraround.com. This website served as a reference point for all media related to the campaign effort. To create brand personality Domino's launched their second website ShowUsYourPizza.com which allowed to upload pictures of their online delivered pizza. Domino's reintroduced their Twitter account. Domino's used YouTube to spread their promotion campaign by creating several videos about the campaign. These videos converted into the TV advertisement. As same as they introduced a slogan which "Did we actually face our critics and reinvent our pizza from the crust up? Oh Yes, we did." Oh Yes, We Did. We Listened.

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Domino’s created a fun and exciting advertisement campaign by targeting teens that would increase the brand image. Domino's introduced a new cool appealing way for teens to promote the quality of goods and fast delivery. Domino's identified that freebie would be a great start to attracting teenage. They came up with a new slogan "Something for nothing". After catching the slogan, they extend their add by introducing a cool song and Domino character of a 17-year-old boy who dressed up with luxury cloths. That ad attracted all ages, races, and sex. This ad matches the third level of the Maslow hierarchy of needs. “30 minutes guaranteed delivery or free” is every period popular campaign that facilitated to a company rise its awareness across. In mid-1980 guarantee was changed to reduce $3. Domino’s introduced a new slogan “You got 30 minutes”. This also creates a brand personality. Time to time the image will change but the team was created regularly. The target team was an office, busy team. According to the Maslow hierarchy for needs, this is satisfied the physiological level via introducing fresh and time.

Domino’s target the segment who young and will engage or marry recently and match with the third level of Maslow hierarchy that is the love/belonging by introducing the wedding registry. The marketing team uses current social trends in their marketing activities. This ability is uplifting the brand name. Instead of a large promotion by focusing on the younger demographic Domino's introduced the emoji to better convenience to the customer. To maintain the brand personality, they introduce the fast ordering system through merge with Twitter.

Domino’s legends campaign was another biggest campaign in terms of engagement. Domino’s launched a micro-site to allow customers to prepare their personalized unique pizza. The customer could select the name and the occasion as well as choose a variety of topping. In here target group is Domino’s loyalty group and created the new needs for them. The Domino's Tummy translator is an app to offer food to the customer. It involved a user positioning their mobile phone. In the new generation all are used the mobile phone and use

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the app for the easier with merge technical group. Domino's also collaborating with technology and get benefits through this.

By focusing young generation Domino’s introduce Dom the pizza bot for facebook messenger. It allowed ordering their pizza online. ( Gilllland 2016)

Recently Domino's introduced another method for the customer to place and track orders. It called as the Google assistant with partnering Google. This is a voice-activated virtual helper which is available on devices such as Google home smart speaker and compatible smartphones.

Results and Benefits All marketing activities done by Domino’s are to create the brand personality and the targeted each segment that align the Maslow hierarchy of needs. According to the Maslow hierarchy, the Domino's segmented with the third level which is Love, belonging. In the brand personality framework, Domino's aligned with Sincerity (Honest) by offering to the customer and competence stage reliable. Domino's focus on these two stages. The Domino's gone through the all the segment in brand touch point wheels such as prepurchase experience stage - advertising, website, promotion and partnership, Purchase experience- sales person, packaging, point of purchase display and post-purchase experience newsletters, customer service, a Loyalty program. All these activities are gained to the Domino’s. The Dominos is a world reputed brand and is ranked the top largest pizza delivering chain. All activities have done considering the Maslow hierarchy of needs. Due to that reason, all marketing activities became successful.

Future trends Plummer (1984) argued that awell-established brand personality helps to distinguish among brand and value, help consumers develop emotional attachment to a brand to increase brand equity (Keller 1993), augment the personal opinion of a brand, influence consumer preference and purchase (Malhotra, 1988), and help customer to express their self-concept. Page | 11

Consumers are motivated to acquire products and brands by a desire to create a more positive self-image. Brands are important for consumers who wish to enhance their sense of self. Brand with personalities attract to consumers to express features of their actual and ideal self, admirer self-views and enhance their affiliation with advocated groups.

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