An Analysis On Dominos Pizza Marketing Essay

An abbreviation On dominoes pizza pie mart EssayThis narrative foc practices on the merchandising activities by pizza shanty, dominos and public address system Johns as adjourn of the fast food grocery. The implement out has looked at ethnically diverse markets be chin cognisant, India, regular army and Mexico. flavour at the variant cultures done an etic approach the enshroud force to convey the diametric trains of calibration and adaptation that companies score tried to establish in outside(a) markets. by dint of the selling activities that bring on been carried out by each comp both followively, this report forms a connection with cultural theories by theorists deal Hofstede and Hall with the aim to establish which company is standardized or either cap fit.In respect to the advertizement activities, each company has been alert to meet local anesthetic anaesthetic cultures in different countries. Eliciting responses that incorporate culture specific aspects like the Guan-xi and the Compadre in laid-back context cultures and catering to the regards of low context cultures with qualifying magnitude literal analysis in countries like the States, the selected companies gift sh consume their mettlesome takes of local responsiveness. through with(predicate) the report it is unmistakable that moderate butt jointed their advertise to their standardized business pretence focusing on in ho go for dining or a delivery system or even a standardized belief of the quality of products.Sales promotions done by these companies demand brought to light the increase elements of calibration as consumers are becoming increasingly technologically right in this lively generation. dominoes has standardized its technological efforts gaining a belligerent benefit giving customers the ability to see the exact location of their pizza during manufacture, customization of the pizza, on business line delivery and so forth these companies expect samely been quick to gain earth attention through local social media portals.Pricing touch on the level of standardization and adaptation, as this reports reflects. Affected by differing economic levels in different countries along with the stage in the product life cycle griped affecting the mark of standardization. Customer preferences and their disposable in come ins similarly play a satisfying piece on price and through the use of companies like dominoes, pizza pie field hut and pappa Johns this report aims to communicate these links.With respect to the rats of the troika companies the report sheds light on the different choices make by the company to notice grease gluiness and establish a meaningful relationship with their customers. With local adaptations the purposes suggest mark offing develops a personality over time and when changed fag result in negative attention. stigmatisation when vary correctly increases plangency the highest level in th e customer based brand equity pyramid.This report in like manner brings to mind the cultural aspects that link to websites universe the initial equal insinuate with customers and thus must be very culturally sensitive. by means of the analysis it is evident that companies rich person able their websites in stipulations of deadly characteristics such as distort, gestures displayed, images, information provision as these affect the degree of standardization. by means of this report the findings suggest that although standardization includes the benefits of economies of scale, generation of a bettor brand image in the ball-shaped market and easier operations by the company there is an increasing need for adaptation as cultures although goat be compared are dandyly distinct and suffer to be adjudge for a company to succeed in a host clownish. insane asylumThe report based on the fast food market focuses on pizza making brands dominoes, pizza pie Hut and tonic Johns. Th is report concent place on the activities carried out by these brands cross charges the globe in countries such as the United States of America, India, Mexico and china analyzing how cultural differences affect each brand ( shape -1). Through the analysis of the level of standardization and adaptation follow by these brands crossways diverse cultures the report sheds light on the elect companies activities Websites, Sales promotion, advertize, Branding and Pricing.In the business environment is it integral to understand the differences in cultures, attitudes, environments and so on that requires firms to view their companies through a range of indices.Standardization gives companies an increasing proceeds in terms of economies of scale along with common brand images as consumers form become increasingly mobile (Levitt, 1983 Craig, 1986, Yip, Loewe and Yoshino, 1988 as cited by Theodosiou and Leonidou, 2003). dominos, pizza Hut and protoactinium Johns founder tried to in ternalize these benefits although as contended by Terpstra and Sarathy in 2000 (Theodosiou and Leonidou, 2003) these firms are impact by factors like culture, purchasing powerfulness and consumer needs thusly encouraging adaptation.This report aims to analyze marketing activities in different economically developed markets such as china and India be to the BRIC nations, Mexico a developing country and ground forces a developed nation. These markets give insights into differing price sensitivities affecting the products world sold respectively.Marketing Activities outlineAdvertising pizza pie hut, dominoes and pascal Johns generally make use of boob tube commercials to advertise their products around the world. They use TV commercials as it enables them to reach a large target audience to deliver their marketing communications. This pull schema fits in with the companys budgets and is fitting to meet the local requirements of the countries in which they are viewed in there by promoting gross gross revenue.dominoesTable 1CountryTaglineLanguage of advertisements collar Shot of the TaglineIndia ground forces chinaMexicoYeh hai rishton ka time (This is the Time for Relationships)Oh Yes We Did30 proceedings fast heat delivery.Hindi faceChineseSurce (Dominos.co.in, 2012)Analysis on Dominos PizzaDominos Pizza has differentiated itself by advertising and positioning itself differently in different countries. Having altered their advertisements to local languages Dominos is able to communicate in a separate way to their customers. though their standardized pull advertising strategies (Ghauri and Cateora, 2010) the company has generated increased amounts of interest in the consumers and Dominos continues to achieve this through their adapted sales promotions. Dominos take in also adopted an identical ad in two of our chosen countries being ground forces and Mexico, wherein the commercial speaks approximately the product changes that have been made in order of battle to improve the quality of the pizzas. This global prototype ad has been adapted topically being locally responsive (Ghauri and Cateora, 2010). Dominos has also adopted a standardised pattern throughout its operations in different countries although there are elements of adaptations that weed be seen through their differing taglines etc. Dominos has also been alert to meet cultural imperatives in countries like Mexico and china in terms of compadre and guan-xi as the commercials focus on relationships and friendships being established with the brand, this tends to positively effect sales (Ghauri and Cateora, 2010). An opposite interesting finding has been the fact that Dominos throughout its operations in both supra field of study and home markets have foc apply their attention to their fundamental delivery computer simulation as they gain a competitive advantage from delivery in the pizza business.Pizza HutTable 2TaglineLanguage of Advertisements quip Shot of th e TaglinesIndiaUSA chinaMexicoPizzas and Much MoreMake it greatPizza and MoreHindiEnglishChineseAnalysis on Pizza HutPizza hut has been marketed in a way to meet the requirements and the likings of different countries. Throughout the advertisements that are set out by Pizza Hut it is evident that their ferocity has been on their in-house dining experience. In just about commercials there are snapshots of the waiters, the ambiance, the furniture etc. This standardisation with local adaptations in terms of their different products that cater to local consumer taste preferences displays the companys emphasis on their in house dining portions instead of their delivery. Mexico on the early(a) hand portrays commercials incorporating different settings on a ship, or at a rock concert and even in consumers homes. This can be linked to the fact that Pizza Hut does not cater to the online market but caters to customers over the phone (Pizzahut.com.mx, 2008) (Fig 2.10). This can be seen a s a decision to cater to the economic condition of the market, as Pizza Hut has adapted their delivery channel (Theodosiou and Katsikeas, 2001).Fig 2.10 Pizza Hut ads in Mexico protoactinium Johns PizzaTable 3TaglineLanguage of AdvertisementsSnapshots of TaglinesIndiaUSAmainland ChinaMexico collapse Ingredients Better PizzaBetter Ingredients Better PizzaBetter Ingredients Better PizzaBetter Ingredients Better PizzaHindiEnglishChineseSpanishSource (YouTube, 2010)Analysis on protactinium Johns protoactinium Johns uses a standardized tagline for Indian, Mexican, USA and Chinese marekts. Papa Johns have efficaciously used their CEO and produced high performing ads. Consumers have perceived these ads to be authentic and genuine (Kelso, 2012) giving Papa Johns consumers an image wherein the company cares and is about real people creating a personal connect with the consumer.Overall AnalysisAs advertising is a basic necessity in the marketing mix of an worldwide brand, the chosen comp anies Dominos, Pizza Hut and Papa Johns have translated the needs and wants of their local consumers. Through the use of adapted symbols these companies have also aimed to meet the cultural needs of local consumers. We have also seen that the companies have adapted their languages in different countries, which is intrinsically linked to different cultures (Ghauri and Cateora, 2010). Dominos and Pizza Hut have equalized their effects of both standardisation and adaptation, which is evident in their advertisements and their messages to respond locally. Papa Johns on the other hand have adopted pattern advertising, which can be linked to the concept of view globally, acting locally (Ghauri and Cateora, 2010), as the brand has a common missionary station to provide Better Ingredients Better Pizza, but still has adapted its advertising strategies in different markets. Through this example it is evident that B2C advertising is greatly heterogonous as the transferring success across diff erent countries is increasingly difficult and therefore must be adapted.WEBSITESPIZZA HUT INDIAPIZZA HUT chinaSource (Pizzahut.com.cn, 2012)PIZZA HUT USAFig-3.10 Food allergies and sensitivitiesFig-3.12 Book it rascalPIZZA HUT MEXICOFig-3.16 Nutrition abridgmentPizza Hut USA has a red earth which in well-nigh western cultures signifies Christmas as it is widely celebrated across USA and Mexico uses brown which means practical, earthy and comfortable (Empower-yourself-with-color-psychology.com, 2009) this encourages customers to make purchases and are attracted to the websites. Pizza Hut India website also has a red background for its homepage and its delivery page. Red in India symbolizes Indian weddings and the Indian bride (Empower-yourself-with-color-psychology.com, 2009) thereby attracting the Indian customer. China has a light yellow background which depicts royalty and honour in Chinese culture reflecting the standard of service provided by the company in China, being com pared to a 5* experience. (Empower-yourself-with-color-psychology.com, 2009). dominos PIZZA INDIASource (Dominos.co.in, 2012) dominos PIZZA CHINASource (Dominos.com.cn, 2013)DOMINOS PIZZA USAFig-3.27 Tracker PageDOMINOS PIZZA MEXICOANALYSISDominos has standardized layouts of its websites across the globe with white as its background colour. blanched symbolizes weddings and brides in the USA, and is a symbol of peace and purity in Mexico, India and China (Geert-hofstede.com, 2013) thereby motivating a purchase as customers feel relaxed when on the page. However, adaptations have been made to fit the different markets and bridge the cultural gaps (Ghauri and Cateora, 2010) soda pop JOHNS INDIAPAPA JOHNS CHINAPAPA JOHNS USAFig-3.44 Investors PagePAPA JOHNS MEXICOFig-3.45 HomepageANALYSISOverall, a certain level of standardization is seen in Papa Johns websites across countries. The websites in all quadruplet countries follow the colours of the logo. Green symbolizes pertly beginning s and white is sign of peace and purity in all four-spot cultures (Empower-yourself-with-color-psychology.com, 2009), which subtly encourages purchases. There is also a degree of adaptation displayed in the websites. Sales promotions, advertisements and languages are adapted in context to the cultural set of each country.OVERALL ANALYSISDominos Pizza has a comparatively higher degree of standardization in its website layout in all four countries as compared to the websites of Pizza Hut and Papa Johns Pizza. Dominos website background colour is mainly white in all four countries unlike Pizza Hut and Papa Johns which have adapted their background colours in accordance to the culture of the respective countries. Pizza Hut India has adapted its website layout match to the countrys high-context culture. It shows an employee using various non-verbal communication techniques to promote its products, which is not shown in the websites of the other three countries. However, Pizza Hut does not provide the election of creating your own pizza and pasta, which is offered, by Dominos and Papa Johns. Finally, Papa Johns aims to make a connection with its customers by displaying pictures of its founder and brand ambassador, John Smith on the homepages of all four countries. Therefore, although there is certain degree of standardization in the websites of Pizza Hut, Papa Johns and Dominos, there are also certain adaptations that have been made in consideration of the cultural differences in each country. Websites being increasingly important in creating a link with the customers, as it is a direct portal betwixt the brand and the customer, they must be increasingly adapted to accommodate cultural differences. Websites have also reduced the barriers between customers and the company as it has become increasingly accessible over the meshing in multiple countries.SALES PROMOTIONDominos IndiaDominos MexicoFig 4.8 ONLINE-ORDER DEALSAnalysisDominos has standardised its sales promotion in three of the four countries USA, Mexico and India through Facebook uploading coupons, unveiling new items, added to their menu. These promotional items being adapted from their domestic operations are culturally accepted in the countries in which they feature and hence have increased sales and adoption rates in short periods of time (can sales promotions go global). Dominos in both USA and India have used an adaptive approach for their sales promotion through Mobile Applications. China and Mexico both do not have a Mobile Application option for their customers. In USA the app., shows the Pizza Tracker option in which people can track their order progress status (Dominos, 2012). In the Indian app., they have not adopted such style of service to the customers and kept it simple to place an order. Dominos mobile lotions technology gives the company a cutting edge advantage as 80% of smartphones have ordering apps (Dominosbiz.com, 2008). In countries like China and India , Dominos has introduced its 30 Minutes or Free sales promotion. This sound sales promotion attracts new customers as a way of increasing sales in a short span of time.Furthermore, both Dominos USA and India have used the Electronic and Plastic cards option for their customers, whereby, they can send their loved ones greeting cards or vouchers by mail or post for usage in Dominos. Mexico USA have used another system of combining few options to offer to customers who come in a group of 2 or 3 to 5. They can thereby select a type of pre-fixed menu which differentiates with India and China Dominos.Papa Johns IndiaPapa Johns ChinaPapa Johns MexicoPapa Johns USAAnalysisPapa Johns Pizza does not have a mobile lotion (standardised for the global market) for its sales market in any of the countries, they just keep it universal by online or phone orders.Taylor Swift being one of the most top and celebrated singers of USA came to an agreement with Papa Johns Pizza of her record album RED to be sold along with a Large Pizza as a promotion.Papa Johns, USA started Papa Rewards, a salute Shop and an E-Gift card facility in only one country which elicits brand awareness through these sales promotions thereby increasing sales.American Football being one of the most popular sport of USA (Usatourist.com, 1998), Papa Johns came up with a two million free pizza scheme in collaboration with NFL targeting the local sport-freak customers (adaptive).Pizza Hut IndiaPizza Hut USAPizza Hut MexicoFig 4.27 Online Deals Targeted Football followersPizza Hut ChinaAnalysisPizza Hut has combine the same pre-fixed menus in all countries chosen (India, Mexico, China USA). They have adapted these to meet social and cultural norms. In India, Mexico and China they cater to a smaller group of people starting with 2 individuals, whereas in USA they cater to a larger group of people starting with 8. This aims to target groups of customers.Due to the recession period, the lower-priced chain s gained sales and the bigger chains wooly theirs sales. To gain some of its lost market share, Pizza Hut launched a $ 10 promotion by which customers could get any pizza, any cheekiness and any topping for $ 10 thereby stimulating an immediate increase in their sales (Franchisedirect.com, 2010).Mexico and USA have used a similar approach towards their customers by setting a contest of winning a double trip to Football finals and Gamer Vacation of Maxim Magazine fellowship Spot respectively since Football is very rise known and famous in both the countries. The Gamer Vacation contest is held mainly to attract the jejune category customers and influencing them to buy more beverages so that they can build the blue pieces. Gift cards available in USA and India have been adapted to meet the local market taste through the personalisation of messages. In Mexico China they do not have this type of feature. Pizza Huts mobile application enables customers to place orders online, which has been adapted only in their two big markets USA China.Pizza Hut China has adapted its Childrens Party theme with a South African theme and a London theme as the children are very fascinated by the foreign countries thus get attracted by such birthday parties (Pizzahut.com.cn, 2012)Overall AnalysisSales Promotion/marketing activities are incorporated to attract customers and to promote their products (Ghauri and Cateora, 2010).Pizza companies use value meals and promotions/rebates to attract budget minded customers (Franchisedirect.com, 2010). These demonstrations do significantly well in less economically developed countries where prices are out of the reach of customers. (Can sales promotions go global)Dominos quoted that technology is playing an important lineament in their daily sales as it is convenient for users and customers can use it in their own time as they are more relaxed in ordering over the app. It added millions in revenue for Dominos just via the mobile app.P izza Hut also quoted that it boosted its sales by $ 1 million in a period of five months from July to November 2009 (the initial period of launch) (Franchisedirect.com, 2010).Papa Johns has not yet adopted any kind of mobile application business for their customers.Facebook and Twitter are becoming a vital spiritualist of sales promotion for the chain of stores. It has been quoted that 85% of the Pizza-chain sales are through promotions and discounts acquired through these social media websites according to the Citigroup Global Markets (Franchisedirect.com, 2010). The previous version of sales promotion was not effective enough since it could not target any specific group. Furthermore, these social media portals are more cost effective methods of marketing and promoting the products (Baker, 2012) India, USA and Mexico have aggressively marketed their products via Facebook and Twitter nowadays while China is still lacking behind this procedure due to government regulations which nix foreign social media and micro-blogging websites. In order to meet the emergence need for social media and microblogging in China the government has introduced an inter-country social media and micro-blogging websites such as Weibo.com, e.t.qq.com, renren.com that incorporates different sales promotion as mentioned below (Table 1).They restrict these websites to forefend any sensitive issues to be discussed publically and become a rising against the government officials (Branigan, 2009).Table 1WebsitesFacebookTwitterweiboe.t.qqrenrenSocial MediaMicro-bloggingMicro-bloggingMicro-bloggingSocial MediaDominosIndia, USA and MexicoIndia, USA and MexicoPizza HutIndia, USA and MexicoUSA and MexicoChinaChinaChinaPapa Johns PizzaIndia, USA and MexicoIndia, USA and MexicoChinaWith the introduction of a variety of sales promotions companies are able to significantly increase short-term sales encourage repurchase and increase emptor switching between brands. (can sales promos go iglobal)Pr icingDominos PizzaDominos USAGeneral AnalysisAt Dominos, by adopting a standardized strategy to their supply chain and dough manufacturing processes Dominos has been able to control price escalations (Fig 5.3) . Their One Brand One System form _or_ system of government (Dominosbiz.com, 1983) incorporates firms using the same core products and proven suppliers upholding consistency and quality standards across different countries. This standardization has also given rise to increased buyer power from the company giving them a competitive edge in terms of prices of equipment and non-food items.Dominos has also lowered their distribution costs by implementing a shorter internalized distribution channel. Dominos has a set of Master Franchisers who encourage contract electric ray Franchisers adapting itself to meet cultural differences affecting the deeply root channels giving increased localized information. (Fig 5.4)Fig 5.4 Master Franchisers and Sub FranchisersDominos have al so standardized their business baby-sit that entirely caters to delivery and carry out pizza (Doctoroff, 2012). In developing countries although Dominos has incorporated tables in their outlets. Its purpose has not been to change its business model towards in-house dining but in fact to cater to local market needs. This does not affect prices, as high investments in the delivery of a service do not have to be incurred by the company.Papa Johns PizzaPapa Johns ChinaGeneral AnalysisPapa Johns is aware of the drawbacks of competitor based pricing and hence have focused their pricing strategy by confluence a premium price point (Morrison, 2012). Papa Johns claims that their products are aimed at meeting the needs of those who are aspect to purchase products providing them with value and better quality as their tag line suggests- Better Ingredients. Better Pizza. (Papajohns, 2013). This standardized approach that has been adopted has been able to maintain Papa Johns global coordinati on. Their prices have been set higher than competitors prices communicating the perceived value of the products although they have not been placed at a level where they do not generate sales as Papa Johns is part of the big four pizza franchisers (Franchisehelp.com, 2013). Papa Johns have influenced their prices by standardizing their unveiling modes into international countries through a franchising model as their products are destructible and need to be located near the consumer and consumption of the product.Pizza HutPizza Hut IndiaPizza Hut MexicoSource Nytimes.com, 2010General AnalysisPizza Hut has standardized their business model and aims to meet high standards through their increasingly important service scape. Their restaurants give consumers a 5 star feel, which has been replicated throughout their operations in both domestic and international markets. This increasingly high standard of their service scape has increased their costs, as they need to meet a range of standa rds in terms of staff, furniture, stonecutter etc. These significantly increase costs and are reflected through in the pricing strategies. By adapting their pricing strategies at Pizza Hut they have been able to gain a competitive advantage meeting the growing diversity in the food market. Pizza hut also sources their materials and equipment locally which helps manage price escalation.BrandingPapa JohnsAnalysisBrands today have an increasingly important role as they are termed to be the most valuable assets companies have (Ghauri and Cateora, 2010 p.286).Dominos and Pizza Hut have adapted a their brand over time to match a dynamical market. This can be seen through their change in logo and case respectively. Pizza Hut received a negative response from their consumers as the brand had formed a strong relationship with them. Dominos has benefitted from their change and they have adopted this change throughout their operations in USA. Papa Johns a having a transferrable logo has bee n able to standardize its logo throughout their operations (USA, India, Mexico and China) providing meaningful associations as the brand aims to provide customers with better quality products. smell at countries like India, China, Mexico and USA companies like Papa Johns, Dominos and Pizza Hut have aimed to further strengthen their brand image with affiliations with other brands like Coca- Cola and Pepsi, which shows (Table 1) the different beverages used by the pizza companies.ConclusionDespite the profound benefits brought by standardization this report lays emphasis on the fact that in the fast food industry- the pizza market, companies need to be increasingly careful with their marketing activities, as standardization could not bring long-term benefits for the company in an international boundary. This is bear on by the fact that cultural differences play a significant role on the success of a product in an international country.Looking at the analysis in the report advertisin g has been greatly affected by subtle differences as suggested by Edward Hall in this system of High Context or Low Context cultures. The chosen companies have adapted their advertising efforts to incorporate visuals, music and information by being locally responsive. Advertising in a B2C environment must be increasingly heterogeneous as transfer of success is becomes greatly difficult.Looking at the sales promotions adopted by Dominos, Pizza Hut and Papa Johns in order to gain a short-term response in increased sales these companies have been greatly responsive to differences in cultural norms, their target markets and government regulations in dissimilar marketsPricing has also been a determinant in the success of a company in an international country. The findings suggest that pricing must be alert to accommodate national customer purchasing powers. Different stages in the evolution of the PLC in chosen countries like China, India, Mexico and USA also greatly affect the pricing of a company thereby resulting in the success or failure of a brand.Marketing activity that incorporates branding analyses the fact that with a standardized brand in international boundaries like Papa Johns gives increased brand coherence and is easily transferrable into an international markets. Pizza Hut on the other hand having created a personality with its customers could not alter its brand observe and logo, as customers were not accepting of the idea.Having placed significant amounts of emphasis on the closest form of contact between customers and the company, Pizza Hut has used an innovative concept wherein a man guides customers through the Indian website meeting subtle cultural associations in terms of gestures and facial expressions. Dominos have also been innovative adapting their websites to meet the growing technologically savvy customers and have introduced new tracking techniques etc, giving customers a clear understanding of where their pizza is during the producti on and exactly how long it will take.Owing to these marketing activities canvass in the report it is evidently clear that companies although focus on sales promotions being short term, in order to gain long term benefits the company must adapt itself meeting local requirements. These companies as seen also provide enough standardization so as to reap benefits from brand salience and resonance.