Marketing Planning - Domino's Pizza Essay Example | Topics and Well Written Essays - 1500 words

Marketing Planning - Domino's Pizza - Essay Example Moreover, people are looking for innovation in the pizzas. Domino’s is offering a huge range of products apart from pizzas and are mainly focusing on customers with smaller pocket size. The SWOT analysis reveals that the organization has great deal of strengths and opportunities but is facing steep competition from its competitors like Pizza Hut and Pizza Express. After the situation analysis and studying the current market segment, target market and positioning strategies has been suggested. Introduction Domino’s pizza is a well known pizza delivery organization in this world. The passion and expertise shown by this organization and its employees in delivering fresh and hot pizzas has earned loyalty of numerous customers from all over the world and several awards for the organization (Domino’s Pizza UK & Ireland Limited, 2012). This report focuses on developing a marketing plan for Domino’s Pizza in UK. The pizza market of UK has recorded an increase of 2 1.5 percent in sales value between the year 2008 and 2013 and reached  £881 million (Mintel Group Ltd., 2012). This was primarily due to the thriving chilled sector and commodity inflation, which lead to higher self prices. The growth on the overall volume has increased by 7.3 percent over the period, which has acted as the accelerating factor in terms of both volume and values (Mintel Group Ltd., 2012). Chilled pizza has created a better and healthier image of quality amongst the consumers. On the other hand, frozen pizzas acts as a remedy for being processed. Reports also suggests that fifth of the users in UK are seen to show interest towards the British sourced meat. 23 percent of the parents are seen to show their concern regarding lack of pizzas for children (Mintel Group Ltd., 2012). ... Chilled pizza has created a better and healthier image of quality amongst the consumers. On the other hand, frozen pizzas acts as a remedy for being processed. Reports also suggests that fifth of the users in UK are seen to show interest towards the British sourced meat. 23 percent of the parents are seen to show their concern regarding lack of pizzas for children (Mintel Group Ltd., 2012). It has been observed that there is strong demand for microwaveable and gluten-free pizzas (Mintel Group Ltd., 2013). The demand for pizza has also increased among the demographic of 65 year old people. The pizza lovers of UK are also looking for change and innovation in their pizzas (Mintel Group Ltd., 2011). Product Range Domino’s Pizza mainly deals in pizzas ranging from chicken and prawn pizza, traditional pizzas, value plus pizza, value pizzas and â€Å"make your own† pizza. Apart from this, the organization also offers a wide range of side dishes, desserts and crusts. In side di shes they include breads, chicken, chips along with dipping sauce and drinks. In desserts, they include cakes, brownies, pancakes, dipping sauce and mousse (Domino's Pizza Enterprises Ltd., 2012). Hence, it can be concluded that they not only deals with pizzas but also offers a variety of other products. Customers The customers of Domino’s are generally the pizza loving people. They generally target the customers starting from college goers to people in their fifties. They not only target the lower-class people with their products but also the middle-class customers with bigger budgets. Children are not often seen to be the regular customers of Domino’s Pizza. They are