MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY FINAL PROJECT DOMINO’S PIZZA Instructor
: Truong Quang Vinh, MBA Class : 0100 Group : GROUP 06 Members : Name Student ID Ta Gia Linh 22122743 Dang Quy Thuong 22117418 Dong Ngoc Thanh Tu 22013656 Truong Thanh Vy 22103761 Nguyen Vu Tuong Vy 22114075 Ho Chi Minh City 6/2023 TABLE OF CONTENTS INTRODUCTION
With more than 17,000 locations throughout the world, Domino's Pizza is a recognized
fast-food brand that has been satisfying customers for years. The company is well known
for its delectable pizzas, first-rate customer support, and creative marketing approaches.
To provide a comfortable customer experience, Domino's Pizza has always
comprehended its clients' preferences and behavioral patterns.
Domino's Pizza initially made its way to Vietnam in 2016 and has been serving the
nation's residents with high quality ever since. Ho Chi Minh City saw the debut of the
nation's first Domino's Pizza location; since then, Hanoi and Da Nang have also received
branches. Pizza, sides, desserts, and beverages are among the selections available on the
Domino's Pizza Vietnam menu. Local specialties like beef pho and spicy chicken are
available as pizza toppings for customers to pick from. For clients to enjoy their preferred
pizzas in the convenience of their own homes, the brand has begun offering delivery
services recently. In addition to adopting regional flavors and preferences, Domino's
Pizza Vietnam is dedicated to offering the same premium ingredients and customer
service as the rest of the world. The business caters to vegetarians and Muslims by
providing various kinds of halal and fresh vegetarian meals wherever feasible.
This report will help us to examine Domino's Pizza's consumer behavior, including
consumers' buying habits, demographics, and preferences. Any business must
comprehend consumer behavior, and in the case of Domino's Pizza, doing so will enable
the firm to improve its marketing tactics and develop new goods that meet the demands
of its clientele. The report will include a variety of facets of consumer behavior, including
the variables influencing purchase decisions, the frequency of visits, and customer
satisfaction levels. By looking at this data, we can see trends and patterns that can aid
Domino's Pizza in better understanding its clients and giving them a better overall
experience. In general, this report strives to offer insightful information on Domino's
Pizza customers' behavior, which will assist the business in making decisions and staying ahead of the competition. TABLES OF FIGURES
SECTION 1: ABOUT DOMINO'S PIZZA 1.1. Branding
Dominick DeVarti, the original proprietor, launched his first restaurant under the name
DomiNick's and that is how the now well-known network of fast food eateries got its
start. When Tom and James Monaghan bought the restaurant, they made the decision to
maintain the tradition while making a few minor changes. They gave the name a new
meaning and developed an iconic visual identity that is now instantly recognizable around the world.
In 1960, Domino's had a meager beginning with just one store. Today, Domino's, the
biggest pizza company in the world, proudly carries on its tradition of bringing delicious pizza to customers' doors.
Figure 1: Domino's logo from its inception to the present 1.2. Logo
Along with representing the name of the brand, the Domino's logo also represents the
company's history, with the three white letters representing the first three Domino's
restaurants, which initially debuted in 1965, when the first logo was designed. When the
first location of the eateries opened, the proprietors' original plan was to add a single
white dot to the emblem. As we can see, it didn't work out because the company still only
has three dots on the badge despite having more than 17,000 outlets worldwide as of right now.
Why is the red and blue Domino's logo? Since the early beginning of the company,
Domino's logo designers have used the red, blue, and white color scheme. This vibrant
combination has consistently drawn clients and conveyed a sense of power and assurance
to the business. The color blue is frequently associated with dependability and
trustworthiness. Red can also be linked to tomato paste, which is used in every pizza sold
at Domino's restaurants, and it also symbolizes passion. 1.3. Address
- Headquartered at the Domino's Farms Office Park in Ann Arbor Township, Michigan, United States. - In Viet Nam:
+ 71 Tran Quang Khai Street, Ward, District 1, Ho Chi Minh City
+ 110 Thai Thinh Street, Thinh Quang, Dong Da District, Hanoi
+ 294 Nui Thanh, Hoa Cuong Bac Ward, Hai Chau District, Da Nang City
+ 156 Phan Trung Street, Tan Mai Ward, Bien Hoa City, Dong Nai 1.4. Phone Tel: 1900 6099 1.5. Website - Global website: dominos.com
- Viet Nam website: www.dominos.vn
SECTION 2: TVC ANALYSIS BASED ON THE KNOWLEDGE OF CONSUMER BEHAVIOR
2.1. TVC: You got 30 minutes
-> Link TVC: Domino’s #KhushiyoKiDelivery in 30 minutes in India
-> Link TVC: [TVC] Domino's Pizza 30 Minute Delivery Guarantee
Figure 2: '30 minutes or it's free' delivery guarantee from Domino's Pizza
2.2. Marketing communication
Domino's is aware that its customers require hot, freshly made pizzas that are delivered
quickly. Domino's Pizza is working to enhance its services in order to make them better,
simpler, and quicker for customers. Domino's has therefore started a promotion called "30
minutes or it's free" in which they promise to deliver hot, fresh pizza within 30 minutes;
if they don't succeed, consumers won't be charged for the pizza. Additionally, Domino's
places its locations close to the campus of the school and provides a fair pricing for a lot
of food. To sum up, in addition to satisfying customers' demands for hot, fresh pizza at an
affordable price, they also provide a guarantee and a benefit for customers. 2.3. Target customers
The company splits its target market into three groups, including younger consumers,
working adults, and event planners. Domino's Pizza mostly caters to lower middle- and
middle-class consumers. Its main goal is to provide the best products at costs that
everyone can afford. The firm primarily targets people in the 18 to 35 age bracket
because they partake in regular social gatherings and parties.
Table 1: Example about target customers Who Goal(s) Barrier(s)
Name: Nguyễn Đức Thịnh
1. Eat pizza fast, convenient 1. Concerned about the Age: 32 and cheap pizza's ingredients and quality Location: Ha Noi City 2. Save a lot of time
Household: 2 adults, 3 kids 3. Often attend meetings
Education: Head of Events 4. Customers frequently order Department
a variety of ancillary things in
addition to pizza when they are
with families and little children
Table 2: Example about target customers Who Goal(s) Barier(s)
Name: Trần Ngọc Thanh 1. Often party 1. Needs are constantly Thảo shifting; you must act 2. Like promotions Age: 20 quickly and competently 3. Like the speed, convenience Location: Ho Chi Minh 4. Fast-paced, fast-paced life City 5. Do not focus too much on Household: 1 person
the ingredients or fat content of Education: university the production
2.4. Market Segmentation
We will have a better grasp of Domino's segmentation approach through the
examination of this commercial.
-> Link TVC: Domino's Pizza Commercial
=> The father's figure exudes tenderness as he loves her child's happiness in even the
most fleeting of moments. The character and ad research led to the conclusion that
Domino's emphasizes the Sharers market. 2.5. Differentiation
Let's take a closer look at the other top marketing techniques that have contributed to
the success and global recognition of Domino's.
2.5.1. Digital Platform
By embracing digitization, Domino's has been in the forefront of utilizing technology to
improve consumer satisfaction. The company's mobile applications, delivery monitoring,
and online ordering features allow customers to place purchases quickly and easily.
With the addition of the "Domino's Voice Search" tool, Domino's Pizza has merged
cutting-edge technology into their ordering process. Customers may now effortlessly buy
pizza via voice command using the Domino's mobile app or devices that support Amazon Alexa/Google Assistant.
In select places in Germany and Holland in 2016, the business delivered pizza using
autonomous robots. Additionally, it had pizza delivered by drone in New Zealand that
same year. In February 2017, it introduced its wedding registry, which offers pizza-loving
couples gifts. This was the start of yet another innovation. 2.5.2. Varied Menu
For the benefit of its consumers, Domino's regularly rolls out new menu items and
technical advancements, as well as vegan and non-vegan Dominos menu options. This
has aided Dominos in retaining its brand's freshness and relevance while also drawing in new clients.
2.5.3. AI-based chatbots
The usage of AI-powered chatbots for customer care is a fantastic example of Domino's
commitment to innovation. These chatbots can respond quickly and effectively to a
variety of customer questions and are accessible around-the-clock. 2.5.4. Positioning
Domino's promotes itself as one of the top experts in pizza delivery around the globe.
"You got 30 minutes" guarantees that Domino's will deliver within 30 minutes; if they
don't, you'll get the order for free the following time. With more than 10,000 large and
small outlets worldwide, Domino's is the leader in pizza distribution and is not entirely
buried behind the enormous Pizza Hut. Domino's has moved to the No. 2 spot after Pizza Hut in the US market.
2.5.5. Identify need, want, demand of customers
- A need is something a person must have to live or achieve a goal.
-> Domino's pizza satisfies physiological needs of people.
- A want is a particular expression of a need that is determined by aspects from the
individual's surroundings, society, and culture. Many things have transitioned from the
Wants stage to the Needs stage as a result of the growth of information technology. For example:
+ Clients use computers, smart phones, the internet, and pizza to sate their appetites.
+ A consumer who needs food but wants pizza, pasta, and a soda might go to Domino's Pizza.
- Demands are requests for particular goods that the customer is prepared and able to purchase.
-> A pizza is something that many people crave but not everyone can afford. Businesses
must assess how many individuals are able to buy their goods as well as how many people want it. 2.5.6. Product feature
A product feature is something your product does, and it should help address the larger
issue that your product is attempting to address.
Consider Domino's Pizza, whose goal is to be the finest pizza delivery service
worldwide. Domino's Pizza has embraced current delivery technology and other forms of technical development.
In order to keep pizza hot as soon as it left the store, Domino's Pizza started using
specialized pizza bags. till the consumer receives them. What a terrific selling point that bag is.
Always bake delectable cakes that are gorgeous. Additionally, making fresh pizzas all
the time that are more suited to diners. Domino's Pizza decided to make a "new and
inspired" pizza, which was an unexpected and audacious move. However, when the initial
shock wears off, the majority of individuals adjust to the novel flavor, producing a crispy
cake with a richer flavor. Domino's Pizza became the first pizza business to provide a
gluten-free crust after learning from the success of this crispy crust.