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
TABLE OF CONTENTS.................................................................................................................ii
INTRODUCTION...........................................................................................................................v
A LIST OF FIGURES AND TABLES...........................................................................................vi
A LIST OF TABLES.....................................................................................................................vii
SECTION 1: ABOUT DOMINO'S PIZZA.................................................................................1
1.1. Branding............................................................................................................................1
1.2. Logo...................................................................................................................................1
1.3. Address..............................................................................................................................2
1.4. Phone.................................................................................................................................2
1.5. Website..............................................................................................................................2
SECTION 2: TVC ANALYSIS BASED ON THE KNOWLEDGE OF CONSUMER
BEHAVIOR..................................................................................................................................3
2.1. TVC: You got 30 minutes..................................................................................................3
2.2. Marketing communication................................................................................................3
2.3. Target customers................................................................................................................4
2.4. Market Segmentation........................................................................................................5
2.5. Differentiation...................................................................................................................5
2.5.1. Digital Platform..........................................................................................................6
2.5.2. Varied Menu................................................................................................................6
2.5.3. AI-based chatbots........................................................................................................6
2.5.4. Positioning..................................................................................................................6
2.5.5. Identify need, want, demand of customers.................................................................7
2.5.6. Product feature............................................................................................................7
SECTION 3:.................................................................................................................................9
3.1. The relevance of consumer behavior to the entire marketing process, the stage of
consumer decision making and the factors influencing consumer’s choice.............................9
3.1.1. Consumer behavior.....................................................................................................9
3.1.2. Stages of consumer decision making..........................................................................9
3.1.3. Factors influencing consumer’s choice.....................................................................10
3.2. Theories of consumer’s choice........................................................................................11
3.2.1. Types of usage behavior............................................................................................11
3.2.2. SWOT of Domino's Pizza.........................................................................................13
3.2.3. Domino's pizza's marketing strategy........................................................................15
SECTION 4: THE MARKETING SEARCH TO DECTECT THE RELEVANCE OF
CONSUMER BEHAVIOR APPLIED TO DOMINO’S PIZZA................................................19
SECTION 5: MARKETING PLAN (6 MONTHS) FOR DOMINO’S PIZZA VIETNAM.....22
5.1. Domino's Pizza Vietnam.................................................................................................22
5.1.1. Starting to enter the Vietnamese market...................................................................22
5.1.2. Market development.................................................................................................22
5.1.3. Evaluation of Vietnam market..................................................................................23
5.1.4. Supplier.....................................................................................................................24
5.1.5. These achievements in Vietnam................................................................................24
5.2. Detecting problems by analyzing the buying behavior...................................................25
5.2.1. How old are you?......................................................................................................25
5.2.2. Why do you choose Pizza for your meal?................................................................26
5.2.3. What factors do you consider when choosing to buy Pizza from a company?........27
5.2.4. Where do you usually eat pizza?..............................................................................28
5.2.5. Where do you typically know of or find pizza deals?..............................................29
5.2.6. Would you not buy a pizza from a company because?.............................................30
5.2.7. Give the names of the pizza brands you consume the most.....................................32
5.3. Marketing Objectives......................................................................................................33
5.4. Marketing Strategy..........................................................................................................33
5.4.1. Set marketing goals...................................................................................................33
5.4.2. Conduct a marketing audit........................................................................................34
5.4.3. Conduct market research..........................................................................................34
5.4.4. Analyze the research.................................................................................................34
5.4.5. Identify a target consumer........................................................................................34
5.4.6. Determine a budget...................................................................................................34
5.4.7. Develop marketing strategies...................................................................................35
5.4.8. An implementation schedule.....................................................................................35
5.4.9. Create an evaluation process....................................................................................35
5.5. Marketing Tactics............................................................................................................35
5.5.1. More advertisement..................................................................................................35
5.5.2. Endorsement & Influencer........................................................................................36
5.5.3. Co-Branding & Partnership......................................................................................36
5.5.4. Loyalty......................................................................................................................36
5.5.5. Retention & Expansion.............................................................................................36
5.5.6. Advocacy..................................................................................................................37
5.5.7. Brand awareness.......................................................................................................37
5.5.8. AI..............................................................................................................................37
5.5.9. Giveaway..................................................................................................................37
5.5.10. Search Engine Optimization (SEO)........................................................................37
5.6. Master plan......................................................................................................................37
5.7. Budget.............................................................................................................................38
REFERENCES..............................................................................................................................39 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.
A LIST OF FIGURES AND TABLES
Figure 1: Domino's logo from its inception to the present..............................................................1
Figure 2: '30 minutes or it's free' delivery guarantee from Domino's Pizza....................................3
Figure 3: Customer Engagement rate with Domino’s Pizza in April, 2023....................................9
Figure 4: Domino's pizza offer......................................................................................................12
Figure 5: Menus at Domino's pizza systems..................................................................................16
Figure 6: Domino’s oder tracker....................................................................................................16
Figure 7: The factors that influence the survey participants’ decision to order from Domino’s.. .20
Figure 8: The level of satisfaction of Survey participants about Domino’s Pizza.........................21
Figure 9: Domino's store opening..................................................................................................22
Figure 10: Fast food.......................................................................................................................23
Figure 11: Customers rate pizza brands on social media..............................................................24
Figure 12: The percentage chart showing the age of customers participating in the survey.........25
Figure 13: The percentage chart showing why customers choose pizza for their meal................26
Figure 14: The percentage chart shows the factors that customers consider when deciding to buy
a pizza from a company.................................................................................................................27
Figure 15: The percentage chart showing customers' choices about where/how to perceive food,
and enjoy their food.......................................................................................................................28
Figure 16: The percentage chart showing the ways that customers typically know of or find pizza
deals...............................................................................................................................................30
Figure 17: The percentage chart showing the reasons make the customers not to buy a pizza from
a company according to the survey...............................................................................................31
Figure 18: The percentage chart showing the pizza brands' names that the survey participants
consume mostly.............................................................................................................................32
Figure 19: Master plan for Domino's Pizza Vietnam.....................................................................37
Figure 21: Banner promotion at stores..........................................................................................38
Figure 22: Check-in at stores.........................................................................................................38
Figure 20: Memership cards..........................................................................................................38
Figure 23: Budget for Marketing Plan in 6 months for Domino's Vietnam ( VND )....................38 A LIST OF TABLES
Table 1: Example about target customers........................................................................................4
Table 2: Example about target customers........................................................................................5
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. 1.2. Logo
Figure 1: Domino's logo from its inception to the present
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. SECTION 3:
3.1. The relevance of consumer behavior to the entire marketing process, the stage of
consumer decision making and the factors influencing consumer’s choice
3.1.1. Consumer behavior
Consumer behavior is highly relevant to the entire marketing process as it forms the
foundation for understanding and influencing consumer actions and decisions. Based on the
consumer behavior, the marketers can know what the consumer wants and afford their needs,
give them what they want. Relevant related to consumer behavior: market research, targeting
and segmentation, positioning, ...
3.1.2. Stages of consumer decision making
1. Need Recognition: The consumer recognizes a need or desire for food, and specifically,
pizza. This need can arise from hunger, cravings, convenience, or social factors.
2. Information Search: The consumer may gather information about Domino's Pizza and its
offerings. This can be done through various sources, such as visiting Domino's website,
reviewing the menu, checking online reviews, seeking recommendations from friends or
family, or accessing promotional materials.
Figure 3: Customer Engagement rate with Domino’s Pizza in April, 2023
3. Evaluation of Alternatives: The consumer evaluates the available alternatives, which may
include other pizza delivery options or dining out at a different restaurant. Factors
considered during this stage may include price, menu variety, delivery time, quality, past
experiences, and any specific preferences or dietary restrictions.
4. Purchase Decision: Based on the evaluation, the consumer makes a decision to order from
Domino's Pizza. Factors influencing this decision may include the perceived value, pricing,
convenience of delivery or pickup, promotional offers, trust in the brand, and any specific
customization options available.
5. Post-Purchase Evaluation: After receiving and consuming the pizza, the consumer
evaluates their satisfaction with the product and overall experience. Factors influencing this
evaluation can include taste, freshness, the accuracy of the order, delivery experience,
customer service, and value for money. Positive post-purchase evaluation can lead to repeat purchases and brand loyalty.
3.1.3. Factors influencing consumer’s choice
1. Convenience: Domino's Pizza offers convenient and hassle-free ordering options,
including online ordering, mobile apps, and delivery services. Customers can easily place
their orders from the comfort of their homes or on-the-go, making it a convenient choice for a quick and easy meal.
-> Can order online, takeaways... Link: Domino's Pizza Convenient
2. Brand Reputation: Domino's Pizza has built a strong brand reputation over the years. It is
known for its consistent quality, timely delivery, and reliable service. Positive experiences
and word-of-mouth recommendations contribute to customer trust and loyalty.
-> Link: Domino's brand reputation -> Link: History
3. Menu Variety and Customization: Domino's Pizza offers a wide range of pizza flavors,
crust options, and toppings, allowing customers to customize their orders based on their
preferences. This variety appeals to customers seeking personalized and unique pizza choices. -> Link: M enu pizza
4. Value for Money: Domino's Pizza offers competitive pricing and frequent promotional
deals, making it an attractive option for customers looking for affordable and satisfying
meals. Value propositions such as "Everyday Value" or "Combo" offers provide customers with cost-effective options.
-> Link: Domino pricing strategy -> Link: Domino pizza price
5. Delivery Speed: Domino's Pizza is known for its emphasis on fast and efficient delivery.
Customers appreciate the quick turnaround time, especially when craving a hot and freshly
prepared pizza. The ability to track the delivery progress adds to the convenience and
satisfaction of the overall experience.
-> Link: Delivery time policy
6. Digital and Online Presence: Domino's Pizza has invested in its digital infrastructure,
including user-friendly websites and mobile apps, making it easy for customers to browse
the menu, place orders, and track deliveries. This digital presence aligns with changing
consumer behaviors and preferences for online and mobile ordering.
-> Link: Presence help affect 80% customers
3.2. Theories of consumer’s choice
3.2.1. Types of usage behavior 1. Complex buying behavior
This type of behavior is encountered when a consumer purchases an expensive product or
a product that is unfamiliar to them. With the risk of buying a product quite high, consumers
will consult with friends, family and experts and do research before making a decision
because customers need to understand more about the product as well as their beliefs in that product.
Domino's pizza has actively created a brand image, widely and specifically promoting its
products and messages to customers.
The first is to build customers' trust in the product by providing customers with
information about the process and product quality, then the trust in service attitude. That leads to buying options.
2. Diversity-seeking buying behavior
In this behavior, customers will often seek variety through buying many different types of
products and brands. This behavior does not necessarily stem from dissatisfaction or not
enough loyalty to the old brand, but simply people who love change and novelty.
In order to minimize the fickleness of customers, Domino's Pizza expands its distribution
system globally so that customers can see their products/services anywhere, thereby
reducing comparison brands and promoting habitual buying behavior.
Domino's also offers a wide selection of pizza crust types. Not only does Domino's offer
regular pizza crust, but Domino's also offers fresh pizza crust and cheese blast pizza;
accompanied by a variety of toppings and a variety of sauces.
Domino's applies both traditional advertising and digital media to reach potential
customers. Not only that, the marketing strategies of Domino's pizza are also highly
appreciated for their creativity. 3. Habitual buying behavior
Customers will not take too long to make a buying decision with this behavior because
they have experienced and trusted the brand and the product/service.
Domino's pizza builds its own loyal customer system by applying fixed promotions such
as 70% off for the 2nd pizza and every year Domino's Pizza will launch countless
promotions and incentives on the occasion of the event. Black Friday and Cyber Monday.
Domino's pizza creates a solid image for itself through the motto of delivery within 30
minutes to keep pizzas still hot when reaching customers.
Domino's Pizza constantly updates and adjusts the menu according to the needs of customers.
Figure 4: Domino's pizza offer 4. Compromise buying behavior
For compromising buying behavior, customers often go through the process of searching
and filtering information about products/ services, but they find it very difficult to feel the
difference between brands. This inadvertently pushes customers to make purchasing
decisions based on two factors: price and convenience. Compromise often occurs in the
service sector, where customers can only compare quality unless they experience the product firsthand.
Domino's pizza is famous for its fast delivery service and it is the delivery services that
have helped Domino's improve the distribution process as well as the brand image.
Domino's pizza has a price suitable for all audiences.
3.2.2. SWOT of Domino's Pizza 1. Strengths ( Strengths)
- Innovation: Domino's Pizza constantly updates and adjusts the menu according to the needs
of its customers. It also allows the company to build a large database of customers through its diverse menu and offers.
- Technology: About more than 50% of Domino's Pizza's sales come from digital and online
media platforms in 2020. However, the company has developed a partnership for a self-
service pizza delivery service. Launched from 2019. Launched “GPS Tracker” feature that
allows users to track orders. These improvements helped the company secure earnings
during the global economic crisis.
- Marketing: Domino's Pizza spent 6% of its sales on marketing and advertising. At the same
time, use a lot of resources and different digital and social media platforms to reach the target audience.
- Supply chain: Domino's Pizza owns an efficient and strong supply chain. Thanks to this
supply chain, the company still ensures extraordinary revenue and growth during the Covid epidemic.
- Global Brand: Domino's Pizza is a multinational retail pizza brand with operations in more
than 90 countries around the world. However, the company has built a reputation for
providing quality Pizza around the globe. - Brand value. 2. Weaknesses