BRAND MANAGEMENT PROJECT:
REPORT
ON
BRANDING ANALYSIS
OF
Submitted by:
Shubham Jakhmola
18A3HP620
Submitted to:
Prof. P.K. Mohanty
1
Contents
Sr. No. Topics Page No.
1 Introduction 3
2 Keller’s CBBE Model 5
3 Brand Value Chain 11
4 Types of Marketing Approaches 14
5 Marketing Mix (4 P’s) 18
6 Brand Tracking Survey 20
7 Brand Audit 25
8 References 27
2
Introduction
Domino's Pizza Inc is branded as Domino's. It is a American multinational pizza
restaurant chain founded in 1960 with its headquarter in Ann Arbor, Michigan.
Domino's is primarily recognized world leader in fast food (especially pizza)
product and pizza delivery operating a network of company owned and
franchise owned stores in the United States and the rest of the world.
Mission: To be number one.
Domino's started with just only one store but today they have over 16300 stores
all over the world. The company began its operations in India in 1996 in New
Delhi. Domino's entered the Indian market along with Jubilant Foodworks
Limited which is the master franchise for Domino's Pizza in India, Nepal, Sri
Lanka and Bangladesh.
By January 2016 Domino's had open its 1000th outlet. Domino's Pizza operates
1200 stores and 271 Indian cities which became Domino's second largest
Market all around the world. Domino's India appointed Pratik Pota as its CEO
from April 2017. Domino's began accepting online orders from 2011 which
accounted for approximately 20% of total sales.
Offerings:
Domino’s Pizza offers the following
assortments of products in India indicating
product depth and breadth.
• Pizza
• Pasta
• Bread Sticks
• Wraps
• Tacos
• Chicken Wings
• Puffs & Rolls
• Dessert- Cake, Cookies, Pastries
• Cold/Soft Drinks and Beverages.
3
Domino’s Tagline: Yeh hai Rishton ka Time !!
Franchisee: Jubilant FoodWorks Pvt. Ltd.
Growth in India:
Domino's share in the organised pizza market is over 55% & in home delivery
category is about 70%. Pizza segment has a huge demand in Indian Markets
especially for those living in urban areas and lead a very hectic lifestyle and
prefer fast food. Domino's also guarantees home delivery within 30 minutes has
gained it enormous popularity.
Operating revenue: Rs 881
crore for Q2 FY19, up 21%
YoY
EBITDA: Rs. 147.5 crore,
up by 44% YoY
Profit after tax: Rs 77.7
crore, up by 60% YoY
The company also launched
its updated mobile app
which registered a total of 13
million downloads in 2019 as
compared to 7.8 million last
year.
4
Keller’s CBBE Model:
1. Salience: The first step is to identity the category you want to serve and to
provide an offering to satisfy the need. Domino’s identified itself mainly
as a Pizza Serving and delivery giant.
Through this ad they are trying to convey what their product actually is
and are spreading awareness. They understood the market need for pizza
as a very popular fast food and provided a wide range with different
toppings and cheese.
5
2. Performance: Here, the company tries to advertise about their
competencies, point of parity and point of difference. They give out their
products’ major characteristics and prices. They try to give a meaning to
their offering and basically answers the question ‘What are you?’
Ad Links: https://www.youtube.com/watch?v=NLK4WyLL_YY,
https://www.youtube.com/watch?v=u_teBdBqavY
Through these commercials they are conveying how high quality fresh
and a wide range of ingredients are used to make the pizza. They are
telling its customers that their ingredients are neither frozen nor
processed. It’s all natural. And also they have a friendly, easy, fast and
free delivery.
6
Through these ads, they are emphasizing on the type of sauces, cheese
and crust they use and the price at which the customers can buy them.
They are conveying how to reach them for orders over a call and
describing the characteristics of its crust, sauces and toppings used.
3. Imagery: In this stage the company tries to position itself in the minds of
the customers. They try to project not only about their offerings but also
the image they want to portray of themselves in customers’ eyes.
Ad Link: https://www.youtube.com/watch?v=WzVjSG0c_mc,
https://www.youtube.com/watch?v=rTUAmlLHH-Q
Through the above commercials, Domino’s is trying to tell they audience
that they have improved their recipe and is now newer and better. They
have even used crickets(Virat Kohli) and Actress (Asha Negi) to endorse
their brand and project to its customers that it has really improved since
its inception with more fluffy crust, more toppings and better sauces and
process are used to make their product.
7
4. Judgement: Here the company provides information and tries to give its
customers a sense of judgement based on its quality, consideration,
credibility and superiority. Here the objective is to garner positive,
accessible reaction from the customers.
Ad Link: https://www.youtube.com/watch?v=N4FB9kR3Y3k
Through this commercial they are trying to say that they have the
‘perfect’ pizza which is critically made by top and experienced chefs
around the world. They know what the customers want in a pizza and
hence have made it more authentic and exotic by using superior
ingredients and processes. And with the likes of Celebrity Chef, Vikas
Khanna endorsing it, it gives a huge credibility to the claims by the brand.
5. Feeling: Here the brand tries to instil a feeling that can be associated with
its product. It can be fun, excitement, warmth, security, social approval or
self-respect. They try to find out what thoughts and state of mind do you
get in when you use their offering.
A B
h h
t t
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p p
s s
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Ad Link: https://www.youtube.com/watch?v=ds8AwgmYjp4,
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• The Commercial A depicts.the fun the group of friends can do .
along with Domino’s Pizza.y y
o
• The commercial B depicts social u
approval and security where it is o
u
shown that the delivery boys t follow each and every traffic rule and t
ride their bikes cautiously. u u
• Commercial C depicts the warmth b and tends to touch the emotional b
e e
chord of the customers. It shows how a mother takes care of her
. .
children and knows everything c
about them.
c
• And through commercial D,o Domino’s want to sat that they can o
have a affiliation, enjoyment m and social approval. Through m
Domino’s pizza you can build / relationships and memories. /
w w
a a
t t
6. Resonance: This is the most important c
stage of Keller’s model. It aims at
c
building strong relationships with hits customers. Here the objective is to h
have intense, active loyalty through ? customer engagement and ?
reinforcement. v v
= =
P P
d d
S S
G G
S S
w w
3 3
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I I
4 4
Q Q
9
Using this ‘Pizza Legend’ contest Domino’s encouraged its own
customers to invent a new variety of Pizza, name it and then share it on
social media for promotion. The other customers and even you can order
this new invented pizza which will be delivered at your home. This
created a huge traction for Domino’s Pizza and the customers actively
participated in this contest to make their own pizza and share those on the
social media which inturn advertised Domino’s Pizza itself.
Ad Link: https://www.youtube.com/watch?v=mmKV9YBVZPU
The customers could customize their own pizza with any of the
combinations and promote it. If that pizza became popular then the creator
of that pizza could order it for free upto a year.
10
The Brand Value Chain
Brand Value Chain is a systematic ordered approach to evaluate and analyse the
sources and outcomes of brand equity and how marketing activities create brand
value.
• The program multiplier determines the ability of the marketing program
to impact the customer mindset and is a function of the program
investment’s quality.
• The customer multiplier determines the extent to which value created in
the minds of customers affects performance of the brand in the market.
• The market multiplier determines the extent to which the value shown
by the market performance of a brand is manifested in shareholder value.
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Domino’s Pizza launched various discounts and offers both at their restaurants
and for online ordering. They positioned the product as fresh, authentic,
affordable and made using high quality ingredients and cheese. Moreover they
had a wide assortment of products and various variety that can be customized
according to the customer. The launched attractive combos and ‘Everyday
Value.’ Also they have certain offers that are available on certain days of the
week like ‘Monday Magic’ and ‘One on One Wednesday.’
The Pizza Turnaround:
Ad Link: https://www.youtube.com/watch?v=AH5R56jILag
This campaign was known as Pizza Turnaround. Here, Domino’s held an online
discussion and organized various focus groups where customers argued about
how the Domino’s Pizza was degrading in quality. Many important points came
out like ‘’Pizza was like a cardboard”, “boring, bland pizza”, “Void of Flavour”
etc. All these criticism was noted and the management was adamant to rectify
these problems. They seriously worked on the feedbacks given by the customers
and with few modifications to the various pizza making processes, launched the
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new improved Domino’s Pizza which tasted much better and had that proper
texture and ingredients. Then, they made the same customers who gave negative
reviews about their pizza to taste this new version. And hence, customers were
actively engaged in this entire process to turnaround the Domino’s Pizza.
Hence, using the program multiplier Domino’s upgraded its image and values
in the eyes of the customers. This campaign has a clarity of its objective. They
were to directly take feedbacks from its customers and work on those feedback.
This campaign was directly relevant to its customers and their criticism. This
was very distinctive as normally brands don’t advertise their negative aspects.
But Domino’s openly showed what criticisms they were facing from the
customers and how they took it as a challenge to change their customers
mindsets and reposition itself. Hence, they brought about these modifications to
all the Domino’s branches spread across the world. They did a few
modifications in the pizza making process and consistently applied these
changes across the world which uplifted their brand. The sales boomed by
32.2%.
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Types of Marketing Approaches
➢ Relationship Marketing:
This type of marketing mainly focuses on customer loyalty, engagement and
reinforcement that can be beneficial for a long run. As discussed earlier, the
relationship marketing campaigns Domino’s launched were ‘The Pizza
Turnaround’ and ‘Pizza Legend.’ In both the campaigns the customers were
actively engaged and were apart of the campaign. In The Pizza Turnaround, the
customers’ problems were addressed in order to retain them and have a long
term relationship. And in Pizza Legend, the customers were actively
participated and were engaged.
The Pizza Turnaround
➢ Permission Marketing:
In this approach the customers actually agrees to the marketing information that
is being provided to him/her.
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Domino’s came up with a unique loyalty program called ‘Points for Pies’
campaign. Here, customers has to sign up for this campaign through the
Domino’s App. Then while having a Domino’s pizza they have to point the
camera of their mobiles towards the pizza through the app. The app will
recognize the pizza and will offer some redeemable points as reward. Later, the
customers can redeem these points for buying pizza. Also, customers will
receive e-mails and SMS about the different types of pizzas available currently
and also the offers that are being launched on a regular basis. This, by signing
into this campaign the customers are actually giving permission to the company
to keep them updated about the various offerings.
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➢ Experiential Marketing:
In this approach the marketing of a offering is done through certain experiences
that the customers could engage in and form certain memories of it.
Domino’s introduced an app called ‘Tummy Translator’ that would help give
recommendations to the customers based on their stomach rumblings. Basically,
the user has to put his/her smartphone near to the belly and the app will translate
those rumblings into a pizza recommendation. And if the customers buys that
same suggested pizza then he/she would get certain discounts. This campaign
created small moments of joy for the customers.
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➢ One to One Marketing:
This approach is based on having personalized interaction with a particular
customer. This enhances customer loyalty and reinforcement.
Domino’s is shifting towards digital technology. While ordering online,
customers have to put in their address, phone number and other details as shown
below. By doing this Domino’s creates a huge database for its customers.
Then, Domino’s engages in geo-targeting. Through their addresses they can
send personalized message to customers living in different regions of the world
and make recommendations and suggestions based on variables such as
weather.
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Marketing Mix(4 P’s)
1. Product:
The offerings of Dominos is mainly focused on wide range of pizzas which is
customised based upon the region, customers and local markets like Pepperoni
Pizza in America and Tandoori Paneer Pizza in India. The size of the bases are
also of various types like small, regular, large. A large variety of dips, sauces
and toppings are also readily available. Apart from pizzas, Dominos also serves
other food product varieties like pastas, subwiches, dessert, chicken items,
breads and cold/soft drinks for which it has tied up with Coca-Cola.
2. Price:
Domino’s has priced its offerings very competitively because of 2 of its closest
competitors. They have adopted differential pricing for different sizes. During
customization the prices are modifiable with respect to the customers choices.
The beverages sold are relatively costlier due to the convenience.
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3. Place:
Domino’s runs on franchise model and 97% of its business is actually franchise
owned. The Indian franchiser of Domino’s is Jubilant FoodWorks Ltd. There
are 13000 stores approximately around the globe. Apart from USA, India is the
2nd highest market for Domino’s with at least 1100 stores. These stores are
usually located in malls, marketplaces, residential areas and posh high streets.
Also apart from stores, 95% of the transactions is done online through its
websites and apps with more than 39 countries having this digital store.
4. Promotion:
Domino’s is very aggressive when it comes to marketing and promotions. They
mainly advertise through their websites, mobile apps and personalized SMS
and gain their attention by informing them about discounts and offers. It also
advertises through TV commercials where they promote “30 minutes delivery,
else free.” It also engages in endorsements through regional celebrities to better
connect with its customers. It also features its ads/menus on newspapers and
also through catalogues. It also has offers for specific day of the week as
discussed earlier.
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Brand Tracking Survey
According to the survey, atleast 3/4th of the respondents preferred Domino’s
over the other pizza outlet. This shows the level of value, reach and image of
the brand in India. Domino’s is positioned as the most preferred brand in this
category. Hence, customers are associating by favourability.
As seen, around 45% of the respondents are delighted with the quality of the
offering by Domino’s and around 50% are just satisfied. This stage is the
Judgement stage in the Keller’s model. Majority of respondents do believe that
the quality of the product is commendable. Hence, customers are associating by
strength.
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Around 3/4th of the respondents are satisfied with the variety and assortment of
the products that are available with Domino’s. This also signifies the
Performance stage in the Keller’s model.
Most of the respondents are satisfied by the price of Domino’s Pizza and the
modifications that they can do according to their liking. This also covers the
performance aspect of the Keller’s model. High ratings for Value for Money
also signifies the Credibility of the brand which comes under judgement stage
of Keller’s model.
21
For majority of the respondents, the services they get and the ease of ordering a
Pizza is significantly higher. Domino’s has made sure to provide convenience
and ease of access to its customers.
Here too at least 3/4th of the respondents are satisfied by the amount of time the
delivery takes and almost half of them think that this delivery speed is the
fastest among its competitors. Domino’s has a competitive advantage when it
comes to delivery time. Hence customers associate due to its uniqueness.
Here, around 62% of respondents have ranked Domino’s in terms of brand
visibility and advertisements in the top 2 ranks. Since, the customers see the
brand around them through different mediums it increases their brand
knowledge.
22
Here, almost 63% of the respondents were able to correctly identify the colour
combination of the Domino’s logo. This shows the level of Brand Recognition
among the customers. The other 32% were close enough as White and Blue is
also insignificantly visible in the logo.
This shows the level of Brand Awareness the customers have about Domino’s.
More than 3/4th of the respondents correctly identified the Domino’s tagline.
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As long as customers are recommending your brand to others, you have a strong
resonance of your brand with the customers. Here, more than 3/4th of the
respondents are ready to suggest the brand to others which will increase word of
mouth publicity.
Most of the respondents associate the feeling of Fun and Excitement with
Domino’s. This is the Feeling stage in the Keller’s model.
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Brand Audit
Brand Audit is a detailed analysis that shows how the brand is currently
performing in the market relative to its stated goals, competition, customers and
market positioning.
A brand audit should allow a brand to:
• Establish the brand performance
• Discover brand’s weaknesses as well as strengths.
• Align the strategy closely with the customer’s expectations.
• The brand’s position in the market with respect to the customers.
The most common problem in brand audit is to quantify how the brand is
performing. One is obviously through sales but a brand is just not about sales. It
also involves certain qualitative aspects such as customer loyalty, brand
knowledge and brand equity. And it becomes very difficult to measure all these
aspects of a brand. Also, it depends on person to person. A customer may have a
different perception of the brand than the other. So all these irregularities has to
be considered while auditing.
25
For effective brand audit, a proper framework needs to be in place that is
aligned with the strategic mission of the brand. You need to consider your target
customers, how to reach them and device mechanisms to evaluate and measure
the feedback. Prepare and run a comprehensive survey with the customers to
cover each and every aspect of the brand. Customers are the genuine response
givers. Even the brand’s website footprint can be monitored as to how active is
the website. In this digital age, customers are becoming more internet savvy and
hence, traffic on the website can indicate a lot of things. The demographics
obtained by analysing the social as well as survey data can give any hints
regarding the audience and the interests of different groups. Of course analysing
the sales data will definitely indicate on how the market is responding to the
brand. And finally, also analyse how your competitors are performing and
understanding your position in the market.
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References:
1. Strategic Brand Management, 4e, by Keller, Kevin Lane;
Parameshwaran, Ambi M. G.; Jacob, Isaac.
2. https://www.mbaskool.com/marketing-mix/services/17074-dominos.html
3. https://www.autopilothq.com/blog/dominos-marketing-automation-
strategy/
4. https://econsultancy.com/10-deliciously-creative-domino-s-pizza-
marketing-campaigns/
5. https://www.prnewswire.com/news-releases/for-the-love-of-pizza-
dominos-to-offer-rewards-points-for-any-pizza---even-competitors-
300786181.html
6. https://medium.com/@rjianetwork/dominos-points-for-pies-
bbc475a4dccb
7. https://blog.hubspot.com/blog/tabid/6307/bid/5426/how-dominos-is-
using-customer-feedback-and-social-media-outreach-to-reinvent-its-
brand.aspx
8. https://metro.co.uk/2015/04/02/who-wants-free-dominos-pizza-for-a-
year-then-5132999/
END
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