MKTCB574 Competency 2 - Reflection
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MKTCB/574 Competency 2 - Reflection
Market Data
Pizza Hut
Dominos
Little Caesars
Papa John's
Jerry’s Subs & Pizza
Companies need data for strategic marketing alongside other significant operational decisions. Therefore, companies in the pizza industry can collect a wide array of data for the same purpose. Some of the market data these companies include data on the trending business practices in the industry, regarding their rivals, and customer-related data (Nasir et al., 2017). For instance, regarding trends, pizza companies can collect data on the prevailing market trends to redefine and get ahead of any upcoming trends. These data are essential in strategizing marketing goals and objectives. For instance, customer data indicates their demographics, behavioral, and psychological features, making them a potential target for certain goods and services. Most pizza companies target children aged 4 to 19 years because this population prefers pizza over any fast food and often influences family dining decisions (Samoggia, Riedel & Ruggeri, 2020). Thus, they target their marketing goals and choices to best suit this target market. Brand Equity: Domino’s Pizza
Brand awareness
Domino’s Pizza has a significant market share within the fast-food sector. In the United States, the company has a 36% market share, compared to 27% occupied by its major
2
rivals (Kirkpatrick, Cuvelier & Flanagan, 2018). This indicates that the company has a significant customer segment, demonstrating a high level of brand awareness.
Brand loyalty Domino’s Pizza has a sustainable consumer segment, 37% in the pizza delivery industry (Kirkpatrick, Cuvelier & Flanagan, 2018). It launched a new loyalty program, Piece of the Pie Rewards, that have since increased the company’s revenue stream. Domino’s Ms. Fouracre noted that “Currently, roughly half of our digital sales
come through our mobile channels.”
Perceived quality
Every pizza company has a unique approach to developing a high-quality pizza that meets its customer's preferences. Differentiation is a crucial approach that companies like Domino's use to compete in keeping their customers (Kirkpatrick, Cuvelier & Flanagan, 2018). In other words, they use best practices, such as technology, to meet the customer's perceived quality of the pizza.
Brand associations
Brand associations are the qualities that consumers can relate to when they hear of a particular brand or product. Domino’s Pizza is associated with authentic in taste, fast in service and consistent quality checks and assured freshness (Kirkpatrick, Cuvelier & Flanagan, 2018). This association has helped the company maintain success.
Brand assets
There are different varieties of assets associated with companies like Domino’s. While the company is commonly known for its pizza, it has several subsidiaries and
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