Domino's marketing mix

Essay by hinfan0422B, February 2014

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Marketing Mix of Domino's


Domino's Pizza has chosen a market follower strategy. The product positioning of Domino's is delivery in 30mins or less pizza to every customers. At such product promise, Domino's able to implant the top of mind in customer's mind. The product mix has evolved to include pizza, salads, sandwiches, chicken wings and specialty desserts. Whereas, Pizza Hut has always followed "Single brand positioning" called "Pizzas". Pizza Hut also goes with multiple product strategy as Pizza Hut not only sells pizzas, they also deals with variety of other product such as appetizers, beverages, chicken wings. Pizza Hut more emphasize on the dining experience and food quality. Pizza Hut mainly sells Pan Pizzas, Stuffed Crust Pizzas, Thin Crust Pizzas, and Twisted Crust Pizza. Papa John's against current national and local take-and-bake companies or non take-and-bake companies. They also serve pasta and rice, pizza pocket, soups and salads. Papa John's resources are its commissary and high quality ingredients as it is raw materials.

Pricing (Malaysia pricing)


Small/ Regular/ Large

Standardized Ordinary Pizza Price


Rm11.80/Rm 24.80/ Rm 34.80

Pizza Hut

Rm9.80/ Rm 21.80/ Rm 30.80

Papa John's

Rm12.50/Rm 23.90/ Rm 32.50

* Current pricing list of Pizza Company in Malaysia.

From the table we can see that Pizza hut offers the best deal of ordinary pizza out of Domino's and Papa John's. The price range of pizza is RM10-RM35 excluded tax and service charge. Mostly the high price attributed to the high quality of ingredients used. For example, Domino's sourced its Pepperoni and Jalapeno needs from Australia and Spain respectively. Meanwhile Pizza Hut implementing "A high/low pricing" strategy as far as its new product are concerned where it fixes the price higher than its competitors and then gradually lowers the price below the competitor's price. Papa John's...