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Marketing Plan. Domino's Pizza New Distribution Strategy: Slice of The Day
- 1. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh D MI’S THE ZULFADHLI. SARAH. NATASHA. AZIMMI MARKETING PLAN DOMINO’S PIZZA NEW DISTRIBUTION STRATEGY: “SLICE OF THE DAY”
- 2. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh HOW IS IT ? HAVING MARKETING PLAN THAT SOLVE GLOBAL & BUSINESS OWNER PROBLEMS? WE HAVE IT!
- 3. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh WHAT ABOUT? WE DELIVER FOOD FIRST, BEFORE CUSTOMER ORDER! WE CAN DO IT !
- 4. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh HOW ABOUT? HAVING A MARKETING PLAN THAT REDUCE 94% of USUAL CAPITAL INVESTMENT! WE HAVE IT ! 94%
- 5. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh PROPOSE NEW DISTRIBUTION METHOD FOR BJECTIVE + + STRATEGIC ∫ = 2022
- 6. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh SITUATI N L N LYSIS SWOT ANALYSIS TOWS MATRIX ANSOFF’S MATRIX MARKET ANALYSIS
- 7. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh STRENGTHS 1. Domino's Pizza is one of the leading pizzerias offering excellent delivery services in Malaysia. 2. Known to embrace technology in their operation. 3. Committed with its food quality guarantee and quick services. 4. Support the awareness to keep world less with food waste. WEAKNESSES 1. Resist to change. 2. Domino’s Pizza have only offered a whole pizza to their customers. 3. Too focused on opening more outlets. OPPORTUNITIES 1. Booming of digital world and technologies. 2. Health-conscious consumers. 3. No other competitor sells one slice of pizza. 4. World’s awareness towards food waste. THREATS 1. A lot of pizza maker that raise in direct and indirect competitors. 2. Pandemic COVID-19 and Movement Control Order. 3. Fluctuate in imported raw material prices. 4. Changing in customer expectation and lifestyle. SW T N LYSIS
- 8. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh TOWS MATRIX OPPORTUNITIES O1. Booming of digital world and technologies. O2. Health-conscious consumers. O3. No other competitor sells one slice of pizza. O4. World’s awareness towards food waste. THREATS T1. A lot of pizza maker that raise in direct and indirect competitors. T2. Pandemic COVID-19 and Movement Control Order. T3. Fluctuate in imported raw material prices. T4. Changing in customer expectation and lifestyle. STRENGTHS S1. Domino's Pizza is one of the leading pizzerias offering excellent delivery services in Malaysia. S2. Known to embrace technology in their operation. S3. Committed with its food quality guarantee and quick services. S4. Support the awareness to keep world less with food waste. S2O2: Domino’s Pizza have opportunity to introduce new product distribution by using Artificial Intelligence Vending Machine and integrated with their advance apps. S3O2: With high health-conscious customers, Domino’s Pizza able to provide healthier food products such as organic vegetables, meats and low glycemic pizza crust. S4O4: Using Artificial Intelligence Vending Machine, Domino’s Pizza may give flexibility to customers to select and decide their own toppings, ingredients and quantity of each toppings of their one slice pizza alongside presented in a biodegradable attractive packaging. S3T1: In conjunction maintain reputation in fastest pizza delivery in the world, by using Artificial Intelligence Vending Machine, pizza can be served within 2 minutes. S2T4: By promoting purchase via apps, Domino’s Pizza strongly have a platform for data mining. This data includes high selection of pizza and ingredients, favorable locations, peak time sales recorded, type of customers, customer satisfaction survey and many more. This data can be used to forecast, predict future strategies and improvement needed. WEAKNESSES W1. Resist to change. W2. Domino’s Pizza have only offered a whole pizza to their customers. W3. Too focused on opening more outlets. W1O3: Domino’s Pizza must consider revising their current marketing strategy by making their products available at strategic places such as railway stations, R&R and tourist attraction locations. Adding from walk-in to outlet and delivery into reaching out to customer at strategic location. W2O1O3: In addition to become leading in pizza delivery company, Domino’s Pizza can become first pizza company that introduce selling one slice pizza using Artificial Intelligence Vending Machine. This can strengthen their position on pizza market and increasing their percentage in market shares. This also portrays that; the pizza is already delivered to strategic location before customer ask. W1T1T2: By becoming leader in new product distribution, people tend to remember Domino’s Pizza and have Domino’s Pizza in their mind whenever people talk about one slice pizza and pizza vending machine in Malaysia. W3T2T3: Combination of Vending Machine and Apps, it provides more hygienic food and contactless serving. Furthermore, Artificial Intelligence Vending Machine is 94% cheaper in term if initial capital starts up compared to opening new walk-in outlet. It is also cheaper in maintenance fee and less workers needed.
- 9. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh NEW MARKETS MARKET DEVELOPMENT Introduce new product distribution strategy of one slice pizza by using AI Vending Machines at strategic location and attractive environmentally friendly packaging. DIVERSIFICATION EXISTING MARKETS MARKET PENETRATION PRODUCT DEVELOPMENT ANSOFF’S MATRIX EXISTING PRODUCTS NEW PRODUCTS
- 10. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh RKET ANALYSISM POSITIONING “IT’S ALL ABOUT YOU” SEGMENTATION TARGET NEEDS AFTER WORK / SCHOOLS WORLD’S LEADER IN PIZZA DELIVERY HIGH TRAFFIC STRATEGIC LOCATIONS SEAMLESS, FAST, EASY – PRODUCT DISTRIBUTION RUSH HOUR HUNGRY HOLIDAYS / LEISURE HYGIENIC, SAFE, HEALTHY – FOOD ANYTIME, ANYWHERE
- 11. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh RKETING STR TEGYM 4P + 1P PRODUCT PROMOTION (IMCS) PRICE PLACE (DISTRIBUTION) PHYSICAL EVIDENCE
- 12. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh HEALTHY MORE HYGIENCE CUSTOM MADE BY YOU LESS FOOD WASTE 6’’ PIZZA WITH VARIETY of FLAVOUR / TOPPINGS / CRUST “ IT’S ALL ABOUT YOU ” DUCTPR
- 13. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh MPR TI N
- 14. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh PRICE Get own customized pizza More topping & ingredients, additional price incurred Cheaper than 1pcs Ayam Goreng McD, 1 ala cart KFC Twister Wrap 16% profit margin from 1 slice pizza production cost ** Average price for normal 14’’ pizza divided by 10 slices = RM3.60 Quickie meal
- 15. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh PL CEOur target is to place at 300 strategic location nationwide including … HOTEL MANAN LAUNDRY FAIZ VCoop LYANA WE DELIVER FIRST ! BEFORE CUSTOMER ORDER.
- 16. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh PHYSIC L EVIDENCE ARTIFICIAL INTELLIGENCE VENDING MACHINE MOBILE APPS PACKAGING
- 17. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh ARTIFICIAL INTELLIGENCE VENDING MACHINE
- 18. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh MOBILE APPS Integration of Domino’s Pizza with AI Vending Machine Multiple Function - VM Locator - Menu Availability - Discount & Promotions - Newsletters - Payment Gateways - Rating & Feedback Data Mining and Analysis - Customer behavior - VM breakdown - Sales performance - Material stock inside VM
- 19. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh PACKAGING ECO FRIENDLY THERMAL ATTRACTIVE EASY TO CARRY
- 20. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh LET'S DO THE MATH
- 21. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh COST : RM 500,000 Outlet AI Vending Machine (AI VM) COST : RM 30,000 VS = AI VM 94% Cheaper C STING
- 22. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh S LES PR JECTION Location Number of Vending Machine Install Q3 2021 Q4 2021 Q1 2022 Q2 2022 Hospital 10 15 20 30 Railway/MRT/LRT station 10 15 20 30 University 10 15 20 30 Commercial Area 10 15 20 30 Hotels 10 15 20 30 Malls 10 15 20 30 R&R 10 15 20 30 Tourist Attraction 10 15 20 30 Petrol Station 10 15 20 30 Convenience Store 10 15 20 30 Total 100 150 200 300 Sales target/year (slices) 730,000 1.095 mill 1.460 mill 2.190 mill Sales target/year (RM) 2.92 mill 4.38 mill 5.84 mill 8.76 mill 20 slices x RM4 x 300 places x 365 days = RM 8,76 ,
- 23. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh S LES & PR FIT 8,760,000 9,636,000 10,599,6003,504,000 3,854,400 4,239,840 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 4,500,000 6,000,000 8,000,000 10,000,000 12,000,000 YEAR 1 YEAR 2 YEAR 3 Sales (RM) Profit (RM) Forecasted 10% sales growth Profit = 40% from sales after deducting COGS & Taxes ROI < 3 Years Initial capital for 300 AI Vending Machines = RM 9,000,000
- 24. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh CTI N PL NBy accessing each department ….. QUALITY ASSURANCE DEPARTMENT • Conduct contests and giveaways every two to three months on social media/Interactive marketing • Host virtual event which focuses on Food Waste Awareness MARKETING DEPARTMENT • Come out with vending machine specifications • Integration of Domino’s Pizza application and Artificial Intelligence Vending Machine TECHNICAL DEPARTMENT Establish new SOPs to operate this concept
- 25. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh TIMELINE Scope Month 1 2 3 4 5 6 7 8 9 10 11 12 Analyze customer data and location Calculating budget and costing Presentation and Board approval Engagement with potential location’s owner Procurement, tendering and testings Installation, testing and commissioning Promotion Product launching
- 26. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh Setting Performance Standard In the control phase of a marketing plan, we must designate the standards that will be used to measure the marketing plan effectiveness. These may include a target setting of percentage increase in sales, the level of customer satisfaction index, and a percentage increase in profit. o Sales Revenue: RM8.76 mil o Expenses: less than 60% from sales o Profit: 40% o Customer Satisfaction: 8.5/10 Monthly and Quarterly Checklist o How many slices of pizza sold? o How frequent the VM breakdown? o Sales performance? o Marketing expenses? Measuring Responses o Marketing is designed to persuade consumers to purchase a product. One control put into place in any marketing plan is the monitoring of customer feedback. To get this customer feedback, we are using an Apps in which customer also use the Apps to get their pizza from the AI Vending Machine. Once they get their pizza, the survey will pop-up in the Apps and customer just answer and give their view on the pizza or the services. From there, teams will do an analysis and come out with the necessary action plan to improve further. Comparing Result to Standards o By comparing result to standard that has been set initially will give an indicator on performance of the marketing plan. Thus, will initiate the necessary action plan to improve the performance. CONTROL
- 27. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh C NTINGENCY PL N Item Risk Impact Plan 1. Competitor like Pizza Hut, Street Pizza/Homemade Pizza to replicate the same concept to reach out customer. Sales drop. Produce variety of menu seasonally such as during festive. 2. The owner of VM location did not want to further contract terms. Loss of sales. Revise contract terms time to time according to current situation.
- 28. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh C NCLUSI N Reduce Food Waste Meet customer expectation Sustaining Domino’s Pizza Business We believe this marketing plan is realistic, do-able and able to ….
- 29. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh REFERENCES PRICE https://www.nytimes.com/2019/02/19/dining/nyc-pizza-upside-dollar-slice.html https://www.mcdonalds.com.my/ https://kfc.com.my/ PHYSICAL EVIDENCE https://www.youtube.com/watch?v=VkmQAZoKP9Y COSTING https://themalaysianreserve.com/2018/11/08/dominos-pizza-aims-to-reach-240-outlets/ https://www.alibaba.com/premium/pizza_vending_machine.html? SALES & PROFIT https://www.pmq.com/the-2019-pizza-power-report-a-state-of-the-industry- analysis/#:~:text=According%20to%20a%20Technomic%20study,forecasted%20growth%20rate%20of%2010.7%25
- 30. MKT761 – Strategic Marketing Management . Universiti Teknologi MARA Kampus Permatang Pauh THANK YOU! Disclaimer: The information provided in this slides is a class project for academic purpose on proposed marketing plan for Domino’s Pizza. All information in this slides is provided in good faith; however, we make no representation or warranty of any kind, express or implied, regarding the accuracy, adequacy, validity, reliability, availability or completeness of any information in this slides. Under no circumstance shall we have any liability to you for any loss or damage of any kind incurred as a result of the use of the slides or reliance on any information provided in this slides. Your use of the slides and your reliance on any information from this slides is solely at your own risk.
Editor's Notes
- For marketing strategy, we apply the 4ps plus 1ps for new distribution of domino’s pizza, which is consist of Product Promotion Price Place Physical evidence For my part I will cover 2ps.
- Product this product has 6 incs pizza with variety of flavour and toppings such as sambal surf, tropical sambal prawn and sambal veggies, besides, the company has introduced and give indulgence to its customer in choosing the pizza crust and make own pizza out of their choice such as classic hand tossed, crunchy thin crust and extreme edge. Domino has resulted in the customer friendly environment as they are free to choose according to their taste preferences. The best part of it, this product is healthy which is customer can choose less gluten free and minimal amount of cheese. Next is hygiene, it is hygiene because our product is from vending machine, the product would be no human contact involved. This product give flexibility for customer to have their pizza because” it’s all about you”. Lastly, it is less food waste because customer can choose how many pizzas do they need, whethear it is 1 slice or 6 slices. And it come in separate ways with different flavours. This would help to decrease the percentage of food waste.
- Promotion We suggest customer to purchase our product through dominos pizzas apps and interestingly you will get 10% discount for every purchase immediately. Second would be this company can make a virtual challenge with hashtag. to encourage and attract more customer to buy this product To advertise this brand, the best ways are through social media including Facebook, twitter and Instagram. It is Because social media just need minimum cost. So now tasha will proceed with other 3ps
- Now, for my part. LET’S DO THE MATH
- First, we are looking into the costing to implement this marketing plan. From source by Dommal Food Service sdn bhd, cost to open one conventional Domino’s Pizza outlet is about five hundred thousand ringgit Malaysia. It is quite expensive right? But, if we are using an AI Vending Machine, it only cost you around thirty thousand ringgit Malaysia. By all means, by using this AI Vending Machine, it is 94% cheaper as compared to opening one convensional Domino’s Pizza outlet. Sounds great isn’t it?
- In term of sales projection. We are dividing the execution of this AI vending machines into four phase. In phase one, started on quarter three, year 2021, our target is to install 100 AI Vending machines in Klang Valley. Why? Because it is near to the Domino’s Pizza headquarters and easier to monitor. As the phase goes, up until phase four, we can slowly increase the number of AI Vending Machines installed nationwide to 300 units. This is subjected to the acceptance and demand from our valuable customers. If the demand is high, we can actually consider to install the AI Vending Machine at the existing 240 domino’s pizza outlet. We can choose the appropriate outlets that aligns to our market segmentation as inform by Zul previously. This is what we call, tackle the low hanging fruit. With 300 AI vending machines fully operated to serve our customers, in one year after execution, the projected sales are able to gain is around RM 8.76 million !
- The graph shows how the sales and profits are directly proportional to each other. So, now, with 9 million invested as a capital expenses for total 300 AI Vending Machines, And, the forecasted 10% growth in sales for three consecutive years, And, we are harvesting 40% profit from total sales, after we deduct the cost of goods sold and taxes, The return of investment are able to achieve by less than three years period.
- We move on to timelines to execute this great marketing plan, The period will take about 12 months to execute. For first six months is the thinking part. All the analysis, calculation, getting approval, engagement and start to purchase equipment's related are being done during this time. While the second six months is the site works. During this period, the installation, testing and commissioning of AI vending Machines together with the integration with the apps are done. Along the way, the promotion think tanker can play their role. And lastly, the long-awaited time has come product launching. We can stream this product launching via Facebook live. We need customer eyes to see, hands to buy, mouth to taste our product, and heart to feel this sensation. Do you want it guys?
- Finally, After presenting this great marketing plan to all of you, we, The Domi’s Anticipate, we believe that this marketing plan is realistic, do-able and able to Reduce food waste issue as mention earlier by Domi. We tackle the environmental issues here. Together, we able to meet customer expectation especially during this pandemic situation and to gain customer confidence in loving and purchasing Domino’s Pizza. And The most important thing is, to sustain domino’s pizza business whether during post pandemic or even at any circumstances. To make Domino’s Pizza a future proof business entity. And remember, it’s all about you! That’s all from us. Please consider our marketing plan to be accepted.
- Finally, After presenting this great marketing plan to all of you, we, The Domi’s Anticipate, we believe that this marketing plan is realistic, do-able and able to Reduce food waste issue as mention earlier by Domi. We tackle the environmental issues here. Together, we able to meet customer expectation especially during this pandemic situation and to gain customer confidence in loving and purchasing Domino’s Pizza. And The most important thing is, to sustain domino’s pizza business whether during post pandemic or even at any circumstances. To make Domino’s Pizza a future proof business entity. And remember, it’s all about you! That’s all from us. Please consider our marketing plan to be accepted.
- Thank you!