Dominos Australia has adopted an individual product branding strategy. They customize their pizza offerings to cater to Australia's culturally diverse population. Key aspects of their strategy include offering over 6.5 million customized pizza combinations, using innovative digital tools like crowdsourcing and mobile apps to engage customers, and targeting marketing especially at younger demographics through television, music, and not displaying prices. This extensive customization and focus on digital engagement has supported Dominos in becoming a strong individual brand in the Australian market.

1. ABSAS SOLUTIONS
TestAssignment
In order to check your writing skills you are asked to write a short sample paper
that will show your level of English, ability to organize and express your
thoughts. Please write to the point and provide statistics wherever necessary.
The essay should be of two pages . All the instructions are explained in Writing
Guide (you can find it below), be attentive to follow all of them, as an editor
will check your essay referring to those instructions.
Here are several tips and requirements for a successfulsample-essay:
1. Follow the correct format:
a) 1 inch margins from all sides
b) Times new roman or Arial, font 12
c) Double space you are tasked to follow.
2. In order to make your paper logical we recommend chosing ‘5-paragraph
essay‘ structure for your sample-paper. This is the most common and
easily understandable structure for a short essay. In 5-paragraph
essay each paragraph has its purpose:
a) 1st - introductory paragraph. This should contain a thesis
sentence, the main idea your paper will defend or narrate about.
b) 2nd, 3rd and 4th - body paragraphs. Each paragraph should
represent specific idea or thought that is important for your
essay, and should contribute into supporting the key argument
of your essay.
c) 5th paragraph - conclusion. This last paragraph should not
contain new ideas. It should only summarize the ideas you have
already laid out in your paper and logically conclude the entire
writing.
3. You would be required to demonstrate your theoretical knowledge and
hold over management concepts.
4. What to avoid in your writing:

2. a) Run-on sentences - a type of sentence in which 2 or more
independent ideas are not separated by comas or full stops. Such
sentences are messy and are generally considered a mistake typical
for a primitive writing style.
b) Too short or too large paragraphs - each paragraph should not be
less than 3 lines and should not exceed your other paragraphs. The
amount of writing required to support your ideas should be more or
less equal. The paragraphs should also not be too short since they
all have to contain their own introductory sentence, body part and
concluding sentence.
c) Confused thoughts and ideas - it is important that your writing is
easily understandable and ‘user-friendly‘. Whatever is the topic of
your writing, it should be easy for reading. Avoid complicacy and
rather simplify your thoughts.
5. Timely delivery. Make sure you upload your paper in time. If you fail to
do so your paper may not be accepted
6. Proofread your writing after completion.
7. Do not copy-paste. Plagiarized papers will be turned down
immediately. An essayshould contain your ideas, or your research.
Note
 To join our team of experts, you are asked to attempt the test assignment
with this mail keeping in mind the criteria mentioned above.
 Revert with the completed test assignment , within the deadline so that
we can take the process further.
 In case of any doubts/queries/issues regarding the above profile feel free
to contact- 08582925320
The topic for your essay will be :- Deadline- 24 hrs
Please write it in 500 words.

3. “Discuss what branding strategy Dominos Australia has selected for its
product/service offers (are they using a family branding strategy or
individual product branding). Why do you believe this strategy has been
adopted by them?”
Heading: It’s All Good………..
Introduction
Brand Strategy is something which gives the
brand a personality of its own. It is a bridge between what promises the brand makes and
what the customer faces in day to day interaction with that brand. It is Brand Strategy which
differs a brand from its competitors. Brand Strategy makes or breaks the “Image” it has to its
target group. Brand Strategy largely depends on the
(i) Pricing.
(ii)Distribution Channel.
Body of the Paragraph:
Don Meji CEO and MD of Dominos first made
its footprint in Australia with the name Domino's Pizza Enterprises (trading as Domino's
Pizza) is an Australian public company that holds the master franchise for Domino's Pizza in
Australia, New Zealand, France, Belgium, the Netherlands and Monaco. Approximately 70%
of Domino's stores in Australia are franchisees, while the remaining 30% are directly owned
by the company itself. The company started in 1978 in Red Hill, Brisbane, Queensland
Australia as the nomenclature Silvio's Dial-A-Pizza, established by brothers Silvio and Fel

4. Bevacqua. Silvio's Dial-A-Pizza began first ever home delivery service in 1980 in Australia.
Surprisingly By 1993, Silvio's opened in over 70 locations. In 1993, Silvio's bought the
master franchise for the Domino brand in Australia and New Zealand, and between 1995 and
1996, all of the Silvio and Domino activities merged. The company saw a total Brand
Makeover as Domino's Pizza in 1996. Domino’s Pizza Australia is a 100 percent Australian-
owned private company, which owns the master franchise to the international brand. They
operate more than 250 stores across Australia and currently have five in New Zealand. They
sell 40 million pizzas a year, making it Australia’s second largest pizza industry player.
The main TARGET GROUP of Dominos in
Australia are
(i)Age: 30years and under are Domino’s major target group
(ii)Working-class
(iii)Time constrain people
(iv) Netizens
Australia is a diverse market culturally. Main Focus of Dominos was to customize pizzas.
More than 6.5 million migrants have settled in Australia since 1945.As other countries in
Asia and Australasia Eighteen-to-25-year-olds are a key demographic. Dominos main focus
always to address this demographic with new innovational strategy and marketing tactics.
Dominos, the largest television advertiser in the Australian pizza industry keeps young
people in its ads and use hip music in order to attract this market. Not putting a price on
pizzas in television advertising is all aimed at branding. Its going all out to cater its target
audience by some of the path breaking ideas adopted. Domino’s launched a number of key
digital initiatives to allow customers to interact with the brand. Among these crowdsourcing
initiatives was Pizza Mogul – a platform launched in Australia in July 2014 leading what the
Company has called the “me-tailing” revolution. Domino’s recently launched an extension of
the Domino’s Pizza Tracker in Australia to now include Android Watch. The Pizza Tracker
allows customers to “Chromecast” their Pizza Tracker to their TV.
All initiatives Dominos is undertaking leads to
be the “Youths’ food and style statement”. It continues to drain its large chunk of revenues to
address its Target Audience by Branding, Marketing, Digitally Advancement, keeping the
menus more customized, more and more customer oriented. The main thing of Dominos are
its flexible attitudes and addressing with its customer at a regular basis.Acknowedging the
digital revolution in a fantabulous way and thinking before its target group and know the
pulses very well to remain in the mind of them.

5. Conclusion
It is very clear and evident by the strategies and the
move Domino has turned itself that it prefers to become individualistic brand by customizing
the pizzas to the extreme extent from “Digital to Delivery”.