Company Profile and Campaign
Domino’s Pizza Malaysia opened its first store in 1997 and has established itself as one of the leading pizza companies in Malaysia in terms of market share, technology adaption, and physical stores (Domino’s Pizza, n.d.; Yee, 2020). To date, they have opened over 240 physical stores across Malaysia and greatly expanded their online presence, with the usage of social media being prevalent in capturing a large share of the pizza delivery market. Their use of clever and witty ads has entertained millions of people. Still, it has translated into an increase in sales and a larger market share (“Domino’s Malaysia Sees Double-Digit Growth in 2018″, 2018). They have also been leading the way in e-commerce and digital platform integration, as seen by their decision in 2018 to select Profisee, a data management company, to continue improving the consumer experience (Profisee, 2018). Ries and Trout (1972, as cited in Fill, 2022) stated that “it is not the physical nature of the product that is important for positioning, but how the product is perceived by others that matters” (p.109).
Domino’s Malaysia has positioned itself as a local brand that understands local consumers’ needs, and this can be seen by its refreshed and updated brand promise, “It’s All About You.” All these offerings are to ensure that Domino’s Pizza becomes routinized response behavior (RRB) (Fill, 2022) for the majority of consumers and cement their place as one of the well-known and best-selling pizza brands in Malaysia. This report examines Domino’s Pizza’s “Can’t Get Cheesier Than This” campaign, launched on February 15, 2022 to promote their new Mega Cheese Pizza and is still ongoing (Tan, 2022). An analysis of the campaign and marketing communications methods used will be conducted.
Context Analysis
Numerous different pizza brands are currently being offered in Malaysia besides Domino. Marketing effectiveness is determined by the micro and macro environment in which a company operates and considers the “Political, Economic, Social, Technological, Legal, and Environmental” (PESTLE) issues, which is necessary to examine the effectiveness of Domino’s current marketing communications methods and identify opportunities or threats if any. Malaysia’s Food and Beverage sector has been identified as a fast-growing sector (figure 1) driven by changing consumer needs, digital transformation, and the rise of food delivery platforms. Consumers are now buying more through e-commerce platforms (figure 2). The projected growth rate is one of the best countries in South East Asia (International Trade Administration, n.d.; JP Morgan, n.d.; Malaysiakini, 2021).
Political Factors
In the framework of international trade, political concerns have grown increasingly relevant. The scope of government involvement and surveillance of huge enterprises has increased dramatically in the recent decade. Taxation, employment, and other sectors such as the supply chain, impact the local market environment and demand. In addition to these, trade policy and foreign relations have a significant impact on international business development. Although numerous firms in the US are likewise severely controlled, doing commerce in the US is still much more lucrative than doing business in various other nations, particularly China. The trade battles between China and US have harmed American businesses attempting to enter the Chinese market. In China, Domino’s has taken a share in Dash Branding. In China, it is the master franchisee of Domino’s Pizza. In China, there were 336 Domino’s restaurants as of 2020.
Economic
Economic difficulties could have a severe influence on the overseas operations of QSR brands. As a result of the drop in economic activity, unemployment rises, and customer spending falls. People’s usage of the digital internet and related online marketplaces has grown, leading to an increase in Domino’s app and website sales. On the other hand, a prolonged recession may be terrible for quick-service businesses like Domino. Domino’s performance has been harmed by competition and currency changes. While Domino’s operational costs rise because of greater competition, profits fall as the dollar appreciates globally. In recent years, the middle class has seen an increase in disposable money, which has led to increased spending on non-essential items, recreation, and ready meals, which has benefited Domino and other quick-service dining franchises. The world economy was in excellent health before the epidemic. Consumer spending on fast food products remains higher when the world economy performs well.
Sociocultural
Sociocultural concerns have grown increasingly relevant in international occupational and advertising. These variables influence people’s preferences and the level of demand for various products in various world places. People’s food preferences and eating habits differ significantly among countries and communities. Domino’s must consider these variables to succeed in specific markets. Maintaining a positive social image is very important to Domino. Domino’s Pizza has a good reputation in every market where it operates. It also contributes to the communities in which its businesses operate worldwide. Domino’s considers demographic data because demographic changes impact sales volume in different markets. Domino’s has implemented adjustments to its product, marketing, and customer service operations to satisfy the millennial primary demographic.
Technological
Technology has helped the company stand out amid the QSR crowd by lowering operating expenses, increasing operational efficiency, and better managing shop operations and sales.
In recent years, Domino’s has made significant technology investments. In the United States, its app has a sizable following. In 2020, internet platforms accounted for more than half of Domino’s sales, a new high for the company.
Domino’s has been able to increase customer experience while reducing rival pressure.
Legal Issues
Legal and compliance considerations have become increasingly important for businesses worldwide. The legal agreement is crucial for significant firms in all engineering sectors in various areas, including labor standards, products, assessment, and the atmosphere. Compliance is essential for QSRs, as failure to do so could result in hefty fines. There are several franchising-related laws that Domino’s must observe in the United States and other markets where it operates. In recent years, Domino’s has boosted its use of consumer data and analytics, subjecting it to a barrage of consumer data and privacy regulations.
Environmental
Sustainability and other environmental considerations have grown crucial for businesses worldwide. Since the epidemic, a greater emphasis has been placed on long-term sustainability. More money is being invested than ever before in making businesses more sustainable. Governments have enacted environmental laws all around the world. Noncompliance is typically sanctioned harshly. Domino’s has made significant investments to ensure the company’s long-term stability. The selling of unlawfully obtained timber and forest products and the purchase of fiber resulting from illicit logging is prohibited under its legislation.
Marketing Communications Objective (s)
The campaign’s marketing communication goals include increasing brand recognition, delivering information, generating interest, and confirming the company. Raising awareness for innovative products and firms still unknown in the market is critical. The first strategic plans are typically concerned with developing a brand by effectively reaching out to clients, communicating the benefits, and in other circumstances, providing information to aid customers during the research stage of the purchasing process. By providing information, visitors assist in the decision-making process. There are a variety of varieties determined by the market competition. Customers can keep it simple and convey the advantages to a small number of competitors. It can match them and emphasize the advantages over the competitors.
A potential customer may be aware of (informed about) a company or product and service but has to purchase it (yet). It is challenging to move a client from brand awareness to purchase. In this instance, it is critical to creating necessity. To consider buying, a potential consumer must first realize that they have a particular need. The fundamental purpose of the advertiser is to increase user pleasure and purchase intention, not to make a sale. After completing a transaction, the marketers can start a campaign to improve the client’s relationship. Many establishments, for example, now ask for email addresses for follow-up notes and use customer credentials for rewards cards.
Marketing Communications Strategy
The campaign adopts positioning as the marketing communication technique. Positioning represents a marketing process that entails creating a product’s image for possible customers. A company’s marketing positioning plan is prejudiced by several factors, including client needs, motivations, and competitor actions. When placing their products, businesses consider quality, selling prices, differentiation, comfort, workgroup, and customer support. Suppose corporations cultivate an excellent perception of the brand in customers’ minds. In that case, they will be more likely to maintain a competitive advantage, enabling employers to assert their position in the market landscape and significantly aiding a firm’s ability to stay competitive. One of any firm’s primary goals is to increase sales and revenue. By possessing a more pertinent providing and conversing it more successfully, a company may be able to reach a new market, resulting in new customers and sales. Positioning in marketing gives legal a particular functionality or advantage and focuses on products correspondingly, giving organizations the look of experts. Hence, prospects’ perceptions of a business worth will skyrocket. Precise marketing positioning facilitates good communication and nurtures solid and healthy customer relationships. Companies can use positioning in marketing to describe the essential advantages of their service or product. It energizes the product and links it to the specific customer who needs it. The core message of this campaign, “Can’t get Cheesier than this,” implies that the company offers the best cheese, and no other firm can offer a more quality cheese than Domino’s Pizza Malaysia. Domino positions itself as “Can’t get Cheesier than this” and communicates this by offering quality services to attract more consumers.
Communications methods
Domino’s has a long history of maintaining open communication with its guests. Clients can order Pizza by calling or leaving a note on the phone. Customers can also order their products from Dominos’ main website. The packaged food content is sent and retrieved by the customer at the appointed location. The buyer is not compelled to pay if the item does not materialize within the specified thirty minutes. The product is shipped at no cost to you. The delivery lads are the actual heroes of this company. Each route’s details are set in advance, and this schedule is followed every time a contract is concluded to save time. One of the most popular ways to eat Pizza is to dine at a Dominos store. Domino’s Pizza has a vast number of locations in high-traffic areas. Domino’s Pizza may be found in practically all retail malls and major thoroughfares.
Scheduling
Numerous organizations underestimate timing, particularly those with limited staff and even scarce options. Most business owners overlook the necessity of marketing at specific seasons of each year, preferring instead to extend their marketing during the year, which, although effective in some cases, can also result in a minimal return on investment. Advertisers and organizations can engage a market at a moment when they are giving the most interest, improving engagement, prospects, and sales by addressing specific times of each year. The (estimated) timings of the marketing communications campaign are five days, as shown below.
Resources (financial and human resources)
The campaign will utilize both human and financial resources to meet its objectives. HR and branding are collaborating to develop the organization’s identity. While the sales team promotes the employer’s products to customers, HR and advertising collaborate to convey the company image to employees. Economic management allows the branding and marketing departments to keep on track, effectively handle financial parts of the organization, and prevent any financial missteps that could cost the organization capital. Finance represents a marketing associate who handles the intelligent manner of marketing.
Control, Evaluation, and Feedback
The campaign’s success was measured and evaluated using leads and sales, which were measured in varying ways, including the revenues the campaign generated by increasing sales, its contribution to the business, sales chances established, and how it enhanced the company’s reputation. Establishing SMART objectives played a significant role, including ensuring the campaign was successfully executed. Though measuring the success of a marketing campaign is established through clear objectives and ensuring marketing success, it takes patience and determination to ensure the success of a campaign. Evaluation is an essential constituent of marketing because it allows an organization to eliminate failed methods and establish a long-term approach for growth. Businesses can save cash by shifting or deleting enterprises that are not hitting their targeted audience or receiving the response they need by arranging regular audits of their promotional campaign. Businesses shape devices to path the accomplishment of each advertising movement as they plan to brand evaluation inexpensive and more accessible.
Recommendations
The brand can improve the effectiveness of its marketing campaign in various ways, including tailoring, targeting, triggering marketing, tracking success, testing the performance, and acknowledging what is working or not. Tracking success will help the business acknowledge the money it has been allocated and how it is beneficial. Marketing targeting aids both products and clients by enhancing marketing movements and audience communications, increasing brand devotion, and even resulting in quality goods and services. Tailoring marketing puts the customer in the spotlight. You have enriched customer profiles by watching their online behavior, performing research, and having personal conversations with them. Because personalized notifications are more unforgettable and leave a lasting impression, sending an email that adjusts to the customers’ requirements at any given time is an example of excellent customer service that boosts satisfaction and increases the probability of customers suggesting the business to their friends and family.
References
Domino’s Pizza. (n.d.). Domino’s Home Page – Domino’s Pizza, Order Pizza Online for Delivery – Dominos.com. Dominos. Web.
Domino’s Malaysia sees double-digit growth in 2018. Malaysian Business. Web.
JP Morgan. (n.d.). E-commerce payments trends: Malaysia. J.P.Morgan. Web.
International Trade Administration. (n.d.). Malaysia – eCommerce. International Trade Administration | Trade.Gov. Web.
Profisee. (2018). Domino’s Pizza Malaysia Selects Profisee to Support Data Management Initiatives. Cision. Web.
Yee, T. J. (2020). Technology keeps Domino’s at the top of the pizza game. Digital News Asia. Web.
MalaysiaKini. (2021). Swipe to buy: How shifting consumer habits are changing Malaysia’s future for retail. Web.
Global Data. (2021). Malaysia’s e-commerce market to grow by 10.6% in 2021, reveals GlobalData. Web.
Statista. (2021). Online Food Delivery – Malaysia. Web.
Tan, J. (2022). Domino’s Pizza Malaysia hands creative duties to FCB. Marketing Interactive. Web.