Domino Advertising and Media Strategy Essay - 781 Words

Domino’s Case Study 1.What are the benefits for the Domino’s brand for selecting this media strategy Lydia Reaching a large audience Attitude and personality of show differentiate brand Differentiated Domino’s by personality, not simply product or innovation Allowed Domino’s to own a property Allowed Domino’s to be aired every day of the year AND at dinner time Acted almost like promotion as advertisement encouraged an immediate response given consumers would see it at dinner time and then feel like pizza Complimented target audience (18-24 year olds) whose base environment is the Internet, and who often seek answers (dinner solutions) online Brittany The benefits for the brand in selecting this media strategy is that The Simpsons offers†¦show more content†¦Considering Dominos target market (‘pizza eaters’ aged 18-24) and the target audience of other brand loyals (customers of competitor stores, specifically pizza hut) and favourable brand switchers (occasional pizza eaters), using a relatively new approach to media selection (sponsorship) which also uses the customers relationship with the media as an input into media selection was effective. Dominos choice to sponsor a show like The Simpsons allowed reaching the mass of their target audience and establishing a positive relationship. 3.What are the possible drawbacks of this media strategy in the long term? Lydia Committing the majority of the national advertising budget to sponsorship had its risks. Sponsorship, at the time, was a fairly new way of marketing, and so its longevity and success were hard to predict. While being aired every day on national television can be seen as quite possible, audience members might become numb to the advertising, as it’s effectiveness could be lost due to over-consumption of the advertising content. Sponsorship also meant that Domino’s were restricted by laws that limited what could be said in the television show’s credits; Domino’s ‘could only make a reference to the programme and show the logo’. This meant that while they may have new and exciting news to share, laws may prohibit them from communicating this news. Domino’s new online presence may also have been poorly executed. Utilising theShow MoreRelatedEnvironmental Scan1557 Words   |  7 Pagesadvantages of each identified company and what strategies these companies use. Included in the assignment is information on how each company creates value and sustains their competitive advantage through business strategies and what measurement guidelines each company uses to verify their strategic effectiveness. Last, the assignment provides the effectiveness of these measurement guidelines. This paper contains the environmental practices of Domino Pizza, Inc. versus Pizza Hut, Inc. StakeholdersRead MoreMarketing Strategy Of Domino s Pizza1416 Words   |  6 Pagesorder to meet the needs of every customer to send fresh pizza with foreign demand, since 1973 Domino s pizza launched a pizza delivery service within 30 minutes, and has a patented delivery package, make sure to deliver the high-quality pizza to customers. 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