Part Three Cs 2 DOMINO\'S REFORMULATION deliv Table A provides demographic data
ID: 385846 • Letter: P
Question
Part Three Cs 2 DOMINO'S REFORMULATION deliv Table A provides demographic data for low and Demino's Pizza long held a reputation for quick dy service and termible pizza. Consumer focus groups high-frequency Domino's customers descnbed Domino' s pizza crust as being similar to The reaction to the advertising campaign itself was the sauces as very good. Late-night talk show hosts such as Coman ardboard, the pizza as mass produced, the sauces as very ood. chup, and the cheese as bland. For years, executives O'Brien and Stephen Colbert picked up on Domino's Domino's were aware of many people's feelings ads and featured them in exaggerated comedy pieces but chose to focus on its core compe- acy of delivery service instead of product quality However, delivery speed was not enough and Domino's cogmized that it needed better-quality pizza as well. Demographics for Low- and TABLE Domino's recently introduced a reformulated version f its pizza with higher quality and more flavorful ingre- ensIt launched an extensive advertising and pro- motional campaign that poked fun at its own brand by nouncing that the old pizza recipe was awful, but its new recipe was wonderful. Commercials featured focus pops giving negative evaluations of the old pizza rec- 14 pe and Domino's employees talking about complaints eceived about the pizza, with the promise of the new pizza being much better. According to Domino's CEO5-4 High-Frequency Domino's Customers -Vais per 1-5 Visits per Month 179 214 2 113 100 t wasn't a hard choice to change the pizza. But it was- There was no Plan B. If it dida't work, there was no poing back. You can't say your old pizza was bad and this new pizza is great and expect to go back to the old formula if people don't lhke it. This new pizza wa le dramatically different. It tasted beter there was no question. We knew all we had to do was get people to try it We were doing it through the absolute teeth of ice the recession, and we knew it would result in a higherHispanic cost pizza Gender 105 297 353 Consumers' reactions to the new pizza recipe were An mixed, but generally positive. Some critics claimed Household Income that adding spices does not constitute a reinvention of 5 the recipe. However, two months into the campaign, s2sk-S49K Domino's new pizza recipe beat Pizza Hut and Papa lohn's by a wide margin in taste tests. One customer wrote on Domino's Facebook page: 115 92 119 108 I seriously hated Domino's in the past. Oaly had it a 1o- couple times and it made my stomach upset and it was average at best. I recently moved and tried Domiso's 51 Chidren at Home again since there's not much for delivery where I moved to. We are totally turned around by the taste to order a lot more in the future. Way to tum things around Domino's, keep up the fantastic work!! Note Numben ae indesed to 100.whe 100is thfumple. 115 would represen 15 peoene ahove avengeExplanation / Answer
Repositioning the Domino brand can be extremely difficult because you could potentially lose loyal customers who already enjoy things the way that are before you transition; they may not like the new changes that the company has made which will result in a decline in sales. The time and money that has to be put into a repositioning a brand can be extensive and will require heavy advertising and marketing mix strategy in order to reeducate the consumer on the products that are offered.
Yes, I feel as though Domino’s new pizza is innovative because it is a new product that has created value, it is new and most of all it is better than the old recipe which has allowed it to bring in more revenue for the company. This would be continuous innovation because it does not require the consumer to change much but their attitude towards the old recipe of pizza but it encourages them naturally to try the new recipe and potentially love the new higher quality ingredients.
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