M2 Topic 4 Marketing Strategies - Apple/Domino's Case study Flashcards
How has Domino’s segmented the Australian pizza market (2)
households broken down into age groups:
- 55+ yrs = 20%
- 35-54 yrs = 41%
- 15-34 yrs = 39%
4 key product segments:
- traditional pizza = 43%
- Gourmet and speciality pizza = 23%
- Pizza sides = 18%
- Others = 16%
How has differentiation affected Apple
2017, iPhone X criticised for new feature
- OLED screens
- water proofing
- facial recognition
as they have been available in competitors phones for years
How has positioning affected Apple
2017, Chinese market, Apple products are seen as “high price” that are more “focused on design/style” than “features and performance”
How have Domino’s presented their goods to customers
Sept 2016, “Taste the colour” menu campaign, emphasis on fresh and tasty ingredients
Introduced new pizzas:
- Lamb Tzatziki
- BBQ Lamb and Bacon
- Creamy Chicken carbonara
How have Domino’s presented their services to customers
“Pizza Mogul”platform allows Domino’s customers to design and add pizza to the Domino’s menu and earn money from every order of it.
what does Domino’s brand look like (2)
Red sky blue white logo
Domino tile with two spots on one side and one spot on the other to represent the 3 original store
How does Domino’s package the pizza
Invented by Domino’s 1960
Industry standard box:
- flat packed corrugated cardboard box
-Vents, allow moisture to escape
How have Domino’s priced there pizza
Have created different market entry points through the range of pizzas :
- Standard pizza = $13.90
- Healthier pizza (chicken or seafood ($16.90)
what places do Apple distribute there phones (2)
2018 Apple
- 504 Apple retail stores located in 24 countries
- online stores accessible by 40 countries
How do Apple promote their product (3)
Product placement:
- House of Cards
- Simpson
Advertising
-“Shot on iPhone” campaign
Opinion Leaders (celebrities)
- U2
- Samuel L Jackson
How do Apple appeal to people
Job titles such as:
- “genius”
- “specialist”
used to raise employee status
What is Domino’s ordering process like
Domino’s app, zero click ordering, customers don’t have to touch a button to order
What is Domino’s Payment process like
2017, “Apple pay and “Android pay” introduced to streamline payments
What is Domino’s delivery process like
Domino’s philosophy:
- “Slow where it matters, fast where it counts”
- Project 3/10: aim to have orders completed in 3 mins and deliveries made in 10 mins
How is Physical evidence used by Apple when marketing the brand and product (2)
- Elaborate store design in prime city locations to reflect innovation and quality
- Allow customers to “test drive” Apple products
How have Apple used Global branding to market there brand and products
2018, top 10 global brands of 2018 satista research, Apple 2nd place worth 300 billion
How has Apple used Global standardisation to market there brand and products
2013, iPhone 5c used standardised global advertisements, that used the same promotional material but just altered the language for the country
How has Apple used Global customisation to market there brand and products
2015, India iPhone 6, Tailored Advertisement around the great Indian Wedding and it’s customs like:
- Seeing the brides face before the ceremony is causes bad luck
How have Apple been affected by Global pricing to market there product
2016, depreciation of the Euro vs $US 30% increase in prices in places like France and Spain lowering in the number of sales
How have Apple used Global Competitive Positioning to market there product
- 2018 India sales increased by 14.9%
- Focus on distribution of older models such as the iPhone 5s and SE model to ensure the products are price competitive and high quality
