After perfecting the pizza delivery model in the 1980s, Domino’s lost touch with

Question

After perfecting the pizza delivery model in the 1980s, Domino’s lost touch with its customers to the point that the brand was ridiculed as little more than cardboard and ketchup. To fix the brand, executives commissioned a reinvention of the Domino’s pizza and launched a “Pizza Turnaround” campaign to renew customer loyalties. Using the Internet for research, write a five-page report on the Domino’s “Pizza Turnaround.” Describe the campaign’s role in managing the Domino’s brand. What was the message strategy of the campaign? Do you think the ads were effective at restoring the brand’s image? How might company leaders use the tools of advertising and promotion to keep consumers buying the new and improved Domino’s pizza?

Explanation / Answer

Yes its true that the brand lost it touch with the customers because several factors they are poor service,flaws in the system,bad marketing,Mismanagement,staff misbehaviour,Bad taste of the pizza, poor response of the complaints,bad delivery system, indiscipline staff,More time in delivering the orders these all stated factors led to the popularity of the brand this affected the growth and ultimately resulted into heavy losses. The dominos pizza brand had several questions by the customer for the pizza base and the taste of the material put inside the pizz they were dragged to court several times for not adhering the food and drug administration rules and regulation. They had to shut down their operation for few days as this led to the people suspicion. They had also suffered a big setback from the court orders where their product was underrated and has nil presence in the market. World renowned companys who are the leaders in pizza manufacturing had to go under this trauma as this led to losses and a complete shutdown of the business. The management became helpless and could not search a solution later on when their was a new management who took incharge of the company did complete makover of the brand from scratch. What they did was focus emphasizing on the brands reach they distributed freebies and ensured that tasting is done in the cities all across to make people undertand the product. Marketing cmapigns,with the DJ shows were organised they focused more on the Print and electronic media where the product happen to gain weightage after a complete makeover of the brand they also ensured that the cost of the product to be less. after the product started picking up they targeted all the retail outlets and opened their outlets as SOH,SOR in various outlets and EBOs were opened where they had their own identity. The product came out of the bad phase and now the product is one of the best product and has been doing miracle all across the world.

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