Daniel Watler Friday, February 24, 2017
Unit 9
Criteria Brief
P1 - Describe the promotonal mii used by two selected organisatons or a selected
Product/service
Scenario
You have been asked to investgate how diferent kinds o companies carry out their promotonal
actvites.
Task 1 – P1
You should create a leafet describing the promotonal mii used by Domino’s Pizza and ASOS. For each
company you should include the ollowing:
A descripton o the products and services sold
A descripton o who their target market is
A descripton o the advertsing they use
A descripton o the personal selling methods they use
A descripton o the public relatons actvites they use
A descripton o the sales promotons methods they use
,Daniel Watler Friday, February 24, 2017
Unit 9
Dominoes
Dominoes is one o the leading ranchises that specialises in pizzas, they currently have 26% market
share, just 1% above their biggest compettor Pizza Hut at 25%. They have been established since 1965
within the USA where they had a very success ul welcoming, they then branched into England in 1985
which again was openly welcomed. They currently have over 10,000 stores worldwide and have been
eitremely success ul in their triumph.
Products and Services
Dominoes are very well known or specialising in pizza, they have been selling this product or over 50
years but are stll fnding new and innovatve ideas to ensure the maiimisaton o revenue and customer
sats acton. Recently they have invested fnance towards their product development to cater or the
trend in consumer eatng habits. The current trend is or healthier eatng which is having a bad efect on
the business or obvious reasons. However Dominoes are currently doing an amazing job with their
product development to ensure there are various healthy alternatves within their menus to ensure that
sales don’t plummet. An eiample o one o their healthy alternatves is their newly implemented opton
to have reduced at cheese. This allows the business to advertse to all consumers which should lead to a
boost in sales and revenue.
The main service Dominoes provide is their delivery opton, although this has been implemented into
their other compettors services provided, this business is renowned or their ast deliveries. This allows
them to obtain more market share due to their ability to cater to all consumers. This service means that
customers can have their products delivered to a desired locaton instead o having to sit in a restaurant
to consume their ood.
Target Market and Advertsing
Dominoes have a very broad target market however they mostly cater their TV advertsements to appeal
to young sociable adults. They reach this target audience by advertsing situatons o large groups o
young adults consuming a selecton o Dominoes many products. This not only advertses their brand
but allows them to put pressure on current promotons. Another target market or Dominoes are people
who don’t have the tme to go into a store to eat their meal, this advertses their ast delivery service to
their consumers and again puts emphasis on current promotons.
The ways that Dominoes advertse their brand, products and promotons is through a variety o
methods, these are TV adverts, Radio, Mobile App, Emails and Tit messages. These all allow the
business to reach their target audience though multple platorms. This ensures that the maiimum
amount o consumers are notfed about promotons and changes within the business which in turn
boosts sales and revenue.
As previously stated the target market or Dominoes is young sociable adults ranging rom the ages o
18-35. This means that all advertsements include eatures such as eicitement and ast service. This
appeals to the businesses target market so it allows advertsements to have much beter infuence on its
viewers.
, Daniel Watler Friday, February 24, 2017
Unit 9
Personal selling methods
Dominoes use a variety o personal selling techniques in order to sell their products. They encourage
this with their employees as it means that the business makes more money, this relates to their aim to
be fnancially stable. This is eitremely notceable when in store as all staf are orced to promote
products such as stufed crust and deserts to customers with the intenton o making a sale. This means
that the business can generate more revenue within their stores thus achieving their aim to maiimise
efficiency and sustainability. Another way this business uses personal selling can be seen when looking
at the companies website. As you can see throughout the buying process the customer is given the
opportunity to ‘customise’ their products. This is not only another eiample o their methods o personal
selling but also their clever use o advertsement or current promotonal deals, this is because these are
positoned to make them more notceable to customers.
Public relatons actvites
The use o public relatons is eitremely benefcial or businesses such as Dominoes as it allows them to
essentally have ree/cheap advertsement. This is because this usually comes in the orm o newspaper
artcles and blogs. Here is an eiample o an artcle which Dominoes had produced about them;t [1]t
As you can see by the heading it gives readers the sense that
the business is becoming much more efficient and popular
within local communites. The artcle describes how the new
CEO o the business since his arrival has turned Dominoes
around with growth at an all tme high and sales hitng new
maiimums. This is obviously amazing coverage as the
business has invested no money into this advertsement. This
artcle also had a slight efect on the per ormance o
Dominoes when looking at their 4th quarter o 2016.
Following this artcle sales rose 12.1% in comparison to the
orecasted 10.3% which obviously wasn't all down to the use
o public relatons however it defnitely played a huge part.
Sales promoton methods
Dominoes use a variety o sale promoton methods which allow the business to increase their sales thus
showing an increase in revenue. The types o promotons they use are;t [2]t
Coupons
Vouchers
BOGOF
Discounts on bulk purchases
Compettons
Loyalty Schemes
When frst purchasing rom this business they usually ask or
an email in order to promote their current actvites. When
in store they will also advise you to take a survey about the
customers eiperience and thoughts. This then enttles the
customer to their current promotonal deal, wether this is
to be entered into a competton or to get £10 of their
neit order.
Unit 9
Criteria Brief
P1 - Describe the promotonal mii used by two selected organisatons or a selected
Product/service
Scenario
You have been asked to investgate how diferent kinds o companies carry out their promotonal
actvites.
Task 1 – P1
You should create a leafet describing the promotonal mii used by Domino’s Pizza and ASOS. For each
company you should include the ollowing:
A descripton o the products and services sold
A descripton o who their target market is
A descripton o the advertsing they use
A descripton o the personal selling methods they use
A descripton o the public relatons actvites they use
A descripton o the sales promotons methods they use
,Daniel Watler Friday, February 24, 2017
Unit 9
Dominoes
Dominoes is one o the leading ranchises that specialises in pizzas, they currently have 26% market
share, just 1% above their biggest compettor Pizza Hut at 25%. They have been established since 1965
within the USA where they had a very success ul welcoming, they then branched into England in 1985
which again was openly welcomed. They currently have over 10,000 stores worldwide and have been
eitremely success ul in their triumph.
Products and Services
Dominoes are very well known or specialising in pizza, they have been selling this product or over 50
years but are stll fnding new and innovatve ideas to ensure the maiimisaton o revenue and customer
sats acton. Recently they have invested fnance towards their product development to cater or the
trend in consumer eatng habits. The current trend is or healthier eatng which is having a bad efect on
the business or obvious reasons. However Dominoes are currently doing an amazing job with their
product development to ensure there are various healthy alternatves within their menus to ensure that
sales don’t plummet. An eiample o one o their healthy alternatves is their newly implemented opton
to have reduced at cheese. This allows the business to advertse to all consumers which should lead to a
boost in sales and revenue.
The main service Dominoes provide is their delivery opton, although this has been implemented into
their other compettors services provided, this business is renowned or their ast deliveries. This allows
them to obtain more market share due to their ability to cater to all consumers. This service means that
customers can have their products delivered to a desired locaton instead o having to sit in a restaurant
to consume their ood.
Target Market and Advertsing
Dominoes have a very broad target market however they mostly cater their TV advertsements to appeal
to young sociable adults. They reach this target audience by advertsing situatons o large groups o
young adults consuming a selecton o Dominoes many products. This not only advertses their brand
but allows them to put pressure on current promotons. Another target market or Dominoes are people
who don’t have the tme to go into a store to eat their meal, this advertses their ast delivery service to
their consumers and again puts emphasis on current promotons.
The ways that Dominoes advertse their brand, products and promotons is through a variety o
methods, these are TV adverts, Radio, Mobile App, Emails and Tit messages. These all allow the
business to reach their target audience though multple platorms. This ensures that the maiimum
amount o consumers are notfed about promotons and changes within the business which in turn
boosts sales and revenue.
As previously stated the target market or Dominoes is young sociable adults ranging rom the ages o
18-35. This means that all advertsements include eatures such as eicitement and ast service. This
appeals to the businesses target market so it allows advertsements to have much beter infuence on its
viewers.
, Daniel Watler Friday, February 24, 2017
Unit 9
Personal selling methods
Dominoes use a variety o personal selling techniques in order to sell their products. They encourage
this with their employees as it means that the business makes more money, this relates to their aim to
be fnancially stable. This is eitremely notceable when in store as all staf are orced to promote
products such as stufed crust and deserts to customers with the intenton o making a sale. This means
that the business can generate more revenue within their stores thus achieving their aim to maiimise
efficiency and sustainability. Another way this business uses personal selling can be seen when looking
at the companies website. As you can see throughout the buying process the customer is given the
opportunity to ‘customise’ their products. This is not only another eiample o their methods o personal
selling but also their clever use o advertsement or current promotonal deals, this is because these are
positoned to make them more notceable to customers.
Public relatons actvites
The use o public relatons is eitremely benefcial or businesses such as Dominoes as it allows them to
essentally have ree/cheap advertsement. This is because this usually comes in the orm o newspaper
artcles and blogs. Here is an eiample o an artcle which Dominoes had produced about them;t [1]t
As you can see by the heading it gives readers the sense that
the business is becoming much more efficient and popular
within local communites. The artcle describes how the new
CEO o the business since his arrival has turned Dominoes
around with growth at an all tme high and sales hitng new
maiimums. This is obviously amazing coverage as the
business has invested no money into this advertsement. This
artcle also had a slight efect on the per ormance o
Dominoes when looking at their 4th quarter o 2016.
Following this artcle sales rose 12.1% in comparison to the
orecasted 10.3% which obviously wasn't all down to the use
o public relatons however it defnitely played a huge part.
Sales promoton methods
Dominoes use a variety o sale promoton methods which allow the business to increase their sales thus
showing an increase in revenue. The types o promotons they use are;t [2]t
Coupons
Vouchers
BOGOF
Discounts on bulk purchases
Compettons
Loyalty Schemes
When frst purchasing rom this business they usually ask or
an email in order to promote their current actvites. When
in store they will also advise you to take a survey about the
customers eiperience and thoughts. This then enttles the
customer to their current promotonal deal, wether this is
to be entered into a competton or to get £10 of their
neit order.
