Domino's Pizza - Market Segmentation and Creative Evaluation

Introduction

Marketing is a very important factor that helps the companies to find ways to better reach their customers. They study the market and the consumer to determine the most efficient means to promote and distribute their unique product(s). Marketing can be very complex as is the market, and analysis of its intricacies can be equally complicated. The objective of this paper is to analyze and compare the marketing strategies of two companies and determine the effectiveness of the commercials on the market and the customers.

The companies compared are, Domino's and Papa John's. Founded in 1960, Domino's Pizza is the recognized world leader in pizza delivery operating a network of company-owned and franchise-owned stores in the United States and international markets. Domino's Pizza's Vision illustrates a company of exceptional people on a mission to be the best pizza delivery company in the world (Dominosbiz.com). Making a quality pizza using Better Ingredients has been the foundation of Papa John's for more than 25 years. You have my commitment that Papa John's will not stray from the foundation of quality & superiority upon which the company was built. We will always strive to be your 'Better' Pizza Company. (Papajohns.com)

Homogeneous Product Market

The Domino's Pizza brand resides in the U.S. Food Service / Restaurant Industry. Industry sales (Sector 72, NAICS) are expected to reach $604 Billion and have positive growth in 2011 after a three-year period of negative real sales growth, according to the National