This paper will compare and critically analyse their business objectives will be made, followed by further comparisons and analyses of their marketing mix, marketing segmentation, and positioning in the UK market.
The main priority for Domino’s Pizza is to provide timely and customer friendly service, which is reflected in its marketing objectives. For example, Domino’s considered the time when customers place and receive pizza orders as a great opportunity to connect with their customers. To do this, Domino’s offers their customer’s real time updates on order confirmation and delivery time to improve their delivery service. On the other hand, Pizza Hut’s main marketing objective is to engage with its customers by identifying their characteristics in order to provide them with relevant and timely offers. Moreover, Pizza Hut wishes to grow and retain its present customer base through the use of various promotion campaigns. Both Pizza Hut and Domino’s Pizza also seek to build their brand names to become household names in the UK, while also building customer loyalty through the provision of excellent and quality foods and quick service (Yohn, 2014).
The basic product offered by Pizza Hut is dining experience, although they also provide food (Yohn, 2014: p1). The main product offering for Domino’s Pizza is their food, while their excellent delivery services that promise pizza in 30 minutes flat also counts as part of the product offering. As a result, customers whose basic need is food may visit Domino’s for a pizza or order for pizza from the comfort of their residence expecting good taste and hot pizza. The main difference between Pizza Hut and Domino’s is that Pizza Hut is mainly concerned with the dining experience because they run a restaurant operation, unlike Domino’s that mainly offers a home delivery service (Yohn, 2014). With ...Show more