ballardc1982 Answer the questions in paragraph form. 1) In what classification…Answer the questions in paragraph form.
1) In what classification of consumer products would you consider Dominos Pizza? Why?
2) What are the steps in the new- product development process?
3) What stage of the product life cycle are salads in today? Why? Did Dominos make a wise decision expanding into salads?
Dominos is the second- largest pizza chain in the world. Today, the company delivers it’s piping hot pizza to hungry customers everywhere from Columbus, Ohio, to Bombay, India. Dominos developed its reputation in the competitive pizza market by listening to consumers and creating a value proposition that is convenient, saves customers time, and provides a meal the whole family can enjoy. Developing new products and services is the heart of of it’s business. That’s why Dominos carefully looks at trends in diets, in foods, and in technology. By using focus groups, the company learns what customers like and don’t like in pizza toppings, sandwiches, and appetizers. It also keeps a watchful eye on what competitors are doing.
When Dominos decided to add salads to it’s menu, it realized this would be a challenging expansion. The company had to answer several questions before adding salads. One key issue was whether the company should assemble salads at it’s company stores or find a partner experienced in the salad business that could handle this task. It found a partner in Ready Pac Foods, a company with a solid reputation in the salad market. The company next had to decide what types of salads would become part of the Dominos menu. After lengthy taste testing and research from focus groups, the company decided on three variations: Classic Garden, Chicken Caesar, and Chicken Apple Pecan.
Whenever Dominos introduces a new product, it is careful to bring the new item along slowly in the market. The company introduced its salad offerings in about one- fifth of it’s 13,000 stores using a wide cross section of the country (large cities, small towns, north, south, etc.). Marketing of any new product is generally a key to it’s success. Dominos extensive use of advertising, social media, and in-store promotions helped introduce the product in the selected test markets to build consumer awareness of the new menu expansion. Acceptance of the new product in test markets is critical before the company makes any decision to fully commercialize it. Sometimes, Dominos has been surprised by customer feedback concerning goods and services. For example, many customers told the company how important Dominos was to them on their wedding day. Dominos used this feedback to create the Dominos Wedding Registry. The company has a complete marketing campaign with engaging. Photos of brides, grooms, and, of course, pizza.
Customers perceive value from a product by comparing the benefits they except from the product and the cost of receiving those goods. The importance of listening to customers is critical to success in today’s competitive marketplace. While Dominos is always willing to listen to customer suggestions concerning new products, it knows that not all product innovations are going to be a market success. In fact, the company lives by the standard ” Failure Is an Option” when it evaluates new products. Like all successful compsnies, Dominos understands that delivering products that meet the changing needs of it’s customers is the path to long-term growth and success.BusinessBusiness – Other
