Read the case study and answer you make the call questions!
Marketing in Action Case Real Ch oices at Domino's Pizza is big business. Americans spend over $40 billion on pecialty "delivery expert" car, the DXP The DXPs are refash- pizza every year. With more than 59,000 U.S. stores that sell oned Chevrolet Sparks that come equipped with a working and deliver pizza, customers have lots of options from which "warming oven" in the rear of the car. The cars can hold to choose. Dominos wants more and more of them to make 80 pizzas per trip as well as a large number of drinks, side Domino's their only pizza delivery store items, and other delivery products. According to Dominos, In 1960, with a $500 down payment and $900 bor rowed, Michigan-based brothers Tom and James Monaghan, the Domino's logo on the ground. The front fascia displays purchased a small pizza store called DomiNicks. Soon after the Domino's logo, and the side panel displays the reflective that, James sold his half of the business to Tom, who in 1965 graphic of the Domino's brand. Other details include hubcaps renamed the company Domino's Pizza, Inc. For the next twowith the Domino's logo and the recognizable illuminated decades, the company continued to grow and in 1983 opened Domino's car topper." its 1,000th Dominos store and its first international store in Winnipeg, Manitoba, Canada. In 2010 Domino's Pizza'sthe little delivery car races across the desert, in another, a celebrated its 50th anniversary and opened its 9,000th store gy in a white lab coat talks about the features of the car worldwide. Today it has almost 12,000 stores including those and another promotes a $5.99 pizza deal with 0 percent in 80 international markets with global sales in 2014 of $89 APR for an unlimited time. The message that Dominos billion. This success has led to the company to consistently hopes consumers get is that everything Dominos offers- being ranked in the Top 10 in Entrepreneur magazine's annual from emoji orders to a delivery listing of great franchise opportunities the DXP comes equipped with a puddle li The humorous DXP ads mimic auto advertising. In one ordering process. Of course, there's no guarantee that the Recently, growth of the retail pizza industry has slowd DXP ads can have a positive impact on sales, that they because of intensified competition from other types of restau-ca convince consumers to make Dominos their first and rants and an increased level of consumer demand for healthiermaybe only option. food choices. In this market, where there is little room for Dominos must give current customer reasons to stay You Make the Call and persuade potential customers to give them a try Dominos spends the majority of its $100 million-plus3-34. What is the decision facing Domino's? advertising budget on traditional television ads. The message 13-35. What factors are important in understanding this deci- of the recent "AnyWare" campaign is that you can use any device to place your Domino's order whether via text, tweet, TV, or smartwatch. The individual commercials h ferent celebrities showing how easy it is to order food using their favorite devices. Eva Longoria orders a pizza using her TV remote, Sarah Hyland, an actress on Modern Family, texts her order with a pizza emoji, and The Avengers actor Clark Greg9 ed an orders by tapping on his smartwatch. 13-36. What are the alternatives? 13-37. What decision(s) do you recommend? 13-38. What are some ways to implement your recommen- following the AnyWare campaign, Dominos latest ad vertising campaign is not even about pizz-t's about the -wwomaleanim-awwalusu-awaan
