You are the Brand Marketing Lead at

Domino's Pizza (Canada)

.

Recently your team has come to you looking to understand how they could extend the brand's reach to better engage

& attract three new audience segments:

1. The "Active Young Males" segment can be defined as:

Age range 20-30, primarily mid-income level, male

Located in metropolitan cities in Canada

Can span multiple ethnicity/religions, but are predominantly Caucasian and non-religious

Hobbies include: working out, watching organized sports, going out on the weekend with friends, video games

Values include: saving their money, equality among all people, highly values their physical appearance.

2. The "Health-Conscious Young Mother" segment can be defined as:

Age range 25-35, primarily mid-income level, female

Located in metropolitan cities in Canada

Can span multiple ethnicity/religions, but are predominantly Caucasian and non-religious

Hobbies include: working out/yoga, personal wellness, hanging out with their new kids

Values include:equality among all people, health benefits, sustainability

3. The "South Asian Family" segment can be defined as:

Family unit with 2-4 children

Located in metropolitan cities in Ontario

First or second generation immigrant from South Asian countries

Hobbies include: spending time with family, cooking/eating South Asian cuisine, experiencing "Canadian" things

Values include: cultural tradition, stability, respect,

Based on initial discussions, your team believes that striking a brand licensing deal with another brand could be a great way to engage with these audience segments. How can we prepare Brand Licensing Recommendation.

1.Brand Selection

Please select 1 brand for each segment, that you believe Domino's should partner with on a licensing initiative. For each brand, identify why you believe this would be a good brand to partner with on this based on the the information you know about the target audience that are mapped with.

(Note: DOMINO'S IS THE LICENSEE)

2.Licensing Recommendations:

Provide 1 brand licensing recommendation for each of your selected partner brands (i.e. explain what the marketing outcome of your brand licensing deal will be).