Final Project: Marketing Promotion

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Marketing Promotion

Team: D.S.

Introduction • Domino’s pizza is an international pizza

delivery corporation

• It was the second-largest pizza chain behind

Pizza Hut

• The first Domino’s pizza in Taiwan opened on

November, 1989, since then the brand had

become the leading brand of delivery pizza.

Problems

• The business crisis occurring currently has made

people reduce their expenditure on parties and

gatherings.

• Domino’s sales are decreasing, and have become

much worse than before.

• Customers prefer Pizza Hot more than Domino’s

Pizza.

Methodology

• Our target sample for this research consists of

NCTU students

• 30 questionnaires will be distributed around the

campus randomly.

• We applied to the T-tests and gave general

explanations on our questionnaires

3 types of innovative themes

Theme A: ‘Meal’

Theme B: ‘Bar’

Theme C: ‘DIY’

Theme A: ‘Meals’

• Similar to McDonald’s, Domino’s Pizza offers combo meals.

• Apart from the main dish ‘pizza’, which comes in different sizes, there are side dishes such as fried chicken, French Fries, salad, soft drinks, breakfast items, and desserts.

(This picture is taken by us, and so we reserve the right of this picture.)

Fig.1: A McDonald’s combo meal.(2009/06/22)

• Different flavors of freshly-baked pizzas are displayed on a counter along with some side- along dishes

• Customers can just grab a tray and pick any amount of food they want, then pay for it at the checkout counter, both time-saving and convenient.

Theme B: ‘Bar’

(This picture is taken by us, and so we reserve the right of this picture.)

Fig.2: A roadside food stand. (2009/6/22)

• Similar to Subways, samples of the ingredients of the pizza are displayed behind the counter.

• Customers choose how many pieces and the sizes of pizza they want first, and then tell the clerk what ingredients they want.

• After that, the freshly-made pizza(s) would be put in the oven for baking.

Theme C: ‘DIY’

(This picture is taken by us, and so we reserve the right of this picture.)

Fig.3 : Counter of ingredients being displayed in Subways. (2009/6/22)

Hypotheses

1. Students of NCTU would want to make pizza

purchases as an individual.

2. If pizza is sold to customers in singular slices,

their desire to purchase would increase.

3. Among the three kinds of promotion samples,

‘Theme A : meals ‘ is the preference among

NCTU students.

Hypothesis 1:

Students of NCTU would want to make pizza purchases as

an individual.

Question 1: Do you know “Domino’s Pizza?”

Fig.4 : The percentage of NCTU students who have ever heard of

Domino’s Pizza.

Question 2:

Have you ever ordered ’Domino’s Pizza’ ?

Fig.5: The percentage of whether or not NCTU students

have ever ordered Domino’s Pizza.

• According to the first and second question, we know that

every NCTU students know Domino’s Pizza, and 93%

NCTU students have ordered Domino’s Pizza. We can

conclude that Domino’s Pizza is well-known among

NCTU students.

Question 3: How many slices of pizza do you need in order to be satisfied? In average, how many slices of pizza do you have when sharing pizza with other people.

We compare the answers of

these two questions, and then

conclude the degree of

satisfaction when NCTU

students have pizzas in group.

Fig.6: Each segment means the percentage of how NCTU students feel when sharing pizza with other people.

• There are 67%, which is a big portion, NCTU

students who are still hungry after they have pizza

with others. It is evident that they need to buy

more slices of pizza by themselves after having

pizzas in group.

Question 4:

When consuming in group form, have you ever felt divested

from choosing your favorite flavor of pizza because of others?

• It is a common thought that everyone want to get their favorite.

• We can see there are 57% NCTU students wanting to have their favorite flavor of pizza but they can’t. They have to compromise with other people in the group. If they order pizza alone, there will be no such problem.

Fig.7: The percentage of whether or not students ever find that their in flavor is limited when in a group order for pizza.

Question 5: Have you ever give up ordering pizza because you cannot find other persons having pizza with you?

• There are 73% NCTU students who want to eat pizza, but as a result of the size of one pizza, they always have to ask other people to share with.

• If they cannot find any people to share with, they give up the thought to order pizza.

• It’s a pity that so many students cannot have pizza alone and in other way, pizza shops miss the opportunities to make profits.

Fig.8: Percentage segments of NCTU students of whether or not they have ever gave up due to not having ganged up enough person.

Hypothesis 2

If pizza is sold to customers in singular slices, students’ desire to purchase would increase.

“Very attractive/important” = ’5’“attractive/important” = ’4’“So-so” = 3“Not attractive/not important” = ’2’”Not attractive/not important at all” = ‘1’

Question 1: Does this idea sound appealing to you and therefore would make you willing to make a purchase?

Fig.9: The proportion of how consumers are attracted by pizza sold in singular slices.

Very

attractiveAttractive So-so

Not

attractiv

e

Not

attractiv

e at all

Total

Score 5 4 3 2 1 ---

Count(n) 1 9 17 3 0 30(N)

Weighted

score(xi)5 36 51 6 0 98

Average( ) σ 2=

3.266667 0.478161

Table 1: Statistics of T-test when test value is 3

Statistics of T-test

Test value ＝ 3

T df

Level of

sig.

(two-tail)

95% Confidence interval

Lower bound Upper bound

attractiveness 2.1122 29 .05 -3.00848 3.52488

Table 2: Statistics of T-test when test value is 3

More than half of NCTU students who answered this

question doesn’t show much enthusiasm to the idea of

selling pizza in singular slices. We think the reason is that

the students here in NCTU might not yet be ready to

change their perceptions of eating pizza, and have not yet

put too much thought on this new experience.

Analysis

Question 2: What kind of reason would make you come and purchase this new product？

Fig.10: The percentage segments of what the students think of factor 1.

Factor 1: A pizza personally tailored for the customer.

Very

importantImportant So-so

Not

important

Not

important

at all

total

Score 5 4 3 2 1 ---

Count(n) 4 11 11 4 0 30(N)

Weighted

score(xi)20 44 33 8 0 105

Average( ) σ2=

3.5 0.810345

Table 3: Statistics of T-test when test value is 3.

More than 50 percent of NCTU students seem to like the

idea of a pizza especially tailored for them. We think this is

maybe due to the fact that this is a whole new type of

pizza-eating experience.

Analysis

Factor 2: Customers can choose freely among any flavors.

Fig.11: The percentage segments of what the students think of factor 2.

Very

important

Importan

tSo-so

Not

important

Not

important

at all

total

Score 5 4 3 2 1 ---

Count(n) 8 16 4 2 0 30(N)

Weighte

d

score(xi)

40 64 12 4 0 120

Average( ) σ2=

4 0.689655

Table 4: Statistics of T-test when test value is 3.

More than 90 percent of NCTU students think that the

idea of being able to choose freely among pizza

flavors is important. We conclude that this, on some

level, have something to do with people feeling limited

in selecting flavors when in a group order for pizza.

Analysis

Factor 3: You can choose the amount of pizza you feel fit.

Fig.12: The percentage segments of what the students think of factor 3.

Very important

Important So-soNot

important

Not important

at alltotal

Score 5 4 3 2 1 ---

Count(n) 11 9 7 1 2 30(N)

Weighted

score(xi)55 36 21 2 2 116

Average( ) σ2=

3.86667 1.36092

Table 5: Statistics of T-test when test value is 3.

More than 67 percent of NCTU students find that whether or

not they can choose the amount of pizza they personally prefer

important. We can conclude the fact that in normal occasions,

students do find that sometimes there is too much and

sometimes there is too little pizza to eat.

Analysis

Factor 4: Convenient ( No need to rally several people in order to order a pizza)

Fig.13: The percentage segments of what the students think of factor 3.

Very

importantImportant So-so

Not

important

Not

important

at all

Total

Score 5 4 3 2 1 ---

Count(n) 10 13 4 1 2 30(N)

Weighte

d

score(xi)

50 52 12 2 2 118

Average( ) σ2=

3.93333 1.236782

Table 6: Statistics of T-test when test value is 3

Test value＝ 3

T* df T Mean

1. 3.0422 29 1.699 3.5

2. 6.5954 29 1.699 4

3. 4.0690 29 1.699 3.866667

4. 4.5968 29 1.699 3.933333

Table 7: Comparison of the 4 factors.

Hypothesis 3

Among the three kinds of promotion samples,

‘sample A : meals ‘ is the preference among NCTU students.

 

Fig.14: The percentage segments of what the students think of theme ‘meals’.

Fig.15: The percentage segments of what the students think of theme ‘bar’.

Fig.16: The percentage segments of what the students think of theme ‘DIY’.

Comparison table of the three promotions

Test value＝ 2

T df P value Mean

Promotion A 2.0941 29 0.0268 3.733333

Promotion B 2.4631 29 0.0100 3.933333

Promotion C 1.5094 29 0.1256 3.233333

Table 8: Statistics of T-test when test value is 2.

Promotion A and B both have T test larger than t0.05,

therefore, Promotion A and Promotion B could work

according to the 95% confidence level. However,

Promotion C has a t value less than t0.05, so Promotion C

may not work according to the 95% confidence level.

Analysis

Summary

Hypothesis 1

Students of NCTU would want to make pizza

purchases as an individual.

→True.

Hypothesis 2

If pizza is sold to customers in singular slices, students’

desire to purchase would increase.

→True.

Hypothesis 3

Among the three kinds of promotion samples, ‘sample

A : meals ‘ is the preference among NCTU students.

→False. Students preferred ‘sample B’ most.

Conclusion

Individual pizza can be promoted, and the ‘buffet

‘ form is the most popular among NCTU

students.