Dominos addressing some of its deficiencies
Tom Dougherty, CEO – Stealing Share
11 January 2010
Dominos marketing doesn’t mean a new brand
Domino’s Pizza is addressing the issues of best practices that affect the entire mass marketed pizza category. The new ad campaign takes the product deficiencies head on. This is the first step in preparing a brand to steal market share. Kudos to Dominos.
After they deliver a great product, which is definitely lacking amongst all the competitors (excepting the local pizza shops), Domino’s is positioning itself for dominance.
Next, they need to address the highest emotional intensity in the category and the self-identification that is the hallmark of stealing share. Sorry Papa John’s — Better Ingredients should not be a differentiating brand promise. If Domino’s does it right, “better ingredients, better pizza” won’t be important anymore.
Disney to buy Fox Tom Dougherty, CEO - Stealing Share 14 December 2017 Disney means business with Fox acquisition What happens when an industry evolves into chaos? You consolidate. Or least that’s what Disney is doing, announcing it’s buying most of 21st Century Fox....
Pizza Inn Express Tom Dougherty, CEO - Stealing Share 13 December 2017 Pizza Inn Express right there with C-store hot dogs Pizza Inn, or rather its parent company Rave, hopes its new concept, Pizza Inn Express, can be a game changer. Pizza Inn Express or PIE (isn’t...
iRig Tom Dougherty, CEO - Stealing Share 12 December 2017 The iRig will steal market share in guitar industry About a year or so ago, Stealing Share wrote a magnum opus on the guitar industry. Okay, maybe it didn’t serve as our Moby Dick moment. But it encompasses the...