Download - Brull Re-Branding
By Jami Brull
Brand AuditBrand AuditStrengthsOpen to re-brandingCheap pricesOrder online & able to watch the processesWeaknessesAlready had to re-brandHigh in caloriesBad brand image online
Brand AuditBrand AuditOpportunitiesOpen up to new menu items that are
healthyPizza recipe that will top all competitionThreatsMore bad online stories/videosCompetitors creating more product varietyCompetitors lowering prices more
Loyal CustomerLoyal CustomerErica Bittel Loyalty:927 years old, married, 2 daughtersFrom Hays, KSLoves Domino’s because it brings back college
memories. Even though she doesn’t care for the taste of the new pizza as well as the old, she still devours the pizza because she loves the brand. She doesn’t think Hays’ Domino’s is nice or clean, but she still will patronize it.
StakeholdersStakeholders
J. Patrick Doyle – CEO11 Executive Vice PresidentsBoard of Directors: Overseen by David A.
Brandon (previous CEO)StockholdersConsumersEmployees & managersSuppliers, vendors, and farmers
Why Re-Brand?Why Re-Brand?
Domino’s did not ask their customers about re-branding before they did the last time.
Bad brand imageDomino’s first re-banding is not good enoughBad brand experience
RecommendationsRecommendations
Change the hours Make the Domino’s franchise more
“family” orientedImprove brand imageStart a successful feedback processHave new commercials displaying
different emotions
Story BoardStory Board
Talking about coming home and can NOT wait to have a home-cooked meal
YAY! for Domino’s that is as delicious as a home-cooked meal!!