Upload
jesse-stevenson
View
230
Download
0
Embed Size (px)
Citation preview
Final Project: Marketing Promotion
9631005 余柔誼9631007 梁容容9631012 馬瑞雲9631025 蔡易群9521011 蔡興翰
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.