1. Domino's Pizza's New Product Strategy: Lobster Shrimp Toowoomba Pizza
Domino's Pizza launched the "Lobster Shrimp Toowoomba Pizza" to target the premium pizza market, emphasizing premium ingredients and unique flavors. This product aims to differentiate itself from existing popular menus and targets consumers who love seafood and customers who want a special experience.
-Premium Strategy: Using lobster and shrimp as toppings to emphasize a luxurious image.
-Taste Differentiation: Presenting a unique combination using "Toowoomba" sauce, a representative spice of Indian food.
-Limited Edition Launch: Stimulating consumers' desire to purchase through marketing utilizing rarity.
This strategy seems to reflect the purpose of Domino's Pizza to establish itself as a "choice for special days" rather than a simple fast food brand.
2. Effect of Marketing Strategy Utilizing Son Heung-min
Domino's Pizza received a lot of attention by using Son Heung-min as an advertising model for this new product launch. Son Heung-min is currently playing as the captain of Tottenham Hotspur in the English Premier League and is highly popular not only in Korea but also in the global market.
(1) Maximizing trust and friendliness
Son Heung-min is gaining public trust with his honest and positive image. Domino's Pizza chose a strategy to utilize his image to increase brand trust and approach consumers in a friendly manner.
(2) Targeting the MZ generation
Son Heung-min has established himself as an icon of the MZ generation (Millennials + Generation Z) and has a strong influence on social media. Domino's Pizza aimed to elicit sympathy from the younger generation through his advertisement and achieve a natural promotional effect on social media.
(3) Linking with global marketing
Domino's Pizza is likely to expand its advertisements using Son Heung-min not only in Korea but also in overseas markets. In particular, it can expect to increase global sales by utilizing his popularity in the UK and Asian markets.
3. Message of advertising content and consumer response
This advertisement emphasizes Son Heung-min's satisfied reaction while eating the lobster shrimp Toowoomba pizza.
(1) Emphasize product quality
Son Heung-min enjoys pizza made with high-quality ingredients to convey the product's "premium feel."
His reaction to actually tasting it creates a reliable promotional effect.
(2) Add humor and fun elements
Son Heung-min's natural and cheerful expressions and gestures imprint a "pleasant dining experience" on consumers.
Emphasis on everyday life to convey an accessible message of "Pizza that Son Heung-min also enjoys."
(3) SNS diffusion effect
The advertisement video is quickly shared on YouTube, Instagram, TikTok, etc. to secure topicality.
Fans are voluntarily promoting the product by uploading advertisement capture videos of Son Heung-min.
4. Differentiation strategy compared to competitors
Through this campaign, Domino's Pizza attempted a marketing strategy that differentiated it from competitors such as Pizza Hut, Mr. Pizza, and Papa John's.
(1) Premium products + popular stars
If Pizza Hut recently focused on emotional advertising using celebrities, Domino's utilized the credibility of real sports stars.
Unlike Mr. Pizza's family-centered advertising, it emphasized lively energy targeting the younger generation.
(2) Limited edition strategy to control quantity
Aroused consumers' curiosity by releasing a unique flavor called "Toowoomba" as a limited edition.
Induce quick purchases by creating psychological pressure to "try this pizza."
5. Future prospects and areas for improvement
(1) Need for continuous development of new products
Even if this new product is successful, continuous menu innovation is necessary because consumers' tastes change quickly.
In addition to seafood pizza, review the possibility of expanding to vegan and healthy options.
(2) Seeking continued collaboration with Son Heung-min
Currently, it is mainly TV commercials, but more active communication is needed using YouTube reviews, SNS live, etc.
It is worth considering producing an English version of the advertisement targeting overseas markets.
(3) Rationalization of pricing strategy
Although it is a premium product, it is important to maintain a price range that the MZ generation can afford.
Accessibility needs to be improved through discount events, membership benefits, etc.
6. Conclusion: Can it be a successful marketing case?
Domino's Pizza's "Lobster Shrimp Toowoomba Pizza" and Son Heung-min advertisement can be evaluated as a successful combination of premium product launch + influential star marketing. The response from consumers is positive, and the natural promotional effect on SNS is expected to greatly contribute to not only short-term sales increase but also brand image enhancement.
However, due to the nature of the limited edition strategy, a continuous marketing strategy is necessary to maintain long-term popularity. Along with additional campaigns utilizing Son Heung-min's image, it will be most important to maintain consumers' trust in the quality of the product.
This launch is the signal for Domino's Pizza's "premium strategy," and future moves are highly anticipated.
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