Strategic Plan Part 3: Balanced Scorecard and Communication Plan

New Product Strategy

(Name)

(University)

Propose a new product

The innovative product is a healthy drink made by Domino Pizza. The product is named the life refresher. It is healthy for it has been made from fresh fruits. We came up with the product for we saw a gap in the market that people were in need of a healthy diet. People not only here but in the world have become concerned about their health. Consumption is now pegged at organic foods (Ashurst, 2006).

As a result, we saw an opportunity of in a natural drink rather than in foods. People have changed their diet foods, but they still consume carbonated beverages. Life refresher will give an opportunity to drink organic juice. Bates (2001) says that he supply chain will adhere to ethical green means from the suppliers all the way to the customers. Supplies must be produced through necessary means. The production will adhere to high health standards to produce a pure product. The product will be distributed far and wide using efficient means to ensure availability. Being an organic product that is available at reasonable prices will be a game changer in the market. Consumers will take up the product with much gusto.

Mission statement

The Mission is to offer a rare and a fulfilling chance to the lovers of organic fruits as well as to people with diabetic and heart health conditions to have healthy drinks. We aim to attain this objective by:

a) offer affordable broad spectrum of quality blends and smoothies

b) establish a respectful environment where consumers and workers accord each other dignity, kindness and decorum in manner and communication

c) providing safe products by adhering to highest standards of cleanliness

Guiding values

Being Mindful of our Customers

Business participants deserve to be treated better than yester, openness and commitment of customer and employees’ concerns is a family virtue focus. Customer concern is our focus and priority.

Gratitude

Vendors, employees and customers need appreciation for their continued support to the business. Domino Pizza recognizes their time, efforts, service, input and resources. All activities are done with great respect and in appreciation of the partnership as a client, supplier or equity owner.

Our Service

Services will be skewed to offer a family like environment where customer comfort-ability and relaxation is critical to Domino Pizza. Qualified staff will be available to prepare high quality products that will satisfy consumer nutritional needs and expectation. Earning customer loyalty through sustained goodwill is our focus.

Giving back to the community

Providing employment to the community in which we serve. Qualified employees in the neighboring community through will be given work following a quota systems criterion. Activities like environmental conservation, sporting and scholarship among others that promote the welfare of the society will have our backing.

Vision

Stay ahead in the smoothies industry by providing organic products. The differentiating concept will be providing customers with unique fruit products which are purely natural. The aim is to promote healthy living which consumers advocate for in the recent years. That will be the competitive advantage that the Domino Pizza will ride on to win customers while keeping rivals at bay.

Domino Pizza model

Target market and segmentation

The target market will require persons who need organic foods like the diabetic people and vegetarians (Bates, 2001). Travelers and tourists are a source market. Persons who have less time to cook will be targeted. School pupils and students are part of the potential clients. Working people who have short lunch breaks will be on the target list.

Product attributes and branding

Life refresher is a healthy drink. It is of high nutritional value; it has the high level of vitamins and minerals. The product is organic for the juice is extracted and blended in its natural form without any food additives and preserves (Bates, 2001). The processing occurs in a clean environment. The product meets high ethical standards.

Packaging, Labeling and Product support services

The product will be packaged in disposable containers. According to Welter (2013), materials used are bio-degradable to ensure they do not cause an environmental hazard. The product will be packaged in 200ml, 500ml, 1 liter and 5liters containers. The containers will have details of manufacture date, quantity, expiry date and customer care details. The products will have disposable straws.

Pricing Strategy

As a market entry strategy, price skimming and absorption pricing will be used (Singh, 2010). The product will be sold in high-end markets using the market skimming method. Being a new will attract many clients who want to try the product out and, as a result, will be charged highly. As a unique product for it is organic will also attract many customers hence, it should be highly charged. The pricing strategy in low-income areas, absorption pricing will be used. Absorption costing aims at recovering all cost incurred in delivering the goods to the market. That means the low-end market will get product during introduction stages at no extra cost.

As time goes by prices, need to be readjusted based on contribution margin-based pricing (Welter, 2013). The contribution is that additional cost charged on top of the total production cost. The contribution is the profit the Domino Pizza will derive from selling the product at an extra cost. The contribution cost should be more in high-end market for consumers have greater purchasing power. Low-end markets should be charged a lower contribution for they have a lower purchasing power.

Promotion Strategy

Many potential clients are tech-savvy and will be reached via the extensive social media network (Singh, 2010). The Domino Pizza shall establish WhatsApp, Twitter, Facebook, YouTube, Instagram and Domino Pizza website presence to reach out to 70 percent of the market. These platforms have become useful in marketing. Inquiries, complaints, concerns, and compliments are most channeled through social media in the current world. Therefore, products prices and products will be posted and regularly reviewed as per the market changes.

Word of mouth and referral marketing through friends and family will account for 10 percent of the marketing strategy. To reach out to the local fraternity and environment, the Domino Pizza shall use its employee’s network to reach out to the persons. The Domino Pizza shall give marketing incentives to its employees to motivate them to participate in the sales activities (Welter, 2013). A five percent incentive will be credited to the employee or person who a purchase made from his/her referral. That will work well for young persons’ specially the students and pupils.

Audio-Visual media and print media will account for 20 percent combined of the marketing strategy media houses tend to combine the adverts in two of their outlets. According to Singh (2010), television, radio, newspapers and Domino Pizza magazine articles will come handy in marketing. Persons of the older generation who are lifelong readers and fan of the television will be reached mainly through this media.

References

Ashurst, P. R., & Hargitt, R. (2006). Soft drink and fruit juice problems solved. Cambridge: Woodhead

Bates, R. P., Crandall, P. G., & Morris, J. R. (2001). Principles and practices of small-and medium-scale fruit juice processing. Rome: FAO

Singh, S. (2010). Handbook of business practices and growth in emerging markets. Hackensack, NJ: World Scientific

Welter, F. (2013). Entrepreneurial business and society: Frontiers in European Entrepreneurship Research. Northampton, Mass: Edward Elgar Pub