Domino’s is today the second largest pizza franchise in the USA only behind Pizza Hut. It operates in more than eighty countries and its constant search to be relevant for customers has been its hallmark of success. A key insight to this trend is how the brand rectified itself post the global recession. They started completely afresh dumping its previous not-so-relevant product lines so people loved the ingenuity of getting over the slump times. One can now order online Domino’s Pizza using emojis. In fact they may be ordered using any device or platform available such as Apple Watch or TV. Domino’s does not see itself anymore as part of the pizza business alone but the entire online experience. The older format of ordering over the phone has now slid to less than half and constantly reducing further, so digital marketing becomes the main method of reaching out to the customer. In order to create the ultimate pizza, Domino’s engaged its customer base by asking them their opinions on preparation styles and ingredients.

Source:http://knowledge.wharton.upenn.edu/article/160510a1_kwradio_weiner_dominos/

Leading brands have always tried to differentiate themselves from the competition either by creating new product streams or putting in place barriers’ for others’ entry to the industry. However, in the internet age, it is very difficult to guard secrets and competitors eventually do manage to copy at scale. A study conducted claims that the quality levels and consistency in performance are the two aspects that companies noted for high performance manage to achieve. Manufacturing companies in the USA and Taiwan were studied to analyze trends that point towards excellence. USA was chosen as a subject country due to being the pace-setter towards global business innovations, while Taiwan is a leading manufacturing hub plus was seen as a case for differences in oriental and occidental cultures. The team zeroed in on four qualities which leading innovators and product leaders need to posses. One of them is constant innovation. Another is a cycle of improvement at work. Such companies need to respond to market impulses after studying available business intelligence carefully. Such companies must also be honest enough to admit mistakes when committed. Any weak signals that emerge must be addressed and resolved immediately.

Source:http://www.strategy-business.com/blog/What-It-Takes-to-Stay-Ahead-of-the-Competition?

A new concept has been termed known as super- consumers. This theory was first set in motion by a senior member of the Cambridge Group, which is the business consulting wing of Nielsen dealing with marketing. These are a set of consumers for whom a certain brand provides a solution to a wide range of work, without which their work will lose meaning. An example of a mid level employee can be cited building due buyer persona profile. Through such hypothetical super-consumer profiling, the company can also learn about its future growth prospects. The challenge will be to bring the product out of its limited super-geo zone. Certain products successfully penetrate that zone as American Girl has done. It is perceived positively by both school level girls as well as their parents, for different reasons though. The next level includes potential super-consumers who might be equally interested in the product but aren’t yet aware of all its virtues. Two other groups- autopilots and uninvolved consumers- are more difficult to penetrate. Autopilots are those who are regular buyers, but do not possess any great loyalty to it. The uninvolved consumers on the other hand are those who are simply not interested yet.

Source:http://www.strategy-business.com/article/It-Pays-to-Get-to-Know-Your-Superconsumers?

The term agile marketing is trending in business circles these days, yet its real meaning is understood by few. It is a series of marketing steps involving constant improvisations rather than a set strategy, data testing rather than gut feeling, small experiments over major investments and organization or industry wide collaboration as opposed to work in silos. The concept is borrowed from software development and looks to provide speed, transparency and continuity within the marketing task. Digital marketing is fuelling this change thanks to social media, real time iteration and millennial tastes. Even a Scaled Agile Framework (SAF) has been developed by a team from Capital One. It has highlighted few key points towards implementation of agile concepts.  The benefits that accrue from agile implementation are well worth the resistance shown by some members. Several new challenges are created, but long term benefits stack up. The execution process also needs some critical amendments as that part is most crucial. The delivery of value for all stakeholders, empathy with the consumer and increased collaboration must be seen as tenets within the process.

Source:http://www.forbes.com/sites/forbesagencycouncil/2017/01/04/times-are-changing-and-your-marketing-plan-needs-an-agility-boost/#3e2c36721d7c