Thursday, March 4, 2010
External Idea Sources
External Idea Sources is a part of Idea Generation process of the New-Product Development Process. This is the process of reaching out to your suppliers, distributors, competition, and most importantly your customers.
Domino's Pizza got the idea for new pizza from their customers (or thats at least what their marketing campaign is claiming). After reaching out to focus groups they learned from their customers that most people were very unsatisfied with their pizza from Dominos. Many customers related how the crust tasted like cardboard.
After taking in all the complaints by customers and hearing that most customers believed Domino's Pizza needed to start from scratch if they wanted to continue to compete in the pizza business, Dominos did just that. They created brand new doughs and sauces to use on the new pizzas. These new pizzas are the center of Dominos brand new campaign. The campaign seems to be working as I know a lot of people who have been talking about Domino's Pizza as of lately.