MARKETING IN CRISIS: DEVELOPING NEW TACTICS IN MARKETING TO COPE WITH THE CRISIS OF GLOBAL PANDEMIC COVID-19: A CASE STUDY OF DOMINO’S PIZZA MASTER FRANCHISE IN SAUDI ARABIA

Abstract

Crisis is applicable in any field of the human life. Brand crisis are becoming even more popular on the current market. There were several pandemics since the begging of the previous century until today and they influenced society and economy. In all aspects, COVID-19 affected the food sector starting from December 2019. In this case, the marketer utilizes modelling techniques to solve issues, such as COVID-19, in response to the disease outbreak. Several of design tools were used to solve problems and it was affective. In order to improve the market growth and provide rewards for the use of consumers in several ways, some businesses have grown through different design tools. These enterprises embraced a revolutionary way of marketing that responded to the pandemic. These marketing ways should also take into account human behaviour because this is one of the main elements of advertising technologies that advertisers may take into consideration. In several real-life systems, marketing is a form of collaboration and development. This research offers an evaluation of existing marketing strategies for Domino's pizza in Saudi Arabia were drawn up on the basis of primary research. The delivery, consumer and staff behaviour and food security that Domino deals with shall decide these considerations. Results from primary research indicate that consistency and efficiency of the delivery process and low issues with food safety and packaging are extremely essential for delivery. Consumers and workers should rely on price marketing and hygiene processes. This implies that customers with a COVID-19 income problem, wear masks and hand sanitary goods and increased exposure to VAT on the part of the company would continue to achieve a high level if price increases in accordance with customers are seen. In this dissertation, a number of research analyses, structures and keywords were developed, including crisis management, COVID-19, brand crisis, brand awareness, the response of the food industry: all connected with the topic and aim for the research.