Domino is a market leading brand in the Coding and Marking sector, and in 2020 it looked to commission a brand tracking programme to help develop and plan its global marketing strategy, choosing Vision One as its partner of choice.
We have worked with some of the biggest and best brands out there, discovering new insights, innovating brands and products and inspiring change through the journey of research.
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Understanding where your brand sits in the mind of the customer is essential for brand owners looking to develop/improve their brand strategy. Vision One’s BrandVision provides the most meaningful brand health and brand equity measurement tool (ever!). BrandVision is a measurement tool that allows brands to fully understand how customers see brands within a market […]
The Challenge
Domino Printing Sciences (Domino) is a world leader with an established global reputation for the development and manufacture of coding, marking and printing technologies – as well as its worldwide aftermarket products and customer service. Due to increasingly commoditised Coding & Marking and Digital Printing markets, Domino required research to determine their brand positioning and direction across their prioritized market segments. The outcomes of this research would be used to establish key differentiation to grow market share and understand if there is a need to find something unique to create/drive an emotional connection with customers.
Research Approach
Vision One conducted an online survey with Dominos customers, prospects and non-users in 10 countries, including the UK, Spain, Germany, France, USA, India, China and Mexico followed by qualitative depth interviews in the UK, USA, India and China.
Research Findings
Domino was perceived well amongst respondents with customer support being a key strength. Reliability and customer service were key elements customers looked for in a DP/C&M provider. Suitability and adaptability (C&M) of the equipment were also very influential. Whilst there were no apparent issues with reliability, Domino branding and communication rarely addressed the most important needs..
The findings from the research informed a change to Domino’s reliability claims and product strengths within its marketing communications as well as considerations to redesign their logo and straplines.
