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    Dominos Media Plan

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    BeAutiful You
    Domino's Pizza started in 1960 and has grown to become the largest pizza chain worldwide, with over 10,000 stores across 70 countries. While Domino's has experienced success, its goal is to increase mobile app and online sales. Research included interviews to understand customer preferences and analyzing social media feedback. Strengths include its brand and technology leadership, while weaknesses include high calorie content and food quality issues. Opportunities lie in reward programs and improved social media presence. Domino's target market is ages 18-49, and its campaign aims to increase app usage and sales through commercials, deals and contests on its app and website.

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    Dominos Media Plan

    Uploaded by

    BeAutiful You
    832 views19 pages
    Domino's Pizza started in 1960 and has grown to become the largest pizza chain worldwide, with over 10,000 stores across 70 countries. While Domino's has experienced success, its goal is to increase mobile app and online sales. Research included interviews to understand customer preferences and analyzing social media feedback. Strengths include its brand and technology leadership, while weaknesses include high calorie content and food quality issues. Opportunities lie in reward programs and improved social media presence. Domino's target market is ages 18-49, and its campaign aims to increase app usage and sales through commercials, deals and contests on its app and website.

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    Domino's Media Plan

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    Domino's Pizza started in 1960 and has grown to become the largest pizza chain worldwide, with over 10,000 stores across 70 countries. While Domino's has experienced success, its goal is to increase mobile app and online sales. Research included interviews to understand customer preferences and analyzing social media feedback. Strengths include its brand and technology leadership, while weaknesses include high calorie content and food quality issues. Opportunities lie in reward programs and improved social media presence. Domino's target market is ages 18-49, and its campaign aims to increase app usage and sales through commercials, deals and contests on its app and website.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    832 views19 pages

    Dominos Media Plan

    Uploaded by

    BeAutiful You
    Domino's Pizza started in 1960 and has grown to become the largest pizza chain worldwide, with over 10,000 stores across 70 countries. While Domino's has experienced success, its goal is to increase mobile app and online sales. Research included interviews to understand customer preferences and analyzing social media feedback. Strengths include its brand and technology leadership, while weaknesses include high calorie content and food quality issues. Opportunities lie in reward programs and improved social media presence. Domino's target market is ages 18-49, and its campaign aims to increase app usage and sales through commercials, deals and contests on its app and website.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 19
    At a glance
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    Domino's Pizza started in 1960 and has since grown to become the largest pizza chain worldwide. Their goal is to increase sales through their mobile apps and online website.

    Domino's goal is to implement effective strategies that will increase its percentage of sales driven through the company’s mobile apps and online website.

    Domino's conducted primary research through interviews and secondary research by reading customer feedback on social media.

    Dominos Pizza History

    Background

    Started in 1960 by James and Tom Monaghan as a small pizza store in Ypsilanti,

    Michigan, Dominos Pizza has grown to more than 10,000 corporate and franchised stores in 70 countries. Dominos Pizza is recognized as the second largest pizza chain in the United States after Pizza Hut, and the largest worldwide. over $3.5 billion in the U.S. and nearly $3.9 billion internationally. In the third quarter of 2013, Domino's had global retail sales of nearly $1.8 billion, comprised of $849 million in the U.S. and $935 million internationally.

    Domino's had global retail sales of over $7.4 billion in 2012, comprised of

    Problem Statement
    Building on the success of
    Dominos product rebranding and technological innovations, the companys goal is to implement effective strategies that will increase its percentage of sales driven through the companys mobile apps and online website.

    Research Analysis
    Primary Research

    Primary research consisted of personal

    interviews with several friends and associates regarding their pizza preferences. The goal was to understand the characteristics of each brand consumers desired the most. This would allow Dominos to focus on the products and services that most appeal to their target market.

    Research Analysis
    Secondary Research

    Secondary research consisted of reading

    customer feedback on Dominos Facebook, YouTube, and Instagram accounts. This data research allowed us to view a broader audience and get a feel for things like Dominos brand awareness and product quality from a wide range of consumers.

    SWOT Analysis
    Strengths
    Strong Brand Image

    Weaknesses
    High Calorie Content

    Leader in Digital Technology Pizza Tracker


    Diverse Product Offering

    Increased Food and Labor Costs


    History of Poor Food Quality

    Large Target Market

    SWOT Analysis Cont.


    Opportunities
    Implement Reward Programs Improve Social Media Presence Increased Competition Build on Digital Sales Success Large Number of Substitute Products

    Threats
    Changing Consumer Habits Towards Healthier Food Options

    Market Behavior Analysis


    The pizza industry is a $40 billion industry that makes up approximately eleven percent of all restaurants in the nation. Ninetythree percent of Americans eat at least one pizza per month in the nation. The trend with Americans now is to move toward take out and fast delivery food options rather than dining out.
    U.S. Pizza Sales ($36,786,524,044)

    Independents: 39.57% Other Chains: 26.52% Pizza Hut: 14.68% Domino's: 9.24% Papa John's: 5.97% Little Caesars: 4.02%

    Consumer Behavior Analysis


    Dominos target audience is the age group of consumers 18-49 years old,
    both males and females. According to the pizza restaurant industry, the core pizza consumer is around the ages of 18 to 44 years old, with 75 percent to 77 percent of this age group being a pizza restaurant consumer (Barrett, 2012).

    Competitive Analysis
    With such strong competition from current industry leader, Yum! Brands
    Pizza Hut, Dominos has been forced to improve it product quality and offerings. To remain competitive, Dominos begin to offer many of the same products, such as, custom pizzas, breadsticks, chicken wings, and pasta. The company has also maintained prices that were comparable to its competitors.

    Product Analysis
    In a 2010 interview with Gayle King of The Gayle King Show on Oprah Radio, CEO, Patrick Doyle, acknowledged the inferiority of Dominos taste and quality. Since that time, Dominos Pizza has made a consorted effort to move the brand and image into a more favorably light. Offering many of the same products as its competitors pizza, breadsticks, chicken wings, Dominos Pizza must continue to find new, innovative ways to set itself apart from competitors and drive more consumers back to the Dominos brand.

    Sandwiches Chicken Wings Pasta Pizza Breadsticks Salads Desserts

    Product Analysis
    Customer Feedback
    The brand that I love most is Papa Johns because they provide reward points where I can get free pizza after so many points. -Anne
    Green (busy, working young adult)

    like the taste of [Dominos] pizza and the affordable prices.I can order multiple pizzas under the $5.99 deal and that it does not break [my] wallet. [I] also like the subs from Dominos. -Maranatha, ( 25 years old)

    Target Market
    Dominos target audience is males and females ages 18-49 skewed slightly female with a focus on mothers and heads of household responsible for making the dinner decision for their family.

    Creative Campaign Plan


    Our creative Dominos campaign is comprised of three parts, which will
    span the months of October to December 2014. According to the Dominos website, its busiest days of service, apart from Superbowl Sunday, fall on Halloween, Thanksgiving Eve, and New Years Eve/ Day (Corporate). With this in mind, we will conduct a series of mini campaigns within the larger one in order to achieve a greater awareness of the ease and benefit of ordering online.

    Campaign Commercial

    Campaign Objective
    Marketing
    Increase mobile app sales by 7%.
    Achieve through commercial
    advertisement and social networks.

    Media
    Revamp the companys brand identity
    through social media by Spring 2014.

    This includes YouTube, Twitter,


    Instagram, etc.

    Increase the quantity of loyal


    customers by 5%

    Achieved through emails, special


    offers to local residences, and television commercials.

    Campaign Strategies
    Innovate a creative commercial
    showing how easy and quick it is to use of the mobile app.

    Offer hot deals for customer if they


    order pizza or other products through the mobile app or the website only.

    Pizza guessing game to increase usage


    of Dominos mobile app.

    Strategies Cont.
    Aggressively display an improvement
    in Dominos products through social media. Local Domino stores will offer a pizza launch in the neighborhood to try one of their favorite 1-topping medium size pizza. Nationwide contest, allowing consumers to create a unique short video of how they eat their pizza.

    Overall Budget
    Medium Total Dollars Spent %of Budget Billboard $20,000 8% Transit $30,000 12% Social Media $80,000 32% Promotional Items $40,000 16% Search Engine Optimization $45,000 18% Contingency Fund $35,000 14% Total $250,000 100%

    Appendices
    Bodnar, Kipp. (2010). B2B Social Media Lessons from Dominos Pizza Turnaround Campaign. Retrieved November 28,2013
    from http://socialmediab2b.com/2010/01/dominos-pizza-turnaround-campaign/

    Alfs, Lizzy. (2013). Whats next for dominos Pizza? CEO Patrick Doyle outlines some goals. Retrieved November 26, 2013 from
    http://www.annarbor.com/business-review/whats-next-for-dominos-pizza-ceo-patrick-doyle-outlines-some-goals/. http://topics.nytimes.com/top/news/business/companies/dominos-pizza-inc/index.html.

    Dominos Pizza Inc. (2013). Retrieved December 11, 2013 from

    Inside Dominos. (2013). Retrieved November 26, 2013 fromhttp://www.dominos.com.au/inside-dominos Fera, Rae Ann. (2013). Startups dont run on halibut: dominos backs innovation with powered by pizza campaign. Received November
    29, 2013 from http://www.fastcocreate.com/1683517/startups-dont-run-on-halibut-dominos-backs-innovation-with-thepowered-by-pizza-campaign.
    http://www.wikinvest.com/stock/Domino's_Pizza_(DPZ)

    McPhillip, Vincent. (2013). Dominos Pizza (DPZ). Retrieved November 29, 2013 from

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