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7/22/2019 Dominos Media Plan
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Dominos Pizza History
Background
Started in 1960 by James and Tom Monaghan as a small pizza store in YpsiMichigan, Dominos Pizza has grown to more than 10,000 corporate and fstores in 70 countries. Dominos Pizza is recognized as the second largest pchain in the United States after Pizza Hut, and the largest worldwide.
Domino's had global retail sales of over $7.4 billion in 2012, comprised ofover $3.5 billion in the U.S. and nearly $3.9 billion internationally. In the thquarter of 2013, Domino's had global retail sales of nearly $1.8 billion, comof $849 million in the U.S. and $935 million internationally.
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Problem Statement
Building on the success ofDominos product rebranding and
technological innovations, thecompanys goal is to implement
effective strategies that will increaseits percentage of sales driven
through the companys mobile apps
and online website.
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Research Analysis
Primary Research
Primary research consisted of personalinterviews with several friends and associatesregarding their pizza preferences. The goal
was to understand the characteristics of eachbrand consumers desired the most. This
would allow Dominos to focus on theproducts and services that most appeal totheir target market.
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Research Analysis
Secondary Research
Secondary research consisted of readingcustomer feedback on DominosFacebook, YouTube, and Instagram
accounts. This data research allowed usto view a broader audience and get a feelfor things like Dominos brandawareness and product quality from awide range of consumers.
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SWOT Analysis
Strengths Weaknesses
Strong Brand Image
Leader in Digital TechnologyPizza
Tracker
Diverse Product Offering
Large Target Market
High Calorie Content
Increased Food and Labor Costs
History of Poor Food Quality
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SWOT Analysis Cont.
Opportunities Threats
Implement Reward Programs
Improve Social Media Presence
Build on Digital Sales Success
Changing Consumer Habits TowardsHealthier Food Options
Increased Competition
Large Number of Substitute Products
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Market Behavior Analysis
U.S. Pizza Sales ($36,786,524,0
I
O
P
D
P
L
The pizza industry is a $40 billionindustry that makes up
approximately eleven percent of allrestaurants in the nation. Ninety-three percent of Americans eat at
least one pizza per month in thenation. The trend with Americans
now is to move toward take out andfast delivery food options rather
than dining out.
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Consumer Behavior Analysis
Dominos target audience is the age group of consumers 18-49 yeaboth males and females. According to the pizza restaurant industry, pizza consumer is around the ages of 18 to 44 years old, with 75 pe
77 percent of this age group being a pizza restaurant consumer (B2012).
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Competitive Analysis
With such strong competition from current industry leader, Yum! Br
Pizza Hut, Dominos has been forced to improve it product quality a
offerings. To remain competitive, Dominos begin to offer many of tproducts, such as, custom pizzas, breadsticks, chicken wings, and pas
company has also maintained prices that were comparable to its com
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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 morefavorably light.
Offering many of the same products as its competitorspizza, breadsticks, chicken wings,
Dominos Pizza must continue to find new, innovative ways to set itself apart fromcompetitors and drive more consumers back to the Dominos brand.
Sandw
Chick
Pasta
Pizza
Bread
Salad
Desse
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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. -AnneGreen (busy, working young adult)
like the taste of [Dominos] pizza and the
affordableprices.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)
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Target Market
Dominos target audience is mal
females ages 18-49 skewed sligfemale with a focus on mother
heads of household responsiblmaking the dinner decision forfamily.
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Creative Campaign Plan
Our creative Dominos campaign is comprised of three parts, whi
span the months of October to December 2014. According to the D
website, its busiest days of service, apart from Superbowl Sunday, Halloween, Thanksgiving Eve, and New Years Eve/ Day (Corporat
this in mind, we will conduct a series of mini campaigns within theone in order to achieve a greater awareness of the ease and bene
ordering online.
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Campaign Commercial
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Campaign Objective
Marketing
Increase mobile app sales by 7%.
Achieve through commercialadvertisement and social networks.
Increase the quantity of loyalcustomers by 5%
Achieved through emails, specialoffers to local residences, andtelevision commercials.
Media
Revamp the companys bran
through social media by Spr
This includes YouTube, T
Instagram, etc.
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Campaign Strategies
Innovate a creative commerci
showing how easy and quick i
of the mobile app.
Offer hot deals for custom
order pizza or other productsthe mobile app or the website
Pizza guessing game to increof Dominos mobile app.
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Strategies Cont.
Aggressively display an improvementin Dominos products through socialmedia.
Local Domino stores will offer a pizzalaunch in the neighborhood to try one
of their favorite 1-topping mediumsize pizza.
Nationwide contest, allowingconsumers to create a unique short
video of how they eat their pizza.
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Overall Budget
Medium Total Dollars Spent %of Budge
Billboard $20,000 8
Transit $30,000 12
Social Media $80,000 32
Promotional Items $40,000 16Search Engine Optimization $45,000 18
Contingency Fund $35,000 14
Total $250,000 100%
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Appendices
Bodnar, Kipp. (2010). B2B Social Media Lessons from Dominos Pizza Turnaround Campaign. Retrieved Novembfrom 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, 2http://www.annarbor.com/business-review/whats-next-for-dominos-pizza-ceo-patrick-doyle-outlines-some-g
Dominos Pizza Inc. (2013). Retrieved December 11, 2013 fromhttp://topics.nytimes.com/top/news/business/companies/dominos-pizza-inc/index.html.
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. Receiv29, 2013 from http://www.fastcocreate.com/1683517/startups-dont-run-on-halibut-dominos-backs-innovatipowered-by-pizza-campaign.
McPhillip, Vincent. (2013). Dominos Pizza (DPZ). Retrieved November 29, 2013 fromhttp://www.wikinvest.com/stock/Domino's_Pizza_(DPZ)
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