Integrated Marketing Campaign Proposal for Domino's Pizza (Powerpoint Deck)

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  • 7/22/2019 Integrated Marketing Campaign Proposal for Domino's Pizza (Powerpoint Deck)

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    J@BCKJ MC[WHKRN[MHC Khdmchs Ymzzj Nhdpjcy Gjna`rhuck

    Djrabt Wbsbjrne ^PH[ Jcjlysms

    DJWAB[MC@ ^[WJ[B@] ^trjtb`mn ^uddjry Nejrt Mctb`rjtbk Djrabtmc` Nhdducmnjtmhcs >69 [hunephmct Ymzzj & Djrabtmc` Njlbckjr Fhhk Fhr [ehu`et

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    DBJ^RWBDBC[^ HF ^RNNB^^ AYMs gy ^hurnb Mctb`rjtbk AYMs

    GRK@B[ AB] [JABJPJ]^

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    JGHR[ KHDMCH^ YM__J Ymzzj ms j $>2 gmllmhc j ybjr mckustry Jdbrmnjc rbstjurjct nejmc jck mctbrcjtmhcjl frjcnemsb

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    DJWAB[ WB^BJWNEDJWAB[ WB^BJWNE [JW@B[ DJWAB[

    =2% frjcnemsb hwcbk Dhrb tejc hf Khdmchs sjlbs nhdbs frhd hutsmkb

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    Rcmtbk Amc`khd Mckmj Dbxmnh Justrjlmj

    Khdmch's nurrbctly ehlks teb #: pmzzj kblmvbry &njrryhut djrabt phsmtmhc mc >5 djrabts, mcnlukmc`

    teb R.A., Mckmj, Dbxmnh, Justrjlmj, ^hute Ahrbj,

    [uraby jck Frjcnb

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    Nulturjlly kmvbrsb djrabt kbdh`rjpemn

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    ^PH[ JCJL]^M^^[WBC@[E^ PBJACB^^B^

    Wbnh`cmzjglb grjck cjdb Mctbrcjtmhcjl prbsbcnb Hclmcb hrkbrmc` ms qumna jck bffmnmbct (>9

    dmcutbs hr lbss) ^trhc` supply nejmc Achwc fhr mcchvjtmhc Yrhkunt prmnmc` ^trhc` grjck bqumty

    ^lhw `rhwte jck kbnrbjsmc` sjlbs Pmtehut kmsnhucts njc gb pbrnbmvbk js

    bxpbcsmvb

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    HYYHW[RCM[MB^ [EWBJ[^

    Km`mtjl djrabt bxpjcsmhc @lhgjl djrabt bxpjcsmhc ^pbnmjl prhdhtmhcs Vmrjl vmkbh Hc kbdjck jkvbrtmsmc` Wb`mhc spbnmfmn thppmc`s

    Ebjltembr hptmhcs Lhnjl pmzzbrmjs Mcnrbjsmc` ljghr jck fhhk supply nhsts Ejvmc` thh kmvbrsb hf j prhkunt ^hnmjl dbkmj (cb`jtmvb prbss)

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    ^[WJ[B@MN ^RDDJW] NEJW[Djrabtmc` WbsbjrneNhcnlusmhcs Yrhphsbk Nhrrbsphckmc` ^trjtb`mbs^prmc`/^uddbr kmp mcsjlbs jck Bc`j`bdbct

    #^ejrbJ^uddbr Yrhdh Bvbct, wmte shnmjl dbkmj supphrt hc [wmttbr, Fjnbghha,Mcstj`rjd.

    Cbbk Mcnrbjsb hfNhcsudbr Bc`j`bdbct

    Jkkmtmhc hf Jlbrts jck ^hnmjl Dbkmj ^ejrmc` fhr jll dhgmlb jpps. (^bb RUMdprhvbdbcts)

    Ljna hf Lhyjlty Yrh`rjds Guy 5 `bt =teYmzzj frbb fhr jll jnnhucts

    Kbnlmcb hf Njglb [V^ugsnrmgbrs & ^wmtne th

    Whau thpghx.

    Khdmchs Ymzzj Nejccbl hc Whau th jllhw mts 2 dmllmhc + usbrs th hrkbr pmzzj gbfhrbwjtnemc` jc bctmrb sbjshc hf tebmr fjvhrmtb sehw/dhvmb djrjtehc. Yrhvmkbs j cbw

    jck chvbl wjy th hrkbr pmzzj. (^bb htebr km`mtjl nejccbls)

    Nrhss Yrhdhtmhcs Mcnbctmvb th frbb hcb-wbba sugsnrmptmhc fhr bvbry pmzzj hrkbr. [ems tjps mcthEuluYlus ; dmllmhc pjymc` sugsnrmgbrs. (Jnnhrkmc` th nhd^nhrb, Eulu ms #: mc

    bc`j`bdbct jdhc` thp jk supphrtbk smtbs. Eulu vmbwbrs stjy wmte us fhr;2dmcutbs pbr sbssmhcwmtehut fjst-fhrwjrkmc` hr samppmc` jks. Eulu ms jlsh #: mc

    djrabt sejrb hf jll prbdmud hclmcb vmkbh prhvmkbrs, kblmvbrmc` : mc > hf jll prbdmud

    vmkbh jks mc teb R.^. Hur rbjshcjglb jk lhjk krmvbs teb em`ebst rbnjll jckjwjrbcbss fhr grjcks, wemne rbsults mc em`ebr bffbntmvbcbss fhr teb vmkbh jks.)

    [jp-th-Pbgsmtb Fbjturb hcKrjdjFbvbr & Vmam Dhgmlb

    Jpp

    KrjdjFbvbr jck Vmam dhgmlb jpps ejvb teb tjp-th-wbgsmtb fbjturb tejt jllhwsjukmbcnbs th `h kmrbntly th teb Khdmchs wbgsmtb th hrkbr j pmzzj.

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    MC[B@WJ[BK DJWAB[MC@ NHDDRCMNJ[MHC^ Km`mtjl Dbkmj (Dhgmlb & ^hnmjl) Jpp Rsbr Bxpbrmbcnb (RU) Mdprhvbdbcts

    Wbtjml [hune Yhmcts Yrhkunt/Yjnaj`mc` ^jlbs Yrhdhtmhcs Lhyjlty Yrh`rjds

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    >69 [HRNEYHMC[ YM__JYWB YRWNEJ^B DHGMLB VMKBH

    HC KBDJCKJKVBW[M^MC@

    DHGMLB JYY WHAR NEJCCBL ^HNMJL DBKMJ KM@M[JL

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    JYY R^BW BUYBWMBCNB MDYWHVBDBC[^

    KHDMCH^ YJNAJ@MC@

    YRWNEJ^B

    YH^[ YRWNEJ^B ^HNMJL

    DBKMJ LH]JL[]

    YWH@WJD^

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    >62 KJ]^ HF ^EJWMC@ KHDMCH^Dhcte JntmvmtyOjcujryFbgrujry

    Khdmchs dhgmlb jpp RU mdprhvbdbcts Ljucne Whau nejccbl Jkvbrtmsmc` hc KrjdjFbvbr & Vmam (dhgmlb vmkbh hc kbdjck jpp) ^bck bdjml gljsts jghut Whau nejccbl, Eulu prhdhtmhcjl tmb-up ^bck bdjml gljsts jghut hrkbrmc` pmzzj strjm`et frhd Vmam jck KrjdjFbvbr dhgmlb jpp Fjnbghha, [wmttbr jck Mcstj`rjd shnmjl dbkmj supphrt fhr JLL YWHDH^ JLL ]BJW WHRCK ^hnmjl dbkmj prhdhtmhcs th khwclhjk Whau nejccbl jpp Juthdjtmn upkjtb hf jll mcstjllbk jpps #^ejrbJ^uddbr bdjml gljst (sprmc`/suddbr prhdhtmhc)

    DjrneJprml

    ^hnmjl dbkmj prhdhtmhcs th khwclhjk Whau nejccbl jpp #^ejrbJ^uddbr bdjml gljst (sprmc`/suddbr prhdhtmhc) Bdjml gljst th rbsmkbcts wmtemc nmty lmdmts hf Lhs Jc`blbs, Dmjdm, Cbw Hrlbjcs jck Ehusthc

    jghut #^ejrbJ^uddbr bvbct

    Ljucne #^ejrbJ^uddbr bvbct mc tbst nmtmbs Lhs Jc`blbs (Blysmjc Yjra), Dmjdm (Fljdmc`hYjra), Cbw Hrlbjcs (Cbw Hrlbjcs Nmty Yjra), Ehusthc (^jd Ehusthc Yjra)

    Bdjml gljst th rbdmck usbrs jghut lhyjlty rbwjrks th krmvb dhrb hrkbrs Fjnbghha, [wmttbr jck Mcstj`rjd shnmjl dbkmj supphrt fhr jll hc`hmc` prhdhs

    DjyOucb

    Ouly

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    >62 KJ]^ HF ^EJWMC@ KHDMCH^Dhcte JntmvmtyJu`ust^bptbdgbr

    Hnthgbr

    Bdjml gljst th rbdmck usbrs jghut lhyjlty rbwjrks th krmvb dhrb hrkbrs Gjna-th-snehhl nhuphc prhdhtmhc Njdpus Jkkrbss Yrhdhtmhc - kmsnhucts fhr jpp usbrs weh `bt pmzzj kblmvbrbk wmtemc j rjkmus

    hf j nhllb`b njdpus

    Fjnbghha, [wmttbr jck Mcstj`rjd shnmjl dbkmj supphrt fhr jll hc`hmc` prhdhsChvbdgbr

    Kbnbdgbr

    Bdjml gljst th rbdmck usbrs jghut lhyjlty rbwjrks th krmvb dhrb hrkbrs Gljna Frmkjy @mft njrk prhdhtmhc - prhdhtb `mft njrks js teb pbrfbnt ehlmkjy `mft Fjnbghha, [wmttbr jck Mcstj`rjd shnmjl dbkmj supphrt fhr jll hc`hmc` prhdhs

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    FHHK FHW [EHR@E[ Dhgmlb jpp usbrs 6,0:7,299 thtjl usbrs [wmttbr Rsbrs ;= dmllmhc

    Whau Rsbrs 2 Dmllmhc js hf Jprml 79:> EuluYlus (pjymc`) Rsbrs ; Dmllmhc KrjdjFbvbr 6 Dmllmhc Rcmqub Vmsmthrs Vmam 2 Dmllmhc Jpp Khwclhjks

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    R^BW BUYBWMBCNB Khdmchs Jpp Rsbr Bxpbrmbcnb (RU) Mdprhvbdbcts

    JLBW[^

    Jlbrts wmll prhdpt jpp hwcbrs mf

    tebrb jrb jcy cbw hffbrs hrnhuphcs tejt ms prbsbctly

    jvjmljglb th usb.

    ^HNMJL DBKMJ ^EJWMC@

    Jc juthdjtmn sejrmc` fbjturbwmll jllhw prbsbct usbrs th lmcateb Khdmchs jpp wmte Fjnbghha,

    [wmttbr & Mcstj`rjd jpps. [emsjllhws fhr em`ebr usbrbc`j`bdbct jck mcflubcnmc`cbtwhras.

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    LH]JL[] YWH@WJD^ Khdmchs Ymzzj Wbwjrks

    Guy 5 pmzzjs jck `bt =tepmzzj frbb prhdh. Nusthdbrs wehpurnejsb 5 pmzzjs `bt teb =tepmzzj fhr frbb.

    [ems krmvbs rbpbjt purnejsb.

    Jkkmc` tems fbjturb th teb jpp wmll puse nusthdbrs th abbphrkbrmc` mc hrkbr th `bt teb prmzb.

    [mb-up prhdhtmhc wmte Eulu -Frbb :-wbba sugsnrmptmhcfhr bvbry hrkbr fhr j lmdmtbktmdb.

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    H[EBW KM@M[JL NEJCCBL^ Khdmchs Ymzzj Hrkbrmc` Nejccbl hc Whau*

    Whau ms jc mctbrcbtnhccbntbk vmkbh strbjdmc`pljybr tejt ejvb jllhwbk

    nhcsudbrs th nut teb njglbjck swmtne th strbjdmc`

    vmkbh. Js hf Jprml 79:> tebrbjrb 2 dmllmhc Whau usbrs.

    Nurrbctly, tebrb jrb ch jppstejt jllhw fhr hrkbrmc` fhhk

    vmj teb Whau. Khmc` temswhulk pjvb wjy th fmrst-th-djrabt jkvjctj`b.

    *J qujrtbr hf Whau usbrs strbjd dhrb tejc >2 ehurs hf vmkbh pbr wbba th j [V, jcehur jghvb teb jvbrj`b jdhuct hf tmdb spbct wjtnemc` lmvb [V (>; ehurs jnnhrkmc` thCbmlsbc). Jnnhrkmc` th Jctehcy Phhk, Whau fhuckbr jck NBH, tejt djabs Whau hcb

    hf teb dhst "nhvbtbk strbjdmc` pljtfhrds.ettp?//www.cbhwmc.cbt/cbws/rhau-nblbgrjtbs-2-dmllmhc-usbrs-jck-5-gmllmhc-vmkbh-strbjds

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    DHGMLB VMKBH HC KBDJCK JKVBW[M^MC@KrjdjFbvbr (KF) jck Vmam jrb vmkbh-hc-kbdjck

    nejccbls tejt fbjturb Ahrbjc Krjdjs, Ljtmc Jdbrmnjc[blbchvbljs jck j wmkb rjc`b hf Jsmjc [V sehws jckdhvmbs fhr frbb.

    Jnnhrkmc` th @hh`lbYljy ^thrb, teb dhgmlb KF jpp ejs

    :99A+ khwclhjks, Vmam ejs 2dmllmhc+ khwclhjks (fm`urbs

    kh cht mcnlukb mYehcb, mYjk jck Pmckhws jpps).

    Jkvbrtmsmc` hc tebsb dhgmlb vmkbh-hc-kbdjck

    strbjdmc` jpps ejs teb gbcbfmt hf teb jgmlmty th tjp wemlbteb jk ms gbmc` pljybk teus tbllmc teb nhcsudbr th hrkbr

    pmzzj wemlb wjtnemc` hcb krjdj bpmshkb jftbr jchtebr.Yhtbctmjlly, tems tjp th wbgsmtb fbjturb njc ljucne teb

    Khdmchs dhgmlb jpp wemlb jmrmc` teb nhddbrnmjl.

    KF jck Vmam jukmbcnbs jrb bc`j`bk, jck jnnhrkmc` thKF teby ejvb >99A jntmvb usbrs, 6dmllmhc ucmqub vmsmthrsjck usbrs strbjd jghut :9 ehurs hf vmkbh pbr dhcte.

    (stjts gblhw prhvmkb fhr `lhgjl jukmbcnb)

    0:% hf KF jukmbcnb jrb chc-Jsmjcs. ;9% Njunjsmjc,:0% Jfrmnjc-Jdbrmnjc jck :>% Emspjcmn. 27% hf tebdjrb Fbdjlb, ;5% Djab jck :5->; j`b grjnabt jt >=%,

    >2-;= 72% jck tbbcs j`bk :>-:0 jt :0%*

    "#$%&'(& %')* )+*,-./9-::777>.;'(%'&,;>'&2:6*+&;'0$+;,;0)&5&+0=9+&;$=0;,*'?0#=0);'=011.2,8

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    ^EJWB J RDDBW BVBC[ YWHDH Khdmchs #^ejrbJ^uddbr Bvbct

    Mc rbsphcsb th teb kmp mc sjlbs mc^prmc` jck ^uddbr dhctesgbnjusb nhcsudbrs jrb hutsmkbbcohymc` teb sucsemcb, Khdmchswmll sbt-up ghhtes jt j pjra tejt

    ms wmtemc teb kblmvbry rjc`b hf jsthrb. Mc teb ghhte, Khdmchsbdplhybbs njc pljnb hrkbrs vmjj dhgmlb kbvmnb hr pjra `hbrsnjc hrkbr frhd teb ghhte jck

    nljmd j gjllhhc th gb bjsmlymkbctmfmbk gy kblmvbry `uys webctebmr pmzzj ms rbjky fhr kblmvbry.

    * Ljucne th djab mt jc mc-sthrb

    njrryhut/kblmvbry bvbct.

    Whll hut hf tems prhdh wmll fmrst stjrt mc Jprml mc Lhs Jc`blbs, Cbw Hrlbjcs jckDmjdm. Rphc teb dbjsurbk sunnbss hf teb prhdh, teb bvbct sehulk gb rhllbkhut mc Cbw ]hra, Nemnj`h jck Ghsthc.

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    ^EJWB J RDDBW VMKBH YWHDH

    [ems cbbks th sjyKhdmchs Ymzzj Hffmnmjl

    [ems vmkbh nhctbst, ehstbkhc teb Khdmchs ]hu[ugbnejccbl, wmll nhdplbdbct

    teb #^ejrbJ^uddbrnjdpjm`c. Vmkbhs wmte teb

    dhst lmabs wmll gb fbjturbkhc j wbbaly gjsms jckultmdjtbly teb nrbjthrs hf teb

    wmccmc` vmkbh wmll rbnbmvbhcb ybjr hf frbb Khdmchspmzzj jck kblmvbry.

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    AYMs G] ^HRWNBDhgmlb Jpp Pbgsmtb ^hnmjl Dbkmj

    # hf Jpp Khwclhjks # hf Vmsmts Fjnbghha Lmabs @rhwte

    # hf ^m`c ups fhr teb Jpp Nlmna terhu`e Wjtb [wmttbr Fhllhwbrs @rhwte

    Frbqubcny hf Jpp Hpbcbk # hf Rcmqub Vmsmthrs Wb-twbbts

    [mdb ^pbct hc teb Jpp [mdb spbct hc teb wbgsmtb Fjnbghha ^ejrbs

    Jpp Wjcamc` hc ^thrbs Ghucnb Wjtb [wmttbr Wbplmbs/Dbctmhcs

    DJR Dhctely Jntmvb Rsbrs/KJR Kjmly Jntmvb Rsbrs

    [rjffmn frhd Fjnbghha/[wmttbr/]hu[ugb

    Fjnbghha Nhddbcts

    Jpp Ljucne/ Lhjk [mdb [rjffmn frhd (Hr`jcmn/Yjmk

    ^bjrne)Khwclhjks (frhd mH^,

    Jckrhmk, Gljnagbrry kbvmnbs)

    Khwclhjks (frhd Yjmk/Hr`jcmn ^bjrne)

    * Ylbjsb rbfbr AYM sbntmhc uckbr Jppbckmx fhr j kbtjmlbk bxpljcjtmhc

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    MC[B@WJ[BK AYMsGuzz Vhludb ^bctmdbct Jcjlysms ^ejrb hf Vhmnb

    x x x

    * Ylbjsb rbfbr AYM sbntmhc uckbr Jppbckmx fhr j kbtjmlbk bxpljcjtmhc

    Wbvbcub Km`mtjlBffhrts Yrb Njdpjm`c Yhst Njdpjm`c Mcnrbjsbx x x

    Zujlmtjtmvb dbtrmns lmab [hpmns jck Njtb`hrmbs hf Kmsnussmhc sehulk jlsh gbdhcmthrbk.

    [hpmns hf Kmsnussmhc whulk gb thpmns lmab pjrty, snehhl, nblbgrjtmhc, nrjvmc`wemne wbrb kmsnussbk mc nhctbxt th Khdmchs Ymzzj.

    Njtb`hrmbs hf Kmsnussmhc whulk gb njtb`hrmzmc` teb nhcvbrsjtmhc uckbr thpmn hfmctbct. Fhr bxjdplb mf j kmsnussmhc wjs djkb th djab htebrs jwjrb hf Khdmchs

    teb njtb`hry whulk gb Jwjrbcbss, mf kmsnussmhc wjs jsshnmjtbk wmte ejppmcbss,

    njtb`hry whulk gb Jsshnmjtmhc jck sh hc.

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    GRK@B[ & WHM

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    AB] [JABJPJ]^ @jmc fmrst dhvbr jkvjctj`b mc cbw km`mtjl nejccbls

    Whau Nejccbl Kbvblhpdbct Dhgmlb vmkbh hc kbdjck jkvbrtmsmc` (Vmam & KrjdjFbvbr) Nrhss prhdhtmhcs wmte EuluYlus

    Mdprhvb Rsbr Bxpbrmbcnb mc Khdmchs Dhgmlb Jpp wmte mcnlusmhc hf Lhyjlty prh`rjds Nhuphc jlbrts ^hnmjl Dbkmj Mctb`rjtmhc (Fjnbghha, [wmttbr jck Mcstj`rjd ejrmc`)

    Ljucne #^ejrbJ^uddbr Yrhdhtmhcs Mcnrbjsb sjlbs mc sprmc` jck suddbr dhctes Mcnrbjsb ]hu[ugb sugsnrmgbrs Mcnrbjsb njrry-hut hrkbrs

    Mdprhvb AYM Dbjsurbdbct gy usmc` j cbw dbjsurbdbct systbd thmdprhvb nhcsudbr bc`j`bdbct jck mcnrbjsb sjlbs

  • 7/22/2019 Integrated Marketing Campaign Proposal for Domino's Pizza (Powerpoint Deck)

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