Philippe Corbisier journalist at UPI (United Press International)

« DOMINO’S PIZZA »COMMUNICATION PLAN ANALYSIS

Press marketing

DOMINO’S STORY

1960 Creation 1965 « Domino’s

pizza » name 1983 Conquers the

world 1989 5,000th store 1995 Establishes in

Belgium 1996 Launches its

Web site 2000 World’s largest

pizza home delivery

company 2006 Mastor

franchisor 2010 Domino’s Pizza

celebrates its 50th

anniversary

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CURRENT SITUATION OFDOMINO’S PIZZA

Who is Domino’s pizza? An international company Market leader (n°1 in the world) Uses the franchise system Headquarters in Michigan, USA Pizza restaurant offering three options:

Delivery Take away Eat in

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DOMINO’S PIZZA WORLD MAP

« Domino’s Pizza Delivers 8,000th Store », QSR Magazine, January 27, 2006.

Where Domino’s Pizza operates

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DOMINO’S SPIRIT

Logo from www.dominospizza.be

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DOMINO’S SPIRIT

It’s a state of mind Pays attention to our tastes Tries to give a good quality service

It’s all about being a good neighbour Pretends to know pretty well their

customers Close relationship

It’s all about quality The use of the right ingredients They adapt themselves to suit our

tastes Rigorous quality charter Fresh products Staff trained by Domino’s

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DOMINO’S SPIRIT

It’s about respect A chain reaction of respect:

Respect for what the customer wants Respect for recipes, cooking times, delivery

times Respect for their employees

A corporate philosophy Smile and good humour

It’s about social mobility Career opportunities

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BRAND IMAGE ISSUE

Origin Scandal Rapid spread

Power of the social mediaTiny incidents marketing crisis

Causes Mismanagement of the crisis High turnover Delayed reaction Inadequate resolution Gap in communication

Kristy Lynn Hammonds - Michael Anthony Setzer

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COMPANY SITUATION ANALYSIS

Crisis impacts

Domino’s reputation damaged Decrease in sales Loss of confidence Epidemic brand image issue

International level Weakened relationship with franchisees Management strongly criticized

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BRAND IMAGE CORRECTION

Issue management

Media/press relations

Domino’s President respond on Youtube

Sets up a Twitter account

Intern communication

New charter

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BRAND IMAGE CORRECTION11

New communication campaign

New marketing approach “marketing 101” Surveys and qualitative studies Consumer opinions, feedbacks (TV/Web spots) Social media uses (Facebook, twitter,…) Strong message

New recipe

CAMPAIGN OBJECTIVES

Three main objectives:

1) Create awareness and strengthen relationships with customers

New recipe Feedbacks

2) Change attitude and behaviour New customers interest for the new pizzas Winning back old customers

3) Reach the target group 18 - 35 years

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DOMINO’S STRATEGIES

Banner on Youtube’s home page Includes an embedded 15 second TV spot

Launches Pizzaturnaround Microsite Includes live feeds, press coverage, videos

#newpizza Twitter feed Documentary video Website reordering

Pizza tracker feature

A rebranding New logo

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From www.pizzaturnaround.com

PIZZA TURNAROUND14

Rebranding (in USA)

From www.creads.org

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RESULTS

Domino’s sales shot up 14%

US stock prices jump over 50%

Increase of customer satisfaction

A frank image improvement

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CONCLUSION

Real success in terms of marketing

communication

New different approach « Marketing 101 »

« Take the bad to make it better. » Domino’s CEO, Patrick Doyle

Perfect takeover

Example of PR communication

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For any others questions, just ask me…

Thank you for your attention!

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