Final Case

1. Domino’s-
A Part of Your Daily Life
Mengen Kong

2. Target
Audience KPI
Background
Domino’s
Pizza
Big Idea
Tools
&
Tactics
Budget Summary

3. Founder:
Tom Monaghan
Background
Headquarters:
Ann Arbor Charter Township, MI
Founded:
June 10, 1960, Ypsilanti, MI
Introduction:
An American restaurant chain
&
An international franchise pizza
delivery corporation
* Founded
* Founder
* Headquarters
* Introduction

4. Families & Workers
around East Lansing
Meal
Target
Audience
Students & Faculties
in MSU
52,000
Lunch & Supper
* Families
&
Workers
* Students
&
Faculties

5. Top
Pizza Company
Accomplishment
EvaluationGoals
KPI

6. Domino’s
“Food Truck ”project
Big Idea
DIY Campaign-
“My Domino’s Pizza”
Cheap & Healthy & Quick
Pizza Combo
More Dine-in Restaurants
around East Lansing
* Food Truck
* DIY
* Combo
* Dine-in Restaurant

7. New Focus:
* Facebook Page
* Instagram
Tools&Tactics
* New Focus
* Traditional
Traditional:
Facebook & Twitter

8. Budget
Paid Media- Advertising Fund:
4% of Store’s weekly Royalty Sales
Implementation & Management:
$250 * 30h = $7,500
Strategy & Planning & Build:
$250 * 10h = $2,500
Total:
$250 * 40h = $10,000 (3 Months)

9. Summary
Achieve Benefits
A native Michigan
pizza brand
In
Revenue Area
&
Reputation
Area

10. Mengen Kong