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Domino's Campaign Presentation

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This is the capstone project completing my MS in Integrated Marketing Communications at Eastern Michigan University. I earned an "A" on the project and in the class.

This is the capstone project completing my MS in Integrated Marketing Communications at Eastern Michigan University. I earned an "A" on the project and in the class.


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  • 1. 2013 Domino’s IMC Campaign Good & good for you! Kelle Fraser Michelle Merritt IMC 631 December 12, 201212/12/12 1
  • 2. Discussion Points• Analysis • Consumer Promotions• Strategy – Interactive & New Media• Evaluation – Support Programs• IMC Objectives • B2B Strategy – Communication • Media Plan – Budget – Integration – Advertising Goals • Creative Brief – Logo & Tagline12/12/12 2
  • 3. Marketing Opportunity Analysis• QSR growth projection through 2017• Focus on value priced food options• Proven success of recipe improvement results in market share increase• Domino’s consumer embracing innovation• Continued development of online and mobile apps12/12/12 3
  • 4. Communications Market Analysis• Traditional media effective when coupled with Social Media• Co-branding opportunities such as America’s Dairy Farmer’s, Oreo Cookies, NCAA March Madness• Multiple audience opportunity with: – 18-24 year olds – 25-55 year olds – Segmentation within these audiences12/12/12 4
  • 5. Competitive Analysis Top Competitors Company 2011 U.S. Sales #US Stores Operates - Menu Supplier Type (x1,000) Franchises / #States ItemsDomino’s Little Caesar’s Public - $3,4000,000ǂ 394 - 4,513 / 51 † Pizza, pasta, boneless Domino’s Pizza Papa Johns (NYSE: DPZ)† (20% delivery chicken, wings, Supply Chain Pizza Hut† market share)† sandwiches, breads and dessertsLittle Caesars Dominos Subsidiary $1,480,000ǂ 3,518‡ - / 51 Pizza, sandwiches, Blue Line Food Papa Johns wings, breads, Service Distribution Pizza Hut (Secondary: desserts and (Little Caesars- CiCi’s, Sbarro)† vegetarian options owned)Papa John’s Dominos Public - $2,195,841ǂ 625 – 3,001 / 51† Pizza, breadsticks, PJ Food Service, Inc. Little Caesar’s (NASDAQ: PZZA chicken strips, wings QC Centers Pizza Hut† )† and dessertsPizza Hut Dominos Subsidiary † $5,4000,000ǂ (15% 1,080 – 6,120 / 51 Pizza, breadsticks, n/a, (not supplied Little Caesar’s market share)† wings, sandwiches, by Pizza Hut or Papa Johns pasta and desserts YUM! Brands, Inc.)Sbarro Noble Romans, Inc. Private † $420,000ǂ 611‡ - n/a / 48 Pizza, salads, pasta, n/a Panda Restaurant full-course entrees Group, Inc. and desserts YUM! Brands, Inc.CiCi’s Dominos Private † $516,000ǂ 573‡ - n/a / 34 Pizza, pasta, soup, JMC Restaurant Pizza Hut salad, wings and Distribution, Inc. Sonic Corp. desserts (Secondary: Little Caesars, Sbarro Papa John’s) †12/12/12 5
  • 6. Healthy Menu Comparison• Little Caesar’s – offers vegetarian pizzas – no animal or animal by-products in its dough• Papa Johns – Garden Fresh and Spinach Alfredo specialty pizzas contains the least calories• Pizza Hut – Veggie lovers pizza• Domino’s – None of their competitors offer any lower calorie or low-fat cheese or meat options, making the changes to Domino’s menu a desirable strategy for capturing more health-conscious patrons.12/12/12 6
  • 7. Opportunity Analysis• Expanded menu with healthy alternatives• Continued viability of expansion based on market segmentation – Online – Social media – Mobile• Potential for new media based on – Product placement in films and television shows12/12/12 7
  • 8. Target Market Analysis• Adults age 18-24 – Appeal to their forward thinking with apps, etc. – Capture loyalty now to carry forward through adult – Forward thinking group looking for• Adults age 25-54 – Most dedicated QSR consumer – Population growing – Eager to try a wide range of menu choices12/12/12 8
  • 9. Customer Analysis• Age: 18-24 and 25-54 year-olds – 18-24 concerned with convenience and taste – 25-54 healthy alternatives for family and value pricing• Households with children – 11% more likely to have purchased pizza last 30 days• Income: 75-150K• Buyer Behavior – Value, upscale and healthier menu choices12/12/12 9
  • 10. Market Segmentation Strategy• Health conscience parents – Choices of low-fat milk & cheese, fruit, non-fried chicken• Variety menu expansion – Include salads, locally grown ingredients, low-fat• Gluten free – Number of people purchasing has skyrocketed• Technology seekers – Appeal to those looking for quick and convenient12/12/12 10
  • 11. Corporate StrategiesIncrease market share and sales• Expand menu with suitable products desired across market segments• Engage consumers through diverse media channels that reach them where they live• Heighten the visibility of new menu platform and focus on items unique to Domino’s brand12/12/12 11
  • 12. Corporate Image Strategy• Interested in consumer feedback – Building a sense of customer ownership – Variety of communication avenues• Present image of – Quality – Healthy options – Value conscience – Convenience12/12/12 12
  • 13. Brand Strategy• Domino’s cares about consumer opinions• Domino’s is more than just pizza• Something for everyone• Positioning continues and expands – differentiation from rivals and competitors Pizza Hut and Papa John’s – Focus on innovation and technology that adds convenience12/12/12 13
  • 14. Distribution Strategy• The main partner in the B2B distribution strategy are the franchises.• Expansion and continued management of own ingredient supply chain• Customers receive product via – Delivered by Domino’s driver – Pick up12/12/12 14
  • 15. Evaluations & Analysis• Crispin Porter + Bogusky (CP+B) leads – Image analysis and advertising impact – Positioning and consumer promotions analysis• Domino’s will evaluate – Sales – Cost – ROI12/12/12 15
  • 16. IMC Objectives• Increase market share by 10%• Build brand loyalty in target audience• Facebook “Likes” from 7.5M to 9M• Tweets mentioning Domino’s increased by 10%• Increase satisfaction scores by 15%• Engagement with consumer increased12/12/12 16
  • 17. Communication ObjectivesTarget audiences will need to• Think – Of Domino’s as more than just pizza• Feel – The desire• Do – Order food item from Domino’s12/12/12 17
  • 18. Consumer PromotionsFocus on new healthy alternative menu selections• Feedback encouraged via social media• New recipe testing• Sampling• Price-offs• Coupons• Contests and Sweepstakes12/12/12 18
  • 19. Interactive and New Media• Seek new innovations to serve customers – Pizza tracker has had huge success – Augmented reality• “Is it good?” video reviews via Facebook & Twitter• More involvement with other social – Instagram – Tumblr – Pinterest12/12/12 19
  • 20. Supporting ProgramsCreating engagement opportunities with consumers• Sponsorships and Events – Focus on 18-24 year olds• Database Programs• Direct Marketing• Permission Marketing• Loyalty Programs12/12/12 20
  • 21. B2B Strategy• Focus on increased and effective communication – Updated B2B website with easy access to needed information and marketing materials• Nurture existing business relationships – Acknowledge partners in various B2B communication• Pursue new partnerships – with local and regional farmers – Approach Heart & Diabetes associations12/12/12 21
  • 22. IntegrationTelevision ad will drive customers online and toOther forms of media which willsolidify and support themessage by extending reach.12/12/12 22
  • 23. Creative Brief• Target audience 18-24 and 25-54 years old• Key consumer benefits – New, tastier menu – New healthier choices on menu – Variety of menu items, not just pizza anymore• Strategy focuses on increased customer engagement• Slogan “For Friday night with family or with friends make it Domino’s: Good and good for you.”12/12/12 23
  • 24. Logo & Tagline “For Friday night with family or with friends, make it Domino’s. Good and good for you.”12/12/12 24
  • 25. Appendices Kelle Fraser Michelle Merritt IMC 631 December 12, 201212/12/12 25
  • 26. Advertising Design12/12/12 26
  • 27. Evaluation Programs12/12/12 27
  • 28. Total IMC Budget Digital $ 10,000,000 Broadcast $ 6,500,000 Social Media $ 4,000,000 Direct Marketing $ 2,000,000 Newspaper $ 1,500,000 Billboard $ 1,000,000 Sponsorships $ 1,000,000 Total $ 26,000,000 IMC Allocations Consumer 24,750,000 Distribution Channel 12,000,000 Business-to-business 1,000,000 Total12/12/12 37,750,000 28
  • 29. Media Plan• Budget allocation spread across entire year• Focus on TV and interactive, supported with social and other media12/12/12 29
  • 30. The QSR 50 Pizza/Pasta Segment 2011 US 2011 US AVERAGE TOTAL SYSTEM WIDE SALES PER NUMBER OF CHANGE INSEGMENT 1 2011 U.S. SALES IN AVERAGE UNIT TOTAL UNITS UNITS FROM 2011 U.S. SALES PER TOTALRANK COMPANY/CHAIN NAME MILLIONS UNIT (THOUSANDS) IN IN 2011 SYSTEMWIDE NUMBER OF CHANGE 2010 SEGMENT SALES (THOUSANDS TOTAL UNITS UNITS FROM RANK COMPANY/CHAIN NAME (MILLIONS) ) IN 2011 2010 1 Pizza Hut 1 Pizza Hut $5,500.0$875.0 $5,500.0 $875.0 58 7,600 7,600 58 2 Domino’s Pizza* $3,437.9 $679.0 4,907 -22 Pizza/Pasta Segment 2 Domino’s Pizza* 3 Papa John’s $3,437.9$786.0 $2,213.6 $679.0130 3,001 4,907 -22 4 Little Caesars* $1,480.0 $465.0 3,518 305 3 Papa John’s 5 Papa Murphy’s $2,213.6 $695.9 $559.5 $786.0 42 1,283 3,001 130 6 CiCi’s Pizza $516.0 $895.4 573 -21 4 Little Caesars* 7 Sbarro $1,480.0$690.0 $420.0 $465.0 -70 611 3,518 305 5 Papa Murphy’s $695.9 $559.5 1,283 42 6 CiCi’s Pizza $516.0 $895.4 573 -21 7 Sbarro $420.0 $690.0 611 -7012/12/12 30
  • 31. References• Barrett, L. (December 2012) PMQ Pizza Magazine - Pizza power report 2013. Retrieved on December 10, 2012 at http://www.pmqmag-digital.com/pmqmag/201212#pg24• Bertoldi, M. (August 2010). The key to Old Spice’s social media success. Michaelbertoldi.com. Retrieved on November 25, 2012 at http://michaelbertoldi.net/the-key-to-old-spices-social-media-success-a-foundation-in-traditional-media/• Bplans.com. 2012 Pizzeria franchise business. Retrieved on November 2, 2012 at Planhttp://www.bplans.com/pizzeria_franchise_business_plan/market_analysis_summary_fc.php#.UJQ2B4Y3EXU• Centers for Disease Control and Prevention. 2012. Overweight and obesity facts. Retrieved on November 17, 2012 at http://www.cdc.gov/obesity/data/facts.html• CiCi Enterprises, LP. 2012. Bright slice program. Retrieved December 10, 2012 at http://www.cicispizza.com/in-the- community/bright-slice-program• Domino’s Pizza, LLC. 2012. General menu. Retrieved December 9, 2012 at https://order.dominos.com/en/pages/order/menu.jsp#/menu/category/all/• Dominosbiz.com. 2012. Domino’s around the world. Retrieved November 2, 2012 at http://www.dominosbiz.com/Biz- Public-EN/Site+Content/Secondary/International/• Domino’s Investor Relations. 2011. Annual Report. Retrieved November 3, 2012 at http://phx.corporate- ir.net/phoenix.zhtml?c=135383&p=irol-reportsannual• Giandelone, E. 2011. Mintel – Pizza restaurants – US – December 2011. Retrieved December 9, 2012 at http://academic.mintel.com.ezproxy.emich.edu/display/543324/?highlight=true#search_this_report12/12/12 31
  • 32. References• Little Caesar Enterprises, Inc. 2012. Pizza and products menu. Retrieved December 9, 2012 at http://www.littlecaesars.com/pizza/products.asp• Mintel. (December 2011). Attitudes toward pizza restaurants – US. Retrieved on December 11, 2012 at EMU Library.• Mintel. (June 2012). Setting example is most effective way to get kids eating healthily. Retrieved on November 12, 2012 at EMU Library.• Mintel. (August 2012). Marketing to Millennials – US. Demographic Characteristics. Retrieved on November 12, 2012 at EMU Library.• Mintel. (September 2012). Quick service restaurants – US – September 2012. Retrieved on October 30, 2012 at http://academic.mintel.com.ezproxy.emich.edu/display/636769/• Morrison, M. (August 14, 2012) Dominos revamping stores, drops pizza from logo AdAge.com. Retrieved November 8, 2012 at http://adage.com/article/news/domino-s-revamping-stores-logo/236680/• Nguyen, A. (July 27, 2012) Dominos pizza hits unprecedented $1 billion In U.S. digital sales In one year, thanking customers with week-long 50% off pizza online offer. Computerworld, UK. Retrieved on November 9, 2012 at http://www.thestreet.com/story/11575882/1/dominos-pizza-hits-unprecedented-1-billion-in-us-digital-sales-in-one-year- thanking-customers-with-weeklong-50-off-pizza-online-offer.html• Oches, S. (August 2012). The QSR 50 Pizza/Pasta Segment. The top pizza and pasta brands in quick service. Retrieved December 8, 2012 at http://www.qsrmagazine.com/reports/qsr50-2012-pizza-segment-breakdown• Papa Johns International, Inc. 2012. Papa Johns Non-profit charity involvement. Retrieved December 8, 2012 at http://www.papajohns.com/about/non_profit.shtm•• Papa Johns International, Inc. 2012. Welcome to Papa John’s online ordering menu. Retrieved December 8, 2012 at3212/12/12 http://order.papajohns.com/menu.html
  • 33. References• Papa Johns International, Inc. 2012. Welcome to Papa John’s online ordering menu. Retrieved December 8, 2012 at http://order.papajohns.com/menu.html• Pizza Hut, Inc. 2012. Pizza Hut. Retrieved December 9, 2012 at http://www.pizzahut.com/• PizzaMarketPlace.com (January 16, 2012) Restaurant industry’s 2012 trends shaped by demographics nutrition. Retrieved on November 1, 2012 at http://www.pizzamarketplace.com/article/189200/Restaurant-industry-s-2012- trends-shaped-by-demographics-nutrition• PizzaMarketPlace.com. (October 25, 2012) Gluten-free market jumps 28 percent in four years. Retrieved on November 1, 2012 at http://www.pizzamarketplace.com/article/202685/Gluten-free-market-jumps-28-percent-in-four- years?rc_id=312• PizzaMarketPlace.com. (October 31, 2012) Restaurant consumers increasingly interested in technology. Retrieved on November 3, 2012 at http://www.pizzamarketplace.com/article/202955/Restaurant-consumers-increasingly-interested- in-technology?rc_id=312• PizzaToday.com (October 23, 2012) Pie Five Co. introduces gluten-free crust. Retrieved on November 2, 2012 at http://www.pizzatoday.com/magazine/2012-october-pie-five-co-introduces-gluten-free-crust• PR Newswire. 2012. The Street. Dominos Pizza reinventing itself on the road, asking consumers to help design the ultimate delivery vehicle. Retrieved November 23, 2012 at http://www.thestreet.com/story/11658897/1/dominos-pizza- reinventing-itself-on-the-road-asking-consumers-to-help-design-the-ultimate-delivery-vehicle.html• QSR Magazine. 2012. INDUSTRY NEWS. Dominos handmade pan pizza heats up with sampling event. Retrieved November 23, 2012 at http://www.qsrmagazine.com/news/dominos-handmade-pan-pizza-heats-sampling-event•• QSR12/12/12 33