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Dominos pizza

Dominos pizza






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    Dominos pizza Dominos pizza Presentation Transcript

    • Domino’s PizzaAssignment:Write an Executive Report on Youtube Video Scams at Domono’s Pizza Students:Narayanan Palani,Keyur Shah, Raman Ganapathy Executive Report to Mr.Tim McIntyre, Vice President of Communications, Dominos Pizza, +1-734-930-3563 - Office, +1-734-604-1863 - Cell, tim.mcintyre@dominos.com Adrian Bale, Global Practice Head, Social 1 Media Optimisation
    • Executive Summary:• Domino’s Pizza offers Pizza delivery In Global Market. Observations show that some of the videos are posted in social media to damage brand name. It is also observed that the video is shared across and received 250000 Youtube views which was just the beginning.• It is identified that two employees called Kristi Hammond and Michael Setzer were found guilty for this act for posting vulgar videos in social media. In effect these employees were removed from the organisation and Tim McIntyre had a challenge to deal with this situation swiftly by not compromising the values of the organization. Adrian Bale, Global Practice Head, Social 2 Media Optimisation
    • Situation Analysis/1 Adrian Bale, Global Practice Head, Social 3 Media Optimisation
    • Situation Analysis/2• Customers: There is a fear that customers will be switching from Domino’s to other pizza chains. The trust on this brand for so many years is on stake. The situation will also affect the situation of brand loyal customers.• Competitors will be taking advantage of this situation. They will try to bad mouth our brand and will promote their product. They will be coming out with special promotions to attract attention of the customers as this will the right period to do so.• Political Analysis: Consumer Act and Complaints leads to Government actions on the business of Domino’s Pizza.• Social/Legal Analysis: Consumer Law, Antitrust Law, Health and Safety Laws can be charged against the organization at any point of time. Adrian Bale, Global Practice Head, Social 4 Media Optimisation
    • Problem Statement• Brand name and goodwill are highly affected. The reputation of Domino’s has been affected across the globe and it will leads to business loss.• Sustainability over the Pizza Delivery Industry is a question mark. The quality of the product has been found faulty so trusting on the product in future is doubtful. Gaining new customers and maintaining existing customers would be difficult.• Franchisee of Domino’s Pizza, their business and employees are affected due to loss of interest from customers end. Adrian Bale, Global Practice Head, Social 5 Media Optimisation
    • Criteria:• The primary criteria of the problem through social media are damage over the brand name and goodwill and how to address the problem immediately by addressing to customers across the globe. Taking the help from Social Media to reach all the possible channels where the videos have been viewed is a major criterion as well. The secondary criteria are the problem over retaining the existing customers and handling customer complaints over the issue. Adrian Bale, Global Practice Head, Social 6 Media Optimisation
    • Options:• Option1:Address the customers• Option2:Try building the brand credibility• Option3:To avoid the issues in future, organization has to initiate new policies and regulations.• Option4:To avoid further damage, organization has to request Youtube and other media channels to remove the contents related to organisation.• Option5:Product Portfolio should be re-looked and the contents can be revised to bring the better portfolio to attract the customers. Adrian Bale, Global Practice Head, Social 7 Media Optimisation
    • Evaluation of options:• Reaching social media and apologizing from higher management like CEO, CMO would a highly valued option. Contributing to social media sites with good features and benefits about the brand is also important. Representative has to apologize from media channels apart from social media also important to reach customers.• Advantages of social media channels are to reach people within seconds. People share information in multiple channels and they download the necessary e-documents by their wish. So digital marketing is a best way to improve the business. At the same time, bad information and gossips can reach huge number of people and it can’t be controlled once it is shared across these channels. This is a big disadvantage over the social media sites.• Customer relationship should be built through various events. Feedbacks and actions towards feedbacks are very important option to build the customer relationship over a period of time.• Social media channels should be utilized for the customer feedbacks as well. This will create a strong bond between customer and organization. Adrian Bale, Global Practice Head, Social 8 Media Optimisation
    • Recommendation:• Organisation’s Senior Officials has to address to customers through Twitter, Facebook, TV Advertisements, Newspapers, Magazines and other mode of media channels to apologize for the incident and the corrective actions has been done in the organisation.• Internal Communication can be made to employees on new policy changes to avoid video equipments and mobile during working hours.• Working places should be equipped with Monitoring Cameras and these cameras should be monitored centrally from Head Quarters. Adrian Bale, Global Practice Head, Social 9 Media Optimisation
    • Action Plan:• Dominos should get in touch with social media when they came to know about the videos leaked in the internet. The CEO should come live and apologize to the public in social media. The CEO should explain what actions are being taken by Dominos against the employees and also the efforts to retain the customer base.• To improve business, Dominos should do turn around strategy. It should change the ingredients for all their pizzas and work hard to get the word out to get the word out on social media that it was a whole new era.• To avoid future issues and hoax videos, Social Media Management Team should introduce new policy to avoid cameras and mobiles of employees at work place and restrict employees from posting organisation related information in any form in any kind of media channels. Dedicated media team should work on these issues and rectify by working with employees on corrective actions. Adrian Bale, Global Practice Head, Social 10 Media Optimisation
    • Contingency Plan:• Organisation has to file a case against two employees on posting vulgar videos at social media channels.• Strategic partnerships can be made between newspapers and Dominos Pizza on publishing certain editorial sections favouring to Dominos Pizza.• Short Advertisements should be generated with new improvements on Dominos Pizza and sent to large customer segments by sms channels and email channels. Adrian Bale, Global Practice Head, Social 11 Media Optimisation
    • References-Websites:• http://www.geek.com/articles/news/dominos -president-apologizes-for-disgusting-hoax- youtube-video-20090417/• http://www.nytimes.com/2009/04/16/busine ss/media/16dominos.html• http://www.flipthefunnelnow.com/tim- mcintyres-response-to-dominos/ Adrian Bale, Global Practice Head, Social 12 Media Optimisation