Dominos pizza direct marketing campaign

8,040 views

Published on

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
8,040
On SlideShare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
231
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Dominos pizza direct marketing campaign

  1. 1. Mr. Vishal Mehta Interactive campaign 2010Msc Marketing CommunicationIntern McCann London
  2. 2. Snapshot1. Situational Analysis2.Current strategy of Domino’s3.Objectives4.Target Audiences5.Strategy6.Implementation7.Leaflet – Print media8.Evaluation9.Promotional offer Budget10. Budget overview11. Scheduling12. Value of pizza and digitalised market
  3. 3. Situational Analysis
  4. 4. Situational Analysis•Dominos global player in Pizza market•Selling 1 millions pizza everyday•8773 Dominos outlets in 60 countries•Positioning 1st in global pizza 100% home delivery•Stands 2nd in pizza consumer food services•Doing large - scale of marketing promotions•Dominos stands 1st in the biggest market in UK,Australia, US, Mexico, South Korea and Turkey•Domino’s 1st UK store open in Luton in 1985
  5. 5. Increase in Dominos international franchises indicatesbrand reputation and attributes Have a master franchises and effective distribution system in UK Source: WARC, 2009
  6. 6. Domino’s leads in UK market and global brand image and valueSource: Euromonitor international, 2010
  7. 7. Target Audiences
  8. 8. Target MarketSource: Marketline, 2009
  9. 9. Target audiences/ segmentation• WEALTHY ACHIEVERS• WEALTHY EXEC’S• PROSPEROUS PROFESSIONALS Age Group: 15-35 Social Grade:• EDUCATED URBANITES ABC+C1+C2+D1+E• ASPIRING SINGLES• STARTING OUT• SECURE FAMILIES• SETTLED SUBURBIA.• ASIAN COMMUNITIES.• POST INDUSTRIAL FAMILIES• BLUE COLLAR ROOTS
  10. 10. Dominos pizza category regional market share
  11. 11. Objectives
  12. 12. Objectives To create awareness by word of mouth and buzz generating viral marketing within the target audience Create interaction with customers and achieve a successful interactive campaign Build relationship with customers To gain consumer insights Reinforce the brand image IDM 2009/2010 12
  13. 13. • Dominos currently states 20% of order placed digitally and mission is to increase 50% by 2011.• Drives consumer on login websites, to grab promotional offers and share exciting offer to your friends by using social media.• Grab more market share across the UK• To have more customization data• To infulence 3millions people in 4month
  14. 14. Objective to increase the pizza 100% home delivery market performanceSource: Euromonitor international, 2010
  15. 15. Strategy & Implementations
  16. 16. Current Dominos strategy 2007-10 • Dominos 1st player for implementing mobile phone orders. SMS Text on 61212 • This mobile phone pizza orders drives the consumer to access the websites, which store payment information and past orders • Dominos take advantage of the mobile phone users , to have a few click on websites for pizza delivery • Needs to grab more market share • Problem - Order placed only once in day via SMASource: WARC, 2009
  17. 17. Sametraditionaloffer sincelast 1 years Using address customization data
  18. 18. Core Brand Associations – Brand resonance Fun Reliability For the Family 30 minFreshness Quality Sharing Promotional 0ffer Hot Home-delivery services Friends & mates Will add Flavour
  19. 19. DM - Essential role played by direct mailLeaflet insight – Different Pizza flavour having different promotional codeLeaflet distribution – Goes to registered Target Audience home address (customer acquisition) via Royal mail across the UKLeaflet Purpose – to introduce and promote all the flavours to the Pizza seekers and drive them to the websites (www.dominos.co.uk)
  20. 20. Web-site insight Login to www.dominos.co.uk, for your surprise promotional offer, by entering your flavours pizza promotional code.1st click – Login2nd click – Pizza flavour promotional offer pages3rd click – Click on your pizza bites4th next – Before seeing offer fill five friends name, e-mail or mobile number, to grab this opportunity5th next – After entering all the five name, view promotional offer6th click – On selected social networking sites7th next – Thanks for sharing your surprise promotional offer8th next – Instant mail in mail box for using this web serivces and thanks for being a part of dominos family
  21. 21. Strategically steps of Dominos DM Dominos Leaflet at potential customer doorstep Im pl em en www.dominos.co.uk ta tio ns View promtional offer Give five name , e-mail address of your mates Grab the opportunity Share this surprise on social networking sites Thanks for using this servicesNew TA, New customization data which helps to drive the Dominoscustomer acquisition and reintention, further to enreach customersatisfactions
  22. 22. Leaflet – Front Page Every Bite, A Promise Kept
  23. 23. 7 011 Pro xican lf Me f & H Ha - 30 mo Siz l tio zler Tex ty Me l code nal a Pr aty cod Or omo a 116 Mig otion Ex igina tion 0 e -3 BQ tra l c al - 30 de m 001 va he cod as B l co h ga es Pro nz e & e - 3 na 10 a T o 001 o tio ano m a 11 to om Volc Pr gi Ve ator Grab this opportunity Me log on toMuch more than your www.dominos.co.uk Pr o Expectations m 01 12 Tan otiona - 30 d l e The oori H code - od Sizz ot 300 al c 115 tion ler mo n Pro aiia Promotional code -300114 13 1 y Meltdown The Revenge Haw & Spic on - 300 Hot ou i Pa ode ll H on l c ssi Fu pper tiona Meat Lovers Pe omo se Pr
  24. 24. F1 race ticketsF1 UK tickets
  25. 25. Evaluation• Click through rate – Traffic on official websites• Widgets on Facebook• New A/C opening on official websites• E-mail response rate• Potential customer login existing A/c• Promotional offer sharing on Facebook, Twitter & MySpace• Most promotional offer code entered on sites, give exact result of UK tasty Pizza flavours• Community engagement and comment on this offers
  26. 26. Promotional offer & Budget• Ferrari - £40,000 ( 16 tickets for F1 formula race held in UK) 2500x16 = £40,000• i-Phone - £48,000 (400x120days)• Leaflet – 7,000,000 (7m)x1000 = £75,000• “Thank You” Envelope printing cost 4m = £75,000• 7000 Leaflet distributors - £ 120,000 (LD posted 1000 Leaflet x£22 per 1000 leaflet)• Direct mail by Royal mail 2nd class services – £ 142,000(4mx0.25p)• Free advert on Facebook
  27. 27. Total budget - £500,000
  28. 28. SchedulingACTIVITIES April 2011 May 2011 June 2011 July 2011Print mediaLeaflet 6millions 1millionsThanking Each customer Who have Participated in This contestEnvelopeInternetadvertisingi-Phone winning Every day Every day Every day Every dayF1 tickets 4 tickets 4 tickets 4 tickets 4 ticketswinningPromotional Discounts more Buy one get one Free meals for Much more tooffer on web than 5% free each day the party deliverpageFacebook Every day Every day Every day Every dayE-mail advertE-mail Each day Each day Each day Each daymarketing
  29. 29. Value of the market
  30. 30. Value of Market Source: Euromonitor international, 2010
  31. 31. Source: Euromonitor international, 2010
  32. 32. References• WARC, 2010• Euromotinor international,2009• Marketline, 2009• Datamonitor, 2009• Newspaper, 2009• Acorn Profiles, 2008
  33. 33. Thanks for your attentions Every bites, a promise kept

×