Domino's Pizza India Ltd was established in 1995 as the master franchisee for Domino's Pizza in India and neighboring countries. It opened its first store in New Delhi in 1996 and has since expanded to over 125 stores across 30 cities, making it the largest pizza delivery chain in South Asia. Domino's maintains a network of regional commissaries that procure, process, and distribute raw materials to stores. The commissary system and optimized procurement strategy have enabled Domino's to achieve economies of scale and become the dominant player in the Indian pizza delivery market with over 65% share.
Domino's Strategy: From Pizza to Tech Giant // Customer Value SeriesLHBS
Domino’s has been seeing double digit growth for several consecutive quarters. The pizza chain has been outperforming giants such as Google or Facebook on the stock market.
What contributed to the success of this company, once simply known for bad pizza? How did the brand harness technology to embed itself into the lives of its customers by delivering a better experience?
Take a look at our report where we provide some background on Domino’s and explore their Customer Value Proposition using our CVP Canvas to identify the brand initiatives around product innovation, added-value services, shopping experience, and communication that contributed to a new success.
Domino's Pizza is the largest pizza chain worldwide with over 10,000 stores. This document discusses Domino's service marketing mix, including their wide product range of pizzas, sides, and desserts. It describes Domino's pricing strategy, numerous store locations globally, and extensive promotional activities. The people dimension covers rewarding employees and satisfying stakeholders and customers. Key processes include online and phone ordering and 30-minute delivery guarantees. Physical evidence discusses Domino's clean stores and packaging. Productivity measures include cost reduction, speed of service, and efficiency.
This document discusses customer satisfaction with Domino's Pizza. It provides background on Domino's history and operations, describing its founding in 1960, worldwide presence, and products including pizza, breadsticks and pasta. It then outlines the methodology used in a customer satisfaction survey, including questionnaires. Key findings indicate customers agree Domino's is their first choice over other brands and appreciate its delivery guarantee. Recommendations include maintaining consistency, expanding product lines and increasing promotions. The conclusion is that Domino's provides good value and ambience while maintaining quality and preference over competitors.
Strategic Case Analysis of Domino's PizzaAtacan Garip
In this paper, Company Information, Corporate Governance, Internal-External Environment, Strategic Factor's Analysis and Strategy Formulation for Domino's Pizza are available.
Gap analysis of Mc donalds with respect to fast food industryShashi Kumar
Gap analysis of Mc donalds with respect to fast food industry.
Gap analysis helps to identify the gap between the customers expectation and managment perception.
it help company under stand gaps internal and external
The document is a marketing plan by Coca-Cola Company to introduce a new product called "Bubble Buzz". Bubble Buzz will be a bottled bubble tea product positioned as the only ready-to-drink bubble tea on the market. The objectives of the marketing plan are to create strong consumer awareness of the new product, establish wide brand recognition to capture market share in the functional drinks segment, and become the top market leader in that segment. The plan analyzes the industry, trends, demographics and economic conditions to guide marketing strategies to reach the targeted market size and sales growth forecasts over four years.
Domino's Pizza India Ltd was established in 1995 as the master franchisee for Domino's Pizza in India and neighboring countries. It opened its first store in New Delhi in 1996 and has since expanded to over 125 stores across 30 cities, making it the largest pizza delivery chain in South Asia. Domino's maintains a network of regional commissaries that procure, process, and distribute raw materials to stores. The commissary system and optimized procurement strategy have enabled Domino's to achieve economies of scale and become the dominant player in the Indian pizza delivery market with over 65% share.
Domino's Strategy: From Pizza to Tech Giant // Customer Value SeriesLHBS
Domino’s has been seeing double digit growth for several consecutive quarters. The pizza chain has been outperforming giants such as Google or Facebook on the stock market.
What contributed to the success of this company, once simply known for bad pizza? How did the brand harness technology to embed itself into the lives of its customers by delivering a better experience?
Take a look at our report where we provide some background on Domino’s and explore their Customer Value Proposition using our CVP Canvas to identify the brand initiatives around product innovation, added-value services, shopping experience, and communication that contributed to a new success.
Domino's Pizza is the largest pizza chain worldwide with over 10,000 stores. This document discusses Domino's service marketing mix, including their wide product range of pizzas, sides, and desserts. It describes Domino's pricing strategy, numerous store locations globally, and extensive promotional activities. The people dimension covers rewarding employees and satisfying stakeholders and customers. Key processes include online and phone ordering and 30-minute delivery guarantees. Physical evidence discusses Domino's clean stores and packaging. Productivity measures include cost reduction, speed of service, and efficiency.
This document discusses customer satisfaction with Domino's Pizza. It provides background on Domino's history and operations, describing its founding in 1960, worldwide presence, and products including pizza, breadsticks and pasta. It then outlines the methodology used in a customer satisfaction survey, including questionnaires. Key findings indicate customers agree Domino's is their first choice over other brands and appreciate its delivery guarantee. Recommendations include maintaining consistency, expanding product lines and increasing promotions. The conclusion is that Domino's provides good value and ambience while maintaining quality and preference over competitors.
Strategic Case Analysis of Domino's PizzaAtacan Garip
In this paper, Company Information, Corporate Governance, Internal-External Environment, Strategic Factor's Analysis and Strategy Formulation for Domino's Pizza are available.
Gap analysis of Mc donalds with respect to fast food industryShashi Kumar
Gap analysis of Mc donalds with respect to fast food industry.
Gap analysis helps to identify the gap between the customers expectation and managment perception.
it help company under stand gaps internal and external
The document is a marketing plan by Coca-Cola Company to introduce a new product called "Bubble Buzz". Bubble Buzz will be a bottled bubble tea product positioned as the only ready-to-drink bubble tea on the market. The objectives of the marketing plan are to create strong consumer awareness of the new product, establish wide brand recognition to capture market share in the functional drinks segment, and become the top market leader in that segment. The plan analyzes the industry, trends, demographics and economic conditions to guide marketing strategies to reach the targeted market size and sales growth forecasts over four years.
McDonald's has established an extensive supply chain and distribution network in India to source and deliver ingredients for its restaurants. Key aspects of its system include:
1) Establishing geographically diverse suppliers that meet stringent quality standards.
2) Using an e-procurement system called Emac Digital to facilitate ordering from major and small suppliers.
3) Maintaining a cold chain through centralized distribution centers and temperature-controlled transportation.
4) Outsourcing logistics and distribution to partners like AFL Logistics and Radhakrishna Foodland Ltd. to ensure nationwide coverage.
Unilever restructured its supply chain management practices to become more efficient. It reduced its brand portfolio from 1600 to 400 brands to focus on top brands. It also consolidated its 380 manufacturing plants down to 150 key factories. The restructuring involved changes to sourcing, distribution networks, and increased use of e-procurement and IT systems. The restructuring helped improve Unilever's operating margins and financial performance.
Jalli's Restaurant is a proposed new restaurant in Bangalore, India. It will have indoor and outdoor dining areas serving Hyderabadi biryani, Chinese, Indian, and continental cuisine. The restaurant aims to provide efficient customer service and establish itself as a unique concept in the area. It will be located in Banshankari Stage III, a residential area near colleges and computer cafes that currently lacks restaurants serving its cuisine. The restaurant expects to attract youth, families, and couples aged 15-50 and reach break-even point within 1.3 years of opening.
The presentation covers Brand elements of Coca Cola, which are describe in detail. Information related to its Brand elements are shown here. I hope this will help you.
The Research was based on customer satisfaction of Dominos Pizza.i.e whether the customers were satisfied with services and the pizzas offered by them or not ,the respondents were 100 and the research was based on primary data collection.
The document provides a summary of Dominos LLC's operations management strategies. It analyzes Dominos' operations strategy, product and service design, process design, planning and control, innovation, supply chain management, and quality management. It evaluates Dominos' strengths and weaknesses and provides recommendations to improve operational efficiency and maximize profits.
Marketing Strategy which includes Consumer Analysis, Marketing Mix, Porter`s Five Force Model, PEST analysis, Competitive Scenario, STP and Break Even.
This is a powerpoint presentation prepared by me... explaining about IMC plans of Coca cola Inc. This is very useful for presentations in colleges, MBA institutes etc. Send your suggestions and likes on my email id- a380onkar@yahoo.co.in
The document discusses the history and brand equity of Coca-Cola. It summarizes that Coca-Cola began in 1886 as a distinctive tasting soft drink created by John Pemberton. Through early marketing tactics like coupons and advertising, Coca-Cola established brand awareness and recognition around the world. The brand has achieved strong loyalty through consistent identity, quality perception, positive brand associations, and effective long-term marketing strategies focused on acceptability, affordability and availability. Coca-Cola remains one of the most well-known and beloved brands in history due to its iconic logo and marketing efforts spanning over a century.
McDonald's began in 1940 as a hot dog stand owned by brothers Richard and Maurice McDonald. They realized hamburgers were more profitable and changed their business model. In 1955, Ray Kroc began franchising McDonald's restaurants, which have since grown to over 3,200 locations in 122 countries. McDonald's is now one of the most well-known fast food chains globally and began international expansion in 1967.
Domino's Pizza is the world's largest pizza chain with over 9,000 corporate and franchised stores across 60 nations. The presentation provides an overview of Domino's business including its products, revenues, employees, growth in India. It discusses Domino's supply chain, ordering processes, marketing strategies including the 7Ps, SWOT analysis, strategic analysis using segmentation, targeting and positioning. Domino's differentiation and success are attributed to continuous product upgrades, effective marketing campaigns, and international expansion to remain the dominant player in the pizza industry.
Subway has over 28,000 locations worldwide and seeks to open 1600 more locations in the UK by 2010. Their marketing program focuses on providing fresh, custom-made sandwiches and appeals to health-conscious consumers. Subway analyzes their strengths, such as their large size and brand recognition, and weaknesses, like outdated décor, to identify opportunities for growth and address threats from competitors. Their marketing strategies aim to increase sales and brand awareness through promotions, partnerships, and expanding into new channels.
This document provides an overview of McDonald's distribution channels in India. It discusses how McDonald's entered the Indian market through joint ventures. It then outlines some of McDonald's innovations and focus on quality, service, cleanliness and value. The document also describes McDonald's local sourcing practices in India. Finally, it discusses the benefits of intermediaries in distribution channels and some considerations for small businesses in selecting distribution channels.
Baskin Robbins is using a new media advertising strategy that incorporates email marketing, social media marketing, and online banners/pop-ups. The company is expanding its traditional below-the-line neighborhood activities to include more above-the-line advertising like radio. For its marketing mix, Baskin Robbins focuses on products like ice cream, shakes and frozen yogurt. It prices these premium products higher than competitors. The brand promotes through advertising, social media and public relations. It distributes through over 7,000 stores globally and over 500 modern retail stores in India, and plans to expand its sales through hotels and malls.
Marketing starategy of Dominos Pizza IndiaAvinash Roy
This document outlines the objectives and methodology of a study conducted on Domino's Pizza in India. The objectives were to understand customer expectations and perceptions, motivational factors for choosing Domino's, general spending habits, important satisfaction factors, and areas for improvement. The methodology section describes the questionnaire design, data collection through an online survey, sample size of 31 respondents, and analysis using tools like Cronbach's alpha and paired sample t-tests to measure service quality gaps. Key findings included quality, brand image, and delivery time having a positive impact on satisfaction, while other factors had a negative impact. Reliability was found to have a significant service quality gap.
McDonald's "Plan to Win" strategy focuses on meeting customer needs through improved operations, affordable pricing, wide menu variety, convenience, and expansion. Initiatives that efficiently deliver products and services include high quality and value products, safely packaged foods, well-trained staff, clean premises, easy payment options, and good after-sales care. McDonald's competitive advantages of low prices and fast delivery directly support its vision to be the best quick service restaurant. Competitors are likely to first attempt to overcome McDonald's focus on research/analysis, unique value propositions, strong online branding/image, and emphasis on digital marketing.
MARKETING AND OPERATIONAL STRATEGIES OF McDonald's.Siddhi Sharma
The document is a country report on McDonald's marketing and operational strategies. It discusses McDonald's history and founding in the 1940s. It then summarizes McDonald's marketing mix strategies, focusing on the 4Ps of product, price, place, and promotion. McDonald's operational strategies are also outlined, including their emphasis on value, variety, and variations in their 3 dimensional process. The report concludes with recommendations for McDonald's future growth.
Lululemon is a designer and retailer of athletic apparel that has expanded to over 200 stores internationally. It has experienced strong revenue and profit growth in recent years. The document provides an overview of Lululemon's current state, strategy, mission, vision, objectives, corporate governance, external environment, customers, competitors, resources, and strategic alternatives. Financial analysis and projections are also included.
Dominos pizza direct marketing campaignVishal Mehta
This document provides a situational analysis and marketing campaign plan for Domino's Pizza UK. It analyzes Domino's current strong position in the UK and global pizza markets. The objectives are to increase brand awareness, digital orders, and market share through an interactive campaign targeting wealthy individuals ages 15-35. The strategy involves direct mail leaflets promoting pizza flavors that drive customers to the website to receive promotional offers. The campaign will be evaluated based on website traffic and social media engagement. The total budget is £500,000 spread across promotional prizes, advertising, leaflet distribution, and other activities from April to July 2011.
Domino's Pizza was founded in 1960 by Tom Monaghan in Michigan. It grew to become the largest pizza chain in the world through franchising and innovations like pizza delivery tracking. In 1998, Monaghan retired and sold 93% of Domino's to Bain Capital. Today Domino's has a worldwide presence and remains the leader in the pizza delivery industry through new products, marketing strategies, and digital ordering options.
McDonald's has established an extensive supply chain and distribution network in India to source and deliver ingredients for its restaurants. Key aspects of its system include:
1) Establishing geographically diverse suppliers that meet stringent quality standards.
2) Using an e-procurement system called Emac Digital to facilitate ordering from major and small suppliers.
3) Maintaining a cold chain through centralized distribution centers and temperature-controlled transportation.
4) Outsourcing logistics and distribution to partners like AFL Logistics and Radhakrishna Foodland Ltd. to ensure nationwide coverage.
Unilever restructured its supply chain management practices to become more efficient. It reduced its brand portfolio from 1600 to 400 brands to focus on top brands. It also consolidated its 380 manufacturing plants down to 150 key factories. The restructuring involved changes to sourcing, distribution networks, and increased use of e-procurement and IT systems. The restructuring helped improve Unilever's operating margins and financial performance.
Jalli's Restaurant is a proposed new restaurant in Bangalore, India. It will have indoor and outdoor dining areas serving Hyderabadi biryani, Chinese, Indian, and continental cuisine. The restaurant aims to provide efficient customer service and establish itself as a unique concept in the area. It will be located in Banshankari Stage III, a residential area near colleges and computer cafes that currently lacks restaurants serving its cuisine. The restaurant expects to attract youth, families, and couples aged 15-50 and reach break-even point within 1.3 years of opening.
The presentation covers Brand elements of Coca Cola, which are describe in detail. Information related to its Brand elements are shown here. I hope this will help you.
The Research was based on customer satisfaction of Dominos Pizza.i.e whether the customers were satisfied with services and the pizzas offered by them or not ,the respondents were 100 and the research was based on primary data collection.
The document provides a summary of Dominos LLC's operations management strategies. It analyzes Dominos' operations strategy, product and service design, process design, planning and control, innovation, supply chain management, and quality management. It evaluates Dominos' strengths and weaknesses and provides recommendations to improve operational efficiency and maximize profits.
Marketing Strategy which includes Consumer Analysis, Marketing Mix, Porter`s Five Force Model, PEST analysis, Competitive Scenario, STP and Break Even.
This is a powerpoint presentation prepared by me... explaining about IMC plans of Coca cola Inc. This is very useful for presentations in colleges, MBA institutes etc. Send your suggestions and likes on my email id- a380onkar@yahoo.co.in
The document discusses the history and brand equity of Coca-Cola. It summarizes that Coca-Cola began in 1886 as a distinctive tasting soft drink created by John Pemberton. Through early marketing tactics like coupons and advertising, Coca-Cola established brand awareness and recognition around the world. The brand has achieved strong loyalty through consistent identity, quality perception, positive brand associations, and effective long-term marketing strategies focused on acceptability, affordability and availability. Coca-Cola remains one of the most well-known and beloved brands in history due to its iconic logo and marketing efforts spanning over a century.
McDonald's began in 1940 as a hot dog stand owned by brothers Richard and Maurice McDonald. They realized hamburgers were more profitable and changed their business model. In 1955, Ray Kroc began franchising McDonald's restaurants, which have since grown to over 3,200 locations in 122 countries. McDonald's is now one of the most well-known fast food chains globally and began international expansion in 1967.
Domino's Pizza is the world's largest pizza chain with over 9,000 corporate and franchised stores across 60 nations. The presentation provides an overview of Domino's business including its products, revenues, employees, growth in India. It discusses Domino's supply chain, ordering processes, marketing strategies including the 7Ps, SWOT analysis, strategic analysis using segmentation, targeting and positioning. Domino's differentiation and success are attributed to continuous product upgrades, effective marketing campaigns, and international expansion to remain the dominant player in the pizza industry.
Subway has over 28,000 locations worldwide and seeks to open 1600 more locations in the UK by 2010. Their marketing program focuses on providing fresh, custom-made sandwiches and appeals to health-conscious consumers. Subway analyzes their strengths, such as their large size and brand recognition, and weaknesses, like outdated décor, to identify opportunities for growth and address threats from competitors. Their marketing strategies aim to increase sales and brand awareness through promotions, partnerships, and expanding into new channels.
This document provides an overview of McDonald's distribution channels in India. It discusses how McDonald's entered the Indian market through joint ventures. It then outlines some of McDonald's innovations and focus on quality, service, cleanliness and value. The document also describes McDonald's local sourcing practices in India. Finally, it discusses the benefits of intermediaries in distribution channels and some considerations for small businesses in selecting distribution channels.
Baskin Robbins is using a new media advertising strategy that incorporates email marketing, social media marketing, and online banners/pop-ups. The company is expanding its traditional below-the-line neighborhood activities to include more above-the-line advertising like radio. For its marketing mix, Baskin Robbins focuses on products like ice cream, shakes and frozen yogurt. It prices these premium products higher than competitors. The brand promotes through advertising, social media and public relations. It distributes through over 7,000 stores globally and over 500 modern retail stores in India, and plans to expand its sales through hotels and malls.
Marketing starategy of Dominos Pizza IndiaAvinash Roy
This document outlines the objectives and methodology of a study conducted on Domino's Pizza in India. The objectives were to understand customer expectations and perceptions, motivational factors for choosing Domino's, general spending habits, important satisfaction factors, and areas for improvement. The methodology section describes the questionnaire design, data collection through an online survey, sample size of 31 respondents, and analysis using tools like Cronbach's alpha and paired sample t-tests to measure service quality gaps. Key findings included quality, brand image, and delivery time having a positive impact on satisfaction, while other factors had a negative impact. Reliability was found to have a significant service quality gap.
McDonald's "Plan to Win" strategy focuses on meeting customer needs through improved operations, affordable pricing, wide menu variety, convenience, and expansion. Initiatives that efficiently deliver products and services include high quality and value products, safely packaged foods, well-trained staff, clean premises, easy payment options, and good after-sales care. McDonald's competitive advantages of low prices and fast delivery directly support its vision to be the best quick service restaurant. Competitors are likely to first attempt to overcome McDonald's focus on research/analysis, unique value propositions, strong online branding/image, and emphasis on digital marketing.
MARKETING AND OPERATIONAL STRATEGIES OF McDonald's.Siddhi Sharma
The document is a country report on McDonald's marketing and operational strategies. It discusses McDonald's history and founding in the 1940s. It then summarizes McDonald's marketing mix strategies, focusing on the 4Ps of product, price, place, and promotion. McDonald's operational strategies are also outlined, including their emphasis on value, variety, and variations in their 3 dimensional process. The report concludes with recommendations for McDonald's future growth.
Lululemon is a designer and retailer of athletic apparel that has expanded to over 200 stores internationally. It has experienced strong revenue and profit growth in recent years. The document provides an overview of Lululemon's current state, strategy, mission, vision, objectives, corporate governance, external environment, customers, competitors, resources, and strategic alternatives. Financial analysis and projections are also included.
Dominos pizza direct marketing campaignVishal Mehta
This document provides a situational analysis and marketing campaign plan for Domino's Pizza UK. It analyzes Domino's current strong position in the UK and global pizza markets. The objectives are to increase brand awareness, digital orders, and market share through an interactive campaign targeting wealthy individuals ages 15-35. The strategy involves direct mail leaflets promoting pizza flavors that drive customers to the website to receive promotional offers. The campaign will be evaluated based on website traffic and social media engagement. The total budget is £500,000 spread across promotional prizes, advertising, leaflet distribution, and other activities from April to July 2011.
Domino's Pizza was founded in 1960 by Tom Monaghan in Michigan. It grew to become the largest pizza chain in the world through franchising and innovations like pizza delivery tracking. In 1998, Monaghan retired and sold 93% of Domino's to Bain Capital. Today Domino's has a worldwide presence and remains the leader in the pizza delivery industry through new products, marketing strategies, and digital ordering options.
Domino's Pizza Social Media Campaign analysisKate Organ
Domino's Pizza has grown from a single location in 1960 to over 5,000 stores by the late 1980s. In the 2000s, Domino's changed its pizza recipe and launched online ordering and tracking. In 2010, a new CEO launched an advertising campaign to improve Domino's brand image. Currently, Domino's uses social media like Facebook, Twitter, and Instagram for marketing. In 2015, Domino's launched a "tweet-to-eat" campaign allowing orders on Twitter. However, the document recommends Domino's improve by more actively monitoring and responding to negative social media comments to build trust and improve customer satisfaction.
Project on marketing strategies of pizza hut and dominoshiteshkrohra
This document is a project report on the marketing strategies of Pizza Hut and Dominos pizza chains in India. It provides a brief history of both companies, describing how Pizza Hut was founded in 1958 in the US and expanded globally, while Dominos was founded in 1960 in the US and entered the Indian market in 1995. It then discusses the companies' core competencies, strategies, and visions. Pizza Hut focuses on customizing its menu for Indian tastes, operating vegetarian locations, and expanding through express outlets. Dominos emphasizes on-time delivery, value, and using social media for crisis communication. The report aims to understand customers' preferences between the two major pizza brands in India.
Domino's direct marketing campaign | IMC 616Kaitlyn Reeves
Domino's is testing strategies to grow its carryout business in Columbus, Ohio. It will test various promotions targeted at two groups: college students aged 18-24, and households with children. For students, Domino's will advertise carryout deals in the campus newspaper and on Facebook, and offer mobile coupons. For families, Domino's will mail promotional postcards, advertise on Ticketmaster, and place ads in the local newspaper's family section. The 12-week tests will determine the most effective pricing, channels, and messaging to increase carryout sales.
This document summarizes a project to develop a mobile application for Domino's Pizza España. The project will implement a new mobile ordering system at one franchise location in Valencia, Spain. A balance scorecard analysis identifies objectives like increasing revenues and improving the customer experience. An industry analysis finds competition from Telepizza but also opportunities in mobile ordering. Project phases will include app conception, development, and a promotion phase.
Taylor Cohn is proposing a new media marketing strategy to make Domino's Pizza the number one pizza choice on college campuses. The plan targets Michigan State University students in East Lansing and includes localizing social media efforts, creating "Spartan friendly" deals, running a Google AdWords campaign with relevant keywords, establishing a local social media presence, and increasing promotional activities during back-to-school months. Success will be measured by engagement on social media and Google AdWords analytics.
This is a ten-slide PowerPoint presentation created for the New Media Driver's License course that outlines an online marketing campaign for Domino's Pizza, Inc. by utilizing the principles found in Presentation Zen, written by Garr Reynolds.
Domino's Pizza is the world's second largest pizza chain with over 9,000 stores across 60 countries. Founded in 1960 in Michigan, Domino's focuses on home delivery and has a network of over 300 stores in India. Key products include pizzas, breadsticks, pastas and wings. Domino's emphasizes a vision of being the best pizza delivery company through its mission of consistently delighting customers with great tasting food and friendly service. The company utilizes a hub-and-spoke distribution model and focuses on intensive online and mobile ordering to drive growth.
This document provides an overview of Domino's Pizza, including:
1) A brief history of Domino's Pizza from its founding in 1960 to the present, including expansion, changes in ownership, and menu innovations over time.
2) Details on Domino's corporate leadership, products offered, and charitable activities.
3) Discussion of Domino's advertising campaigns, 30-minute delivery guarantee, and international operations in over 60 countries.
The document provides high-level contextual information about Domino's Pizza as a company at a global scale.
The buying patterns, demographics, and psychographics compiled from the data that Domino’s is able to collect through these tests are crucial part of future marketing campaigns in the Columbus, Ohio market. Taking advantage of this house list allows Domino’s to develop a personalized relationship with its customers which, in turn, fosters loyalty to the brand and the preferred location. Knowing how, where, what, and when to communicate with its customers is the desired outcome from these tests.
The current Domino's menu features a variety of Italian-American entrees and side dishes. Pizza is the primary focus, with traditional, specialty and custom pizzas available in a variety of crust styles and toppings. In 2011 Dominos launced Artisan style pizzas that offer a base blend of rich flavors to compliment chef inspired toppings. Additional entrees include pasta, bread bowls and oven-baked sandwiches. The menu offers chicken side dishes, breadsticks, as well as beverages and desserts.
This document proposes a digital media strategy for Domino's Pizza to target college students in the Lansing, Michigan area. It recommends (1) using targeted keywords in Google AdWords focused on fast pizza delivery, (2) building an engaging Facebook page and offering exclusive coupons, and (3) developing a mobile app allowing customers to build and order custom pizzas from their phones. The goal is to defend Domino's market share against increased competition from Papa John's with a $12,000 marketing budget focused on traditional and new digital media channels. Success will be measured by engagement on social platforms and the mobile app as well as quarterly revenue numbers.
Domino's Pizza was founded in 1960 in Michigan and has grown to over 8,000 stores worldwide. Their vision is to be the best pizza delivery company in the world, and their mission is to consistently delight customers with great tasting pizza choices and friendly, prompt delivery service. Domino's has successfully positioned itself as being able to deliver fresh pizza within 30 minutes through their marketing. They target families, teenagers, and college students. While facing competition from other pizza chains, Domino's focuses on quality, service, and offering discounts to maintain their market position as a leader in the pizza delivery industry.
Customer Relationship Management (CRM) In Starbucks 1Trevor Prescod
Team X analyzed Starbucks' customer relationship management strategies. They found that Starbucks uses a rewards card program, websites like Mystarbucksidea.com, and in-store feedback, but these systems are not well integrated. Key issues include the rewards card not being free, separate customer databases, and weak in-store feedback. The team recommends improving feedback systems, empowering local store managers, better integrating customer data systems, and using Consona Enterprise CRM to consolidate systems into a single platform.
Domino's Pizza is the second largest pizza chain in the US and largest worldwide, with over 8,328 stores. Domino's first entered India in 1996 and now operates 749 stores across 152 cities. Domino's utilizes a vertical integrated supply chain model in India with 4 regional hubs (commissionaires) that supply dough, ingredients, and finished products to spoke locations (retail outlets) using refrigerated trucks. The commissionaires specialize in different products like pizza dough, tomatoes, or spices. Inventory is centrally monitored using a POS system to ensure outlets maintain 4 days of supply in mini cold storage.
- Domino's Pizza was founded in 1960 and is now the second largest pizza chain in the US with over 8,500 stores globally.
- In India, Domino's opened its first store in 1996 and now has around 274 stores across 55 cities, generating 70% of revenue from home deliveries.
- Domino's vision is to be the best pizza delivery company worldwide and it aims to introduce new products, improve delivery services, and gain customer loyalty.
Dominos Pizza is an international pizza delivery chain founded in 1960 with over 9,000 stores worldwide. They saw declining sales in 2010 but launched a social media campaign apologizing for their pizza quality which increased engagement and sales. Their YouTube video received over 10 million views and they gained over 100,000 Facebook fans, leading to a turnaround that helped Dominos become the largest pizza chain in the US.
The document discusses marketing channels and distribution at Domino's Pizza. It defines marketing channels as the network through which products flow from producers to customers. Domino's uses an intensive distribution model with most retailers stocking the brand. It vertically integrates its supply chain to deliver raw materials to over 9,700 stores across 70 countries. Domino's distributes dough balls from centralized hubs to retail outlets in refrigerated trucks, and uses a hub-and-spoke model to efficiently supply its global operations.
Coca-Cola Zero, or Coke Zero, is a no-calorie variation of Coca-Cola marketed specifically to health-conscious men. It has the same taste as regular Coke but contains no sugar. Coke Zero uses digital marketing campaigns including videos on YouTube, promotions on Facebook and Twitter, mobile apps, and "drinkable" ads that allow viewers to redeem coupons for Coke Zero through their smartphones. The document provides details on Coke Zero and examples of its digital marketing strategies like the "Drinkable Commercial" during the NCAA basketball tournament.
Roshni and jamies imc 631 powerpoint presentation (1)UrbanAsian
The document outlines Domino's goal to increase awareness and sales of its mobile ordering system. It plans to do this through a campaign using QR codes displayed on jumbotrons and aerial billboards at six major sporting events. The campaign aims to increase mobile order sales by 30% by making consumers aware of deals and information accessible through scanning the QR codes. It will target the millennial demographic and secondary markets like businesses and schools.
This Direct/Interactive Marketing Proposal was developed for IMC 616 - Direct Marketing at West Virginia University.
This proposal was designed with the objectives to increase carryout business without decreasing delivery business, and to increase the amount of orders being placed through the Domino's mobile app. The proposal focuses on the following target audiences: (1) 18-24 population (2) Households with children (3) Young Professionals and (4) Groupon members.
Local Media Advertising: a $130 billion industry in transitionNathan Schock
There are three big trends driving the transition of the local media advertising industry: media fragmentation, ad blocking and trust-based advertising. As the president of a startup in this space, I've been tracking these trends for several years. This is a white paper I developed on those trends.
This marketing campaign by Pizza Hut aims to position itself as the top choice for digital pizza orders. The target market is millennials, who are heavy social media and mobile users. The campaign will use various social media platforms like Facebook, Twitter, Snapchat, and Instagram to promote deals and discounts. Paid advertising will also be used on these channels as well as YouTube, Hulu, Pandora and Spotify. The goal is to drive more online and mobile orders to capture the two billion dollar digital ordering opportunity and reach 75% of orders online/mobile by the end of 2015.
This marketing campaign by Pizza Hut aims to position itself as the top choice for digital pizza orders. The target market is millennials, who are heavy social media and mobile users. The campaign will use various social media platforms like Facebook, Twitter, Snapchat, and Instagram to promote deals and discounts. Paid advertising will also be used on these channels as well as YouTube, Hulu, Pandora and Spotify. The goal is to drive more online and mobile orders to capture the two billion dollar digital ordering opportunity and reach 75% of orders online/mobile by the end of 2015.
Interactive Local Media: The New Wave
Peter Krasilovsky VP and Program Director, BIA/KelseyBOLO 2011
The document discusses trends in local interactive media and advertising. It notes that local/local SMB advertising makes up 38% of the $132 billion local advertising market, while national/local advertising makes up 62%. Interactive advertising currently represents a minority of local spending. The use of social media, mobile, and vertical media is growing rapidly for both consumers and local businesses. New types of local commerce like daily deal sites are also disrupting traditional models. Overall, the local advertising market is shifting online and mobile, with opportunities for more targeted, local advertising across many new platforms and devices.
Sonic Drive-In is a large chain of drive-in restaurants that is expanding into new markets in the northern United States. They aim to increase brand awareness and loyalty in these new markets through an integrated marketing campaign. The campaign will use various media channels like TV, online video, social media and out-of-home advertising. It will target men and women aged 18-34 and achieve a reach of 75-80% and frequency of 5-6 exposures over the course of a year for a total of 375-480 GRPs. The document provides an analysis of Sonic's brand, competitors, target audiences and market trends to inform the objectives and strategy of the media plan.
This document provides a marketing plan for Swivio, a mobile marketing platform. It discusses targeting the restaurant and retail industries in the Bishop Arts district of Dallas/Fort Worth as they are growing industries. It then profiles each industry and notes trends like the rise of mobile shopping apps and consumer concerns about privacy. Student and merchant impressions of Swivio's app were positive overall. The marketing strategy involves targeting millennials as they are heavy smartphone and social media users and more likely to engage with brands online and through mobile apps.
The following whitepaper from IBM which throws more light on how digital marketers are leveraging technological tools to engage better with today’s digitally empowered customers.
S&P Marketing conducted a market analysis of Domino's Pizza to determine how it can remain the top pizza chain in the US. Through research including STEEPLE and SWOT analyses, they found that while delivery is Domino's strength, increased competition from companies like Grubhub threaten this business. Recommendations include expanding the dine-in experience to foster customer bonds and revamping menus with healthier options to appeal to younger consumers' interests in wellness. Implementing these changes could help Domino's adapt to shifting consumer demands and changing market dynamics.
This document outlines a marketing proposal for Domino's Pizza with a $300,000 budget. It proposes targeting several key markets, including college-aged customers, families with children, and mobile users. For each market, it suggests testing different marketing tactics such as direct mail, social media, newspaper inserts, radio ads, and more to determine the most effective approaches. The goal is to use data-driven testing to help Domino's increase sales and market share.
In this keynote presentation, Digital Marketing Expert and Influencer, CJ Johnson focuses on how you become a successful impact storyteller in the world of Digital Marketing. From insider tips to the future of digital marketing, CJ will lay out trends, strategies, and a decisive plan of action anyone can use to find success. In this presentation, CJ will describe the following to provide these key takeaways:
• Master Mindset - The mental health obstacles and tips you can use to overcome your self-doubt and fears to help you excel.
• How You Find Success - Clear Strategies and Simple Steps to improve overall Digital Marketing execution.
• Trend Report and Market Research/What Does It Mean For You? Insider knowledge to provide an edge to overcome your competitors.
• Tools/Apps/Hacks - Everything from the recommended apps to how you can best utilize your social media to influencer marketing tips, you will be primed for success.
• Q&A - CJ will take on questions and answer to share how your audience can level up.
After this session, your audience will be armed with insider industry knowledge, powerful tips to help them be effective storytellers, and practical tips to empower themselves.
Kiel_Capstone Final Plan_Trunk Club CustomCasie Kiel
This strategic communications plan outlines goals and objectives to increase awareness of Trunk Club's custom clothing line in Washington D.C. The plan analyzes the external environment including the strong local economy, popularity of delivery services, and growth of ecommerce and personal styling industries. It provides background on Trunk Club, acquired by Nordstrom in 2014, and its target demographics of wealthy men and women in D.C. The plan establishes objectives to increase social media engagement, secure local media placements, host promotional events, and activate brand ambassadors. Tactics include social media campaigns, partnerships with influencers, and an insider loyalty program. The budget is $295,720 and evaluation will measure progress towards objectives over the 2016-2017 seasons.
1) Indian food preparation versus Western food preparation.(2).docxmonicafrancis71118
1) Indian food preparation versus Western food preparation.
(2) Values and customs that might affect opinions about microwave ovens.
(3) The effects of competition in the market.
Answer the questions and consider its affects in India’s marketing
This article was written in year 2000, when the Internet saw a massive growth from its
birth from year 1994. It is said that: International communication network (W.W.W) is the
second greatest invention of mankind, after the first one is language.
According to the articles, more and more businesses are discovering the W.W.W as a
fundamental communication tool used to conduct daily business. Larger and small companies
are embracing the web to communicate with current and prospective customers in a same cost
and ease as in their countries. The internet Era is changing the way people doing business. It
hasthe fastest growing and most innovative componentsthat make them center to the paradigm
of marketing.
In some way, digital marketing is different with the traditional networking as it shifts
from “one-way” to “two-way” information flows between companies and consumers. Digital
is excellent way to broaden your network “one- to- many” and create great opportunities to
establish relationship with customers in a mutual communication. Never before has it been so
easy to access information on a worldwide basic and never before so many people been
exposed to and used a single information sharing system. Therefore, many firms have to
rethink their strategy and place more emphasis on digital world.
Reza Kiani also pointed out the many marketing opportunities on the Web as a twoway Communication, in four logical situations: Company-to-consumer, consumer-tocompany, consumer-to-consumer, company-to-company.
(1) Company-to-consumer: According to Morgan (1996), marketers can use interactive media
to provide higher services and lower cost by delivering up-dated product and non-product
related information. Compare to traditional marketing communication channel, digital
marketing is faster, less expensive, highly immediate communication, round the clock and
global. It offers wider and deeper material and richer advertisement content.
Assignment 1 3
Many articles pointed out the 3 basic advantages to business using the Web as:
Addressability, Flexibility and accessibility. The strong “Addressability” of the web is
the primary marketing resources for many firm to define target market, with the “
Flexibility”, customer will shape the firms that serve them.
(2) Consumer-to-company: The consumer is now an active participant, and a partner in the
production. Marketing today has learned that the probability of purchase by a repeat buyer
is much greater than that by a randomly mailed house-hold who has never been a customer.
As the product or service becomes customeised, the consumer faces serious problems to
identify the product or service s/he desires. To deal with this difficulty, Blattnerd.
RpatelJstevenson_631_w7_Dominos Final CampaignUrbanAsian
This document provides an integrated marketing communication plan for Domino's Pizza to market their mobile ordering application and menu items. It includes an analysis of Domino's competitive landscape and target markets. The plan proposes strategies to increase awareness of the mobile app, create sports-related campaigns using QR codes, and boost mobile ordering. Key objectives are to increase mobile app awareness, mobile ordering, and sales. The strategies utilize multiple marketing channels to promote the app and measure the campaign's success.
The Big, Fat Lies About Advertising reveals what is really going on with media habits today and provides new context on the importance of digital marketing.
Direct marketing involves compiling customer data and sending targeted messages to promote products and services. It can include telemarketing, email marketing, and door-to-door sales. Coupon marketing is a form of direct marketing that aims to attract new customers and influence existing customers' purchasing behaviors through discounts. Digital coupons are growing in popularity, allowing customers to save coupons digitally on their devices. Mobile marketing is emerging as a new avenue for direct marketing through location-based ads and coupons received on phones.
The use of mobile devices and social media has grown exponentially. Over 200 million Americans now use smartphones, spending significant time online via their connected devices. This has resulted in a shift to digital advertising and omni-channel retail, where consumers research and shop across multiple online and in-store touchpoints. Digital ad revenues in the US have hit a record high of $32.7 billion in the first half of 2016, with most spent on social media and mobile platforms. While this phenomenon has benefited online retailers like Amazon, transitioning to omni-channel has been challenging for many traditional retailers.
Customers are at the core of everything we do. We are driven to make advertising programs easier and more successful for customers. We focus on exceptional customer service and meeting customer expectations. We embrace change and innovation to create new opportunities in digital media, social media, and business practices. We are Outfront Media, always innovating and connecting customers to audiences.
A general report that looks at the communication and marketing trends happening in the market. Report covers both technology factors and consumer trends, and how these two areas are converging like never before.
Similar to Direct Marketing Campaign for Domino's Pizza (20)
Thomas J. Armitage is a digital marketing professional currently serving as Senior Digital Marketing Team Lead at Site-Seeker Inc. He has over 10 years of experience in marketing, public relations, and communications. Armitage holds a Master's degree in Integrated Marketing Communication from West Virginia University and a Bachelor's degree in Public Relations from Utica College. He currently teaches courses in market research, digital analytics, and social media marketing at Utica College.
HubSpot's Inbound 2015 - Summary and HighlightsThomas Armitage
- INBOUND 2015 had over 14,000 participants from 90 countries and focused on influencer marketing. Speakers emphasized focusing on customers, taking risks, learning from failures, and building long-term relationships. Social data can be used to identify influencers and understand audiences. Content and consistent communication are important for building brands and educating customers throughout the buying process. Partnerships, hiring selectively, and continual product improvements can help companies grow.
Job Searching with Social Media (UC Spring 2015)Thomas Armitage
This document provides tips and strategies for using social media to search for jobs more effectively. It notes that while social media has made applying for jobs easier, it has also made it harder to stand out from other applicants. The document then lists 20 tips for an effective social media job search, including developing an online professional brand, creating and sharing content regularly, attending online events and conferences, conducting informational interviews, customizing an LinkedIn profile, and broadly connecting with others in your industry on social media. It concludes by recommending continuing to study and set up a LinkedIn profile to connect with the author.
The document discusses key elements of an effective social media plan including goals, objectives, strategies, tactics, and metrics. It emphasizes that social media efforts should be strategically planned to accomplish business goals. Objectives should be specific and measurable benchmarks to help achieve the overall goal. Strategies outline the approach and platforms used for each objective. Tactics are creative ideas and content used on each platform. Metrics involve tracking key metrics like website traffic and engagement to analyze effectiveness. Developing a plan with all these elements can help optimize social media marketing.
Sharp Electronics aims to increase sales and market share through a social media marketing campaign. The campaign will focus on increasing Sharp's online presence and engagement through social networks, blogs, and forums. The target audience is 45-55 year old males who are interested in electronics and influential in online discussions. Research shows the audience prefers to consume rather than create content. The campaign will focus on platforms where the target spends time to better educate them on Sharp's products and drive sales.
Case study on the cause marketing effort of "Hanes for Good" from HanesBrand Inc. West Virginia University's Integrated Marketing Communication master's program. Spring 2014.
Thomas J. Armitage is a digital marketing and content specialist based in New York. He has over 10 years of experience in public relations, marketing, and social media. Currently, he works as an adjunct instructor teaching social media and inbound marketing. He also leads a team developing digital marketing strategies for clients as a content specialist. Armitage has a Master's degree in Integrated Marketing Communication and secures media coverage for brands in publications like Forbes and USA Today.
Taco Bell is a challenger brand in the highly competitive quick service restaurant industry, holding only 4.7% market share compared to market leader McDonald's with 22.8% share. As the number one Mexican-style QSR, Taco Bell focuses on positioning itself against larger chains like McDonald's and Subway by targeting millennials with an edgy, youthful brand personality. While competitors emphasize health, consistency, or value, Taco Bell's unique offerings of tacos, burritos, and proprietary items appeal to a demographic seeking inexpensive, late-night meals. To strengthen its brand and grow market share, Taco Bell analyzes points of parity and difference compared to leaders, and seeks opportunities through strategic partnerships
Integrated Marketing Communication Plan for WVU IMC ProgramThomas Armitage
Integrated marketing communication campaign for St. Jude Children's Research Hospital to reach the teenage target audience. Final capstone project for West Virginia University's Integrated Marketing Communication master's program. Spring 2014.
This document provides 20 tips for using social media to help with job searching. It recommends researching target companies and customizing profiles, platforms, and messages. Regular posting of quality content and networking by commenting on blogs and interacting with others is emphasized to raise visibility and make connections. Tracking applications, following hashtags for certain fields, and gaining skills through conferences and articles can aid the search process lasting an average of 18 weeks. Proper preparation for interviews and following up is also covered.
Customer Service and Reviews with Social MediaThomas Armitage
The document discusses the importance of customer service on social media. It provides tips for businesses to effectively manage customer service through social platforms, including responding quickly, having dedicated accounts, and aiming for single-contact resolution. Data shows that most customers expect responses within an hour from brands on social media. The document also discusses the importance of online reviews in influencing purchasing decisions and provides ways for businesses to encourage customers to leave reviews.
1) The document discusses various topics related to social media and mobile marketing. It provides statistics on the most popular mobile activities such as games, weather and maps/search. It also lists the top mobile apps and platforms used. 2) Location-based services are highlighted as an important part of mobile marketing. Examples of location-based tactics include location-enabled mobile ads and local search features. 3) The document provides recommendations for effective mobile marketing, such as optimizing campaigns for local audiences and experimenting with different strategies.
This document summarizes a class about social media marketing. It discusses different social media platforms for advertising like Facebook, LinkedIn, Twitter, YouTube and Google AdWords. It provides information on setting goals and budgets for social media campaigns. Example budgets and targets are given for a hypothetical Twitter campaign. Emerging trends in social media advertising like content overload and new platforms are also mentioned. Recommended reading and upcoming guest speakers on related topics are listed at the end.
This document outlines topics from a social media class including crisis communication and reputation management on social media. It discusses what constitutes a crisis, how to prevent and monitor for issues, responding to negative feedback, and developing a social media crisis plan. It provides examples of brands handling situations poorly and well. Students are given scenarios to practice responding to crises involving complaints about a brand online. Reading materials are also listed on crisis communication best practices using social media.
This document discusses running social media contests to grow a following on social media platforms. It provides tips for planning a successful contest, including defining goals, choosing a platform, setting rules and timelines, and selecting prizes. Various types of contests are outlined, such as photo contests, trivia, and user-generated content. Metrics for measuring a contest's results and ways to incentivize participation, like sharing on social media, are also covered. The document provides references to additional resources on social media contests best practices.
This document summarizes the topics covered in a social media class at Utica College on February 5, 2014. The instructor discussed the Super Bowl, sharing ads on social media, pitching journalists, and how brands used social media during the game. Other sections defined public relations, marketing, and outlined tips for using various social media platforms effectively. The document provided reading materials and assignments for students, including choosing a social media platform to present on and interacting with brands online.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
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Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Google Ads Vs Social Media Ads-A comparative analysis
Direct Marketing Campaign for Domino's Pizza
1. - 1 -
IMC 616
Direct Marketing
Prof. Marold
12/21/13
Assignment: Week #9 (Final Paper)
Domino’s Pizza Case Study
2. - 2 -
Introduction
Falling in the highly competitive and highly lucrative quick service restaurant (QSR) industry,
pizza places are able to tap a wide range of audiences as more than 95% of the United States’
population claim to eat this popular meal (Sauber, Marold, Anderson, 2011). Domino’s Pizza has
worked hard in recent years to steal market share away from its competitors while also
strengthening its position and raising awareness of new recipes and offerings to its target
audience. With solid footing on the delivery business, it has much room for growth on the
carryout side. With a $150,000 budget, a number of tests will be put into place to determine
the best direct/interactive tactics to be used to grow its business and boost carryout sales.
Overview
Domino’s Pizza is the third largest pizza chain the U.S. Trailing behind Pizza Hut and ahead of
Papa John’s and Little Caesars, the pizza industry is quite segmented. If fact, small independent
retailers make up more than half of total market share, meaning the “Big 4” are all fighting for
less than 50%. But at $33.5 billion, even small increases in market share translate to large
profits (Sauber, Marold, Anderson, 2011).
Domino’s was founded in 1960 by two brothers in Ypsilanti, Michigan who borrowed money to
open their first location. Tom Monaghan eventually came to manage the business and focused
on a small menu with an emphasis on delivery. The company grew and expanded over the next
50 years, opening up corporate owned locations as well as locations through franchisees
3. - 3 -
(Sauber, Marold, Anderson, 2011). Today, there are more than 9,000 stores around the world,
with more than 4,000 of them located abroad (Campos, 2013, pg. 1).
One of the most significant criticisms of Domino’s over the years from consumers was the poor
quality in taste of its pizza. Instead of trying to avoid the issue, Domino’s attacked it head on. In
2010, Domino’s underwent a transformation with a campaign dubbed Pizza Turnaround. In a
very public way, it researched, taste-tested and strategically crafted a better and fresher pizza.
(Fera, 2013). The new pizza was also accompanied by a re-branding, one focused on quality
food, a better menu and more transparency, evident in their ultra-active social channels.
According to Adrian Campos of Motley Fool, the result of the campaign was significant.
Domino’s posted a 14.5% increase in revenue in 2010 alone and stock rose 400% in the three
years following the campaign. Between 2000 and 2013, the customer satisfaction index score
increased from 69% to 81% (Campos, 2013).
Domino’s is a leader in delivery orders but sees room to expand with its takeout business. With
an expansive menu, it has displayed mobile and Internet innovation. Based on these perks,
Domino’s Pizza believes it is well-equipped to grow the carryout side of its business. With
$150,000, a number of direct/interactive marketing tactics will be tested over the course of
three months in the Columbus, Ohio area to try and reach two district audiences and raise
levels of carryout sales among these groups. If the test is successful, these initiatives will be
carried out nationwide.
4. - 4 -
Direct/Interactive Tests for 18-24 Year Olds
The 18-24 year old audience is highly coveted among many brands. This is the group that is
fresh out of high school, either attending college or working their first full time jobs. Most are
unmarried and are getting settled into their first apartments, dorm rooms, or are still living with
mom and dad while they job search. They do not have much money but tend to be less likely to
save than other demographics (The Social Dynamics, 2009). They have a tendency to be early
adopters and opinion leaders, curating the new trends of today, especially as it relates to
technology, fashion and entertainment. They are generally hard to reach because of their
skepticism against traditional advertising (The Social Dynamics, 2009).
Pizza is a favorite meal of Americans and is eaten by 95% of the population. More importantly,
21% of people ages 18-24 purchase pizza more than three times a month, compared to only 7%
of those over age 65 (Sauber, Marold, Anderson, 2011). This makes for a potentially lucrative
market for Domino’s Pizza. Based on the fact that this group enjoys late night food and are not
always worried about healthy eating choices, this could be a profitable area for Domino’s to
focus. Three tests will be developed to reach this audience including postal inserts, mobile
marketing and in-stream audio ads.
Postal Inserts
According to the U.S. Census Bureau, there are 19.9 million college students in America, making
up nearly 7% of the population aged 3-years-old and up (US College Student Demographics in
2012, 2013). Since many of the 18-24 year-old audience is enrolled in college, it would be
5. - 5 -
worthwhile to do a direct mail test specific to this audience. College students, especially those
living on-campus, enjoy late night orders when studying or partying. To try and encourage take-
out orders from this population, postal inserts will be sent to college dorm mailboxes in the
Columbus, Ohio region. Students at Ohio State University, Columbus State Community College,
Fortis College, DeVry University, Ohio Business College, and Bexley’s Capital University (selected
at random) will be targeted. Postal inserts will be sent to all student mailboxes that live in dorm
rooms. The inserts will boast the menu items that Domino’s has to offer as well as include a
coupon for a free 2-liter soft drink with any carryout order. The number of coupon scans will be
recorded to determine the number of students who took advantage of the offer and measure
the overall test. The total cost would be $30,000, not including the product giveaway.
Mobile Coupons
According to Nielsen, the 18-24 year old audience is the most active when it comes to using
smart phones (Does college play a role in media consumption, 2012). Mobile marketing,
therefore, is a great channel for Domino’s to present offers to this audience. Domino’s already
has been placing heavy emphasis on mobile. “With 35 percent of its $2 billion in global digital
sales coming from mobile and more than 6 million downloads of its mobile application,
Domino’s offers convenient ways for consumers to order via mobile” (Borison, 2013). So it’s
fitting to try and tap the active 18-24 year-old audience through these means. Domino’s will
develop a promotional code that can be entered when a mobile user places a carryout order
from the Domino’s app or mobile site. The #CarryoutColumbus code will offer a free order of
breadstick to anyone using the code for a carryout order. “Keeping information in, and
6. - 6 -
executing mobile couponing communications from ‘the cloud’ can help break through these
limitations and broaden interaction options through multiple channels” (Chavie, 2011, pg. 1).
The users will obtain the code from mobile ads that will appear on popular gaming apps like
Subway Surfer, Angry Birds, Fruit Ninja, Yahtzee Addict and Spider Solitaire. 18-24-year-olds will
be targeted through filters within the advertising models of the gaming platforms. This test will
cost $20,000 of the total budget.
In-Stream Audio Ads
Music streaming is widely popular among the younger demographic. Sites like Pandora, Spotify,
TuneIn and Songza boast streaming from both desktop and mobile apps for unlimited hours.
Paid versions are ad free but free versions allow advertisers to place short ads (15-30 seconds)
in between every five songs or so. According to eMarketer, age groups 16-20 and 21-24 are the
heaviest users when it comes to music streaming (With streaming and sharing, 2012). Domino’s
can take advantage with short direct marketing ads during song breaks on these streaming
sites. By creating a unique, easily remembered domain name like carryoutcolumbus.com,
Domino’s can direct users to a mini-site which talks more about its new pizza recipe, its wide
offering, and the ability to get a free 2-liter drink with carryout orders placed through the site.
The mini-site is needed since in-app audio ads are very short and many users are listening while
participating in other activities and cannot always act immediately with a click. The unique and
memorable domain name is a call to action that can provide more info at a later time and can
easily be measured through Google analytics. Both visits and e-commerce transactions from the
7. - 7 -
mini-site will be measured. The test will be aimed at users who are 18-24 and live in the
Columbus, Ohio area, reached through users’ profile information. This is a great avenue for
Domino’s to tap the young audience members. “You have a prospect’s complete attention for
15 or 30 seconds – clutter free! Combined with great targeting abilities, in-stream audio
advertising not only offers clutter-free ad space, but you can also ensure that you are reaching
your exact audience and won’t have wasted impressions” (Lechtenberg, 2013, pg. 1). The
budget for this test, including the ads and the development of the mini-site, is $25,000.
Direct/Interactive Tests for Households with Children
Besides those in their late teens and early 20s, another critically important audience for
Domino’s Pizza is households with children. According to Sauber, Marold and Anderson, 20% of
this audience purchases pizza more than three times per month (2011). Domino’s Pizza has
plenty of offerings for an entire family. Buyers can easily purchase pizza, breadsticks, pasta and
a drink to feed a family of four at an affordable cost. According to Nielsen Claritas, households
made up of families make up about 35% of the total U.S. population. This is primarily made up
of the “Winner’s Circle” segment. Nielsen describes these folks as 35- to 54-year-old wealthy
middle aged adults with kids. They shop at Ann Taylor, visit theme parks and watch American
Idol. They are mostly white and live in the suburbs (2013 PRIZM Segmentation System, 2013).
This is a lucrative audience for Domino’s Pizza to tap and grow its takeout business. Three tests
will be created to improve penetration among this group including direct mail, email marketing
and paid search.
8. - 8 -
Direct Mail
Although the most costly of all the efforts, direct mail can be a tremendous opportunity for
Domino’s Pizza to capture the attention of the target audience. By sending mailers with
coupons to households with children, parents can take advance of the deals and purchase
Domino’s Pizza on a more regular basis. “The Direct Marketing Association (DMA) has found
that direct mail boasts a 4.4% [open] rate, compared to email's average response rate of
0.12%...Depending on how one crunches the numbers, direct mail has a response rate of up to
10 to 30 times that of email — and even higher when compared to online display” (Schiff, 2012,
pg. 1). The creative will focus on a family dinner and feature specials, like a large pizza and 20
wings for $14.99, for those who redeem the coupon during their carryout order. The coupons
will be scanned at the register to help measure the success of the campaign and identify the
amount of conversions from the test. “While the USPS has financial struggles, its service
remains popular and cost-effective. We’re seeing an inverse law of marketing physics – as our
email inboxes fill up, our regular mailboxes are becoming less crowded” (Boyarsky, 2012, pg. 1).
Only households in the greater Columbus, Ohio region will be targeted. Between the creative,
printing and distribution costs, the total spend for this test would be $40,000.
Email Marketing
Email is the next effort that will be tested. It’s less intrusive than direct mail and telemarketing
and also much less expensive. In fact, from a return on investment (ROI) standpoint, it’s the
most rewarding direct marketing tactic at $28.50, compared to $7 for direct mail (Schiff, 2012).
It’s also one of the most prolific forms of communication today. Domino’s Pizza can create a
9. - 9 -
custom HTML designed email with appetizing creative and a simple message that encourages
families to purchase foods offered at the pizza chain. It will also feature a printable coupon
(housed on the mini-site domain) for users to download and redeem in store when they
carryout. Metrics in the email software’s backend will help to understand the success of the
campaign. Opens, clicks, spam reports, forwards, and coupon downloads will all be measured.
“Specifically, for the adult with children audience, email is a great medium for communication.
77% of consumers stated that email was their preferred way to receive promotional messages.
For adults over the age of 35, email was preferred by roughly 80% over direct mail, text
messages, Facebook, Twitter, mobile apps, LinkedIn or telephone solicitations” (Pluth, 2012, pg.
1). This translates to an ideal platform to reach the parent audience. Three emails over the
three month period will be distributed to head of household members in the Columbus, Ohio
region. The total budget for this effort would be $10,000.
Pay Per Click
Pay-per-click advertising through Google Adwords is a great opportunity to tap audience
members using popular, relevant search terms that are used when exploring on the web. Direct
marketing efforts through paid search will be able to intercept those looking for a pizza place
online in the Columbus, Ohio region. Search terms like “pizza places,” “pizza near me,” “pizza
shops,” or “best pizza around” will only be a few of the keywords being bid upon. According to
a report from DM News: “56% of search engine traffic revenue can be attributed to clicks on
organic links, compared to 44% that can be attributed to clicks on paid search links. However,
paid search did pull ahead in terms of conversion rate and order size. The report cites that paid
10. - 10 -
search generated a 35% higher average conversion rate than that of organic search” (Jarnot,
2013, pg. 1). There will be a combination of both search and display advertising. The former are
text based ads that appear on search engine results pages. Ads like “Order Pizza Now” would
direct users to the mini-site where consumers can learn more about the special deals that
Domino’s Pizza has to offer. Similarly, display ads are image based ads found on relevant
websites in the Google Display Network. Display ads typically have lower conversion rates but
are cheaper, which translate to more clicks and impressions. The display image ads would boast
creative around a family meal and again link to the Domino’s Pizza mini-site where visitors
would see special offerings. The mini-site would be mobile optimized since many visitors
coming from paid search ads are using mobile devices. Only users within the Columbus, Ohio
area would be targeted. One of the key advantages of AdWords is the ability to track.
Impressions, clicks, bid levels, costs, and conversions can all be measured to determine the ROI
and value of the campaign. The total cost attributed to the pay-per-click campaign test through
AdWords over the three month period would be $25,000. This brings the total amount for all
tests to a budget of $150,000.
Type of Data Collected from Online Customers
Tailoring targeted messages to customers and prospects is a tremendously effective approach
to marketing. Armed with rich customer data, businesses can speak directly to each customer
rather than mass audiences with generic messages. For Domino’s Pizza, this means developing
specific messages for each of its target audiences including 18-24-year olds and families. This
data includes both contact information for actual communication execution as well as
11. - 11 -
geographical and psychographic information to craft the message and design the creative. Data
can include: name, address, phone number, city, state, zipcode, household size, household
income, ethnicity, frequency of pizza purchases and favorite pizza topping. “Never
underestimate the power of your business's database or customer relationship management
(CRM) system. These tools hold valuable information that will help you understand your
customers, better meet their needs, improve your service performance, and expand to other,
underserved customer segments” (Stark, Stewart, 2013, pg. 1). By collecting, categorizing and
interpreting this customer data, Domino’s Pizza can capitalize in a number of ways to develop
better products and execute more strategic marketing efforts to eventually grow sales.
Obtaining Product-Related Feedback
Like any B2C company, Domino’s Pizza is constantly exploring ideas as it relates to product
development. For example, this past week, Domino’s offered its first-ever vegan pizza in its
Israeli market (Chasmar, 2013, pg. 1). By utilizing customer data, Domino’s Pizza can make more
sound decisions regarding potential new products. “Once you know which products are the
most popular, you can promote them more to increase sales. You can place those products on
your shop’s homepage and also feature their image on advertisements…Removing unpopular
products allows you to focus your time and money on products that will get you a better ROI
and increase sales” (Carillo, 2013, pg. 1). Should Domino’s offer breakfast items? Are more
topping choices needed? Should there be healthier options? These are the type of questions
that customer data could assist in answering to ensure higher likelihood of success if/when
added to the menu.
12. - 12 -
Identifying Most Popular Time/Day for Purchases
Every quick service restaurant has its peak hours. Dunkin Donuts thrives in the morning, for
example, while Taco Ball leaves its locations open late at night to cater to its “fourthmeal”
audience. It’s important for Domino’s Pizza to collect customer data to better understand when
it’s most popular days and times are for purchases. If Saturday nights are the successful among
18-24 year-olds, then Domino’s will want to send out its postal inserts on Friday to arrive mid-
day on Saturday to wet the college students’ appetites. If 6 p.m. on Friday nights is the biggest
hit among families, perhaps sending the e-newsletter to parents on Thursday afternoons could
draw the most successful open rates and conversions. Testing should be done in all
circumstances, but the customer data could provide direction for developing messaging and
determining when to execute marketing efforts.
Understanding Top Traffic Sources
Google Analytics is a great resource for collecting behavior on websites. With the software,
Domino’s Pizza can track number of visits, time on site, which product pages receive the most
attention, the number of coupon downloads, number of online sales, and more. One of the
most powerful features in Google Analytics is the ability to view traffic sources. “Traffic
sources…reveal great sites to implement or boost advertising. This can also lead you to sites
where your online shop or products have been mentioned or even reviewed. One final
advantage of analyzing traffic sources is that it can also tell you if any marketing campaigns
already in place are effective” (Carrillo, 2013, pg. 1). This customer data would help Domino’s
13. - 13 -
Pizza understand what marketing channels led to the most web visits. How are traffic numbers
as it relates to the e-newsletter? How many visitors came from in-stream audio ads? Did PPC
ads draw in a lot of potential customers? Traffic source data from Google Analytics helps to
measure the success of other online and offline campaigns and help dictate where future
efforts should be placed.
Obtaining Emails and Addresses for Direct Marketing Efforts
Much of the marketing tests incorporated within rely heavily on accurate contact information
of current and potential customers. Having up-to-date email and home/college addresses is
critical to ensuring that email and direct mail are delivered successfully to audience members.
This type of customer data is vital to marketing success. Furthermore, individuals should be
segmented based on demographics, geographical and psychographic information. By doing so,
tailored messages can be used in direct and email marketing. “Put simply, list segmentation
targets your communications and increases the relevancy of your messages—resulting in higher
open and click-through rates, enhanced customer loyalty, and increased sales. In email
marketing, the more relevant your campaign is, the better the response and the greater the
conversions” (Christian, 2011, pg. 1).
Recommendations System
One of Amazon’s most powerful features is its recommendations system. Common across the
web today, recommendations systems help offer users additional products that they might not
know the company offers, or might not realize they want (yet). It’s a great way for brands to
14. - 14 -
cross sell. By using customer data, Domino’s Pizza could offer additional products along with
purchases. You’ve placed a large pizza and wings in your shopping cart? Perhaps you might like
a pasta meal or an antipasto to go with it? Understanding customer buying trends and what
products best pair with other products can help Domino’s Pizza cater to its customers and
maximize sales. It’s a better shopping experience for the customer at the same time.
Obtaining Rich Customer Data from Carryout Buyers
Customer data can serve a variety of needs for Domino’s Pizza, from product development to
more targeted contact info for direct marketing efforts. Obtaining this information can be a
challenge and should be considered on a number of fronts so as to maximize efforts and
generate more thorough data from customers in-store, online, and on social media platforms.
“Figure out what data you already have and what you’d like to have. That covers all of your
software-as-a-service applications (including CRM programs such as Salesforce.com), Excel
spreadsheets, partner information, sales receipts, and any other devices that collect
information” (Belicove, 2013). Three specific ways that Domino’s Pizza can obtain customer
data from carryout buyers include phone, website and through mobile orders.
Phone
A large portion of carryout buyers order pizza and meals by phone. A system should be put in
place (tie phone to CRM software on computer) where phone numbers are recorded along with
the specific order placed. The data can then be stored for future communication. For example,
the system can be integrated with the web. If a past customer enters his/her phone number,
15. - 15 -
special products can be pitched based on past purchases. Perhaps the customer prefers
breadsticks or a 2-liter Coke with every order. Domino’s website can offer recommended items
based on this buying history. All phone numbers should be recorded and put to use in
outbound marketing efforts. It’s an effort that is non-intrusive too, since customers call the
location to place orders, essentially handing over their data at will.
Internet
According to Stephanie Miller of ClickZ: “Any action taken should be captured if it's possible to
capture. This includes data from kiosks, call centers, and mobile apps, as well as web data.
Consider: purchases, product views, shopping basket additions, video views, downloads, help
requests, registrations, comments, forwarding a link, reading/writing a review, searching, and
more” (2013, pg. 1). Online surveys and social media feedback are two great ways to collect
customer data online. Although time consuming from a number crunching perspective, these
real-time, real-life answers are provided at little to no cost and feature authentic responses
from engaged customers. Responses online through these channels can help Domino’s Pizza
better understand the major wins and pitfalls of its products and service. As it relates
specifically to carryout, Domino’s Pizza can propose questions on its social platforms and await
the reactions from fans who are providing free market research. Additionally, other types of
data should also be tracked and captured. This includes data from: online purchases, contact us
forms, and Google Analytics including contact information, feedback, searched keyword or
traffic sources, and more.
16. - 16 -
Mobile
Finally, mobile data through Domino’s Pizza’s mobile application can be used to capture
comprehensive data. Right now, as a user proceeds to complete a transaction via Domino’s
app, he/she must enable location and complete account information to place an order. This
information can be logged to track geographic data, contact information and preferences, as it
relates to Domino’s offering. By joining this data with information from phone and web,
Domino’s Pizza can piece together a thorough data set to assist with efforts. Knowing what
products customers prefer, which customers are loyal and repeat buyers, which geographic
areas tend to eat the most food from Domino’s Pizza, and what times of day are most popular
for carryout orders are only a few predictive conclusions that can be drawn from the results.
Mobile is a growing trend and it is promising that more orders will continue to be placed via
mobile website and mobile app. By capturing this data, Domino’s can encourage large purchase
packages and curate better mobile marketing efforts to past customers.
Groupon Test
Groupon is a collective buying site that allows businesses to give away great discounts or deals
once a minimum ceiling of participants is reached. It’s a locally-focused tactic. Many small
businesses have seen successes as a means to get new prospects in the door with the
opportunity to sell them additional goods. For instance, if Joe’s ‘Cup of Joe’ Coffee Shop offered
a $0.25 cup of coffee to the first 100 people who purchase the deal, the hope would be that
those people who come in and buy a donut or muffin to go with the it. “By offering incredible
17. - 17 -
discounts that are greater than half-off the original price, these sites offer the potential to
generate hundreds to tens of thousands of sales from new customers within a single day”
(Hunt, 2011, pg. 1). Businesses do not make money from the deal itself (since they are very
steep discounts) but rather from the additional purchases on-site.
Groupon’s group buying model is a risky business. Many experts believe you only attract
“bargain shoppers” and “coupon junkies” rather than building long-lasting loyal customers.
“With Groupon taking a 50% cut of each voucher…the total expense of attaining those sales
from a merchant’s standpoint can be very overwhelming. Depending on the cost of the
voucher, it may not be a cost effective to use group buying sites like Groupon to generate sales”
(Hunt, 2011, pg. 1). Thus, it might be more effective to utilize one of Groupon’s new features –
a digital coupon offering. Although the deals are generally less attractive than the group buying
to consumers, it’s more beneficial to the seller. There’s no minimum ceiling. And there are
higher profit margins. “The online coupon market is worth about $4 billion a year and when in-
store coupons are included, the total addressable market increases to $28 billion…Groupon's
Freebies business lists digital coupons that can be claimed for free. After clicking on the
coupons, shoppers are directed to the website of the brand or retailer and the discount is
automatically applied when they complete the purchase” (Barr, 2013, pg. 1).
Domino’s Pizza should utilize these new digital coupons for testing in the Columbus, Ohio area.
There should be coupons that are offered for free breadsticks to those in the Columbus, Ohio
area. The offering wouldn’t be a dramatic hit for the company since breadsticks are one of its
18. - 18 -
most inexpensive items. The advantage is two-fold. The first, the user is directed from Groupon
to Domino’s Pizza’s website where they will download the coupon. Here, Domino’s can raise
awareness of its other offerings. Secondly, it’s rare that someone would purchase just
breadsticks. It’s usually a side dish for a full meal. Thus, the hope would be that the coupon gets
users in the door for carryout purchases of additional products – a large pizza, wings, a drink,
dessert, etc. It could potentially be an effective move that allows Domino’s to grow its carryout
sales. The tactic could be measured by both coupon redemption as well as traffic sources in
Google Analytics from those arriving at the website from Groupon. Sales in the Columbus, Ohio
region should also be tracked during the length of the campaign.
Conclusions
Domino’s Pizza is one of the top pizza retailers in both domestic and international markets.
With an updated, tasty new pizza recipe, a quick and efficient delivery model, and a proactive
business strategy focused on innovative technology, the Michigan-based company has
developed a strong positioning since its inception in 1960. There is still room for growth,
however. By testing a number of direct marketing campaigns and online tactics, Domino’s Pizza
can have a better handle on its 18-24 year old customers as well as its audience of households
with families. By reaching these markets through direct marketing, it can promote its various
menu items and boost takeout sales, potentially stealing market share away from leader Pizza
Hut and independent retailers.
19. - 19 -
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