Dominos final report

Domino’s
Pizza IMC
Campaign
Submitted by:
Niti, Karan, Reetika, Bhavna,
Nikhil, Raunak, Triparna
GBMP 520 02

Table of Content
Table of Contents
Executive Summary………………………………………………………………………………2
Introduction………………………………………………………………………………………3
Target Market …………………………………………………………………………………... 4
Competitive Analysis …………………………………………………………………………... 5
Opportunity Analysis……………………………………………………………………………..6
Corporate Strategy………………………………………………………………………………. 7
Corporate Image…………………………………………………………………………………. 7
Brand Positioning…………………………………………………………………………………8
B2B Services……………………………………………………………………………………...9
PR Strategies……………………………………………………………………………………...9
IMC Objectives…………………………………………………………………………………...9
Media Objectives…………………………………………………………………………….......10
Target Audience…………………………………………………………………………………10
Media Recommendation…………………………………………………………………………11
Advertising Objectives…………………………………………………………………………..12.
Communication Objectives………………………………………………………………………13
Key Benefits and Features……………………………………………………………………….13
Product Positioning………………………………………………………………………………14
USP………………………………………………………………………………………………15
Creative Strategy…………………………………………………………………………………15
Personal Selling………………………………………………………………………………….17
Database Program………………………………………………………………………………..17
AD Storyboard…………………………………………………………………………………...18
Program for Loyal Customers……………………………………………………………………19
Communicative Media…………………………………………………………………………...19
Budget Allocation………………………………………………………………………………..21
Different Stages of Advertisements……………………………………………………………...23
Works Cited……………………………………………………………………………………..24
Exhibit……………………………………………………………………………………………25
2

Executive Summary
Domino’s Pizza is one of the leading pizza brands in Canada. The primary goal of this project is
to devise a successful integrated marketing communications plan which will help Domino’s
increase their market share in Ontario. The major objective is to successfully introduce new
modifications into the existing product line which Dominos offers by introducing a wide variety
of healthier options. The plan is to capture a greater percentage of the market share by
increasing the net sales.
The target audience has been primarily segmented into 2 categories: low income young adults
in the age group of 18-29 and moderate-high income adults in the age group of 30-55 years. We
also plan on focusing on families by creating special “meal deals”. We plan to enhance
Domino’s corporate image by offering exceptional quality and service to suit our consumer’s
needs. In order to achieve this goal, we plan on:
• Introducing new menu options to suit the health-conscious customers i.e. Avocado
Salad & Zucchini Pasta.
• Encouraging first-time consumers to try our products.
• Increasing our overall market share by 5%
These objectives will be met by utilizing a variety of media channels like digital, print, social
media and advertisements to engage our current and future customers. The total budget
allocated i.e. $5 million will be appropriately distributed over a 6 month period in order to
achieve our objectives.
3

Introduction: Domino’s Pizza
Domino’s pizza is the largest franchised pizza chain in the world.
Established in 1960 in Michigan as a single pizza restaurant by
brothers Tom and James Monaghan, Domino’s has become one of
the favorite pizza joints worldwide. The success of Dominos in the
US market coupled with its rapid expansion paved way for Domino’s to expand globally. As of
2013, Domino’s operates over 10,566 stores in 70 countries worldwide.1
Domino’s single-
handedly delivers over 1 million pizzas in a single day all over the world. The global retail sales
for the financial year 2012 were over $7.4 billion. Even though the United States is the largest
market for Domino’s, more than half of its sales come from the international market.
Domino’s pizza established its first international outlet in Winnipeg, Canada on May 12th,
1983.2
Canada, like the United States is a huge market for pizza accounting for billions of dollars
in pizza sales annually. Domino’s quality, service and a wide variety of menu options has made
it one of the leading pizza chains in Canada. In Ontario alone, Domino’s has over 87 locations
which offer a wide range of options from sit-down dining to home delivery. In recent years,
despite of the growing competition from the Ontario market, Domino’s pizza is still popular
among the locals.
Domino’s mission statement is “Exceptional people, all with a shared goal to be the best pizza
delivery company in the world.” Domino’s creates a positive image by bringing fun,
1
Pizza. (n.d.). by Domino's. Retrieved April 7, 2014, from http://www.dominos.com/about-pizza/
2
About Domino's Pizza. (n.d.). dominosbiz.com. Retrieved April 7, 2014, from http://dominosbiz.com/Biz-Public-
EN/Site+Content/Secondary/About+Dominos/Fun+Facts/
4

convenience and happiness to people’s lives. It’s no wonder that Domino’s has achieved the
status of being the #1 pizza delivery chain in the world.
Target Market Analysis
The potential target market for Domino’s is mainly concentrated only in province of Ontario.
Almost everyone loves pizza no matter what their age group is. Mintel Research studies showed
that over 76% of the population in the age group of 18-55 years has eaten healthy food in
restaurants during the month of November in 2013. There was a slight decrease in the
percentage of healthy food eaters in the 18 and below age group which consisted of 68% of the
population. In most cases, young adults in the age group of 18-24 are more value conscious
whereas those in the age group of 25-34 are more lenient at spending on different types of
healthy food in restaurants. However, when it comes to health, the adults in the age group of
18-55 are quite diet-conscious and do not mind spending a bit more on healthier alternatives.
Therefore we have divided our target market into two categories i.e. young adults in the age
group of 18- 29 and adults in the age group of 30- 55.
In recent years, healthier foods are becoming more important in the mindset of the
consumers. Dominos can effectively target this market by introducing a significant change in
their menu options. The introduction of healthier cheese, low fat, whole wheat and gluten free
crust are some of the measures which can be employed along with the two new products i.e.
Avocado Salad and Zucchini Pasta.
In addition to the above mentioned target groups, we would also be focusing on households
with children. The pizza market for family generates a substantial amount of business for the
pizza companies. The households with one or two children are more likely to order pizza on a
5

regular basis. This group focuses more on the “family meal deals” which are a value priced
option. We can target this group by introducing special meal plans on the weekends and having
kid’s menu options.
Competitive Analysis
Domino’s pizza has many competitors in the Ontario market. The most prominent among them
is Pizza Pizza which prides itself as being #1 in Ontario and occupies over 50% of the total
market share. Pizza Pizza’s success has largely been attributed to a wide appreciation from the
Canadian audience for introducing a wide variety of pizza options and Canadian favorites like
poutine in their menus. They have designed very successful marketing campaigns and focused
their strategies to enhance their customer’s experience.3
Currently Pizza Pizza has over 600
stores in Ontario and has achieved a promising same store sales increase of 2.7% for the
financial year of 2012.4
Along with Pizza Pizza, there are also other pizza chains like Boston Pizza, Pizzaville, Pizza Depot,
Pizza Nova etc. which have a strong presence in Ontario. These pizza chains offer a wide menu
and several features. Boston Pizza for example provides a unique concept of a casual dining
restaurant with a sports bar. This concept has worked since the company’s inception has
helped Boston pizza establish over 300 stores across Canada.5
In Ontario alone, Boston Pizza
has over 82 stores. Pizza Depot which is also well established has over 24 stores in Ontario.6
Another hot favorite among the people is Pizza Nova which has over 125 stores located around
Ontario. They offer a wide range of menu items including salads, lasagna, panzerotti and BBQ
back ribs.7
3
Pizza Pizza. (n.d.). Pizza Pizza. Retrieved April 7, 2014, from http://www.pizzapizza.ca/2008/12/11/pizza-pizza-
announces-market-share-growth-reaches-new-heights-in-ontario-with-market-share-topping-50/
4
reports-growth-in-fourth-quarter-and-full-year-2012/
5
Canadian Franchise Directory : Boston Pizza Profile. (n.d.). Canadian Franchise Directory : Boston Pizza Profile.
Retrieved April 7, 2014, from http://www.canadianfranchisedirectory.ca/p/boston-pizza
6
Pizza Depot & Wings 'N' Things. (n.d.). Pizza Depot & Wings 'N' Things. Retrieved April 7, 2014, from
http://www.pizza-depot.com/
7
Pizza Nova - Taste the Difference - Order Online for Pickup or Delivery Today ::. (n.d.). :: Pizza Nova - Taste the
Difference - Order Online for Pickup or Delivery Today ::. Retrieved April 7, 2014, from http://www.pizzanova.com/
6

There has been also a steady rise from mom-and-pop pizza joints. Customers seem to prefer
these joints as they offer traditional and wood-baked oven style pizzas. Also these restaurants
offer a wide variety of additional menu options which make them a favorite among customers.
There has been a significant rise in these restaurants in recent years. All these pizza chains and
restaurants offer a big competition to Domino’s.
The following graph depicts the market share according to the number of stores located in
Ontario.
Opportunity Analysis
Domino’s in Ontario has a very small percentage of market as compared to its major rival Pizza
Pizza which occupies over 50% in market share. There are also other local competitors which
obtain a substantial percentage of the market. However, there are several avenues which
Domino’s can employ to increase their market presence. In Ontario itself, Domino’s has over 87
locations which are mostly located in Toronto and other major cities. Domino’s can significantly
improve their presence by expanding on its digital media, mobile apps, social media and online
presence. Their menu can also be expanded to include a wide variety of pizza options. A
successful campaign can be implemented to target the health-conscious population by
7

introducing low fat, gluten free and whole wheat alternatives. The introduction of whole wheat
pastas and salads can be targeted towards the calorie-conscious customers. The
implementation of print and online advertisement campaigns and the strategic placement of
the company in TV shows and movies can significantly help in promoting the Domino’s brand.
Corporate Strategy
“Domino’s strategy is to gain prominent market share in the overall fast food market.”
To incorporate the strategy, the steps taken by dominos are:
- Menu expansion including healthy food and gluten free products.
- Utilizing diverse media channels like print, news, social media and advertisement
engage current and potential customers.
- Use of mobile apps and pizza profiles on its website to increase customer loyalty.
Corporate Image:
It is crystal clear that corporate image plays an integral part in
influencing customer’s decisions. Through corporate image
company shows what it wants its customers to believe and also
what it stands for. Domino’s targets its message to its primary and
secondary target group by portraying its image as a provider of
better quality, healthier food, and great ordering platform at a
competitive price. Fastest service is Domino’s another competitive advantage. In 2009 the
Domino’s CEO acknowledged publicly that its pizza is not great at taste. This did not create
negative image but helped to boost consumers’ confidence in dominos and increased loyalty
8

since Domino’s redefined its ingredients and recipes. 8
This was a part for their image strategy.
They showed that they listen to customers and care about their customers’ likes and dislikes.
Brand Positioning:
As we are focusing on healthy food items offered by Dominos and promoting the same so we
will have to position it as one of the healthy and instant meal providers. Doing this, the target
market will be attracted towards the product offered and will be willing to provide their pocket
share. Moreover, Domino’s offer the ability to customize pasta, wings and pizza. Customers can
choose their choice of ingredients and toppings. It also offers largest variety of pizza, pasta and
appetizer as compared to its competitors like Pizza Pizza and Boston Pizza. In addition to this,
customers can check if their pizza is being made as per their requirements by using Pizza Tracker
– technology offered by Domino’s. Here again they have a competitive advantage since none of
its competitors offers this kind of services. In order to maintain its position as a service provider
it will have continue providing these services as well as think out of the box and make some
innovative steps to attract more customers. This will include offering healthy food like Avocado
Salad and Zucchini Pasta. Within this healthy range it also offers low carb diet food as well as
low sodium items. Customers can also build their own pizza profile on the website which helps
them to reorder in less time.
Business to business services:
Domino’s offers this service for large order quantity. It is specifically meant for organizations, offices
and schools. The first step is to set up a business account with Domino’s and if consumer meets
the minimum order quantity they can order the items through single contact. As of now this can
8
http://www.forbes.com/
9

be done only at their corporate headquarters. If the organization is not willing to setup an account
then there is an option to buy coupons for their employees.9
Public Relation strategy:
Transparency and high quality of food with better services is the key drivers for maintaining
public relation. Domino’s is also active on social media sites like Facebook and twitter. It is a
part of serving community. They use 50% recycled material for packaging.
IMC Objectives
• Market the two new healthy items that reflect Domino’s healthy menu
• To increase the market share by 5%
• To encourage people who haven’t had Domino’s brand loyalty. Through this effort our
objective is to increase Facebook likes from 9.5 million to 11 million. And increase tweets from
619 to 1000, increase followers from 874 to at least 1200 as well
• Successfully position Domino’s in the healthy food market
By expanding the menu with healthier additions which is now suitable for parents to give their
children, this will help in continuous sales and market growth. Another very important thing is to
merge the gap between new media and traditional media is order to have effective and efficient
campaigns. This will also engage consumer in variety of ways. Moreover, Domino’s will get
loyal customers supporters that are more responsive and overall business growth.
Media Objectives
9
http://dominosbiz.com/Biz-Public-EN/Biz+Footer/Business+Orders/
10

IMC objective: The foremost thing is to attain the overall IMC objective with the help of media
and promotion.
Reacting target market: With the help of media, we intend to reach our target market in a more
convincing way to get their attention.
Fast and innovative: Social media is used a lot which is a very effective means to launch
something new. In this fast moving world, everything works around this platform, so using this
would be good decision.
Broad concept: It is a broad concept. With the help of media, we can reach maximum customers
at one point of time and can create awareness all together.
Feedback: With the help of media we can get a quick feedback from our existing customers and
the new ones we are trying to target.
Media Habits of Target Audience
Focus will be on two groups. First would be from the age group 18 to 29 years, which would
include young crowd. Other one would be from age group 30 to 55 years which would
concentrate on mid aged customers. 77% of adults own a smartphone now.
Adults in the age group 18 to 29 commonly use mobiles basically smartphones, online marketing
including videos and social media. Most popular are Twitter and Facebook.
Adults in the age group 30 to 55, they are the fastest growing on social media. This age group
spends maximum in their peak income years. They are willing to pay more for healthier
products.
Media Recommendations
11

ONLINE TELEVISION AND M-COMMERCE: This platform would focus on the age group 18
to 29. The reason for this is because most of the people in for this are because most of the people
in this age group regardless of gender watch online TV shows. The use of TV is very minimal.
The show that we would focus on for online television is The Big Bang Theory. This is a prime
time show and has a huge TV TRP. Sheldon Cooper is the main Protagonist of the show and is
projected as science geek who is extremely health conscious. The healthy product of Domino’s
fits the show and will attract attention.
Television: this platform would focus on age group 30 to 55. Because most of the people in this
age group prefer watching their favorite TV shows on their television. The shows we will be
focusing on The Amazing Race, because it’s a famous TV series. It’s a reality game show where
teams of two with some existing relationship race against other teams around the world.
Product Placement: In case of big bang theory, every Thursday night is a pizza night for group of
five friends in the show. We will show Sheldon suggesting others to try the new healthy salad
and pasta menu from Domino’s.
Social media: Social networking sites such as Facebook and twitter are not only cheaper than
traditional marketing but also attract billions of people around the world. It will be huge benefit
for dominos to use these sites to promote their already existing Facebook page and twitter
account.
Facebook: Encourage people to like Facebook page and fill out a survey to win discount coupons
and other promotional codes.
Twitter: Brief messages and updates about new healthy items is a great way to reach out to
people.
Print media: Newspapers- Metro and Toronto sun
Magazines – Cosmopolitan and Men’s health
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For print media, we’ll use newspapers and magazines to reach out to the target market. They will
tell us about the new healthy products being introduced and discount coupons will be offered as
well.
Traditional media: Billboards and radio will be used to promote the healthy menu of Domino’s.
Billboards will provide the information of new introduced menu and radio stations like 98.3,
99.9 will be telling about offers and discount coupons being offered by dominos.
Advertising Objectives
To increase the product awareness among the customers, this should correlate with sales. The
return on investment should be favorable. The features that should be mentioned are
• Healthier options
• Expanding the menu by adding additional products
• Taste and health go hand in hand. Yes! It is tasty and healthy.
• Choice that would be offered by dominos by providing natural products.
Communication objectives
Change the perception about Domino’s. Not only could you eat pizza but you have a choice of
eating healthy as well.
Various options would include
• The traditional way the pizza is made. Example would be the original Hand tossed.
• Options of eating healthy keeping in mind the fat content.
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• Additional food such as salad and pasta also available.
Convenience Factor
• Domino’s has a policy of delivering the pizza in 30 minutes or otherwise it is free. Banks
on the idea of getting food quickly or takes advantage of the lazy attitude of the customer
of not cooking food at home.
• “Craving for pizza”. The physiological wants of the customers.
• Ways to communicate
• Order online using laptop, tablet etc.
• Call dominos to place the order.
• Reaching the physical location and then placing the order.
Key benefits and features
• Features
• Walk in or delivered at your doorstep
• Various apps available to order and track your pizza
• Various options to choose from including pizza, healthy pasta and salad, wings,
beverages, desserts.
• Products available with low fat content, “Gluten Free” and organic.
• Benefits
• Increases the variety of options available.
• Takes care of specific customers which might be allergic to certain foods. Example
“Gluten free”
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• Removes the “Guilt Factor” by eating healthy and better for the body as well.
• Option to either Pick up the pizza or have it delivered to your doorstep.
• Order can be placed by telephone, ordering online or by reaching the physical store itself.
Product Positioning
The positioning strategy for this Domino’s campaign will mainly be focused on healthy,
convenient and the nutritional aspects of the new menu and ingredients. Domino’s is adding
healthier low fat options and salads to show their commitment in delivering the best taste and the
best meal available.
Research shows that healthy eating among families has become very important in the recent
years. It states that children will adopt an unhealthy lifestyle if their parents follow the same,
whereas if parents eat healthy then their children are also likely to follow the same eating habits.
By eating the variety of healthy food options available at Domino’s, families are developing
healthy eating habits.
Using the technology available today to order meal is another important positioning aspect of
Domino’s. Applications available on cell phones and tablets are easy and convenient to use to
order meals. There is also the online pizza tracker that helps the customer to track their pizza
being made according to their specifications and lets the consumer see the pizza in the creation
and delivery of it.
Domino’s lets its consumers give their valuable suggestions and opinions on social media and
email which give the consumers a sense of ownership. Domino’s also gives its consumers the
power to make positive changes to the brand.
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USP (Unique selling proposition) – It’s healthy yet tasty
• It gives the customer the option to make healthier choices.
• Domino’s values customer feedback. Not only does it collect data but it also uses it to
identify trends in the market and introduce new products.
Creative Strategy
A mix of traditional and digital formats would be used when presenting the advertisement. Other
forms of promotions would be used in tandem to support the primary ad. The strategy is such
that it would accommodate both segments of the target market. The first segment would mean
customers between 18 and 29. The second segment would be between the age group 30-55. It
would be a perfect example of a family consisting of parents and kids.
TV STORYBOARD
16
TASTE AND
HEALTH
TOGETHER
MAKE LIFE
BETTER
“Friday
Night”

The following picture depicts a young boy who is in university is in his residence and he orders
Domino’s healthy eating option. This could be done using the online ordering service that
dominos has or over the phone. He is also talking to his family that is away from him via video
conferencing. As his mother brings out the traditional home cooked meal for the father and his
sibling, he enjoys the same healthy meal from Domino’s.
This will help dominos to make a statement. It would coincide with the population which
believes in having a healthy lifestyle and it have the touch of a traditional home cooked meal. It
would also cater to the population which does not eat non vegetarian food due to personal
choices and health purposes.
Tone
The tone of the advertisement will be a mix of light humor and emotion. The University student
who is staying in residence would be missing his family and vice versa. This would touch the
hearts of the segments. The university student would be having the similar healthy food as his
family. The advertisement would show them talking and laughing would automatically make the
customers re live the moment when they were in a similar situation. This ad would have an
emotional appeal to it.
Appeal:
It has a positive appeal showing both target markets enjoying the food.
Slogan
Taste and health together, make life better.
Promotions
Domino’s is a well-known brand in Canada. The new product under this particular brand would
attract immediate attention. The places where the promotions would be conducted are various
universities such as University of Toronto, McMaster University, Queen’s University, University
of Guelph, Western University, York University, University of Waterloo, Carleton University
17

and Lake Head University. A total of 10 universities would be targeted within Ontario. This
promotion would target the customers who are health conscious, who are sensitive to price
changes and look forward to coupons or special discounts. It would be a form of experiential
marketing. Another aspect that would be equally crucial is to obtain feedback from the customers
and storing it into the Customer relationship management systems. Some of the ways which
would be used are
• Free Samples- Free samples would be provided to the customers and feedback would be
collected.
• Discount Coupons- Discount coupons would be offered to them, which would encourage
them to buy the product again. As said earlier University students are price conscious and
are on the lookout for such deals.
• Lucky Draw contest- In this their names would be entered in a lucky draw automatically
after they try the product. They would stand a chance to win a Tablet, Laptop and Cell
phone.
Personal Selling
Interacting with customers within the store is the personal selling aspect of this program.
Employees will talk to customers either in the store or on the phone informing them about the
availability of the new healthy items in the menu and if they will be interested to try them. The
potential of sales increases if there is any promotion or discount on the new healthy items.
Database Programs
A viable method to engage consumers is to let them opt in to receive email communications
which is an established method that will be continued by the database programs. Consumers feel
18

the most engaged with a brand when they sign up to receive its special deals and offers. The new
food items and the promotions associated with them will be communicated to all the customers
in the database and will be taken care by the current staff. CRM data will be provided by the
Data warehouse in order to use it in permission marketing like email and text messages. We
would use permission marketing.
19

Print media Advertisement
20
“Domino’s: To brighten your Friday nights with friends or family”
Health & Taste Together Make Life Better
Cut and bring this
pie to your nearby
Domino’s and get
10% off on any
item you buy
Use any of these ways
to order your favorite
food: walk-in, call us,
mobile app or online
Like us on
, fill up our survey
and get 20% off on
any item above $15
Buy our two new
products at half rate
*Offer limited till July 14, 2014

Programs for Loyal Customers
Online engagement of buyers with the brand will start loyalty programs. These programs
incorporate groups shaped by followers on Twitter and Pinterest, likers on Facebook and the
email and content beneficiaries. These followers, likers and beneficiary clients are naturally
selected in the loyalty program as they get the chance to be learned about updates of new items
time to time, that are impacted by or that impact buyer designs. Online Networking Interaction
overview on Forbes says that 80% of purchasers join loyalty programs, depicting this as a
methodology that might be effective in captivating customers and consequently increasing sales.
Communicative Media
Social networking engagement including digital platform results into these projects. Consumers
will be asked to upload pictures of their favorite item and give a feedback to be put with the item
on Domino's webpage or Domino's page on social networking sites such as Facebook, Twitter,
Instagram, Pinterest or Tumblr page (Tumblr, 2013). Forbes Insights stated that there are almost
34% of purchasers who reacted that they post or re-tweet to a brand after the brand's tweets or
posts and offer the content to brand's social media page.
Additional Methods of IMC
Other strategies of IMC involve promoting through conventional methods, for example, daily
papers and banner ads boosting the ‘health and taste together make life better’ message,
underlining the nutritional value of the new recipes. They will put customers to connect with the
brand on its webpage or other online networking sites and permitting advertisements and
promotion for offers and information about nutrition. The mobile application of Domino's will
21

keep on working on customer involvement and buy deals for clients who want to utilize this
platform.
Planning Of Media and the Flow Chart (Incorporates Correspondence Stages)
The stages of media should be utilized and revolve around the TV ads that pushes the ― ‘healthy
for you’ idea to two segments of audience. The additional projects will take care of the content of
nutritious food advertisement. The idea of nutritious food recipes is pushed through alternate
stages.
During festive or peak seasons, such as Canada Day, Thanksgiving, Christmas or New Year’s,
all forms of advertising (campaigns, promotional events etc.) will be done constantly with
greater focus. These are the periods when customers order maximum number of pizzas for
celebration so a huge amount of push is needed. The contenders will likewise encounter deals
getting elevated.
Flow Chart
July August September October November December
Conventional Media
Social Media
Sponsorships
New Media Digital
Promotions &
Specials
Direct Marketing
* Dark region shows greater focus on promotion through different media channels
Budget Allocation
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Television $1,500,000
Radio $500,000
Newspapers $250,000
Sponsorship $1,000,000
Social Media $200,000
CRM Loyalty Program $1,000,000
Magazines $350,000
Variable & Overhead cost $200,000
Total Budget $5,000,000
For television, the advertisement would be aired starting July 2014. The programs that have
been selected are Big Bang Theory and The amazing race. The ad would air during big bang
theory every Thursday starting at 8 PM and for the amazing race it would be aired at 8PM on
Sunday. This would cost around 1.5 million dollars. These ads would run for 22 weeks. For radio
it would be aired for 18 weeks during every hour on Kiss 92.5 and Virgin radio 99.9
Campaign flowchart and blocking chartCampaign flowchart and blocking chart
BudgetBudget
Graphic treatmentGraphic treatment
23

Two newspapers would be used to advertise. The first is the metro and the second one is the
Toronto Sun. The newspaper ad would be placed during the weekdays from Monday to Friday
for 2 months. 25% of the budget would be allocated for maintaining the CRM software and
social media. The magazines that would be used to promote the products are cosmopolitan
and men’s health. We would place the ad on the back cover.
Addition
The graph below shows that the different stages are proposed to be merged with the key
advertisement. The ads on television will encourage online engagement and customer
relations; promotions and special deals will be marketed through permission marketing which
includes irregular vouchers/ coupons for randomly chosen consumers. These, alongside the
immediate promotion and particular offering, will keep tabs on the newly launched products
and recipes, in addition to events specially designed for family gatherings.
Different stages of advertisement merged together
24

Works Cited
Pizza. (n.d.). by Domino's. Retrieved April 7, 2014, from http://www.dominos.com/about-pizza/
About Domino's Pizza. (n.d.). dominosbiz.com. Retrieved April 7, 2014, from http://dominosbiz.com/Biz-Public-
EN/Site+Content/Secondary/About+Dominos/Fun+Facts/
announces-market-share-growth-reaches-new-heights-in-ontario-with-market-share-topping-50/
25
Conventiona
l Media:
Newspaper
ads, radio and
billboards
Conventiona
l Media:
Newspaper
ads, radio and
billboards
Social Media:
Twitter,
Facebook (Fill
up a survey to
get discount),
YouTube
Social Media:
Twitter,
Facebook (Fill
up a survey to
get discount),
YouTube
Promotions and
specials during
peak season such
as Thanksgiving,
Christmas etc.
Promotions and
specials during
peak season such
as Thanksgiving,
Christmas etc.
Direct Marketing:
Free samples in 10
Universities &
special mention of
the new products
on phone by
domino’s
employees
Direct Marketing:
Free samples in 10
Universities &
special mention of
the new products
on phone by
domino’s
employees
New Media
Digital:
Internet and
website
New Media
Digital:
Internet and
website
Sponsorships:
sponsoring The
Amazing Race
Sponsorships:
sponsoring The
Amazing Race
Health & Taste
Make Life Better

reports-growth-in-fourth-quarter-and-full-year-2012/
Canadian Franchise Directory : Boston Pizza Profile. (n.d.). Canadian Franchise Directory : Boston Pizza Profile.
Retrieved April 7, 2014, from http://www.canadianfranchisedirectory.ca/p/boston-pizza
Pizza Depot & Wings 'N' Things. (n.d.). Pizza Depot & Wings 'N' Things. Retrieved April 7, 2014, from
http://www.pizza-depot.com/
Pizza Nova - Taste the Difference - Order Online for Pickup or Delivery Today ::. (n.d.). :: Pizza Nova - Taste the
Difference - Order Online for Pickup or Delivery Today ::. Retrieved April 7, 2014, from http://www.pizzanova.com/
http://www.forbes.com/
http://dominosbiz.com/Biz-Public-EN/Biz+Footer/Business+Orders/
Exhibit
Avocado salad – Bell pepper, tomato, baby corn, lettuce, avocados, olives and cucumber
26

Domino’s – Price $ 5.99
Boston Pizza- Price $9.99
Pizza Pizza- Price $4.99
Zucchini Whole Wheat Pasta
27

Domino’s – Price $6.99
Pizza Pizza – Price $6.99
Boston Pizza – Price $6.99
28

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