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.

1. DOMINO’S “WHERE PIZZ
A ME ETS MOBILE!”
IMC 631 Final Campaign –Roshni Patel & Jamie Stevenson—Eastern Michigan University—Professor David

2. DOMINO’S OVERVIEW
 Pizza companies throughout the United States are becoming increasingly conscious about
providing the pizza consumer with new marketing mediums that will be more conducive to
their mobile ordering process.
 Domino’s has created a mobile menu ordering app to aid in the pizza consumer’s ordering
process. “Each day, more than 1 million customers enjoy hot, delicious Domino’s Pizza
products on every inhabited continent on Earth, because we operate over 9,000 stores in
more than 60 countries, all dedicated to our focus of providing great-tasting pizza delivered
directly to your door or available for carryout.
 We pioneered the pizza delivery business, and our total system sells more than 400 million
pizzas worldwide every year (Domino’s Investor Relations, n.d., para. 1).”
 There are several opportunities for Domino’s to increase their presence in the pizza delivery
market place by target the largest demographic in the United States, the Millennial
generation, increase awareness about the mobile menu ordering application, utilize traditional
and new marketing mediums, and placing their products in high visibility areas such as
collegiate and professional sporting arenas.

3. DOMINO’S COMPETITORS
Direct Competitor’s SWOT Analysis:
The direct competitors of Domino’s consist of Round Table Pizza, Pizza Hut, Little
Caesar’s, Hungry Howie’s Pizza, independents, Godfather’s Pizza, Papa John’s Pizza, Cici’s
Pizza, and Papa Murphy’s. Some of the direct competitors operate on a local, regional,
national, and international level (Appendix A: Direct Competitors SWOT Analysis).
Indirect Competitor’s SWOT Analysis
Indirect competitors of Domino’s consist of nationally recognized frozen pizza brands
such as Tombstone Pizza, Tony’s located in the frozen food section at local grocery stores,
and fast food restaurants such as Taco Bell, McDonalds, and Subway.

4. DOMINO’S TARGET MARKET
Primary Target Market Secondary Target Market
Domino’s Primary Target Market is comprised of Domino’s secondary target market is comprised of
pizza lovers. The subset of the target market is the businesses, schools, and organizations.
Millennial Demographic.
The Millennial demographic is a subset of the
target market. A Pew Research Center Report
profiles 50 million Millennial who currently span the
ages of 18 to 29 (Millennial: Confident, 2010, para
15).” The consumer-oriented objective is to
increase sales in mobile ordering system.

5. Target Market Analysis
Domino’s target market consists of 94% of the American population (Figure 1.0. Who Eats
Pizza). “Identifying the consumer target is important because different consumers may have different
brand knowledge structures and thus different perceptions and preferences for the brand (Keller, K.
L., 2008, p. 99).”
Who Eats Pizza?
 93% of America’s population eats pizza
 Every man, women and child in America
eats an average of 46 slices of pizza a year
 93% of all Americans eat at least one
pizza a month
 37% of kids say pizza is their favorite food
 Children between the ages of 3 and 11
prefer pizza over all other food groups
for lunch and dinner
 Americans eat approximately 100 acres of
pizza each day, or about 350 slices per
second. (Who Eats Pizza, n.d., para. 1)

6. Corporate Strategy
 To succeed, Domino’s Pizza must accomplish the following:
 Create awareness about Domino’s mobile ordering system by utilizing jumbotron and aerial
billboards during six major sporting events that will result in sales.
 Utilizing QR Codes on jumbotron and aerial billboards will increase Domino’s current
percentage of mobile order sales by 30 percent.
 Millennials visiting the Domino’s mobile site or online site will provide Domino’s the ability to
gather customer information that third parties can evaluate. Evaluating consumer information
can provide Domino’s with a consumer’s regions that are viewing and utilizing Domino’s mobile
ordering system all of which will aid in their geo-demographic segmentation strategy.
The marketing strategy for Domino’s Pizza will be to:
Boost Domino’s over their competitors.
Establish Domino’s with the Pizza Lover
Millennial segment, schools, organizations,
and businesses.
Establish effective marketing strategy with
franchises and the six sporting events
utilizing QR codes displayed on jumbotron
and aerial billboards.

7. Direct Marketing
The direct marketing technique
that will be utilized in the
Domino’s campaign will be a
dimensional mail.
Dominos can use their current
packaging channel members
who supply their pizza boxes,
and have them create a solid
red pizza box with a 4x4 inch
QR code on the lid of the box.
Inside the box with have all the
instructional material regarding
Domino’s “Where Pizza Meets
Mobile” campaign.
The pizza boxes will be mailed
to all locally owned and operated
franchise locations throughout
the United States.

8. Trade
Promotion
There will trade promotion for
franchises and their
employees who scan the most
QR code orders.
$200 Domino’s gift card to be
given to each employee in the
franchise for the franchise that
scans the most QR code
orders.
$100 Domino’s gift card to be
given to each employee from
the franchise that is selected
from the “losers-pool.”

9. Mobile on the GO!
• Mobile menu ordering technology available for customers
via smart phones and e readers. “Domino's debuts its
ordering app for Android phones. This, in addition to its
existing iPhone app which debuted in 2011, offers a
Domino's mobile ordering app to more than 80 percent
of smartphones (Making Pizza Since, n.d., para. 35).”
• Menu ordering available via digital devices and on social media sites.

10.  The redesign will be structured to be
more interactive and allow consumers to
Integration of Mobile! share what they like on the site, and
what they don’t like on the site.
Consumers will be able to access the
 The overall campaign management
application through iPad, tablet and
consists of $30 million that will be used
Android.
to advertise and create awareness
about Domino’s mobile ordering system.  The website will have an ad banner that
The campaign will be conducted from will link them to download the
January 2013 through June 2013. The application and direct them to the app
objective is to create awareness in the store to download for free. Once
Pizza Lover Millennial demographic by downloaded they will enter their email
utilizing Domino's mobile ordering address that will directly add them to the
system via mobile devices, Apple Domino’s mailing list.
devices, and Android devices.
 A feedback form will be available on
 The mobile application at Domino’s will Domino’s mobile application for future
be redesigned to allow consumers to be evaluation and measurements.
more interactive in sharing products
they view on their phone. The mobile
application industry is starting to grow,
because of consumers viewing social
media site to see what their peers are
up too.

11. ADVERTISING—INTERACTIVE—NEW MEDIA
Advertising
Marketing and advertising plays a vital role in any campaign. The outcome for Domino’s
advertising is to target Millennials and to create “buzz” via the net. The web is very massive and
can target many wide groups. The Millennials who enjoy baked foods are a target market to
reach viral online Interactive and New Media.
Domino’s “Where Pizza Meets Mobile” campaign will be advertised on
all social media websites including:
Twitter – Tweets will be sent out to users about the code to sign up and the process. This will
allow the twitter users to scan the QR code.
Facebook-Posts about promotional offers will be shown on Domino’s fan page, and tips on
signing up for baked goods offers.
YouTube – A commercial will be implemented by celebrity sports players that will advertise the
QR code and provide information in the advertisement about Domino’s promotional offers by
utilizing the QR code and mobile application

12. OPPORTUNITY ANALYSIS
Utilizing five marketing channels such as digital, promotions, social media, television,
and public relations during the months of January through June 2013 calendar year
will allow Domino’s to effectively monitor the success of their IMC campaign and their
point of sale ordering system. This can be achieved by employing the IMC campaign
around six major sporting venues in the United States.

13. IMC BUDGET ALLOCATION-CONSUMER & TRADE COMBINED
THE BUDGET FOR THE DOMINO’S MARKETING CAMPAIGN IS $30,000,000.

14. Budget
Budget Allocation Overview-consumer
The budget for the consumer oriented IMC strategies for the Domino’s marketing campaign will be
$25,500,000. This will cover production of a 30-second advertisement, online/social media, digital
advertising, aerial billboards, jumbotron advertisements, print media, and public relations. The
budget has been distributed into five major areas of allocation.

15. BUDGET
IMC BUDGET ALLOCATION – TRADE PARTNERS

16. Not only will it increase in sales but also it will
Brand Positioning allow the company to build a database of emails
and information to log and send out coupons
Strategy and other promotional giveaways for the
Positioning Statement consumer to return and purchase more from
Domino’s Pizza.
The pizza industry is a unique product where it
is receptive to innovative ideas and unique
items, Domino’s is the leading marketers that
delivers unique product solutions to make life a Campaign Theme
little easier as pizza brings people together! The campaign theme embodies the core
benefits behind engaging in the Domino’s Pizza
Campaign Promise
overall experience, all of which consists of new
Domino’s Pizza offers innovative and unique technology ideas for consumers to order and
technology tools that will make life easier to receive discounts. Domino’s Pizza offers
order and will allow the consumer to have pizza innovative and great food that bring people
within minutes. Utilizing QR codes on jumbotron together as they can enjoy the experience and
will increase Domino’s awareness and sales' as taste of Pizza within minutes along with the
it is “hassle-free” by ordering the touch of a ability to satisfy the consumer needs and wants
button and also receiving discounts through the immediately.
codes.

17. Tone Style
Domino’s is a respectable company
The tone of this campaign will be representing highly respected brand. It is
entertaining in allowing our target market the imperative that we treat Domino’s with due
Pizza Lover Millennials to be engaged by dignity
utilizing traditional and new marketing
mediums. Consumers utilizing Domino’s
mobile application will allow the consumer to
be engaged with Domino’s mobile ordering
system, and at the same time they will be
given the opportunity to get information
regarding the sports events that cannot be
viewed elsewhere. Domino’s
“Where
Pizza Meets Mobile!

18. Internet Strategy
The use of technology has become increasingly a powerful new marketing medium. The
ordering app on the Android operating system includes additional ordering features, which
improve the experience for customers.
Domino’s current percentage of mobile order sales and traditional ordering sales will be from 30
percent all by targeting their primary target market, the Millennial. “Domino’s has used QR
codes before in promotional flyers during the college football season and had experienced
favorable results (Domino’s QR Code Delivered, 2011, para. 2).”
The goal is to increase sales by another 30% in sales and build revenue from online ordering
and mobile app ordering.
One way to increase sales is to utilize QR codes at sports events on Jumbotron and aerial
billboards that will provide consumers with the opportunity to “snap” the QR code in order to
receive promotions, and additional information regarding the sporting event that cannot be
viewed from any other source.

19. Loyalty Program
• With the increasing popularity of sporting events in the United States, digital media has made a
major impact in the consumer’s purchasing decisions in regards to consumable products.
• Domino’s can develop a loyalty rewards program. This rewards program will provide points for
topping and items that are ordered via mobile devices.
• Customers who participate in the rewards program can accumulate points and can receive
discounts on future purchases.

20. Overall Goal
The goal of our Domino’s “Where Pizza Meets Mobile!” campaign will be to ultimately:
Increase awareness about Domino’s mobile ordering system application and show an increase
sales.
Create campaigns with sports organizations by implementing QR codes so that consumers can receive
discounts via jumbotron and aerial billboards.
Increase the number of order via Domino’s mobile order menu application.
Dominos will utilize five marketing channels such as interactive, promotions, social media, television, and
public relations to effectively monitor the success of their IMC campaign and their point of sale ordering
system.
Domino’s primary objective will be to create awareness with the Pizza Lover Millennial demographic
about Domino’s mobile ordering system. To achieve this goal, Domino’s will need to create awareness
with the Millennials. Employing the communication opportunity analysis, and the following IMC
Objectives will be the focus for the Domino’s Campaign.
Creating awareness with secondary target market, the businesses, schools, and organizations regarding
the Smart Slice Program that can be utilized using via the mobile ordering system.

21.  Dominos will utilize five marketing channels
GOALS! such as interactive, promotions, social
media, television, and public relations to
effectively monitor the success of their IMC
The goal of our Domino’s “Where Pizza campaign and their point of sale ordering
Meets Mobile!” campaign will be to system.
ultimately:  Domino’s primary objective will be to create
Increase awareness about Domino’s mobile awareness with the Pizza Lover Millennial
demographic about Domino’s mobile
ordering system application and show an
ordering system. To achieve this goal,
increase sales.
Domino’s will need to create awareness
Create campaigns with sports organizations with the Millennials. Employing the
by implementing QR codes so that consumers communication opportunity analysis, and
can receive discounts via jumbotron and aerial the following IMC Objectives will be the
billboards. focus for the Domino’s Campaign.
Increase the number of order via Domino’s  Creating awareness with secondary target
mobile order menu application. market, the businesses, schools, and
organizations regarding the Smart Slice
Program that can be utilized using via the
mobile ordering system.