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Social Media Marketing Practices of Domino’s India.pptx
- 1. Social Media Marketing Practicesof Domino’s India Shaili Singh Assistant professor
- 2. Introduction Social Media Marketing(SMM) is vital for Quick Service Restaurants (QSRs) like Domino’s India, enabling real-time engagement, customer feedback, and brand loyalty. Domino’s leverages SMM for localized marketing, customer interaction, and promotion, strengthening its digital presence, competitive edge, and sales in India’s fast-paced food delivery market..
- 3. Background Domino’s evolved froma local pizzeria into a global leader by embracing digital transformation. Its customer-first strategy focuses on tech-driven delivery, real-time tracking, and mobile-first ordering. In India, it succeeded through local adaptation and strong logistics. Social media— Instagram, Facebook, X, and YouTube—amplifies engagement with trends, influencers, and customer service. Domino’s now operates more like a tech company selling pizza, pioneering innovations across QSR and digital platforms.
- 4. Domino’s Background Domino’s has over21,300 stores across 90+ international markets, showcasing its global dominance. In India, Domino’s operates with a hyper- localized delivery strategy that has scaled significantly. More than 75% of Domino’s orders now come through digital channels, reflecting digital success. Domino’s Instagram strategy uses influencer content and trending reels to grow organic engagement. Innovations like the Domino’s Tracker, Tweet- to-Order, and smart device ordering redefined QSR technology.
- 5. Literature Review Singh et al.(2012) emphasize cultural and linguistic diversity's impact on global social media use, advocating machine translation for engagement. Kirnosova and Zhekul (2019) highlight tools like SMM and personalization in digital marketing, advancing "glocalization" for local relevance. Together, they underline cultural sensitivity, user-generated content, and technology as key drivers in global internet marketing strategies.
- 6. Theoretical Framework AIDAModel (Attention, Interest, Desire, Action) Domino’s India applies the AIDA model by capturing attention with bold campaigns and influencer content, sparking interest through visual storytelling and app gamification. It builds desire using appetizing images and deals, and drives action via in-app ordering and geo-targeted offers, ensuring strong digital engagement and conversion. Consumer Engagement Theory Domino’s India fosters consumer engagement through a gamified app with rewards and tracking, interactive social media polls, personalized birthday offers, and smart tech like chatbots and voice assistants. These strategies build cognitive, emotional, and behavioral bonds, enhancing loyalty and transforming occasional buyers into devoted brand advocates. Uses and Gratification Theory (UGT) Domino’s India applies Uses and Gratification Theory by addressing consumer needs: real-time delivery updates (information), funny Instagram content (entertainment), one- click reordering (convenience), and referral offers (social connection). This approach fulfills varied user motivations, enhancing satisfaction, brand relevance, and emotional affinity through targeted, need- based digital interactions.2025
- 7. Problem Statement This study examineswhether Domino’s India’s social media fosters meaningful engagement beyond transactions, driving loyalty and repeat purchases. It explores content types, interaction strategies, and customer service practices in top posts, aiming to measure their impact on customer sentiment, repurchase intent, and long-term brand advocacy in the competitive QSR space.
- 8. Scope of the Study Focuseson Domino's India's social media marketing strategies in the Indian market. Includes comparative references to Domino's global brand philosophy. Evaluates content and engagement on Instagram, Facebook, and X (formerly Twitter). Analyzes posts and campaigns from the last 12 to 18 months (up to June 2025). Uses publicly accessible engagement metrics to assess customer retention impact.
- 9. 9 Presentation title Objectivesof the Study 20XX To analyse Domino's current social media marketing strategies to understand their primary focus on customer engagement and retention across key platforms. To provide actionable strategic recommendations for Domino's to optimize its social media marketing practices for enhanced customer engagement and long-term retention.
- 10. Methodology This study willbe a qualitative study using mainly case study for getting detailed picture on social media marketing practices by Domino. Ideal for investigating contemporary social life constructions in situ, thus providing an account with rich detail in respect to Domino's operations and their impact on consumer engagement and retention. 10
- 11. Domino's India's Traditional andDigital Marketing Strategies Domino’s India maintains high engagement rates (Instagram: 3.2%, Facebook CTR: 1.5%) Positive customer sentiment across platforms Content that performs best: memes, influencer collaborations, regional trends Repeat purchases influenced by referral programs and relatable content Emotional, humorous, and real-time engagement drives loyalty 11
- 12. Domino's India's Traditional andDigital Marketing Strategies Domino’s social media fosters more than transactional relationships- it builds loyalty. Effective use of digital content boots retention and brand advocacy Continuous innovation and cultural relevance are ket for sustainability 12
- 13. Social Media Campaignsof Domino’s India in recent time 1. #SayItWithAPizza (Valentine’s Day 2023) 2. #TheLastSlice (Friendship Day 2022) 3. Cheesy Rewards Program (July 2022) 4. #HaathBadhaoIndia / Vaccine Discount (July–Aug 2021) 5. “It Happens Only with Pizza” Rebrand (Dec 2023) 6. #RedhotWorldFilter (June 2023) 7. RedHotStickers (June 2023) 13
- 14. 14 Presentation title TopCompetitors La Pinoz Pizza Oven Story Pizza Hut Papa John’s 20XX
- 15. 15 Presentation title ComparativeMatrix: Social Media Marketing 20XX Factor Domino’s India La Pinoz Pizza Hut India Oven story Target Audience Gen Z, Millennials Students, Tier 2-3 Youth Families, Adults Urban Millennials Content Frequency High Medium Low–Medium Medium Tone & Style Humorous, Trendy Indulgent, Youthful Emotional, Safe Premium, Witty Key Engagement Hook Delivery speed, memes Food porn, UGC Celebrities, Family offers Sauce variety, gourmet vibe Influencer Use Medium–High High (local influencers) High (celeb collabs) Medium Visual Aesthetic Clean, bold, brand colors Bright, cheese-pull heavy Traditional, offer-led Minimalist, story-based Social Commerce Link App integration + Zomato Instagram + Zomato Zomato + App offers App-exclusive CTAs
- 16. Recommendations for Domino’sPizza India’s Social Media Marketing Tell More Stories, Get More Engaged Be YOU Consistently Everywhere Gamify It! Collaborate with Local Influencers Capitalize on Trends in Real- Time
- 17. Recommendations for Domino’sPizza India’s Social Media Marketing Display What People Love Listen Closely to What People Are Saying Speak Their Language, Literally Show Care Beyond Pizza
- 18. 18 Conclusion This study findsthat while Domino’s India has strong brand equity and digital presence, it lags in influencer use, interactivity, and localized engagement. Competing brands are more adaptive and interactive. To stay relevant, Domino’s must shift from promotional content to emotionally engaging, community-driven storytelling and immersive digital strategies tailored to evolving consumer behaviors.
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