LUXADVERTISINGSPARKING INNOVATION

GROUP 3 | MKTG 347

MARY CHACKO, SEAN FLANAGAN, PIERCE FULLER, ALANA GREGORY,KATIE KELTON

CLIENT: DOMINO'S PIZZA

At Lux, we believe your success isour success. We strive to highlightyour existing strengths and sparkinnovative marketing ideasthrough a solid foundation ofresearch and a deeperunderstanding of yourbusiness.

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TABLE OF CONTENTS

Executive Summary.........................

PART 1: MEET THE TEAMAgency Information.........................

PART 2: THE EXTERNALENVIRONMENTIndustry Overview............................Industry Analysis...............................Competitive Analysis.......................

PART 3: THE INTERNALENVIRONMENTClient Background & History........Client Information............................Recent Marketing Efforts...............SWOT Analysis..................................Ethnographic Research...................

PART 4: THE TARGETMARKETTarget Market Identification.........Target Market Analysis...................Survey Results....................................Personal Interviews..........................

PART 5: OBJECTIVES &INSIGHTSKey Research Insights......................The Problem.......................................Campaign Objectives.......................Creative Brief.....................................

PART 6: THE IDEA PITCHReview of Insights & Problem.......Idea Pitches.........................................Brainstormed Ideas..........................

PART 7: THE BIG IDEA &CREATIVE PLANThe Big Idea........................................Creative Executions..........................

PART 8: THE MEDIA PLANTranslation of Media........................The Media Plan Details...................

Campaign Evaluation........................

Citations................................................

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EXECUTIVE SUMMARYIn 1960 two brothers, Tom and Jim Monaghan, opened their first pizza restaurant called DomiNick’s in

Ypsilanti, Michigan. Today, that first restaurant has grown into Domino’s, the world’s second largest

pizza chain. With over 12,900 restaurants in 75 different countries and a 9.6% market share, Domino’s

has historically been a leader in innovations to the pizza industry. Domino’s was the first chain to offer

reliable delivery service, created the hot pizza bag and revolutionized ordering with its online and

mobile ordering systems. However, Domino’s exists in a competitive industry with its main rivals being

Pizza Hut, Little Caesar’s and Papa John’s. If Domino’s is to not only survive but thrive in this ever

changing and highly competitive industry, it must continually improve its brand.

In our primary research, we sought insights into how often our target market of 18 to 24 year olds

bought pizza, where they got pizza from and what they thought about Domino’s. Our findings were

surprising. Our target market bought Domino's pizza frequently but mainly when other options seemed

to difficult to obtain or they sought to feed a large number of people. Our target market also indicated

that while they enjoy Domino’s for its efficient, reliable service and quality, they saw Domino’s as a

backup to more local pizza restaurants. In our secondary research, we discovered that Domino’s is an

industry leader in technological innovations and is the most efficient large pizza chain, especially when

it comes to take or delivery service. The primary insight gained from our research was that while

Domino’s is well liked, consumers do not see a strong brand identity and therefore have difficulty

remaining loyal to it.

“Domino’s Through the Decades” is a two part IMC campaign aimed at increasing Domino’s brand

loyalty and customer identity within the target market of 18 to 24 year olds. The first part of the

campaign will feature commercials on popular networks like ESPN, Comedy Central and ABC.

Additionally, print advertisements will placed inside buses on every SEC campus. The second part of the

campaign will feature social media advertising on Facebook, YouTube and Hulu. Additionally, user

generated content will be used through Domino’s various social media accounts using the hashtag

“#DomiNow." The campaign will highlight Domino’s rich history throughout the years and offer our

target market a chance to make their own mark on the future of Domino’s.

The campaign will run for 8 weeks with the stated objectives of increasing user generated content with

the "#DomiNOW" hashtag, users of Domino’s social media accounts, and sales within the target market.

Domino’s has been the pizza industry’s leader in innovation for decades. Now is the time to capitalize on

its success and become the pizza restaurant that is not just liked, but loved.

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Howdy! My name is Sean Flanagan, and I am a seniorMarketing major from San Antonio, Texas. I am also aMusic minor, and if all goes well I hope to find a career as amarketer in the music world. When I am not at class orfrantically studying at the library, my favorite things to doinclude playing guitar or video games, and watchingendless amounts of movies on Netflix.

Team Role: Source Master

My name is Mary Chacko, and I am a junior Business Honors andMarketing major from San Antonio, Texas. In addition, I ampursuing certificates in Advertising and International Business. Iwant to work in the marketing field because I enjoy connectingpeople and ideas. Last summer, I participated in a marketing-focused study abroad across Europe. This year, I am working as aPortfolio Consultant at the Mays Communication Lab. I am alsoinvolved in the Aggie Recruitment Committee, where I help runconferences for high schoolers who are interested in attendingTexas A&M. In my free time, I enjoy hanging out with friends,reading, watching Korean dramas, or playing Ultimate Frisbee.

Team Role: Proofreader

My name is Pierce Fuller, and I am a class of 2016 Marketingmajor. After spending two troubled years as a Biology and GeneralStudies major, I discovered I had an interest in business andtransferred to the Mays Business School. Since then, I have focusedon learning the intricacies of marketing research. I enjoy findingout why people like certain products or ideas, and what drives theirspending habits. I have 4 years of work experience as a clerk for alaw firm in Austin. There, I was in charge of a team of clerks whodid document discovery and inventory. My goal after school is tocommission as an officer in the Marine Corps. In my free time, Ienjoy wakeboarding and spending time in the outdoors.

Team Role: Coordinator

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Howdy! My name is Alana Gregory, and I am a junior Marketingmajor from Memphis, Tennessee. My interest in marketing, aswell as my desire to work globally, has led me to pursue anInternational Business Certificate. I spent last year as a SophomoreAdvisor for the University Honors program. When I’m notworking, I spend my time reading - anything from Harry Potter tonumber theory, and working with my dog.

Team role: Task Manager

My name is Katie Kelton, and I am a senior Marketing major fromGeorgetown, Texas. Due to a desire to combine my creative careerwith my passion for serving inner city youth, I am also pursuing aCertificate in Not-for-Profit Business. This past summer, Iinterned at a nonprofit called Mercy Street, located in West Dallas. In College Station, I volunteer with a ministry called YouthImpact, and I have spent three years in an organization calledSigma Phi Lambda, where I served as Vice President for the 2015-2016 school year. When I am not in class, you can find me hangingout with middle schoolers in Bryan, reading a good book, orexploring the outdoors.

Team role: Designer

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"The Worldwide Leader in Pizza Delivery"

With over 1 million pizzas being deliveredper day, 34 million combinations of toppings,

and 12,900 stores in 80 different countries,Domino’s Pizza has come a long way in its 56

years of operation. This classic franchise is ona mission to become the top pizza delivery

company worldwide – one customizablepizza at a time (Domino’s, 2016).

INDUSTRY OVERVIEW

The pizza industry is a $40.3 billion revenue market, consisting of big name businesses such as PizzaHut Inc., Domino’s Inc., Little Caesar’s, and Papa John’s International Inc. These chains capture 14.8%,9.6%, 8.1%, and 6.4% shares of the market, respectively. Overall, there are over 59,800 pizza providers,with a consumer preference for quick service. High-end pizza restaurants and frozen pizzas also makean appearance in this market, which covers a wide range of household income levels and varying needsfor convenience (IBISWorld, 2016). Consumer demands of the pizza restaurant industry include sentiment, demographics, health, andlifestyle. Sentiment is directly correlated to consumer financial situations. If consumers are moresecure in their finances, they are more willing to splurge for pizza. Demographics explain which agegroups have more disposable income and desire topurchase pizza. Health and lifestyle simply reflect howconsumers have become more health conscious (IBISWorld, 2016).

In comparison to the fast food industry as a whole, wesee that the Pizza and Pasta segmentation takes up 9%of the market, with the Burgers segment consuming awhopping 42% of this $227.3 billion revenue market (IBISWorld, 2016).

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TrendsINDUSTRY ANALYSIS

Fast Casual Dining Growth: Restaurants in the Quick-service industry are putting a focus on higher qualityingredients. Menu prices at fast casual chains tend to be higher, but sales at major US chains grew approximately11% in 2015 (Hoovers, 2016).

Product Development: Most chains are investing in new menu and product launches in an effort to differentiatethemselves from competitors and attract new customers (Hoovers, 2016).

Health Food: In a survey by Mintel, 41% of consumers said “[They] would like to see more healthy side options”and 31% would like to see more healthy beverages (Mintel, 2016). Many chains have responded by broadeningtheir healthy options and switching to organic or natural ingredients, with restaurants like Panera Breadhighlighting their use of organic ingredients as the focus of their ad campaigns (Hoovers, 2016).

GrowthThe Pizza Industry has experienced slow growth over the five yearsleading up to 2015. While consumer spending over this same timeperiod has increased 2.2% on average per year, the pizza industry hasnot shared in the full force of this growth. During those five years, thepizza industry revenue only grew an average of 1.2% per yearamounting to an average revenue of $40.3 billion in 2015 (IBISWorld,2016).

There are two primary reasons for this slow industry growth. First, thesluggish economy of the last five years has caused consumers to eat outless. Second, consumer preferences now favor quick-service pizzarestaurants and online or mobile ordering systems as compared todine-in pizza restaurants. Quick-service pizza is sold at a lower pricepoint than dine-in pizza leading to smaller revenue growth (IBISWorld,2016).

Improving online and mobile ordering technology is expected tobenefit the larger pizza chains while independent pizza restaurants willfocus on dine-in options that attract consumers who want morepersonalized customer service. As the pizza industry adapts to thesechanges and as the economy improves, industry revenue is projected togrow 1.6% per year and reach an expected average revenue of $43.7billion in 2020. (IBISWorld, 2016).

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INDUSTRY ANALYSIS

Problems

Quick service restaurants appeal to all majordemographic groups. While demand largelydepends on consumer preferences and income,the industry centers around consumers who needquick and affordable meals (IBISWorld, 2016).

Pizza is a fast, easy dinner and a popular partymeal option. It is a staple food for millennials,as 96% of those aged 18-24 have consumedrestaurant pizza in the past three months.Millennials are price-conscious and like a varietyof options (IBISWorld, 2016).

While most consumers generally don’t havehealth concerns about pizza, women and moreaffluent individuals look for premium ingredientsand healthy options.

Advertising Target Market

2.6% of revenue in the pizza industry is spent onadvertising and marketing (IBISWorld, 2016).

Companies in the pizza industry are attemptingto use more of their revenues to promote theirbrand image and make their brand names morerecognizable (IBISWorld, 2016).

Due to customers looking for more healthyfoods, the pizza industry has had to change theiringredients and advertise these changes heavilyto new generations of customers who are nowentering the market (IBISWorld, 2016).

The pizza industry has had to alter its marketingstrategy to focus more on 18-30 year olds, asthey have more disposable income to spend onpizza (IBISWorld, 2016).

Quick service pizza is only purchased by a predominately young

market (Mintel, 2015).

Many consumers have not had delivery pizza, because it is

mainly available in cities (Mintel, 2015).

There is little differentiation among the main pizza brands for

consumers (Mintel, 2015).

Rising health concerns make pizza appear less attractive (Gagliardi,

2015).

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COMPETITIVE ANALYSISHistory

In 1958, Dan and Frank Carney borrowed $600 from their

mom to start what is now the largest pizza restaurant chain in

the world. (Hut Life, 2016) Pizza Hut is a fully owned

subsidiary of Kentucky-based Yum! Brands, which also

operates Taco Bell and Kentucky Fried Chicken. Pizza Hut

offers a broad variety of pizzas and toppings, as well as pasta

and chicken wings. (IBISWorld, 2016)

Slogan

"Make It Great"

Strengths

Pizza Hut is launching “Visual Promise

Time,” a feature that will allow customers to

monitor the progress of their pizza in an

effort to create an “uberization of customer

experience” (Taylor, 2016). The company

also partnered with Xbox 360 to create a way

to order pizza delivery directly through the

gaming console. (Mintel, 2015).

Current Ad Campaign

Pizza Hut recently did an ad campaign with

Marvel for their movie, Captain America:

Civil War. Contrasting the movie’s premise,

they emphasize that consumers don’t have to

pick a side when it comes to pizza. With Pizza

Hut’s new promotion, they can pick two

medium 1-topping pizzas for $5 each. (Hut

Life, 2016)

Advertising Spending

Pizza Hut invested $247.4 million in advertising in

the United States in 2013 (Statista, 2016).

Distribution

Pizza Hut has around 14,000 restaurants. Of these

locations, approximately 60% are within the United

States.

Target Market

Pizza Hut has a strong reputation as a family-

oriented, casual dine-in restaurant. Its delivery and

carryout options also reach the 18-24 demographic

Price Range:

$5 - $30 (PizzaHut, 2016)

Current Positioning

Pizza Hut is leading the Quick Service Pizza sector.

They control the biggest market share at

14.8% (IBISWorld, 2016).

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COMPETITIVE ANALYSISHistory

Founded in 1985 by “Papa” John Schnatter in

Jeffersonville, Indiana, Papa John’s has

grown to become the fourth largest pizza

chain in the U.S. (Papa John’s, 2016).

Slogan

"Better Ingredients, Better Pizza."

Strengths

Papa John's provides pizza and other

foods such as breadsticks and wings using

high quality ingredients. The company is

also known for its superior customer

service and efficient restaurant layout

(Papa John’s, 2016).

Current Ad Campaign

Papa John’s often teams up with

celebrities for major national ad

campaigns. These TV and radio

advertisements sometimes feature the

Papa John’s founder, “Papa” John

Schnatter as well. Papa John’s also uses

local TV and radio advertisements to

target customers within the delivery

range of a restaurant (IBISWorld, 2016).

Advertising Spending

The restaurant invested $187.2 million

in advertising in 2014 (Statista, 2014).

Distribution

4,700 restaurants in 50 states and 37 countries

(IBISWorld, 2016).

Target Market

Papa John's target customers who live in the delivery

range of one of the restaurants through local TV and

radio advertisements (IBISWorld, 2016).

Price Range:

$6 - $20 (Papa John's, 2016)

Current Positioning

Papa John's sales are expected to grow 4.2% per

year. This is slightly higher than the average

industry growth rate (IBISWorld, 2016).

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COMPETITIVE ANALYSISHistory

Founded in 1983, Jimmy John's started out of an

abandoned pizza restaurant in Illinois with just 4

sandwiches on its menu. Over time, it has grown

into a sandwich powerhouse with more than 2,400

stores and over 50,000 employees (Liautaud, 2016).

Slogan

"Subs so fast you’ll freak."

Strengths

Jimmy John's can cater to a large

number of people with their many

locations, online ordering, and fast

delivery. Their sandwiches also are

made with fresh ingredients.

(Jimmy John’s, 2016)

Current Ad Campaign

Jimmy John’s current ad campaign

relies largely on radio ads which

include their “fast talker” mascot. In

one recent ad, the fast talker stops a

fire faster than the fire department

and then offers the fire firefighter a

sandwich (Jimmy John’s

Advertisement, 2015).

Advertising Spending

Not available on AdSpender database.

Distribution

Jimmy John's has more than 2,522 stores

franchised (Jimmy John’s, 2016).

Target Market

Jimmy John's target includes Gen X, Millennials, and

those looking for take out food in the medium price

range (IBISWorld, 2016)

Price Range:

$4.25 - $8.95

(Jimmy John's, 2016)

Current Positioning

Unknown, as financials can only be estimated

because Jimmy John's is a private company. Sales

are estimated to be $3.10 million (Hoovers, 2016)

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COMPETITIVE ANALYSISHistory

Double Dave’s first began “slinging dough” in 1984 in College

Station, Texas. Founded by David Davydd Miller, the

restaurant is famous for their signature Peproni Roll and

Philly Cheesesteak Stromboli. The company started

franchising in 1995, with over thirty locations open in Texas

and Oklahoma. Double Dave’s is the official pizza of both

Texas A&M University Athletics and the University of Texas

Football and Basketball (Solé, 2016).

Slogan

"Since 1984."

Strengths

Double Dave's offers daily made, hand tossed

dough, sauces made from scratch, and fresh,

high quality toppings (Double Dave’s, 2016).

The company also sports a hometown

advantage, as it built from the ground up in

Texas by Texans. Double Dave’s combines its

homegrown history with its many affiliations

with colleges across the state to build customer

loyalty (Double Dave’s, 2016).

Current Ad Campaign

Double Dave's focuses on print advertising,

often partnering with local sports teams. The

company paid $75,000 to the University of

Texas in sponsorship (Bloomberg, 2016).

Advertising Spending

Not available on database.

Distribution

Double Dave’s currently has 31 locations in Texas

and Oklahoma.

Target Market

Double Dave's aims to reach 18-24 year olds

(IBISWorld, 2016).

Price Range:

$1.40- $30.00

(Double Dave’s, 2016)

Current Positioning

As a private company, sales for Double Dave's

was estimated at $25.09 Million (Solé, 2016).

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BACKGROUND & HISTORYDomiNick’s was founded in 1960 by Tom Monaghan in

Ypsilanti, Michigan. It was renamed Domino's Pizza in 1965. In

1967, the first Domino’s franchise store was opened in Ypsilanti.

By 1978, there were over 200 restaurants. Part of the appeal of

Domino’s was the 30 minutes or less guaranteed delivery time.

If a customer did not receive their pizza in 30 minutes or less,

the pizza was free. However, as Domino’s continued to grow,

this practice became harder to maintain and was discontinued

in 1993.

Over the years, Domino’s has been influential in several pizza

industry innovations. Domino’s invented the hot pizza bag, the

Heat Wave, in 1998. Domino’s was the first pizza chain to have

digital ordering in 2007. Recently, Domino’s has been

experimenting with purpose-built pizza delivery cars.

In 1998, founder Tom Monaghan sold the company to Bain

Capital Inc,. Since that time, Domino’s has continued its

innovative growth to become the second largest pizza chain in

the world, with a 9.6% market share and over 12,900 restaurants

in 80 countries. In 2012, Domino’s changed its name from

Domino’s Pizza to Domino’s (Domino’s, 2016).

http://dominos-pizza-cobat.blogspot.com/p/tom-monaghan-founder-of-dominos-pizza.html

http://www.dominosrecruitment.co.uk/history/

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CLIENT  INFORMATIONPrice Range:

$2.99 - $25.99Product Mix

Domino’s Menu can be broken up into

distinct areas:

Specialty Pizzas (Ex. Pacific Veggie)

Sandwiches (Ex. Buffalo Chicken)

Pastas (Ex. Chicken Alfredo)

Chicken Entrees (Ex. Hot Wings)

Breads (Ex. Stuffed Cheesy Bread)

Salads (Ex. Classic Garden)

Drinks (Coke Products)

Deserts (Ex. Cinna Stix)

Extras (Dipping sauces)

Domino’s first non-pizza menu item was

bread sticks, introduced in 1992. Domino’s

is also responsible for pioneering the first

pizza hot bag, the Heat Wave, in 1998

(Domino’s, 2016). 70% of the items on

Domino’s menu are new as of 2008. A

customer can also “build” their own pizza

by choosing the kinds of crust, sauce and

toppings they desire (Domino’s, 2016).

Distribution

Domino's has 12,500 locations in 80 countries (Hoovers,

2016). At least 5,000 stores are located within U.S. Some

exciting new international store locations include Belarus and

Cambodia (Passport, 2016). It is also worth noting that

Domino’s online presence is huge, accounting for more than

$2 billion in digital sales every year.

Current Target Market

During their “30-Minutes-or-Less” campaign, their target

market was consumers under 30 years old. However, they ended

up excluding 30% of their demographic who was over 49 years

old (Dean, 2010). Domino’s also did a drastic recipe makeover in

2008 to appease comments about their poor quality pizza. This

strategic move targeted an audience who had stopped ordering

Domino’s after their college years, impacting people who

actually see value as superior to price (Murphy, 2010).

Advertising Spending

Domino’s spent $269,285,708 on total advertising

in 2015, with the majority amounts going towards

Cable TV and Network TV ads. The company

spent significantly less on online advertising, both

“Search” and “Display," with a 2015 expenditure of

$27,636,554. Their year over year growth for their

internet search advertising was an impressive

91.8%, compared to their other media

channels (Redbooks, 2016).

Current Positioning

Domino’s is the second largest pizza chain in the world with a

9.6% market share and over 12,900 restaurants. Their retail

sales in 2014 were $8.9 billion with $4.1 billion domestically

and $4.8 billion internationally. The three largest markets are

the U.S. (5,245 restaurants), India (1,044) and the U.K. (895). 97%

of Domino’s restaurants are franchised (IBISWorld,

2016). Domino’s is consistently ranked one of the top five

companies in terms of online transactions against companies

like Amazon and Apple. More than 50% of U.S. sales come

from digital ordering channels with the Domino’s mobile app

covering 95% of smartphones (Domino’s, 2016).

Slogan:

"Oh yes we did."(Domino’s, 2016)(FastFoodMenuPrices, 2016).

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MARKETING EFFORTSIn the late 2000s, Domino’s was experiencing a big slump. They faced harsh, and vocal, criticism about

the quality of their products. The sauce tasted like “ketchup” the crust was “like cardboard,” and the

pizza as a whole was “totally void of flavor,” according to many consumers (Domino’s, 2009). However,

instead of running from this, Domino’s embraced the critics. In 2009, the company launched their

“Pizza Turnaround” campaign, which saw them encouraging customers to share pictures and stories

about their dissatisfaction with Domino’s pizza. At the center of the campaign was a television ad in

which the CEO, Patrick Doyle, and employees

throughout the company apologize and discuss

the reinvention of their pizza. Domino's

created a website which included a twitter

feed showing realtime posts about the “new

pizza," both good and bad. In December of

2009, it sent their head chefs out with a

camera crew to let some of the harshest

critics try the new recipe (Domino’s, 2009).

The risky campaign was an enormous success,

with sales at U.S. stores rising 14 percent in

the first quarter of 2010 and a 12 percent in

the third quarter, compared to a year before.

From the end of 2009 to late 2011,

Domino’s stock gained 233 percent. Continuing

with their “Mea Culpa” campaign, Domino’s

continued to open the floor for consumers.

It created website in July of 2010 where

customers could upload photos of their

Domino’s orders, and included some of the

worse photos in their televisions ads with

promises to improve. Domino's went so far as to

post customer feedback, both good and bad,

on a giant billboard in New York’s Times

Square in 2011 to further support their

dedication to facing the criticism (Jackson, 2011).

(http://www.adweek.com/adfreak/dominos-posts-customer-reviews-good-and-bad-times-square-133650

http://www.mediapoondi.com/2014/02/06/dominos-pizza-highlights-its-employees-creativity-in-latest-campaign/

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MARKETING EFFORTSSince the astonishing success of that campaign, Domino’s has committed to their promise to stay

honest. In 2014, the company launched their “handmade” campaign, showcasing actual Domino’s

employees who shared their passion for homemade pizza, as well as many other artistic talents. The

campaign showed that Domino's pizza isn’t mass produced by “punk teenagers,” but crafted with

care by people like Diego Garcia, a muralist from El Paso, Texas (Arbor, 2014). Domino's also

launched their mobile app, Dom, which allows customers to order pizza with a voice command. In

the ad campaign that followed, Domino’s continued to acknowledge the app's limitations, by

humorously showcasing what Dom couldn’t do, like taking your dog for a walk (Pozin, 2015).

In 2015, Domino’s decided to create its own

“pizza-delivery car” to promote its devotion

to the pizza delivery business. The ad

campaign began when Domino’s redesigned a

car (a Chevrolet Spark) with the express

purpose of keeping pizzas perfect from the

store to the customer’s home. Advertisements

for the car ranged from TV advertisements to

an interactive slideshow on the DXP’s website

that allows customers to take a “ride” with the

car from the store to their house. The main

features of the car were its fuel efficiency and

its oven to keep the pizzas warm on the way

to the customer (Domino’s DXP, 2015).

In the summer of 2016, Domino’s launched their

“Pizza Payback” campaign, building on their

promise to be honest and make things right. Again

they issued an apology, this time for not previously

extending their Monday through Thursday $7.99

large three topping pizza deal through the

weekend. In order to payback customers who had

been “overcharged”, Domino’s is letting customers

enter to win prizes like free pizza for a year, a large

neon Domino’s sign, and even a 5-foot by 8-foot

light up Domino’s Domino (Beltrone, 2016).

https://www.engadget.com/2015/10/21/dominos-dxp-pizza-delivery-car/

http://www.adweek.com/adfreak/dominos-apologizes-years-totally-overcharging-you-pizza-weekend-172609

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SWOT ANALYSISStrengths Weaknesses

Opportunities Threats

Brand Image

Technology

Vertical Supply Chain

Chinese Market

Dine-in Location

Pizza Theater

Healthy Options

Global Expansion

Direct and Indirect Competitors

Health Cousciousness

In 2009, Domino’s rejuvenated their brand with their Pizza Turnaround Campaign thatadvertised its changes to the pizza recipe and packaging. The highly successful tagline “Oh YesWe Did” and international marketing initiatives garnered a lot of global recognition and greatlyincreased brand awareness (Passport, 2016). Today, Domino’s is the second biggest pizzacompany in the world, and is the leader in its core market, the home delivery-takeaway (HDTA)sector.

Strengths

TechnologyDomino’s maintains a strong competitive advantage through technological innovation. Thecompany has used digital technology to acquire a large segment of the market, which allows it tooffer a higher level of convenience than its smaller competitors. Domino's offers a variety ofdigital ordering platforms that allows consumers to order online through the website, the mobileapp, Twitter, or Facebook Messenger (Passport, 2016). Consumers are also able to track theirorder through each of Domino’s five steps of the pizza-making process with its Tracker.Domino’s level of innovation in its digital channels helped it to generate 50% of its sales in the US.

Brand Image

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SWOT ANALYSISVertical Supply Chain

The Domino’s business model is highly profitable because of the company’s vertically integratedsupply chain. The company ensures quality and leverages economies of scale by selling its doughand ingredients to its own franchises (Jones, 2015). The model not only creates revenues bycharging royalities to its frachisees and lowering costs, but also strengthens relationships withinthe organization.

Weaknesses

Domino's operates on a 100% home delivery-takeaway model. While this idea is popular in theUnited States' fast paced culture, some countries lack developed channels for delivery pizza. Inmarkets like China and Brazil, Domino's has not effectively leveraged its experience in theindustry to figure out how to incorporate HDTA into the country's culture. Competitorslike Pizza Hut, who offer a premium-oriented full-service experience, are outperformingDomino's HDTA model in the Chinese market (Domino’s, 2016).

Low Number of Dine-In LocationsA majority of Domino’s locations are carry out or delivery outlets. There are very few dine-inlocations, which can be inconvenient to customers who want to sit and eat (Bhasin, 2015).

Opportunities

In an effort to improve the in-store consumer experience, Domino’s has been redesigning itsstorefronts to allow customers to watch their pizza’s progress with its “Pizza Theater” concept.The store will also include limited in-store dining and a TV Tracker. The initiative allows therestaurant to incorporate some aspects of a dine-in restaurant without compromising its homedelivery-takeaway core service. The company also hopes to increase foot-traffic by making thestore more inviting and entertaining (Domino’s, 2016).

Healthy OptionsChanging health trends have required many pizza chains to offer more healthy options.Domino's responded to these changes in consumer behavior by rebranding. The company hasbeen developing and promoting alternatives to pizza like salads, pastas, andsandwiches (IBISWorld, 2016).

Pizza Theaters

Developing the Global HDTA Market

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SWOT ANALYSISGlobal Expansions

Domino's has been expanding worldwide and is achieving rapid global growth with its masterfranchise model. The company's network consists of 12,530 stores in over 80 markets around theworld. Its most successful international markets have been the UK and India, where the HDTAconcept has worked well. While the US still accounts for a majority of global sales, the company'sgrowth is dominated by international markets (IBISWorld, 2016).

Direct and Indirect CompetitionDomino’s faces strong direct competition from other pizza restaurants like Pizza Hut or localpizzerias. It is also strongly challenged by the frozen or made-to-order pizzas sold by groceryretailers. A more serious threat to Domino’s is indirect competition in the quick servicerestaurant industry, such as McDonald's or Kentucky Fried Chicken. (IBISWorld, 2016).

Health Consciousness

With recent health trends, consumers are becoming more aware of what they are consuming andavoiding foods like pizza with high fat and sodium content when they dine out. The healthconsciousness of consumers is influencing an decrease in demand for pizza (IBISWorld, 2016).

Threats

The group visited the Domino’s on University Drive on September 19th. The first group that

went in consisted of Sean, Mary and Katie. They ordered at the restaurant and got a large

pepperoni pizza, lava cake, and pasta. It took approximately 20 minutes to receive the food.

Sean, Katie and Mary observed that while the employees seemed to be working hard, they were

somewhat abrupt when taking the orders.

Pierce and Alana visited the store an hour later after placing an online order for another large

pepperoni pizza. Upon placing this order, Pierce was sent an email that included an order

tracker. When the order tracker indicated that the order was ready, Pierce went to pick up the

pizza with Alana. Upon entering the restaurant, Pierce and Alana noticed several things. First, the

restaurant was designed with delivery and carryout in mind. There were no areas to eat at the

actual restaurant with only a bench where a person could sit and wait. The restaurant was

relatively clean and had recently been redone, however there were many flies inside. The

employees were less abrupt when dealing with Pierce and Alana; however, they were working

just as hard as before. In the end, the mobile ordering application worked flawlessly, and the

pizza tracker was helpful in determining when to pick up the pizza.

Domino's process of making the pizzas in the kitchen was a lesson in efficiency. An order would

come in by phone or online and would appear on the screens which hang above each work

station. Each work station had its own specific purpose and there seemed to be several people

making pizza after pizza. There were two to three employees who seemed to float between

answering the phone, processing the cash register and handing out completed orders.

The actual product was delicious. The pizza came out hot and had an even number of pepperoni

per slice. The pasta entree was voted mediocre by the group and would not have chosen again.

The lava cake dessert, while not everyone's favorite, was also popular.

The group’s trip to Domino’s was a success and everyone in the group agreed that they would go

again. However, it was decided that online or mobile ordering was much faster and more

efficient.

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ETHNOGRAPHIC RESEARCH

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TARGET MARKET  IDENTIFICATIONCandy is a 21-year-oldfemale from Houston,Texas. She is a seniorSupply Chain Managementmajor at Texas A&MUniversity because shevalues efficiency andtechnology. She is adedicated student, and isa leader in several of herorganizations. In addition to her extracurricular activities,Candy works as a student worker at Mays BusinessSchool and makes $8 an hour. Working her way throughcollege, Candy tries to save money to cut costs. She isalso active, and tries to be conscious of the food she eats.In her free time, Candy enjoys watching Netflix,shopping, and hanging out with friends and family.

The target market of 18-24 year oldsaccounts for 9.9% of the total U.S.

population (Mintel, 2011). Of these, 60% areattending college, either full or part-time

(Mintel, 2011). Approximately 45% socializeonline, and are far more likely to makespontaneous plans to do activities than

adults as a whole (25% versus 15%) (Mintel,2011). Key characteristics for the majority

of this market are as follows:Early adopters of technology

College studentsSmall income

Group oriented (Mintel, 2011).

Demographic Characteristics

How to Reach Target Market

The 18-24 year old demographic are morefamiliar with new technology, therefore

marketing to this group should bechanneled through social media, onlinegaming, and mobile apps. Using productplacement or targeted advertising with

these platforms, companies can increasebrand recognition and connect with the

market segment. Near college campuses, orother areas with high concentrations of 18-24 year olds, businesses can reach the target

market in the evening or weekendmornings, when they typically make plans.

Limited time promotions are a way toencourage participation for this segment.

Tyler is a 24 year old malefrom Dallas, Texas. He is asenior Mathematics majorat Texas A&M University,

because he loves thecampus culture and the

quality of academics.Tyler is dedicated to his

studies, and is a bartender at a local restaurant making

approximately $7.25 an hour plus tips. He pays his ownbills and tuition, causing his extended stay in school, andhis focus on saving money. He spends his free time with

friends, going to bars and parties, and with his dog.

www.shutterstock.com

http://i.huffpost.com/gen/1618491/images/o-GIRL-COLLEGE-facebook.jpg

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TARGET MARKET ANALYSISSurvey

Our survey received 86 respondents consisting of eleven 18-19 year olds, fifty-two 20-21 year olds,twenty-two 22-23 year olds, and one 24 year old. Our group obtained responses by posting thesurvey on social media sites such as Facebook and GroupMe, as well as by reaching out to variousacquaintances within our target market. Our target market was 18-24 year old college students who,in particular, actively order pizza from delivery locations.

We sought to uncover which were their favorite pizza restaurants, how frequently and by whatmethods our target market was ordering pizza, the most and least impressive parts of the Domino'sexperience, and this open-ended question: If Domino's were a person, how would you describethem with one word? This was a utilization of the word association projective technique, and whilewe did not have many words that were repeated, it was helpful to form a visual image of how ourtarget market views Domino's. We also used the completion test by giving this prompt: The bestpart about Domino's pizza is ___.

In College Station, the pizza restaurant favorites were Antonio's Pizza, which is a local joint onNorthgate, and Gumby's, which is also a fairly small business, with only 10 locations in the nation. Itis interesting to note that college students seem to be drawn to mom-and-pop pizza shops, eventhough they don't offer the delivery or mobile ordering that larger chains do.

Pizza is definitely a staple among college students, with 40.7% of our sample consuming it once amonth, 29.1% once every 2 weeks, and 11.6% even once a week. Carryout proved to be the preferredmethod for 50% our our surveyed target market, with delivery coming in second and dine in, third.Thanks to recent movements toward digital capabilities, online ordering was the more popularoption over calling in. On a scale of 1 to 5, 64% of our sample rated the importance of mobileordering as being a 4 or 5.

Fortunately for Domino's, they seem to be the preferred brand among their competition, includingPizza Hut, Little Caesar's, Papa John's, and Double Dave's. In addition, a whopping 96.5% of oursample had ever ordered from Domino's. This indicates that, while there may be other features thatDomino's could address, they have cultivated brand awareness extremely well.

Speaking of improvable features, the top two aspects that surfaced in our survey as the leastimpressive were the speed of delivery and carryout, and the taste and quality of their pizza. Someof our favorite descriptions of Domino's as a person were tasty, corpulent, peppery, beautiful, zesty,meh, and steadfast.

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TARGET MARKET ANALYSISIn-Depth Personal Interviews

In addition to surveys, we also held in-depth interviews with five different college students. Basedon the first question, which asked about the consumer’s most memorable pizza experience, it wasclear that personalization, good service, and a variety of foods were what caused consumers toremember their interactions with pizza delivery services.

Through other questions it became clear that most consumers have their pizza delivered when theyare feeling “lazy” or during times that other food options are unavailable. They also order pizzawhen they have group activities and need to feed several people. When asked specifically aboutDomino’s, the interviewees had generally favorable reactions. One popular feature that Domino’soffers is their garlic crust, as well as the option to order gluten-free products. The buy-one-get-one-free special and the rewards program were other very important promotions to theinterviewees.

When asked to describe a Domino’s customer, common themes included someone that does notwant to cook for themselves or someone who is ordering for their family. But it was also noted thatinterviewees mentioned that Domino’s had options for everyone and that it was readily available inmany places for many different types of consumers. Most of the respondents actually stated thatthey order from Domino’s the most, and when mentioning the competition they said largelynegative things. They did have some complaints about Domino’s, such as long delivery times, foodquality, and sometimes high prices.

CitationsMintel. (2011) Social Dynamics of 18-24 Year Olds: 18-24s Represent 10% of US Population. Retrieved September 26, 2016, from Mintel Academic Database. http://academic.mintel.com.ezproxy.library.tamu.edu//display/602714/Mintel. (2011) Social Dynamics of 18-24 Year Olds: Priorities of 18-24s. Retrieved September 26, 2016, from Mintel Academic Database. http://academic.mintel.com.ezproxy.library.tamu.edu/display/602719/Mintel. (2011) Soical Dynamics of 18-24 Year Olds: Online Socializing. Retrieved September 26, 2016, from Mintel Academic Database. http://academic.mintel.com.ezproxy.library.tamu.edu/display/602724/Mintel. (2011) Soical Dynamics of 18-24 Year Olds: Establishing Social Plans. Retrieved September 26, 2016, from Mintel Academic Database. http://academic.mintel.com.ezproxy.library.tamu.edu/display/602723/Mintel. (2011) Soical Dynamics of 18-24 Year Olds: Executive Summary. Retrieved September 26, 2016, from Mintel Academic Database. http://academic.mintel.com.ezproxy.library.tamu.edu/display/602723/

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SURVEY RESULTS

What is your gender? Please indicate your age.

What is your favorite pizza restaurant in College Station?

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SURVEY RESULTSHow often do you eat pizza? Which ordering method do

you choose most often?

Do you call in your order or order

online more often?

How important is online/mobile

ordering to you?

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SURVEY RESULTS

Have you ever ordered pizza from these restaurants? (Check all that apply)

Have you ever ordered

pizza from Domino's?

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SURVEY RESULTSIf you have ordered pizza from Domino's, which part of the experience

were you most and least impressed by?

If Domino's were a person, how would you describe them with one word?

Some responses include:

Acquaintance. Adequate. Alright. Amazing. Average. Awful. Awesome. Beautiful.

Bleh. Cheesy. Comforting. Corpulent. Crusty. Decent. Delicious. Dependable.

Easy. Efficient. Ew. Faithful. Fast. Fat. Flavorful. Fly. Generous. Good. Granola.

Greasy. Great. Harambe. Irrelevant. Italian. Likable. Loud. Mediocre. Meh.

Normal. Okay. Peppery. Plug. Quick. Reinventing. Reliable. Simple. Slow. Solid.

Steadfast. Tasty. Unhealthy. Unoriginal. Yummy. Zesty.

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SURVEY RESULTS

Please complete the sentence. "The best part about Domino's pizza is _____"

Some responses include:

Garlic crust. Price. Ease of ordering. Value. Flavor. Taste. Balance of cheese and

sauce. Nothing. Crust. Sauce. Toppings. Accessibility. Thin crust. Options. Easy.

Convenience. $7 pizza. Coupons. Pizza tracker. Fast delivery. Fills you up. Gluten

free. Cinnamon sticks. Online ordering. Mobile app. Pasta. Carry out. Pepperoni

pizza. Dessert. Consistency. Extra sausage. Efficiency. Location.

http://www.huffingtonpost.com/2015/05/13/dominos-pizza-emoji-twitter_n_7272138.html

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PERSONAL  INTERVIEWS

What’s the most memorable experience you’ve ever had with take out pizza?

A. 21 year old Caucasian female

B. 21 year old Taiwanese-Chinese female

C. 21 year old Caucasian male

D. 20 year old Caucasian male

E. 20 year old Hispanic male

http://www.apicmn.org/chapter/focus-groups

A. This weekend, I had Domino’s in Fort Worth after a day of registry shopping. My fiance and I wanted to

eat pizza and watch Friday Night Lights. We’re both gluten free and they had a buy-one-get-one-free deal,

which is why we picked Domino’s.

B. Domino’s Lava Cakes. When you are studying late at night and your friends want to order pizza, I also get

lava cakes to top it off. They are super delicious and a reward for all of my hard work.

C. I told a Papa John's dude to draw a dinosaur on the inside lid of the pizza box and he did it.

D. Went with friends to Gumby's at 3 am and then brought it back to dorm and convinced someone that I

was a German foreign exchange student. Don't know if he ever realized I wasn't.

E. I was coming back home and ordered pizza from Domino’s on my way back. The pizza guy beat me to

my house and when I got there, he just was sitting at the door sitting down. It was kind of weird.

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PERSONAL  INTERVIEWS

A. Lazy, at home, chilling, long day. No energy to make food or go somewhere.

B. I order pizza when I am in my room, probably in the evening when I’m hungry. Another context would

be while hanging out with friends, whether that be while studying or just hanging out.

C. I’m tired, and lazy. Or drunk.

D. Later in the day, when other things aren't open. Hanging out with friends, or I realize I haven't eaten.

E. Usually hungry and kind of lazy.

What context are you in when you order food?

How often do you order out food? What types of food do you order out?

Why do you prefer to order that over another product?

A. Probably 2 or 3 times a month. Usually pizza. Never really tried other products, not aware of all the

options.

B. I would say at least once every two weeks. That usually will consist of pizza, and not any other types of

food. I think that people associate pizza with takeout, ordering and delivering it, because of the way pizza

has grown. I personally like it more because I like carbs. It’s fast, convenient, and you get your bang for your

buck.

C. Too much, i.e. 2-3 times a week. Pizza and Japanese food. Because of personal food reasons? Duh.

D. 2 times a week. Pizza. Maybe Chinese food. It's convenient. I like it. It's generally pretty cheap.

E. I have recently been getting a pizza from Domino’s at least once a week. Domino’s has been offering a

two for the price of one large pepperoni pizza if you order online so I have been taking advantage of that.

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PERSONAL  INTERVIEWS

A. Domino’s - solid. Pizza Hut - don’t remember. Jimmy John’s - never tried it. Double Dave’s - love, but I

can’t eat it anymore because there are no gluten free options.

B. I order a lot from Domino's because they have deals a lot during the week that are great for a single

person, or someone who wants to eat with friends. The quality meets my expectations. For Pizza Hut, I first

think of family sized. It seems like they target families more with large deals, and they have family sized

meals. Personally, I think their pizza is greasy. For Jimmy John’s, I have heard that people really enjoy their

sandwiches and that they deliver. I ate there once, but did not enjoy the experience because it was a weird

sandwich. Double Dave’s: I haven’t been there personally but I have had it at school events and meetings.

They are publicized well at events like Maysfest. People typically enjoy their pizza.

C. Domino’s has the best crust, Pizza Hut is meh, I’ve never had Jimmy John's, Double Dave's has best the

best cinnamon sticks.

D. Domino's - pretty good pizza. Middle class pizza. Not to expensive, but pretty good. Is there for

you. Pizza Hut- rich cousin of Domino's. Fancier, a little more expensive. Jimmy John's- only been once.

With Ex. Not fond memories. Double Dave's- pretty good. Pizza rolls. Not been there a lot. Pizza has weird

crust.

E. I enjoy Domino’s the most out of all of these. I haven’t had Pizza Hut in a while. I only really eat at Double

Dave’s for the buffet which is only good if you want a lot of food. I do not like Jimmy John’s.

What is your perception of Domino’s, Pizza Hut, Jimmy John’s, and Double

Dave’s?

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PERSONAL  INTERVIEWS

What pizza place do you think most people prefer?

What is your idea of a Domino’s customer?

A. Pizza Hut.

B. On a national basis, my guess, with a little bias, would be Domino’s, Pizza Hut, and then Papa John’s in

that order.

C. Gumby’s is really popular. Domino’s is really popular too. Antonio’s also (this is his favorite).

D. Domino's is pretty popular. Does well based on commercials. Double Dave's comes up a lot locally.

E. Other than Domino's, Double Dave’s probably. I see it catered a lot.

A. Someone who goes to Domino’s more so than other places, possibly gluten free because the only other

place that offers gluten free is Hungry Howie’s. Domino’s is well rounded at reaching a lot of people and

exists in most places, different areas.

B. I guess my idea of a Domino’s customer is probably more family oriented. Actually, I don’t know. Who

eats pizza? College students. But I’m in a college town… Honestly, anyone. Their target market is very

encompassing.

C. A frugal college student, and or lazy parent.

D. Single or in a casual relationship, 18-30. Either some sort of job or go to college. Generally ordering pizza

with other people.

E. A person at home who doesn't want to cook himself.

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PERSONAL  INTERVIEWSWhat is something you like about Domino's?

What is something you don't like about Domino's?

A. Gluten free, and their buy-one-get-one-free deal a couple times a year. You can feed yourself for a couple

meals.

B. The reason why I like Domino’s is probably because of its quality, price, and reliability. As a college

student, these are all important because we want good pizza at a cheap price and want it delivered on time.

Something they do well on is that they track your number and your recent ordering history, which makes it

easier and faster to order. Online they also have a rewards program, and I utilize that often.

C. The garlic crust. The price is really good too, cheap and not bad quality. You can get twice as much of it

as you can of the same price for Antonio’s.

D. Crust is pretty good. Thin crust is a fave.

E. The pizza is usually good, delivery doesn't take too long, the store isn't far from my house.

A. They don’t have a thicker gluten free crust, and for that buy-one-get-one-free deal you have to go pick it

up. They don't deliver for that deal.

B. On separate occurrences, they have under cooked their dough and their cinnamon sticks, which we have

called them back and notified them about. But when we called them back, they gave us store credit, which

we applied the next time we were ordering.

C. Long delivery times. They do NOT have good cinnamon sticks. (goes on to swear for a bit about how he

hates their cinnamon sticks.)

D. It can be a bit expensive if you get too fancy with it.

E. When I ordered anything other than pepperoni, they skimp out on the toppings.

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KEY RESEARCH INSIGHTS

As Americans continue to pay attention to how

food affects their health, Domino’s has also

made an effort to address the needs of its

consumers. One participant in an interview

said that her main reason for ordering from

Domino’s consistently was because it provided

gluten free options. This was important to her

because other pizza delivery chains do not

provide options that meet her dietary needs.

According to our secondary research, during

the “Pizza Turnaround” campaign, Domino’s

made an effort to listen to what customers

were looking for in their pizza, and reinvented

their recipe to fit emerging needs in the

market. This is one of their biggest strengths,

as they are willing to adapt themselves to fit

what customers want over time.

Embracing a healthier focus.

Reliable, convenient, consistent, and affordable.

Domino’s has several strengths and a largely positive response from consumers in our target

demographic. According to our primary research, both its online and mobile ordering seem to work

flawlessly. This is a huge advantage in a demographic that embraces innovative technology. It’s also

important to note that those interviewed said that the mobile ordering works on a variety of phones

and operating systems. The pizza tracker is also a valuable tool, especially when using the carryout

option. It allows users to accurately determine when their pizza is ready to be picked up.

Another strength determined from our primary research was that consumers are impressed by the

many deals and promotions offered by Domino’s on a regular basis. One of the most commonly

mentioned benefits in our survey was value and pricing, which are important features for the often

tight-budgeted 18-24 year old target demographic. Even Domino’s current campaign (the “Payback”

campaign) emphasizes giving more value than ever before.

https://www.glassdoor.com/Overview/Working-at-Domino-s-EI_IE2770.11,19.htm

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KEY RESEARCH INSIGHTS

Honesty and good listening.Good consumer relations are incredibly important to Domino’s. During their biggest campaign, the

“Pizza Turnaround” campaign, Domino’s put a huge focus on being honest, accountable, and fair.

During the campaign, they wanted to hear about customer experiences and portrayed these honestly in

their advertisements. Using the customers’ inputs, Domino's redesigned their pizza and worked hard to

stop customers from leaving with a negative experience. The company has since then always responded

to negative feedback by acknowledging their mistakes and then doing everything it can to make up for

them. Their newest “Payback” campaign

does just that, since it is to help smooth relations

with customers that were overcharged previously.

In our primary research, we found that Domino’s

made a mistake for a very large order for the

Finance department at Mays. To rectify the

situation they not only made that order free,

but allowed the department to order another

large order completely for free at a later date to

make up for their mistake. Another interviewee

talked about how when their food was under

cooked, she was able to contact Domino’s and

receive store credit.

A lack of enthusiasm and an inability to stand out of the crowd.

There are many options for consumers in the pizza delivery market, and Domino’s tends

to blend into the crowd. For instance, in response to the survey question “If Domino’s was

a person, describe them with one word,” several participants used words like “adequate,"

“acquaintance," and “okay.” This is one of the brand's biggest weaknesses, as it has not had

any large or memorable advertising campaigns since the “Pizza Turnaround” campaign in

2010. Besides its crust, which many participants said was the best part about Domino’s

pizza, most said their favorite part was just that it was “cheap” and “easy.” These are not

favorable attributes for a company to embody, and Domino’s should work to be seen as

something desirable instead of just attainable.

http://pizzaturnaround.com/

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THE PROBLEM

After conducting research, we have found that a major issue

Domino’s faces is a lack of customer identity. Consumers do not

see themselves as Domino’s customers, they see themselves as just

people that buy Domino’s pizza. They don’t take ownership of

their participation in the brand. This issue stems from a few key

factors.

Consumers view the identity of the average Domino’s customer as someone seeking

something cheap and easy. Anyone can be a Domino’s customer in certain situations; for

instance, when they need quick food late at night, or when they are trying to feed a large

group. Because everyone is a potential Domino’s customer, individual consumers

don't identify personally with the brand.

In our survey, we found that a majority of people found Domino’s to be “alright," “average,"

or “adequate.” “It meets expectations,” but doesn’t go beyond. The participants of our

personal interviews said they ordered Domino’s because they didn’t have other options or

didn’t feel like putting in a lot of effort. Domino’s is the lazy alternative. Instead feeling

pride in being connected to a brand, they may even feel shame that they were lazy and

settled for the convenient option instead of better food. This again, prevents people from

associating themselves with the brand and building loyalty to the company.

Our target market of 18-24 year-olds is increasingly looking for healthier options and

identifying with a more health-conscious lifestyle. However, they don’t see Domino’s as part

of that lifestyle. In our survey, participants called Domino’s “greasy” and “unhealthy,” with

few knowing about or considering options offered beyond normal pizza. Customers who

did know of their healthier options, like their gluten-free options, cited that as a major

reason for choosing Domino’s. This shows that consumers are willing to trust Domino’s in

terms of healthier food, but few know about these options.

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CAMPAIGN OBJECTIVESMarketing Objectives

Communication ObjectivesThere are three communication objectives. First, increase awareness of Domino’s healthier

options. Second, in a recent survey, only 28% of respondents felt that the quality of the pizza

was the best thing about Domino’s. We seek to increase this rate by 8%. Third, increase

Domino’s social media presence by increasing Domino’s number of twitter followers

(1,096,561) by 20,000 (IBISWorld, 2016).

Awareness 90%Increase national awareness of the variety of products and the potential opportunities for consumption.

- TV commercials: focus on prime viewing times for our target market, i.e., college students. Late night TV,after school hours, college-oriented television series or movies.- Print and web banner ads: still shots from our campaign on websites, in college newspapers, collegebookstore posters, etc.- Social media accounts: mainly Facebook, Instagram, and Snapchat.- Billboards and building ads: located in prime locations, such as near apartment complexes or collegecampuses.

Familiarity 70%Raise knowledge of the diversity of food and ordering options.

- Increase knowledge of healthier options: gluten-free, salads, vegetarian.- Increase understanding of electronic ordering: online, apps, account ordering.

Preference 25%Build a consumer preference for Domino’s products by focusing on target demographic’s tastes.

- Focus on student needs, such as budgetary constraints and late night hours.- Emphasize strongest product qualities, such as the pizza crust and ease of ordering.

There are two marketing objectives for this campaign. First, increase Domino’s market share in the

pizza industry from 9.6% (2015) to 9.8% (2016). Second, increase revenues in quarter 3 of 2016 from the

$547,341,000 collected in quarter 2 of 2016 (IBISWorld, 2016).

Brand Funnel

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CAMPAIGN OBJECTIVES

Quantifiable

Identify a TargetAudience

Benchmark andDegree ofChange Sought

Specified TimePeriod

Trial 20%Encourage target market to try products.

- Promotions: coupons included with textbooks, free breadsticks or dessert with large pizza.

Repurchase 5%Become the go-to pizza delivery brand for current and new consumers.

- Membership rewards: free or discounted products to loyalty customers, sweepstakes entries.- Social Media interactions with customers.- Coupons on the boxes.

Marketing (Sales) Objective Communication Objective

Increase market share

Increase revenues from Q2 of2016

Increase awareness of Domino’shealthier options.

Reposition Domino’s to be seen as ahaving higher quality pizza.

Increase use of social media.

College Aged Consumers(18-24)

College Aged Consumers(18-24)

Increase market share from 9.6%in 2015 to 9.8% in 2016

Increase revenues from Q2 of2016 ($547,341) by 5%

In recent survey, 28% of responsesindicated that the quality of Domino’spizza was the best thing aboutDomino’s.

Increase this rate by 8% to 36%.

Increase Domino’s twitter followers(1,096,561) by 20,000.

8 weeks 8 weeks

DAGMAR

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CREATIVE BRIEF

We want to distinguish Domino’s from other pizza delivery brands and positionourselves as unique, fun, and authentic to our target audience.

Why are you advertising?

Who are you talking to?

We are targeting college students aged 18-24, whose budgets and lifestyles areappropriate for delivery pizza.

Currently, our target market views Domino’s as “adequate,” “dependable,” and“easy.” However, there are some mixed reviews that describe the pizza as “greasy,”“mediocre,” and “unoriginal.” Domino’s is an affordable, easy option, although it israrely viewed as superior to other brands in the same industry.

What do they currently think or know about the brand?

What would you like them to think or know about you?

We want consumers to think of Domino’s as a brand that continues to recreate andimprove itself while maintaining its image as wallet-friendly and reliable.Consumers should be able to feel that they are connected to Domino’s rich history,while also feeling integrated into the new Domino’s generation.

What would you like them to think or know about you?

Domino’s Pizza will be there for you every step of the way. From date nights tostressful studying to post-workout snacks to late night hunger strikes, Domino’scan and should always be your number one option.

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INSIGHTS & PROBLEM: REVIEW

Domino’s is a good listener. Through the years, they have responded to customer needs and desires. The

company has created a solid track record of acknowledging their shortcomings and humbly addressing

them. Their “Pizza Turnaround” campaign

showcased their focus on honesty, accountability,

and fairness. They apologized for the declining

quality of their pizza, and rejuvenated the recipe

by listening to customers in focus groups and

social media.

Our research also showed that Domino’s

anticipates customers' needs through their many

ordering options and promotions. They display a

willingness to grow and a desire to improve each

customer’s experience. They have incorporated more healthy options into their menu to adapt to the

growing trend toward healthier lifestyles, and have added gluten free options for customers with dietary

restrictions. In addition to addressing problems on a large scale, Domino's is committed to maintaining

excellence for each customer. One of the people we interviewed elaborated on a time when she was not

satisfied with her order. She contacted Domino’s, and they refunded her with store credit.

Honest and Responsive

Lack of Company IdentityIn a highly competitive market, Domino’s does not

stand out from the crowd. To many customers, it is

just another pizza place. Domino’s is viewed as a

fallback option when it is too late or customers are

too lazy to get better food. This stems in part from

Domino’s image as a average quality brand. In our

survey results, participants described Domino’s as

“cheap,” “easy,” and “adequate.” Another factor is that

customers do not associate themselves with

Domino’s as a brand. Consumers buy Domino’s

when they are in limited circumstances, and not

because they are loyal to the brand.

Lack of Customer IdentityIn our personal interviews, many participants

described their idea of the average Domino’s

customer as someone who is looking to quickly and

easily get food for a large group or late at night. They

didn’t give a clear answer for the identity of the

average customer, but instead illustrated the average

situation in which someone becomes a Domino’s

customer. These participants viewed their connection

with Domino’s as a circumstantial need rather than

an intentional loyalty to the brand. In a sense,

everyone is a Domino’s consumer, but no one sees

themselves as a Domino’s customer.

http://time.com/4015967/new­york­jets­bryce­petty­pizza­controversy/

Feed Your Fun

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IDEA PITCHES

Domino’s can be enjoyed in a variety of activities.

The objective of this ad campaign is to showcase

the different situations where Domino’s can feed

your fun and encourage customers to share their

own experiences on social media.

We believe this campaign will encourage user

generated content. This will help Domino’s

develop their customer relationship. The

campaign will increase market share and sales

by spurring members of our target market to

choose Domino’s in more situations rather than

just as a late night, last resort. When customers

see Domino’s as a more desirable option, their

perceptions of its quality increase as well.

This campaign can help us reach our target

market by motivating them to connect our brand

to activities within their everyday lives. It will

cause consumers to see Domino’s pizza as an

addition to their lives. A hot slice of Domino’s

pizza is perfect for a movie night with friends,

and leftovers are a great snack after morning

yoga.

Domino's Throughthe Decades

As customers have changed through the decades, so has

Domino’s. We want this generation of our target market

to shape the their generation of Domino’s. The goal of

this campaign is to highlight Domino’s innovative

history and engage consumers in writing the next

chapter through ads that encourage customer

interaction on social media.

This campaign will help us achieve an increased

awareness and social media presence through ads that

encourage conversation about the brand and its

relationship with our target market. People will

appreciate the options that Domino’s offers if they had

a part in deciding those options. These customers will

be more engaged in Domino’s brand identity and more

likely to feel pride in the product. This will drive up

sales and market share.

This campaign will reach our target market by allowing

them to shape the brand of Domino’s and how they

view it, causing them to connect to it on a more

personal level. With ads showing how Domino’s has

evolved through the ages, we will encourage consumers

to see the brand as it is today as a part of their

generation, focusing on social media and user generated

content.

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BRAINSTORMED IDEASSlogans

1. Feed Your Fun

2. Define Your Domino’s

3. Slice Up Your Life

4. What Next?

5. It Ain’t Easy Bein’ This Cheesy

6. Tackle Your Toppings

7. #CrustLife

8. #CrustforDays

9. We’re the Ones with the Crust

10. Don’t You Wish Your Pizza Had Crust Like

This?

11. Your 2 AM Phone Call

12. #WatchMePepperoNaeNae

13. #HitTheQrust

14. #PizzaProTip

15. Today’s Dinner, Tomorrow’s Breakfast

16. Just Admit It: You Like Cold Pizza

17. In the Name of Pizza

18. I Needa One Slice

19. You Know You’re Hungry

20. MCM: Your Pizza Delivery Guy

21. WCW: Your Pizza Delivery Gal

22. Domino’s & Chill

23. Pasta Pals

24. Treat ‘Yo Self

25. You Deserve It

26. Sucker for Pizza

27. Draw on Your Domino’s

28. Be the Crust

Ad Campaigns

29. Showcase of moments and activities where Domino’s is

enjoyed

30. Domino’s through the Decades

31. Next Page of History

32. Dorm Hallway Door-to-Door commercial

33. Your Best Friend: Domino’s

34. Gluten-free Emphasis

35. Partner with local food banks

36. Feed Two for One: a pizza is donated for every pizza

purchase

37. Domino Art/The Art of Domino’s

38. Identify with Domino’s

39. Sponsor new, innovative startups

40. Scholarship program for young innovators

41. Local pizza of the month

42. Celebrity endorsement

43. Noid’s Comeback

44. New spokesperson for Domino’s

In-Store Ideas

45. Local feel in franchises (i.e. Aggie memorabilia in

College Station stores, Bulldogs memorabilia in Georgia)

46. History of company

47. Employee pictures and blurbs about owners of

individual franchise

48. Local Philanthropy: middle, high school, and college

athletics & extracurriculars

49. Domino’s Merchandise: pizza onesies, pizza socks, etc

50. Free wifi and seating in college town locations

51. Free of flies

52. Improved customer service

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BRAINSTORMED IDEASSocial Media

53. General content improvement:

regularly post photos of pizza, deals, and

employee photos

54. User-Generated Content: videos of

them combining popular songs with

pizza

55. UGC: Tell your most memorable

pizza/Domino’s story (Jimmy Fallon

style)

56. UGC: Current Domino’s experience

with hashtag (#feedyourfun or

#defineyourDominos)

57. UGC: Create the new combination of

toppings for our menu

58. UGC: Pizza slap videos

59. UGC: Drawing on the box contest

60. UGC: Create the next Domino’s

menu item contest

61. Promotions on Hooked app

62. Promotions on Pocket Points app

63. Domino’s Spotify playlist

64. Instagram account alive and relevant

65. Facebook presence alive and relevant

66. Twitter presence alive and relevant

67. Tumblr presence alive and relevant

68. Snapchat presence alive and relevant

69. Snapchat pizza face filter

70. Snapchat geofilter for Domino’s

locations

71. Pinterest: pin your pizza

72. Regional Domino’s Ambassadors

around the world

73. Domino’s meme generator

Publicity Stunts

74. Viral videos for desserts (an exploding lava cake)

75. Domino's car that gives away free pizza

76. Domino's Cab, but with pizza

77. Pizza and Puppies during finals

78. Domino's in Mid-Air (a skydiver eating Domino's)

79. Flashmob pizza party with choreographed danced

80. Pizza truck featuring new pizza creations that travels the

country

81. Scavenger hunt

82. Domino's party bus

83. Pizza pop up store

84. Street art pizza

Promotions

85. Dress up like a piece of pizza, get a free pizza

86. Late night happy hour

87. Tweet a picture of your A, get a free lava cake

88. Wings Wednesday with half priced wings

89. Buy one salad, get one free

90. Buy one pasta bowl, get one free

91. Free breadsticks with large pizza

92. Free soda liter with large pizza

93. Name your baby Domino’s Pizza, get free pizza for 5 years

(Must show birth certificate)

94. Holiday Pizzas

95. Pizza eating contest (only Domino’s)

96. Pizza war (Domino’s vs Pizza Hut)

Miscellaneous

97. Domino’s stickers

98. Domino’s tattoo for 1 year of free pizza (must be real tattoo)

99. Pizza jousting (Renaissance Fair)

100. Pizza poetry

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THE BIG  IDEADomino'sThrough

the Decades

Concept & Theme The Domino’s Through the Decades campaign is a two part

campaign aimed at increasing brand loyalty and customer

identity within the target market of 18-24 year olds. The first

part will be a series of print and video ads, highlighting

moments throughout Domino’s history, from its beginnings

as the small Dominick’s Pizza store, up to the worldwide

spread of the company today, and how it has been a part of each defining generation of the decade. A main

video ad will be run on television networks such as College Humor, Comedy Central, and ESPN, which are

popular channels with our target market. Shorter clips will be aired through online content websites such as

Youtube, Hulu, and Facebook to reach viewers online. These shorter videos will focus individually on a specific

point in time or decade, allowing viewers to learn more in depth about Domino’s history. Each one of these will

only play for ten to fifteen seconds, with the text at the end “Learn this story, make your own! #DomiNOW”.

The text will be clickable to allow viewers to go to the Domino's website, which will include a short bio on thescene they saw as well as a description of how they can connect their social media

accounts to earn points for creating their own “stories” (explained in the next

section). The print ads will be placed on billboards and run in publications directed

at the target market. Similar to the shorter clips, the print ads will feature still shots

of moments throughout Domino’s history. At the end of every video and on all

print ads will be hashtag #DomiNOW to encourage consumers to interact with us

online, leading to the second part of the campaign.

The second half focuses on user generated content. We will encourage

consumers to share tweets, statuses, and photos of how they enjoy Domino’s,

encouraging them to share new and novel experiences they can add Domino’s to.

To help increase the likelihood of this online communication, Domino's

will share some of the most interesting and memorable posts on their own Twitter, Facebook, and Instagram accounts. Another incentive will be to link their social media to their

Domino’s account. For every post using a campaign hashtag, we will reward them with points that can be

redeemed for discounts on their Domino’s orders. In addition, we will create a Domino’s Snapchat story, which

customers can access when they are located near a Domino’s store, where they can submit pictures or videos of

them enjoying Domino’s. Content submitted to the story will be reviewed for inappropriate elements before

being added to the story, as will all content shared through other Domino’s social media accounts. This will

prevent the hashtags from becoming too visibly abused and decrease the chance of negative backlash for the

campaign.

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THE BIG  IDEA

Customer Identity:

- Out of the Box Thinkers (additional

association with pizza)

- User Generated Content

- Scary: can’t control it or predict what people

will do

- Show how Domino’s fits into your life

- Add incentive for connecting Domino's to

consumer’s personal brand

Applied: Share your own story with

Domino's using #DomiNOW to earn points

Concept:

- Mom and Pop shop (Dominick’s) - Domino's

is rooted in a history of small business and

possesses the same feel of its strong local

competitors

- Tap into heritage - it's something Domino's

can own which can help differentiate them in

a highly competitive market with low

substitution cost

- Retro is a big trend right now

- Implementation of actual dominoes

Applied: Domino’s Thru the Decades “Learn

our story, share your own”

Media:

- Choose media that is relevant to target

market

= Diversification of media - modified forms

of ad for different mediums to send a

consistent message across campaign

Applied: TV ads, modified YouTube ads,

print ads

Feedback

Justification ofCreative Strategy + Theme

We used our research insights and the feedback from ouridea presentation to refine our creative strategy of a two

part advertising campaign using television, digital, andprint ads combined with a social media campaign. Our

research indicated that Domino’s needed an identity thatour target market could identify with. We tailored ourDomino’s Through the Decades campaign to highlight

the rich history of Domino’s in order to create theidentity that the customers can connect with. Thefeedback we received from our idea presentation

indicated that retro advertising is popular with our targetmarket also supports this strategy.

The social media segment of the campaign will allow ourtarget market to define how they interact with Domino’s

through user generated content. By shortening thehashtag to #DomiNOW, we hope to make it easier for our

target market to participate in the campaign. We havealso implemented a points based reward system to

incentivize participation in the social media campaign.Finally, taking into account the feedback from our ideapresentation that we should try to screen and control as

much of the user generated content as possible, allsnapchats sent to the Domino’s snapchat story will be pre-

screened as well as all information shared on Domino’ssocial media pages.

Hashtag:

- Too long

- Potential misspelling

Applied: #DomiNOW

Feedback, cont.

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PRINT AD

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STORYBOARD

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SNAPCHAT FILTER

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TRANSLATION OF MEDIAThe Media PlanTV Ad:

The television advertisement will be the first part

of the “DomiNOW” campaign. The full commercial will

air on Comedy Central, ABC, and ESPN

because they are some of the most watched channels in

our target demographic. On Comedy Central, we would

air the commercial during South Park and The Daily

Show. On ABC, we will run the ad during The Bachelor

and Grey’s Anatomy. And on ESPN, we will show the

commercial during college football games and the

pre- and post-game shows. The commercial will show

“Out-of-the-Box-Thinkers” (what we call our customer base) in various situations over history.

The commercial will play out as follows:

Roughly a minute long, it will begin with an opening shot of a table with a row of dominoes. As the

camera zooms in on the dominoes, viewers can see that there is a scene being projected on each

domino. The camera cuts to the farthest domino in the back, which has an image of a hippie eating a

slice of pizza while 60’s music begins to play in the background. That domino begins to fall, and the

camera zooms out to show that the dominoes are now all falling into one another. The camera cuts to

another domino in the series, this time with an 80’s punk rocker, who is singing and holding out a

slice of pizza while 80’s punk rock plays in the background. This continues to a few other dominoes,

while finally the music cuts to classical piano as all of the dominoes fall into one another quickly. As

the second-to-last domino falls into the last domino, the image on the last domino is a young, modern

couple walking forward while taking a selfie. The screen cuts to black with the words, “What’s the

next step?” in white on it. Finally, the screen changes to just the Domino’s logo and the hashtag

“#domiNOW”.

Online Video Ads:

The full commercial will be broken up into smaller segments that will play on several other video

sources such as Hulu, YouTube, and Facebook. These advertisements will garner more attention with

our target market than traditional media, and will offer a way for our audience to interact with

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TRANSLATION OF MEDIAThe Media Plan, cont.the advertisement. The online versions of this advertisement will include only one of the dominoes

with another domino falling into the back of it. Each one of these will play for ten to fifteen seconds,

with the text at the end “Learn this story, make your own! #domiNOW”. The text will be clickable to

allow viewers to go to the Domino’s website, which will include a short bio on the scene. The bios

available will tell the story of Domino’s through the ages and how it grew from a small store into the

multinational franchise it is today. There will also be instructions for how viewers can connect their

social media accounts to earn points for creating their own “stories.”

#DomiNOW Hashtag and User-Generated Content:

The other primary part of the #DomiNOW campaign is user-generated content. This will be

completed through a variety of mediums such as Instagram, Facebook, and Twitter (also Snapchat,

see below). Users will be prompted to take pictures of themselves with Domino’s products, and then

share their “stories” on their preferred social media platform. Some of the content will be chosen

and shared by Domino’s to continue the hashtag. Users’ social media accounts can be linked to their

Domino’s account which will allow points to be accrued and spent on rewards such as free or

discounted products.

#DomiNOW Snapchat Filter:

Another way for consumers to interact with the campaign will be a

Snapchat story and a filter that turns users into a slice of pizza. The

filter will be available based on geolocation so that users can be featured on

the story when they are visiting a Domino’s location. Inappropriate

content will be filtered out to keep posts relevant and positive.

Transit Ads:

The transit ads will feature the same images seen in the videos. These

ads will be on buses at SEC schools. Each one will have a picture of a

domino from the commercial with one of the “Out-of-the-Box-

Thinkers," the Domino’s logo, and the hashtag “#DomiNOW.”

These ads will hopefully remind the audience of the campaign and prompt

them to create their own content and get rewards.

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TRANSLATION OF MEDIA

Owned MediaSocial media play a major role in our target market,

and we want to take advantage of that by

promoting user-generated content and the use of

the hasthag #domiNOW. We are focusing our

advertising through social media and online

channels to have the most effective reach and build

a strong connection with our target market, since

45% of members of the target market socialize

online (Mintel, 2011). We plan to use various social

media websites to increase our frequency, as

upwards of 52% of online adults now have social

media accounts on 2 or more websites. The four

most important social media outlets for marketers

are Facebook, Instagram, Twitter, and Snapchat

(Pick, 2016). Our target market also states that

social media plays a role just as important as

television in their buying processes (Pick, 2016).

Media Outlet Justifications

Paid MediaOnline streaming has taken off in recent

years. Youtube has over 170.1 million users

as of 2015 (Statista, 2016). 20% of these users

are within our target market of 18 to 24 year olds (SRDS, 2016). Hulu had over 12.3 million users,

with 29% existing within our target market (SRDS, 2016). In addition to having such a large reach,

these websites allow us to choose what videos run our ads, allowing us to focus on videos and

shows of interest to our target market. Youtube only charges advertisers for every ad actually

watched, so if someone chooses to skip the ad, we don’t pay, saving us money (YouTube, 2016).

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TRANSLATION OF MEDIA

TelevisionEven with the increase in

online usage over the years,

television still exists as a

pivotal point of advertising.

Our focus on networks like

Comedy Central, ESPN,

and ABC is intentional to focus our reach on our target market. 35.21 million people watched

Comedy Central in the Spring of 2015 within a period of seven days (Statista, 2016). 76% of U.S.

households watched ABC programming over the course of a month in 2015 (Statista, 2016). ABC

also ranked second in ad supported broadcast and cable networks in the U.S. in terms of target

market viewers, with an average of 953,000 viewers from December 29, 2014 to November 30,

2015 (Statista, 2016). 66.57 million people watched ESPN during the spring of 2015 within a period

of seven days (Statista, 2016).

Transit BusesWe have also decided to advertise on buses in SEC schools. This is

because transit advertising is one of the largest sectors of outdoor

advertising, coming in second at 20% (AdCreate, 2016). We will

have both interior and exterior advertisements, which will remind

our consumers about our products on their way to and from

school. Students who ride university-provided transportation

services spend an average of 30-40 minutes a day on their

commute (Kobliski, 2005). This is all time that they will

be exposed to our advertisements and potentially be influenced by

them.

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PLAN DETAILS

Media Plan Impressions

Media OutletTotal

ImpressionsBudget Cost Per

Impression

Comedy Central

ESPN

ABC

Youtube

Hulu

Facebook

SEC TransitBuses

35,210,000

66,570,000

149,612,000

2,000,000

2,000,000

2,000,000

352,930

Total

$4,000,000 $0.11

$3,200,000 $0.05

$2,568,000 $0.02

$1,200,000 $0.60

$140,000 $0.07

$319,960 $0.16

$170,000 $0.48

257,744,930 $11,597,960 $1.49

(Please note that these calculations do not include the cost of advertising production or rewardsprogram from the Media Budget.)

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PLAN DETAILS

Media ScheduleDomino’s Thru the Decades will use a continuous media schedule for eight weeks in October and

November. It will target millennials across the United States with high frequency. Running in the

late fall, the campaign will able to air TV spots around the football season and popular shows to

increase reach. In addition, online advertising and social media interaction will focus more directly

on engaging 18-24 year olds. The campaign will also use support media to advertise in transit buses

on college campuses. Using a consistent, seamless push through different channels used by the

target market, the campaign aims to remind consumers about the Domino’s brand and encourage

their active participation with it.

Media Budget

Medium Amount Budgeted Percentage

Television

Paid Media

(Social Media)

Print Ads

(Transit Media)

Owned Media

Total Cost

$10,068,000

$1,659,960

$170,000

$100,000

83.9%

13.8%

1.4%

.833%

$11,997,960 100%

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PLAN DETAILSMedia Budget ExplanationFor our television advertising, we estimated the cost of creating a 1 minute advertisement at

$300,000. This advertisement could then be used for the standard 30 minute commercial on

television but could also be used in smaller or longer clips on our social media advertising. The

average cost for a 30 second spot during the Grey’s Anatomy was $160,500. The average cost for

ESPN during game day was $400,000. The average cost for Comedy Central during South Park or

The Daily Show was $250,000. We decided to air two ads on ABC per week. One for Grey’s

Anatomy and another during The Bachelor. We also decided to air one commercial during ESPN

gameday and two for Comedy Central during South Park and The Daily Show. Given that we plan

on an 8 week campaign the total cost of television advertising came to $10,068,000.

For our paid media advertising we chose to use Facebook, Hulu and Youtube. The cost per 1000

impressions on Facebook is $3.99 for the Food and Beverage industry. Given that we wanted to

reach 2 million people per month, the cost per impressions comes to $7,980 per month. The cost

per click is $0.19 and given that we want 40% of people to click on the ad, the cost per click for one

month comes to $152,000. The overall cost for two months of advertising through Facebook is

$319,960. For Youtube, the cost per view is $0.30 and given that we want 2,000,000 views per

month the cost comes to $600,000 per month or $1,200,000 over two months. For Hulu, the cost

for 1000 impressions is $35 so for 2,000,000 impressions per month the cost is $70,000 per

month or $140,000 for the entire campaign.

For our transit advertising, we decided to use inside bus advertising at the 10 schools in the

Southeastern Conference (SEC). Using Texas A&M’s bus

advertising figures, we calculated the cost as $10 per ad

multiplied by 40 ads per bus with 20 buses being used

per university. Since the cost is monthly, we budgeted

for two months. We also estimated the cost of producing

the advertisements as $10,000. The total cost for our

transit advertising came to $170,000.

Finally, we budgeted the cost of owned media or the

cost of people taking advantage of the rewards program

for using the hashtag #domiNOW as $100,000.

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CAMPAIGN EVALUATIONDomino’s has dedicated a significant amount of energy into its marketing since its Pizza

Turn-Around Campaign. However, its brand identity has become “cheap, easy, and

available.” Our mission with this campaign is to take Domino’s from a late night last resort

to being a part of our target market’s (18 to 24 year olds) lives and experiences while

increasing sales and consumer-business interaction to strengthen our relationship with our

customers.

Because social media is one of the biggest focal points of this campaign, we will keep track

of the likes, comments, replies, retweets across our accounts and track the use of our

#DomiNOW hashtag. We will also use our marketing and communication objectives from

our DAGMAR matrix. We plan to see an increased market share in up to 9.8%, increased

revenues by 5%, and increased perceived quality of Domino’s by 8%. To gauge the

effectiveness of the campaign, we will compare the difference in sales revenue, market

share, and customer perception from previous sales quarters.

The main objective for this campaign is to build the relationship between Domino’s and

the target market of 18 to 24 year-olds. Our research found that most consumers do not

relate with Domino’s as a brand. They see it as an addition to specific events, rather than

their lives as a whole. Most consumers see little difference between Domino’s and its

competitors. Through our campaign, we can change this through use of social media and

user generated content.

Our Domino’s Thru the Decades campaign will connect Domino's to the consumers they

are trying to reach. We are utilizing Domino’s rich history while integrating our target

market to make them feel relevant and definitive in Domino’s future. The user generated

content we are promoting will help increase awareness and take us from our current status

as a fallback plan to a desired, exciting, emotional brand. By strengthening their

relationship with consumers, Domino's can increase their market share and revenues.

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http://www.adcreate.com/content/view/95/124/

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from http://www.pennapowers.com/how-much-do-ads-on-youtube-cost/

Arbor, A. (2014, February 2). Domino's Pizza® Celebrates Handmade Pan Pizza, Passion for

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for-handmade-art-in-new-campaign-243531491.html

Atkinson, C. (2015). Comedy Central jacks up ad rates for ‘Daily Show’ finale. Retrieved

November 8, 2016, from

http://nypost.com/2015/07/28/comedy-central-jacks-up-ad-rates-for-daily-show-finale/

Beltrone, G. (2016, July 22). Domino's Apologizes for Years of Totally Overcharging You for

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