This document provides a situational analysis and marketing campaign plan for Domino's Pizza UK. It analyzes Domino's current strong position in the UK and global pizza markets. The objectives are to increase brand awareness, digital orders, and market share through an interactive campaign targeting wealthy individuals ages 15-35. The strategy involves direct mail leaflets promoting pizza flavors that drive customers to the website to receive promotional offers. The campaign will be evaluated based on website traffic and social media engagement. The total budget is £500,000 spread across promotional prizes, advertising, leaflet distribution, and other activities from April to July 2011.

1. Mr. Vishal Mehta
Interactive campaign 2010
Msc Marketing Communication
Intern McCann London

2. Snapshot
1. Situational Analysis
2.Current strategy of Domino’s
3.Objectives
4.Target Audiences
5.Strategy
6.Implementation
7.Leaflet – Print media
8.Evaluation
9.Promotional offer Budget
10. Budget overview
11. Scheduling
12. Value of pizza and digitalised market

3. Situational Analysis

4. Situational Analysis
•Dominos global player in Pizza market
•Selling 1 millions pizza everyday
•8773 Dominos outlets in 60 countries
•Positioning 1st in global pizza 100% home delivery
•Stands 2nd in pizza consumer food services
•Doing large - scale of marketing promotions
•Dominos stands 1st in the biggest market in UK,
Australia, US, Mexico, South Korea and Turkey
•Domino’s 1st UK store open in Luton in 1985

5. Increase in Dominos international franchises indicates
brand reputation and attributes
Have a master franchises and effective
distribution system in UK Source: WARC, 2009

6. Domino’s leads in UK market and global
brand image and value
Source: Euromonitor international, 2010

7. Target Audiences

8. Target Market
Source: Marketline, 2009

9. Target audiences/ segmentation
• WEALTHY ACHIEVERS
• WEALTHY EXEC’S
• PROSPEROUS PROFESSIONALS Age Group: 15-35
Social Grade:
• EDUCATED URBANITES
ABC+C1+C2+D1+E
• ASPIRING SINGLES
• STARTING OUT
• SECURE FAMILIES
• SETTLED SUBURBIA.
• ASIAN COMMUNITIES.
• POST INDUSTRIAL FAMILIES
• BLUE COLLAR ROOTS

10. Dominos pizza category regional market
share

11. Objectives

12. Objectives
 To create awareness by word of mouth and buzz
generating viral marketing within the target
audience
 Create interaction with customers and achieve a
successful interactive campaign
 Build relationship with customers
 To gain consumer insights
 Reinforce the brand image
IDM 2009/2010 12

13. • Dominos currently states 20% of order placed
digitally and mission is to increase 50% by 2011.
• Drives consumer on login websites, to grab
promotional offers and share exciting offer to your
friends by using social media.
• Grab more market share across the UK
• To have more customization data
• To infulence 3millions people in 4month

14. Objective to increase the pizza 100% home
delivery market performance
Source: Euromonitor international, 2010

15. Strategy & Implementations

16. Current Dominos strategy 2007-10
• Dominos 1st player for implementing mobile phone
orders. SMS Text on 61212
• This mobile phone pizza orders drives the consumer
to access the websites, which store payment
information and past orders
• Dominos take advantage of the mobile phone users ,
to have a few click on websites for pizza delivery
• Needs to grab more market share
• Problem - Order placed only once in day via SMA
Source: WARC, 2009

17. Same
traditional
offer since
last 1 years
Using address
customization
data

18. Core Brand Associations – Brand resonance
Fun Reliability
For the Family
30 min
Freshness
Quality
Sharing
Promotional 0ffer
Hot
Home-delivery services
Friends & mates
Will add Flavour

19. DM - Essential role played by direct mail
Leaflet insight – Different Pizza flavour having different
promotional code
Leaflet distribution – Goes to registered Target
Audience home address (customer acquisition) via
Royal mail across the UK
Leaflet Purpose – to introduce and promote all the
flavours to the Pizza seekers and drive them to the
websites (www.dominos.co.uk)

20. Web-site insight
Login to www.dominos.co.uk, for your surprise promotional offer, by entering
your flavours pizza promotional code.
1st click – Login
2nd click – Pizza flavour promotional offer pages
3rd click – Click on your pizza bites
4th next – Before seeing offer fill five friends name, e-mail or mobile number, to grab
this opportunity
5th next – After entering all the five name, view promotional offer
6th click – On selected social networking sites
7th next – Thanks for sharing your surprise promotional offer
8th next – Instant mail in mail box for using this web serivces and thanks for being a
part of dominos family

21. Strategically steps of Dominos DM
Dominos Leaflet at potential customer doorstep
Im
pl
em
en
www.dominos.co.uk
ta
tio
ns
View promtional offer
Give five name , e-mail address of your mates
Grab the opportunity
Share this surprise on social networking sites
Thanks for using this services
New TA, New customization data which helps to drive the Dominos
customer acquisition and reintention, further to enreach customer
satisfactions

22. Leaflet – Front Page
Every Bite,
A
Promise
Kept

23. 7
011
Pro xican lf
Me f & H
Ha
- 30
mo Siz
l
tio zler
Tex ty Me l code
nal
a
Pr
aty
cod
Or omo
a
116
Mig otion
Ex igina tion 0
e -3
BQ
tra l c al - 30
de
m
001
va he cod
as B
l co
h
ga es
Pro
nz e & e - 3 na
10
a T o 001 o tio ano
m a 11
to om Volc
Pr gi
Ve ator
Grab this opportunity Me
log on to
Much more than your www.dominos.co.uk
Pr o
Expectations
m
01 12 Tan otiona
- 30 d l
e The oori H code -
od Sizz ot 300
al c 115
tion ler
mo n
Pro aiia
Promotional code -300114
13 1
y
Meltdown The Revenge
Haw & Spic
on - 300
Hot
ou i Pa ode
ll H on l c
ssi
Fu pper tiona
Meat Lovers
Pe omo
se
Pr

25. F1 race tickets
F1 UK tickets

28. Evaluation
• Click through rate – Traffic on official websites
• Widgets on Facebook
• New A/C opening on official websites
• E-mail response rate
• Potential customer login existing A/c
• Promotional offer sharing on Facebook, Twitter & MySpace
• Most promotional offer code entered on sites, give exact
result of UK tasty Pizza flavours
• Community engagement and comment on this offers

29. Promotional offer & Budget
• Ferrari - £40,000 ( 16 tickets for F1 formula race
held in UK) 2500x16 = £40,000
• i-Phone - £48,000 (400x120days)
• Leaflet – 7,000,000 (7m)x1000 = £75,000
• “Thank You” Envelope printing cost 4m =
£75,000
• 7000 Leaflet distributors - £ 120,000 (LD posted
1000 Leaflet x£22 per 1000 leaflet)
• Direct mail by Royal mail 2nd class services – £
142,000(4mx0.25p)
• Free advert on Facebook

30. Total budget - £500,000

31. Scheduling
ACTIVITIES April 2011 May 2011 June 2011 July 2011
Print media
Leaflet 6millions 1millions
Thanking Each customer Who have Participated in This contest
Envelope
Internet
advertising
i-Phone winning Every day Every day Every day Every day
F1 tickets 4 tickets 4 tickets 4 tickets 4 tickets
winning
Promotional Discounts more Buy one get one Free meals for Much more to
offer on web than 5% free each day the party deliver
page
Facebook Every day Every day Every day Every day
E-mail advert
E-mail Each day Each day Each day Each day
marketing

32. Value of the market

33. Value of Market
Source: Euromonitor international, 2010

34. Source: Euromonitor international, 2010

35. References
• WARC, 2010
• Euromotinor international,2009
• Marketline, 2009
• Datamonitor, 2009
• Newspaper, 2009
• Acorn Profiles, 2008

36. Thanks for your attentions
Every bites, a promise kept