This document outlines a digital marketing project for Domino's Pizza in India. It includes an analysis of the business and target market. Research on customer behavior and keyword opportunities is presented. A website analysis is provided along with competitor benchmarking. Google Ads campaign setup and bidding strategies are proposed. Email marketing and social media promotion strategies are developed that include content calendars. Certifications in digital marketing are also acknowledged.

1. Digital Marketing
Project
On

2. Contents
• Understanding of the Business & Potential Market Identification
• Customer Behaviour Research Analysis
• Keyword Research Analysis Report
• Website Analysis Report with Competitor Analysis
• Google Ads. Campaign Set Up & Bidding Strategy
• Email Marketing Campaign Strategy for Promotion
• Social Media Marketing Promotion Strategy

3. Understanding of the Business &
Potential Market Identification

4. Brand Storytelling

6. Target Audience Identification

7. Target Audience Identification Table
DEMOGRAPHY DEVICE USAGE TIMING LOCATION PLATFORMS

8. Customer Behaviour Research
Analysis

9. Buyer Persona

12. Keyword Research Analysis Report

13. Keyword Research Process

15. Target Keyword Analysis
TARGET KEYWORD MATCH TYPE
AVERAGE MONTHLY
SEARCH
COMPETITION PAGE MAPPING
Best pizza offers in Kolkata Broad Match 640,000 HIGH
https://www.dominos.co.in/great-
deals/online-pizza-coupons/
+Best+pizza+restaurants+in+Kolkata Broad Match Modifier 550,000 HIGH https://www.dominos.co.in/
Pizza order online Broad Match 280,000 MEDIUM
https://pizzaonline.dominos.co.in/?src
=brand
‘’Veg pizza toppings’’ Phrase Match 130,000 LOW
https://www.dominos.co.in/menu/choi
ce-of-toppings
“Veg piazza menu” Phrase Match 213,000 MEDIUM
https://www.dominos.co.in/menu/veg-
pizzas
Pizza price in Kolkata Broad Match 496,000 HIGH https://www.dominos.co.in/menu
+Pizza+combo+offers+near+me Broad Match Modifier 120,000 LOW
https://www.dominos.co.in/menu/pizz
a-mania
“Pizza stores near me” Phrase Match 810,000 HIGH
https://www.dominos.co.in/store-
location/
Pizza free delivery near me Broad Match 970,000 HIGH
https://pizzaonline.dominos.co.in/?src
=brand
[Domino’s Pizza special offer today] Exact Match 660,000 HIGH
https://www.dominos.co.in/great-
deals/online-pizza-coupons/

16. Website Analysis Report with
Competitor Analysis

17. Website Analysis Process

18. Prominent Website Analysis Tools
• Google Analytics
• WooRank
• Alexa
• GT Metrix
• Google PageSpeed Insights
• Neil Patel’s Website Analysis Tool
• SEOMoz
• Google Search Console

19. Competitor Analysis Table
Sl. No. Key Areas
https://www.dominos.c
o.in
https://online.pizzahut.
co.in/home
https://www.smokinjoe
spizza.com/
1. Logo Readable
2. Navigation Bar
Does not appear while
scrolling down
3.
Banner Image Taking up too much space.
Creating Distortion.
4. Banner Text Readable
5. Footer
Addition of icons will
enhance the look & feel
6. Social Media
Social Media icons should
be in colour

20. Competitor Analysis Table
Sl. No. Key Areas
https://www.dominos.c
o.in
https://online.pizzahut.
co.in/home
https://www.smokinjoe
spizza.com/
7. Menu Page
Same banner image is
used, monotonous to the
eyes. Colour Scheme
needs to be changed
8. About Us Page
Improper Naming,
Content Reduction
required
9. Order Online Page Satisfactory
10. Contact Us Page
Google+ account needs to
be deleted
11. Offers Page Satisfactory
12. Feedback Page Satisfactory

21. Competitor Analysis Table
Sl. No. Key Areas https://www.dominos.c
o.in
https://online.pizzahut.
co.in/home
https://www.smokinjoe
spizza.com/
13. Store Finder Page Text Visibility Issue
14. Blog Page
Regular Blog postings
required
15. Gift Card Page Satisfactory

22. Google Ads. Campaign Set Up &
Bidding Strategy

23. Google Ads. Campaign Structure

27. Ad. Copy for Domino’s India Diwali Offer
Final URL pizzaonline.dominos.co.in/Diwali-Value/Offer
Headline 1 2 Regular Pizzas @ 199 Each
Headline 2 Domino's Wali Diwali
Display Path pizzaonline.dominos.co.in/Diwali-Value/Offer/
Description Get Your Hands on 2 Regular Pizzas @ just 199 each. ORDER ONLINE NOW.
Ad. Extension
Callout Extension : Domino's Pizza | Pizza Mania | Diwali Offer | Chees Brust Pizza | Veg Pizza | Garlic Bread
Call Extension : 1860 210 0000
Bidding Strategy Maximize Conversions

28. Ad. Copy for Domino’s India Everyday Value
Offer
Final URL pizzaonline.dominos.co.in/Everyday-Value/Offer
Headline 1 Craving For Pizza?
Headline 2 Order Online NOW
Display Path pizzaonline.dominos.co.in/Everyday-Value/Offer?/
Description Domino's Everyday Value Offer is here. Get 2 regular Pizzas @ 99 each
Ad. Extension
Callout Extension : Dominos Pizza | Pizza Offers | Pizza @ 99 | Pizza Mania
Sitelink Extension : Pizzamania | Offers | Veg Pizzas
Affiliate Location Extension : Ground Floor, PS Magnum, VIP Road, Dakhin Mart Kaikhalii, Kolkata, West Bengal
700052
Bidding Strategy Maximize Conversions

29. Output

30. Email Marketing Campaign Strategy
for Promotion

31. Email Marketing Process

33. Email Marketing Template

34. Social Media Marketing Promotion
Strategy

35. Preferable Social Media Channels

36. Social Media Strategy

37. Social Media Marketing Calendar
DAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
CAPTION &
HASTAGS
The only motivation
you need today
comes on a thin crust
with extra cheese on
top
_____________
#dominospizza
#dominospizzaindia
#pizza #pizzamania
#cheese #pizzaburst
#mondaymotivation
We are all
F.R.I.E.N.D.S until
the last slice is left
_____________
#dominospizza
#dominospizzaindia
#pizza #pizzamania
#pizzaburst
#typicaltuesday
Since you are on diet,
we did like to show
you what you are
missing out on
_____________
#dominospizza
#dominospizzaindia
#pizza #pizzamania
#pizzaburst
#wisdomwednesday
You know what your
tummy needs today?
A pizza . Get 2
Medium size Pizzas
@ 199 each
_______________
#dominospizza
#dominospizzaindia
#pizza #pizzamania
#pizzaburst
#dominoseveryvalueo
ffer #tummythursday
Month End! Pocket
Crunch! We got your
back. Get 2 Regular
Pizzas @ just 99
each
_______________
#dominospizza
#dominospizzaindia
#pizza #pizzamania
#pizzabrust#dominos
everyvalueoffer
#freakyfriday
Happiness delivered
at your doorstep.
Domino’s Khushiyo ki
Delivery
_______________
#dominospizza
#dominospizzaindia
#pizza #pizzamania
#pizzaburst
#khushiyokidelivery
#homedelivery
#30minutedelivery
#sleepysaturday
VISUAL
PLATFORM
Facebook, Instagram,
Twitter
Facebook, Instagram,
Twitter
Facebook, Youtube
Facebook, Instagram,
Twitter
Facebook, Instagram,
Twitter
Facebook & Youtube

38. My Digital Marketing Certifications

39. My Digital Marketing Certifications

40. Acknowledgment
I will take this opportunity to thank Mr. A. D. Singh, who has given
me the opportunity to join the course. I would also like to express
my gratitude to my faculty, Parijat ma’am, who has guided me
throughout this journey. This project has given me a better
understanding of the subject, and has improved my skills & digital
knowhow.
Kunal De

41. Thank You