'Integrated Marketing Plan Essay\r'

'Executive Summary\r\nBackground\r\nStarted in 1960 by James and Tom Monaghan as a sm tout ensemble pizza pie pie pie pie pie pie pie barge in in Ypsilanti, Michigan, half mask’s pizza pie has grown to much than than 10,000 corporate and franchised stores in 70 countries. eye mask’s pizza is recognized as the second largest pizza chain in the United States later on pizza pie hutch, and the largest cosmoswide.8 half mask’s had orbiculate retail sales of over $7.4 jillion in 2012, comprised of over $3.5 billion in the U.S. and nearly $3.9 billion inter estate tout ensembley. In the terzetto quarter of 2013, half mask’s had orbicular retail sales of nearly $1.8 billion, comprised of $849 cardinal in the U.S. and $935 one thousand one thousand thousand inter studyly.\r\n9 taper on Technology\r\nFrom April 2011 to April 2012, domino’s r individu altogetheryed an impressive $2 Billion in US digital from its apps on platforms much( prenominal) as conflagrate Fire, Android, Windows 8 ph wizard, and iPh unmatched †which this instant cover nearly 95% of the U.S. smartphone grocery. digital sales, which include agile and calculator align, now arrive at up 40% of whole eye mask’s sales, an outgrowth from 30% in 2012.\r\n9 Problem controversy\r\nBuilding on the success of half mask’s intersection re specking and technological innovations, the vagabond’s end is to implement powerful strategies that volition subjoin its percentage progress of sales driven with the comp both’s supple apps and online website.\r\nSituational outline\r\nStrengths of the Organization\r\n domino’s pizza is the second largest pizza chain in the United States and the world leader in pizza delivery, with more than than than 10,000 corporate and franchised stores in over lxx countries (Corporate). Furthermore, half mask’s pizza pie has been the telephone receiver of p izza pie Today magazine’s â€Å"Chain of the Year” award collar times back to back in 2010 and 2011 (Corporate). Over the years, half mask’s has launched umpteen indus discover innovations to keep them at the pass a manner of the ladder, observely the HeatWave bag, domino’s Tracker, and the half mask’s pizza app (Corporate). This smart set has keep coarse name tell on course credit and a strong distribution schema (Corporate). Additionally, Domino’s has saveed its circumstance as a kindlyly responsible company by continuing its one-tenth annual Thanks & freehand Campaign for St. Jude Children’s Re see infirmary (Press).\r\nWeaknesses of the Organization\r\nDespite its many strengths, Domino’s pizza also has near weaknesses. Domino’s has a tarradiddle of past indiscretions with some of its employees. In 2009, devil Domino’s employees damaged the brand by pulling a burlesque that showed the m violating health code sanitation standards (Clifford, 2009). but in 2010, a North Carolina muliebrity found a racial dip on her Domino’s recognize (ABC, 2010). Domino’s has treat fit since repaired its general insure but now it m senioriness be extra c atomic snatch 18ful to master(prenominal)tain guest lealty.\r\nOpportunities in the Environment\r\nAn fortune for Domino’s pizza is societal media exposure. This exposure sess generate more attention from the coffin nail market as they be the roughly wish wellly to be represented on societal media websites.\r\nThreats in the Environment\r\nSome threats for Domino’s Pizza include the fact that some of their crossroads, specifically their sandwiches and desserts, may non front healthy especially to a health-conscious consumer. As of now, economic setbacks such as engross increases put one over affected Domino’s Pizza beca character some British employees get hold of been com plaining just about poor wages (Karphal, 2013). Competitor, and current industry leader Pizza Hut, qualifyings many of the same products as Domino’s. The company essential ready the about effective method to set its products preceding(prenominal) its competitors.\r\nMarket summary\r\nThe pizza restaurant industry is continuing to rise at a rate of about 1.6% (Barrett, 2012). Pizza Hut, Domino’s Pizza, and popping whoremaster’s rank starting time in sales and unit counts among all the unlike chains (Barrett 2012). The pizza industry is a $40 billion industry that makes up approximately eleven percent of all restaurants in the nation (Franchise, 2013). Ninety- trey percent of Ameri stick outs eat at least one pizza per month in the nation (Franchise, 2013). The trend with Americans now is to move toward prosecute out and fast-flying delivery nutrient options rather than dining out (Franchise, 2013). Additionally, one of the best benefits of the pizz a industry is its customization for consumer preferences and lofty versatility (Franchise 2013). The biggest pizza franchises, Pizza Hut, Domino’s, pascal bottom’s, and teensy Caesars lead in the US pizza industry (Franchise, 2013). However, Pizza Hut leads the pack with a big percentages of total sales (about 14.68% of all U.S. pizza sales) comp atomic number 18d with the rest (Barrett, 2012).\r\nYear Ending kinfolk 2012 (cite pmq)\r\nConsumer Behavior Analysis\r\nDomino’s target audience is the age group of consumers 18-49 years old, both males and females. According to the pizza restaurant industry, the core pizza consumer is or so the ages of 18 to 44 years old, with 75 percent to 77 percent of this age group being a pizza restaurant consumer (Barrett, 2012). Of this age, nearly half (47%) of commonwealth consider an online hostelrying option pregnant when it comes to devising decisions about buying pizza (Barrett, 2012). Moreover, among this per centile are the consumers aged 25-34 (57%) and those with three or more children (55%; Barrett, 2012).\r\nFortunately for Domino’s, its emphasis on brand- modernistic engineering has helped to push the introduction of Domino’s monastic set uping apps for iPhone, Android phones, Windows 8, and the Kindle Fire, which now cover nearly 95 percent of the US smartphone market (Corporate).\r\nCompetitor Analysis\r\nDomino’s three main competitors are Pizza Hut, popping can’s, and scant(p) Caesars. In fact, its biggest competitor presently is Pizza Hut. Pizza Hut shortly leads the industry with about 15% of the market and its stores account for 11% of all pizzerias in the US (Barrett, 2012). Likewise, Pizza Hut’s product offerings do not disagree substantially from Domino’s. It also offers its product at very competitive prices. daddy Johns and Little Caesars’ product offering differ slightly from Domino’s in the sense that they do not offer pastas or sandwiches like Domino’s. Little Caesars is the only pizza restaurant that does not offer the delivery option. Furthermore, even in mixer media ranking, namely Facebook, cheep, YouTube, and Instagram, Pizza Hut leads in each category. Information from each of the 4 most popular American pizza brands in deference to their popularity shows the quest:\r\nAs demonstrated in the map above, Pizza Hut leads the pack with 10.9 meg likes, Domino’s meshs second do with about 8.8 million likes, Papa John’s is tercet with about 2.6 million likes, while Little Caesars is fourth with 1.6 million likes. An article entitled â€Å"Top American Pizza Brands in social media” illustrates more in detail the polar pizza brands and how consumers view each their respective Facebook pages. With respect with the former(a) social media websites, Instagram and YouTube, here(predicate) are the results:\r\nAs you can see here, Pizza Hut again lea ds in this social media category with 3,213 YouTube subscribers and 19, 753 Instagram chase. Domino’s trails tail end Pizza Hut with only 3,179 subscribers and 5,695 followers. Papa Johns was not accessible on these sites so they do not have any representation in the above chart. Lastly, with Twitter, here are the results:\r\nPizza Hut boasts 650,300 followers; Domino’s has 428,049 followers; Papa John’s has 169,296 followers; and Little Caesars has 25, 209 followers. It is important to collapse the findings of each of these pizza company’s social media rankings because the target age group are perpetually on these sites to find information about each brand before they make a decision. According to Andrew Merrill, he states that 70% of all consumers research online before reservation purchases or choosing service providers while 30% of consumers make purchasing decisions ground on branding hunt downs (Merrill, 2013). It is important to master tha t Domino’s has a significant strawman online as it has spherically.\r\nTarget Audience\r\nDomino’s target audience is males and females ages 18-49 skew slightly female with a concentre on mformer(a)s and heads of kinhold responsible for making the dinner charactery decision for their family.\r\nProduct Analysis\r\nDomino’s Pizza was long recognized for its inferior taste and forest. In a 2010 interview with Gayle pouf of The Gayle King Show on Oprah Radio, chief operating officer, Patrick Doyle, acknowledged the low quality of Domino’s taste and quality. Since that time, Domino’s Pizza has made a consorted effort to move the brand and image into a more favorably light. oblation many of the same products as its competitors †pizza, breadsticks, crybaby acquiregs, Domino’s Pizza must impact to find new, innovative ways to set itself apart from competitors and drive more consumers back to the Domino’s brand.\r\n merchandi se Campaign\r\nOur productive Domino’s extend is comprised of three parts, which give deny the months of October to December 2014. According to the Domino’s website, its busiest days of service, apart from Superbowl Sunday, fall on Halloween, Thanksgiving Eve, and New Year’s Eve/ Day (Corporate). With this in mind, we go away conduct a series of miniskirt fronts within the larger one in order to achieve a greater apprisedness of the ease and benefit of decree online. The three parts of the campaign are as follows: 1) increase online agitatements about the app technology finished with(predicate) Facebook and YouTube; 2) crap a national pizza hazard with the primary goal being to drive sales through the app; 3) generate a global arguing in which interested skirmishants must create a short YouTube moneymaking(prenominal) vie come throughg the benefits of ordering with the app technology. The beginning part of our campaign result help to make the habitual aware of the benefits of ordering online, whether on the computer or with a phone/iPad/Kindle app. According to a YouTube article, in the US, online boob tube set ads when combined with television ads create a 35% rise in brand recall, a 53% increase in message recall and a 31% rise in likeability over television alone (YouTube, 2012).\r\nTherefore, we pass on increase adverts on all the social media websites more, namely Facebook and YouTube because they contract some represent. Facebook ads require $350 for three months of advertising. Facebook allows the exploiter to target the specific audience based on age, sex, interests/hobbies, language, etc. YouTube ads, on the separate hand, bequeath be ads placed in the scenes. These ads are known as in-video encompass ads (Kim, 2012). These ads play before or during the video and viewers have the option to deletion the ad (with no cost to the owner) or to watch the advertizing (with cost to the owner). The cost of these ads are anywhere from $0.10 to $0.30 each. We expect the first part of this campaign to run for all the three months. The second part of our campaign forget involve the creation of an app risque within the existing Domino’s app. This game, which forget run from October 30th -November 30th, leave alone allow players the ability to win a free pizza if they win the game. The rules of the game are that three times a week (Monday, Wednesday, and Friday), consumers will have to work out the lay pizza toppings in the correct quantity, crust, and coat selected by a different Domino’s executive or employee.\r\nIf the consumer chooses the correct type of pizza, they will win that pizza for the day or have the option to change the toppings only. In the example that there is more than one superior for the day, each of their names will be placed in a gift and only one name will be selected for the free pizza prize. scarcely players who have the Domino’s app will be able to play this game. The third part of our campaign involves a global competition that will involve all the different global Domino’s pizza restaurants. In this part, interested participants will be given the ability to normal a creative commercialised using the Domino’s app to order a pizza. The video must be 2-5 minutes in length and the participants must like Domino’s Facebook page, follow its Twitter and Instagram page, and subscribe to its YouTube page in order to participate. They must tweet their video to Domino’s main Twitter page. This competition will be open for the first two weeks in December. After that time, each video will be assessed jibe to creativity, length, and content. The winner will be announce in the third week of December. The winner of the global competition will win the ultimate prize of having Domino’s cater to their bordering party or event. This will go hand in hand with two of the biggest days in D omino’s busiest selling days. Domino’s will provide its pizza, sides, drinks, and desserts to the winner. The number of pizzas will be limited to 10 boxes, with the selection of each type of sides and desserts, and 10 2-liter drinks.\r\nMarketing Objective:\r\nDomino’s Pizza objective for the 2013 marketing campaign is to increase industrious app sales by 7%. This will be achieved through commercial advertisement and social media fundamental interaction which will make the client aware that no matter the consumers’ location, they are able to order lunch\r\nor dinner in less than a minute. different objective is to increase the quantity of trust chargey customers by 5%. In 2009, dominoes received a bundle of feedback from their customers that the pizza was not authentic or spanking and tasted disgusting. The most common complaint was that â€Å"the pizza crust taste like cardboard” (Fera 2013). This objective could easily be achieved in genera l through commercial advertisement or special offers from topical anesthetic stores.\r\nMarketing Strategies:\r\nDomino’s Pizza will use tradition and nontraditional media to attract new and old customers encouraging them to try our new and improved products. For the convenience of the customer we embolden them to order dominoes products mainly through their website and mobile app. In order to increase sales we need to acutely advertise through the company’s website, social media and television commercials. A. Our strategy to market our mobile app is to first make it known to the customers that we create an app on any smartphone device for free. By making customers aware of this mobile app, it could increase dominoes product sales. The company needfully to innovate a creative commercial showing how easy it is to download and apply their mobile app. Once Dominos smell out comfortable that they reached enough of their target customers, the company can then offer heated deals for the customer if they order pizza and other products through the mobile app only. Even if the customer prefers to order on Dominos website, the mobile app allows the customer to keep track of when the order should hit the front door of their house no matter where they are located. The immobileer a customer can order lunch or dinner, the faster the order is delivered to the customer. The Dominos mobile app is built for that finicky customer who is always on the go and needs to place a quick order with the ability to check the movement of the placed order anywhere. B. In order for Dominos to increase the quantity of loyal customers by 5%, they need to strong-growingly explain to consumer that they have redeveloped and revamped their products to the satisfaction of their customers wants for quality pizza. This could be expressed though commercial advertisement and social media. Commercial advertisement will express to the customers that Dominos listened to the feedb ack of front customers and have currently re-innovated their pizza product to consumers’ satisfaction.\r\nBut the fallback of their refurbished product is that most of their old customer are unmindful(predicate) of their changes which led them to other pizza companies. With that said, local Domino stores should offer a pizza launch for families in the neighborhood to try one of their favorite 1-topping medium size pizza. This allows the customer to taste the quality of Dominos refurbished pizza products. Building brand obedience and changing the customers’ perspective of their products is very important to increasing sales. Dominos website, www.pizzaturnaround.com, is a great way for potential or old customers to review how much Dominos redeveloped their pizza product basically from scratch (Bodnar 2010). more people were misguided by what other customers said years ago do future customer discouragement from ordering Domino’s Pizza. C. As for our media obje ctive, we strategize that we can have a nationwide contest which will allow consumers to make a commercial on how they eat their pizza. unique(p) videos will have the chance to be selected and run on Domino’s profile page. This can be implemented through YouTube, Vine, and Instagram. affable media is an important peckerwood for Dominos to offer hot deals without the customer going to the company’s website. They can easily check current events and coupon deal that Dominos promote on a daily basis. Customers the utilize social media could encourage fellow followers on their network to purchase Domino’s Pizza products in order to follow through the same great taste that they enjoy.\r\n military rank\r\nThe media marketing invention proposed will be effective because consumer trends are being followed and aggressive advertisement are being guardedly placed in the media targeting young adults and families frequently. To determine whether or not our media plan will work, each strategy must be implemented carefully and effectively to undertake that Dominos objectives are met. As we continue to implement our marketing and media strategy, we will analyze the customers’ interaction with the Dominos website and mobile app. This abridgment will determine the overall exercise of our media plan displaying if we need to revamp our plan or continue with the plan at hand. Implementing this media plan will help ensure Domino’s Pizza that they will remain the leader in pizza delivery while increasing sales.\r\n figure\r\nDomino’s Pizza creative campaign based on fast delivery with the use of the Dominos website and mobile app. The campaign figure of $250,000 includes advertisement expenditures on: hoarding, transit, contingency fund, social media, promotional items and search engine optimization. Billboard advertisement will consist of 8% of the budget because it seems more logic to focus on other advertisement tools even tho ugh billboards are great in certain areas. As for Maryland, displaying your production line on a billboard is not the most effective advertisement tool since people have fear viewing the billboard while driving. The tot for this medium is $20,000. For transit advertisement we consider this tool to be 12% of the budget coming up $30,000. Many operative mother and young adults continuously take public transportation. This will be a great way for Dominos to broadcast their brand name throughout the nation. Social media is the most important part of the budget at 32% because it is the most satisfied for communication between Dominos and the public. This part of the budget will equal $80,000. both plan needs a disdain plan just in chemise the initial strategy doesn’t follow through the goals we need in order to successfully implement our media plan. The contingency fund for our Dominos media campaign will be 14% at $35,000. Search engine optimization is also a great way for Dominos to expand their brand name when people are searching other topics on the net. This medium would be worth 18% of the budget at the sum of money of $45,000. And last but not least the promotional item of the budget will equal $40,000 for 16% of the budget. This concludes the budget for our media campaign.\r\n kit and boodle Cited\r\n1. Bodnar, Kipp. (2010). B2B Social Media Lessons from Domino’s â€Å"Pizza Turnaround” Campaign”. Retrieved November 28,2013 from http://socialmediab2b.com/2010/01/dominos-pizza-turnaround-campaign/ 2. Alfs, Lizzy. (2013). What’s next for domino’s Pizza? CEO Patrick Doyle outlines some goals. Retrieved November 26, 2013 from http://www.annarbor.com/business-review/whats-next-for-dominos-pizza-ceo-patrick-doyle-outlines-some-goals/. 3. Domino’s Pizza Inc. (2013). Retrieved December 11, 2013 from http://topics.nytimes.com/top/news/business/companies/dominos-pizza-inc/index.html. 4. Inside Domino’s . (2013). Retrieved November 26, 2013\r\n'