Integrated Marketing Plan Essays

Integrated Marketing Plan Essays Integrated Marketing Plan Essay Integrated Marketing Plan Essay Executive Summary Background Started in 1960 by James and Tom Monaghan as a little pizza shop in Ypsilanti. Michigan. Domino’s Pizza has grown to more than 10. 000 corporate and franchised shops in 70 states. Domino’s Pizza is recognized as the 2nd largest pizza concatenation in the United States after Pizza Hut. and the largest worldwide. 8 Domino’s had planetary retail gross revenues of over $ 7. 4 billion in 2012. comprised of over $ 3. 5 billion in the U. S. and about $ 3. 9 billion internationally. In the 3rd one-fourth of 2013. Domino’s had planetary retail gross revenues of about $ 1. 8 billion. comprised of $ 849 million in the U. S. and $ 935 million internationally. 9 Focus on Technology From April 2011 to April 2012. Domino’s reached an impressive $ 2 Billion in US digital from its apps on platforms such as Kindle Fire. Android. Windows 8 phone. and iPhone – which now cover about 95 % of the U. S. smartphone market. Digital gross revenues. which include Mobile and computing machine telling. now make up 40 % of all Domino’s gross revenues. an addition from 30 % in 2012. 9 Problem Statement Building on the success of Domino’s merchandise rebranding and technological inventions. the company’s end is to implement effectual schemes that will increase its per centum of gross revenues driven through the company’s nomadic apps and on-line web site. Situational Analysis Strengths of the Organization Domino’s Pizza is the 2nd largest pizza concatenation in the United States and the universe leader in pizza bringing. with more than 10. 000 corporate and franchised shops in over 70 states ( Corporate ) . Furthermore. Domino’s Pizza has been the receiver of Pizza Today magazine’s Chain of the Year award three times back to endorse in 2010 and 2011 ( Corporate ) . Over the old ages. Domino’s has launched many industry inventions to maintain them at the top of the ladder. viz. the HeatWave bag. Domino’s Tracker. and the Domino’s Pizza app ( Corporate ) . This company has maintained great name trade name acknowledgment and a strong distribution system ( Corporate ) . Additionally. Domino’s has maintained its position as a socially responsible company by go oning its 10th one-year Thanks A ; Giving Campaign for St. Jude Children’s Research Hospital ( Press ) . Failings of the Organization Despite its many strengths. Domino’s Pizza besides has some failings. Domino’s has a history of past injudiciousnesss with some of its employees. In 2009. two Domino’s employees damaged the trade name by drawing a buffoonery that showed them go againsting wellness codification sanitation criterions ( Clifford. 2009 ) . Furthermore in 2010. a North Carolina adult female found a racial slur on her Domino’s reception ( ABC. 2010 ) . Domino’s has long since repaired its public image but now it must be excess careful to keep client trueness. Opportunities in the Environment An chance for Domino’s pizza is societal media exposure. This exposure can bring forth more attending from the mark market as they are the most likely to be represented on societal media web sites. Menaces in the Environment Some menaces for Domino’s Pizza include the fact that some of their merchandises. specifically their sandwiches and sweets. may non look healthy particularly to a health-conscious consumer. As of now. economic reverses such as pay additions have affected Domino’s Pizza because some British employees have been kicking about hapless rewards ( Karphal. 2013 ) . Competitor. and current industry leader Pizza Hut. offers many of the same merchandises as Domino’s. The company must find the most effectual method to put its merchandises above its rivals. Market Analysis The pizza eating house industry is go oning to lift at a rate of about 1. 6 % ( Barrett. 2012 ) . Pizza Hut. Domino’s Pizza. and Papa John’s rank foremost in gross revenues and unit counts among all the different ironss ( Barrett 2012 ) . The pizza industry is a $ 40 billion industry that makes up about 11 per centum of all eating houses in the state ( Franchise. 2013 ) . Ninety-three per centum of Americans eat at least one pizza per month in the state ( Franchise. 2013 ) . The tendency with Americans now is to travel toward take out and fast bringing nutrient options instead than dining out ( Franchise. 2013 ) . Additionally. one of the best benefits of the pizza industry is its customization for consumer penchants and high versatility ( Franchise 2013 ) . The biggest pizza franchises. Pizza Hut. Domino’s. Papa John’s. and Small Caesars lead in the US pizza industry ( Franchise. 2013 ) . However. Pizza Hut leads the battalion with a larger per centums of entire gross revenues ( about 14. 68 % of all U. S. pizza gross revenues ) compared with the remainder ( Barrett. 2012 ) . Year Ending September 2012 ( cite pmq ) Consumer Behavior Analysis Domino’s mark audience is the age group of consumers 18-49 old ages old. both males and females. Harmonizing to the pizza eating house industry. the nucleus pizza consumer is around the ages of 18 to 44 old ages old. with 75 per centum to 77 per centum of this age group being a pizza eating house consumer ( Barrett. 2012 ) . Of this age. about half ( 47 % ) of people consider an online telling option of import when it comes to doing determinations about purchasing pizza ( Barrett. 2012 ) . Furthermore. among this percentile are the consumers aged 25-34 ( 57 % ) and those with three or more kids ( 55 % ; Barrett. 2012 ) . Fortunately for Domino’s. its accent on new engineering has helped to force the debut of Domino’s telling apps for iPhone. Android phones. Windows 8. and the Kindle Fire. which now cover about 95 per centum of the US smartphone market ( Corporate ) . Rival Analysis Domino’s three chief rivals are Pizza Hut. Papa John’s. and Small Caesars. In fact. its biggest competition presently is Pizza Hut. Pizza Hut presently leads the industry with approximately 15 % of the market and its shops account for 11 % of all pizza shops in the US ( Barrett. 2012 ) . Likewise. Pizza Hut’s merchandise offerings do non differ well from Domino’s. It besides offers its merchandise at really competitory monetary values. Papa Johns and Little Caesars’ merchandise offering differ somewhat from Domino’s in the sense that they do non offer pastas or sandwiches like Domino’s. Small Caesars is the lone pizza eating house that does non offer the bringing option. Furthermore. even in societal media ranking. viz. Facebook. Twitter. YouTube. and Instagram. Pizza Hut leads in each class. Information from each of the 4 most popular American pizza trade names in regard to their popularity shows the followers: As demonstrated in the chart above. Pizza Hut leads the battalion with 10. 9 million likes. Domino’s takes 2nd topographic point with about 8. 8 million likes. Papa John’s is 3rd with about 2. 6 million likes. while Small Caesars is 4th with 1. 6 million likes. An article entitled Top American Pizza Brands in societal media illustrates more in item the different pizza trade names and how consumers view each their several Facebook pages. With regard with the other societal media web sites. Instagram and YouTube. here are the consequences: As you can see here. Pizza Hut once more leads in this societal media class with 3. 213 YouTube endorsers and 19. 753 Instagram followings. Domino’s trails behind Pizza Hut with merely 3. 179 endorsers and 5. 695 followings. Papa Johns was non accessible on these sites so they do non hold any representation in the above chart. Last. with Twitter. here are the consequences: Pizza Hut boasts 650. 300 followings ; Domino’s has 428. 049 followings ; Papa John’s has 169. 296 followings ; and Small Caesars has 25. 209 followings. It is of import to analyse the findings of each of these pizza company’s societal media rankings because the mark age group are continuously on these sites to happen information about each trade name before they make a determination. Harmonizing to Andrew Merrill. he states that 70 % of all consumers research online before doing purchases or taking service suppliers while 30 % of consumers make buying determinations based on branding runs ( Merrill. 2013 ) . It is of import to guarantee that Domino’s has a important presence online as it has globally. Target Audience Domino’s mark audience is males and females ages 18-49 skewed somewhat female with a focal point on female parents and caputs of family responsible for doing the dinner determination for their household. Merchandise Analysis Domino’s Pizza was long recognized for its inferior gustatory sensation and quality. In a 2010 interview with Gayle King of The Gayle King Show on Oprah Radio. CEO. Patrick Doyle. acknowledged the lower status of Domino’s gustatory sensation and quality. Since that clip. Domino’s Pizza has made a consorted attempt to travel the trade name and image into a more favourably light. Offering many of the same merchandises as its rivals – pizza. bread-sticks. lily-livered wings. Domino’s Pizza must go on to happen new. advanced ways to put itself apart from rivals and drive more consumers back to the Domino’s trade name. Selling Political campaign Our originative Domino’s run is comprised of three parts. which will cross the months of October to December 2014. Harmonizing to the Domino’s web site. its busiest yearss of service. apart from Superbowl Sunday. autumn on Halloween. Thanksgiving Eve. and New Year’s Eve/ Day ( Corporate ) . With this in head. we will carry on a series of mini runs within the larger one in order to accomplish a greater consciousness of the easiness and benefit of telling online. The three parts of the run are as follows: 1 ) addition online advertizements about the app engineering through Facebook and YouTube ; 2 ) make a national pizza game with the primary end being to drive gross revenues through the app ; 3 ) bring forth a planetary competition in which interested contestants must make a short YouTube commercial demoing the benefits of telling with the app engineering. The first portion of our run will assist to do the public aware of the benefits of telling online. whether on the computing machine or with a phone/iPad/Kindle app. Harmonizing to a YouTube article. in the US. online picture ads when combined with telecasting ads create a 35 % rise in trade name callback. a 53 % addition in message callback and a 31 % rise in likeability over telecasting entirely ( YouTube. 2012 ) . Therefore. we will increase advertizements on all the societal media websites more. viz. Facebook and YouTube because they require some cost. Facebook ads require $ 350 for three months of advertisement. Facebook allows the user to aim the specific audience based on age. sex. interests/hobbies. linguistic communication. etc. YouTube ads. on the other manus. will be ads placed in the picture. These ads are known as in-video sheathing ads ( Kim. 2012 ) . These ads play before or during the picture and viewing audiences have the option to jump the ad ( with no cost to the proprietor ) or to watch the advertizement ( with cost to the proprietor ) . The cost of these ads are anyplace from $ 0. 10 to $ 0. 30 each. We expect the first portion of this run to run for all the three months. The 2nd portion of our run will affect the creative activity of an app game within the bing Domino’s app. This game. which will run from October 30th -November 30th. will let participants the ability to win a free pizza if they win the game. The regulations of the game are that three times a hebdomad ( Monday. Wednesday. and Friday ) . consumers will hold to think the right pizza toppings in the right measure. crust. and size selected by a different Domino’s executive or employee. If the consumer chooses the right type of pizza. they will win that pizza for the twenty-four hours or have the option to alter the toppings merely. In the event that there is more than one victor for the twenty-four hours. each of their names will be placed in a raffle and merely one name will be selected for the free pizza award. Lone participants who have the Domino’s app will be able to play this game. The 3rd portion of our run involves a planetary competition that will affect all the different planetary Domino’s pizza eating houses. In this portion. interested participants will be given the ability to plan a originative commercial utilizing the Domino’s app to order a pizza. The picture must be 2-5 proceedingss in length and the participants must wish Domino’s Facebook page. follow its Twitter and Instagram page. and subscribe to its YouTube page in order to take part. They must twirp their picture to Domino’s chief Twitter page. This competit ion will be unfastened for the first two hebdomads in December. After that clip. each picture will be assessed harmonizing to creativeness. length. and content. The victor will be announced in the 3rd hebdomad of December. The victor of the planetary competition will win the ultimate award of holding Domino’s cater to their following party or event. This will travel manus in manus with two of the biggest yearss in Domino’s busiest merchandising yearss. Domino’s will supply its pizza. sides. drinks. and desserts to the victor. The figure of pizzas will be limited to 10 boxes. with the choice of each type of sides and sweets. and 10 2-liter drinks. Marketing Aim: Domino’s Pizza aim for the 2013 selling run is to increase nomadic app gross revenues by 7 % . This will be achieved through commercial advertizement and societal media interaction which will do the client aware that no affair the consumers’ location. they are able to order tiffin or dinner in less than a minute. Another aim is to increase the measure of loyal clients by 5 % . In 2009. Dominos received a package of feedback from their clients that the pizza was non reliable or fresh and tasted disgusting. The most common ailment was that the pizza crust gustatory sensation like cardboard ( Fera 2013 ) . This aim could easy be achieved chiefly through commercial advertizement or particular offers from local shops. Marketing Schemes: Domino’s Pizza will utilize tradition and untraditional media to pull new and old clients promoting them to seek our new and improved merchandises. For the convenience of the client we encourage them to order Dominos merchandises chiefly through their web site and nomadic app. In order to increase gross revenues we need to sharply publicize through the company’s web site. societal media and telecasting commercials. A. Our scheme to market our nomadic app is to foremost do it known to the clients that we developed an app on any smartphone device for free. By doing clients cognizant of this nomadic app. it could increase Dominos merchandise gross revenues. The company needs to introduce a originative commercial demoing how easy it is to download and use their nomadic app. Once Dominos experience comfy that they reached plenty of their mark clients. the company can so offer hot trades for the client if they order pizza and other merchandises through the nomadic app merely. Even if the client prefers to order on Dominos web site. the nomadic app allows the client to maintain path of when the order should hit the front door of their house no affair where they are located. The quicker a client can order tiffin or dinner. the faster the order is delivered to the client. The Dominos nomadic app is built for that peculiar client who is ever on the spell and needs to put a speedy order with the ability to look into the procedure of the located order anyplace. B. In order for Dominos to increase the measure of loyal clients by 5 % . they need to sharply explicate to consumer that they have redeveloped and revamped their merchandises to the satisfaction of their clients wants for quality pizza. This could be expressed though commercial advertizement and societal media. Commercial advertizement will show to the clients that Dominos listened to the feedback of old clients and have presently re-innovated their pizza merchandise to consumers’ satisfaction. But the disengagement of their refurbished merchandise is that most of their old client are incognizant of their alterations which led them to other pizza companies. With that said. local Domino shops should offer a pizza launch for households in the vicinity to seek one of their favourite 1-topping medium size pizza. This allows the client to savor the quality of Dominos refurbished pizza merchandises. Building trade name trueness and altering the customers’ position of their merchandises is really of import to increasing gross revenues. Dominos web site. World Wide Web. pizzaturnaround. com. is a great manner for possible or old clients to reexamine how much Dominos redeveloped their pizza merchandise fundamentally from abrasion ( Bodnar 2010 ) . Many people were misguided by what other clients said old ages ago doing future client disheartenment from telling Domino’s Pizza. C. As for our media nonsubjective. we strategize that we can hold a countrywide competition wh ich will let consumers to do a commercial on how they eat their pizza. Unique picture will hold the opportunity to be selected and run on Domino’s profile page. This can be implemented through YouTube. Vine. and Instagram. Social media is an of import tool for Dominos to offer hot trades without the client traveling to the company’s web site. They can easy look into current events and voucher trade that Dominos promote on a day-to-day footing. Customers the utilize societal media could promote fellow followings on their web to buy Domino’s Pizza merchandises in order to see the same great gustatory sensation that they enjoy. Evaluation The media selling program proposed will be effectual because consumer tendencies are being followed and aggressive advertizement are being carefully placed in the media aiming immature grownups and households often. To find whether or non our media program will work. each scheme must be implemented carefully and efficaciously to guarantee that Dominos aims are met. As we continue to implement our selling and media scheme. we will analyse the customers’ interaction with the Dominos web site and nomadic app. This analysis will find the overall public presentation of our media program exposing if we need to revamp our program or go on with the program at manus. Implementing this media program will assist guarantee Domino’s Pizza that they will stay the leader in pizza bringing while increasing gross revenues. Budget Domino’s Pizza creative run based on fast bringing with the usage of the Dominos web site and nomadic app. The run budget of $ 250. 000 includes advertizement outgos on: hoarding. theodolite. eventuality fund. societal media. promotional points and hunt engine optimisation. Billboard advertizement will dwell of 8 % of the budget because it seems more logic to concentrate on other advertizement tools even though hoardings are great in certain countries. As for Maryland. exposing your concern on a hoarding is non the most effectual advertizement tool since people have problem sing the hoarding while driving. The sum for this medium is $ 20. 000. For theodolite advertizement we consider this tool to be 12 % of the budget coming up $ 30. 000. Many working female parent and immature grownups continuously take public transit. This will be a great manner for Dominos to distribute their trade name name throughout the state. Social media is the most of import portion of the budget at 3 2 % because it is the most convenient for communicating between Dominos and the populace. This portion of the budget will be $ 80. 000. Every program needs a backup program merely in instance the initial scheme doesn’t execute the ends we need in order to successfully implement our media program. The eventuality fund for our Dominos media run will be 14 % at $ 35. 000. Search engine optimisation is besides a great manner for Dominos to spread out their trade name name when people are seeking other subjects on the net. This medium would be deserving 18 % of the budget at the sum of $ 45. 000. And last but non least the promotional point of the budget will be $ 40. 000 for 16 % of the budget. This concludes the budget for our media run. Plants Cited 1. Bodnar. Kipp. ( 2010 ) . B2B Social Media Lessons from Domino’s Pizza Turnaround Campaign . Retrieved November 28. 2013 from hypertext transfer protocol: //socialmediab2b. com/2010/01/dominos-pizza-turnaround-campaign/ 2. Alfs. Lizzy. ( 2013 ) . What’s following for domino’s Pizza? CEO Patrick Doyle outlines some ends. Retrieved November 26. 2013 from hypertext transfer protocol: //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 hypertext transfer protocol: //topics. nytimes. com/top/news/business/companies/dominos-pizza-inc/index. hypertext markup language. 4. Inside Domino’s. ( 2013 ) . Retrieved November 26. 2013