This is the capstone project completing my MS in Integrated Marketing Communications at Eastern Michigan University. I earned an "A" on the project and in the class.

1. 2013 Domino’s IMC Campaign
Good & good for you!
Kelle Fraser
Michelle Merritt
IMC 631
December 12, 2012
12/12/12 1

2. Discussion Points
• Analysis • Consumer Promotions
• Strategy – Interactive & New Media
• Evaluation – Support Programs
• IMC Objectives • B2B Strategy
– Communication • Media Plan
– Budget – Integration
– Advertising Goals • Creative Brief
– Logo & Tagline
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3. Marketing Opportunity Analysis
• QSR growth projection through 2017
• Focus on value priced food options
• Proven success of recipe improvement results in market share
increase
• Domino’s consumer embracing innovation
• Continued development of online and
mobile apps
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4. Communications Market Analysis
• Traditional media effective when coupled with Social Media
• Co-branding opportunities such as America’s Dairy Farmer’s, Oreo
Cookies, NCAA March Madness
• Multiple audience opportunity with:
– 18-24 year olds
– 25-55 year olds
– Segmentation within these audiences
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5. Competitive Analysis
Top Competitors Company 2011 U.S. Sales #US Stores Operates - Menu Supplier
Type (x1,000) Franchises / #States Items
Domino’s Little Caesar’s Public - $3,4000,000ǂ 394 - 4,513 / 51 † Pizza, pasta, boneless Domino’s Pizza
Papa John's (NYSE: DPZ)† (20% delivery chicken, wings, Supply Chain
Pizza Hut† market share)† sandwiches, breads
and desserts
Little Caesars Domino's Subsidiary $1,480,000ǂ 3,518‡ - / 51 Pizza, sandwiches, Blue Line Food
Papa John's wings, breads, Service Distribution
Pizza Hut (Secondary: desserts and (Little Caesars-
CiCi’s, Sbarro)† vegetarian options owned)
Papa John’s Domino's Public - $2,195,841ǂ 625 – 3,001 / 51† Pizza, breadsticks, PJ Food Service, Inc.
Little Caesar’s (NASDAQ: PZZA chicken strips, wings QC Centers
Pizza Hut† )† and desserts
Pizza Hut Domino's Subsidiary † $5,4000,000ǂ (15% 1,080 – 6,120 / 51 Pizza, breadsticks, n/a, (not supplied
Little Caesar’s market share)† wings, sandwiches, by Pizza Hut or
Papa John's pasta and desserts YUM! Brands, Inc.)
Sbarro Noble Roman's, Inc. Private † $420,000ǂ 611‡ - n/a / 48 Pizza, salads, pasta, n/a
Panda Restaurant full-course entrees
Group, Inc. and desserts
YUM! Brands, Inc.
CiCi’s Domino's Private † $516,000ǂ 573‡ - n/a / 34 Pizza, pasta, soup, JMC Restaurant
Pizza Hut salad, wings and Distribution, Inc.
Sonic Corp. desserts
(Secondary: Little
Caesars, Sbarro
Papa John’s) †
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6. Healthy Menu Comparison
• Little Caesar’s
– offers vegetarian pizzas
– no animal or animal by-products in its dough
• Papa John's
– Garden Fresh and Spinach Alfredo specialty pizzas contains the least calories
• Pizza Hut
– Veggie lovers pizza
• Domino’s
– None of their competitors offer any lower calorie or low-fat cheese or meat
options, making the changes to Domino’s menu a desirable strategy for
capturing more health-conscious patrons.
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7. Opportunity Analysis
• Expanded menu with healthy alternatives
• Continued viability of expansion based on market segmentation
– Online
– Social media
– Mobile
• Potential for new media based on
– Product placement in films and television shows
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8. Target Market Analysis
• Adults age 18-24
– Appeal to their forward thinking with apps, etc.
– Capture loyalty now to carry forward through adult
– Forward thinking group looking for
• Adults age 25-54
– Most dedicated QSR consumer
– Population growing
– Eager to try a wide range of menu
choices
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9. Customer Analysis
• Age: 18-24 and 25-54 year-olds
– 18-24 concerned with convenience and taste
– 25-54 healthy alternatives for family and value pricing
• Households with children
– 11% more likely to have purchased pizza last 30 days
• Income: 75-150K
• Buyer Behavior
– Value, upscale and healthier menu choices
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10. Market Segmentation Strategy
• Health conscience parents
– Choices of low-fat milk & cheese, fruit, non-fried chicken
• Variety menu expansion
– Include salads, locally grown ingredients, low-fat
• Gluten free
– Number of people purchasing has skyrocketed
• Technology seekers
– Appeal to those looking for quick and convenient
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11. Corporate Strategies
Increase market share and sales
• Expand menu with suitable products desired across market
segments
• Engage consumers through diverse media channels that reach them
where they live
• Heighten the visibility of new menu
platform and focus on items unique
to Domino’s brand
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12. Corporate Image Strategy
• Interested in consumer feedback
– Building a sense of customer ownership
– Variety of communication avenues
• Present image of
– Quality
– Healthy options
– Value conscience
– Convenience
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13. Brand Strategy
• Domino’s cares about consumer opinions
• Domino’s is more than just pizza
• Something for everyone
• Positioning continues and expands
– differentiation from rivals and competitors Pizza Hut and Papa John’s
– Focus on innovation and technology that adds convenience
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14. Distribution Strategy
• The main partner in the B2B distribution strategy are the franchises.
• Expansion and continued management of own ingredient supply
chain
• Customers receive product via
– Delivered by Domino’s driver
– Pick up
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15. Evaluations & Analysis
• Crispin Porter + Bogusky (CP+B) leads
– Image analysis and advertising impact
– Positioning and consumer promotions analysis
• Domino’s will evaluate
– Sales
– Cost
– ROI
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16. IMC Objectives
• Increase market share by 10%
• Build brand loyalty in target audience
• Facebook “Likes” from 7.5M to 9M
• Tweets mentioning Domino’s increased by 10%
• Increase satisfaction scores by 15%
• Engagement with consumer increased
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17. Communication Objectives
Target audiences will need to
• Think
– Of Domino’s as more than just pizza
• Feel
– The desire
• Do
– Order food item from Domino’s
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18. Consumer Promotions
Focus on new healthy alternative menu selections
• Feedback encouraged via social media
• New recipe testing
• Sampling
• Price-offs
• Coupons
• Contests and Sweepstakes
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19. Interactive and New Media
• Seek new innovations to serve customers
– Pizza tracker has had huge success
– Augmented reality
• “Is it good?” video reviews via Facebook & Twitter
• More involvement with other social
– Instagram
– Tumblr
– Pinterest
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20. Supporting Programs
Creating engagement opportunities with consumers
• Sponsorships and Events
– Focus on 18-24 year olds
• Database Programs
• Direct Marketing
• Permission Marketing
• Loyalty Programs
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21. B2B Strategy
• Focus on increased and effective communication
– Updated B2B website with easy access to needed information and marketing
materials
• Nurture existing business relationships
– Acknowledge partners in various B2B communication
• Pursue new partnerships
– with local and regional farmers
– Approach Heart & Diabetes associations
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22. Integration
Television ad will drive customers online and to
Other forms of media which will
solidify and support the
message by extending reach.
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23. Creative Brief
• Target audience 18-24 and 25-54 years old
• Key consumer benefits
– New, tastier menu
– New healthier choices on menu
– Variety of menu items, not just pizza anymore
• Strategy focuses on increased customer engagement
• Slogan “For Friday night with family or with friends
make it Domino’s: Good and good for you.”
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24. Logo & Tagline
“For Friday night with family or with friends, make it Domino’s. Good
and good for you.”
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25. Appendices
Kelle Fraser
Michelle Merritt
IMC 631
December 12, 2012
12/12/12 25

26. Advertising Design
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27. Evaluation Programs
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28. Total IMC Budget
Digital $ 10,000,000
Broadcast $ 6,500,000
Social Media $ 4,000,000
Direct Marketing $ 2,000,000
Newspaper $ 1,500,000
Billboard $ 1,000,000
Sponsorships $ 1,000,000
Total $ 26,000,000
IMC Allocations
Consumer 24,750,000
Distribution Channel 12,000,000
Business-to-business 1,000,000
Total
12/12/12 37,750,000 28

29. Media Plan
• Budget allocation spread across entire year
• Focus on TV and interactive, supported with social and other media
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30. The QSR 50 Pizza/Pasta Segment
2011 US
2011 US AVERAGE TOTAL
SYSTEM WIDE SALES PER NUMBER OF CHANGE IN
SEGMENT 1 2011 U.S.
SALES IN AVERAGE UNIT TOTAL UNITS UNITS FROM
2011 U.S. SALES PER TOTAL
RANK COMPANY/CHAIN NAME MILLIONS UNIT (THOUSANDS) IN IN 2011
SYSTEMWIDE NUMBER OF CHANGE
2010
SEGMENT SALES (THOUSANDS TOTAL UNITS UNITS FROM
RANK COMPANY/CHAIN NAME (MILLIONS) ) IN 2011 2010
1 Pizza Hut 1 Pizza Hut
$5,500.0$875.0
$5,500.0
$875.0 58
7,600
7,600 58
2 Domino’s Pizza* $3,437.9 $679.0 4,907 -22
Pizza/Pasta Segment
2 Domino’s Pizza* 3 Papa John’s $3,437.9$786.0
$2,213.6 $679.0130
3,001 4,907 -22
4 Little Caesars* $1,480.0 $465.0 3,518 305
3 Papa John’s 5 Papa Murphy’s $2,213.6
$695.9 $559.5 $786.0 42
1,283 3,001 130
6 CiCi’s Pizza $516.0 $895.4 573 -21
4 Little Caesars* 7 Sbarro
$1,480.0$690.0
$420.0
$465.0 -70
611
3,518 305
5 Papa Murphy’s $695.9 $559.5 1,283 42
6 CiCi’s Pizza $516.0 $895.4 573 -21
7 Sbarro $420.0 $690.0 611 -70
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31. References
• Barrett, L. (December 2012) PMQ Pizza Magazine - Pizza power report 2013. Retrieved on December 10, 2012 at
http://www.pmqmag-digital.com/pmqmag/201212#pg24
• Bertoldi, M. (August 2010). The key to Old Spice’s social media success. Michaelbertoldi.com. Retrieved on November
25, 2012 at http://michaelbertoldi.net/the-key-to-old-spices-social-media-success-a-foundation-in-traditional-media/
• Bplans.com. 2012 Pizzeria franchise business. Retrieved on November 2, 2012 at
Planhttp://www.bplans.com/pizzeria_franchise_business_plan/market_analysis_summary_fc.php#.UJQ2B4Y3EXU
• Centers for Disease Control and Prevention. 2012. Overweight and obesity facts. Retrieved on November 17, 2012 at
http://www.cdc.gov/obesity/data/facts.html
• CiCi Enterprises, LP. 2012. Bright slice program. Retrieved December 10, 2012 at http://www.cicispizza.com/in-the-
community/bright-slice-program
• Domino’s Pizza, LLC. 2012. General menu. Retrieved December 9, 2012 at
https://order.dominos.com/en/pages/order/menu.jsp#/menu/category/all/
• Dominosbiz.com. 2012. Domino’s around the world. Retrieved November 2, 2012 at http://www.dominosbiz.com/Biz-
Public-EN/Site+Content/Secondary/International/
• Domino’s Investor Relations. 2011. Annual Report. Retrieved November 3, 2012 at http://phx.corporate-
ir.net/phoenix.zhtml?c=135383&p=irol-reportsannual
• Giandelone, E. 2011. Mintel – Pizza restaurants – US – December 2011. Retrieved December 9, 2012 at
http://academic.mintel.com.ezproxy.emich.edu/display/543324/?highlight=true#search_this_report
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32. References
• Little Caesar Enterprises, Inc. 2012. Pizza and products menu. Retrieved December 9, 2012 at
http://www.littlecaesars.com/pizza/products.asp
• Mintel. (December 2011). Attitudes toward pizza restaurants – US. Retrieved on December 11, 2012 at EMU Library.
• Mintel. (June 2012). 'Setting example' is most effective way to get kids eating healthily. Retrieved on November
12, 2012 at EMU Library.
• Mintel. (August 2012). Marketing to Millennials – US. Demographic Characteristics. Retrieved on November 12, 2012
at EMU Library.
• Mintel. (September 2012). Quick service restaurants – US – September 2012. Retrieved on October 30, 2012 at
http://academic.mintel.com.ezproxy.emich.edu/display/636769/
• Morrison, M. (August 14, 2012) Domino's revamping stores, drops 'pizza' from logo AdAge.com. Retrieved November
8, 2012 at http://adage.com/article/news/domino-s-revamping-stores-logo/236680/
• Nguyen, A. (July 27, 2012) Domino's pizza hits unprecedented $1 billion In U.S. digital sales In one year, thanking
customers with week-long 50% off pizza online offer. Computerworld, UK. Retrieved on November 9, 2012 at
http://www.thestreet.com/story/11575882/1/dominos-pizza-hits-unprecedented-1-billion-in-us-digital-sales-in-one-year-
thanking-customers-with-weeklong-50-off-pizza-online-offer.html
• Oches, S. (August 2012). The QSR 50 Pizza/Pasta Segment. The top pizza and pasta brands in quick service.
Retrieved December 8, 2012 at http://www.qsrmagazine.com/reports/qsr50-2012-pizza-segment-breakdown
• Papa John's International, Inc. 2012. Papa John's Non-profit charity involvement. Retrieved December 8, 2012 at
http://www.papajohns.com/about/non_profit.shtm
•
• Papa John's International, Inc. 2012. Welcome to Papa John’s online ordering menu. Retrieved December 8, 2012 at32
12/12/12
http://order.papajohns.com/menu.html

33. References
• Papa John's International, Inc. 2012. Welcome to Papa John’s online ordering menu. Retrieved December 8, 2012 at
http://order.papajohns.com/menu.html
• Pizza Hut, Inc. 2012. Pizza Hut. Retrieved December 9, 2012 at http://www.pizzahut.com/
• PizzaMarketPlace.com (January 16, 2012) Restaurant industry’s 2012 trends shaped by demographics nutrition.
Retrieved on November 1, 2012 at http://www.pizzamarketplace.com/article/189200/Restaurant-industry-s-2012-
trends-shaped-by-demographics-nutrition
• PizzaMarketPlace.com. (October 25, 2012) Gluten-free market jumps 28 percent in four years. Retrieved on
November 1, 2012 at http://www.pizzamarketplace.com/article/202685/Gluten-free-market-jumps-28-percent-in-four-
years?rc_id=312
• PizzaMarketPlace.com. (October 31, 2012) Restaurant consumers increasingly interested in technology. Retrieved on
November 3, 2012 at http://www.pizzamarketplace.com/article/202955/Restaurant-consumers-increasingly-interested-
in-technology?rc_id=312
• PizzaToday.com (October 23, 2012) Pie Five Co. introduces gluten-free crust. Retrieved on November 2, 2012 at
http://www.pizzatoday.com/magazine/2012-october-pie-five-co-introduces-gluten-free-crust
• PR Newswire. 2012. The Street. Domino's Pizza reinventing itself on the road, asking consumers to help design the
ultimate delivery vehicle. Retrieved November 23, 2012 at http://www.thestreet.com/story/11658897/1/dominos-pizza-
reinventing-itself-on-the-road-asking-consumers-to-help-design-the-ultimate-delivery-vehicle.html
• QSR Magazine. 2012. INDUSTRY NEWS. Domino's handmade pan pizza heats up with sampling event. Retrieved
November 23, 2012 at http://www.qsrmagazine.com/news/dominos-handmade-pan-pizza-heats-sampling-event
•
• QSR
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