domino's pizza marketing
Post on 23-Jan-2015
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BY: “OUT OF THE BOX”
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MEET THE TEAM
Steve Lau Smoked
Bacon
Nimeeta Sachdev Extra Cheese
James Del Gaudio Pineapples & Ham
Amber WaugamanPepperoni
3
THE CHALLENGE
Increase Mobile App
Orders
Create integrated marketing campaign Focus on retail space Ensure national reach Use budget of $250,000 Assume $5K flat fee for creative agency
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THE TARGET
Busy Parentsages 25-49
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ABOUT THE TARGET: LIFESTYLE
Work full-time jobs Commute 2+ hours daily Believe cooking is a “chore” Have only 30 minutes to prep, cook, eat, clean Are hungry after work/school - want to eat asap Don’t know what’s for dinner even by 4pm
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ABOUT THE TARGET: MEDIA
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THE COMPETITION Digital ordering = 30% of deliveries & carry-out
traffic 50% of digital orders come from mobile devices New app launched Nov 1, 2013 has GPS-enabled
capabilities Ad campaign to increase mobile efforts “InnerCrust” rewards program Dine-in option
2012 mobile ad campaign within Pandora’s iPhone app
Rewards program Partnership with Viggle to encourage users to
check-in to favorite TV shows to win free pizzas
Email blast urges consumers to download the Viggle mobile app to check-in, play games
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SWOT ANALYSIS
Strengths• Largest worldwide pizza chain• Strong brand equity • Quick service • Large menu selection• Leader in online & mobile ads• Efficient supply chain • Increasing international sales
Weaknesses• Serves high calorie, high fat foods• Franchise management• High employee turnover; no
career path for employees• Decreasing domestic sales
Opportunities• Improve efficiency• Improve home delivery service• Gain stronger hold of online and
mobile orders• Introduce new toppings that are
region specific• Go after emerging markets
Threats• Changing trend towards healthier
lifestyles• High competition from other
chains as well as fragmented independent pizza shops
• Increase in labor and food prices
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MARKETING STRATEGY In order to focus exclusively on increasing
orders via mobile application, Domino’s should leverage the increasing benefits smartphones provide to parents for their household decisions: quick and seamless access to information and orders
With the Domino’s application, dinner doesn’t have to be stressful. Putting dinner on the table is now easy, simple, and entertaining
Parents can now order a meal for the family with just a few taps of their smartphone
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PREPARING DINNERHAS NEVER BEEN
SO EASY. OR SO ADDICTING.
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TACTICS RECOMMENDATION
Redesign
Mobile App
“Dough for Domino’s” Rewards Program Return of the
“Noid” Game
Online Video
Mobile Coupons
Mobile Paid Search
In-store Posters
Groupon Flyers
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MOBILE APP REDESIGN Allow customers to view
menu, prices, and offers before order method
Add ability to 1) view previous orders; 2) store, check, pay with gift cards; 3) inbox to communicate
Add “Dough for Domino’s” and “Noid”
Incorporate PayPal, Google Wallet, etc.
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“DOUGH FOR DOMINO’S” REWARDS
Free, no-hassle, no-obligation for all Members can check point balance, purchase history,
store and keep track of rewards Points:
5 points when signing up through app 1 point for every $5 spent via phone or web 1 point for every $1 spent via mobile app
Rewards: 50% off for first mobile app order Free large pizza for every 50 points Free gift card for birthdays Discount for members who own 100 points, 250 points,
and 500 points based on customer preferences & purchase history
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RETURN OF THE “NOID” – THIS TIME, ON APP
Award 10,080 coupon codes every minute for 7 days for high scores Redeemable for app orders Code will save within app
Share scores on Facebook &Twitter
Launch teasers about the “Return of the Noid” on Instagram and Facebook
Promote in online video
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ONLINE VIDEO Humorous pre-roll ad with clickthru to app
Existing app users will be linked to “Noid” game to win a coupon
New app users will be prompted to download app
Showcase busy parents looking for a dinner solution. They quickly and easily order through mobile app and try to win coupon through “Noid”
Target adults 25+ Jan-Feb and Oct-Nov on CBS.com, Hulu.com,
YouTube.com
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MOBILE COUPONS
Rewards members & Noid winners receive coupon via app and email
User sends SMS to XXXX to redeem mobile coupon Foursquare users check-in for coupon Groupon mobile coupon ($10 for $20 pizza) Mobile paid search offers coupon promotions
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RETAIL PROMOTIONS
Strategically place poster on doors and next to takeout windows
4x6 flyer distributed by Domino’s cashier or deliveryman
Both will provide incentive for next purchase through Domino’s mobile app Redeemers will be asked to
enroll in rewards program
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METRICSTACTIC METRICS
Mobile App • # of downloads; # of uses, repeat uses, & duration of use• Activity: Rewards program, Order, Check status, Play NOID
Rewards Program
• Registrations/registration (by location and overall)• Spending habits: amount spent, items ordered, order method• Email open rate and CTR• Percentage of rewards opened, clicked, downloaded, /redeemed
NOID • App downloads during promotional week vs. previous• Marginal increase is 1 metric for new app users• # of games played• # of coupons redeemed
Online Video • Video views, completion• % of app downloads through ad; % of games played through ad
Mobile Coupon • # of users who SMS for code; # of opt-outs; # of redemptions• Amount spent
Mobile SEM • # of impressions and clicks• # of app downloads through ad; # of coupon redemptions through ad
Groupon • # of redemptions
Retail • # of impressions • # of orders using code; # of redemptions
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BUDGET ALLOCATIONTACTIC MEDIA COST
Marketing
Mobile Application Redesign $0
“Dough for Domino’s” Rewards Program $10,000
Noid Game $15,000
Online Promotions
Online Video $85,000
Mobile Coupons $50,000
Mobile Paid Search $35,000
Groupon $40,000
Retail
Poster $5,000
Flyer $5,000
Creative Fee $5,000
TOTAL MEDIA SPEND $250,000
MEDIA PLAN: FOCUS ON “FAMILY” MONTHS
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Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Redesigned Mobile App“Dough for Domino’s” Rewards Program
NOID Pizza Shootout GameRetail Poster and Flyer
Online Video Online Video
Mobile Coupon
Mobile Coupon
Mobile Search
Mobile Search
Groupon Groupon
Family time: Holidays & Football season
THANK YOU!
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