1. Mr. Vishal MehtaInteractive campaign 2010Msc Marketing CommunicationIntern McCann London

2. Snapshot1. Situational Analysis2.Current strategy of Dominos3.Objectives4.Target Audiences5.Strategy6.Implementation7.Leaflet Print media8.Evaluation9.Promotional offer Budget10. Budget overview11. Scheduling12. Value of pizza and digitalised market 3. Situational Analysis 4. Situational AnalysisDominos global player in Pizza marketSelling 1 millions pizza everyday8773 Dominos outlets in 60 countriesPositioning 1st in global pizza 100% home deliveryStands 2nd in pizza consumer food servicesDoing large - scale of marketing promotionsDominos stands 1st in the biggest market in UK,Australia, US, Mexico, South Korea and TurkeyDominos 1st UK store open in Luton in 1985 5. Increase in Dominos international franchises indicatesbrand reputation and attributes Have a master franchises and effective distribution system in UKSource: WARC, 2009 6. Dominos leads in UK market and globalbrand image and valueSource: Euromonitor international, 2010 7. Target Audiences 8. Target MarketSource: Marketline, 2009 9. Target audiences/ segmentation WEALTHY ACHIEVERS WEALTHY EXECS PROSPEROUS PROFESSIONALS Age Group: 15-35 Social Grade: EDUCATED URBANITES ABC+C1+C2+D1+E ASPIRING SINGLES STARTING OUT SECURE FAMILIES SETTLED SUBURBIA. ASIAN COMMUNITIES. POST INDUSTRIAL FAMILIES BLUE COLLAR ROOTS 10. Dominos pizza category regional marketshare 11. Objectives 12. Objectives To create awareness by word of mouth and buzzgenerating viral marketing within the targetaudience Create interaction with customers and achieve asuccessful interactive campaign Buildrelationship with customers To gain consumer insights Reinforce the brand image IDM 2009/201012 13. Dominos currently states 20% of order placeddigitally and mission is to increase 50% by 2011. Drives consumer on login websites, to grabpromotional offers and share exciting offer to yourfriends by using social media. Grab more market share across the UK To have more customization data To infulence 3millions people in 4month 14. Objective to increase the pizza 100% homedelivery market performanceSource: Euromonitor international, 2010 15. Strategy & Implementations 16. Current Dominos strategy 2007-10 Dominos 1st player for implementing mobile phone orders. SMS Text on 61212 This mobile phone pizza orders drives the consumer to access the websites, which store payment information and past orders Dominos take advantage of the mobile phone users , to have a few click on websites for pizza delivery Needs to grab more market share Problem - Order placed only once in day via SMASource: WARC, 2009 17. Sametraditionaloffer sincelast 1 years Using address customizationdata 18. Core Brand Associations Brand resonanceFun Reliability For the Family 30 minFreshness QualitySharing Promotional 0fferHotHome-delivery servicesFriends & mates Will add Flavour 19. DM - Essential role played by direct mailLeaflet insight Different Pizza flavour having differentpromotional codeLeaflet distribution Goes to registered TargetAudience home address (customer acquisition) viaRoyal mail across the UKLeaflet Purpose to introduce and promote all theflavours to the Pizza seekers and drive them to thewebsites (www.dominos.co.uk) 20. Web-site insight Login to www.dominos.co.uk, for your surprise promotional offer, by entering your flavours pizza promotional code.1st click Login2nd click Pizza flavour promotional offer pages3rd click Click on your pizza bites4th next Before seeing offer fill five friends name, e-mail or mobile number, to grab this opportunity5th next After entering all the five name, view promotional offer6th click On selected social networking sites7th next Thanks for sharing your surprise promotional offer8th next Instant mail in mail box for using this web serivces and thanks for being a part of dominos family 21. Strategically steps of Dominos DM Dominos Leaflet at potential customer doorstepImplemenwww.dominos.co.uktatio ns View promtional offerGive five name , e-mail address of your mates Grab the opportunityShare this surprise on social networking sitesThanks for using this servicesNew TA, New customization data which helps to drive the Dominoscustomer acquisition and reintention, further to enreach customersatisfactions 22. Leaflet Front Page Every Bite, APromiseKept 23. 7011Pro xican lf Me f & H Ha - 30 mo Sizltio zlerTex ty Me l code nala Pr aty cod Or omoa 116 Mig otion Ex igina tion 0 e -3BQ tra l c al - 30 dem001va he cod as B l cohga esPronz e & e - 3 na 10a T o 001 o tio ano m a 11 to om VolcPr giVe atorGrab this opportunityMe log on toMuch more than your www.dominos.co.ukPr o Expectationsm 01 12 Tan otiona- 30 dle The oori H code - od Sizzot300 al c 115tionler mo nPro aiia Promotional code -300114131y Meltdown The Revenge Haw & Spic on - 300Hotou i Pa odell H on l c ssiFu pper tiona Meat LoversPe omosePr 24. F1 race ticketsF1 UK tickets 25. Evaluation Click through rate Traffic on official websites Widgets on Facebook New A/C opening on official websites E-mail response rate Potential customer login existing A/c Promotional offer sharing on Facebook, Twitter & MySpace Most promotional offer code entered on sites, give exactresult of UK tasty Pizza flavours Community engagement and comment on this offers 26. Promotional offer & Budget Ferrari - 40,000 ( 16 tickets for F1 formula raceheld in UK) 2500x16 = 40,000 i-Phone - 48,000 (400x120days) Leaflet 7,000,000 (7m)x1000 = 75,000 Thank You Envelope printing cost 4m =75,000 7000 Leaflet distributors - 120,000 (LD posted1000 Leaflet x22 per 1000 leaflet) Direct mail by Royal mail 2nd class services 142,000(4mx0.25p) Free advert on Facebook 27. Total budget - 500,000 28. SchedulingACTIVITIESApril 2011 May 2011June 2011 July 2011Print mediaLeaflet 6millions1millionsThankingEach customerWho haveParticipated in This contestEnvelopeInternetadvertisingi-Phone winning Every dayEvery day Every day Every dayF1 tickets4 tickets4 tickets 4 tickets 4 ticketswinningPromotional Discounts more Buy one get one Free meals forMuch more tooffer on webthan 5%free each day the party deliverpageFacebookEvery dayEvery day Every day Every dayE-mail advertE-mailEach day Each dayEach dayEach daymarketing 29. Value of the market 30. Value of MarketSource: Euromonitor international, 2010 31. Source: Euromonitor international, 2010 32. References WARC, 2010 Euromotinor international,2009 Marketline, 2009 Datamonitor, 2009 Newspaper, 2009 Acorn Profiles, 2008 33. Thanks for your attentions Every bites, a promise kept