Executive Summary

This assignment focusses on the marketing communication plan of Domino’s Pizza. It

explains on the marketing communication plans and the strategies that needed to be followed

in order to do a plan of marketing.

It also focuses on the SWOT of the industry. It shows the internal and external capabilities of

Domino’s.

Furthermore, this assignment also focusses on the segmented and targeted group of people

who tend to be focused by Domino’s Pizza.

Acknowledgement

Foremost, we would like to express our sincere gratitude to my lecturer Ms.Lum for her

continuous support, patience, motivation, enthusiasm, and immense knowledge. Her guidance

helped us all the time in completing this project. Without her support I wouldn’t have

completed this project successfully. I would also like to thank all my friends with all the help

and guidance to complete this marketing communication project. Last but not least, we would

like to thank our family and friends.

Part B

Introduction.

Domino’s Pizza is a worldwide franchised restaurant. The business was initially started in the

year 1960 by Tom and James Monaghan in Michigan, United States of America. The first

Domino’s Pizza in Malaysia was opened in September 1997 by Tom Monaghan. As for now

there is about 124 stores in Malaysia. Domino’s Pizza has about 9000 outlets around the

world. The product that is being sold at Domino’s Pizza are pizza, pasta, cheese

sticks ,desserts, grilled wings, side dishes, soups and drinks. Domino’s do have their hotline

number 1-300-888-333 for the ease of the customers which is used to order their choices of

food through a phone call. Recently, Domino appointed David Wild as their new CEO.

(Hemsley, 2015)

Product Information.

Domino’s Pizza has been providing different pizza recipes on their own secret taste such as

cheesy double decker which is with double crunchy thin crust added with cheddar cheese and

hand tossed crust with buttery garlic pervaded oil. Domino’s Pizza also differentiates the

products by presenting with flavors of local through halal practiced organization in Malaysia.

Their fast and on time delivery service is also their strength that differentiates their brand

with other market competitors.

Objectives

Mission Statement

The mission of Domino Pizza is sell more pizza, have more fun.

Vision Statement

A company of exceptional people on a mission to be the best pizza delivery company in the

world.

Situation Analysis.

In 2013, Domino’s enable its growth by being joined with a good advertising party which at

low cost at the same time it improves the brand awareness. In the year 2009, Domino’s

branding tuned well and earned the name as the top pizza delivery company after their

successful re-branding “Oh Yes We Did,” campaign. Domino’s has also strong brand

awareness because it is widely known to all. Moreover, franchised domestic and Domino’s

owned stores have financed around 1.4 billion USD in advertising in the United States.

Domino’s continued to strengthen their brand awareness in a large-scale through television

advertising, radio and also through promotions which is based from web page. Domino’s has

also reinforced their marketing communication with Coca-Cola. The marketing

communication tools that is being used by Domino’s Pizza currently is through You Tube,

social media such as Facebook, radio advertisement, set value promotion such as buying in a

combo, gift vouchers, coupons, banners, sponsorships, and also through their official

websites. Television advertisement is very important for an organization because it makes the

consumers to increase their interest if it that attracts them and they will have the feelings to

get the product. (Soloman, 2004)

Consumer Analysis.

The consumer analysis of Domino’s Pizza are those within the age group of 18-24. This age

group of people will go for the taste. There are mainly concerned on the taste of the food.

There is another group of people within the age of 25-54. This group stage people who are

very concerned about the health. They need healthy and nutritious food. Domino’s Pizza do

caters the both group of people. Students are also Dominos main consumers. Dominos cater

athletes as a sponsorship to get advertised publically.

Competitor Analysis.

The pizza industry is a competitive industry and developed marketplace. Many competitors

such as Pizza Hut, Mc Donald’s and also Kentucky Fried Chicken are very competitive. The

competition is getting tougher from restaurants and also from homes. These people are

buying ready made products from the market and do it at home. Restaurants are also using

ready made products to run their business. (Silverstein, 2015 )

The Internal Capabilities.

The internal capabilities of Domino Pizzas are their R&D department. They tend to do

research on the markets on the motive to improve their business growth. Their human

resources department is also their internal capabilities whereby they bring in qualified and

skillful employees to provide a good service to its customers.

SWOT Analysis

SWOT analysis focuses into the strength, weaknesses, opportunities and also threats of an

organizations. The internal environment is based on the strength and weaknesses whereas the

opportunities and threats refers to the organizations external environment.

Strength

Domino’s Pizza main strength is their rapid delivery service which only takes about 30

minutes. If the delivery is later than the time given, customers will be getting a free redeem

vouchers as a compensation for their next orders. Dominos has also introduced a GPS

Tracker system where the customers can make their online orders and the customers would

be able to check out the status of their order from their homes. Moreover, their strong brand

name is also their main strength. It operates in more than 70 countries around the world.

Dominos exposure is wide as a fast food restaurant.

Weaknesses

The weaknesses for Dominos arises from the poor turnover due to lack of training. This is a

big issue for Domino’s Pizza because there are many unqualified employees and also the

employees who tend to leave the job that causes an unreliable service for the customers. The

nutrition content of Dominos are also a weakness for Dominos. It is so because the content of

fat and calorie is high which is not good for people who are health conscious.

Opportunities.

The opportunities of Dominos are their business in highly populated countries such as India

and China. The business will get better if they have good exposure in highly populated

countries because there will be more demand for Domino’s Pizza. Domino can also focus on

providing healthier nutrient food to capture the interest of those who are health conscious.

Nowadays, people are looking for healthy foods because of health problems. Domino’s Pizza

should focus more in providing healthy food in order to capture the marketplace. Most of the

fast food restaurant doesn’t focus in providing healthy foods so these can be an opportunity

for Dominos to be healthy fast food restaurant. (Salem, 2014)

Threats

The main threats for Domino’s are its competitors. The growth of Domino competitors has

been increased. Its fast food competitors are such as Pizza Hut, Kentucky Fried Chicken

(KFC) and also Mc Donald. Changing customer habits in consuming healthier food is also a

threat for Domino’s Pizza. Nowadays, people will go for healthy foods in order to be healthy.

If Domino’s doesn’t provide healthy food customers they will lose their customers.

Objectives

The objectives that Domino’s Pizza has to implement to improve their marketing

communication plans for promotion in the period of February 2016 to January 2017.

1. Increase the product awareness by 60% in the duration of Feb 2016 to May 2016.

2. Increase the amount of sales 30% in the duration of June 2016 to Sep 2016.

3. Continue to remain the customers in the duration within Oct 2016 to Jan 2017.

Marketing communications plays an important role in achieving the objectives. Domino’s

main competitor is Pizza Hut. Pizza hut is also doing good business in fast food industry.

Domino’s has to increase their brand awareness by using more communication tools. In

addition, there is 4 months gap for each objectives to be achieved. Since Domino are less

aware on branding compare to Pizza Hut they should more focus on the brand awareness.

Domino has to increase their brand awareness in the gap of February 2016 to May 2016.

The second objectives is an important one. Increasing the amount of sales by conveying the

content of ingredients of healthy Domino’s Pizza by providing health tips information on the

advertisement. The third objective is to remain the customers of Dominos by doing sales

hours such as giving discount for early birds and to give questionnaire for the targeted

customers to evaluate the standard of Domino Pizza. (Joseph, 2015)

Creative Strategies and Tactics to be implemented.

This strategies and tactics are needed to successfully implement the plans and to reach the

objectives to produce a marketing communication plan.

Creating awareness of the product.

This objectives can be reached by online advertisement and sales promotion. I will choose

online advertisement by using social media as a tool of communication. Social media is

comparatively cheaper than other sources of advertising. Social media can reach people faster

than other communication tools. In social media, Domino’s should concern more on the

health conscious person. It so because there are so many people who likes Domino’s Pizza

but worried of the unhealthy ingredients that contains in Domino’s Pizza. This can be done

by inviting Gordon Ramsay. Gordon Ramsay is a very well-known chef in the culinary

industry. He is being admired by many cook and those who love cooking. In addition to that,

as to create product awareness Domino’s Pizza should invite Gordon Ramsay to talk about

Domino Pizza’s taste and the healthy ingredients that contains in Domino’s Pizza in social

media such as in you tube. Gordon Ramsay has win many cooking competition and currently

he is the best in cooking. He will best suit to talk about Domino’s Pizza. Gordon Ramsay’s

ideas, perception and interest in food is an extra advantage for Domino’s Pizza. His

appearance in you tube could make many to be aware of the Domino’s product. Furthermore,

the video and message will reach all other social media such as Facebook, twitter and many

other social media throughout the world. This should be done in the gap within Feb 2016 to

May 2016.

Increase the amount of sales.

Sales promotion is another communication tools that can be used in Domino’s Pizza to reach

the objectives of increasing the sales. Sales promotion can be done by giving a certain price

reduction to the targeted customers for those who have been following Domino’s Facebook

page on its update in Facebook. These Facebook followers will remain to get recent updates

and share their thoughts with people and many people will get to know the updates and the

discount rates on time. In addition sales promotion can also done by giving free gifts or

souvenirs to the customer on the Domino’s outlet. This will make the customers to come to

Dominos. According to it, gifts can be given such as with Domino’s logo such as cap, mugs

or can be also a t- shirt. Besides that, giving away personal size pizza for the first 20 people

on a specific day can also be a sales promotion method that can reach the customers on the

taste and services of Domino’s Pizza. This can help to reach in increasing the sales by 30% in

the duration of June 2016 to Sep 2016.

Remaining the customers.

This objective can be done through promotion. Domino’s Pizza can persist their customers by

having sales hours such as providing discounts for early birds. These can be done by having a

specific time maybe twice a month to give discount 20 earliest customers a certain period of

time. In addition to that, by doing this customers will tend to come to Domino’s Pizza and

become a regular customers. These customers will inform others about Domino’s Pizza and

more customers will come to Domino’s Pizza .Furthermore, by doing sales hours Domino’s

Pizza will have the business reputation and the sales of the Dominos turned well. Besides

that, Dominoes can also give questionnaire to their customers. This questionnaire can help

both customers and Domino’s. In addition to that, customers can give their suggestion and

comments to improve the organization. Domino’s Pizza can also improve their weaknesses

according to its customers. This will lead to good reputation of the customers to Domino’s.

Current Product Strategy.

The product of Domino’s Pizza is very much important in term of food quality and the taste

of the food to the customer. Customers expect the product to be healthy and also tasty. Most

of the customers will be very health conscious, so in order to entertain their expectation,

Dominoes should more focus on the content of the ingredients. Taste is something which

Dominoes should consider on. Dominoes should have a standardized recipe to focus in

having all group of ages. It is so because there are people in the age group of 18 to 24 who

need taste of the food. Besides that, there are group ages within 25 to 50 who gives

importance on health issues. Furthermore, the updates of the new recipes that covers all group

ages needs to update in social media.

Current Pricing Strategy.

Pricing strategy is also one of the major strategy that needs to be considered. The pricing

strategy of Domino’s Pizza are depending on their cost of advertisement and current

economic strategy. Price can differ time to time. The advertisement costing is the most

expensive expenditure. Domino’s Pizza caters with good pricing which are affordable to all

group of people.

Segmentation, Positioning and Target Marketing.

The segmentation groups of Domino Pizza are opened to all. It doesn’t focused in one.

People who are tend to buy fast food due to limited time of meal are one of the targeted group

of Dominoes. Children are also the targeted group of people. There are age group for targeted

group of Domino’s Pizza such as group within the age of 18 to 24, there are also group age

within 25 to 50 who are the consumer of pizza. Domino’s Pizza are the youngster’s choices.

Dominoes need to focus in providing people with healthy and tasty.

Budgeting

Marketing Communications Tools Budget

Objective 1: Creating awareness of the product.( Advertising and

Inviting Celebrity Chef Gordon Ramsay)

USD 20,000.00

Objective 2: Increase the amount of sales.( Sales Promotion) USD10,000.00

Objective 3: Preparing Sales Hours( To Remain Customers) USD5,000.00

Total Budget USD 35,000.00

The total budget USD 35,000.00 will be the expenditure of marketing communication plan.

The costing to create the brand awareness is around USD 20,000.00.This includes the

payment for the celebrities.

Besides that, the amount of sales will be costing around USD 10,000.00. This includes in

giving out souvenirs and gifts to the customers.

The costing for sales hours will be around USD 5,000.00. This includes the pricing to remain

the customer by sales hours and early bird discount and free regular pizza.

Action and Control.

This show the controller of the marketing plan of Domino’s. It shows the sales percentage of

Domino’s Pizza.

Sales (%)

Percentage

100

80 Objectives

60

40

20

0

1st period 2nd period 3rd period

The sales percentage has been increased from the first period to its second period. The

objectives of Domino’s Pizza such as creating awareness of the product, increasing sales and

the costing of products to achieve the customers satisfaction.

Conclusion

As a conclusion, marketing communication plan has many steps to be followed in order to

achieve a strong marketing plan for an organization. Domino’s Pizza needs a good

advertising plan and they should mainly focus on providing healthy meals to its targeted

group of people. Besides that, Domino’s Pizza has to follow the correct strategies such as

pricing, product, positioning and also good market segmentation in order to achieve the goals

in having a good marketing plan. Moreover, budgeting is also an important task that should

be considered. A correct financial management should be implemented in order to be

stabilizes in the market. Action and planning is also important for an organization to achieve

its goal in creating a strong marketing communication plan.

References

Hemsley, S., 2015. Domino's Pizza Group plc.Delivered by global3digital. [Online]

Available at: http://investors.dominos.co.uk/media/news/appointment-chief-executive-officer

[Accessed Monday May 2015].

Joseph, C., 2015. Copyright 2015 Hearst Newspapers, LLC. [Online]

Available at: http://smallbusiness.chron.com/types-sales-promotions-3318.html

[Accessed Friday May 2015].

Salem, I., 2014. Domino Pizza. [Online]

Available at: http://pizza.dominos.be/en/corporate/about-dominos

[Accessed Wednesday May 2015].

Silverstein, S., 2015 . REV Asia. [Online]

Available at: http://www.businessinsider.my/dominos-pizza-hut-best-value-money-cost-per-ounce-

analysis-2015-3/#WqqS5ZOkCORBxrT8.97

[Accessed Tuesday May 2015 ].

Soloman, 2004. IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVIOR, Lahore: Academic Research

International.

Appendix

1. Domino Pizza Logo. 3. Domino’s one of the outlet.

2. Domino’s Voucher 4. Domino’s Sales Day