Domino’s “Where Pizza Meets Mobile!

Contents

Executive Summary……………………………………………………………………..3 2.0 Promotions Opportunity Analysis………………………………………………….3

2.1 Communications Market Analysis 2.1.2 Opportunity Analysis 2.1.3 Target Market Analysis 2.1.4 Customer Analysis

2.2 Market Segmentation Strategy 3.0 Corporate Strategies………………………………………………………………...6

3.1 Corporate Image Strategy 3.2 Brand Development Strategy 3.3 Brand Positioning Strategy 3.4 Distribution Strategy 3.5 Business to Business Strategy 3.6 Public Relations Strategy

4.0 IMC Management…………………………………………………………………...9 4.1 IMC Objectives 4.2 IMC Budget 4.3 Internet Strategy

5.0 Creative Brief………………………………………………………………………11 6.0 Consumer oriented IMC Strategies……………………………………………….11

6.1 Budget Allocation 6.2 Integrated Marketing Communication Approaches

6.2.1 Advertising Goals 6.2.2 Advertising Design Consumer 6.2.3 Advertising Design Consumer 6.2.4 Permission Marketing 6.2.5 Loyalty Program 6.2.6 Other IMC Methods 6.2.7 Public Relations 6.2.8 Direct Marketing

6.3 Integration 6.4 Datebase Programs

6.4.1 Database Warehouse 6.5 Media Plan and Flowchart

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6.6 Interactive and New Media 6.7 Evaluation Methodology (Metrics and Analytics)

7.0 Trade Partner IMC Strategies………………………………………………..16 7.1 Trade Channel Budget Allocation 7.2 Integrated Marketing Communication Approaches

7.2.1 Advertisingo 7.2.1.1 Advertising Goalso 7.2.2.1 Budget Allocationo 7.2.2.2 Package Design

7.2.2 Trade Promotions 7.2.3 Personal Selling 7.2.4 Database Programs

o 7.2.4.1 Database Warehouse 7.2.5 Direct Marketing 7.2.6 Interactive and New Media

7.3 Media Plan and Flowchart (All communication platforms) 7.4 Integration 7.5 Evaluation Methodology (Metrics and Analytics)

8.0 Measurements and Evaluations…………………………………………………21 8.1 B2C Campaign

8.1.1 B2C Target Audience 8.1.2 B2C Campaign Objectives 8.1.3 B2C Measurement of Campaign Objectives 8.1.4 B2C Objectives by IMC Approach 8.1.5 Measurement by IMC Approach

8.2 B2B Campaign 8.2.1 B2C Target Audience 8.2.2 B2C Campaign Objectives 8.2.3 B2C Measurement of Campaign Objectives 8.2.4 B2C Objectives by IMC Approach 8.2.5 Measurement by IMC Approach

9.0 references………………………………………………………………………….25

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Executive Summary

“Each day, more than 1 million customers enjoy hot, delicious Domino’s Pizza products on every inhabited continent on Earth, because we operate over 9,000 stores in more than 60 countries, all dedicated to our focus of providing great-tasting pizza delivered directly to your door or available for carryout. We pioneered the pizza delivery business, and our total system sells more than 400 million pizzas worldwide every year (Domino’s Investor Relations, n.d., para. 1).”

This integrated marketing communication is designed to market the mobile application and items which Dominos sells. Pizza, salads, desserts and baked goods. The plan will include a analysis and strategies along with objectives to gain success of the IMC plan described below. Domino’s primary and secondary markets will provide the company a greater understanding of the market in order to ensure the segments are being targeted appropriately to increase Domino’s ROI. Overall the goal for this IMC plan is to:

Increase awareness about Domino’s mobile ordering system application Create campaigns with sports organizations by implementing QR codes so that

consumers can receive discounts via jumbotrons and aerial billboards. Increase the number of ordering through the online mobile application. Dominos will utilize five marketing channels such as digital, promotions, social media,

television, and public relations to effectively monitor the success of their IMC campaign and their point of sale ordering system.

2.0 Marketing Opportunity Analysis

In the current global information age, our client Domino’s is the recognized world leader in pizza delivery. Domino’s operates a network of company-owned and franchise-owned stores in the United States and international markets (About Domino’s Pizza, n.d., para. 1). Here, we will examine the market climate in the United States for Domino’s by evaluating their direct and indirect competitors, its history and current position, the points of difference distinguishing it in the marketplace, and the segments of the market vital to Domino’s growth.

2.1.1 Competitive Analysis

It is critical that Domino’s be able to identify and understand their competition. The companies shown below are Domino’s direct and indirect competitors, their strengths, weaknesses, opportunities, and threats as they affect Domino’s target market share.

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Domino’s SWOT Analysis

Domino’s is the recognized world leader in pizza delivery operating a network of company-owned and franchise-owned stores in the United States and international markets(About Domino’s Pizza, n.d., para. 1). Domino’s Pizza is based in Ann Arbor, Michigan and has been creating innovative pizzas since the 1960s.

Strengths

Aggressive promotions Menu ordering available via digital devices and on Facebook. Options available for opting out of different kinds of cookies. Industry leader in the pizza delivery business Franchise-owned stores globally Domino’s Smart Slice Lunch Pizza Program which aids in nutritional options for

children. Mobile menu ordering technology available for customers via smart phones and e

readers.

Cause Marketing efforts.

Weaknesses

Mobile menu ordering system lacks consumer awareness.

Opportunities

Streamline their mobile online ordering system. The ordering system is time consuming when initially setting the user profile. Implementing a voice activated ordering system may assist customers with disabilities in addition to quicken the ordering process.

Employing an IMC campaign around six major sporting venues in the United States during the first six months of the 2013 calendar year.

Include the Smart Slice Lunch Program for businesses to offer their employees or business associates.

Threats

The potential for third party breaches regarding customer’s personal information.

Direct Competitor’s SWOT Analysis: The direct competitors of Domino’s consist of Round Table Pizza, Pizza Hut, Little Caesar’s, Hungry Howie’s Pizza, independents, Godfather’s Pizza, Papa John’s Pizza, Cici’s Pizza, and Papa Murphy’s. Some of the direct competitors operate on a local, regional, national, and international level (Appendix A: Direct Competitors SWOT Analysis).

Indirect Competitor’s SWOT Analysis: Indirect competitors of Domino’s consist of nationally recognized frozen pizza brands such as Tombstone Pizza, Tony’s located in the frozen food

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section at local grocery stores, and fast food restaurants such as Taco Bell, McDonalds, and Subway (Appendix B: Indirect Competitors SWOT Analysis).

2.1.2 Opportunity Analysis

Utilizing five marketing channels such as digital, promotions, social media, television, and public relations during the months of January through June 2013 calendar year will allow Domino’s to effectively monitor the success of their IMC campaign and their point of sale ordering system. This can be achieved by employing the IMC campaign around six major sporting venues in the United States (Appendix C: Sporting Events).

2.1.3 Target Market Analysis

The Pizza Lover is Domino’s primary target market. Domino’s target market consists of 93% of the American population (Figure 1.0. Who Eats Pizza). “Identifying the consumer target is important because different consumers may have different brand knowledge structures and thus different perceptions and preferences for the brand (Keller, K. L., 2008, p. 99).”

The Millennial demographic is a subset of the target market.  A Pew Research Center Report profiles 50 million Millennial who currently span the ages of 18 to 29 (Millennial:  Confident, 2010, para 15).”  The consumer-oriented objective is to increase sales in mobile ordering system.

Domino’s Primary Target Market is comprised of pizza lovers. The subset of the target market is the Millennial Demographic.

Domino’s secondary target market is comprised of businesses, schools, and organizations.

2.1.4. Customer Analysis

Domino’s customers are price conscious consumers desiring a gourmet style pizza without the high price like many specialty gourmet pizza companies. Their customers require several methods to be employed to place an order, whether the order is placed via mobile devices, computer, land line, or walk-in.

2.2 Market Segmentation Strategy

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Segmentation of Domino’s primary target market is essential to ensure accurate product differentiation and product positioning that will meet the needs of all Domino’s market segments.

Segmentation of Domino’s secondary target market is essential to ensure accurate product differentiation and product positioning that will meet the needs of all Domino’s market segments. Marketing segmentation for Domino’s secondary target consists of businesses, schools, and organizations.

3.0 Corporate Strategies

To succeed, Domino’s Pizza must accomplish the following:

Create awareness about Domino’s mobile ordering system by utilizing jumbotrons and aerial billboards during six major sporting events that will result in sales (Appendix E: QR Code displayed on jumbotron). Utilizing QR Codes on jumbotrons and aerial billboards will increase Domino’s current percentage of mobile order sales by 30 percent (Appendix F: Domino’s QR Code). “Domino’s has used QR codes before in a promotional flyer during the college football season and had experienced favorable results (Domino’s QR Code delivered, 2011, para. 2).” Targeting their primary target market, the Millennial with “hassle-free” ordering all at the touch of their mobile.

Millennials visiting the Domino’s mobile site or online site will provide Domino’s the ability to gather customer information that third parties can evaluate. Evaluating consumer information can provide Domino’s with a consumer’s regions that are viewing and utilizing Domino’s mobile ordering system all of which will aid in their geo-demographic segmentation strategy.

The marketing strategy for Domino’s Pizza will be to:

Boost Domino’s over their competitors. Establish Domino’s with the Pizza Lover Millennial segment, schools, organizations, and

businesses. Establish effective marketing strategy with franchises and the six sporting events utilizing

QR codes displayed on jumbotrons and aerial billboards.

3.1 Corporate Image Strategy

The primary target market for Domino’s is the Pizza Lover Millennial demographic, “Pizza Lover” and will be the focus of Domino’s corporate image Strategy. The objective in creating brand imagery for Domino’s can be achieved by meeting the Millenial Pizza Lover’s

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psychological and social needs. “It is the way people think about the brand abstractly, rather than what they think the brand actually does. “Keller, K.,, 2008, p.65).”

3.2 Brand Development Strategy

The Brand development strategy is focused towards consumers who purchase the food items at the company. Pizza lovers are the consumers who enjoy the delicious taste of the companies’ product and therefore end up purchasing the item. The concept is on “Pizza Lovers” who indulge in the taste of the pizza. A strategy where we are simply focusing on the customer needs. In order for consumers to return back for more, the company must utilize new product development, which has more items on the menu such as multiple types of pizza toppings, multiple types of salads and side dishes.

Consumers want more than just pizza and a drink when purchasing from Domino’s. Consumers need to be provided with multiple options to choose from which will allow them to purchase other items off of Domino’s mobile ordering menu. Dominos can include a QR code displayed on new and traditional mediums that consumers can scan the QR code to receive a 50% percent discount on one personal pan pizza when ordering during one of the five major sporting events, and at the same time get updates about the sporting event that are not available elsewhere (Appendix F: Domino’s QR Code).

3.3 Brand Positioning Strategy

Domino’s position strategy will be that its baked goods products and technology tools will play a role where consumers can utilize both website and mobile to order pizza. Domino’s has been ubiquitous in their creative depiction regarding their brand position strategy through the pizza company’s history. They have always been about timing and delivery by allowing consumers view or know the status of their orders.

Positioning Statement: The pizza industry is a unique because where it is receptive to innovative ideas and unique items. Domino’s is the leading marketer that delivers unique product solutions to make life a little easier as pizza brings people together!

Campaign Promise: Domino’s Pizza offers innovative and unique technology tools that will make life easier to order and will allow the consumer to have pizza within minutes. Implementing QR codes will simplify the consumer’s ordering process.

Campaign Theme: The campaign theme embodies the core benefits behind engaging in the Domino’s overall experience, all of which consists of new technological advancements that simplifies the consumer’s ordering process and also receive promotions. Domino’s Pizza offers innovative and great food that brings people together as they can enjoy the experience and taste

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of baked goods within minutes along with the ability to satisfy the consumer needs and wants immediately.

Tone: The tone of this campaign will be entertaining in allowing our target market the Pizza Lover Millennials to be engaged by utilizing traditional and new marketing mediums. Consumers utilizing Domino’s mobile application will allow the consumer to be engaged with Domino’s mobile ordering system, and at the same time they will be given the opportunity to get information regarding the sports events that cannot be viewed elsewhere.

Style: Domino’s is a respectable company representing highly respected brand. It is imperative that we treat Domino’s with due dignity.

Locating stores and placing orders has never been easier for Domino’s customers. With their virtual store kind website, orders now can also be placed through mobile phones.

The point of difference is that it concentrates on delivery ordering and mobile ordering. Domino’s aims at fast home delivery of pizza when consumers want to have pizza at home they think of calling and enjoying the experience while at home.

The packaging of the pizza has been quite extraordinary in the sense that it serves the basic purpose of “serving hot tasty pizza directly out of the oven.”

3.4 Distribution Strategy

Domino’s distribution strategy includes their point-of-sale (POS) ordering system that is available via their mobile ordering app and on their web site. Mobile menu ordering technology is available for customers via smart phones and e readers. “Domino's debuts its ordering app for Android phones. This, in addition to its existing iPhone app which debuted in 2011, offers a Domino's mobile ordering app to more than 80 percent of smartphones (Making Pizza Since, n.d., para. 35).”

Domino’s products are available for pickup or delivery at 7,167 locally owned and operated franchise locations throughout the United States (Appendix G: United States Domino’s Pizza Locations Per State). All supplies are distributed through Domino’s corporate offices. Domino’s highly successful distribution strategy is what gives them a competitive edge over their competitors.

3.5 Business-to-Business Strategy

The business to business strategy is essential to the Domino’s Pizza’s integrated marketing and communication campaign. Domino’s products are available for pickup or

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delivery at 7,167 locally owned and operated franchise locations throughout the United States (Appendix G: United States Domino’s Pizza Locations Per State). Domino’s Pizza Smart Slice Program is currently being used at several schools in the United States and this program can be developed to offer businesses and organization in all the states that has a Domino’s franchise. This is an opportunity for Domino’s provide these entities with healthy options for businesses and organizations especially when society is looking for healthy food options that will aid in reducing the obesity rate in the United States. Businesses, schools, and organization can utilize Domino’s mobile or web site ordering technology to expedite large and small orders.

3.6 Public Relations Strategy

The public relations strategy will create awareness about Domino’s mobile ordering system and their QR code. “Domino’s incredible mobile ordering, along with traditional online ordering, makes up 30 percent of Domino’s sales. Domino’s estimates it is one of the top ten e-commerce retailers when measured by number of transactions (Domino’s Pizza Expands, 2012, para. 5).”

The public relations plan will promote their mobile ordering system during January 2013 through June 2013. This will be achieved by working in conjunction with collegiate and professional sports partnerships.

Public Relations Marketing Goal

Domino’s public relations and marketing goal will be to increase awareness about Domino’s mobile ordering system with the Pizza Lover Millennial demographic.

The public relations strategy will create awareness about Domino’s mobile ordering system. Collegiate and Professional Sports will help in achieving the desired goals and objectives of the Domino’s public relations/marketing plan during January 2013 through June 2013. The Domino’s website is the site where Millennials can create a user profile for all mobile and web site orders. Domino’s and their third parties will track and monitor all registered Millennial demographic through the course of the “Domino’s Pizza Mobile Ordering System” Campaign. Domino’s has an added safety measures employed to protect the privacy of user’s identifiable information in the form of a consumer privacy policy.

4.0 IMC ManagementThe overall campaign management consists of $30 million that will be used to advertise

and create awareness about Domino’s mobile ordering system. The campaign will be conducted from January 2013 through June 2013. The objective is to create awareness with the Pizza Lover Millennial demographic by utilizing Domino's mobile ordering system via mobile devices, Apple devices, and Android devices that will aid in increasing sales.

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4.1 IMC Objectives

Domino’s primary objective will be to create awareness about their mobile ordering system. To achieve this goal, Domino’s will need to create awareness with the Millennials, businesses, schools, and organizations. Employing the communication opportunity analysis, the following IMC Objectives will be the focus for the Domino’s Campaign.

Increase awareness about Domino’s mobile ordering system with the primary target market the Millennials.

Increase awareness with secondary target market the businesses, schools, and organizations regarding the Smart Slice Program that can be utilized using the mobile ordering system.

4.2 IMC Budget

Budget Allocation Overview

The budget for the Domino’s marketing campaign is $30,000,000. This budget will cover production of a 30-second advertisement, email, online, digital advertising, media-based product partnerships. The budget has been distributed into four major areas of allocation (Appendix H: Marketing Communications Budget Allocation (by percent).

Budget Allocation

The Domino’s Pizza campaign will utilize all forms of media that are necessary to capture all audiences. The advertising dollars will be allocated depending on the effectiveness of a particular type of media.

40% Television Advertising $12,000,00 17% Print $5,100,00015% Aerial Billboard/Jumbotron $4,500,000 20% Interactive $6,000,0003% Public Relations $900,000 5% Direct Marketing & Trade Promotions $1,500,000

4.3 Internet Strategy

The use of technology has become increasingly a powerful new marketing medium. The ordering app on the Android operating system includes additional ordering features, which improve the experience for customers. The GPS location function allows customers to locate their nearest Domino’s Store for pick up orders, while the optional home screen widget means they can receive exclusive offers and get Pizza Tracker updates without going into the App.(Domino’s Pizza). Domino’s current percentage of mobile order sales and traditional ordering sales will be from 30 percent all by targeting their primary target market, the Millennial.

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“Domino’s has used QR codes before in promotional flyers during the college football season and had experienced favorable results (Domino’s QR Code Delivered, 2011, para. 2).”

The goal is to increase sales by another 30% in sales and build revenue from online ordering and mobile app ordering. One way to increase sales is to utilize QR codes at sports events on Jumbotrons and aerial billboards that will provide consumers with the opportunity to “snap” the QR code in order to receive promotions, and additional information regarding the sporting event that cannot be viewed from any other source.

5.0 Creative Brief (See Appendix I: Creative Brief )

6.0 Consumer-oriented IMC Strategies

The integrated marketing and communications strategy for Domino’s “Where Pizza Meets Mobile” campaign is to communicate with the primary target market by incorporating non-traditional and traditional media that will ensure the Millennial demographic is being kept engaged. Utilizing five marketing channels such as digital, promotions, social media, television, and public relations during the months of January through June 2013 calendar year will allow Domino’s to effectively monitor the success of their IMC campaign and their point of sale ordering system. This can be achieved by employing the IMC campaign around six major sporting events in the United States.

Domino’s primary objective will be to create awareness about their point of sale mobile ordering system which will prompt a sale. To achieve this goal, Domino’s will need to create awareness with the Pizza Lover Millennial demographic that will result in sales for Domino’s. Employing the communication opportunity analysis, the following IMC Objectives will be the focus for the Domino’s Campaign.

Increase awareness about Domino’s point of purchase mobile ordering system with the primary target market the Millennials.

6.1 IMC Budget Allocation

Budget Allocation Overview

The budget for the consumer oriented IMC strategies for the Domino’s marketing campaign will be $25,500,000. This will cover production of a 30-second advertisement,

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online/social media, digital advertising, aerial billboards, jumbotron advertisements, print media, and public relations. The budget has been distributed into five major areas of allocation.

Budget Allocation

The Domino’s Pizza campaign will utilize all forms of media that are necessary to capture all audiences. The advertising dollars will be allocated depending on the effectiveness of a particular type of media (Appendix J: IMC Budget Allocation-consumer).

Television Advertising: 47% will be allocated for television advertising. Television is a powerful marketing medium because it allows for advertising that has the potential to reach millions of viewers. Television offers a visual and sound that can attract the Pizza Lover Millennial demographic.

Print: 20% will be used for print. Print and is very effective because it has the potential to provide the consumer with detailed product information.

Aerial Billboard/Jumbotron: 15 % will be allocated for aerial billboard/jumbotron. This type of advertising supports the flow of performance and image information directly to consumers. This is an important approach because it is a face-to-face interaction with one or more prospective consumers for the purpose of making sales.

Interactive: 18% will be allocated for Interactive. This method is great for interacting with consumers directly. This type of marketing includes crucial online and mobile brand-building tools.

6.2.1 Advertising

Marketing and advertising plays a vital role in any campaign. The outcome for Domino’s advertising is to target online viewers to create “buzz” via the net. The web is very massive and can target many wide groups. The Millennials who enjoy baked foods are a target market to reach viral online. Scifo mentions there are ten advantages of Online Advertising that can help build “buzz” for your campaign and product (Appendix K: Ten Advantages of Online Advertising (Scifo, G., 2010).

6.2.2 Advertising Goals

Advertising goals will include advertising via online, social media, jumbotrons, and aerial advertisements during sporting events in the United States (Appendix E: Sporting Event QR Code Displayed on Junbotron).

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Utilizing Internet advertising as a marketing tool is beneficial in reaching the Pizza Lover Millennial demographic. “For instance, wider coverage, targeted audience, affordable, easy to track and measure conversion, speed, informative, flexible payments, better ROI, easy audience engagement, and better branding (Scifo, G., 2010).”

6.2.3 Advertising Design ConsumerThe development of marketing channels such as digital, promotions, social media, television,

and public relations will include brand elements in all Domino’s advertisements. In order to build awareness to Domino’s baked goods, five brand elements will be utilized. The five brand elements to be used in all advertisements will be the name, URL, new logo, slogan, and packaging.

Name: Domino’s name will be included on all digital, promotions, social media, television, and public relations advertisements. Domino’s name captures the key associations of the product in a memorable, meaningful, and likeable manner.

URL: Domino’s Uniform Resource Locator is currently registered. Logo: Domino’s logo consists of the newly created logo. The Domino’s logo evokes

salience that is memorable and meaningful. Slogan: Domino’s slogan of “Where Pizza Meets Mobile” has a short phased descriptor

slogan and aids in building brand awareness.

Domino’s “Where Pizza Meets Mobile!

Packaging: Domino’s packaging is important in building brand equity directly through points of difference created by aesthetic elements of the packaging, or indirectly, or directly through reinforcement of brand awareness and image (Keller, K., 2008, p. 173-174).

6.2.4 Permission Marketing

To create brand awareness and build brand equity marketing programs such as permission marketing must be employed. Dominos can utilize permission marketing as a method in developing relationships with the consumer about Domino’s. Kevin Keller wrote in, Strategic Brand Management, “To attract consumer’s attention, they first need to get his or her permission with some kind of inducement—free samples, a sales promotion or discount, a contest, and so on (Keller, K., 2008, p. 192).” This can be achieved by consumer’s participating in an online survey, and upon completion of the survey they are given a discount certificate toward Domino’s Pan Pizza to be used at participating Domino’s.

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6.2.5 Loyalty Programs

With the increasing popularity of sporting events in the United States, digital media has made a major impact in the consumer’s purchasing decisions in regards to consumable products.  Domino’s can develop a loyalty rewards program. This rewards program will provide points for topping and items that are ordered via mobile devices. Customers who participate in the rewards program can accumulate points and can receive discounts on future purchases.

6.2.6 Other IMC Methods

Emails will be blasted upon during peak time in the year of 2013 through gaming season people who have liked the page and followed along with subscribed to Domino’s email list.

6.3 Integration

Mobile Website and the Application

The mobile application at Domino’s will be redesigned to allow consumers to be more interactive in sharing products they view on their phone. The mobile application industry is starting to grow because of personal interaction on social media sites. Consumers can access the Domino’s mobile ordering system via the Domino’s app through iPad, tablet and Android.

The website will have an ad banner that will link them to download the application and direct them to the app store to download for free. Once downloaded they will enter their email address that will directly add them to the Domino’s mailing list.

A feedback form will be on the mobile application to understand what consumers like and their behavior on the products sold.

6.4 Database Programs

Organizations utilize various new media marketing techniques in order to reach the Millennial demographic. Utilizing these techniques can make the Domino’s campaign more efficient in reaching the consumer. Twitter and Facebook are new media techniques that use Cost Per Thousand (CPM) as a measurement tool. Domino’s utilization of Twitter and Facebook’s CPM can assist in making sure that the marketing tools being utilized are cost

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effective. Utilizing social media tools, Domino’s can study the Customer Relation Marketing (CRM), a tactical marketing practice based exclusively on customer behavior and the relationship between customer and marketer (Azzaro, M., 2008, p. 516). The measurements obtained from the CRM’s can be used to increase ROI.

6.4.1 Data Warehouse

The Domino’s “Where Pizza Meets Mobile” Campaign will employ data warehouse integration.

“A data warehouse is an aggregation of multiple databases that track activities within an enterprise. Maintaining electronic records within one data warehouse allows organizations to perform complex tracking and analyses using data from multiple sources. In direct marketing, a data warehouse of customer information can be used to analyze online and offline activities and customer demographics to create segmented and targeted mailing lists (Definition of Data, n.d., para. 1).”

Utilizing a data warehouse approach such as Google’s mobile analytics will assist in Domino’s current analytics approaches. The following information can be employed to analyze the Millennials online behavior from Domino’s mobile advertisements and their point of sale activities from the Domino’s “Where Pizza Meets Mobile” campaign (Appendix L: Customer Variable). Google analytics will provide Domino’s with measures for current and future marketing objectives and goals.

6.5 Media Plan & Flow Chart

Refer to Appendix M: Media Plan and Flow Chart

6.6 Interactive and New Media

Domino’s employs interactive sales promotions extensively in the marketing of their various products to their target audience. Domino’s currently utilizes interactive media such as Twitter and Facebook for some of their interactive sales promotions. Domino’s realizes the importance of social media, and the importance of utilizes this marketing medium to aid their corporation’s future growth.

Domino’s interacts with current and prospective consumers on their Facebook page. Social media allows for a powerful interaction amongst thousands of consumers at one location that is measureable and in real time.  Social media sites such as Facebook aid in the data collection and

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tracking process regarding consumer’s product preferences that assist in strengthening Domino’s position in the marketplace.

Domino’s “Where Pizza Meets Mobile” campaign will be advertised on all social media websites including:

Twitter – Tweets will be sent out to users about the code to sign up and the process. This will allow the twitter users to scan the QR code.

Facebook-Posts about promotional offers will be shown on Domino’s fan page, and tips on signing up for baked goods offers.

YouTube – A commercial with professional athletes advertising Domino’s mobile application, QR code, and promotional discount when utilizing the QR code during various sporting events.

Domino’s can include an interactive approach in utilizing QR codes displayed on new and traditional mediums that consumers can scan the QR code to receive a 50 percent discount one baked good product when ordering during one of the six major sporting events. Advertising on jumbotrons and aerial billboards will promote Domino’s point of sale mobile ordering system and Domino’s web site. Millennials visiting the Domino’s mobile site or online site will provide Domino’s the ability to gather customer information that third parties can evaluate. Evaluating consumer information can provide Domino’s with a customer’s regions that are viewing and utilizing Domino’s mobile point of sale ordering system.

Interactive and New Media is designed to increase market consumer buying at Domino’s domestically by utilizing social media tools, mobile devices and also creating advertising through specific sports organizations. Exploring traditional and new media to increase brand awareness and sales. Our six month campaign will be focused around five major sporting events with the Domino’s QR code displayed on Jumbotrons, aerial billboards, and sporting event tickets will allow customers to 50 percent off Domino’s Pan Pizza. 

The discount will be at 50% off Domino’s Pan Pizza. Reward points can be offered after the 10th purchase pizza order at Dominos  Customer purchases made through the mobile app will receive points on their reward

card that can be accumulated for future purchases.

6.7 Evaluation Methodology (Metrics and Analytics)

Domino’s will need to authenticate leads that come from multiple web sites such as social media sites, mobile site, and online web site to ensure that duplication of an individual is not prevalent on house, response, and compiled lists. The process of match codes and merge purge processes aids in the process of eliminating duplicate entries for an individual. Match code and merge-process are part of the database maintenance process in identifying and eliminating duplication of an individual that can result in a financial savings for Domino’s. Appendix N

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shows the economic value from identifying duplication of individuals from utilizing the merge-purge process for Domino’s refer to (Appendix N: Merge Purge Process).

7.0 Trade partner IMC Strategies

The Domino’s distribution channel strategy will be centered around the implementation of QR codes on products that will impact Domino’s franchises in the United States. Keeping the channel members informed about the changes that will take place in Domino’s current distribution process is the first step to ensure an unproblematic implementation of the QR codes. The QR codes will impact the channel member’s current process receiving their baked goods orders via the phone. Well informed channel members will immediately recognize their important role as being an integral component to the success of the campaign. These channel members will take the knowledge gained from Domino’s and convey this information to the customer.

Currently, Domino’s has a network of 17 distribution centers, Domino’s Pizza Supply Chain strives to fulfill its mission of supporting more than 5,000 U.S. Domino’s Pizza stores by providing them with more than 200 different products (Domino’s Distribution Centers, n.d., para. 1). For the purpose of this campaign, we will focus on the franchises, because they are the last point of physical contact with the customer.

7.1 Trade Partner Budget

The IMC budget for the Domino’s campaign is $4,500,000. This budget will be used for training material and traditional and new marketing media for all 7, 167 locally owned and operated franchise locations throughout the United States, and print material that will be given to the corporate offices for the five sporting events that are held during the months of January through the end of June 2013. Appendix O: IMC Budget by Distribution Channel identified the areas to be utilized in the Domino’s campaign.

7.2 Integrated Marketing Communication Approaches

Reaching the Millennial consumer requires a strong integrated marketing mix approach so the consumer will be engaged with the brand on a high end technology level and socially. Our objective is to approach consumers who enjoy sports and baked food. The approach of our communication objective is to ensure that consumers will enjoy the Domino’s campaign experience, and receive Domino’s superior baked goods. Integrating QR codes and sports will allow Domino’s to build revenue as consumers enjoy the experience of receiving updates on sports and promotional offers from Domino’s.

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7.2.1 Advertising

Our advertising objective for this campaign will allow us to create awareness about Domino’s QR code during five sporting events that will impact Domino’s channel members. The goal is to cross-promote with the organization as the QR code will allow the consumer and channel members to scan the image and receive updates regarding the campaign. This information will be advertised in Sports Illustrated, Pizzatoday.com, and PMQ Pizza Magazine. Dominos ads will promote the mobile application and also allow channel members to sign up for newsletters.

7.2.1.1 Advertising Goals

The goal is to encourage channel members to scan QR codes from Pizzatoday.com, Sports Illustrated, and PMQ Pizza Magazine to view updates regarding the Domino’s campaign with the QR codes, and information regarding the Domino’s mobile ordering system and the impact on franchises.

7.2.2 Trade Promotions

A trade promotion that will be implemented for Domino’s trade channel members will be a $200 Domino’s gift card. This card will be given to each employee from the franchise that has the most QR code orders. With urban area having an advantage over the rural areas because of population differences, a drawing will be held for the franchises that didn’t win. These franchises will have an opportunity to win a $100 Domino’s gift card from a second drawing for to be held for the losing franchises. “An average Domino’s store creates around 30 new jobs, both full time and part time positions (Franchising Facts, n.d., para. 10).”

$200 Domino’s gift card x 30 employees

$6000 for winning franchise for most scanned QR code orders.

$100 Domino’s gift card x 30 employees

$3000 total for “losers-bracket”winners.

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7.2.2.1 Budget Allocation

The advertising budget will be:

7.2.2.2 Package Design

The package design will consists of the QR code on all Domino’s baked good bags and boxes, and sporting event tickets. Instead of the usual basic square QR code, each month will have its own artistic code that goes with the event. The QR code shape will entice the customers and the distribution channel members (Appendix: P: Unique Design for QR Code & QR Code on Event Ticket).

To help with the distribution channels in not creating confusion and to keep print costs at a minimal with the implementation of the campaign, the QR code will be placed on packaging and also have pre-printed circular labels and a 5x7 advertisement sheets to be placed on all outgoing customer orders.

7.2.3 Personal Selling

Domino’s personal selling objective is important to the success of their sales effort. Domino’s will educate employees and channel members about the campaign promotions. Communicating by utilizing print media regarding Domino’s usage of the QR code is important to the success of this campaign. Domino’s usage of QR codes will allow the company to build sales through online and their mobile application. QR codes will also assist in the Domino’s communicating with channel members and the importance of consumers utilizing QR codes for various current and future sales promotions that has the potential to impact channel members.

7.2.4 Database Programs

Corporations worldwide utilize various measurement tools such as cloud computing services. Domino’s has partnered with Rackspace to be a third party who will aid in having making their services more efficient for all internal and external members. “Rackspace Hosting offers a vast array of cloud computing services, including Public Cloud hosting and Dedicated Cloud hosting. Serving all sizes of businesses, Rackspace services cloud management for globally recognized brands such as Under Armour, Domino’s Pizza, and Six Flags (Guenette, Ryan, 2012, para. 2).” Our campaign will not suggest a new database program to be

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Advertising Budget Allocation

Advertising $2,900,000

implemented, but rather suggest the QR code tracking to be installed in the current IT infrastructure.

7.2.4.1 Database Warehouse

The Domino’s “Where Pizza Meets Mobile” Campaign will utilize their current data warehouse employ data warehouse. “A data warehouse is an aggregation of multiple databases that track activities within an enterprise. Maintaining electronic records within one data warehouse allows organizations to perform complex tracking and analyses using data from multiple sources. Domino’s currently uses Rackspace, a third party company that has the expertise to provide optimum IT support.

7.2.5 Direct Marketing

The direct marketing technique that will be utilized in the Domino’s campaign will be dimensional mail. "For a time, dimensional mail went out of fashion with the advent of digital," says Kerner. "But because dimensional mail is high impact, if you want to get a person to respond and pull them online, this can be a great way to do it (Negus Viveiro, B., 2012, para. 19).” Dominos can use their current packaging channel members who supply their pizza boxes, and have them create a solid red pizza box with a 4x4 inch QR code on the lid of the box. The inside will have information regarding Domino’s “Where Pizza Meets Mobile” campaign. The pizza boxes will be mailed to all 7, 167 locally owned and operated franchise locations throughout the United States (Appendix G: United States Domino’s Pizza Locations Per State). Upon receipt of the red pizza boxes, franchise management will read the information in the box about scanning the QR code. The scanning of the code will be considered their acceptance to the Domino’s simulcast for the “kick-off” for the Domino’s campaign. During the simulcast, Domino’s executives will discuss the campaign objectives.

Information inside the dimensional mailer

The trade promotion for franchises and their employees who scan the most QR code orders.

$200 Domino’s gift card to be given to each employee in the franchise for the franchise that scans the most QR code orders.

$100 Domino’s gift card to be given to each employee from the franchise that is selected from the “losers-pool.”

Domino’s “Where Pizza Meets Mobile” at sporting events starting January 2013 through June 2013.

Campaign instruction regarding the simulcast for the Domino’s “Where Pizza Meets Mobile” campaign.

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Scan the QR code on the lid of the box, and entering franchisee information will be part of the acceptance to the simulcast.

Engaging the channel members initially with the QR codes before the start of the campaign will get franchises excited about the campaign and the QR code technology. Domino’s corporate can measure the success the direct mailer from the franchises that scanned the QR code. Utilizing a dimensional mail marketing technique in the form of a red pizza box with instructional material enclosed will make an impact with channel members.

7.2.6 Interactive and New Media

Domino’s usage of QR codes will allow the company to build sales through online and their mobile application. QR codes will also assist in Domino’s communicating with channel members about the importance utilizing QR codes for various current and future sales promotions.

7.3 Media Plan & Flowchart (all communication platforms)

The Domino’s distribution channel strategy will focus on advertising and interactive media (Appendix Q: Media Plan & Flowchart-Trade Channels). During the month of December 2012, Domino’s will need to send an email with a video simulcast link informing all channel members about the new IMC campaign, and the impact the campaign may have in their areas. The initial advertising will start immediately at 12:00 AM on January 1, 2013, and each month Domino’s corporate personnel will meet with franchisee owners via video conferencing and or video simulcast to discuss the campaign in addition to answer any questions of concerns.

7.4 Integration

The goal is to integrate all the marketing tactics for this campaign, and integrate offers that will excite channel members.

7.5 Evaluation Methodology (Metrics and Analytics)

Domino’s will need to authenticate leads that come from multiple web sites that are used by the distribution channel to ensure that duplication of a channel member and customers are not

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prevalent on house, response, and compiled lists. This is especially crucial during the campaign, especially when QR codes are being sent to the distribution channels from customers. The process of match codes and merge purge processes aids in the process of eliminating duplicate entries for an individual. Match code and merge-process are part of the database maintenance process in identifying and eliminating duplication of an individual that can result in a financial savings for Domino’s. Currently, Domino’s uses technologies from Rackspace who oversees their IT support, and they can use this information shown in Appendix N: Identifying Duplication Chart if they don’t have one set in place. Appendix N: Identifying Duplication Chart shows the economic value from identifying duplication of individuals from utilizing the merge-purge process for Domino’s.

8.0 Measurements and Evaluation

This includes:

B2C and B2B campaign objectives and approaches Objectives by each IMC approach Measurements by each IMC objective and approach

8.1 B2C Campaign

8.1.1 B2C Target Audience

The Millennial Demographic will be the primary target market.  A Pew Research Center Report profiles 50 million Millennial who currently span the ages of 18 to 29 (Millennial:  Confident, 2010, para 15).”  The consumer-oriented objective is to increase sales in mobile ordering. In order for the consumer to indulge in the online mobile ordering system.

8.1.2 B2C Campaign Objectives

See the baked goods online such as new pizzas or other items on the menu Enjoy and Experience – Taste and enjoy the experience of Dominos food while eating

the best food Dominos has to offer. Go Online – Register for information and be on the mailing list to receive promotions

and points for a reward. Purchase – Utilize QR codes and experience Domino’s various baked good products.

Consumer Brand Attitude

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Increase the Domino’s brand by 30% with the Pizza Lover Millennial demographic, and engage with discounts towards various baked goods.

Purchase: Increasing the value of mobile ordering by 30% as our target market, the Millennial can win prizes by ordering and informing other consumers know about the “mobile app” by word-of-mouth.

8.1.3 B2C Measurement of Campaign Objectives IMC Campaign will measure a few tactics for Dominos to ensure that revenue is increased.

IMC Campaign elements will include:

Testing direct mail and reviewing Millennial demographic and areas on click-through links.

Testing of email marketing and mobile and social networking activity Measuring the analytics of which target age groups use mobile and online ordering

system Measuring sales on mobile versus online sales and also which consumers utilize online

promotions. Measuring web analytics which include visitors and which consumers click through

banner advertisements and social network sites.

Consumer Brand Attitude

Domino’s will receive through online ordering and mobile ordering will be gathered and consumers will be surveyed to receive feedback on the outcome of how they order items from Dominos. This will allow us to gather information about the attitude of the consumer and the brand based on: Consumers behavior, Opinion, Online ordering, Mobile ordering, Quality of the menu and food, and Cost.

8.1.4 B2C Objectives by IMC Approach

(See Appendix R: B2C Objectives by IMC Approach)

8.1.4 B2C Measurement by IMC Approach

(See Appendix S: B2C Measurements by IMC Approach)

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8.2 B2B Campaign

8.2.1 B2B Target Audiences

The target audiences for trade-channel members are: United States Domino’s franchises

Domino’s has a network of 17 distribution centers, Domino’s Pizza Supply Chain strives to fulfill its mission of supporting more than 5,000 U.S. Domino’s Pizza stores by providing them with more than 200 different products (Domino’s Distribution Centers, n.d., para. 1). For the purpose of this campaign, we will focus on the franchises, because they are the last point of physical contact with the customer.

8.2.2 B2B Campaign Objectives

The objectives of trade channel members

Franchises will report all data relating to the Millennial demographic purchases through Domino’s point of sale ordering system. The data collected then can be evaluated by Rackspace, a third party company that will provide their findings for possible improvements for future campaigns.

Employ consumer marketing communications that are marketed toward the Millennial demographic that will have a major impact on Domino’s franchises. This consists of utilizing QR codes for all Domino’s purchases.

8.2.3 B2B Measurement of Campaign ObjectivesThe objectives will be to create brand awareness about Domino’s mobile ordering

system. The QR codes utilized in various traditional and new marketing techniques will be the method to aid in increasing sales, and the franchises will be the center point for all final measureable data to be obtained.

8.2.4 B2B Objectives by IMC Approach

(See Appendix T: B2B Objectives by IMC Approach

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8.2.5 B2B Measurement by IMC Approach

(See Appendix U: B2B Measurement by IMC Approach

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Appendix A: Direct Competitors SWOT Analysis

SWOT Analysis

Round Table Pizza, Inc., is a privately employee owned pizza company located in Concord, California and is known as “The Last Honest Pizza.” Currently, “Round Table has 470 franchised and company stores operating in the western U.S. with system revenues in excess of $400 million (Round Table Pizza Restructures, 2011, para. 7).”

Strengths

Operating for 51 years. Makes fresh pizza dough and not frozen dough. Wheat purchased from Idaho farmers for making pizza dough. Full menu ordering technology available for mobile devices. 100% employee owned pizza company. System revenues in excess of $400 million (Round Table Pizza Restructures, 2011,

para.7) A social media presence on Facebook and Twitter. Fifth largest pizza-chain the U.S. with over 500 restaurants in nine western states and five

foreign countries (Round Table Pizza Franchising, n.d., para. 1).” Innovative pizzas

Weaknesses

2011 Round Table Pizza,

“filed a petition for protection under Chapter 11 with the U.S. Bankruptcy Court in Oakland designed to improve the company's cash flow and stabilize its business through recapitalization of its debt and renegotiation of above-market leases. Despite improving business performance and expense reductions, the company said seeking legal protection under Chapter 11 was necessary to improve the company's competiveness as the economy recovers.

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Limited operations only in the western United States.

Opportunities

Expansion in the South, Midwest, and Eastern regions of the United States.

Threats

The fluctuation in the cost of ingredients especially dairy. Competition from local pizzerias and large fast food chain restaurants. Personally Identifying information:

“On each visit to Round Table Pizza’s web site, Round Table Pizza collects certain limited non-personally identifying information your browser makes available whenever you visit a website. This log information includes your Internet Protocol address, browser type, browser language, as well as the date and time of your visit. We use this information to operate, develop, and improve our website. This information does not include your Personally Identifying Information. Our server does not automatically record Personally Identifying Information (Round Table Privacy Policy, 2012, para. 10).”

The Internet Protocol address is considered personal identifying information to customers who are knowledgeable in computer technology industry, and realize that their Internet Protocol address is personal information. These prospective customers may decide to purchase their pizza from a competitor that has a privacy policy that is written that meets their needs.

SWOT Analysis

“Yum! Brands Inc., based in Louisville, Kentucky, is the world’s largest restaurant company in terms of system units with nearly 38,000 restaurants with 120 countries and territories and more than 1 million associates. Yum! Is ranked #213 on the Fortune 500 List and generated more than $12 billion in revenue in 2011. Our brands—KFC, Pizza Hut and Taco Bell—are the global leaders of the chicken, pizza and Mexican—style food categories (About Yum! Brands, n.d., para. 1).”

Yum! Brands’ ownership of Pizza Hut is considered to be the world’s largest pizza restaurant. Pizza Hut is a company based in Plano, Texas that specializes in innovative American style pizzas such as Pan Pizza, Thin ‘N’ Crispy Pizza, Hand-Tossed Style Pizza and Stuffed Crust Pizza (Pizza Hut, n.d., para. 1).

Strengths

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Owned by a Fortune 500 company with $12 billion in revenue for 2011 (About Yum! Brands, n.d., para. 1).”

Specializing in innovative American style pizzas. Operating approximately 7,200 restaurants in the United States, with a large presence and

more than 5,600 restaurants in 90 countries and territories around the world (Pizza Hut, n.d., para. 1).

Home Delivery Kiosks A loyal customer base which has grown since its inception in the 1960s. A diverse menu consisting of innovative pizzas, salads, breadsticks, and alcoholic

beverages. Known for creating exciting promotions. High level of service. Mobile menu ordering technology available for customers.

Weaknesses

In house staffing issues which has resulted in a high “turn-over” rates for Pizza Hut staff.

Opportunities

Pizza Hut is always employing promotions for existing and prospective customers who would appreciate more promotions being offered via social media.

Threats

The fluctuation in the cost of ingredients especially dairy. Competition from local pizzerias and large fast food chain restaurants. Information sharing: “In the event all or part of Pizza Hut transfers ownership. For

example, if there is a merger, acquisition or similar event, we will share information with the new owner. We may also sell off all or part of our customer lists as part of an assets sale (Pizza Hut Privacy Policy, 2012, para. 17).” This type of information sharing creates a major concern for consumers frequenting the Pizza Hut website via the computer or mobile devices. Selling off customer lists has the potential for personal information to be leaked, and the consumer may decide to take their businesses to a competitor.

Information sharing: “We may share your information as follows: With other Yum Brands, Inc. companies and brands. Other companies and brands including KFC and Taco Bell (Pizza Hut Privacy Policy, 2012, para. 15).” This type of information sharing creates a major concern for consumers frequenting the Pizza Hut website, because of their uncertainty regarding the privacy policy of additional Yum Brands’ companies. This type of information sharing has the potential for personal information to be leaked resulting in customers taking their businesses to competitors.

Information sharing: “With our vendors: For example, we will share information with companies that help us deliver our product and services. We also allow third parties like website hosting companies to collect information on our behalf (Pizza Hut Privacy, Policy, 2012, para. 18).” This type of information sharing creates a major concern for

33

consumers frequenting the Pizza Hut website, because of companies bidding to gain Pizza Hut’s business. This results in the consumer not knowing how their information is being protected by third parties in the product and services industry. This type of information sharing has the potential for personal information to be leaked, and the consumer may decide to take their business to a competitor.

SWOT Analysis

Little Caesar Enterprises, Inc. is headquartered in Detroit, Michigan, and is the largest international carryout chain, with restaurants on four continents (Little Caesars Pizza Helps, 2012, para. 1).

Strength

“Providing quality pizza at a great price, resulting in outstanding value for customers (Our Story, n.d., para. 6).”

“For the fourth year in a row, Little Caesars has been named the “Best Value in America” among all major quick-serve restaurant chains across the country (Little Caesar’s Pizza Helps, 2012, para. 3).” “Hot-N-Ready” $5 Pizzas.

Largest International carryout chain. Implementing Cause Marketing approaches such as Little Caesar hockey programs and

Little Caesar’s Veteran Programs, and the Love Kitchen, a mobile restaurant to feed the homeless. All of Little Caesar’s programs have positively impacted millions of people.

Strong brand awareness and a recognizable character Little Caesars has been a sponsor for ESPN’s Sports Center Specials. High quality ingredients Catering service Located at some stadiums, strip malls, and kiosks Drive-up windows at select locations Little Caesar’s utilizing their own food distribution center called Blue Line Food

Distribution to supply franchises with product. Little Caesars Pizza Kit Fundraising Program A thorough privacy policy that differentiates between personal information and

anonymous information in regards to customers personal information.

Weaknesses

During the 2012 calendar year, 5 / 3 Bank, a bank that processes some of Little Caesar’s visa transactions had a glitch which resulted in “overdraft” fees for Little Caesar’s customers. Many Little Caesar customers were outraged because some of the transactions were nine months old, and the overdraft fees were .

34

“Customers who paid with credit or visa cards between Jan. 3 and September never got charged. Finally, the bank sent all the charges through during the first two weeks of September, with some customers getting billed nine months after the meal (Johnson, J., 2012, para. 14).”

A limited menu that is not as diverse as their competitors. Little Caesar’s mobile app is only available for the iPod Touch or iPhone.

Opportunity

Provide a mobile app for non-Apple users. Provide customers with a mobile menu ordering technology.

Threats

Customers opting to make their purchases from competitors that offers mobile app ordering technology.

The fluctuation in the cost of ingredients especially dairy. Competition from local pizzerias and large fast food chain restaurants.

SWOT Analysis

Hungry Howie’s Pizza’s corporate office is located in Madison Heights, Michigan. A company that that began in 1973 by Jim Hearn. From its humble beginning to what has become a pizza company that consistently ranks in the top 10 of the nation’s largest pizza franchises. Currently, Hungry Howie’s operates over 545 locations in 21 states (Our History to Date, n.d., para. 6).”

Strengths

Operating for 39 years. Ranks in the top 10 of the nation’s largest pizza franchises (Our History to Date, n.d.,

para.6). A variety in their menu including pizza, subs, and salads. Superior customer service and marketing efforts. Hungry Howie’s Distributing Inc., allows for Hungry Howie’s to control product

consistency and pricing (Our History to Date, n.d., para. 5). Franchising opportunities. Catering available FUN Raiser Pizza is a fundraising opportunity for organizations.

“Your organization will be selling certificates valid for a Medium One Topping Flavored Crust Pizza at any of our participating locations

35

nationwide. The certificates are purchased from our offices for $4.00 and sold for whatever selling price you set. Most organizations sell them for $7.00 to $10.00, keeping the profit above the $4.00 (Fundraising, n.d., para. 3).”

iPhone and Android mobile full menu app ordering technology available for customers. Social Media presence in Four Square, Facebook, Twitter, and YouTube.

Weaknesses

Locations only in 21 states.

No opt-out button on their web site or privacy policy. The methods provided in order to opt-out of not having personal information gathered is to send an email or call Hungry Howie’s.

Opportunity

Franchise expansion in additional states.

Threat

Competitor’s having a loyal brand following in states where Hungry Howie’s does not have a franchise which will make entry into these markets difficult.

A weak privacy policy employed. “Hungry Howie’s website technology has the ability to collect data other than personally identifiable information. Hungry Howie’s may collect information about your computer configuration, such as your browser type, operating system, or ISP domain name (Privacy Statement, n.d., para. 2).” A weak privacy policy results in the consumer not knowing how their information is being protected by Hungry Howie’s and third parties, and can result in consumers deciding to take their business to a competitor.

The fluctuation in the cost of ingredients especially dairy. Competition from local pizzerias and large fast food chain restaurants.

SWOT Analysis

Independent pizzerias are very competitive on a local level for pizza corporations. Many of the independent pizzerias have been in business for decades and many customers will frequent these pizzeria’s to stimulate the local economy.” Independent pizzerias are often regarded as the “artisans” of pizza making, honing their craft by experimenting with ingredients and unique preparation and cooking methods (Custom-Painted Hobart Legacy, n.d., para. 1).”

36

Strength

Locally owned with a personal connection with customers and the community. Some provide catering opportunities Stimulate the local economy

Weaknesses

Limited budget to promote their pizzerias Many lack a social media presence Franchising opportunities on a regional and national level do not exist. Some independents lack a website Independents having a web site may or may not have a privacy policy. Many lack full menu mobile ordering technology which leads to potentially loss of sales.

Opportunity

Independent Pizzeria’s must have a website employed in the global information age. Providing customers with a website that has hours of operation and a full menu will assist customers who may not have a print menu, and also a method to promote the pizzeria.

Threats

The fluctuation in the cost of ingredients especially dairy. Competition from local and regional pizzerias, and large fast food chain restaurants with

large operating budgets.

SWOT Analysis

Godfather’s Pizza first opened in Omaha, Nebraska over 30 years ago, and is a nationally recognizable brand. Godfathers’ Pizza and Domino’s Pizza both offer similar menu items. Godfather’s Pizza menu selection is varied in that they offer various pizza, desserts, soups, sandwiches, and salads

“Our mission: To profitably provide consistently good food and great service. Abiding by this simple mission statement for more than three decades has earned us a reputation that we intend to keep for several more. This commitment to excellence has helped Godfather's Pizza grow and expand to more than 600 restaurants in more than 40 states (Godfather’s Pizza, n.d., para. 2).”

Strengths

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Godfather’s provides nutritional information for their menu offerings. Various pizza and crust selections. Nutritional Information discusses Trans Fat. The website displays the pizza dimensions and servings. Soups and sandwich menu items Appetizers and Dessert Pizzas.

Weakness

563 locations in the United States. Web site does not provide the customer’s order status. Corporate Catering available in seven states mentioned on the Godfather’s website.

Opportunities

International expansion Strong potential for rapid growth Provide customers with a mobile application for online ordering

Threats

Health-conscious consumers purchasing from competitors who offer healthy nutritional menu items.

Increased competition Limited television advertising The fluctuation in the cost of ingredients especially dairy.

SWOT Analysis

Papa John’s International is headquartered in Louisville, Kentucky. Papa John’s founder John Schnatter opened his first Papa John’s restaurant in 1984.

“Today, Papa John's is the recognized leader of the pizza category and now owns or franchises more than 3,500 restaurants in all 50 states and 29 countries. More than 25 years later, one thing remains the same – Papa John's is still fully committed to delivering on its brand promise of "Better Ingredients. Better Pizza” (About Papa John’s, n.d., para. 3).”

Strengths

Good brand name and high brand loyalty High quality ingredients

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Strong employee training program for the company Great layout of the restaurant and the atmosphere Diversity in the organization Strong partnership with the National Football League Social media presence on Facebook, Twitter, and YouTube Reward Program employed called the PapaRewards Program Various ordering options available titled Future Ordering, Faves & Past Orders, Mobile

Ordering, Web Ordering, and Catering/Group Ordering.

Weaknesses

Limited menu items Limited franchises nationally Franchise management

Opportunity

Offering additional promotions. Healthy menu options. Expanding their menu items. Papa John’s competition offers various menu items,

whereas Papa John’s offers pizza, appetizers, and drinks.

Threats

Economic uncertainty in the United States. The fluctuation in the cost of ingredients especially dairy. Competition from local pizzerias and large fast food chain restaurants. Health conscious industry

SWOT Analysis

Cici’s Pizza’s headquarters is in Coppell, Texas that specializes in buffet style American Pizza. In 1984, Cici’s Pizza first opened in Plano Texas and currently has over 500 restaurants in 34 states and plans to continue to expand into new areas (The Story Behind Cici’s, n.d., para. 1).”

“Hi, welcome to CiCi’s!” This is the warm greeting that every CiCi’s employee will welcome every customer with when they walk through the door. This warm welcome is just one of the many things that CiCi’s does to exceed the customer service expectations that come with a buffet style restaurant. As competition arises amongst many other pizza companies, CiCi’s focuses on the customer want

39

and needs. The mission statement is as follows: Do “Whatever it Takes” to exceed each guest’s expectations.

Strengths

Many locations within walking distance to university locations Customers travel from neighboring towns to purchase Cici’s Pizza. Inexpensive “hot and ready” pizza. Large menu selection Take-out option Children menu for children 3-10 at a reduced rate of $3.99. Hardworking enthusiastic employees Clean safe and friendly work environment Low Cost advertising The nation’s leading pizza buffet (Samuels, T., 2012, para. 6).

Weaknesses

No delivery Perception of low price low quality Limited menu selection

Opportunities

Franchise expansion in other states Highly competitive market for buffet pizzeria Concession opportunities for youth sporting events

Threats

Competition from established local pizzerias, especially in New York City. Competitors who offer delivery service Competition from university meal plans Personally identifiable information shared with third parties that have the

potential to be breached. No opt-out button for declining the sharing of personal identifiable information.

“If you do not want us to use the information you provide in order to inform you of products and services that might be of interest to you, or to provide your information to third party companies, please let us know by contacting our privacy administrator at privacy@cicispizza.com (Cici’s Pizza Privacy, n.d., para. 14).”

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SWOT Analysis

The concept of Take ‘N’ Bake pizza started with Papa Murphy’s in1981. Since then, the company has been able to establish itself as the largest Take ‘N’ Bake pizza company in the world and is now the fifth-largest company in the United States with over 1,200 stores in 37 states. Papa Murphy’s corporate headquarters are located in Vancouver, Washington. The tagline Handmade Fresh. Home Baked great. That’s Papa Murphy’s is the key to building there pizza (Papamurphs.com).

Strengths

Known to have the best Chicago-Styled stuffed pizza. Extensive adult and kids menu Pizza process including how the pizza is made from start to finish.

Weaknesses

No section for monitoring status on baked pizza. Mobile technology not implemented Papa Murphy’s is only in select locations

Opportunities

Expansion into global market place Competitive market place for pizzerias Strong potential for rapid growth

Threats

Increased competition from local, national, and regional pizza companies. Loss of sales from not having a mobile ordering app. The fluctuation in the cost of ingredients especially dairy.

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Appendix B: Indirect Competitors SWOT Analysis

SWOT Analysis

Tombstone Pizza was founded in 1962, and is currently owned by Nestle’ and is categorized in the culinary, and chilled and frozen food. Tombstone Pizza is a nationally recognized and distributed brand.

Strength

50 years of creating frozen pizzas. Tombstone has Nestle’ resources available Pricing is competitive in the frozen pizza market. Brand loyal customers Social media presence on Facebook

Weaknesses

The inconvenience in not having a pizza that is hot and ready to eat. Lack of delivery The customer having to cook the frozen pizza.

Opportunities

Creating a healthy frozen pizza that has nutritional value for the health conscious pizza consumer.

Threats

Competition from local, regional, and globally pizza companies that specialize in ready to eat pizzas that can be delivered to the consumer’s residence.

The fluctuation in the cost of ingredients especially dairy.

SWOT Analysis

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Indirect Competitors

Tony’s Pizza is about giving consumers great tasting quality frozen pizza that is located in the freezer section of your local grocery store. Consumers can purchase frozen pizza versus ordering a pizza at a local pizza establishment.

Strengths

Pricing is competitive in the frozen pizza market place. Bake the pizza yourself and watch the pizza being baked in your home. Brand loyal customers Social media presence on Facebook.

Weaknesses

The pizza consumer being inconvenienced in not having a pizza that is hot and ready to eat.

Lack of delivery

Opportunities

Creating a healthy pizza that has nutritional value for the health conscious pizza consumer.

Threats

Competition from local, regional, and globally pizza companies that specialize in ready to eat pizzas that can be delivered to the consumer’s residence.

SWOT Analysis

Major fast food chains are an indirect competitor of Domino’s Pizza. Taco Bell, McDonald’s, and Subway are a few major fast food chains that consumers frequent for personal, organizational, and catering needs.

Strengths

Competitive pricing Aggressive promotional efforts Food that is hot and ready

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Social media presence Some fast food chains offer individual pizzas.

Weaknesses

Lack of a full size pizza. Some fast food chains do not cater. Many fast food chains lack nutritional menu items. Many major fast food chains do not offer delivery.

Opportunities

Delivery for organizations or businesses placing large orders Offering more nutritional menu items

Threats

Pizza companies delivering a hot product to customers, organizations, and businesses that fast food chains are not equipped to manage.

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Appendix C: Sporting Events

MONTH SPORTING EVENTSJanuary College Bowl Championship (Football)

FebruarySuper Bowl 47 "More pizza is consumed during the Super Bowl week than any other week of the year (Pizza History, n.d., para. 4)."

March College Basketball-March MadnessApril MLB season opener in the American League and National LeagueMay NascarJune NBA Finals

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Appendix D: Primary and Secondary Target Markets

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The Pizza Lover is the Primary

Target Market. This market

consists of 93% of all

Americans eat at least one

pizza a month (Who eats Pizza, n.d.)

Subset Millennial

Demographic

SECONDARY TARGET MARKET

BUSINESS SEGMENT

SCHOOLS SEGMENT

ORGANIZATIONS SEGMENT

Appendix E: QR Code displayed on jumbotron

Sporting event QR Code displayed on jumbotron (Dicks Sporting Goods QR Code, 2010)

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Appendix F: Domino’s QR Code

(Domino’s QR Code delivered, 2011)

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Appendix G: United States Domino’s Locations Per State

United States Alaska Domino's Pizza locations (12) Alabama Domino's Pizza locations (149) Arkansas Domino's Pizza locations (47) Arizona Domino's Pizza locations (162) California Domino's Pizza locations (643) Colorado Domino's Pizza locations (148) Connecticut Domino's Pizza locations (58) District of Columbia Domino's Pizza locations (18) Delaware Domino's Pizza locations (38) Florida Domino's Pizza locations (507) Georgia Domino's Pizza locations (269) Hawaii Domino's Pizza locations (21) Iowa Domino's Pizza locations (48) Idaho Domino's Pizza locations (32) Illinois Domino's Pizza locations (239) Indiana Domino's Pizza locations (150) Kansas Domino's Pizza locations (36) Kentucky Domino's Pizza locations (117) Louisiana Domino's Pizza locations (135) Massachusetts Domino's Pizza locations (174) Maryland Domino's Pizza locations (164) Maine Domino's Pizza locations (26) Michigan Domino's Pizza locations (166) Minnesota Domino's Pizza locations (192) Missouri Domino's Pizza locations (177) Mississippi Domino's Pizza locations (85) Montana Domino's Pizza locations (17) North Carolina Domino's Pizza locations (343) North Dakota Domino's Pizza locations (22) Nebraska Domino's Pizza locations (22) New Hampshire Domino's Pizza locations (29) New Jersey Domino's Pizza locations (193) New Mexico Domino's Pizza locations (62) Nevada Domino's Pizza locations (61) New York Domino's Pizza locations (279) Ohio Domino's Pizza locations (338) Oklahoma Domino's Pizza locations (66) Oregon Domino's Pizza locations (78) Pennsylvania Domino's Pizza locations (253) Rhode Island Domino's Pizza locations (30) South Carolina Domino's Pizza locations (126) South Dakota Domino's Pizza locations (23) Tennessee Domino's Pizza locations (188) Texas Domino's Pizza locations (565) Utah Domino's Pizza locations (68) Virginia Domino's Pizza locations (245) Vermont Domino's Pizza locations (15)

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Washington Domino's Pizza locations (148) Wisconsin Domino's Pizza locations (103) West Virginia Domino's Pizza locations (54) Wyoming Domino's Pizza locations (26)

(Domino’s Pizza Locations, n.d.).

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Appendix H: Marketing Communications Budget Allocation (by percent).

47%

20%

15%

18%

Domino's Budget AllocationTELEVISION ADVERTISING PRINTJUMBOTRONS/AERIAL ADVERTISEMENTS INTERACTIVE

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Appendix I: Creative Brief

52

53

Appendix J: IMC Budget Allocation-Consumer

47%

20%

15%

18%

IMC Budget Allocation-Consumer

TELEVISION ADVERTISING PRINT JUMBOTRONS/AERIAL ADVERTISEMENTS

INTERACTIVE

54

Appendix K: Ten Advantages of Online Advertising

“10 Advantages of Online Advertising”

1. Wider Coverage—Online advertising gives your ads a wider coverage and this globally wider coverage helps in making your advertisements reach more audiences, which may ultimately help you in getting better results through your online advertising campaign.

2. Targeted Audiences—When compared with offline advertising, online advertising always help you reach the targeted audience and this helps in making your campaign more profitable and getting more relevant leads.

3. Affordable—Another main advantage of online advertising or marketing is the much affordable price when compared with the traditional advertising costs. With a much lesser cost you can advertise on the net for a wider range of audience and geographical locations.

4. Easy to Track and Measure Conversion—Measurability and easiness to track the conversion makes online advertising miles ahead on the traditional advertising methods. A lot of effective analytic tools are available to measure online advertising campaigns help in more improvisation of the ads.

5. Speed—Online advertising is much faster than offline advertising and you can start sending out your ads to a wider audience, the moment you start your advertising campaign.

6. Informative—In online advertising, the advertiser is able to convey more details about the advertisement to the audience and that too at relatively low cost. Most of the online advertising campaigns are composed of a clickable link to a specific landing page, where users get more information about the product mentioned in the ad.

7. Flexible Payment—Payment flexibility is another added advantage of online advertising and marketing. In offline advertising you need to pay the full amount to the advertising agency irrespective of the results. But in online advertising there is the flexibility of paying for only qualified leads, clicks or impressions.

8. Better ROI—Since online advertising is mainly focused on performance based payment, your ROI are sure to be far better when compared with offline advertising.

9. Easy Audience Engagement—Online advertisement makes is easy for the audience to engage with your ads or products. As an advertiser you would be able to get more feedback from the audience and thereby improve the quality of our ads going forward.

10.Better Branding—Any form of advertising helps in improving the branding and online advertising stands a notch high in improving the branding of your company, service or product.

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Appendix L: Customer Variable

56

Appendix M: Media Plan & Flowchart

DOMINO'S

Domino's January - June 2013 Budget & Timeline: Traditional and New Media

Collegiate Football/Bowl Games Estimated Actual

Creating a 30-second national television commercial (TV Advertising, n.d., para. 1). $500,000.00

Discover BCS National Championship Game Miami, Fl 1-7 (Mon) (Crupi, A., 2011, para. 8) $1,500,000.00

GoDaddy.com 1-6 (Sun) (Crupi, A., 2011, para. 8) $670,000.00

BBVA Compass 1-5 (Sat) (Crupi, A., 2011, para. 8) $670,000.00

AT&T Cotton 1-4 (Fri) (Crupi, A., 2011, para. 8) $670,000.00

Tostitos Fiesta 1-3 (Thurs) (Crupi, A., 2011, para. 8) $670,000.00

Allstate Sugar 1-2 (Wed) (Crupi, A., 2011, para. 8) $670,000.00

Discover Orange 1-1 (Tues) (Crupi, A., 2011, para. 8) $670,000.00

Rose Bowl Game presented by Vizio 1-1 (Mon) (Crupi, A., 2011, para. 8) $670,000.00

Capital One 1-1 (Mon) (Crupi, A., 2011, para. 8) $670,000.00

Outback 1-1 (Mon) (Crupi, A., 2011, para. 8) $670,000.00

Heart of Dallas 1-1 (Mon) (Crupi, A., 2011, para. 8) $670,000.00

TaxSlayer.com Gator 1-1 (Mon) (Crupi, A., 2011, para. 8) $670,000.00

YouTube & Google Ad Rates (January 2013) "On brand channels, advertisers must spend $250,000 across Google and YouTube, including $100,000 or more on YouTube only (Whitney, D., 2008, para. 18). $350,000.00

Total $9,720,000.00 $0.00

National Football League (NFL) Estimated Actual

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Creating a 30-second national television commercial wildcard & playoff games for NFL (TV Advertising, n.d., para. 1). $500,000.00

NFL Wild Card Games 1-5 & 1-6 (Sat & Sun) (Lafayette, J., 2008, para. 8) $972,000 per :30 second spot $972,000.00

NFL Divisional Playoff 1-12 & 1-13 (Sat & Sun) (Lafayette, J., 2008, para. 8) $972,000 per :30 second spot $972,000.00

NFL Conference Champ. Games 1-20 (Sun) (Lafayette, J., 2008, para. 8) $972,000.00

Creating a 30-second national television commercial-Super Bowl (TV Advertising, n.d., para. 1). $500,000.00

Superbowl XLVII New Orleans, LA 2-3 (Sun) (Associated Press, 2012, para. 1) $3,500,000.00

YouTube & Google Ad Rates "On brand channels, advertisers must spend $250,000 across Google and YouTube, including $100,000 or more on YouTube only (Whitney, D., 2008, para. 18). $350,000.00

Total $4,266,000.00 $3,500,000.00

NBA Estimated Actual

All-Star Weekend Houston, TX 2-15 - 2-17 (Fri-Sun) (Crupi, A., 2011, para. 4) $402,000.00

YouTube & Google Ad Rates (February 2013 & June) "On brand channels, advertisers must spend $250,000 across Google and YouTube, including $100,000 or more on YouTube only (Whitney, D., 2008, para. 18). $350,000.00

Creating a :30-second spot on national television NBA Finals (TV Advertising, n.d., para. 1). $500,000.00

NBA Finals (June 2013) 7 Games Possible $402,000 :30 second spot (Crupi, A., 2011, para. 4) $2,814,000.00

Total $4,066,000.00

Nascar Estimated Actual

Creating a :30-second spot on national television Daytona 500 (TV Advertising, n.d., para. 1). $500,000.00

AMI Aerial Message at Daytona 500 (Weekend) 30 hrs x $410 per hr. 2-22 thru 24 (Fri, Sat, and Sun) (Appendix A: Billboard, Letter, banner combo) $12,300.00

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Daytona 500, Daytona, FL 2-24 (Sun) $550,000.00

YouTube & Google Ad Rates (February 2013) "On brand channels, advertisers must spend $250,000 across Google and YouTube, including $100,000 or more on YouTube only $350,000.00

Total $1,400,000.00 $12,300.00

NCAA Sweet Sixteen/Elite & Final Four Estimated Actual

Creating a :30-second spot on national television NCAA Sweet Sixteen/Elite & Final Four (TV Advertising, n.d., para. 1). $500,000.00

NCAA Sweet Sixteen/Elite Eight 3-28 thru 3-31 (Sat thru Mon) 2 Games $698,000 per game $1,396,000.00

YouTube & Google Ad Rates NCAA Sweet Sixteen/Elite Eight (March 2013) "On brand channels, advertisers must spend $250,000 across Google and YouTube, including $100,000 or more on YouTube only $350,000.00

NCAA Final Four Semi-Finals 2 Games at $698,000 per game 3-28 thru 3-31 (Lafayette, J., 2008, para. 6) $1,396,000.00

NCAA Final Four 3-28 thru 3-31 (Sat thru Mon) $1,260,000 Final Game advertisement $1,260,000.00

YouTube & Google Ad Rates (February 2013) "On brand channels, advertisers must spend $250,000 across Google and YouTube, including $100,000 or more on YouTube only $350,000.00

Total $5,252,000.00 $0.00

Print Media Estimated Actual

Sports Illustrated 6 Issues at $259,400 per 1/2 Page Color (Sports Illustrated Advertising Rates, 2011) $1,556,400.00

Total $0.00 $1,556,400.00

Total Expenses Estimated Actual

$24,704,000.00 $5,056,400.00

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Appendix N: Merge Purge Process (Duplication of customer email addresses)

% DUPLICATION (OR MULTI-

BUYERS)

TOTAL NUMBER OF NAMES/ADDRESSES MERGED

100,000

500,000

1,000,000

2,500,000

5,000,000

10,000,000

5% $1,000 $5,000 $10,000 $25,000 $50,000 $100,000

10% $2,000$10,00

0 $20,000 $50,000$100,00

0 $200,000

15% $3,000$15,00

0 $30,000 $75,000$150,00

0 $300,000

20% $4,000$20,00

0 $40,000$100,00

0$200,00

0 $400,000

25% $5,000$25,00

0 $50,000$125,00

0$250,00

0 $500,000

30% $6,000$30,00

0 $60,000$150,00

0$300,00

0 $600,000

“Assumption: Mailing cost is $200 per thousand names mailed or not mailed (Spiller and Baier, 2012, p. 37).”

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Appendix O: IMC Budget by Distribution Channel

61

IMC Budget by Distribution ChannelJanuary 2013 through June 2013

Advertising $2,900,000

Sports Illustrated, Pizzatoday.com, and PMQ Pizza Magazine

Trade Promotion $9,000

$200 x 30 employees in a winning franchise and $100 x 30 employees in the QR code franchise drawing.

Personal Selling $0

Database Programs $0Use existing Rackspace IT resources.

Direct Marketing $1,591,000

Dimensional mailer & red pizza box-for instructional material

Appendix P: Unique Design for QR Code & QR Code on

Event Ticket).

Unique Design on QR Code & Event TicketExample QR code on ticket

(Pellow, B., n.d.,) (Add Ons, n.d.)

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Appendix Q: Media Plan and Flowchart-Trade Channels

DOMINO'S "Where Pizza Meets Mobile!" Flow Chart

Media Plan JANUARY FEBRUARYMARCH APRIL MAY JUNE

ADVERTISING X X X X X XTRADE PROMOTION X XPROMOTIONAL OFFERS X X X X X XDIRECT MARKETING X X X X X X

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Appendix R: 8.1.4 B2C Objectives by IMC Approach

IMC ACTIVITY OBJECTIVE

Advertising

* Domino's will drive traffic and increase online sales at a 30% increase along with their mobile online ordering system. * A point reward system in place will be implemented to encourage customers to purchase baked foods from Domino's.

Consumer Promotions

* Utilizing Domino's mobile ordering system and Domino's QR code will provide customers the opportunity to enroll in the Domino's Loyalty Rewards Program where customers can accumulate points to get future discounts on various baked goods.

Personal Selling * Domino's QR code will assist in creating sales.

Event Programs

* Sporting events utilizing QR codes to encourage customers to save and purchase Domino's baked foods. * Our goal is to increase Domino's mailing list by 30%.

New Media

* Drive traffic to Domino's web site by an additional 30%. * Increase online mobile sales. * Interact with Pizza Lover Millennials who utilize Domino's mobile application, and offer rewards programs to encourage them to purchase.

Public Relations

* Email press releases to various media outlets informing them Domino's mobile application and the usage of QR codes in simplifying the customer's ordering experience. * Inform media outlets about Domino's "Where Pizza Meets Mobile!" campaign and their involvement with five sporting events during January 2013 through June 2013.

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Appendix S: 8.1.4 B2C Measurement by IMC Approach

IMC ACTIVITY Measurement

Advertising

* We will measure consumer clicks from Domino's mobile application that will drive traffic to the Domino's web site. * We will measure the number of consumers who enrolled in the Domino's rewards program via advertisements in new and traditional media formats. * 30% increase is the measurement we are trying to achieve during the campaign.

Consumer Promotions

* Measurement will be obtained from scanned sporting event tickets with the QR code displayed, mobile baked goods orders, and Domino's Loyalty Rewards enrollments. These measurements will be measured during January 2013 through June 2013 to determine the increase in sales and participation during the Domino's "Where Pizza Meets Mobile!" campaign.

Personal Selling * QR codes will be measured to determine the effectiveness of this technology in Domino's mobile ordering system.

Event Programs

* QR codes will be measured from mobile orders taken while Millennials are at sporting events or from the Sports Illustrated magazine. These measurements will be evaluated to determine if there was a 30% increase in mailing lists because of the campaign.

New Media

* The Domino's "Where Pizza Meets Mobile!" campaign will measure if there was an increase in the Domino's website traffic by 30%. * Measurement will be evaluated to determine the number of new enrollments in the Loyalty Rewards Program.

Public Relations* Domino's and their third parties will track and measure the number of media outlets that “open” the press release during the course of campaign.

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Appendix T: 8.2.4 B2B Objectives by IMC Approach

IMC ACTIVITY OBJECTIVE

Advertising

* Franchises can view advertising materials in traditional and new media such as Sports Illustrated, PMQ Pizza Magazine, and Pizzatoday.com. * 100% of franchises will have unlimited access to traditional and new media provided by Domino's corporate intranet which will be accessible via QR codes.

Trade Promotions* 100% of Domino's franchises will participate in the opportunity to win $200 Domino's gift card for each employee in the winner of the most QR code orders.

Direct Marketing

* 100% of the 7,167 locally owned and operated Domino's franchise locations though out the United States will participate in the Domino's "Where Pizza Meets Mobile!" campaign that is sent using dimensional mail.

Event Programs

* QR codes will be measured from mobile orders taken while Millennials are at sporting events or from the Sports Illustrated magazine. These measurements will be evaluated to determine if there was a 30% increase in mailing lists because of the campaign. * 75% of local Domino’s franchises in the surrounding areas of the five sporting events will track the daily QR code orders during the events to compare against corporate office.

Interactive and New Media

* 100% of Domino's franchises will participate in the Domino's "Where Pizza Meets Mobile!" campaign utilizing Twitter, Facebook, and YouTube.

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Appendix U: 8.2.5 B2B Measurement by IMC Approach

IMC ACTIVITY OBJECTIVE

Advertising

* 100% of franchises will use advertising that has QR codes in the materials provided by Domino's corporate. The QR codes will be measured for frequency for each franchise. * Every franchise will be required to complete a survey and rate how successful the advertising materials are to the franchise.

Trade Promotions

* Domino's will track all QR codes per every franchise. This information will be vital to determine the QR codes usefulness. * Surveys will be given to franchise employees regarding the usefulness of the QR codes to receiving orders.

Direct Marketing

* Domino's will track all dimensional mail responses to ensure 100% participation. * Surveys will be provided to franchises regarding the usefulness of the dimensional mail pizza box with instructional material enclosed.

Event Programs* All local franchises in the area of the five sporting events will monitor the QR code orders during and after the event, and provide the information to Domino's corporate.

Interactive and New Media

* Franchises will link to Domino's corporate data base, this is where the QR code orders will be tracked Rackspace, a third party company. * Domino's corporate will measure if 100% of Domino's franchises participated/displayed in the Domino's "Where Pizza Meets Mobile!" campaign on their Twitter, Facebook, and YouTube on their personal web site.

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