I. Executive Summary
Client Background
Dominos Pizza located in Elk River has been open for over 24 years. It started in its first location at Dodge Avenue, and moved in 2010 to the current location on Carson Court. The Elk River location is the only location out of all 8,000 stores with 20/20 store image. Domino’s Pizza is open every day of the year including holidays.
Objectives
The three main objectives have been set to be achieved through the twelve week promotion plan. The objectives are as follows:
• to increase the amount of items purchased by young adults.
• to increase sales of stuffed cheesy bread and parmesan bites.
• to make Dominos name stand out from competitors.
Event Schedule
The twelve week ad campaign includes the following promotions.
▪ Facebook posting and updates occurring every Monday and Friday.
▪ Pandora will have advertisements the last five days of each month.
▪ Advertising at ERX during each main event for these three months.
▪ Sherburne County Fair and Parade held in July.
▪ Mail will be sent out, customers will receive special offers and deals by Wednesday of every week.
Domino’s Elk River location does not have a specific budget for advertising; the store’s return of interest must meet the total cost of the advertisement along with a profit.
II. Descriptions
A. Description of the product, service, company or business selected.
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Overview Company: Domino's Pizza Founded: In 1960 by Thomas S. Monaghan in Ypsilanti, Michigan. Ownership: In December 1998, investors, including funds managed by Bain Capital Inc. , a leading private equity investment firm, together with management and others, acquired a 93% stake in the Company, which was formerly owned by founder, Thomas Monaghan and his family. Description: Domino's Pizza has ...
It started in the year 1960 when two brothers named Tom and James Monaghan bought a small pizzeria in Ypsilanti, Michigan by the name of Dominick’s Pizza. James quit and traded his shares with his brother Tom. This led Tom to revitalize the image and rename it, Domino’s Pizza. The company logo was originally planned to add a new dot with the addition of every new store, but this idea quickly faded as Domino’s experienced rapid growth. The three dots represent the stores that were open at the time of 1969.
In 1983 Domino’s Pizza started to prepare to launch on an international scale. Domino’s Pizza opened its first international franchise in Winnipeg, Manitoba, Canada. This was a major step in decentralizing its operations. In 1997, Domino’s opened seven stores in one day across five continents creating more than 8,000 corporate and franchise stores in more than 54 countries. The international fast food pizza delivery corporation, Domino’s Pizza, is a renowned and popular choice amongst people for relishing their favorite fast food. With its headquarters located just outside of Ann Arbor, Michigan.
B. Description of the client/ advertising.
Elk River Domino’s has been open for over 24 years. It started in its first location at Dodge Avenue and moved in 2010 to the current location on Carson Court. The Elk River location is the only location out of all 8,000 stores with 20/20 store image. Elk River’s Domino’s is open every day of the year including holidays.
III. Objective(s) of the Campaign
The three main objectives have been set to be achieved through the twelve week promotion plan. The objectives are as follows:
• to increase the number of items purchased by young adults.
• to increase sales of stuffed cheesy bread and parmesan bites.
• to make Domino’s name stand out from competitors.
IV. Identification of the Target Market
A. Primary Markets
Elk River Dominos primary target market is ages between 16-24 year olds, geographically this focuses on the addresses in the delivery area such as parts of: Monticello, Big Lake, Zimmerman, Ramsey, Nowthen, Elk River, and Otsego.
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Abstract The purpose of this case study is to exam how Domino’s pizza uses Information Systems to regain their share of the Home Delivery pizza market. I’ll discuss how Domino’s overcome a bad reputation and improved their product and services. I will also discuss the changes and process systems implemented along with where they currently stand in the market and with their customers. I will finish ...
B. Secondary Markets
Elk River Domino’s secondary target market is general stay at home mother, specifically females ages 28-42. The females live in the general delivery area. Such as parts of: Monticello, Big Lake, Zimmerman, Ramsey, Nowthen, Elk River, and Otsego.
V. List of Advertising Media Selection Necessary for the Campaign
• Pandora advertisements
Pandora online and applications for smart phones allow advertising pop-ups between songs. By including Domino’s advertisements this would target most of the primary market of 16-24 years old.
• Elk River Dominos Facebook page
Facebook is becoming social website most people are on whether it’s for work or friends. By creating a Facebook page, Elk River Domino’s would be targeting both secondary and primary markets.
• Elk River Extreme Motor Park (ERX)
ERX is a racing center where most of Domino’s primary markets go for entertainment. By having a small advertisement or a stand, Domino’s could increase the sales of pizzas to its primary target market the young adults attending.
• Sherburne County Fair
Elk River Domino’s participates in the Sherburne County Fair by having a stand. This stand sells pizza and pop at a low cost. To increase the sales of stuffed cheesy bread and parmesan bites, this location should hand out these side items also at a low price. This would increase the attention to these items and attract more customers in the geographic area.
• Sherburne County Parade
Domino’s participates in the parade by handing out coupons and candy while a Domino’s cop car is displayed. To increase the amount of attention drawn to Dominos in the parade, t-shirts, cups, and beach balls should be passed out. By doing this more people will wear the shirts, more kids will use the beach balls and cups. This would then increase the amount of people in both target markets who will see the Domino’s logo.
• Pizza Box Advertisements
By placing the most recent deals or specials on each Domino’s box with the logo and a fun picture or a fun color to make it stand out, will increase the amount of pizzas purchased by large groups. With such deals advertised like three of more large one topping pizzas for $7.77 each. This will increase more sales for primary markets due to the big group gatherings
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1.1 BACKGROUND OF THE PIZZA HUT Introduction of Pizza Hut was started in 1958, by two brothers in Wichita and Kansas. Frank and Dan Carney had the idea to open a pizza parlor. They borrowed $600 from their mother and opened the first Pizza Hut. In 1959, the first franchise unit opened in Topeka, Kansas. Almost ten years later, Pizza Hut would be serving one million customers a week in their 310 ...
this age group has.
• Special Offers In The Mail
Special offers received by mail to the customers in the geographic area will help get more people to continue ordering Domino’s Pizza. This will increase the order of side items along with the amount of pizza purchased.
VII. Schedules Of All Advertising Planned
▪ Pandora- Pandora will have advertisements for Domino’s Pizza for the last five days of every month. ▪ Facebook- Facebook will be updated and will also have postings made on every Monday and Friday. ▪ ERX- Will have an advertisement banner during main events on the dates of: June 2nd and 23rd, July 28th, and August 25th.
VII. Schedules Of All Sales Promotion Activity(ies) Planned
▪ Sherburne County Fair- The Sherburne County Fair is held in July 11th-15th.
▪ Sherburne County Parade- The Sherburne County parade is held at 5 o’clock on July 13th.
▪ Box Top Deals- The box top deals will be on every box that leaves the Domino’s store through these five months with only three different specials.
▪ Special offers and deal sent in the mail- Mail will be sent out so each customer will receive their special offers by Wednesday.
fVIII. Statement Of Benefits To The Client/Advertiser
The three main objectives have been set to be achieved through the twelve week promotion plan. Each objective will be achieved by the following activities.
• objective 1: increase the amount of items purchased by young adults.
This objective will be met by targeting our primary markets. By special events such as the Elk River Domino’s Facebook page, advertising at ERX motor park, along with a advertisement on Pandora Radio.
• objective 2: increase sales of stuffed cheesy bread and parmesan bites.
To achieve this objective Domino’s will post special offers on Facebook, and also send out special offers in the mail to local customers to let them know about new offers on stuffed cheesy bread and parmesan bites. By doing so, this will reach out to all markets geographically.
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Huggies is one of the leading subsidiaries for Kimberly Clark. Huggies falls under the ‘tissues and other paper product manufacturing’ sector for which Kimberley Clark holds a 31. 5% total market share. The tissue and paper products sector’s sales grew by 2. 8% over the five years to 2010, which was an improvement compared with the revenue growth of 1. 6% for the industry as a whole. Industry ...
• objective 3: make Domino’s name stand out from competitors.
We plan to achieve this goal by the Sherburne County Parade and Fair. At each event we plan to have t-shirts, cups, and beach balls handed out to most attendees, by doing so more people will be representing the Domino’s logo.
IX. Bibliography
http://www.inkwizards.com/
http://www.vistaprint.com/custom-banners.aspx?mk=vinyl+%2bbanners&ad=b&GP=12%2f12%2f2011+11%3a28%3a02+AM&GPS=2280462148&GNF=1&GPLSID=9382486273
http://dominos.com/
http://www.sherburnecountyfair.org/
http://www.erxmotorpark.com/calendar.html
http://lifestyle.iloveindia.com/lounge/history-of-dominos-pizza-1915.html
