INTEGRATED MARKETING

COMMUNICATION
DOMINO’S

Annie Jain
Kanika Bhardwaj
Srishti Mangal
V. Vinduja
ADVERTISING – Print and
Broadcasting ads
ADVERTISING – Broadcasting Ads
• PIZZA TURNAROUND campaign - rolled out a series of ads showing self depreciating and
improvement story - winning trust and customer base back.
• In 2016 - Domino’s - so tasty the Mouth Boggles!
ADVERTISING – Print And Broadcasting Ads
• INDIAN broadcasting ads – “HUNGRY KYA” – “KHUSHIYO KI HOME DELIVERY” – “YE
HAI RISHTON KA TIME”
ADVERTISING - Packaging
• In UK, Domino’s re-designed its packaging – removed extra details and re-emphasized on its
logo and color palette.
• Bold, brave and simple packaging
• 96% pizzas are bought in pair and thus new design is justified

BEFORE AFTER
ADVERTISING – Logos and billboards

• attract more customers due to the bright
and cheerful colors
• three dots on the logo symbolize the three
original Dominos locations that were open
at the time
• scan the poster - with their smartphone - ,
download a mobile ordering app and
become a Facebook fan
SALES PROMOTIONS – Contest games
• Domino’s added personalization into the mix for its 2015 Pizza Legends campaign - launching a micro-site to allow
consumers to create their own unique pizza – can choose name and occasion and various toppings
• A competition - the chance to be featured in the ‘League of Pizza Legends’ - became one of the brand’s biggest
campaigns in terms of engagement.
SALES PROMOTIONS – Rebates and Coupons

• Domino's offers unique rebates and arrangements

• Every day of the week has something exceptional to offer to the clients.
• It offers discount on selected deliveries if the time exceeds 30 mins.
• Also it has partnered with third party payment portals to offer various discounts.
THANK YOU!
 EVENTS AND EXPERIENCE

Company sponsored activities and programs designed to create daily or special brand-related
interaction with consumers, including sports, arts, entertainment, and cause events as well as
less formal activities.

Youth Programs
•Leadership and
•(College fests, Entrepreneurship
Cultural Programs)
Provides
Sponsorship
Disaster
Food
Relief
Sponsorship
Activities And
Events
 PUBLIC RELATIONS AND PUBLICITY
A variety of programs directed internally to employees of the company or externally to consumers, other firms,
the government, and media to promote or protect a company’s image or its individual product
communications.
St. Jude “Thanks and Giving”
Campaign
• In year 2017
• Domino’s stores across US
participated
• Customers donated their
change
• Contribution of $8.9 million
• In 14 years raised over $47
million for St. Jude
• Provides pizza parties for St.
Jude patients.
Strengthening Agriculture
With FFA
• Future Farmers of America(FFA)
– Intra-curricular student
organization for youth interested
in agriculture.
• No farms , No pizza
• Scholarship to students entering
the field of agriculture
• Domino’s contribution also
supported agricultural literacy
and advocacy programs.
Partners Foundation
• 2017 – 31st year of Domino’s
Partners Foundation
• Provided financial aid to
hurricanes Harvey and Irma – 1.5
million
• Helped more than 1,410
Domino’s team members affected
by hurricanes
• Fund generated through -
employee payroll deduction
programs, franchisee
contributions, etc.
 “Thanks And Giving”

Future Farmers Of America

PUBLIC RELATIONS AND PUBLICITY
Community Support
• Community support to more
than 150 local organizations.
(Headquarters – Michigan)
• Includes Gift Cards and Pizza
Deliveries
• Example : During Fire
Prevention Week in October,
102 stores delivered pizzas
with their local fire
departments to increase fire
safety awareness.
Pizza Relief Others
• Deliver pizzas to people in times
of unexpected need, as they have
for the last 57 years.
• Throughout California over a
number of weeks, thousands of
pizzas were donated to shelters
and firefighters during the
massive wildfires.
• Countless pizzas were donated in
the days and weeks following
both Hurricane Harvey and Irma.
DIRECT MARKETING

• Use of consumer-direct (CD) channels to reach and deliver goods & services to
consumers without using marketing middlemen
• Fastest growing avenue
• Includes catalogs, direct mail and telemarketing

• Benefits
• Market demassifaction – both customers and sellers
• Customer interaction
• Customization
CATALOGS MARKETING
• Catalog marketing is a sales technique used by businesses to group many items
together in a printed piece or an online store, hoping to sell at least one item to the
recipient.
• Involves printed and web- based catalogs

Benefits Challenges
Lower cost than printed Require marketing
catalogs
Difficulties in attracting new
Unlimited amount of
customers
merchandise

Real-time merchandising

Promotional features
 P
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O
C
D
A
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T
C
A
T
L
O
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• Their menu card clearly describes their pricing in detail

• Excellent pricing strategy by Domino’s
• Ranges from Margherita pizza to Mexican Greenwave; Chicken fiesta to Non Veg Supreme; Tacos to
Butterscotch Mousse
T • In earlier days of Domino’s Pizza, it used telemarketing as a method to attract
E customers
L • Domino’s sales depend on telemarketing and the efficiency of their trained
E delivery boys

M • Inbound/Outbound Telemarketing

A
R
K
E
T
I
N
G
PERSONAL SELLING
Personal selling occurs when a sales representative meets with a potential client for the
purpose of transacting a sale.

• Different types of sales roles can be identified:

• Order takers
• Order getters
• Missionary selling
• Cold calling
• Relationship selling
• SPEED OF SERVICE DELIVERY
• 30 minutes or free
• Providing service blueprints
• EFFICIENCY AND EFFECTIVENESS
• Most popular pizza chain
• In today’s world, Domino’s has been equivalent
to quality, freshness and good service.
• EASE OF AVAILING SERVICES
• Combining the booking options
• Increasing number of outlets
Delivery Style

Staff comes on bike for home delivery

• Domino's launched driverless delivery

vehicles
• Autonomous scooters
• Domi-No Drivers
Domino’s Robotic Unit

In March 2016 Domino's Australia created the world's first autonomous pizza
delivery vehicle
• DRU-- a prototype reaches at speed of 12 mph, designed to cruise on bike paths
and footpaths!
• Australian startup Marathon Robotics
• Features GPS tracking data, sensory lasers, locked storage compartment

Domino's Pizza may start using the fully autonomous R1 mini delivery van which
is built by Nuro.
R1 is a compact vehicle with no space for a human operator
Drive up to 25 miles per hour and will deliver pizza only when you enter an OTP
to open the pizza compartment
Customer Feedback

Online as well as offline

Reaches customers for

feedback through various
media

Prime importance given to

customer feedback