Integrated Marketing Plan
Executive Summary
Background
Started in 1960 by James and Tom Monaghan as a small pizza store in Ypsilanti, Michigan, Domino’s Pizza has grown to more than 10,000 corporate and franchised stores in 70 countries. Domino’s Pizza is recognized as the second largest pizza chain in the United States after Pizza Hut, and the largest worldwide.8 Domino 's had global retail sales of over $7.4 billion in 2012, comprised of over $3.5 billion in the U.S. and nearly $3.9 billion internationally. In the third quarter of 2013, Domino 's had global retail sales of nearly $1.8 billion, comprised of $849 million in the U.S. and $935 million internationally. 9
Focus on Technology
From April 2011 to April 2012, Domino’s reached an impressive $2 Billion in US digital from its apps on platforms such as Kindle Fire, Android, Windows 8 phone, and iPhone – which now cover nearly 95% of the U.S. smartphone market. Digital sales, which include mobile and computer ordering, now make up 40% of all Domino 's sales, an increase from 30% in 2012. 9
Problem Statement
Building on the success of Domino’s product rebranding and technological innovations, the company’s goal is to implement effective strategies that will increase its percentage of sales driven through the company’s mobile apps and online website.
Situational Analysis
Strengths of the Organization
Domino’s Pizza is the second largest pizza chain in the United States and the world leader in pizza delivery, with more than 10,000 corporate and franchised stores in over seventy countries (Corporate). Furthermore, Domino’s Pizza has been the recipient of Pizza Today magazine’s “Chain of the Year” award three times back to back in 2010 and 2011 (Corporate). Over the years, Domino’s has launched many industry innovations to keep them at the top of the ladder, namely the HeatWave bag, Domino’s Tracker, and the Domino’s Pizza app (Corporate). This company has maintained great name brand recognition and a strong distribution
Background
Started in 1960 by James and Tom Monaghan as a small pizza store in Ypsilanti, Michigan, Domino’s Pizza has grown to more than 10,000 corporate and franchised stores in 70 countries. Domino’s Pizza is recognized as the second largest pizza chain in the United States after Pizza Hut, and the largest worldwide.8 Domino 's had global retail sales of over $7.4 billion in 2012, comprised of over $3.5 billion in the U.S. and nearly $3.9 billion internationally. In the third quarter of 2013, Domino 's had global retail sales of nearly $1.8 billion, comprised of $849 million in the U.S. and $935 million internationally. 9
Focus on Technology
From April 2011 to April 2012, Domino’s reached an impressive $2 Billion in US digital from its apps on platforms such as Kindle Fire, Android, Windows 8 phone, and iPhone – which now cover nearly 95% of the U.S. smartphone market. Digital sales, which include mobile and computer ordering, now make up 40% of all Domino 's sales, an increase from 30% in 2012. 9
Problem Statement
Building on the success of Domino’s product rebranding and technological innovations, the company’s goal is to implement effective strategies that will increase its percentage of sales driven through the company’s mobile apps and online website.
Situational Analysis
Strengths of the Organization
Domino’s Pizza is the second largest pizza chain in the United States and the world leader in pizza delivery, with more than 10,000 corporate and franchised stores in over seventy countries (Corporate). Furthermore, Domino’s Pizza has been the recipient of Pizza Today magazine’s “Chain of the Year” award three times back to back in 2010 and 2011 (Corporate). Over the years, Domino’s has launched many industry innovations to keep them at the top of the ladder, namely the HeatWave bag, Domino’s Tracker, and the Domino’s Pizza app (Corporate). This company has maintained great name brand recognition and a strong distribution
Cited: 1. Bodnar, Kipp. (2010). B2B Social Media Lessons from Domino’s “Pizza Turnaround” Campaign”. Retrieved November 28,2013 from http://socialmediab2b.com/2010/01/dominos-pizza-turnaround-campaign/ 2. Alfs, Lizzy. (2013). What’s next for domino’s Pizza? CEO Patrick Doyle outlines some goals. Retrieved November 26, 2013 from http://www.annarbor.com/business-review/whats-next-for-dominos-pizza-ceo-patrick-doyle-outlines-some-goals/. 3. Domino’s Pizza Inc. (2013). Retrieved December 11, 2013 from http://topics.nytimes.com/top/news/business/companies/dominos-pizza-inc/index.html. 4. Inside Domino’s. (2013). Retrieved November 26, 2013 fromhttp://www.dominos.com.au/inside-dominos 5. Fera, Rae Ann. (2013). Startups don’t run on halibut: domino’s backs innovation with “powered by pizza” campaign. Received November 29, 2013 from http://www.fastcocreate.com/1683517/startups-dont-run-on-halibut-dominos-backs-innovation-with-the-powered-by-pizza-campaign. 6. McPhillip, Vincent. (2013). Domino’s Pizza (DPZ). Retrieved November 29, 2013 from http://www.wikinvest.com/stock/Domino 's_Pizza_(DPZ) 7. Kretzmann, David (2013) Why Domino’s Digital Component is Important Retrieved December 10, 2013 from http://www.dailyfinance.com/2013/12/10/why-dominos-digital-component-is-important/ 8. About Domino’s Pizza (2013) Retrieved December 11, 2013 from http://dominosbiz.com/Biz-Public-EN/Site+Content/Secondary/About+Dominos/Fun+Facts/ 9. Gayle King chats and takes calls about our #newpizza (2010) Retrieved December 11, 2013 from http://pizzaturnaround.com/2010/02/gayle-king-chats-and-takes-calls-about-our-newpizza/