AGENDA

INTRODUCTION
Dominos Pizza Company Background
Market Research
SWOT Analysis
MARKETING STRATEGY
Strategic Summary Chart
Integrated Marketing Communications
360 Touchpoint Pizza & Marketing Calendar
Food For Thought
RECOMMENDATIONS
User Experience
Loyalty Programs
Digital Channels
Video On Demand Advertising
#ShareASummer Event Promotion
YouTube Promotion
MEASUREMENTS OF SUCCESS
KPIs by Source
Integrated KPIs
BUDGET
KEY TAKEAWAYS

ABOUT DOMINOS PIZZA
Pizza is a $35 billion a year industry
American restaurant chain and international franchise
pizza delivery corporation headquartered in Ann Arbor
Charter Township, Michigan
2
nd
largest pizza chain in the United States
Publicly traded company
Serves Coca-Cola products and is unique in doing so
compared to other pizza chains
Revolutionized online pizza ordering
30 Minute or Free Guarantee
Partnership with St. Jude Childrens Research Hospital
MARKET RESEARCH
MARKET RESEARCH TARGET MARKET
95% franchise owned
More than of Dominos sales comes from outside
of the United States
Dominos top 5 markets are:
United States
United Kingdom
India
Mexico
Australia
Domino's currently holds the #1 pizza delivery &
carryout market position in 38 markets, including
the U.K., India, Mexico, Australia, South Korea,
Turkey and France
The busiest day for delivery each year is Super
Bowl Sunday followed by Halloween, New Years
Eve/Day and Thanksgiving Eve
95% of smartphones are covered with the Dominos
online ordering ap
Approximately 40% of sales in the US come through
the digital ordering channels
Males and Females ages 18-49, with a focus on
mothers or heads of the households focused on
making the dinner decision for the family
Customers are price sensitive with a focus on
delivery and carry-out customers
Culturally diverse market demographic
SWOT ANALYSIS
STRENGTHS WEAKNESSES
Recognizable brand name
International presence
Online ordering is quick and efficient (30
minutes or less)
Strong supply chain
Known for innovation
Product pricing
Strong brand equity
Slow growth and decreasing sales
Without discounts can be perceived as
expensive
Decrease in operating profits
High staff turnover
OPPORTUNITIES THREATS
Digital market expansion
Global market expansion
Special promotions
Viral video
On demand advertising
Region specific toppings
Healthier options
Local pizzerias
Increasing labor and food supply costs
Having too diverse of a product
Social media (negative press)
STRATEGIC SUMMARY CHART
Marketing Research
Conclusions
Proposed Corresponding Strategies
Spring/Summer dip in
sales and Engagement
#ShareASummer Promo Event, with social media support on Twitter, Facebook,
Instagram.
Need Increase of
Consumer Engagement
Addition of Alerts and Social Media Sharing for all mobile apps. (See UX
Improvements)
Lack of Loyalty Programs Buy 8 get 9
th
Pizza free for all accounts
Decline of Cable TV
Subscribers & Switch to
Roku topbox.
Dominos Pizza Channel on Roku to allow its 5 million + users to order pizza before
watching an entire season of their favorite show/movie marathon. Provides a new
and novel way to order pizza. (See other digital channels)
Cross Promotions Incentive to free one-week subscription for every pizza order. This taps into
HuluPlus 4 million paying subscribers. (According to comScore, Hulu is #1 in
engagement among top ad supported sites. Hulu viewers stay with us for45
minutes per sessionwithout fast-forwarding or skipping ads. Hulu is also #1 in
market share of all premium online video providers, delivering 1 in 3 of all premium
video ads in the U.S. Our reasonable ad load drives the highest recall and
awareness for brands, which results in higher effectiveness for the video ads.)
Tap-to-Website Feature on
DramaFever & Viki Mobile
App
DramaFever and Viki mobile apps have the tap-to-website feature that allows
audiences to go directly to the Dominos website to order a pizza.
INTEGRATED MARKETING COMMUNICATIONS
Digital Media (Mobile & Social)
App User Experience (UX) Improvements
Retail Touch Points
Product/Packaging
Sales Promotions
Loyalty Programs
360 TOUCHPOINT PIZZA
PRE PURCHASE
MOBILE VIDEO
ON DEMAND
ADVERTISING
MOBILE APP
ROKU CHANNEL
SOCIAL MEDIA
DIGITAL
COUPONS
SUMMER
PROMOTIONS
APP USER
EXPERIENCE
IMPROVEMENTS
APP USER EXPERIENCE IMPROVEMENTS
DOMINOS PACKAGING

PURCHASE
POST PURCHASE
SOCIAL
MEDIA
LOYALTY
PROGRAMS

365 DAYS OF SHARING DOMINOS
Month Activity
January
February

Dominos mobile app UX improvements

Launch Roku channel

Advertising on DramaFever & Viki (mobile video on demand app)

Send email blasts about Roku channel, Hulu promotional tie-up

Send email blasts about ordering pizza straight from Viki and DramaFever mobile app

Facebook, Twitter and Instagram social media support for ALL PROMOS ALL YEAR ROUND

Social media promotions to download Roku channel app

Automatic update of all installed apps

#ShareASummer email blast (spring/summer promotion)
March
April

Social media promotions to download Roku channel app

#ShareASummer email blast (spring/summer promotion)

Email blast to residents within city limits of Los Angeles, Miami, New Orleans and Houston
about #ShareASummer event

Launch #ShareASummer event in test cities Los Angeles (Elysian Park), Miami (Flamingo
Park), New Orleans (New Orleans City Park), Houston (Sam Houston Park)

Email blast to remind users about loyalty rewards to drive more orders

Facebook, Twitter and Instagram social media support for all ongoing promos

May
June
July

Email blast to remind users about loyalty rewards to drive more orders

Email blast to launch cross promotion with Hulu Plus

Launch Hulu Plus promotion - one week free HuluPlus for every pizza order

Social media campaign for YouTube video contest

Launch YouTube video contest

Email blast to residents of New York, Chicago, Boston for #ShareASummer event promotion

Facebook, Twitter and Instagram social media support for all ongoing promos

365 DAYS OF SHARING DOMINOS
Month Activity
August
September
October

Email blast to remind users about loyalty rewards to drive more orders

Back-to-school coupon promotion

Campus Address Promotion - discounts for app users who get pizza delivered within a radius
of a college campus

Facebook, Twitter and Instagram social media support for all ongoing promos
November
December

Email blast to remind users about loyalty rewards to drive more orders

Black Friday Gift card promotion - promote gift cards as the perfect holiday gift

Facebook, Twitter and Instagram social media support for all ongoing promos

FOOD FOR THOUGHT
Mobile app users 6,712,500 total users
Twitter Users 49 million
Roku Users 5 Million as of April 2013
HuluPlus (paying) Users 4 Million
DramaFever 6 Million Unique Visitors
Viki 5 Million App Downloads
USER EXPERIENCE
Dominos App User Experience (UX) Improvements
ALERTS

Alerts will prompt app owners if
there are any new offers or
coupons that is presently
available to use.
SOCIAL MEDIA SHARING

An automatic sharing feature
will allow present users to link
the Dominos app with Facebook,
Twitter & Instagram apps. This
allows for higher user
engagement and influencing
networks.
LOYALTY PROGRAMS
Dominos Pizza Rewards
Buy 8 pizzas and get 9
th
pizza free promo. Customers who
purchase 8 pizzas get the 9
th
pizza for free.

This drives repeat purchase.

Adding this feature to the app will push customers to keep
ordering in order to get the prize.
Tie-up promotion with Hulu -
Free 1-week subscription
for every order for a limited
time.
OTHER DIGITAL CHANNELS
Dominos Pizza Ordering Channel on Roku*
Roku is an internet
connected video streaming
player that have allowed
consumers to cut the cable
and switch to streaming
video. As of April 2013 there
are 5 million Roku users.

Currently, there are no apps
that allow for ordering food
via the Roku. Doing this
would pave way to first-to-
market advantage.


*A quarter of Roku users stream more than 35 hours of video per week to a TV, an
hour above the average amount of time spent watching live TV (34 hours according to
Neilsen). According to Anthony Wood, Roku founder and CEO, that makes Roku one
of the most "coveted streaming platforms.
http://www.neowin.net/news/roku-celebrates-5-million-users-and-8-billion-video-streams
MOBILE VIDEO ON DEMAND ADVERTISING
DramaFever (DF) and Viki are video-on-demand
channels that feature Korean Dramas, Latin American
Telenovelas and a wide range of Asian TV shows and
movies for free.

According to GooglePlay Store, the mobile DF app has
100K+ downloads, Viki has 5million+ downloads (figures
do not include iPhone, iPad and Windows apps).

Advertising on these mobile video-on-demand
streaming apps has the benefit of the ability to tap while
the ad is being played thus telling the consumer to order
pizza while watching one drama episode after another.
Potentially, this tap to website feature can launch the
Dominos mobile app while airing the commercial.

DF and Viki audiences are engaged, and according to
DF they have 300K active users, 6million unique visitors
and users stream about 10 hours of video per month.
(stats below provide for global audience)

71% of DF audience are non-Asians. 40% Caucasian,
17% African-American and 13% Hispanic. 52% of them
are Female, 48% Make and 18-34 age bracket at 39%,
35-49 25% and teens aged 13-17 at 17%*
Audlence lnfo from:hup://www.hanclnema.neL/korean-drama-fever-spreads-among-us-fans-22061.hLml
SHARE A SUMMER EVENT PROMO
Dominos #ShareASummer Event
In response to the dip in sales in
Spring and Summer months
because consumers are outside
enjoying the sunshine, Dominos
will set-up booths at a park that
is within the delivery range of a
store. In the booth, Dominos
employees can place orders via
a mobile device or park goers
can order from the booth and
claim a balloon to be easily
identified by delivery guys when
their pizza is ready for delivery.

* Launch to make it an in-store
carryout/delivery event.
Roll out of this promo will first start in April in Los Angeles, New Orleans and
Miami. Upon the measured success of the promo, the event should be rolled
out in New York, Chicago and Boston.
SHARE A SUMMER VIDEO PROMO
This needs to say
Dominos Pizza Official
This video contest, hosted
on the Dominos YouTube
channel, will complement
the #ShareASummer
campaign. Videos with the
most likes will be featured
on a weekly basis and
ultimately the creators of the
winning video will receive
one year of free Dominos
pizza and delivery.
KPIs BY SOURCE
Mobile App Website Social Media
# of App Downloads # of Visits Facebook Likes Growth
# of Sign ups for the App Click through Rate Twitter Followers Growth
Frequency of App Opened # of Unique Visitors Re-tweets
Time Spent on the App Time spent on the website Facebook Shares
App Ranking on Stores Bounce Rate Twitter Replies/Mentions
MAU Monthly Active Users/
DAU Daily Active Users
Traffic from Facebook/
Twitter/YouTube
Facebook Comments
App Launch/ Load Time Traffic from (Organic/Paid
Search)
Downloads (from iOS,
Android, Blackberry devices)
Downloads (from Paid/
Organic Search)
* Please refer KPI section under Appendix for a detailed explanation
INTEGRATED KPIs
Buzz Volume Sentiment Analysis Share of Voice
x x x
* Please refer KPI section under Appendix for a detailed explanation
Revenue Digital
Efforts
Pre Campaign Post Campaign Increase
x x x
Qualitative metrics like Topics and Categories of Discussion should also be
monitored.
Topics of Discussion would be topics like party, school, celebration, craving
which were discussed in context to Dominos Pizza.
Categories of Discussion would be categorizing the conversation under topic of
intent. For example if a discussion was made to make others aware of Dominos
the category would be Awareness, if discussion was associated with happiness,
category would be Association and so on.
BUDGET & ROI
KEY TAKEAWAYS
Gain first mover advantage in new digital channels
Roku Channel Development
Mobile video on demand advertising (Viki & DramaFever)
Cross promotions with HuluPlus
Improve User Experience in Dominos Mobile App with inclusion of
Loyalty programs
Coupon alerts
Social Media Integration (Facebook, Twitter and Instagram Sharing)
Launch #ShareASummer Promotions
Increase sales in spring and summer months
Increase YouTube subscribers
Increase carry-out orders
Improve KPI Measurement by using a new measurement system to
improve consumer engagement and increase sales
SOURCES

Blue Cloud Solutions. (n.d.). How much does it cost to develop an app? Retrieved 12 1, 2013, from Blue Cloud Solutions: http://www.bluecloudsolutions.com/blog/cost-
develop-app/

Collier, M. (n.d.). How Much Does Social Media Cost Companies in 2012? . Retrieved December 1, 2013, from MackCollier.com: http://www.mackcollier.com/cost-of-
social-media-in-2012/

Dean, G. (2010, March 09). Dominos Pizza Beyond the Dough. Retrieved December 01, 2013, from Marketography: http://marketography.com/tag/dominos-pizza/

Dominos Pizza. (n.d.). About Dominos Pizza. Retrieved December 01, 2013, from Dominos Biz (Dominos Pizza Corporate Website): http://dominosbiz.com/Biz-Public-EN/
Site+Content/Secondary/About+Dominos/Fun+Facts/

Drell, L. (2013, September 04). 9 Mobile App KPIs to Know. Retrieved December 01, 2013, from Mashable: http://mashable.com/2013/09/04/mobile-app-metrics/

Frontlayer. (n.d.). Frontlayer Pricing Details. Retrieved December 1, 2013, from Frontlayer: http://www.frontlayer.com/pricing

Garcia, C. R. (2010, January 27). Korean Drama Fever Spreads Among US Fans. Retrieved December 01, 2013, from Hancinema The Korean Movie & Drama Database:
http://www.hancinema.net/korean-drama-fever-spreads-among-us-fans-22061.html

Hulu Plus vs. DramaFever: Side-by-side Comparison. (n.d.). Retrieved December 01, 2013, from Knoji Consumer Knowledge: http://huluplus.knoji.com/compare-vs/
dramafever/

Marshall, J. (2013, February 22). What Online Ads Really Cost. Retrieved December 1, 2013, from Digiday: http://digiday.com/publishers/what-online-ads-really-cost/

Sandoval, G. (2011, July 6). Hulu Plus closes in on 1 million subscribers. Retrieved December 1, 2013, from C|Net: http://news.cnet.com/8301-31001_3-20077304-261/hulu-
plus-closes-in-on-1-million-subscribers/

Slater-Robins, M. (2013, April 11). Roku celebrates 5 million users and 8 billion video streams . Retrieved December 01, 2013, from Neowin: http://www.neowin.net/news/
roku-celebrates-5-million-users-and-8-billion-video-streams

Standard Definitions for Reach and Impressions. (2013, March 15). Retrieved December 01, 2013, from #SMMStandards: http://www.smmstandards.com/2013/03/
proposed-social-media-standard-definitions-for-reach-and-impressions-from-the-digital-analytics-association/

Wikipedia. (n.d.). Wikipedia. Retrieved December 01, 2013, from Dominos Pizza: http://en.wikipedia.org/wiki/Dominos_Pizza