VNUK | INTERNATIONAL MARKETING 2021

DOMINO'S
PIZZA
SEMINAR - PROMOTION
LECTURER

MAI QUYNH ANH

 1. Integrated Marketing
Communications (IMC)

Integrated marketing communications (IMC) are

composed of advertising, sales promotions, trade shows,
personal selling, direct selling, and public relations

All these elements of the promotional mix have as their

common objective the successful sale of a product or service.

In many markets, the availability of appropriate

communication channels to customers can determine
entry decisions.
 1. Integrated Marketing Communications (IMC)
Examples:

Domino's
Advertising through television, flyers and mainly on social
media sites.
Television and flyers are generally targeting the older age
groups
Social media and web is for their main target audience which
include teenagers, young adults and the middle age group

Toy manufacturers
Toys cannot be marketed profitably in countries without
commercial advertising directed toward children.
Thus, product and service development must be informed by
research regarding the availability of communication
channels.
2. Sales Promotions in
International Markets

Sales promotions are marketing activities that

stimulate consumer purchases and improve retailer
or middlemen effectiveness and cooperation.

Discounts, in-store demonstrations, samples,

coupons, gifts, product tie-ins, contests,
sweepstakes, sponsorship of special events and
point-of-purchase displays are types of sales
promotion devices.
 2. Sales Promotions in International Markets
Examples: Sales promotions of Domino’s Pizza India, in the COVID-19 pandemic

Used social media to promote its campaign #HaathBadhaoIndia #VaccineLagaoIndia to encourage Indians
to get their vaccinations against coronavirus.

Offered a small discount (USD $5 off) to all those who got vaccinated when they ordered through their app.
 3. Personal Selling
The salesperson is a company’s most direct tie to the customer

As presenter of company offerings and gatherer of customer

information, the sales representative is the final link in the
culmination of a company’s marketing and sales efforts.

Example:
When you go to some fast food stores, even when you have a
meal, there are still some staff getting to you, bring their menu
and offer you some special deals or discounts there.

In this case, Domino's Pizza has no exception.

4. International Public Relations
Public relations is a strategic communication tool to
develop mutually beneficial connections to business
with the general public. The aim of public relations (PR)
is to help firms deliver messages to their public
customers, the general public, and government
regulators—by cultivating positive relationships with
the popular press and other media.

INTERNATIONAL PUBLIC RELATIONS OF DOMINO

Collaborated with impressionists and comedians

Enlisted Bollywood star Arshad Warsi as its brand
ambassador in India
4. International Public Relations
However, public relations encompasses not just
encouraging the press to cover favorable company
stories but also dealing with bad rumors, reports,
and occurrences.

In 2009, two employees of Domino's Pizza uploaded a

video on Youtube of themselves doing disgusting
things to a pizza before it went out on delivery

It was thrust into a viral attack

Domino's chose silence on this incident

5. International Advertising
International advertising entails the dissemination of a commercial message to target
audiences in more than one country.
Decisions involving advertising are affected by cultural differences among country markets like
culture, style, feelings, value systems, attitudes, beliefs, and perceptions.
The basic framework and concepts of international advertising are essentially the same.

Seven steps are involved:

1. Perform marketing research.
2. Specify the goals of the communication.
3. Develop the most effective message(s) for the market segments selected.
4. Select effective media.
5. Compose and secure a budget based on what is required to meet goals.
6. Execute the campaign.
7. Evaluate the campaign relative to the goals specified.
5. International Advertising
Example:

Domino realized that each country and culture perceives

pizza in a different light.

Some countries and cultures believe it to be more as a

fast food convenient place

Some believe it to be more upscale

Some people believe it to be an occasional holiday

outing.

Take the advertising in India and the US as an example

 5. International Advertising
Examples:
U.S INDIA

Three men were sitting at the table,
enjoying their Domino's Pizzas, and
discussing the benefits of the product.
In the U.S, pizza can be a treat for friends'
meetings and a meal for any occasion.
A couple had a Domino’s Pizza for a meal
because they had a burn out kitchen.
In India, pizza seems to be a good replacement
for a meal.

Attitudes towards the product are quite different in the two regions and the advertisements employ these
differences to promote Domino’s Pizza.
6. Advertising Strategy and Goals
The goals of advertising around the world vary substantially.

For example:
Chinese manufacturers are establishing new brands as their economy expands;
Unilever is introducing a new product-line extension, Dove Shampoo in East Asian markets;
Russia’s airline Aerofl ot is seeking to upgrade its quality image.
6. Advertising Strategy and Goal
PRODUCT ATTRIBUTE AND BENEFIT SEGMENTATION
A market offering really is a bundle of satisfactions the buyer receives.
This package of satisfactions, or utilities, includes the primary function of the product or
service, along with many other benefits imputed by the values and customs of the culture.
Different cultures often seek the same value or benefits from the primary function of a
product, but consumers may perceive other features and psychological attributes of the item
differently.
Example: Market-perceived satisfaction for a pizza store

In the U.S, an excellent pizza store is the place providing the quickest service.
In India, a good pizza store must have a large space for family and friends gatherings.

A reason why Domino's Pizza in India has bigger stores than in the U.S
 6. Advertising Strategy and Goals
REGIONAL SEGMENTATION

To avoid the confusion that results when a market is exposed to multiple brand names and advertising
messages, as well as for reasons of efficiency, companies strive for harmony in brand names, advertising, and
promotions across Europe.
 7. The Message:
Creative Challenges
International communications may fail for a variety of reasons:
A message may not get through because of media
inadequacy
The message may be received by the intended audience but
not be understood because of different cultural
interpretations
The message may reach the intended audience and be
understood but have no effect because the marketer did not
correctly assess the needs and wants or even the thinking
process of the target market.
 7. The Message:
Creative Challenges
Here are seven important steps that affect the accuracy of
the international communication process.
 7. The Message:
Creative Challenges
A. LEGAL CONSTRAINT

Legal constraints in marketing are a variety of

restrictions on advertising of specific products exist
around the world

Example:
Strict markets like India have some laws such as No
Comparative Ads, No deceptive or misleading Ads, etc.
 7. The Message:
Creative Challenges
B. LINGUISTIC LIMITATIONS
Language is one of the major barriers to effective
communication through advertising.

Example: Domino's Pizza

Delivering the right message at the right time - and
in the right language
Using Indian language for its online app, which
makes it easy for consumers to use
 7. The Message:
Creative Challenges

C. CULTURAL DIVERSITY

Communicating to people in diverse cultures

present one of the great creative challenges
in advertising.
If the perceptual framework is different,
perception of the message itself differs.
 7. The Message:
Creative Challenges
D. MEDIA LIMITATIONS
Limitations imposed by the media may diminish the
role of advertising in the promotional program.

Example:
When entering the Indian market, Domino's had
difficulty advertising on newspapers and television.

Taking advantage of social media channels to run

ads, it is more effective than using traditional methods
such as flyers or TV.
 7. The Message:
Creative Challenges

F. PRODUCTION AND COST LIMITATIONS

Creativity is especially important when a budget is

small or where there are severe production
limitations

The necessity for low-cost reproduction in small

markets poses another problem in many countries
 8. Media Planning and Analysis
In international advertising, an advertiser must consider the availability, cost, coverage, and
appropriateness of the media.

Moreover, recent research has demonstrated that media effectiveness varies across cultures and product
types.

Examples: Domino's India has traditionally relied on traditional marketing. Customers have been attracted to
businesses thanks to pano and banners.
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8. Media Planning and Analysis

 DIRECT MAIL
Direct mail is a viable medium in an increasing
number of countries.
It is especially important when other media are not
available.

Example:
Email Marketing is not a significant form of
marketing used by Domino’s India.
They use email marketing to send order confirmation
messages and sometimes for remarketing.

8. Media Planning and Analysis

8. Media Planning and Analysis
Social media (such as social networking, blogs,
virtual worlds, and video sharing) can be powerful
marketing tools.

SOCIAL MEDIA
Example:
Domino's India has a high number of followers on
social media sites (Instagram, Twitter or
Youtube,...)

Help brands to attract new consumers and

followers on a daily basis via compelling
campaigns and emotive and amusing postings on
social media
8. Media Planning and Analysis

MOBILE PHONE APPLICATIONS

As the numbers of mobile phones continue to

explode around the world, so do the number of
applications available to users.

Now, Domino's uses its mobile applications to

promote its own services, products, and limited-time
offers
 9. Campaign Execution and
Advertising Agencies

Campaign execution is referred to as the process of

coming up with and launching a series of ads to promote
a product, service, or brand.

EX: The case of “Got Milk?” is an example of campaign

execution

Advertising agencies is to help people advertise their

businesses, products, or services properly.

In our case, it is Goodby Silverstein & Partners that

helped to build Got Milk campaign
 9. Campaign Execution and
Advertising Agencies

MNCs and Local Agencies

Strength: The agencies will provide the most

suitable culture adaption.
Weakness: Communication between the agency and
the MNCs maybe challenging
Expertise level is not too high when we compare to
Multinational agencies
9. Campaign Execution and
Advertising Agencies
Multinational Ads Agencies
and Local Companies
The global agency with local branches is the
most delicate compromise since it combines
the sophistication of a large agency with local
representation.

Better equipped to organize a global

advertising campaign.

TOP 10 MULTINATIONAL
ADVERTISING AGENCIES THAT
LEADS THE WORLD MARKET
WPP – London, $16.9 billion.
Omnicom Group – New York, $15 billion.
Publicis Groupe – Paris, $12.3 billion.
Accenture Interactive – Dublin, $10.3 billion.
Interpublic Group of Cos.
Dentsu Inc.
Deloitte Digital – New York, $7.9 billion.

There are many multinational corporations use one,

or possibly two, agencies to represent them globally.
 10. International Control
of Advertising
THE INTERNATIONAL CONTROL OF ADVERTISING

Consumer criticisms:
They are concern with advertising standards and
believability
Decency and the blatant use of sex in advertisements are
receiving public attention

Role of an advertiser to customer:

Ensure a social conscience
Delivery the legal, decent, honest, and truthful in advertising
10. International Control
of Advertising
SELF REGULATION
What:
Maintain high advertising standards
Ensure consumer trust and protection for the benefit
of all of the community.

Benefits:
Help advertiser engage and respond to consumer’s
concern
quickly adapted to respect national differences and
perception of consumers .

How:
Establishing a set of rules and principles to which the
advertiser agrees to be followed.
 10. International Control
of Advertising

SELF REGULATION IN DOMINO’S PIZZA

Set limits on how the message is delivered

Use images that are close to the culture and avoid
variations to cause misunderstandings in the
meaning
Thanks for
your listening!
DOMIDO GROUP - TEAM MEMBERS
Le Tran Khanh Phuong
Le Huynh Linh Tran
Nguyen Thi Thanh Nhan
Nguyen Ngoc Bao Chau
Phan Thao Nhi
Van Thi Thanh Nha
Nguyen Dang The Anh
Chu Phan Thai Khang