INTEGRATED MARKETING

COMMUNICATIONS
•Integrated marketing
communications (IMC) is an
approach to creating a unified
and seamless brand experience
for consumers across channels.
 IMC at Dominos
Step 1: Have a clear understanding of who your target audience
is
Step 2: Pick your channels

Step 3: Have a consistent look

Step 4: Create clear, consistent content that can easily be adapted

or repurposed to suit different media or channels

Step 5: Ensure that your messaging is integrated

Step 6: Make sure your marketing teams/agencies are working in

sync

Step 7: Don’t forget to track your campaigns – and coupons

 What is Brand extension?
• A brand extension is when a company uses one of its
established brand names on a new product or new
product category.
• It's sometimes known as brand stretching.
• The strategy behind a brand extension is to use the
company's already established brand equity to help it
launch its newest product.
• The company relies on the brand loyalty of its current
customers
 Brand Extension at Dominos
• Pizza brand Domino's and Crispin Porter +
Bogusky (CP + B) have agreed to extend their
relationship till 2020.
• As part of the agreement CP+B will still handle all of
Domino's creative duties, brand strategy, media
planning and digital initiatives.
• CP+B designed this special packaging for Domino's
Loyalty Stock Box. The packaging features gold
elements that provide a sense of luxury and
exclusivity.
CP+B & Dominos
Products at Dominos
 KEY takeaways from Brand
Extension
• Brand extension is the introduction of a new
product that relies on the name and reputation of
an established product.
• Brand extension works when the original and new
products share a common quality or characteristic
that the consumer can immediately identify.
• Brand extension fails when the new product is
unrelated to the original, is seen as a mismatch, or
even creates a negative association.