Executive Summary

This assignment focusses on the marketing communication plan of Dominos Pizza. It

explains on the marketing communication plans and the strategies that needed to be followed
in order to do a plan of marketing.
It also focuses on the SWOT of the industry. It shows the internal and external capabilities of
Dominos.
Furthermore, this assignment also focusses on the segmented and targeted group of people
who tend to be focused by Dominos Pizza.

Acknowledgement
Foremost, we would like to express our sincere gratitude to my lecturer Ms.Lum for her
continuous support, patience, motivation, enthusiasm, and immense knowledge. Her guidance
helped us all the time in completing this project. Without her support I wouldnt have
completed this project successfully. I would also like to thank all my friends with all the help
and guidance to complete this marketing communication project. Last but not least, we would
like to thank our family and friends.

Part B
Introduction.
Dominos Pizza is a worldwide franchised restaurant. The business was initially started in the
year 1960 by Tom and James Monaghan in Michigan, United States of America. The first
Dominos Pizza in Malaysia was opened in September 1997 by Tom Monaghan. As for now
there is about 124 stores in Malaysia. Dominos Pizza has about 9000 outlets around the
world. The product that is being sold at Dominos Pizza are pizza, pasta, cheese sticks
,desserts, grilled wings, side dishes, soups and drinks. Dominos do have their hotline number
1-300-888-333 for the ease of the customers which is used to order their choices of food
through a phone call. Recently, Domino appointed David Wild as their new CEO. (Hemsley,
2015)

Product Information.
Dominos Pizza has been providing different pizza recipes on their own secret taste such as
cheesy double decker which is with double crunchy thin crust added with cheddar cheese and
hand tossed crust with buttery garlic pervaded oil. Dominos Pizza also differentiates the
products by presenting with flavors of local through halal practiced organization in Malaysia.
Their fast and on time delivery service is also their strength that differentiates their brand
with other market competitors.

Objectives
Mission Statement
The mission of Domino Pizza is sell more pizza, have more fun.
Vision Statement
A company of exceptional people on a mission to be the best pizza delivery company in the
world.
Situation Analysis.
In 2013, Dominos enable its growth by being joined with a good advertising party which at
low cost at the same time it improves the brand awareness. In the year 2009, Dominos
branding tuned well and earned the name as the top pizza delivery company after their
successful re-branding Oh Yes We Did, campaign. Dominos has also strong brand
awareness because it is widely known to all. Moreover, franchised domestic and Dominos
owned stores have financed around 1.4 billion USD in advertising in the United States.
Dominos continued to strengthen their brand awareness in a large-scale through television
advertising, radio and also through promotions which is based from web page. Dominos has
also reinforced their marketing communication with Coca-Cola. The marketing
communication tools that is being used by Dominos Pizza currently is through You Tube,
social media such as Facebook, radio advertisement, set value promotion such as buying in a
combo, gift vouchers, coupons, banners, sponsorships, and also through their official
websites. Television advertisement is very important for an organization because it makes the
consumers to increase their interest if it that attracts them and they will have the feelings to
get the product. (Soloman, 2004)

Consumer Analysis.
The consumer analysis of Dominos Pizza are those within the age group of 18-24. This age
group of people will go for the taste. There are mainly concerned on the taste of the food.
There is another group of people within the age of 25-54. This group stage people who are
very concerned about the health. They need healthy and nutritious food. Dominos Pizza do
caters the both group of people. Students are also Dominos main consumers. Dominos cater
athletes as a sponsorship to get advertised publically.

Competitor Analysis.
The pizza industry is a competitive industry and developed marketplace. Many competitors
such as Pizza Hut, Mc Donalds and also Kentucky Fried Chicken are very competitive. The
competition is getting tougher from restaurants and also from homes. These people are
buying ready made products from the market and do it at home. Restaurants are also using
ready made products to run their business. (Silverstein, 2015 )
The Internal Capabilities.
The internal capabilities of Domino Pizzas are their R&D department. They tend to do
research on the markets on the motive to improve their business growth. Their human
resources department is also their internal capabilities whereby they bring in qualified and
skillful employees to provide a good service to its customers.

SWOT Analysis
SWOT analysis focuses into the strength, weaknesses, opportunities and also threats of an
organizations. The internal environment is based on the strength and weaknesses whereas the
opportunities and threats refers to the organizations external environment.
Strength
Dominos Pizza main strength is their rapid delivery service which only takes about 30
minutes. If the delivery is later than the time given, customers will be getting a free redeem
vouchers as a compensation for their next orders. Dominos has also introduced a GPS
Tracker system where the customers can make their online orders and the customers would
be able to check out the status of their order from their homes. Moreover, their strong brand
name is also their main strength. It operates in more than 70 countries around the world.
Dominos exposure is wide as a fast food restaurant.
Weaknesses
The weaknesses for Dominos arises from the poor turnover due to lack of training. This is a
big issue for Dominos Pizza because there are many unqualified employees and also the
employees who tend to leave the job that causes an unreliable service for the customers. The
nutrition content of Dominos are also a weakness for Dominos. It is so because the content of
fat and calorie is high which is not good for people who are health conscious.
Opportunities.
The opportunities of Dominos are their business in highly populated countries such as India
and China. The business will get better if they have good exposure in highly populated
countries because there will be more demand for Dominos Pizza. Domino can also focus on
providing healthier nutrient food to capture the interest of those who are health conscious.
Nowadays, people are looking for healthy foods because of health problems. Dominos Pizza
should focus more in providing healthy food in order to capture the marketplace. Most of the
fast food restaurant doesnt focus in providing healthy foods so these can be an opportunity
for Dominos to be healthy fast food restaurant. (Salem, 2014)

Threats
The main threats for Dominos are its competitors. The growth of Domino competitors has
been increased. Its fast food competitors are such as Pizza Hut, Kentucky Fried Chicken
(KFC) and also Mc Donald. Changing customer habits in consuming healthier food is also a
threat for Dominos Pizza. Nowadays, people will go for healthy foods in order to be healthy.
If Dominos doesnt provide healthy food customers they will lose their customers.
Objectives
The objectives that Dominos Pizza has to implement to improve their marketing
communication plans for promotion in the period of February 2016 to January 2017.
1. Increase the product awareness by 60% in the duration of Feb 2016 to May 2016.
2. Increase the amount of sales 30% in the duration of June 2016 to Sep 2016.
3. Continue to remain the customers in the duration within Oct 2016 to Jan 2017.
Marketing communications plays an important role in achieving the objectives. Dominos
main competitor is Pizza Hut. Pizza hut is also doing good business in fast food industry.
Dominos has to increase their brand awareness by using more communication tools. In
addition, there is 4 months gap for each objectives to be achieved. Since Domino are less
aware on branding compare to Pizza Hut they should more focus on the brand awareness.
Domino has to increase their brand awareness in the gap of February 2016 to May 2016.
The second objectives is an important one. Increasing the amount of sales by conveying the
content of ingredients of healthy Dominos Pizza by providing health tips information on the
advertisement. The third objective is to remain the customers of Dominos by doing sales
hours such as giving discount for early birds and to give questionnaire for the targeted
customers to evaluate the standard of Domino Pizza. (Joseph, 2015)
Creative Strategies and Tactics to be implemented.
This strategies and tactics are needed to successfully implement the plans and to reach the
objectives to produce a marketing communication plan.

Creating awareness of the product.

This objectives can be reached by online advertisement and sales promotion. I will choose
online advertisement by using social media as a tool of communication. Social media is
comparatively cheaper than other sources of advertising. Social media can reach people faster
than other communication tools. In social media, Dominos should concern more on the
health conscious person. It so because there are so many people who likes Dominos Pizza
but worried of the unhealthy ingredients that contains in Dominos Pizza. This can be done by
inviting Gordon Ramsay. Gordon Ramsay is a very well-known chef in the culinary industry.
He is being admired by many cook and those who love cooking. In addition to that, as to
create product awareness Dominos Pizza should invite Gordon Ramsay to talk about
Domino Pizzas taste and the healthy ingredients that contains in Dominos Pizza in social
media such as in you tube. Gordon Ramsay has win many cooking competition and currently
he is the best in cooking. He will best suit to talk about Dominos Pizza. Gordon Ramsays
ideas, perception and interest in food is an extra advantage for Dominos Pizza. His
appearance in you tube could make many to be aware of the Dominos product. Furthermore,
the video and message will reach all other social media such as Facebook, twitter and many
other social media throughout the world. This should be done in the gap within Feb 2016 to
May 2016.

Increase the amount of sales.

Sales promotion is another communication tools that can be used in Dominos Pizza to reach
the objectives of increasing the sales. Sales promotion can be done by giving a certain price
reduction to the targeted customers for those who have been following Dominos Facebook
page on its update in Facebook. These Facebook followers will remain to get recent updates
and share their thoughts with people and many people will get to know the updates and the
discount rates on time. In addition sales promotion can also done by giving free gifts or
souvenirs to the customer on the Dominos outlet. This will make the customers to come to
Dominos. According to it, gifts can be given such as with Dominos logo such as cap, mugs
or can be also a t- shirt. Besides that, giving away personal size pizza for the first 20 people
on a specific day can also be a sales promotion method that can reach the customers on the
taste and services of Dominos Pizza. This can help to reach in increasing the sales by 30% in
the duration of June 2016 to Sep 2016.

Remaining the customers.

This objective can be done through promotion. Dominos Pizza can persist their customers by
having sales hours such as providing discounts for early birds. These can be done by having a
specific time maybe twice a month to give discount 20 earliest customers a certain period of
time. In addition to that, by doing this customers will tend to come to Dominos Pizza and
become a regular customers. These customers will inform others about Dominos Pizza and
more customers will come to Dominos Pizza .Furthermore, by doing sales hours Dominos
Pizza will have the business reputation and the sales of the Dominos turned well. Besides
that, Dominoes can also give questionnaire to their customers. This questionnaire can help
both customers and Dominos. In addition to that, customers can give their suggestion and
comments to improve the organization. Dominos Pizza can also improve their weaknesses
according to its customers. This will lead to good reputation of the customers to Dominos.

Current Product Strategy.

The product of Dominos Pizza is very much important in term of food quality and the taste
of the food to the customer. Customers expect the product to be healthy and also tasty. Most
of the customers will be very health conscious, so in order to entertain their expectation,
Dominoes should more focus on the content of the ingredients. Taste is something which
Dominoes should consider on. Dominoes should have a standardized recipe to focus in
having all group of ages. It is so because there are people in the age group of 18 to 24 who
need taste of the food. Besides that, there are group ages within 25 to 50 who gives
importance on health issues. Furthermore, the updates of the new recipes that covers all group
ages needs to update in social media.

Current Pricing Strategy.

Pricing strategy is also one of the major strategy that needs to be considered. The pricing
strategy of Dominos Pizza are depending on their cost of advertisement and current
economic strategy. Price can differ time to time. The advertisement costing is the most

expensive expenditure. Dominos Pizza caters with good pricing which are affordable to all
group of people.
Segmentation, Positioning and Target Marketing.
The segmentation groups of Domino Pizza are opened to all. It doesnt focused in one. People
who are tend to buy fast food due to limited time of meal are one of the targeted group of
Dominoes. Children are also the targeted group of people. There are age group for targeted
group of Dominos Pizza such as group within the age of 18 to 24, there are also group age
within 25 to 50 who are the consumer of pizza. Dominos Pizza are the youngsters choices.
Dominoes need to focus in providing people with healthy and tasty.
Budgeting

Marketing Communications Tools

Objective 1: Creating awareness of the product.( Advertising and

Budget
USD 20,000.00

Inviting Celebrity Chef Gordon Ramsay)

Objective 2: Increase the amount of sales.( Sales Promotion)

USD10,000.00

Objective 3: Preparing Sales Hours( To Remain Customers)

USD5,000.00

Total Budget

USD 35,000.00

The total budget USD 35,000.00 will be the expenditure of marketing communication plan.
The costing to create the brand awareness is around USD 20,000.00.This includes the
payment for the celebrities.
Besides that, the amount of sales will be costing around USD 10,000.00. This includes in
giving out souvenirs and gifts to the customers.
The costing for sales hours will be around USD 5,000.00. This includes the pricing to remain
the customer by sales hours and early bird discount and free regular pizza.

Action and Control.

This show the controller of the marketing plan of Dominos. It shows the sales percentage of
Dominos Pizza.

Sales (%)
Percentage
100
80

Objectives

60
40
20
0
1st period

2nd period

3rd period

The sales percentage has been increased from the first period to its second period. The
objectives of Dominos Pizza such as creating awareness of the product, increasing sales and
the costing of products to achieve the customers satisfaction.

Conclusion
As a conclusion, marketing communication plan has many steps to be followed in order to
achieve a strong marketing plan for an organization. Dominos Pizza needs a good
advertising plan and they should mainly focus on providing healthy meals to its targeted
group of people. Besides that, Dominos Pizza has to follow the correct strategies such as
pricing, product, positioning and also good market segmentation in order to achieve the goals
in having a good marketing plan. Moreover, budgeting is also an important task that should
be considered. A correct financial management should be implemented in order to be
stabilizes in the market. Action and planning is also important for an organization to achieve
its goal in creating a strong marketing communication plan.

References
Hemsley, S., 2015. Domino's Pizza Group plc.Delivered by global3digital. [Online]
Available at: http://investors.dominos.co.uk/media/news/appointment-chiefexecutive-officer
[Accessed Monday May 2015].
Joseph, C., 2015. Copyright 2015 Hearst Newspapers, LLC. [Online]
Available at: http://smallbusiness.chron.com/types-sales-promotions-3318.html
[Accessed Friday May 2015].
Salem, I., 2014. Domino Pizza. [Online]
Available at: http://pizza.dominos.be/en/corporate/about-dominos
[Accessed Wednesday May 2015].
Silverstein, S., 2015 . REV Asia. [Online]
Available at: http://www.businessinsider.my/dominos-pizza-hut-best-valuemoney-cost-per-ounce-analysis-2015-3/#WqqS5ZOkCORBxrT8.97
[Accessed Tuesday May 2015 ].
Soloman, 2004. IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVIOR, Lahore:
Academic Research International.

Appendix
1. Domino Pizza Logo.

2.

Dominos Voucher

3. Dominos one of the outlet.

4. Dominos Sales Day