DOMINOS PIZZA COMMUNICATION PLAN ANALYSIS Press Philippe Corbisier

« DOMINO’S PIZZA » COMMUNICATION PLAN ANALYSIS Press Philippe Corbisier journalist at UPI (United Press International)

DOMINO’S STORY 2 1960 Creation 1965 « Domino’s pizza » name 1983 Conquers the world 1989 5, 000 th store 1995 Establishes in Belgium 1996 Launches its Web site 2000 World’s largest pizza home delivery company 2006 Mastor franchisor

CURRENT SITUATION OF DOMINO’S PIZZA 3 Who is Domino’s pizza? � An international company � Market leader (n° 1 in the world) � Uses the franchise system � Headquarters in Michigan, USA � Pizza restaurant offering three options: Delivery Take away Eat in

DOMINO’S PIZZA WORLD MAP 4 Where Domino’s Pizza operates « Domino’s Pizza Delivers 8, 000 th Store » , QSR Magazine, January 27, 2006.

DOMINO’S SPIRIT 5 Logo from

DOMINO’S SPIRIT 6 It’s a state of mind Pays attention to our tastes Tries to give a good quality service It’s all about being a good neighbour Pretends to know pretty well their customers Close relationship It’s all about quality The use of the right ingredients They adapt themselves to suit our tastes Rigorous quality charter Fresh products Staff trained by Domino’s

DOMINO’S SPIRIT 7 It’s about respect � A chain reaction of respect: Respect for what the customer wants Respect for recipes, cooking times, delivery times Respect for their employees � A corporate philosophy Smile and good humour It’s about social mobility � Career opportunities

BRAND IMAGE ISSUE 8 Origin � Scandal � Rapid spread Power of the social media Tiny incidents marketing crisis Causes Kristy Lynn Hammonds - Michael Anthony Setzer � Mismanagement of the crisis � High turnover � Delayed reaction � Inadequate resolution � Gap in communication

COMPANY SITUATION ANALYSIS 9 Crisis impacts � Domino’s reputation damaged � Decrease in sales � Loss of confidence � Epidemic brand image issue International level � Weakened relationship with franchisees � Management strongly criticized

BRAND IMAGE CORRECTION 10 Issue management � Media/press relations Domino’s President respond on Youtube Sets up a Twitter account � Intern communication � New charter

BRAND IMAGE CORRECTION 11 New communication campaign � New marketing approach “marketing 101” Surveys and qualitative studies Consumer opinions, feedbacks (TV/Web spots) Social media uses (Facebook, twitter, …) Strong message � New recipe

CAMPAIGN OBJECTIVES 12 Three main objectives: 1) Create awareness and strengthen relationships with customers New recipe Feedbacks 2) Change attitude and behaviour New customers interest for the new pizzas Winning back old customers 3) Reach the target group 18 - 35 years

DOMINO’S STRATEGIES 13 Banner on Youtube’s home page � Includes an embedded 15 second TV spot Launches Pizzaturnaround Microsite � Includes live feeds, press coverage, videos #newpizza Twitter feed Documentary video Website reordering � Pizza tracker feature A rebranding � New logo

PIZZA TURNAROUND 14 From

Rebranding (in USA) 15 From www. creads. org

RESULTS 16 Domino’s sales shot up 14% US stock prices jump over 50% Increase of customer satisfaction A frank image improvement

CONCLUSION 17 Real success in terms of marketing communication New different approach � « Marketing 101 » � « Take the bad to make it better. » Domino’s CEO, Patrick Doyle Perfect takeover Example of PR communication

Thank you for your attention! 18 For any others questions, just ask me…