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Pizza Turnaround
Campaign
Ben Carter, Tabatha Davis,
Mike Downss, Kaylee Hauesler, Carrie Hoeh
Domino’s
The Organization
1965
DomiNik’s Renamed
Domino’s Pizza
1998
Heatwave Tech.
Introduced
2004
Dominos Pizza =
DPZ on NYSE
2008
Pizza Tracker
Introduced
2009
New &
Inspired Pizza
The Issue
2009 Brand Keys Report Findings
Domino’s 1st in delivery and value (on time and cheap).
Last in Customer Taste Preference.
Comments included: “bland” and “tastes like cardboard”
Later that same year a disturbing prank carried out by Domino’s
employees Kristy Hammonds and Michael Setzer is uploaded.
on YouTube
(Vaughan, 2009, para. 3).
(Gregory, 2009, para 3).
Issue Importance
• Domino’s portrayed negatively.
● Other pizza options.
● Investor confidence threatened.
Background
“How did Domino’s
convince people to
try its new, better-
tasting pizza in
record numbers? By
admitting its old
pizza sucked”
Pizza
Turnaround
(Crispin Porter + Bogusky
Advertising, “Dominos
Turnaround,”n.d.).
Public Perception(:53-1:30)
Target Publics
• Active publics who provided negative feedback to Domino’s.
• Publics aware of the negative publicity.
• Latent, pizza loving publics, who are unaware or have never tried
Domino’s.
Reputation ManagementGoal: Improve the company’s image with its
customers and potential customers.
• Objective (Awareness):
○ To have an effect on the awareness of latent publics,
specifically to increase their knowledge of the new pizza
recipe by 23% by the end of the fourth quarter of 2010.
● Objective (Acceptance):
○ To have an effect on the acceptance of latent publics,
specifically to increase their acceptance of an improved
Domino’s.
Strategies & Tactics• Strategy:
○ Publicity.
○ Spokespeople.
● Tactics:
○ Advertising Media: Primetime TV placements.
■ NFL Playoffs, Series Premiers, American Idol.
■ Drove Traffic to pizzaturnaround.com webpage (Pizza
turnaround, 2011, pg. 465).
○ News Media.
■ Generate media impressions on CNN, Colbert Report, Oprah, etc.
○ Company Faces.
■ CEO- Patrick Doyle, Head Pizza Chef- Brandon Solano.
Task Management
Goal: Increase public support for Domino’s
Pizza.
• Objective (Action):
o To increase pizza sales among active and aware
publics by 22% by the end of the the 4th quarter
2010.
Strategies & Tactics
• Strategy:
o Adjust the organization’s performance to include changes in
the pizza recipe.
o Dominos embraced a new culture within the company.
• Tactics:
o Organizational Media (Internal Publics).
Changes within the company.
o Advertising Media.
Emphasising improved recipe.
Relationship Management
Goal: To increase reporting communications.
• Objective (Awareness):
To have an effect on the awareness of latent publics,
specifically to increase their knowledge of the new pizza
recipe by 23% by the end of the fourth quarter of 2010.
• Objective (Acceptance):
To generate a positive perception of Domino’s improved
pizzas with the aware publics by 35 percent by the end of
2010.
Strategies & Tactics
• Strategy:
o Use social media to generate audience engagement between
the company and its publics.
• Tactics:
o Promote audience participation via Facebook and Twitter.
o Nurture relationships with former focus group participants.
Videos like this shared on social media.(1:22-1:47)
o Live Twitter feed to pizzaturnaround.com
Transparency
Evaluation
• Same store sales rose 14.3% over the previous year
• DMZ stock rose 44% in the first month.
o 75% increase between Q1 2009 to Q1 2010.
• Earned over 2 billion free media impressions as of 2011
• Spent $1,000,000 less on advertising than the year prior.
• Q2 2010- Brand tracking study:
o “10% lift in taste perception”
o “45% increase in top of mind awareness,”
o (Pizza turnaround, 2011, pg. 465).
• 2011: CEO Patrick Doyle named CEO of the Year by CNBC.
References
About Domino’s Pizza (2013). History. Retrieved from
http://dominosbiz.com/Biz-Public-EN/Site+Content/Secondary/About+Dominos/History/
Alfs, L. (2013, November, 1). Company of the year award: Domino's Pizza. In Mlive. Retrieved April 14, 2014,
http://www.mlive.com/business/ann-arbor/index.ssf/2013/11/dominos_pizza_wins_company_of.html
Campos, A. (2013). The Motely Fool. Why Domino's Spent Millions to Fix Its Pizza. Retrieved April 15, 2014, from
http://www.fool.com/investing/general/2013/11/20/why-dominos-spent-millions-to-fix-its-pizza.aspx
Gasparro, A. (2013). Wall Street Journal . Domino's 4th Quarter Profit Up 22% On Higher Pizza Sales. Retrieved
April 15, 2014, from http://online.wsj.com/article/BT-CO-20130228-707859.html
Gianatasio, D. (2010, ). AD Week. Domino's floors focus group with big reveal . Retrieved April 15, 2014, from
http://www.adweek.com/adfreak/dominos-floors-focus-group-big-reveal-12030
Gregory, S. (2009, April 18). Domino's YouTube Crisis: 5 Ways to Fight Back. Time. Retrieved , from
http://content.time.com/time/nation/article/0,8599,1892389,00.html
Murphy, C. (2010). CBS Money Watch. Domino's New Recipe -- Only 50 Years Overdue. Retrieved April 15, 2014, from
http://www.cbsnews.com/news/dominos-new-recipe-only-50-years-overdue/
References
Oches, S. (2010). QSR Magazine. The Many Acts of Domino's Pizza. Retrieved April 15, 2014, from
http://www.qsrmagazine.com/menu-innovations/many-acts-domino-s-pizza
Oh Yes We Did. (2009, December 21). Retrieved from
http://pizzaturnaround.com/2010/02/our-new-hand-tossed-pepperoni-pizza-sausage-pizza-and-extra-cheese-pizza-beat-the-
taste-of-papa-john%E2%80%99s-in-a-national-taste-test/index.html
Pizza Turnaround: Speed Kills. Good Taste Counts. (2011). Journal of Advertising Research, 51(3), 461-474. Retrieved from
http://eds.a.ebscohost.com.ezproxy.lib.usf.edu/eds/pdfviewer/pdfviewer?sid=645ec122-f9b2-4e64-b978-
0cc43ea978d0@sessonmgr4001&vid=3&hid=4208
The Pizza Marketplace.(2009). Domino's launches 'Oh Yes We Did' viral campaign. Retrieved April 15, 2014, from
http://www.pizzamarketplace.com/article/96623/Domino-s-launches-Oh-Yes-We-Did-viral-campaign
Vaughan, P. (2009, December 28). How dominos is using customer feedback and social media outreach to reinvent its brand.
Retrieved from http://blog.hubspot.com/blog/tabid/6307/bid/5426/How-Dominos-is-Using-Customer-Feedback-and-
Social-Media-Outreach-to-Reinvent-Its-Brand.aspx