This website uses cookies to ensure you have the best experience. Learn more

Dominos Advertising Brief Essay

3097 words - 13 pages

Dominos

Advertising Brief

[pic]

Group: 8

Student Numbers:

Submission Date: 11th November 2010

Module Code: 56192Word Count: 2190

Current Market

The need for a new advertising campaign is shown through analysing the following aspects of the market environment:

• ‘The takeaway and convenience food sector is predicted to grow by 70% over the next 10 years’ and the home delivery market is ‘estimated to have reached £1,474 million in the UK’ (Dominos Website 2010).

• ‘Increased trust in online purchasing, the introduction of new e-commerce platforms, increasing consumer time pressures and the popularity of at-home leisure activities are expected to ...view middle of the document...

24 million.

Objectives

Through our new campaign we want to maintain the large market share and sale, while trying to counteract the possible effects of the spending review- through building loyalty. The objectives are:

• Within 2 months 50% of the target audience will be aware of the ‘Eating Out, While Staying In’ campaign and its incentives.

• Within 6 months at least 65% of the target audience will have repeat purchased from Dominos, gaining their free film incentive.

• Within 6 months there should be a 25% increase in the target audience joining the ‘Domino’s Pizza UK & Ireland’ Facebook (currently 80,850 as of 06/11/10- Facebook 2010) and Twitter pages.
• Within 12 months there should be a 1% increase in Domino’s market share of the pizza takeaway and home delivery market, whilst showing a sales figure increase of 13% on last year’s sales.

They are all for the UK market only.

Target Audience

This campaign will focus on what Mintel (2010) cites as being ‘Tech-savvy Pizza Enthusiasts’. This target audience has been chosen as they are already familiar and have previously consumed Domino’s pizzas (Mintel 2010).

The demographics of this audience are:

• Age- 15-24 years old

• Gender-both

• Social class-ABC 1 category

• Marital status- single

• Family life cycle- likely to be pre/no family

(All information found from Mintel 2010)

The psychographics of this audience are:

• Personality attributes- friendly, enjoy socialising with friends.

• Lifestyle- like innovations and are very familiar with technology- Mintel (2010). They may have more spare time due to the fact they are likely to still be at school, college or university.

• Motives- Mintel (2010) finds that convenience motivates this group, rather than basing food decisions on other assessments such as taste. E.g. simple menus and takeaways- so fitting in around what they enjoy doing is key.

They are most likely to be categorised as experiencers by VALS 8 segments with fairly high resources (disposable income, energy, health…). This means that they ‘are motivated by self expression’ (Shimp 2010) and are young impulsive buyers, who like new, innovative trends.

The behavioural characteristics of this audience are:

• Price sensitivity- ‘fond of promotions’ (Mintel 2010)

• Brand loyalty- likely to be more brand loyal if incentivised e.g. ‘such as offering free music or game downloads as part of a loyalty scheme’ (Mintel 2010)

• End Use- most likely to have ordered pizza via phones, internet or the TV according to Mintel (2010).

Our chosen target audience are less likely to view media through traditional platforms e.g. radio or television due to the fact that they enjoy new technologies (internet or smart phones). Mintel 2010 finds that ‘While they may be easier to reach across a range of media platforms, traditional media is finding the...

Other Essays Like Dominos Advertising Brief

The French And Indian War: The "Real" First World War

1955 words - 8 pages The Seven Years War, or more commonly referred to as “The French and Indian War”, has been called the true First World War. In this book The French and Indian War: Deciding the Fate of North America, the author and historian Walter R. Borneman paints a detailed and elaborate picture that justifies the claim of it being the first true war of global proportions. If ever there truly was a climax to the never ending feud of the European powers

Is The Use Of Animals In Medical Research A Necessary Measure?

1513 words - 7 pages Throughout history, animals have been used in experiments to test product safety and obtain medical knowledge that benefits both humans and animals alike. Every year there are numerous medical breakthroughs, such as medications and surgical instruments, which are tested on animals to insure their safety before they are deemed acceptable for human use. Even though the results of the experiments saved millions of human lives, they are also

Education And The Evolving Job Market

2363 words - 10 pages The lives of students today are changing. They are preparing for lives and jobs that have never before existed. If teachers hope to have a significant and worthwhile impact on these quickly changing lives, they must change the way they think, prepare, and instruct our future generations. Children cannot afford to have teachers who remain stagnant in their methods and ideals. Students crave instructors that are willing to allow them to tap

Young And Relentless

1737 words - 7 pages teenager’s sexual behavior. Many of these teens try to avoid the awkward sex talks arranged by parents which make sexual activity more likely to occur. As a result, this topic has had a major influence among today’s group of teenagers. Talking with teens and educating them about sex, can influence and thus change their perception towards the advertising campaigns and media relating to this expanding issue. In mass media, the advertisements that depict

The Natural Law Theory

1231 words - 5 pages Obeying by the natural law theory is the only true and moral way to live life; especially a life lived in God’s image. God’s presence is a guiding factor to obtaining a moral and virtuous life, which can only be obtained by following the natural law theory. God created a set of laws as a supreme guide for humans to live life, like any law these laws were created to ensure wellbeing for everyone. The laws he created are the civil law, the natural

Resolved: Presidential Signing Statements Threaten To Undermine The Rule Of Law And The Separation Of Powers

1811 words - 8 pages The subject of signing statements has created much debate among the houses of Congress, government officials, and the public alike. These signing statements fall under the categories of constitutional and legislative history signing statements. Constitutional signing statements are those in which the president deems certain provisions of the legislation as unconstitutional, therefore they should not be enforced (Bradley & Posner, 2006

Oppressive Systems Of Government In Egypt And Animal Farm

1529 words - 7 pages As in Egypt, Orwell demonstrates through his allegorical novel “Animal Farm” that leaders are able to establish and maintain power over a people, and in turn create an oppressive and corrupt government system. Orwell shows the significant difference in the education and levels of knowledge in the animals, and how the government takes advantage of this difference. The split between the levels of intelligence is portrayed in the first chapter when

The Pathway To Psychosis

1415 words - 6 pages “How all occasions do inform against me” is a line from act IIII, scene IIII of William Shakespeare’s Hamlet. This line, spoken by Hamlet, expresses his emotional state as he is currently overwhelmed by the death of his father, the king of Denmark, and the situation surrounding it. After Hamlet learns of his father’s death he finds out that his mother has married Claudius, Hamlet’s uncle. On top of all of that, Hamlet soon after

Rated “M” For “More Censorship Not Needed”

1241 words - 5 pages Since the moment video games became a commercial success there have been people who have pushed for unfair amounts of censorship to be placed upon the content of the games and its availability to children. These groups push for increased regulations on content but there is already an appointed group to handle this issue, the ESRB. Even though there has been an increase in mature content in the video game industry, increased censorship is not

Four Components Of A Legally Astute Social Media Marketing Manager

1914 words - 8 pages to that they can give you legal advice on how to handle a given situation at a specific time. They can also provide information throughout the duration of the project. They can use Facebook to interact about new promotions that a company has going on to see what the buzz will be, for a new product that is being developed, this could help the company find the target audience for the product. So it does not waste time paying for advertising, during

Obama's Values

1217 words - 5 pages As individuals, we don’t tend to take action unless it’s for self-interest; however, in Dreams from My Father, Obama spends three years, after college, as a community organizer in Chicago. Obama goes through tribulations, disappointments, and even complete failures organizing meaningful events, decisive meetings, and humble gatherings but he keeps working toward achieving any possible change in the community. Even though results give him every

Related Papers

The Separation Of Capital Ownership And Control

1577 words - 7 pages The argument of whether the separation of capital ownership and control is an efficient form of organization has constantly been a controversial issue. The criticism whether the controllers’ act is in the best interest of the owners’ wills never end as long as hired managers operate management. As the number of public companies has been increasing over the course of this century, meanwhile the American style of contact based corporation has

The Versatility And Flexibility Of Oled's

1014 words - 5 pages In April 1, 2002, organic light emitting diodes gain rise in the scientific community with their published, more practical form at Ames Laboratory. “Scientists at the U.S. Department of Energy's Ames Laboratory, in collaboration with scientists at the University of Michigan, Ann Arbor, have developed and demonstrated a novel, fluorescence-based chemical sensor that is more compact, versatile and less expensive than existing technology of its

Comparing The Moral Virtues Of Antony And Julian The Apostate

1103 words - 5 pages Roman emperor Julian the Apostate and Christian leader Antony both exhibited many qualities of character during their existence. Both of them led very distinctive lives although shared several ethical values. Book 25 of “The Later Roman Empire” and the book “Early Christian Lives” show concrete evidence of this. In the following essay, I will argue how both leaders’ lives were devoted to their religious beliefs and their mutual cardinal virtues

Living In A Cashless Society Essay

1637 words - 7 pages Money in a traditional sense no longer exists. Money is becoming much of a concept than a physical material, and most ordinary bitter have not see the reality of the switch. People today are using credit and debit cards on a regular basis and in everyday situations such as meal purchased at fast food, highway tolls, clothing, groceries, gas stations, etc. all of these means of systems could be regarded as a cashless society or world. The question