Summary of Domino’s

Discuss about the Internet Marketing for American Pizza Restaurant Company.

Domino’s is an American pizza restaurant company founded in 1960 and it’s headquarter is situated in Michigan. Today, Domino’s is established in various parts of the world such as Australia, New Zealand, Asia, France, Netherland, Belgium, etc. In 1983, DPE opened its first store in Springwood, Queensland in Australian market and in 2005, Domino’s listed on Australian Stock Exchange and it became the first publicly listed Australian Pizza Company. Currently, more than 600 stores are situated in Australia and yet, company is planning to expand the number of stores. Domino’s has established various stores right across the main cities of country such as Melbourne, Adelaide, and Sydney to rural areas such as Armidale (Domino’s Pizza Enterprise Ltd, 2015).

Organisational current product offerings include different type of vegetarian and non-vegetarian pizzas along with varieties of traditional pizzas such as Eight Meats, Veggie Deluxe, and various types of garlic bread. Apart from this, organization also provides customisation option to its consumers in order to match up with their requirements, demands and wants. Domino’s was the officially first pizza company that established at such as large scale with huge product offering and this has lead the company to develop its effective position in the target market along with establishing an effective brand image in the target market (Domino’s Pizza Enterprise Ltd, 2015).

With its huge product offerings, organization has developed an effective brand loyalty and high brand value in the Australian market by serving various products along with quality. Domino’s is mainly known for delivering qualitative pizza as per customer’s needs and wants so as to enhance customer satisfaction. Domino’s target audience is majorly people aged 16-45. In relevance with this, organization mainly uses social media platforms for approaching their target audience along with gaining positive outcomes. Social media networks mainly include Facebook, Twitter, YouTube, Instagram, WhatsApp, etc. These sources are mainly used for targeting the selected customer segments so that the revenues, sales and profitability could be enhanced. With the help of social media, Domino’s has reached to urban as well as rural areas along with offering as per their requirements. Domino’s Pizza Enterprises Limited is leading Australian market (Domino’s Pizza Enterprise Ltd, 2015).

With the help of this model, social media platforms could easily be implemented in order to attain goals and objectives. Following is the summary of four step model for social media marketing:

Four step model

Can it support what you need: This step is used when main models of social media network like Facebook, Instagram, Twitter, etc. are being used by the organization. Although, usage of all platforms at one time would be bit difficult task for the organization and it leads to various issues and challenges. Thus, it is required for the organization to determine its needs along with analysing its target market’s needs and wants in relevance with adaptation of the social media policies for enhancing the demand for organizational products (Leonardi, Huysman & Steinfield, 2013).    

Social media network is an essential element for enhancing organizational performance along with the attainment of the organizational goals and objectives. With the help of social media network, organization could easily approach to its target audience. Apart from this, it has been evaluated that Domino’s marketing strategies mainly includes social media in relevance with the attainment of their desired goals along with fulfilling customer’s requirements so that the customer satisfaction could be enhanced (Smith & Zook, 2011).

Package Plans: In order to apply the social media network in marketing and promotional techniques, it is necessary for the organization to take appropriate knowledge so that desired outcomes could be attained. In relevance with this, Domino’s have appropriate knowledge with regards to the social media network as they are promoting their products since a very long time. Those companies who do not have appropriate knowledge about the social media networks, they should first gain appropriate and relevant information so that the desired goals and objectives could be attained. Otherwise, they should have adopted traditional sources of marketing and promotion. Apart from this, Domino’s always analyse its requirements, marketing and business environmental conditions along with the analysis of its target market’s needs so that appropriate strategies could be adopted in relevance with meeting those goals and objectives (Stelzner, 2014).

Analysis of tools: Before implementation of social media network, it is required for the organization to choose an appropriate platform wisely through which organizational tasks could be performed in an effective manner. Selection of an appropriate platform includes an effective platform along with the analysis of package price (Bronner & de Hoog, 2014). Price comparison is necessary because unnecessary costs would lead to increase cost of production and ultimately, it leads to enhance organizational performance with the objective of fulfilment of target customer’s requirements. Domino’s social media marketing techniques mainly prefer Facebook, Twitter and YouTube. These are known as major sources of social media marketing and with the help of this platform, organization could easily uplift its performance along with the attainment of organizational goals and objectives (Tiago & Veríssimo, 2014). 

Analysis of social media platforms

Tracking and management of tools: The last step through which social media network could be target audience could be approached along with the attainment of goals and objectives. It is necessary for the organization to review their performance and the operations of social media network in order to analyse their effectiveness. Great social media systems have built-in performance tracking devices through which organization could easily determine the efficiency and effective of their selected platforms (White, 2016). 

In the social media marketing plan of Domino’s Australia, majorly big platforms of the social media will be used such as Facebook, Twitter, Instagram, etc. With the help of these strategies, organization would be able to approach to its target market in an appropriate manner (Wright, 2005). Following is the description of social media networks which will be used in marketing campaign:

Facebook: It is the most convincing tool and it is one of the first tools amongst the all social media networks. Facebook was started with 1 million users in 2004 and today, it has more than 2.2 billion users worldwide. This shows the growth and rise of social media networks. Since 2006, users for every platform in social media network started increasing and slowly and gradually, companies started adopting these methods into their campaigns so that the appropriate goals such as targeting large customer segment and enhancing the demand for their products would be attained (Armstrong, Kotler, Harker & Brennan, 2015).   

Instagram: It is a photo and video sharing social networking site and it is owned by Facebook Inc. This platform was launched in 2010 exclusively for iOS platform and later on in 2012; it was also launched for Android users. From then, users of this platform have also been increased, thus, Domino’s would easily be able to enhance its performance with the objective of attaining desired goals and objectives (Gerbaudo, 2018).

YouTube: It is an American video sharing social networking site. It was created in 2005 and it has a great influence over its users. This video sharing application and website is used for listening songs, watching videos, movie trailers as well as for latest information with video clips. Companies have used this platform for promoting their products and services reviewing the number of users of YouTube along with reviewing its effectiveness (Xiang, Du, Ma & Fan, 2017). 

It has been recommended to the organization to adopt appropriate social media networking sites as per its requirements and on the basis of external business environmental conditions. IT has been recommended to the Domino’s to adopt all the big channels of marketing and promotion so that the performance of the organization could be enhanced along with the objective of defending its leading position in the target market. but prior to the application of these big channels, cost incurred on the marketing along with the objectives which could be attained needs to be analysed. Until and unless, results are higher than the cost incurred, all channels will not be adopted and then only selected media channels such as Facebook will be used along with some traditional methods of marketing. With the help of these platforms, organization would be able to determine the available opportunities in the business environment through which the large area of the market segment could be covered along with the objective of attainment of desired goals and objectives (Moreno-Munoz, Bellido-Outeirino, Siano & Gomez-Nieto, 2016).

Conclusion

From the aforesaid information, it can be concluded that social media networking has taken a big part in everyone’s life and with regards to this, it is necessary for the organization to adopt appropriate channels of marketing and promotion so that the desired goals could be adopted, it is the most effective medium of marketing and promotion in contemporary business environment and it is one of those techniques which provide high returns in less investments.

References  

Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson Education.

Bronner, F., & de Hoog, R. (2014). Social media and consumer choice. International Journal of Market Research, 56(1), 51-71.

Domino’s Pizza Enterprise Ltd. (2015). Inside Domino’s. Retrieved from: https://www.dominos.com.au/inside-dominos.

Domino’s Pizza Enterprise Ltd. (2015). Out Menu. Retrieved from: https://www.dominos.com.au/menu-pizza

Fuchs, C. (2017). Social media: A critical introduction. Sage.

Gerbaudo, P. (2018). Tweets and the streets: Social media and contemporary activism. Pluto Press.

Leonardi, P. M., Huysman, M., & Steinfield, C. (2013). Enterprise social media: Definition, history, and prospects for the study of social technologies in organizations. Journal of Computer-Mediated Communication, 19(1), 1-19.

Moreno-Munoz, A., Bellido-Outeirino, F. J., Siano, P., & Gomez-Nieto, M. A. (2016). Mobile social media for smart grids customer engagement: Emerging trends and challenges. Renewable and Sustainable Energy Reviews, 53, 1611-1616.

Smith, P. R., & Zook, Z. (2011). Marketing communications: integrating offline and online with social media. Kogan Page.

Stelzner, M. (2014). 2014 Social Media Marketing Industry Report. Social media examiner, 1-52.

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business Horizons, 57(6), 703-708.

White, C. M. (2016). Social media, crisis communication, and emergency management: Leveraging Web 2.0 technologies. CRC press.

Wright, K. B. (2005). Researching Internet-based populations: Advantages and disadvantages of online survey research, online questionnaire authoring software packages, and web survey services. Journal of computer-mediated communication, 10(3), JCMC1034.

Xiang, Z., Du, Q., Ma, Y., & Fan, W. (2017). A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism. Tourism Management, 58, 51-65.