MKT 315: Global Marketing PDF

COVENTRY UNIVERSITY
BACHELOR OF ARTS WITH HONOURS INDIGITAL MARKETING 2021
FACULTY OF BUSINESS AND LAW
NAME : YAP JOEY
STUDENT ID : 3810JT6F
COURSE : SOCIAL MEDIA & ONLINE REPUTATION (315 MKT)
MODULE LEADER : WONG KIN CHING
DATE OF SUBMISSION : 04 JUNE 2021
COURSEWORK TITLE : INDIVIDUAL REPORT – CW2
TOTAL WORDS COUNT : 2,200

Table of Contents
1. OBJECTIVES.....................................................................................................................3
2. STRATEGY........................................................................................................................4
3. TACTICS............................................................................................................................6
4. ACTION.............................................................................................................................8
5. GANTT CHART.................................................................................................................9
6. CONTROL.......................................................................................................................10
7. CRISIS MANAGEMENT SCENARIO..............................................................................11
8. CONCLUSION.................................................................................................................14
9. REFERENCES LIST........................................................................................................15

OBJECTIVES
1. Primary Objective: Increase Brand Awareness
Dominos ought to obtain additional 7,000 followers on Facebook page whereas extra 4,000 on
Instagram by December 2022 for increasing brand reputation. Short-term goal is increasement
of 200 followers in Domino’s Instagram page by September 2021 that high-possibly becoming
long-term prospects or advocacy (Hill 2018).
2. Secondary Objective: Build Brand Engagement
At least 10 posts per month on each Domino’s social media platforms with over 1,000
reactions for each post must be achieved within 2021 via Audience Insights and Instagram
Analytics for gaining customers’ interactivity. Online audiences’ participation rate of at least
50% in contest or events by measuring number of clicks, shares and hashtags used on their
personal social media profiles using analytics tools and Google Analytics (Lua 2021).
3. Tertiary Objective: Effective Social Customer Service and Social Listening
Customer satisfaction score increasement of 20% measuring via social media customer
service tool with goal of responding to 85% of comments in social medias by 2021 (Lua 2021).
Media channels to be 97% positive within 2022 by having maximum of 30 minutes of response
time towards customers’ feedbacks using sentiment score.

STRATEGY
Social media marketing through official Facebook, Instagram, and YouTube pages with ratio
of 7: 3: 1 usage per platform and the projected budget of 50%, 25% and 25% respectively.
A. Facebook
Allocating highest percentage of 70% for using Facebook which is great e-commerce
integration via Facebook Messenger (Lyfemarketing 2021). Percentage of social media posts
versus advertising posts should be 50% and 60% respectively due to lack of paid
advertisements. Domino’s should invest Facebook advertisements for easily targeting online
users at perfect timing.
Photo and caption contests should be organized in Facebook and Instagram page according
to age and interest of targeted audiences. Regular contests can be run quarterly in a year for
keeping engagement constantly plus minor, demanding gifts (Teo 2018). This can increase
followers as fun and wonder built for online word-of-mouth sharing contests and encourage
posting of user-generated content (UGC) in Facebook and Instagram as the requirements
of winning prizes.
Provide reward points and establish loyalty program through a mobile application specially
for purposes of claiming free gifts and vouchers and engaging latest brand information.
B. Instagram
Domino’s can reach wider targeted audiences of youngsters’ demographics who mostly use
Instagram (Lyfemarketing 2021).
Behind-the-scene photos can be taken and post in the Instagram stories with high vividness
and eye-catching the online audiences (Lyfemarketing 2021). The highlights are needed to be
managed and distinguished into different categories of lifestyles.