Domino's Internet Marketing Strategy: A Social Media Approach

This report discusses Domino's Pizza Enterprises Limited's social media marketing strategy using Facebook, Instagram, Twitter, and more. It includes an analysis of the four-step model for social media marketing and recommendations for improving organizational performance. The report also covers the company's current product offerings, competitive position in the target market, and target audience. Course code and college/university are not mentioned.

Running Head: Internet marketing
Domino’s
Internet Marketing

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Executive Summary
Social media networking is a major tool in terms of marketing and promotion. Social media has
gained an effective place in every individual’s life. With the rise in the demand and users of
social media, business enterprises have adopted social media in marketing and promotional
campaign so that target audience could be targeted as well as to set up an effective brand image
amongst the target audience. In this report, usage of social media tools for marketing in relation
with Domino’s Pizza Enterprises Limited (DPE). It is the largest pizza chain Australian market
in terms of number of stores and network sales. Apart from this, it is one of the largest franchisee
for the Domino’s Pizza brand across the globe (Fuchs, 2017).
In this report, organizational current offerings will be discussed along with the competitive
position in the target market. Further, using four step models, social media marketing strategy
will be developed in relation to the organizational operations. Social media marketing will
mainly use Facebook, Instagram, Twitter, etc. tools in order to enhance organizational
effectiveness. The last part of the report will include recommendations in order to improve and
enhance organizational social media marketing efforts with the motive of improving
organizational performance.

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Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
Summary of Domino’s....................................................................................................................3
Four step model...............................................................................................................................3
Analysis of social media platforms..............................................................................................4
Recommendations............................................................................................................................5
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

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Introduction
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).
Summary of Domino’s
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

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along with offering as per their requirements. Domino’s Pizza Enterprises Limited is leading
Australian market (Domino’s Pizza Enterprise Ltd, 2015).
Four step model
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:
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

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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).
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).
Analysis of social media platforms
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

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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).
Recommendations
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).

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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.

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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-
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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.