Analyzing the Impact of Social Media Campaigns on Domino's Pizza

This research proposal examines the impact of social media campaigns on Domino's Pizza's sales and marketing strategies. It begins with an introduction to the importance of social media in business, particularly for Domino's, and highlights its successful use of platforms like Twitter, Facebook, and Instagram. A literature review explores the history of Domino's, its adoption of social media, and the impact of campaigns on customer engagement and sales. The research question focuses on how social media proficiency affects sales. The methodology involves a qualitative assessment using secondary data from websites, journals, and financial reports, with a detailed timeline and work breakdown structure. The study analyzes various marketing campaigns, technological innovations, and customer feedback to understand their influence on the company's revenue and market share, aiming to provide insights into effective digital marketing practices.

Research Proposal
Impact of social media campaigns on Domino’s Pizza
Student Name:
Student Id:
Date:

Research Proposal
Contents
Introduction:................................................................................................................................................3
Literature review:........................................................................................................................................3
Identified Research Question:......................................................................................................................5
Research Methodology:...............................................................................................................................5
Project Timeline..........................................................................................................................................7
Work Breakdown Structure.................................................................................................................7
Gantt chart:..................................................................................................................................................8
References.................................................................................................................................................10

Research Proposal
Introduction:
Social media has become a basic necessity for every individual around the world. It is also
considered as the powerful tool for every business if used wisely and has been creating a huge
opportunity for the businesses around the world with the power of sharing and creativity. There
are various benefits of using social media in business such as it can help in generating revenue,
development of brand, research, networking, recruitment, etc (Medium, 2018). Dominos is a
Pizza chain restaurant that has been founded since 1960 and is headquartered in Michigan. The
chain of Domino’s Pizza became the largest seller of pizza in February 2018 globally in terms of
sales (Anon, 2018).
The top notch pizza brand Domino’s has been using the social media platforms like Twitter,
Facebook and Instagram to promote its brand value and increase the sales since a decade now.
This strategy has proved to be worthy in increasing its online sales in a drastic manner which is a
case to be followed by other brands in the segment. It has turned its image using social media
even during the crises period and continued to increase the online sales with its social media
strategies like Tweet treat (Business 2 Community, 2018). The aim of the research report is to
analyze the social media campaigns and its impact on the increased sales of Domino’s pizza by
using the secondary data resources.
Literature review:
The operations of Domino’s Pizza started in 1960 which only offered the service of carry-out or
delivery and now it has become one of the most renowned brands for pizza as well as largest
chain of pizza around the world that has approximately 5700 branches which covers 58 different
countries. According to John (2010), it is important for every business including pizza chains to
have a strong as well as effective presence on social media in this technology based world in
order to increase sales of business. As stated by CEO of the company, Dominos always bring
innovative and Creative ideas to stay ahead in the world of business and always focus on
adopting as per the requirements of customers as well as always keep thriving to be one of the
most known pizzerias around the world. Hence, the company focused on adapting to the trend of
social media for marketing as well which helped to increase the sales of company. Social media

Research Proposal
applications such as Instagram, facebook, YouTube as well as Twitter were used by the company
to create a helpful approach which helped customers connect (Burton and Soboleva, 2011).
On the other end, it was argued by Pitt (2017), the network of social media was not only used for
marketing but it was also used for focusing on the reviews and feedback of customers which
helped in understanding on the level of customer’s satisfaction. The company allowed various
questions or queries related to incorrect toppings or insufficient cheese or sauces as well as
various other problems related to delivery issues were asked by the customers on the platform of
social media. It was also stated by Shareen (2015), that Dominos has turned into an ecommerce
company which sells different types of pizzas. The team of Dominos social media always
responded quickly over the comments of customers and always focused on satisfying them due
to which the positive reviews on social media by the customers helped the company to increase
their sales. According to the Forbes 2018, approximately 50% of the Company’s sale is placed
with the help of mobile devices by using various apps which are developed for Android, Iphone,
and Twitter as well as the special “one tap” feature that helps the customer to place an order
without re-entering any information (Faisal, 2016).
It was stated by Dennis (2012), the initiative of Dominos for launching the idea of “Think Oven”
in late 2010 helped the company to know the opinions of customers. The company focused on
encouraging the customers or participants to provide their ideas as well as suggestions on social
media such as facebook, twitter, etc and also provided rewards to those ideas which can be
implemented in the company to increase their sales. According to Dennis Maloney, CDO of
Dominos, the social media has a great impact on company sales and hence they focus on
developing a strong relationship with the marketing organization as well as IT organization, as in
this world of technology it is important for these groups to work in lock step.
As stated by cannon (2016), Domino is the brand which can be described as savvier when
discussion is made about social media and its impact on the business of dominos pizza. The
company has gained its business value by effective use of social media on right time. There are
various strong competitors of the company such as Pizza Hut but using the trend of social media
has helped the company to gain the market share and beat the competitors (Gilliland and
Gilliland, 2018). It is important to note that various campaigns announced by Dominos have
been great success as the focus was on the satisfaction of customers by delivering the best

Research Proposal
possible service to them. According to Nikki Gilliland (2017), various campaigns such as “Any
ware campaign” which helps customer to order from anywhere, “Pizza turnaround” helps the
company to regain its customers, “the power of emojis” campaign of dominos which helped the
customers to easily order by hash tagging “easy order or by using the emojis of pizza slice. It is
clearly stated in the article by Mccosker (2015) that social media can be used in business as it
can add value to the brand as well as increase the business sale and revenue. On the other end,
He, Zha & Li (2013) stated that social media campaigns and its effective uses not only helps in
developing brand value, but it also helps in turning around the company’s image during its
difficult times as it has helped in the business of Domino’s Pizza.
As a result, according to the financial reports of Domino’s 2017, the total revenue of the
company is approximately $624.2m and this increased sale of business is due to the strong
presence over the social media and digital activity. The marketing of social media campaigns is
receiving strong impression of customers and this strategy of the company has been very
effective (He, Zha and Li, 2013). According to the reports by company, approximately 50% of
the company sales are due to strong campaigns on social media and their activeness on the digital
marketing.
Identified Research Question:
The current research study aims to analyze the impact of social media campaigns on the
increased sales of Domino’s Pizza. It helps us to analyze how various campaigns with the help of
social media and digital marketing is helping the company to survive and beat the competitors in
the market.
 Does social media proficiency affect the sales of Domino’s pizza?
Research Methodology:
Overview:
The approach of qualitative assessment will be used in this research project. The information and
data would be collected from various secondary resources such as websites, journals, articles,
etc. Detailed description of this research plan has been given below that provides information

Research Proposal
such as the key data sources that would be used and the data as collected, its methods as well as
methodology of the research has been presented followed by the targeted timeline of the project.
Data Collection Approach:
During the first phase, the focus has been made on identifying the sources with the help of which
data can be collected as well as can be used for formulating the secondary data which can be
used for analysis. The information such as financial data relieved by the company or
organization is the most important set of resources that is used for this research report. The
detailed description of various types of resources is as follow:
Sources Information Provided
https://www.business2community.com/social-media/
social-media-faceoff-dominos-vs-pizza-hut-0804675.
Social media sentiments and social
media performance of Domino’s in
comparison to other pizza brand
https://www.dominos.com.au/inside-dominos/media/
aug-2015-domino-s-tech-innovation-drives-record-
profits.
Increased sales of the brand due to
technological innovation
https://econsultancy.com/10-deliciously-creative-
domino-s-pizza-marketing-campaigns/
Creative ideas of dominos over
social media and advertisements
which helped to increase its sale
https://medium.com/online-marketing-institute/how-
digital-marketing-crowned-dominos-the-king-of-
pizza-3d327d7350f8
How digital marketing helped the
company to gain the market share
http://phx.corporate-ir.net/phoenix.zhtml?
c=135383&p=irol-reportsannual
Financial report of the company
https://www.dominos.co.in/about-us Company’s background and its
innovative ideas
https://www.emeraldinsight.com/doi/abs/
10.1108/07363761111181473
It gives information about how
social media platforms like twitter

Research Proposal
help in using various marketing
strategies for business
https://www.semanticscholar.org/paper/Social-media-
competitive-analysis-and-text-mining%3A-He-Zha/
6e967447486fc04a0f23df54e5f8499901604900
Platform of social media as a strong
and powerful tool for business to
communicate effectively with their
customers.
Different Sources to be used for raw secondary data:
Additionally, the focus is also made on obtaining information from various sources such as
feedback of customers and their reviews on social media accounts of the company about the
delivery and satisfaction level of customers. The data would also be collected from various food
delivery companies such as Swiggy, Uber eats, etc.
Project Timeline
Work Breakdown Structure
The work breakdown structure helps the team to map the project more effectively by keeping in
mind the resources availability such as efforts by students, time as well as the stakeholders’
involvement. Below is the detailed structure which helps in understanding the activities that are
supposed to be performed in the entire project.
Activities Duration
Identifying the area of Research 6 days
Supervisor’s approval 3 days
Identification of secondary raw data 2 days
Transforming the data in organized way in
order to use it
3 days
Qualitative assessment of data and its
finalization
7 days
Proper documentation of the results 2 days
Preparation of final report 3 days

Research Proposal
Submission of the project and feedback 4 days
Gantt chart:
The below Gantt chart gives a clear picture of various activities that have been represented in this
project according to its time frame in the form of a table. As per the calculation, the research
assignment has been finished in a time line of 30 days.
Task Name
Duration
25/11
26/11
27/11
28/11
29/11
30/11
1/12
2/12
3/12
4/12
5/12
6/12
7/12
8/12
9/12
10/12
11/12
12/12
13/12
14/12
15/12
16/12
18/12
19/12
20/12
21/12
22/12
23/12
24/12
25/12
Identi
fying
the
area
of
Rese
arch
6
D
a
y
s
Super
visor’
s
appro
val
3
d
a
y
s
Identi
ficati
on of
secon
dary
raw
data
2
d
a
y
s

Research Proposal
Trans
formi
ng
the
data
in
organ
ized
way
in
order
to
use it
3
d
a
y
s
Quali
tative
asses
smen
t of
data
and
its
finali
zatio
n
7
d
a
y
s
Prope
r
docu
ment
ation
of the
result
s
2
d
a
y
s
Prepa 3

Research Proposal
ration
of
final
repor
t
d
a
y
s
Subm
ission
of the
proje
ct
and
feedb
ack
4
d
a
y
s

Research Proposal
References
Anon, (2018). [online] Available at: https://www.dominos.co.in/about-us [Accessed 25 Dec.
2018].
Burton, S. and Soboleva, A. (2011). Interactive or reactive? Marketing with Twitter. Journal of
Consumer Marketing, 28(7), pp.491-499.
Business 2 Community. (2018). Social Media FaceOff: Dominos vs Pizza Hut. [online]
Available at: https://www.business2community.com/social-media/social-media-faceoff-
dominos-vs-pizza-hut-0804675. [Accessed 25 Dec. 2018].
Dominos.com.au. (2018). Whoops! - Domino's Pizza - Order Online for Pizza Delivery &
Takeaway. [online] Available at: https://www.dominos.com.au/inside-dominos/media/aug-
2015-domino-s-tech-innovation-drives-record-profits. [Accessed 25 Dec. 2018].
Faisal, A. (2016). Marketing Strategies in Online/Digital Marketing. Account and Financial
Management Journal.
Gilliland, N. and Gilliland, N. (2018). 10 deliciously creative Domino's Pizza marketing
campaigns - Econsultancy. [online] Econsultancy. Available at:
https://econsultancy.com/10-deliciously-creative-domino-s-pizza-marketing-campaigns/
[Accessed 25 Dec. 2018].
He, W., Zha, S. and Li, L. (2013). Social media competitive analysis and text mining: A case
study in the pizza industry. International Journal of Information Management, 33(3),
pp.464-472.
Medium. (2018). How Digital Marketing Crowned Domino’s the King of Pizza. [online]
Available at: https://medium.com/online-marketing-institute/how-digital-marketing-
crowned-dominos-the-king-of-pizza-3d327d7350f8 [Accessed 25 Dec. 2018].
Phx.corporate-ir.net. (2018). Domino's Pizza - Investors - Annual Reports. [online] Available at:
http://phx.corporate-ir.net/phoenix.zhtml?c=135383&p=irol-reportsannual [Accessed 25
Dec. 2018].

Research Proposal