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INTEGRATED MARKETING COMMUNICATIONS
Table of Contents
Task Background    3
Strategy Statement    3
Brand Positioning of Domino’s Pizza    3
Objective of the Message    4
Target Audience    4
Target Audiences’ Opinion about Domino’s Pizzas    4
Expected Feelings from Domino’s Customers    5
Expected Actions from Domino’s Customers    5
References    6
Task Background
The task sheds light on one of the integral concepts of marketing, named, integrated marketing communication that significantly manifolds the effect of marketing on the customers. It serves as an innovative mode for communicating the necessary information about the products of a company to customers. Over the years, the business organisations have realised the importance of conveying adequate product information to the customers. In the words of Světlík (2017), proper communication prepares the ground for the customers to become convinced about the product quality and commitment of the company to satisfy the customers. This is exactly what is undertaken by the well-recognised and much celebrated pizza brand around the world, the Domino. The company values the demand of the customers for hot, mouth-watering, cheese filled pizzas and accordingly, prepares the items. Domino’s has expanded its network for reaching out to the masses via different forms of media- television, radio, hoardings, bill boards and lately, online. It hardly comes with any surprise that effective digital marketing campaigns of Domino’s Pizza have resulted in millions of online visitors who place their orders for quick, 30 minutes delivery service. Domino’s does no comprise with the product quality, in terms of freshness and taste at the cost of fast delivery, which is well reflected in its IMC practices.
Strategy Statement
Currently, with the constant popping up of the pizza companies, across the globe, it has become challenging for the leading players in the market such as Dominos to steal the show. However, the unique strategy statement makes the company stand quite ahead from the rest. Interestingly, as pointed out by Hartley (2015), the strong market competitors such as Pizza Hut and Eagle Boys Pizza fail to come up with a strategy as impressive and effective as Domino’s. The strategy of satiating the taste buds of the consumers with the best of ingredients to spice up the meal is emasculated by the 30 minutes delivery strategy. Together, the strategy statement has successfully grabbed the attention and taste of the customers (Liu & Davis-Ngatai, 2018). With this adopted strategy, the congested market condition failed to impact the market share of Domino’s.
Brand Positioning of Domino’s Pizza
Brand positioning, in simple words, refers to the positioning of the...