Dominos Advertising Brief

Dominos

Advertising Brief

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Group: 8

Student Numbers:

Submission Date: 11th November 2010

Module Code: 56192Word Count: 2190

Current Market

The need for a new advertising campaign is shown through analysing the following aspects of the market environment:

• ‘The takeaway and convenience food sector is predicted to grow by 70% over the next 10 years’ and the home delivery market is ‘estimated to have reached £1,474 million in the UK’ (Dominos Website 2010).

• ‘Increased trust in online purchasing, the introduction of new e-commerce platforms, increasing consumer time pressures and the popularity of at-home leisure activities are expected to be the key growth drivers for the convenience sector’(Dominos website 2010) ;in which Dominos is currently positioned.

• There has shown to be a Saturday Night Effect in recent years due to better TV scheduling on a weekend leaving consumers torn between staying in or going out.

• Dominos continued to see an increase of sales despite the recession; this may be due to consumers choosing cheaper alternatives to going out for meals. However with the potential further job cuts through the Comprehensive Spending Review on 20th October 2010, there may be further reductions in consumer spending power. This may mean sales could fall for Dominos if their current customers decide to trade off for cheaper alternatives again e.g. small takeaways or supermarket deals.

Budget

The budget for the new campaign is going to be based a percentage of sales budgeting basis; focusing on sales figures for the past two years:

• 2008 sales- £97.25 million (of which £55.9 million were through e-commerce)

• 2009 sales- £112.4 million (of which £78.5 million were through e-commerce)

(Figures from Business Financial Newswire 2010 and Hemscott Website 2010)

This campaigns budget will be set based on the sales figures for last year (2009), with a 10% of sales budget-...