Capstone – Project
Develop a business strategy that will build brand awareness and relevance in emerging consumer segment: Gen Z
A Collaboration Between
The Donatos brand is looking to attract younger demographics to the brand. The current core customer is female ages 25 – 44 with children.
1) Review recent consumer research on the brand that digs into core customer and non-users.
2) Explore pizza category and explore their core customers.
3) Review the current brand strategy and brand voice.
4) Review brand Donatos content calendar and current advertising.
5) Review current rewards program
6) Identify media channels best suited to target demo
7) Voice/assets best suited to specific channels
8) Donatos Value Proposition
A complete, sustainable plan to bring a younger demographic (Gen Z) to the brand. Benchmarks goals in impressions, CTR and CPA.
Project Topics
Growth Strategy
Marketing
Company Information
| Company | Donatos Pizza |
| HQ | Gahanna, OH |
| Revenue | N/A |
| Employees | 500-2500 |
| Stage | Large Enterprise |
| Hiring Potential | Follow-on Projects, Formal Internship, Entry Level Full-Time |
| Website | https://www.donatos.com/ |
Company Overview
Donatos Pizza is a pizza delivery restaurant franchisor headquartered in Gahanna, Ohio, United States. It has nearly 200 locations in eleven states, with the majority of locations in Ohio.
Experiential Learning Program Details
| School | Florida Institute of Technology (Florida Tech) |
| Engagement Format | - |
| Course | Florida Tech Spring 2022 IACBE Live Case Competition |
| Level |
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| Students Enrolled | 48 |
| Meeting Day & Time | Virtual Launch on March 2nd, Final Presentations on April 6th |
| Student Time Commitment | 1-3 Hours Per Week |
| Company Time Commitment | 1 Hour |
| Duration | N/A |
Program Timeline
| Touchpoints & Assignments | Due Date | Type | |
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Upload Resume
Upload Resume
Upload your Resume
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February 28th, 2022 | Submission Required submission-required | |
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Acknowledge Rules of Engagement
Acknowledge Rules of Engagement
During this program, you'll be working on a real project posed by Donato's Pizza's senior leadership team. In order to produce the most viable, valuable outcomes, you will be provided with highly confidential information. Please note that this competition is governed by CapSource's Rules of Engagement. We also offer a set of special Rules for the IACBE Competition in order to ensure equity, fairness, and alignment on this very special professional development experience.
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February 28th, 2022 | Event na | |
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Live Case Competition Kick-Off @ 3:30 PM ET
Live Case Competition Kick-Off @ 3:30 PM ET
Recording link: https://www.loom.com/share/a03a9b4b68d249f1b4216ce5158d001f
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March 2nd, 2022 | Event na | |
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Questions for Donato's?
Questions for Donato's?
Submit your questions before the upcoming webinar: https://forms.gle/tnP69pakJ9XM31Qx5
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March 6th, 2022 | Event na | |
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Donato's Pizza Webinar Check-in #1 @ 3:30 PM ET
Donato's Pizza Webinar Check-in #1 @ 3:30 PM ET |
March 9th, 2022 | Event na | |
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Questions for Donato's?
Questions for Donato's?
Submit your questions before the upcoming webinar: https://forms.gle/tnP69pakJ9XM31Qx5
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March 27th, 2022 | Event na | |
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Donato's Pizza Webinar Check-in #2 @ 3:30 PM ET
Donato's Pizza Webinar Check-in #2 @ 3:30 PM ET
Recording link: TBA
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March 30th, 2022 | Event na | |
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Final Deliverable Due: Executive Summary
Final Deliverable Due: Executive Summary
Upload your 5-page written executive summary
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April 1st, 2022 | Submission Required submission-required | |
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Final Competition Presentations Delivered - Live
Final Competition Presentations Delivered - Live
Virtual presentations (final deliverables) from student competition teams delivered
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April 13th, 2022 | Event na | |
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Winners Announced - Award Ceremony - Live
Winners Announced - Award Ceremony - Live
Winning competition teams announced live in Costa Mesa, CA
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April 15th, 2022 | Event na |
Key Project Milestones
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March 5, 2022 - Deep Dive on Donatos Pizza and the Pizza Restaurant Industry
- Develop an understanding of the DONATOS brand (the story, the business, the mission and vision).
- What is DONATOS ’s value proposition? Who are the key stakeholders in the model?
- How many different products or services does the company offer? How are they categorized and defined?
- What products are the best sellers? (What’s the product mix?)
- What are the different customer segments? What channels are used to earn those customers?
- What are the key drivers for customers to purchase their products?
- What do DONATOS’ customers have to say about their products and service?
- What does DONATOS’ ideal target user look like? How are they wanting to expand their target audience?
- Review brand Donatos content calendar and current advertising.
5) Review current rewards program - How does DONATOS intend to grow? How do they measure success?
Suggested Deliverable:
Optional: Create a Competitive Analysis and Product / Business Model Overview deck.
Please note that only the final deliverable is required. This milestone is intended to help you break down the project into smaller, more manageable chunks.
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March 18, 2022 - Analyze Donato's Industry, Competitors, and Target Market
- Conduct a deep dive on the pizza restaurant industry.
- What does the industry currently look like?
- What is the estimated growth rate and market share and size of the market in the coming years?
- In what important ways is Gen Z projected to drive growth in the future?
- Who are the key players in the market and how are they differentiated?
- What are the current and emerging trends in the industry?
- Identify three of the most dynamic companies in relevant market segments. How do they attract the Gen Z market?
- Analyze DONATOS’ competitive landscape.
- Who are DONATOS’ competitors?
- How many different products or services does the company offer? How are they categorized and defined?
- What products are the best sellers? (What’s the product mix?)
- What are the different customer segments? What channels are used to earn those customers?
- What are the key drivers for customers to purchase their products?
- What do customers have to say about their products and service?
- Conduct a Target Market Analysis
- How does the company and the product meet the values, wants, and needs and expectations of the Gen Z demographic?
- How do they find out about and engage companies and products in this market space? How can they be reached?
- What are Gen Z food and restaurant preferences? How does this appear in the pizza restaurant space? How do they choose where to get take-out or delivery? Dine-in? What are the key considerations when making dining decisions?
- How do food dining preferences differ based on different personas (e.g. students, young professionals)?
- What problems or unmet needs/wants exist right now and what opportunities exist as a result?
- Examine the strengths, weaknesses, opportunities, and threats DONATOS faces in targeting the Gen Z market (SWOT analysis)
- How does your analysis shed light on crucial trends and dynamics impacting the development of the market, including the restraints, drivers, and opportunities?
- What opportunities in the market most apply to DONATOS?
Suggested Deliverable:
Optional: Industry, Competitor, and Target Market Analysis
Optional: Create 3-5 Personas for DONATOS’ target users in the pizza restaurant space.
Please note that only the final deliverable is required. This milestone is intended to help you break down the project into smaller, more manageable chunks.
- Conduct a deep dive on the pizza restaurant industry.
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March 26, 2022 - Prototype Marketing Strategy
- Brainstorm/ideate:
- What is DONATOS’ brand promise? How can the brand best be represented materially and consistently?
- Color, design, and layout?
- What central messages can be used to establish an emotional connection with the target audience?To create stories and messages that are compelling and interesting, and bring a younger demographic/Gen Zers to the brand?
- What media channels best suited to reach and connect with younger demographic/Gen Zers? What voice/assets are best suited to communicate DONATOS’ Value Proposition through these specific channels?
- What other factors are important when designing and developing a new product branding strategy? What criteria are often used?
- What formats should these prototypes take, and why?
Suggested Deliverable:
Optional: Create a Prototype Marketing Strategy
Please note that only the final deliverable is required. This milestone is intended to help you break down the project into smaller, more manageable chunks.
- Brainstorm/ideate:
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April 1, 2022 - Build a sustainable marketing plan to bring a younger demographic (Gen Z) to the brand
- What is your plan for creating, building and retaining Gen Z consumers? What specific strategy/ies do you recommend?
- What is the DONATOS Value Proposition Statement?
- What messages or content would be most effective? How can these connect with Gen Zers and emphasize the value proposition that DONATOS offers, particularly in relation to other companies in the market space?
- What would a sample marketing content look like? How would this creatively connect DONATOS with Gen Z consumers? How does this leverage DONATOS unique value proposition?
- What elements (physical, virtual, event based) are included in your marketing strategy?
- What communication channels would be most effective?
- What is your recommended timeline for your launch strategy?
- What is your marketing and social media strategy? Why do you recommend this marketing mix? Why do you feel this will be an effective approach? if you had $100,000 as a marketing budget, how much would you allocate the spend, and why?
- What is your customer retention/loyalty strategy?
- What would be the key performance indicators and outcome metrics you’d be looking to track and achieve over the next 1 – 3 – 5 years? Benchmarks goals in impressions, CTR and CPA.
- If your go-to-market is successful, what type of financial outcomes might be possible for DONATOS?
Suggested Deliverable:
A comprehensive target market proposal must include the following elements summarized into a 10-Minute Live Presenation (+10-min Q&A) & 5-page Executive Memo (+appendix and citations):
- REQUIRED: 5-Page Executive Memo (+Appendix and Citations) – Please upload your 5-page Executive Memo (+Appendix and Citations) in PDF format including your comprehensive ‘Target Market Strategy’ that positions DONATOS as THE preferred pizza restaurant for the up-and-coming generation/Gen Zers. (30 of 100 Points – See Rubric for Further Breakdown)
- REQUIRED: 10-Minute Presentation + 10-Minute Q&A – Please prepare to present your insights directly to Donato’s leadership team. Throughout the presentation you must introduce yourselves and summarize your understanding of Donato’s brand, challenge, and intended target market. You must then also present your comprehensive marketing plan that positions DONATOS as THE preferred pizza restaurant for the up-and-coming generation/Gen Zers (70 of 100 Points – See Rubric for Further Breakdown)
Project Resources
- Donatos Store List
- Donatos 2022 Marketing Content Calendar
- Donatos Brand Strategy
- Donatos Media and Product Mix Info
- Donatos Brand Book
- Social Content Strategy
- Donatos Value Proposition
- Donatos Brand Research
- All-Star Student Deliverable Examples
- Student Tech Resources
Industry Mentors
Academic Mentors
Assigned Students
There are currently no students assigned.