Marketing PR Communications Process Analysis Term Paper

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Domino's has become a global conglomerate with stores in over fifty countries and they employ over one hundred and fifty thousand employees. Each individual location may have around ten to twenty full and part time employees. This corporate structure helped sales exceed four billion dollars in 2002 with an annual expected growth of five percent.

The main public relations and communications style is the company's unique selling and delivery style which equates to a successful advertising asset. The company is known for various approaches that use new inventions, technology and techniques in their advertising and communications processes. Domino's Pizza does a lot more than average amounts of retail sales advertising expected from a company of its size. For example, the communications with the external public consists of large quantities of marketing flyers as well as television, radio and newspaper advertising.

All organizations have to focus on sales and marketing as the main key to success because if there are no customers buying the products or services offered, a business cannot survive and grow. Success therefore entails attracting and retaining customers. "It is well recognized that a key issue in gaining brand awareness, trial, and subsequent loyalty is to reflect deep-seated values in advertising and augmented product offerings. When marketers address consumer values, target consumers sense that the product's purpose is to benefit their individual lives.

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" (Durgee, O'Connor, and Veryzer) Marketing and selling must work together and Dominos has been very successful using the concept of the four P's: Product, Price, Placement and Promotion.

The newest marketing and communications approach is the internet. Domino's has a very up-to-date and modern web page with an internet portal that literally can have customers order pizza online and have it delivered by a local outlet. The web page provides very detailed information about the organization as a whole. One of the most important features of the web page is that the company has historically expended a great deal of resources on advertising to potential franchise owners in addition to customers. The web page now allows potential external franchise purchasers to read and disseminate Domino's franchise documentation and provides information pertaining to the franchise agreements and needs.

Another example of Domino's external communications process can be demonstrated by the company's national cause policy. "In July 2001, Domino's Pizza began a long-term national partnership with the Make-a-Wish Foundation. Through this alliance, Domino's is dedicated to delivering wishes to children with life threatening illnesses and assisting Make-a-Wish with their benevolent volunteer efforts through heightened awareness and.....

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