Dunkin Donuts Presentation (MAS Bootcamp)

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  • 1. THE BANGIN’EST DUNKIN DONUTS WESTERN EXPANSION JENNIFER CORRIGAN TAHIR HEMPHILL CHRIS MEAD MARTH WEST
  • 2. TOPICS RESEARCH FINDINGS SINGLE MINDED PROPOSITION CREATIVE CONCEPT NEW TAGLINE CREATIVE EXECUTIONS
  • 3. TOPICS RESEARCH FINDINGS ➤ SINGLE MINDED PROPOSITION CREATIVE CONCEPT NEW TAGLINE CREATIVE EXECUTIONS
  • 4. RESEARCH FINDINGS MAC SHIMMON DUNKIN DONUTS VP OF EMERGING MARKETS TALKS ABOUT THE VALUE SEEKING TRIBE MEMBERS IN THE WEST THAT DON'T YET KNOW THAT THEY ARE A PART OF THE DD TRIBE. FOOD INDUSTRY CONSULTANT DARREN TRISTANO FROM TECHNOMICS: DESCRIBES DD’S AS LOWER THROUGH MIDDLE CLASS LOOKING FOR VALUE - A VERY GOOD COFFEE FOR A GOOD PRICE. SIMPLICITY AND QUICK SERVICE MODEL: CUSTOMERS ARE IN & OUT NOT LINGERING LIKE IN STARBUCKS. 10,000 NEW STORES WEST OF THE MISSISSIPPI PLANNED FOR NEXT DECADE
  • 5. TOPICS RESEARCH FINDINGS ➤ SINGLE MINDED PROPOSITION CREATIVE CONCEPT NEW TAGLINE CREATIVE EXECUTIONS
  • 6. SINGLE MINDED PROPOSITION DUNKIN' DONUTS: IT JUST MAKES MORE SENSE.
  • 7. SINGLE MINDED PROPOSITION DUNKIN' DONUTS: IT JUST MAKES MORE SENSE. FRUGAL GOURMET CHIC
  • 8. TOPICS SINGLE MINDED PROPOSITION RESEARCH FINDINGS ➤ CREATIVE CONCEPT NEW TAGLINE CREATIVE EXECUTIONS
  • 9. CREATIVE CONCEPTS OUR COMMUNICATION IS UNPRETENTIOUS, HONEST AND CANDID. WE WANT TO SPEAK TO OUR AUDIENCE IN THE SAME WAY THEY SPEAK TO THEIR FRIENDS BY PRESENTING A PERSONALITY THAT OUR TARGET WILL RELATE TO, AND FEEL SMART ABOUT CHOOSING DUNKIN’ DONUTS.
  • 10. TOPICS SINGLE MINDED PROPOSITION RESEARCH FINDINGS CREATIVE CONCEPT ➤ NEW TAGLINE CREATIVE EXECUTIONS
  • 11. CREATIVE CONCEPTS IT JUST MAKES SENSE.
  • 12. TOPICS SINGLE MINDED PROPOSITION RESEARCH FINDINGS CREATIVE CONCEPT NEW TAGLINE ➤ CREATIVE EXECUTIONS
  • 13. CREATIVE EXECUTIONS
  • 14. CREATIVE EXECUTIONS
  • 15. CREATIVE EXECUTIONS
  • 16. CREATIVE EXECUTIONS
  • 17. CREATIVE EXECUTIONS
  • 18. CREATIVE EXECUTIONS