Dunkin Donuts Western Expansion

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Marketing presentation for Dunkin Donuts westward expansion

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Dunkin Donuts Western Expansion

  1. 1. THE BANGIN’EST DUNKIN DONUTS WESTERN EXPANSION JENNIFER CORRIGAN TAHIR HEMPHILL CHRIS MEAD MARTH WEST
  2. 2. TOPICS RESEARCH FINDINGS SINGLE MINDED PROPOSITION CREATIVE CONCEPT NEW TAGLINE CREATIVE EXECUTIONS
  3. 3. TOPICS RESEARCH FINDINGS ➤ SINGLE MINDED PROPOSITION CREATIVE CONCEPT NEW TAGLINE CREATIVE EXECUTIONS
  4. 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. 5. TOPICS RESEARCH FINDINGS ➤ SINGLE MINDED PROPOSITION CREATIVE CONCEPT NEW TAGLINE CREATIVE EXECUTIONS
  6. 6. SINGLE MINDED PROPOSITION DUNKIN' DONUTS: IT JUST MAKES MORE SENSE.
  7. 7. SINGLE MINDED PROPOSITION DUNKIN' DONUTS: IT JUST MAKES MORE SENSE. FRUGAL GOURMET CHIC
  8. 8. TOPICS SINGLE MINDED PROPOSITION RESEARCH FINDINGS ➤ CREATIVE CONCEPT NEW TAGLINE CREATIVE EXECUTIONS
  9. 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. 10. TOPICS SINGLE MINDED PROPOSITION RESEARCH FINDINGS CREATIVE CONCEPT ➤ NEW TAGLINE CREATIVE EXECUTIONS
  11. 11. CREATIVE CONCEPTS IT JUST MAKES SENSE.
  12. 12. TOPICS SINGLE MINDED PROPOSITION RESEARCH FINDINGS CREATIVE CONCEPT NEW TAGLINE ➤ CREATIVE EXECUTIONS
  13. 13. CREATIVE EXECUTIONS
  14. 14. CREATIVE EXECUTIONS
  15. 15. CREATIVE EXECUTIONS
  16. 16. CREATIVE EXECUTIONS
  17. 17. CREATIVE EXECUTIONS
  18. 18. CREATIVE EXECUTIONS

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