2.
Starbucks
and
Dunkin’
Donuts
are
leaders
in
the
Coffee
and
Snack
Shop
industry.
This
industry
is
current
growing.
This
is
a
result
a
few
external
environment
characteristics;
There
has
been
an
increase
in
consumer
spending
-‐
individuals
love
affordable
luxuries
and
these
companies
give
it
to
them!
Menus
have
been
forced
to
adapt
to
satisfy
an
increase
in
health
consciousness.
Companies
are
actively
adding
to
their
product
list
as
a
way
to
meet
this
customer
requirement.
Competition
is
high,
especially
between
key
players
like
Starbucks
and
Dunkin
Donuts.
Grabbing
a
cup
of
joe
from
smaller,
artisan
shops
is
a
current
trend
of
consumers
who
feel
they
are
coffee
connoisseurs,
which
is
taking
away
customers
from
the
big
box
retailers.
Social
media
is
being
used
to
build
relationships
and
interact
with
customers,
a
tactic
hoping
to
increase
loyalty
and
catch
the
eye
of
potential
customers.
(IBISWorld)
(In
no
particular
order)
3.
Who
is
Starbucks?
Starbucks,
created
in
1971,
is
a
coffee
and
snack
shop
that
has
branded
itself
as
a
lifestyle,
trying
to
go
beyond
the
image
of
a
grab
and
go
coffeehouse.
Stores
are
easily
accessible
to
consumers
with
12,
937
location
in
the
United
States
alone.
Products
include
hot
and
cold
coffee
and
tea
beverages,
whole
bean
coffee
and
tea
leaves,
sandwiches,
baked
goods,
drinkware,
and
brewing
equipment.
A
few
products,
like
the
pumpkin
spice
latte
and
red
colored
to
go
paper
cups,
are
seasonal.
Starbucks
boasts
of
its
sustainability
efforts
in
many
areas
of
their
supply
chain.
They
responsibly
source
their
coffee
beans,
using
fair
trade
agreements
with
international
farmers.
They
stress
environmentally
friendly
practices
in
their
stores
with
recycling,
water
and
energy
conservation
in
all
locations,
as
well
as
an
increase
in
new
LEED®
certified
stores.
Who
is
Starbucks
Targeting?
Starbucks
strategically
targets
younger
consumers
in
hopes
of
assuring
life
long
loyalty.
They
charge
premium
prices
for
their
products,
showing
that
they
also
target
consumers
with
a
higher
disposable
income.
4.
GOFLORAL
AUTUMN
!6.6K
1,056
LEAST LIKED PHOTO MOST LIKED PHOTO
HIGHEST COMMENT COUNT
PHOTO
JAN. 28 FEB. 4 FEB. 11 FEB. 18 FEB. 25
(7.513M) (7.589M) (7,682M) (7.767M) (7.841M)
GOFLORAL
AUTUMN
!6.6K
1,056
LEAST LIKED & LEAST
RETWEETED PHOTO
MOST LIKED & MOST
RETWEETED PHOTO
STARBUCKS INTERACTING WITH
FOLLOWERS
JAN. 28 FEB. 4 FEB. 11 FEB. 18 FEB. 25
(11.38M) (11.46M) (11.54M) (11.61M) (11.64M)
5.
GOFLORAL
AUTUMN
6.6K
1,056
LEAST LIKED PHOTO
MOST LIKED & MOST
SHARED PHOTO
CAPTION: Exciting new
changes to Starbucks rewards
are coming - inspired by out #1
customer requests
CAPTION: Me + you + Chocolate
+ Chocolate + Chocolate +
Chocolate = Molten Chocolate
Latte. Now through Feb. 14
#StarbucksDate
people
FEB. 4
JAN. 28
FEB.11
FEB. 18
FEB.25
36.17 M likes
36.17 M likes
36.14 likes
36.12 M likes
36.13 M likes
6.
Who
is
Dunkin’
Donuts?
Dunkin’
Donuts,
created
in
1950,
has
branded
itself
as
the
“average
Joe”
donut
and
coffeehouse.
Founded
by
William
Rosenberg,
Dunkin’
Donuts
began
as
one
shop
in
Quincy,
Massachusetts
and
has
since
grown
to
approximately
11,300
stores
in
30
countries.
Products
sold
here
include
donuts,
bagels,
other
baked
goods,
and
a
variety
of
hot
and
cold
beverages..
Dunkin’
Donuts
is
a
top
player
in
their
industry,
and
competes
with
both
coffee
and
donut
companies.
Their
main
competitors
include
Starbucks,
Krispy
Kreme
Doughnuts,
and
Honey
Dew
Donuts.
Dunkin’
Donuts
has
the
highest
concentration
of
stores
in
Massachusetts
and
New
York.
Who
is
Dunkin’
Donuts
Targeting?
“America
Runs
on
Dunkin”.
From
Dunkin’
Donuts
slogan,
you
can
see
that
they
have
a
broad
target
market,
mainly
attracting
the
everyday
working
class
individual.
L
AUTUMN
!
**MANY POSITIVE
REACTIONS
REVOLVE AROUND
NEW PRODUCTS**
**MANY NEGATIVE
REACTIONS REVOLVE
AROUND THE
CHANGING OF
REWARD PROGRAM**
7.
GOFLORAL
AUTUMN
!6.6K
LEAST LIKED PHOTO MOST LIKED PHOTO
HIGHEST COMMENT COUNT
PHOTO
CAPTION:Love is a heart
shaped donut. Double tap to
complete the picture!
CAPTION: You're all starts to us.
Enroll in DD Perks and get a FREE
beverage! www.DDPerks.com
CAPTION: Finally, heart shaped
donuts are back!!! Who's ready for
brownies and cookie dough
deliciousness?!
Official Dunkin' Donuts Instagram
account. Keeping you running on
Dunkin' from the DD Mothership &
beyond!
8.
GOFLORAL
AUTUMN
6.6K
LEAST LIKED PHOTO MOST LIKED & MOST
RETWEETED PHOTO
LEAST RETWEETED PHOTO
DUNKIN' DONUTS
INTERACTING WITH
CONSUMERS
GOFLORAL
AUTUMN
6.6K
1,056
LEAST LIKED PHOTO MOST LIKED & MOST
SHARED PHOTO
people
CAPTION: RounDD up
your team for the big
game tonight. Lets go
Magic! #PureMagic
Welcome to the
Dunkin' Donuts
Facebook Page!
American runs on
Dunkin' and DD
Facebook runs on You
9.
There
are
both
similarities
and
differences
in
the
brand
tactics
used
by
Starbucks
and
Dunkin’
Donuts
relating
to
their
social
media
strategy.
Similarities:
1.
Use
of
visual
appeal
to
capture
the
eyes
of
consumers:
They
apply
this
by
using
little
to
no
wording
on
the
photo
component
of
the
post.
They
also
extend
this
by
making
captions
short,
fun,
and
easy
to
read.
EFFECTIVENESS:
Highly
effective
In
general,
consumers
have
a
high
level
of
information
and
marketing
coming
at
them
daily.
If
content
is
hard
to
digest,
it
will
not
stick
in
consumer’s
minds
or
they
may
choose
to
not
read
the
post
because
it
is
too
much
work
for
them.
The
easier
for
the
consumer
to
process,
the
better!
L
AUTUMN
!
**MANY POSITIVE
REACTIONS ARE
FROM LOYAL
CUSTOMERS**
**MANY NEGATIVE
REACTIONS
REVOLVE AROUND
THE PRODUCTS
AND REWARD
SYSTEM**
10. 2.
Response
to
customer
complaints
and
praises:
Both
companies
used
an
individual
response
feel
for
consumers.
Facebook
was
utilized
most
by
consumers
to
express
their
negative
opinions
and
experiences
of
the
brand.
EFFECTIVENESS:
Semi-‐Effective
Companies
need
to
respond
quickly
and
effectively
to
consumers
with
a
goal
of
changing
a
negative
experience
into
a
positive
one.
Both
companies
attempt
to
use
this
strategy.
It
is
important
to
remember
that
consumers
are
not
afraid
to
point
out
when
companies
are
starting
to
stray
from
the
individual
feel
and
turning
more
robotic.
3.
Use
of
each
different
platform
effectively,
making
sure
to
not
overwhelm
consumers
with
posts.
On
Twitter,
both
companies
may
post
multiple
times
a
day,
which
is
customary
on
this
platform.
On
the
other
hand,
the
companies
post
approximately
4
times
a
week
on
Instagram
and
Facebook,
which
is
more
traditional
for
these
platforms.
EFFECTIVENESS:
Highly
effective
Consumers
will
be
pushed
away
and
driven
to
unfollow
companies
that
spam
platforms
with
content.
Both
Starbucks
and
Dunkin’
Donuts
are
seeing
an
increasing
number
of
followers
in
the
platforms,
meaning
that
they
are
doing
a
good
job
of
both
not
pushing
away
current
followers
as
well
as
attracting
new
followers.
4.
Created
synergy
across
all
platforms.
EFFECTIVENESS:
Highly
effective
The
synergies
allow
consumers
to
relate
all
of
the
social
media
platforms
to
one
company.
They
know
what
they
should
expect
from
either
Dunkin’
Donuts
or
Starbucks,
and
a
consistent
brand
images
helps
to
create
loyal
consumers.
5.
Use
of
hash
tags
to
interact
with
consumers
and
feature
them
on
the
company’s
social
media
platforms.
Starbucks
used
#StarbucksDate
during
the
Valentines
holiday.
Dunkin’
Donuts
uses
#DDPerksLove.
EFFECTIVENESS:
Semi-‐Effective
This
is
an
easy
way
for
consumers
to
interact
with
a
company,
but
when
consumers
use
the
hash
tag
and
don’t
get
featured,
this
can
be
cause
for
consumers
to
get
upset.
Differences:
Dunkin’
Donuts
1.
Prioritizes
showcasing
their
reward
program,
DD
Perks,
across
all
platforms
in
multiple
content
posts
every
week.
Coupons
and
free
product
are
offered
to
consumers
who
sign
up
for
this
program.
EFFECTIVENESS:
Semi-‐effective
• Increased
likes
on
this
content
• Few
consumers
comment
on
these
posts
with
information
relevant
to
the
actual
post
• Many
consumer
complaints
about
misfires
and
malfunctions
of
the
program
sign
up
process,
which
made
consumers
extremely
upset,
leaving
consumers
with
a
negative
image
of
this
company
2.
Utilized
sports
sponsorship
with
multiple
teams.
From
this,
they
hope
to
capitalize
on
the
loyal
fans
of
teams,
wanting
the
fans
to
see
that
their
team
is
associated
with
Dunkin’
Donuts,
and
as
a
result,
want
to
buy
Dunkin’
Donut
products.
EFFECTIVENESS:
Ineffective
• Comments
from
consumers
on
these
posts
had
little
to
nothing
to
do
with
the
sports
teams
11. • Likes
on
these
post
were
among
the
lowest
of
content
posted.
Starbucks
1.
Creates
their
visuals
in
a
way
that
portrays
a
brand
image
of
high
quality
and
premium
products
EFFECTIVENESS:
High
effectiveness
• Artistic
photos
reign
in
Starbucks
target
market
• Combination
of
sophistication
and
hipster
sensations
in
their
posts
• Way
for
Starbucks
to
really
instill
that
their
brand
image
is
more
about
just
the
coffee
• Created
a
“cool””
lifestyle
that
consumers
want
to
have
in
their
lives.
2.
How-‐to
videos
and
informational
articles
about
their
products
and
coffee
information
in
general.
EFFECTIVENESS:
Semi-‐effective
• Adds
a
new
and
interesting
component
to
their
social
media
• Hard
to
access
from
some
platforms
(On
Instagram,
you
must
click
on
a
link
in
Starbucks’
bio
in
order
to
get
to
the
videos,
how-‐tos,
and
products
section.
This
is
another
step
for
consumers,
which
makes
it
less
likely
that
they
will
see
it)
• The
content
looks
professional
• Need
to
make
it
easier
for
viewers
to
see
it
So,
who
has
done
a
better
job
on
social
media?!
Starbucks.
• Starbucks
is
utilizing
all
platform
tools
by
creating
how-‐to
videos
and
informational
articles,
which
has
allowed
them
to
make
a
better
connection
to
their
target
audience
• Their
how
to
videos
on
social
media
are
a
great
way
to
spice
up
their
platforms
without
shoving
their
brand
down
the
throats
of
consumers
• Starbucks
continues
to
increase
followers
on
all
social
media
platforms
daily,
showing
that
consumers
want
to
see
their
content
• They
are
speedy
and
strategic
about
their
responses
to
customer
complaints,
addressing
complainers
individually
and
apologetically
• Their
posts
include
a
variety
of
high
quality
photos,
showcasing
their
products
in
an
organic
layout
