1.
STC
200
Prof.
Jasper
Nelissen
Giovanna
de
Cristofaro
April
18,
2016
Individual
Assignment
#4
Dunkin’
Donuts:
Strategic
Brief
Context:
Dunkin
Donuts
is
on
the
business
of
providing
energy
and
motivation
so
that
people
can
start
tough
days
in
a
softer
way.
Overall,
prospective
consumers
are
aware
of
these
brand
fundamentals
but
not
all
of
them
are
loyal
or
regular-­‐basis
customers
yet.
Thus,
communicating
more
effectively
with
the
target
audience
can
be
an
excellent
opportunity
to
increase
the
brand’s
general
purchase
frequency.
What do we need to accomplish?
Objective:
To
raise
the
number
of
regular
urban
workers
who
choose
Dunkin
Donuts
as
their
breakfast
option
on
the
way
to
work
in
5%
by
the
end
of
2017.
Reasoning:
since
this
group
is
the
more
stable
economically,
they
are
more
likely
to
spend
their
money
with
“luxury”
coffees
and
doughnuts.
Without
considering
that
breakfast
is
considered
an
important
part
of
this
people’s
routine,
thus
they
are
more
likely
to
become
regular-­‐basis
customers.
How do we measure success?
Measurement of Results:
Measure
the
usage
of
loyalty
cards
as
well
as
sales
in
the
mornings
before
and
after
the
launch
of
the
campaign.
A
comparison
of
these
factors
combined
will
allow
to
measure
if
the
brand’s
general
purchase
frequency
increased
after
the
communication
work.
Reasoning:
since
we
intend
to
increase
breakfast
regular-­‐basis
purchase
between
workers,
the
measuring
should
consider
the
specific
time
they
go
to
work
in
the
morning
as
well
as
how
frequently
they
choose
Dunkin
Donuts
as
their
main
breakfast
source.

2.
Who are we connecting with?
Target Consumer:
Regular
everyday
urban
officers
from
25-­‐55years
old
who
face
hard
and
long
journeys
of
work
in
order
to
provide
their
family
with
everything
they
need.
These
working
class
have
a
very
busy
and
fast
paced
lifestyle
that
does
not
allow
them
to
loose
time.
They
are
responsible
for
solving
economic,
job
and
family
problems
everyday.
They
do
solve
these
issues
with
a
lot
of
commitment
and
planning
because
all
they
truly
care
about
are
their
career
and
family
welfare.
Issue:
Most
of
the
regular
urban
workers
are
married
and
some
even
have
a
kids,
which
means
that
they
are
very
likely
to
have
breakfast
either
prepared
by
their
wives
or
themselves
at
the
comfort
of
home
with
the
family’s
company.
However,
mornings
at
home
can
be
very
messy
and
stressful.
Reasoning:
because
they
already
have
some
kind
of
breakfast
already
prepared
at
home,
these
urban
officers
simply
have
the
inclination
to
eat
this
meal
at
home.
In
their
heads
it
is
more
convenient
and
easy.
The
problem
is
that
mornings
at
home
can
be
a
very
stressing
way
to
start
the
day,
because
it
involves
kids
getting
ready
to
school,
family
problems
and
house
issues
that
are
pending
to
be
solved.
Insight:
Stress-­‐free
mornings
are
the
key
determining
point
on
these
workers’
productivity
and
mood
during
the
rest
of
the
day,
since
that’s
when
they
have
time
to
organize
their
minds
and
daily
duties.
Reasoning:
All
these
urban
workers
lack
is
a
clean
and
fresh
start
in
the
mornings
at
a
stress
free
and
peaceful
place
that
fuels
them
to
organize
their
ideas
and
endure
the
day
more
effectively.
Therefore,
stress
free
mornings
have
a
persona
effect
and
are
crucial
to
improve
his
life
quality
as
well
as
the
family’s
one.
Strategy:
Change
the
target
consumer
perception
towards
Dunkin
Donuts
from
the
“on
the
way”
coffee
shop
and
bakery
to
their
everyday
source
of
productivity.
Reasoning:
It
is
necessary
to
make
out
target
consumer
to
realize
that
the
brand
can
go
beyond
simply
offering
breakfast
options,
but
a
stress-­‐free
environment
that
allows
them
to
start
the
day
in
the
right
way
and
thus
have
a
better
mood
that
increases
productivity
during
the
entire
day.

3.
Organizing Idea:
Sweetening
your
mornings
Reasoning:
Dunkin
Donuts
provides
workers
not
only
with
energy
in
the
coffee
but
also
a
sweetening
way
to
start
the
tough
mornings
with
a
stress-­‐free
environment
and
sweet
bakery
options
to
help
you
get
through
the
day
in
a
more
productive
way.
Media Directions:
- Direct
mails
- Radio
- Social
Media
(Facebook
and
Dunkin
Donuts
App)
Reasoning:
These
officers
are
constantly
checking
their
emails
because
of
work-­‐related
information,
thus
being
an
effective
media
to
reach
the
target
consumer.
On
the
way
to
work
many
of
the
workers
listen
to
the
radio
in
order
to
get
updated
on
the
latest
news,
making
this
media
a
great
way
to
communicate
with
prospective
costumers.
Nowadays,
almost
everyone
checks
social
media
at
least
once
a
day,
the
reason
why
this
media
was
chosen
is
because
it
can
lead
to
immediate
action
–
such
as
redirecting
the
audience
to
Dunkin
Donuts
website
or
app
(where
they
find
more
information
about
promotions
and
loyalty
programs).