Dunkin Donuts is an International Doughnut and Coffee Retailer Founded in 1950 in Quincy, Massachusetts by William Rosenberg.
This Presentation will tell us the journey From a Small Donuts Retailer in 1950 and How he Become the Global brand.
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3. INTRODUCTION
DUNKIN DONUTS IS AN
INTERNATIONAL DOUGHNUT
AND COFFEE RETAILER
FOUNDED IN 1950 IN QUINCY,
MASSACHUSETTS BY WILLIAM
ROSENBERG. IT IS NOW
HEADQUARTERED IN CANTON.
DESPITE ORIGINALLY FOCUSING
ON DONUTS AND OTHER
BAKED GOODS, OVER HALF A
DUNKIN DONUT BUSINESS
TODAY IS IN COFFEE.
4. MISSION
TO BE THE LEADING PROVIDER OF THE WIDE RANGE
DELICIOUS BEVERAGES & BAKED PRODUCT AROUND THE
KINGDOM IN A CONVENIENT, RELAXED, FRIENDLY
ENVIRONMENT, THAT INSURES THE HIGHEST LEVEL OF
QUALITY PRODUCT AND BEST VALUE FOR MONEY.
5. VISION
TO BE ALWAYS THE DESIRED PLACE FOR
GREAT COFFEE BEVERAGES AND DELICIOUS
COMPLEMENTARY DONUTS & BAKERY
PRODUCTS TO ENJOY WITH FAMILY AND
FRIENDS.
6. ABOUT
AMERICAN GLOBAL DOUGHNUT COMPANY AND
COFFEEHOUSE CHAIN
BASED ON CANTON, MASSACHUSETTS
SUBSIDIARY OF DUNKIN’ BRANDS
12000 RESTAURANTS IN 37 COUNTRIES
CHAIRMAN AND SCO- NIGEL TRAVIS
CFO- PAUL CARBONE
online.dunkindonuts.com
10. `
JUDGEMENTS:
HIGH ON QUALITY,
LEADER IN DONUTS
FEELINGS:
EXCITEMENT,
FUN,
SWEET TOOTH
PERFORMANCE:
TASTY VARIANTS OF DONUTS
LITTLE HIGH ON PRICE,
COLOURFUL STYLE
IMAGERY:
DONUT PLACE,
ON THE GO,
QUICK COFFEE,
BUSY PEOPLE – OFFICE
GOING
SALIENCE: DONUT, COFFEE, MORNING BREAKFAST, QUICK SERVICE
RESONANCE:
ENGAGEMENT,
LOYALTY,
WORD OF MOUTH,
COMMUNITY
16. DD CARD
• FROM ON-THE-GO ORDERING TO DD
PERK OFFERS, THEY HAVE PROVIDED
CONSUMERS ANOTHER LEVEL OF
CONVENIENCE AND SPEED.
• TREND AWARENESS AND VISIONARY
MARKETING SKILLS WHICH MAKE THEN
CONSISTENT IN THE MARKET.
• THE CUSTOMER WILL BE CHARGED THE
FACE VALUE OF THE DD CARD, THE
$2.00 FEE, AND SHIPPING. E-GIFT
CARDS ARE SENT VIA EMAIL.
17. BRAND ARCHITECTURE
DUNKIN’ DONUTS IS
CORPORATE BRAND FOR
PARENT COMPANY DUE
TO WORD ‘DUNKIN’
AND FONT STYLE, TYPE
HOUSE OF BRANDS:
• BASKIN ROBBINS
• DUNKIN’ DONUTS
21. Confront
reality
Differentiate
or die
Be agile
“Hope is not a strategy,” “How do you turn that
spotlight back on yourself? Ask yourself what’s
working, what’s not and how do I change.”
“Brand differentiation may be the biggest separators of
winners and losers,” “Strong brands have a clear point of
differentiation and brand purpose. Our POD is, we’re
here to help everyday folks to get running in the morning
and keep running all day long.
“Consumers expect brands to be listening,”. The launch of
the #mydunkincoffee campaign changed how it engaged
with its consumers. It scoured social posts, tracked down
the posters and converted those posts into advertising.
BRAND BUILDING STRATEGY
22. Innovate
Build a
great
team
Leverage
Big data
“Don’t be afraid to take risks,”. “Create an environment
where your team isn’t afraid to try new things. We tried
40 new products and used social to launch new products
in new and unexpected ways to engage fans.”
“It’s a tool, but not a strategy”. “It should supplement your
judgment, not replace it”
“Are you surrounding yourself with people who are
smarter and better than yourself?” he asks. “Great
people accomplish great things,” Costello says.
BRAND BUILDING STRATEGY
24. 1948
1948
THE DUNKIN DONUTS ORIGINALLY
FOUND IN 1948 BY WILLIAM
ROSENBERG AS “OPEN KETTLE” IN
QUINCY, MASSACHUSETTS. IT WAS
OPENED AS A DONUT AND COFFEE
RESTAURANT.
30. 2006
2006
OVER THE YEARS, DUNKIN’
DONUTS HAS GONE THROUGH THE
NUMBER OF SLOGANS, BUT THEIR
MOST SUCCESSFUL TO DATE IS THE
CURRENT ONE: AMERICA RUNS ON
DUNKIN.
31. 2012
2012
WITH ALL THEIR SUCCESS AND
INFLUX OF TECHNOLOGY, DUNKIN’S
FIRST MOBILE APPLICATION WAS
CREATED. IT IS COLORFUL AND
VERY BUSY APPLICATION.
32. 2014
2014
AFTER ALMOST 70 YEARS IN THE
BUSINESS, DUNKIN’ DONUTS HAS
GROWN TO HAVE 11,000
RESTAURANTS IN 33 COUNTRIES
AND HAVE OVER 1,000 ITEMS OVER
THEIR MENU. THEY ARE OWNED BY
DUNKIN’ BRANDS INC., WHO ALSO
OWNS BASKIN ROBBINS
33. BRAND TAGLINES
• SOUNDS GOOD, TASTES EVEN BETTER
• ONLY AT DUNKIN’ DONUTS (1950–MARCH 31, 1991)
• THE PLACE FOR DONUTS AND COFFEE (1950-91)
• AMERICA’S FAVORITE DONUTS AND COFFEE SHOP (1950-65)
• AMERICA’S DUNKIN’ (1973-76)
• IT’S WORTH A TRIP (1979-90, 1997,99)
• TIME TO MAKE THE DONUTS (1979-97)
• SOMETHING FRESH IS ALWAYS BREWIN’ HERE (1997-98)
34. BRAND TAGLINES
• LOOSEN UP A LITTLE (2000)
• ONE TASTE AND YOU’LL UNDERSTAND (2001)
• JUST THE THING (2002-2004)
BRING YOURSELF BACK (2004-2006)
• GETS YOU RUNNIN’ (2007)
• AMERICA RUNS ON DUNKIN’ (PRESENT)
37. BRAND PACKAGING
THE PACKAGING PROVIDED:
•30% RECYCLED CONTENT
•35% COMPOSTABLE
•30% BIODEGRADABLE
THE PACKAGING IS DONE IN A GABLE
BOX
NEW PACKAGING:
INTRODUCED IN 2019
WHICH INCLUDES:
• COLORFUL CUPS
• DONUT BOXES
• MUNCHKINS DONUT
HOLE TREAT BOXES
• BOX O' JOE
38. CONTROVERSIES
DUNKIN’ DONUTS CRITICIZED
FOR “RACIST” AD CAMPAIGN
DUNKIN’ DONUTS FRANCHISE IN THAILAND
LAUNCHED A CAMPAIGN EARLIER THIS
MONTH FOR ITS NEW “CHARCOAL DONUT”
FEATURING THE IMAGE
‘BREAK EVERY RULE OF DELICIOUSNESS’
39. CONTROVERSIES
DUNKIN’ DONUTS CRITICIZED
FOR “RACIST” AGAIN:
A POST WHERE THE GM OFFERING
CUSTOMERS A REWARD FOR
REPORTING EMPLOYEES WHO
SHOUTING IN LANGUAGE OTHER
THAN ENGLISH
40. SOCIAL MEDIA MARKETING
IT’S NOT JUST TIME TO MAKE THE DONUTS
IT’S TIME TO GO SOCIAL.
DUNKIN STARTED YOUTUBE IN 2012 BECAUSE FUNNY VIDEOS INVOLVING
SPORT STARS OR OTHER CELEBRITIES WHO ARE POPULAR, CHEERFUL
ATTRACT MORE AUDIENCE AND WHAT IS THE MOST IMPORTANT IS –
REFLECT IN THE IDEA OF YOUR PRODUCT!
IN LATE 2008 DUNKIN
DONUTS STARTED
FACEBOOK AND TWITTER
SINCE IT APPEARED ON
SOCIAL MEDIA IT IS
DONG PHENOMENAL
WORK.
42. DUNKIN GIVES YOU ANOTHER
REASON TO FIGHT OVER
GIVE YOUR SIBLING-RIVALRY A SWEET
TWIST with #DunkinIndia
BRAND CREATIVES-2019
43. WHEN DUNKIN MEETS SACRED
GAMES
#BALIDAANDENAHOGA
BRAND CREATIVES-2019
44. PREPARE YOURSELF FOR THE ONSET OF
THE GREAT WAR.
WHO DO YOU THINK WILL TAKE THE
THRONE? #GAMEOFTHRONES
BRAND CREATIVES-2019
45. FOR A FESTIVAL SO PURE, YOU CAN
TOTALLY RELY ON 100% EGGLESS DONUTS!
WHATEVER YOU WANT, WE'VE GOT IT ALL
THIS NAVRATRI #DUNKININDIA
BRAND CREATIVES-2019
46. BRAND CREATIVES-2018
FROM HAPPILY UNMARRIED
TO HAPPILY MARRIED,
CELEBRATE THE SWEET BOND
OF LOVE AND FRIENDSHIP
WITH DUNKIN’ DONUTS.
#DUNKININDIA #DEEPVEER
47. AS YOU ENJOY OUR LIP
SMACKING DONUTS, TELL US
WHICH COUNTRY WILL BE THE
FIRST TO GET THE SWEET
TASTE OF VICTORY?
#FIFAWORLDCUP #FIFA2018
BRAND CREATIVES-2018
48. REMINISCE THE BEAUTIFUL JOURNEY
OF YOUR SCHOOL LIFE FULL OF FUNNY
STORIES, BORING LECTURES, ODD
PUNISHMENTS, PARENT-TEACHER
MEETING. THIS #TEACHERSDAY, THANK
YOUR FAVOURITE TEACHER WITH A
DONUT DELIGHT. #DUNKININDIA
BRAND CREATIVES-2018
50. WHY DUNKIN’ WENT WRONG IN
INDIA
• BEING KNOWN FOR DONUTS, COMPANY
DOWNGRADED IT’S CORE SERVINGS-
DONUTS & COFFEE (FOCUS)
• DUNKIN’ ENTERED WITH TYPICAL
BREAKFAST STRATEGY BUT INDIANS DO
NOT FOLLOW AMERICAN MORNING
ROUTINE.
• INDIANS DO NOT BELIEVE IN ON THE GO
BREAKFAST
• DONUT CONSIDERED AS A DESERT
(IMPULSE PURCHASE)
• HIGHER OPERATIONAL COST
51. EVENTS & CAMPAIGN
2019
“WHERE THERE’S HOCKEY, THERE’S DUNKIN’.
IN THE CAMPAIGN, “PASTA,” WHISTLED FOR
TRIPPING, IS FORTUNATELY ABLE TO USE HIS TWO
MINUTES OFF THE ICE TO REFUEL WITH AN ICY
DUNKIN’ COLD BREW COFFEE COLD BREW COFFEE
52. EVENTS & CAMPAIGN
2019- KARAOKE AND COFFEE: GROUP
SINGS THE HITS AT DUNKIN’ DONUTS
KAREOKE
BOOTH
53. EVENTS & CAMPAIGNS
2019-
Dunkin Pumpkin Carver Campaign +
Advertisement
This Pumpkin Carver campaign
connects the Dunkin’ brand to early
mornings, hard work and game time.
Using the slogan “Brewed for this” to
encapsulate the satisfaction of their
video’s characters.
PUMPKIN
CARVER
54. EVENTS & CAMPAIGNS
2018- Dunkin’ Donuts Bottled Iced
Coffee became the hero of the
summer solstice on June 21, keeping
fans nationwide running with coffee
refreshment on the longest day of
the year.
“EMERGENCY BOTTLE SERVICE”
56. EVENTS & CAMPAIGN
2017-
DUNKIN’ LOVE CAMPAIGN (DIGITAL CAMPAIGN)
TARGETED YOUNG PROFESSIONALS AND
TEENAGERS THROUGH DIGITAL CAMPAIGN–
‘DUNKIN IN LOVE.’ FOR VALENTINE’S DAY.
57. EVENTS & CAMPAIGN
2013- (DIGITAL CONTEST/ CAMPAIGN)
ADVERTISING CAMPAIGN- #mydunkin
A CONTEST TO DEMONSTRATE PASSION FOR
DUNKIN’ COFFEE. DUNKIN’ CALLED THOUSANDS
OF POSTS ON FB/ TWITTER
BEST SIX TO COME UP ON TV COMMERCIAL
58. EVENTS & CAMPAIGN
2012-
The Coffee Aroma Campaign (sensory
marketing)
SOUTH KOREA COMMUTORS COULD
EXPERIENCE THE AROMA OF COFFEE ON
THEIR WAY TO OFFICE, INSTALLED IN
SEOUL BUSSES THAT TRIGGERS
THROUGH FLAVOR RADIO JINGLE
59. DUMP IN’ WITH DUNKIN’- CSR
DUNKIN’ DONUT COFFEE MUG
SHAPED TRASH CANS WITH
THE SHAPE OF DONUT ON THE
TOP IN MALAYASIA TO SPREAD
AWARENESS ON LITTERING
#dumpinwithdunkin
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