Starbucks bottled coffee is everywhere. How about Dunkin'? The project introduces the comprehensive market research and the omni-channel marketing strategies for Dunkin'-to-go, a new and exciting ready-to-drink coffee product. The project was conducted in 2015, one year before Dunkin' Donut published their launch of the ready-to-go coffee product line.
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Dunkin’ To Go Marketing Plan
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Professor Ehrlich | IMC
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2015 marks the 65th
anniversary of a small
donut and coffee shop from Quincy,
Massachusetts becoming a worldwide
success story. With 11,000 shops, Dunkin’
Donuts has far succeed its small town
roots to become a global brand
superpower. Even with the success of
Starbucks, Dunkin’ Donuts remains
powerful force in the retail coffee and
franchise arena. Dunkin’ Donuts has
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worked hard to position themselves as the
company that keeps America running
with their convenient, affordable,
consistent and outright delicious foods
and drinks. With the frontier open,
Dunkin’ is looking to expand their empire
by entering a new and exciting product
category. Meet Dunkin’ To Go. With your
help, we can bring a new product to a
new generation.
Powerful Strategies. Defined Tactics.
Our Famous Iced
Coffee Reborn…
Meet the
Dunkin’ To Go
Marketing
Team:
• Amalba!!Kola!
• Ariel!!Tang!
• John!C.!Mazur!
• Nora!Chen!
• Linh!Pham!
For the first time, Dunkin’
Donuts Brand Group, Inc. sees
their legendary iced coffee go
portable for a whole new
generation and audience.
Inside the Plan
Executive Summary
Situation Analysis
Defined Objectives
Consumer Insights
Marketing Strategies
Marketing Action Plan
Creative Direction
Financial Projections
Controls and Metrics
Notes & Assumptions
#Runwithdunkin
12.14.15