Dunkin' Donuts aims to increase regular customers among urban workers by 5% by the end of 2017. It will measure loyalty card usage and morning sales before and after a campaign. The target audience is regular working adults aged 25-55 who face stressful mornings. Dunkin' Donuts will position itself as providing a stress-free morning environment to boost productivity, with the organizing idea of "Sweetening your mornings." Direct mail, radio, and social media will be used to reach time-pressed urban workers.
Most of my experience is in sales but I have multiple skills involving accounting, design, and almost any customer service job. I am very outgoing, have positive energy and work well with others as well as alone.
The document outlines a digital activation strategy for launching a new product called Petite Blossom Collection. The strategy includes creating an online activity called "Our Blossom Story" that invites people to share stories about family members who rarely attend daily meals in order to win prizes. A microsite will be created to host video content, submission forms, and articles. Social media will be used to promote the activity and generate engagement. Forums, media partnerships, influencers and buzzers will also be leveraged to spread awareness of the new product launch and activity.
Allison Robards has a B.S. in Advertising and Public Relations and Studio Art with an emphasis in Graphic Design from the University of Southern Indiana. She has over 10 years of experience in marketing, visual merchandising, and brand management at GAP Inc. Her current role is Marketing Specialist at Nix Companies where she assists with marketing, sales, and administration. She also has experience in floral design, photography, graphic design, and mural painting.
The document proposes a communication strategy to reposition Nestle Alpino chocolate in the Indian market. It aims to carve out a new "affordable premium" chocolate segment and position Alpino as a medium to express feelings to loved ones non-verbally. The strategy involves portraying real stories of people unable to verbally convey emotions and using Alpino chocolate instead. The budget is 15 crore rupees and success will be measured by awareness, attitude change, share of heart, and market share. The campaign aims to help Nestle enter a new market segment while expanding Alpino's customer base.
The document provides a communication strategy for Nestle Alpino chocolate. It aims to reposition the brand from affordable premium chocolate to a medium used to express feelings to loved ones non-verbally. The strategy involves carving out a new affordable premium chocolate segment. It will position Nestle Alpino differently than market leader Ferrero Rocher by suggesting it can help convey feelings like love, apology and gratitude without words. The campaign's big idea, tagline, and advertising will reflect using the chocolate to communicate emotions. This is intended to expand the affordable premium chocolate market and increase Nestle Alpino's market share.
Mr. Kaushik Ghosh of Nai Chai Pvt Ltd wants to develop a new tea product with Mr. Nitesh Desai of a multinational marketing company. They created tea tablets that are easy to make and allow customers to customize their tea taste. The new product, called Tea-Cup, will be launched in Mumbai during Navratri festivals with kiosks set up at garba dance locations. The tea tablets will be marketed towards travelers, college students, and people with disabilities by positioning them as a convenient way to make tea anywhere, anytime with the same taste. An advertising campaign including newspaper, magazine, and banner ads is planned.
Most of my experience is in sales but I have multiple skills involving accounting, design, and almost any customer service job. I am very outgoing, have positive energy and work well with others as well as alone.
The document outlines a digital activation strategy for launching a new product called Petite Blossom Collection. The strategy includes creating an online activity called "Our Blossom Story" that invites people to share stories about family members who rarely attend daily meals in order to win prizes. A microsite will be created to host video content, submission forms, and articles. Social media will be used to promote the activity and generate engagement. Forums, media partnerships, influencers and buzzers will also be leveraged to spread awareness of the new product launch and activity.
Allison Robards has a B.S. in Advertising and Public Relations and Studio Art with an emphasis in Graphic Design from the University of Southern Indiana. She has over 10 years of experience in marketing, visual merchandising, and brand management at GAP Inc. Her current role is Marketing Specialist at Nix Companies where she assists with marketing, sales, and administration. She also has experience in floral design, photography, graphic design, and mural painting.
The document proposes a communication strategy to reposition Nestle Alpino chocolate in the Indian market. It aims to carve out a new "affordable premium" chocolate segment and position Alpino as a medium to express feelings to loved ones non-verbally. The strategy involves portraying real stories of people unable to verbally convey emotions and using Alpino chocolate instead. The budget is 15 crore rupees and success will be measured by awareness, attitude change, share of heart, and market share. The campaign aims to help Nestle enter a new market segment while expanding Alpino's customer base.
The document provides a communication strategy for Nestle Alpino chocolate. It aims to reposition the brand from affordable premium chocolate to a medium used to express feelings to loved ones non-verbally. The strategy involves carving out a new affordable premium chocolate segment. It will position Nestle Alpino differently than market leader Ferrero Rocher by suggesting it can help convey feelings like love, apology and gratitude without words. The campaign's big idea, tagline, and advertising will reflect using the chocolate to communicate emotions. This is intended to expand the affordable premium chocolate market and increase Nestle Alpino's market share.
Mr. Kaushik Ghosh of Nai Chai Pvt Ltd wants to develop a new tea product with Mr. Nitesh Desai of a multinational marketing company. They created tea tablets that are easy to make and allow customers to customize their tea taste. The new product, called Tea-Cup, will be launched in Mumbai during Navratri festivals with kiosks set up at garba dance locations. The tea tablets will be marketed towards travelers, college students, and people with disabilities by positioning them as a convenient way to make tea anywhere, anytime with the same taste. An advertising campaign including newspaper, magazine, and banner ads is planned.
Integration Marketing Communication Plan - Dunkin donutsNikhil Saraf
Dunkin Donuts focuses on providing quick, no-frills service and simplicity for its target demographic of working professionals and families aged 18-45. Its ideal customer enjoys the coffee and doughnut combination for an easy morning breakfast or snack. Dunkin Donuts appeals to customers who prefer convenience and routine over flashy marketing. The document then proposes repositioning Dunkin Donuts to focus on offering healthy but indulgent snacks for busy working parents and their families through a new product line of nut-topped doughnuts and a marketing campaign centered around the theme of "Going Nuts".
Dunkin Donuts has short term goals of increasing brand differentiation, awareness, and daytime customers. Long term, it aims to strengthen its international brand, globalize metrics, improve sustainability, and grow comparable sales annually. Its integrated marketing plan includes sales promotions like rewards for social media engagement. Advertising targets ages 16-40, emphasizing time management and health. Objectives are to remind customers and increase awareness, repeat purchases, and brand perception within set timeframes. Creative strategies position Dunkin Donuts as the top coffee competitor through recognizable advertising remaining true to providing quality coffee.
Dunkin' Brands Group is an American company that owns Dunkin' Donuts and Baskin-Robbins ice cream chains. It was founded in 1950 and is headquartered in Massachusetts. The company has over 1,100 employees and CEO Nigel Travis. It uses an online application and assessment process to recruit candidates, followed by video interviews and in-person interviews. It offers benefits like health insurance, paid time off, retirement plans, an employee assistance program, and discounts on its products.
The document provides details of a content marketing strategy for OmniPlate Café & Juice Parlor. It outlines goals and key performance indicators for content creation, consumption, and engagement across customer awareness, consideration, decision, and retention stages. Two buyer personas are described - Darren Ko, a 28-year old fitness enthusiast, and Kim Jae Young, a 38-year old health-conscious working mother. It also analyzes the blog content of two competitors - SaladStop and IndoChili - observing their posting frequency, images, calls-to-action, and estimated reader engagement. The strategy aims to increase social media followers, website views, member subscriptions and survey participation through blog posts, social media updates, ads
Running Head JANE’S SITUATIONAL ANALYSIS1.docxjeanettehully
Running Head: JANE’S SITUATIONAL ANALYSIS 1
Title: Jane’s Situational Analysis
Keisha Thomas
Tracy Foote
BUS 330 Principles to Marketing
August 19, 2019
Jane’s situational analysis
Jane’s is one of the leading companies in the world in the food production industry. It has over 40,000 retails in more than 200 countries (Atlanta, Scholarly Editions 2013). Its annual sales range from 35 Billion dollars.
Products and services offered
Jane’s company offers the following products and services to its customers. These products include milkshakes, yoghurts, sandwiches, burgers, bhanjias, beverages and many more types of foods. Its location offers these services during breakfasts, dinners, lunch hours and night hours. These make the company more competitive hence creating a competitive advantage compared to other companies offering the same products and services.
Brief History
The first restaurant was opened in the year 1930 by Jane’s and Peter. It brought about new techniques and innovations in the sector of the food industry. Jane's friends and relatives provided support to Jane's leading to the establishment of more branches. The second branch was opened in the year 1940, ten years after the first branch. In the year 1950 Jane’s Company was registered as a public company. Its first location internationally in the year 1953. The company has continued to grow since the year 1953.
Current competitors
Its largest competitors are the companies that produce sandwiches. Their way of making sandwiches is better compared to Jones Company. They use ingredients that are sweeter and more flavouring. But Jones Production Company is increasing and expanding its menu. It has put more measures in place to improve on its production of sandwiches. It has brought in experts to teach its chef on how to cook better sandwiches.
SWOT Analysis
This analysis is a strategic tool for planning that is used in assessing the company strengths, opportunities, weaknesses, threats and the company’s trend in its plan and projects (50MINUTES.COM. 2015).
Strengths
Equity in the Brand
Jane’s Company has over 40,000 locations, its high sales annually and high experiences in this sector have to lead to the development of a strong Jane’s brand in food production. It also has chefs who are very qualified in their professionals.
The cost of menus is not high
This inexpensive cost attracts more customers in the restaurant. This leads to a rise in its economy leading to a positive economic value.
The company have established various restaurants in different countries and locations
These make its customers get services and products anywhere they are. Their products are easily available to its consumers making it more prosperous in the food industry.
Jane’s food production produces the best bhanjias
The sweetest bhanjias are found in Jane’s restaurant. These attract more people even those who have never consumed bhanj ...
The marketing plan summarizes The Health Box Inc.'s strategy to promote its specially designed lunch boxes over the next 5 years. The lunch boxes are aimed at upper middle class parents with children ages 4-12 and are designed to make packing healthy, portion controlled meals easy. The plan outlines selling the $25 lunch boxes in stores and online, and sets sales targets of 30,000 units in year 1 growing to 100,000 units in year 5. A key strategy is TV and app ads, as well as promotions, to build brand awareness and demand among both children and parents.
The document proposes a new mobile app called Pantry that uses photo recognition technology to identify ingredients and provide recipe recommendations based on user preferences like taste, time, and dietary restrictions. It aims to reduce the stress of cooking by using ingredients users already own. The founders plan to target undergraduate and graduate students initially and expand to young professionals and families. They outline features, expenses, target audiences, partnerships, and risks of the proposed app.
Influencer Omnichannel Formula - Little Hometown.pptxMazen Kadous
This document discusses an influencer marketing strategy for a baby products company called Little Hometown. It identifies three key target audiences for Little Hometown's products: new parents, friends and family buying gifts, and local boutique retailers. It then recommends partnering with two influencers, @jennhallak and @jasminechiswell, who could highlight the quality, comfort, and practicality of Little Hometown's products for parents in their daily lives. The document proposes an initial $6,000 per month ad spend on TikTok managed by the consulting agency, as well as website optimizations, email marketing, and fractional CMO services for $1,500 per month plus 5% of revenue.
Young Marketers Elite 2 - Insight Activation Process - Mai bang - Huong GiangMai Bằng
This document outlines an insight activation process with 5 steps:
1) Gathering information from research methods like reports, interviews and observations.
2) Synthesizing the findings to extract insights and understandings.
3) Developing ideas and concepts from the insights.
4) Creating an objective and big idea for activation.
5) Developing an action plan to implement the concept and achieve the objective.
The document discusses how e-newsletters can be used to influence consumer behavior and gather insights from moms. It recommends segmenting newsletters by life stage, such as pregnant moms, young moms, and moms looking for ways to save money. Building consumer trust over time through relevant content is key. Gathering data from newsletters can help target marketing strategies and drive retail activation. Maintaining consumer trust and engaging moms directly are important factors for success.
ThisIsHome - Working out our new normalDavidMasson22
A fantastic resource from Thisishome.co.uk suggesting practical ideas designed to help tackle people and communication challenges during the lockdown.
as they evolve.
Persona Powered Content Strategy (Human Resource Professionals)Daniel Eizans
Learn how digital personas aids the recruiting, retention and marketing prowess for companies. This presentation discusses the contextual inquiry process, how to build personas for Human Resource professionals and the practical application to the career journey.
Hudsons Coffee is launching a new winter marketing campaign focused on busy professionals between 18-45 years old. ProXadvertz recommends strategies like an online ordering app for convenience, a 3 for 2 pricing promotion to encourage buying coffee for colleagues, and a mothers with children promotion offering free babycinos. The campaign will utilize newspapers, radio during peak hours, and television during morning and evening commutes to reach the target audience. The goal is to help busy professionals balance work and social lives with Hudsons Coffee.
This job posting is for an Operations Manager role at "I Say Organic", a company focused on sustainable and organic food production and delivery. The role involves managing inventory and supply planning to meet demand, overseeing daily operations like quality control and deliveries, and collaborating with marketing on promotions. The ideal candidate has 2-4 years of relevant experience in distribution, client services, or analytics, is highly organized, an effective communicator, and passionate about sustainable agriculture.
MealCast is an online meal planning tool that allows users to browse thousands of recipes from various websites and "pin" them to a calendar. As recipes are added to different days of the week, an automated grocery list is generated. This makes meal planning and grocery shopping easier. The tool is intended to help busy individuals and families plan meals and save time and money on grocery shopping.
The document proposes an app called Cook Easy that helps busy people easily make meals based on ingredients they already have at home. It aims to alleviate the problem of people having little time to cook or shop for groceries. The app would provide recipes and cooking times based on what users have in their fridge and cabinets. The goal is to make meal preparation simple for time-strapped users. Key aspects of the plan include designing a website and app, sharing videos and photos on social media, and targeting customers like busy parents and the elderly.
This document provides a marketing plan for Erin Baker's, a company that produces breakfast cookies and granola. Some key points:
- Erin Baker's was started in 1994 and now has 50 employees producing 6,500 cookies and 1,500 bags of granola per day.
- The marketing plan's objective is to collect data through surveys, analyze the data, and present results to prepare a marketing plan for the breakfast cookie.
- Survey results found that 53% of respondents had tried the breakfast cookie before. The target market prefers products that are healthy, convenient, and readily available.
- Opportunities for Erin Baker's include partnering with coffee distributors for distribution and increasing their
This document provides an overview of connections planning as a discipline. It begins by discussing how connections planning should integrate branding, business, analytics, digital, social and other areas but lacks widespread cultivation as a discipline. It then discusses the document author's experience and capabilities in consumer pattern recognition, transmedia strategy, content amplification, and new media adoption. Consumer pattern recognition is described as identifying attitudinal patterns among consumers to better communicate with prospects. Transmedia strategy discusses balancing experiences that drive brand commitment and product purchase. The document argues that connections planning can help design unified, relevant brand narratives and experiences across planning teams, media vendors, and other partners to maximize impact.
The World’s Biggest Breakfast was presented by Andrea Lee, Director, Marketing APMEA, McDonald’s Corporation
and Patrick Rona, President of Tribal Worldwide Asia Pacific & Chief Digital Officer of DDB Group Asia Pacific at #adtechasean
Bananas congress presentation slideshare 150615HAL
The document summarizes an Australian banana marketing campaign presentation. It discusses:
1. Looking back on the 21-year campaign and how it has established brand assets like memorable music and messaging about making bodies sing.
2. Research showing the campaign has reached over 82 million people via various media channels and increased banana sales volume and market share over the past 6 years.
3. The new campaign direction for 2015-2018 which aims to increase banana consumption frequency by positioning them as a convenient snack that provides purposeful energy, especially in the mid-morning, by targeting young families and 25-39 year olds.
Integration Marketing Communication Plan - Dunkin donutsNikhil Saraf
Dunkin Donuts focuses on providing quick, no-frills service and simplicity for its target demographic of working professionals and families aged 18-45. Its ideal customer enjoys the coffee and doughnut combination for an easy morning breakfast or snack. Dunkin Donuts appeals to customers who prefer convenience and routine over flashy marketing. The document then proposes repositioning Dunkin Donuts to focus on offering healthy but indulgent snacks for busy working parents and their families through a new product line of nut-topped doughnuts and a marketing campaign centered around the theme of "Going Nuts".
Dunkin Donuts has short term goals of increasing brand differentiation, awareness, and daytime customers. Long term, it aims to strengthen its international brand, globalize metrics, improve sustainability, and grow comparable sales annually. Its integrated marketing plan includes sales promotions like rewards for social media engagement. Advertising targets ages 16-40, emphasizing time management and health. Objectives are to remind customers and increase awareness, repeat purchases, and brand perception within set timeframes. Creative strategies position Dunkin Donuts as the top coffee competitor through recognizable advertising remaining true to providing quality coffee.
Dunkin' Brands Group is an American company that owns Dunkin' Donuts and Baskin-Robbins ice cream chains. It was founded in 1950 and is headquartered in Massachusetts. The company has over 1,100 employees and CEO Nigel Travis. It uses an online application and assessment process to recruit candidates, followed by video interviews and in-person interviews. It offers benefits like health insurance, paid time off, retirement plans, an employee assistance program, and discounts on its products.
The document provides details of a content marketing strategy for OmniPlate Café & Juice Parlor. It outlines goals and key performance indicators for content creation, consumption, and engagement across customer awareness, consideration, decision, and retention stages. Two buyer personas are described - Darren Ko, a 28-year old fitness enthusiast, and Kim Jae Young, a 38-year old health-conscious working mother. It also analyzes the blog content of two competitors - SaladStop and IndoChili - observing their posting frequency, images, calls-to-action, and estimated reader engagement. The strategy aims to increase social media followers, website views, member subscriptions and survey participation through blog posts, social media updates, ads
Running Head JANE’S SITUATIONAL ANALYSIS1.docxjeanettehully
Running Head: JANE’S SITUATIONAL ANALYSIS 1
Title: Jane’s Situational Analysis
Keisha Thomas
Tracy Foote
BUS 330 Principles to Marketing
August 19, 2019
Jane’s situational analysis
Jane’s is one of the leading companies in the world in the food production industry. It has over 40,000 retails in more than 200 countries (Atlanta, Scholarly Editions 2013). Its annual sales range from 35 Billion dollars.
Products and services offered
Jane’s company offers the following products and services to its customers. These products include milkshakes, yoghurts, sandwiches, burgers, bhanjias, beverages and many more types of foods. Its location offers these services during breakfasts, dinners, lunch hours and night hours. These make the company more competitive hence creating a competitive advantage compared to other companies offering the same products and services.
Brief History
The first restaurant was opened in the year 1930 by Jane’s and Peter. It brought about new techniques and innovations in the sector of the food industry. Jane's friends and relatives provided support to Jane's leading to the establishment of more branches. The second branch was opened in the year 1940, ten years after the first branch. In the year 1950 Jane’s Company was registered as a public company. Its first location internationally in the year 1953. The company has continued to grow since the year 1953.
Current competitors
Its largest competitors are the companies that produce sandwiches. Their way of making sandwiches is better compared to Jones Company. They use ingredients that are sweeter and more flavouring. But Jones Production Company is increasing and expanding its menu. It has put more measures in place to improve on its production of sandwiches. It has brought in experts to teach its chef on how to cook better sandwiches.
SWOT Analysis
This analysis is a strategic tool for planning that is used in assessing the company strengths, opportunities, weaknesses, threats and the company’s trend in its plan and projects (50MINUTES.COM. 2015).
Strengths
Equity in the Brand
Jane’s Company has over 40,000 locations, its high sales annually and high experiences in this sector have to lead to the development of a strong Jane’s brand in food production. It also has chefs who are very qualified in their professionals.
The cost of menus is not high
This inexpensive cost attracts more customers in the restaurant. This leads to a rise in its economy leading to a positive economic value.
The company have established various restaurants in different countries and locations
These make its customers get services and products anywhere they are. Their products are easily available to its consumers making it more prosperous in the food industry.
Jane’s food production produces the best bhanjias
The sweetest bhanjias are found in Jane’s restaurant. These attract more people even those who have never consumed bhanj ...
The marketing plan summarizes The Health Box Inc.'s strategy to promote its specially designed lunch boxes over the next 5 years. The lunch boxes are aimed at upper middle class parents with children ages 4-12 and are designed to make packing healthy, portion controlled meals easy. The plan outlines selling the $25 lunch boxes in stores and online, and sets sales targets of 30,000 units in year 1 growing to 100,000 units in year 5. A key strategy is TV and app ads, as well as promotions, to build brand awareness and demand among both children and parents.
The document proposes a new mobile app called Pantry that uses photo recognition technology to identify ingredients and provide recipe recommendations based on user preferences like taste, time, and dietary restrictions. It aims to reduce the stress of cooking by using ingredients users already own. The founders plan to target undergraduate and graduate students initially and expand to young professionals and families. They outline features, expenses, target audiences, partnerships, and risks of the proposed app.
Influencer Omnichannel Formula - Little Hometown.pptxMazen Kadous
This document discusses an influencer marketing strategy for a baby products company called Little Hometown. It identifies three key target audiences for Little Hometown's products: new parents, friends and family buying gifts, and local boutique retailers. It then recommends partnering with two influencers, @jennhallak and @jasminechiswell, who could highlight the quality, comfort, and practicality of Little Hometown's products for parents in their daily lives. The document proposes an initial $6,000 per month ad spend on TikTok managed by the consulting agency, as well as website optimizations, email marketing, and fractional CMO services for $1,500 per month plus 5% of revenue.
Young Marketers Elite 2 - Insight Activation Process - Mai bang - Huong GiangMai Bằng
This document outlines an insight activation process with 5 steps:
1) Gathering information from research methods like reports, interviews and observations.
2) Synthesizing the findings to extract insights and understandings.
3) Developing ideas and concepts from the insights.
4) Creating an objective and big idea for activation.
5) Developing an action plan to implement the concept and achieve the objective.
The document discusses how e-newsletters can be used to influence consumer behavior and gather insights from moms. It recommends segmenting newsletters by life stage, such as pregnant moms, young moms, and moms looking for ways to save money. Building consumer trust over time through relevant content is key. Gathering data from newsletters can help target marketing strategies and drive retail activation. Maintaining consumer trust and engaging moms directly are important factors for success.
ThisIsHome - Working out our new normalDavidMasson22
A fantastic resource from Thisishome.co.uk suggesting practical ideas designed to help tackle people and communication challenges during the lockdown.
as they evolve.
Persona Powered Content Strategy (Human Resource Professionals)Daniel Eizans
Learn how digital personas aids the recruiting, retention and marketing prowess for companies. This presentation discusses the contextual inquiry process, how to build personas for Human Resource professionals and the practical application to the career journey.
Hudsons Coffee is launching a new winter marketing campaign focused on busy professionals between 18-45 years old. ProXadvertz recommends strategies like an online ordering app for convenience, a 3 for 2 pricing promotion to encourage buying coffee for colleagues, and a mothers with children promotion offering free babycinos. The campaign will utilize newspapers, radio during peak hours, and television during morning and evening commutes to reach the target audience. The goal is to help busy professionals balance work and social lives with Hudsons Coffee.
This job posting is for an Operations Manager role at "I Say Organic", a company focused on sustainable and organic food production and delivery. The role involves managing inventory and supply planning to meet demand, overseeing daily operations like quality control and deliveries, and collaborating with marketing on promotions. The ideal candidate has 2-4 years of relevant experience in distribution, client services, or analytics, is highly organized, an effective communicator, and passionate about sustainable agriculture.
MealCast is an online meal planning tool that allows users to browse thousands of recipes from various websites and "pin" them to a calendar. As recipes are added to different days of the week, an automated grocery list is generated. This makes meal planning and grocery shopping easier. The tool is intended to help busy individuals and families plan meals and save time and money on grocery shopping.
The document proposes an app called Cook Easy that helps busy people easily make meals based on ingredients they already have at home. It aims to alleviate the problem of people having little time to cook or shop for groceries. The app would provide recipes and cooking times based on what users have in their fridge and cabinets. The goal is to make meal preparation simple for time-strapped users. Key aspects of the plan include designing a website and app, sharing videos and photos on social media, and targeting customers like busy parents and the elderly.
This document provides a marketing plan for Erin Baker's, a company that produces breakfast cookies and granola. Some key points:
- Erin Baker's was started in 1994 and now has 50 employees producing 6,500 cookies and 1,500 bags of granola per day.
- The marketing plan's objective is to collect data through surveys, analyze the data, and present results to prepare a marketing plan for the breakfast cookie.
- Survey results found that 53% of respondents had tried the breakfast cookie before. The target market prefers products that are healthy, convenient, and readily available.
- Opportunities for Erin Baker's include partnering with coffee distributors for distribution and increasing their
This document provides an overview of connections planning as a discipline. It begins by discussing how connections planning should integrate branding, business, analytics, digital, social and other areas but lacks widespread cultivation as a discipline. It then discusses the document author's experience and capabilities in consumer pattern recognition, transmedia strategy, content amplification, and new media adoption. Consumer pattern recognition is described as identifying attitudinal patterns among consumers to better communicate with prospects. Transmedia strategy discusses balancing experiences that drive brand commitment and product purchase. The document argues that connections planning can help design unified, relevant brand narratives and experiences across planning teams, media vendors, and other partners to maximize impact.
The World’s Biggest Breakfast was presented by Andrea Lee, Director, Marketing APMEA, McDonald’s Corporation
and Patrick Rona, President of Tribal Worldwide Asia Pacific & Chief Digital Officer of DDB Group Asia Pacific at #adtechasean
Bananas congress presentation slideshare 150615HAL
The document summarizes an Australian banana marketing campaign presentation. It discusses:
1. Looking back on the 21-year campaign and how it has established brand assets like memorable music and messaging about making bodies sing.
2. Research showing the campaign has reached over 82 million people via various media channels and increased banana sales volume and market share over the past 6 years.
3. The new campaign direction for 2015-2018 which aims to increase banana consumption frequency by positioning them as a convenient snack that provides purposeful energy, especially in the mid-morning, by targeting young families and 25-39 year olds.
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).