The document provides an integrated marketing plan for Dunkin' Donuts to target 18-24 year olds in 2015. The plan includes 3 phases: brand awareness, brand interaction, and staying productive. Phase 1 uses augmented reality, a microsite, and a Hulu commercial. Phase 2 utilizes location-based social networks and check-in programs. Phase 3 focuses on in-store promotions and stickers. Metrics include online engagement, mobile app usage, and sales. The strategy aims to grow sales, build awareness, adapt to trends, and retain/attract new customers among the target demographic.

2. Minds Behind It All

4. Agency Philosophy
We live in a time where it is vital to prepare for the future. We
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company’s advertising needs. We will not only work to take
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As your agency, we unite as one. Your problem is our problem.
Your success is our success. Your future is our future.
And we FORESEE a good one!

5. Agenda

7. Assignment
Building upon the projected 2015 trends in the marketplace,
to create a fully integrated marketing plan that keeps
18-24 year olds Running on Dunkin’ in the year 2015.

9. Company Overview
• Founded in 1950 in Quincy, Massachusetts,
by William Rosenberg
• 8,800 stores worldwide, 6,400 of those in the U.S.
• Dunkin’ Donuts is the world’s largest coffee and baked
goods chain
• Dunkin’ Donuts sells 52 variety of donuts, over a dozen
coffee beverages, and other baked goods
• Dunkin’ Donuts is one of the few companies positioned
between the food and beverage markets.

11. CATEGORY COMPETITION
RESEARCH TARGET
AND INSIGHTS

13. Coffee Industry

14. Coffee Industry

19. Brand Background Social Media Website Sharing Web
• First opened in 1971 Content
Focus on the companies green
• Over 15,000 stores in 50 countries initiative and product offerings. Has
links to social media pages.
• Premier roaster/ retailer of coffee
in the world
• Founded in 1955 Leading global Focus on their McCafe and has
food service retailer links to social media pages.
• Founded in 1964 500 locations in Focus on their always fresh coffee
the US Largest QSR chain in Canada and new menu offerings. Has links
to social media pages.
• Founded in 1954 Over 12,100 Focus on their food offerings and
locations in 74 countries Nations #2 current BK promotions. Has videos
burger chain shorts of the King.
• Opened in 1992 415 stores in 16 Info on the companies coffee and
states and 80 franchise locations tea drinks and other product
worldwide 2nd largest specialty offerings. Has links to social media
coffee retailer in the US sites.

20. Biggest Competition
Coffee Houses & Bakeries
Biggest Competition
Quick Serve Restaurants

21. “Starbucks aims to promote their brand and the coffee experience to foster
human connections—which is what Starbucks advertising is all about.”

22. “The Simple Joy in Life”

26. Generation Y
•Born between 1979 and 1997 •Impatient/attention strapped •88% of 18-29 year old are online
•113 million •Strong viewed •70% use the Internet daily
•37% of current population •Music oriented •Majority of time online is for
•$629 billion buying power •Generation of activists entertainment purposes
•Most racially diverse generation •Multi-taskers •17 million Facebook users
•39% of 18-24 year olds in college •GREEN (53% buy green products) •37% on Twitter
•54% live in suburbs •Comparison shopper •Most likely to watch TV programs
online (11%)

27. “They grew up on the Internet…”

32. SOURCES TECHNOLOGY
TRENDS
SOLUTIONS PRIMARY
RESEARCH

36. Five years ago, the mobile landscape
was in many ways, a world apart
from where we are now.
The Sidekick RAZR was on its
way to breaking sales
records worldwide
The Sidekick II was
Paris Hilton’s best friend
the Blackberry was still
all about business

37. “Five years ago,
YouTube was just getting
started, myspace was the
most popular website in the
U.S., and Facebook was still
limited to college and
high-school students.
”

38. The Future of Technology
FLEXIBLE
SCREENS
AUGMENTED
REALITY
IN-HOME 3D

39. Millenials and Technology

40. Millenials and Technology

42. Journal Research
Three students in summer school
were asked to write down their
coffee consumption habits over
the course of the summer.

43. Florida A&M University
Undergrad Student
Female, 19

44. University of Texas
Student
Male, 23

45. University of Arkansas
Law School Student
Female, 24

46. Survey
Purpose:
• Understand the coffee consumption
habits of 18-24 year olds
• Learn coffee preferences of our target
audience
• Learn brand interaction preferences of
our target audience
91 respondents
Respondents well represented all parts
of the country

47. Drink Choice Changes from Season to Season
During what time of year do you drink hot & iced coffee?
Percent of Respondents

48. Coffee Consumption Primarily Mid-Day
During what time of day do you drink coffee?
9am-12pm 12pm-5pm
5pm-9pm
9pm-12am
5am-9am
12am-5pm

49. Incentives are Important
“LOYALTY PROGRAMS AND OFFERING SPECIALS OF THE WEEK.”
“FREE ICED COFFEE DAY. IT’S THE BEST. ITS ACTUALLY LIKE A COMMUNITY EXPERIENCE.”
“FREQUENT PURCHASE CARD.”
“BUY ONE GET ONE FREE.”

50. Drinking coffee is school related
“Graduate school”
“School work”
“School, work, enjoying it more”
“Only need it during school”
“I need more coffee to survive a long day”

51. Findings
• Coffee is the student’s aid in school
• Students are looking to be rewarded for their purchases
• Students drink coffee to get them through ONE task, not to get them through
the entire day
• 2015 will be all about mobile – commerce, communication,
brand interaction
• Generation Y is the on-demand generation; everything at their fingertips
• Media needs to be loud, succinct, and interactive

53. STRATEGY TACTICS
LOGISTICS MEDIA

57. Why this works for the target…
HIGHLY EDUCATED
FAST-FORWARD THINKING
BUSY
TECH SAVVY

59. Meter

61. Assignment Goals
1. Growing sales
2. Awareness
3. Adapting to 2015
4. Retaining core consumers and
attracting new ones

62. Plan Overview

63. PHASE 1:
Brand Awareness

74. Augmented Reality

75. Microsite

81. PHASE 2:
Brand Interaction
May

82. Markets
BOSTON
CHICAGO
MIAMI
AUSTIN

83. Location-Based Social Networks

84. Check-In Program

90. Point Distribution
• Check-in to class – 1 pt.
• Check-in to library – 1 pt.
• Social check-in with 20+ people on campus – 2 pt.
• Check-in to Dunkin’ – double pts. for the day
Finals Frenzy
• Up rewards
• 3 pts. For a library check-in
• 4 pts. For a study group check-in

91. Leveled Badges

92. PHASE 3:
Staying ProDUNKtive
June July

94. BOSTON CHICAGO MIAMI AUSTIN
JUNE 1 JUNE 15 JUNE 30 JULY 15

97. How our strategy accomplishes our
assignment goals?

99. SCHEDULE MEASUREMENT
FORESEE BUDGET

101. TACTIC AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUN JUL
Hulu Commercial
Twitter
Microsite
Augmented Reality Banner
Augmented Reality Flyers
Location Based Flyers
On-Campus Display
Campus Display
Location-Based Program
In-Store Displays
Guerilla: Bus Stops
Guerilla: Painted Road
Key: orange-National pink-Local Market

103. Metrics
Online Mobile Overall
•Total Site Visits •Number of individuals •Number of augmented
using the check in reality coupons
•Total Unique Site Visits program redeemed
•Average Daily Site Visits
•Number of Retweets/ •Number of badges •Sales of coffee
Hashtags throughout 12 months
claimed
•Followers on Twitter pre-
campaign vs. post-
campaign •Number of deals
redeemed

105. Budget Breakdown
Microsite $ 50,000
Augmented Reality- Design $ 50,000
Augmented Reality- Flyers $ 15,000
Commercial-Production and Post $ 400,000
Online Media Buy $ 200,000
Check- In Program- Licensing $ 25,000
Check- In Program- Flyers $ 12,000
In Store Stickers- Spring $ 8,000
Bus Stop Takeovers $ 40,000
Street Painting $ 50,000
In Store Stickers- Summer $ 100,000
Total $ 950,000
Overrun Cushion $ 50,000

106. Budget

107. Media Trend Forecast
$30,000
$22,500
Digital Magazin
In
Millions
of
$
Spent
Outdoor
$15,000
$7,500
$0

113. Appendix Information
Coffee Industry:
Slide 13:
http://smrb.com/web/guest/american-coffee-drinkers
http://www.marketforce.com/2010/07/market-force-coffee-and-snack-chain-study/
Slide 14:
http://www.ncausa.org/i4a/pages/index.cfm?pageID=684
Slide 15:
http://findarticles.com/p/articles/mi_m3190/is_20_43/ai_n31977382/
Competitive:
Slide 17:
http://www.timhortons.com/ca/en/index.html
http://www.cariboucoffee.com/
http://www.bk.com/
http://www.seriouseats.com/2010/06/iced-coffee-roundup---mcdonalds-starbucks-and.html
Slide 18:
http://www.bnet.com/blog/food/starbucks-dunkin-donuts-mcdonalds-coffee-rivals-fight-breakfast-war/432?tag=mantle_skin;content
Hoovers.com
Starbucks:
Slide 19:
http://seattletimes.nwsource.com/html/coffeecity/2011594096_starbucks_among_first_to_buy_a.html
http://mashable.com/2010/03/11/foursquare-starbucks/
www.starbucks.com
http://adage.com/article?article_id=143747
Hoovers.com

114. Appendix Information
McDonalds:
Slide 20:
http://adage.com/article?article_id=144703
http://adage.com/article?article_id=144873
http://www.mobilemarketer.com/cms/news/advertising/5939.html
http://www.boston.com/business/articles/2009/06/18/mcdonalds_gains_ground_on_coffee_rivals_dunkin_starbucks/
Generation Y:
Slide 24:
http://pewresearch.org/millennials/
http://retailtrafficmag.com/retailing/trends/generation_y_favorite_retailers/
http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/us_consulting_hc_GenerationY_Snapshot_041509.pdf
http://sparxoo.com/2009/03/23/top-5-gen-y-mindsets/
http://www.istrategylabs.com/2009/01/2009-facebook-demographics-and-statistics-report-276-growth-in-35-54-year-old-users/
http://sparxoo.com/2010/02/26/examining-generation-y-stats-demographics-segments-predictions/
http://www.scribd.com/doc/2607132/GENERATION-Y-THE-MILLENNIALS
http://www.us.am.joneslanglasalle.com/Lists/ExpertiseInAction/Attachments/256/JLL-Boomers-Millennials.pdf
Slide 25:
Mintel-Attitudes Towards Traditional Media Advertising and Promotional Marketing (August 2009)

115. Appendix Information
Coffee Market:
Food and Beverage Industry Trends to Watch in 2010 – By Diane Toops, News and Trends Editor – 11/23/2009
http://www.foodprocessing.com/articles/2009/decembertoops.html
More Food and Beverage Industry Trends to Watch in 2010 - By Diane Toops, News & Trends Editor | 01/04/2010
http://www.foodprocessing.com/articles/2010/januarytoops.html
Is This the Future of Coffee? [2010-07-02
http://www.qsrmagazine.com/articles/news/story.phtml?id=11268&microsite=food_beverage
The American Consumer 2015 – July 2009
http://www.qsrmagazine.com/articles/features/130/consumer2015-1.phtml
College Students Annoyed By Mobile Ads – June 28, 2010
http://totalaccess.emarketer.com/Article.aspx?R=1007771
Specialty Coffee Market Getting Hotter – http://www.msnbc.msn.com/id/8841941/

116. Appendix Information
Social Media:
Slide 34
http://mashable.com/2010/07/27/last-5-years-mobile
Slide 35
http://mashable.com/2010/07/20/last-5-years-social-media/
Slide 37
http://www.flowtown.com/blog/who-are-the-millennials
http://blog.hubspot.com/blog/tabid/6307/bid/6258/11-Mind-Blowing-Mobile-Marketing-Infographics.aspx
Brightkite Takes Branded Badges To The Next Level - http://mashable.com/2010/07/21/brightkite-badges/
SCVNGR Creates a Radical New Way To Check-In With Friends - http://mashable.com/2010/07/20/scvngr-social-checkin/
http://socialmention.com/
Microsite:
Slide 61 - 68
http://ask.enquiro.com/2008/seo-benefits-of-using-microsites/
http://www.articlesbase.com/marketing-articles/using-microsites-for-highly-focused-internet-marketing-806996.html
http://www.evancarmichael.com/Women-Entrepreneurs/3023/How-to-Create-an-Effective-Microsite.html
Augmented Reality:
http://www.howstuffworks.com/augmented-reality.htm
http://mashable.com/2009/12/05/augmented-reality-iphone/
http://www.guardian.co.uk/technology/2010/mar/21/augmented-reality-iphone-advertising
http://www.bannerblog.com.au/news/2009/06/35_awesome_augmented_reality_examples.php
http://blog.thoughtpick.com/2010/04/augmented-reality-campaigns-learn-social-media-by-example.html
Hulu:
Slide 74-77
http://www.hulu.com/about/advertising/adexperience
http://www.hulu.com/about/advertising/casestudies
http://www.hulu.com/about/advertising/adspecs

117. Appendix Information
General
Dunkin Brands Franchise Growth –
http://www.dunkinfranchising.com/aboutus/franchise/franchise-growth.html#growthTable
Future Consumption Trends Sure to Affect Quick Serves –
http://www.qsrmagazine.com/articles/features/130/consumer2015-1.phtml
Gen Y Comes Into Focus –
http://totalaccess.emarketer.com/Article.aspx?Ne=3&N=1073+909+498&No=0&R=1006354&xsrc=article_head_sitesearchx
Specialty Coffee Market Getting Hotter – http://www.msnbc.msn.com/id/8841941/
Who’s Using Twitter in The U.S? – http://smartdatacollective.com/Home/27004
Social Media In Business – Fortune 100 Statistics – http://www.istrategy2010.com/blog/social-media-in-business-fortune-100-statistics/
10 Beautiful Social Media Infographics – http://mashable.com/2010/07/01/social-media-infographics/
Coffee Shops Industry Overview – http://subscriber.hoovers.com/H/industry360/overview.html?industryId=1837
Industry: Fast Food Restaurants (QSR) – http://www.wikinvest.com/industry/Fast_Food_Restaurants_(QSR)
http://pewsocialtrends.org/assets/pdf/millennials-confident-connected-open-to-change.pdf
http://www.us.am.joneslanglasalle.com/Lists/ExpertiseInAction/Attachments/255/JLL-Gen-Y-Mall-Retailing.pdf

118. Survey Respondent’s Demographic Information
• 70% are female 17.1%
12.2%
• 30% are male
• Majority are 21 years old
17.1%
• Majority of respondents are from
Massachusetts and Texas 41.5%
12.2%

119. Substantial Growth Potential
Consumers use time at a
coffee or snack restaurant to
reflect, or as an escape
4% of consumers reported
trying a new coffeehouse or
snack restaurant in the last 30
days
Favorite coffeehouse & snack restaurant by number of votes from Market Force Information

120. “They out number the Boomers and are
determined to change the world”

121. “They are Highly Educated”

122. Survey Questionnaire
Favorite coffeehouse & snack restaurant by number of votes from Market Force Information

123. Survey Questionnaire
Favorite coffeehouse & snack restaurant by number of votes from Market Force Information

124. Survey Questionnaire
Favorite coffeehouse & snack restaurant by number of votes from Market Force Information

125. Survey Questionnaire
Favorite coffeehouse & snack restaurant by number of votes from Market Force Information

126. Survey Questionnaire
Favorite coffeehouse & snack restaurant by number of votes from Market Force Information

127. Survey Questionnaire
Favorite coffeehouse & snack restaurant by number of votes from Market Force Information

128. Survey Questionnaire
Favorite coffeehouse & snack restaurant by number of votes from Market Force Information