Dunkin presentation

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Dunkin presentation

  1. 1. BY: TIFFANY CHU
  2. 2. - Campaign launched in Jan 2011 - Celebrate love of coffee with real Dunkin’ Donuts consumers “’’The love that our customers have for Dunkin’ Donuts is truly unique, and this campaign ties into that passion in a very personal way.’’ - Held open casting calls to find fans of the brand with real stories about their love for Dunkin’ Donuts http://vimeo.com/19140281 http://www.ispot.tv/ad/7oP4/ dunkin-donuts-coffeealways-dunkin
  3. 3. DEMOGRAPHIC • GEOGRAPHIC • Male / Female • • 18-30 yrs old Urban / Suburban Areas • 30-45 yrs old • • Large cities All race/ethnicity PSYCHOGRAPHIC Nationwide • High Population Density SOCIOECONOMIC • Hardworking • Independent • Middle Class Practical • College Students • Enthusiastic • Blue-Collar Workers • Fast Paced • • • Medium Income White-Collar Workers
  4. 4. CONSUMER DECISION MAKING PROCESS 1. New Needs & Wants: Changes in Consumer’s Lifestyle 2. Related Purchase: Donut, Sandwich, Burritos 3. Convenient 4. On The Go 5. Low Involvement 6. Impulse Purchase: Triggered by billboards ads or radio commercials
  5. 5. POSITIONING STRATEGY “’’America’s favorite everyday and all day stop for coffee’’“ POSITION BY QUALITY POSITION BY PRICE Serving high quality coffee Affordable freshly ground, brewed and served Lower than Starbucks REPOSITION traditional coffee expert and leading retailer of hot and iced coffee
  6. 6. RESPONSE HIERACHY MODELS Attempts to: Spark Interests Create Desire Develop Liking and Preference in the target buyer’s or customer’s mind AFFECTIVE STAGE Aims to: Create positive feelings Maintain attitudes Motivate consumers to purchase
  7. 7. SOURCE & MESSAGE FACTORS 1. Applying Similarity: Represents wide range of consumers 2. Applying Likeability: Relatable, Outgoing, Positive attitudes, Excited 3. Mass Market Appeal: Crosses all demographics 4. Repetition: ‘’I’m Drinking Dunkin!’’ 5. One Sided Message
  8. 8. COMMUNICATION OBJECTIVES 1. Encourage more frequent visits from current users 2. Convert non-users to the brand 3. Reinforce & emphasize presence as a market leader in coffee industry
  9. 9. UNIQUE SELLING PROPOSITION ‘’To make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, wellmerchandised stores.’’
  10. 10. UNIQUE SELLING PROPOSITION ‘’To make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, wellmerchandised stores.’’

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