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DUNKIN DONUTS

MARKETING CAMPAIGN 2013-2014

FRONT ROW MARKETING


Colby Beacham Birunda Chelliah Andre Deazle Philip Grossmann Stella Schour

Table of CONTENTS
1. Introduction 2. Objectives 3. Brand Ladder 4. Connection Idea 5. 360 Touchpoint Donut 6. Integrated Marketing Communications 7. Year Long Marketing Calendar 8. Effectiveness Study 3 4 5 6 7 8 14 15

1. Introduction

With humble beginnings in the 1950s, Dunkin Donuts today is a leading U.S. quick service restaurant specializing in the delivery of coffee, specialty beverages, donuts, bagels, muffins and breakfast offerings. Made famous by its Time to Make the Donuts advertising campaign of the 1980s, Dunkin Donuts continues to fuel American with both its food offerings and coffees, serving more than 1 billion coffee servings annually. In 2012, Dunkin Donuts US franchise revenues totaled more than $6.2 billion, the highest level of US sales in Dunkin Donuts 60+ years history of being there for America.

2. Objectives

Business Objective
Our objective in this campaign is to increase foot traffic and sales at retail stores, while also reinforcing Dunkin Donuts brand awareness. We aim to build a connection with our target market (16-24 age group) and grow with them in their journey to independence.

Advertising Objective
Our advertising campaign focuses on reminding and reinforcing brand awareness within our target audience. This will help increase frequency of repeat purchase and convince our shoppers that they made the right choice.

3. BRAND LADDER
Brand Purpose Personality Reason to Believe Quick, tasty and affordable options as you know it. A dependable friend that is always there to get you what you need, without all the stress and the worry. Dunkin Donuts has been catering to American customers for more than seventy years. Establishments are usually located within a few blocks of one another, hence, increasing availability and easy access to its products. In addition, focusing on simplicity and clarity, stores are designed for fast service and limited seating so as not to interfere with processing customer orders. Products are showcased and easy to read. Nothing is overly complicated. Emotional POD: Dunkin Donuts evokes a feeling of nostalgia and familiarity which puts you at ease and in more a comfortable head space knowing that DD provides a normal, simple and anti-starbuck atmosphere and image.

Brand Benefit

Functional POD: Quality food at an economical price with quick service time and a variety of offerings. Brand Insight Truth: Getting my coffee and a quick bite has to be convenient Need: I would like a variety of offerings to choose from. Friction: If only there was a place that was convenient with a variety of options at the right price. Indirect Competitors Restaurants, convenience stores and other outlets that provide consumers with coffee, baked goods, and sandwiches on an international, national, regional and local level. Examples include, Subway, Diners/ Neighborhood Delis Direct Competitors Starbucks, 7 Eleven, WaWa, Tim Hortons, Krispy Kreme, McDonalds, Burger King, Competing Space Quick service restaurants specializing in coffee, baked goods and quick breakfast offerings. Our competition continues to intensify as competitors increase the breadth and depth of their product offerings, particularly during the breakfast daypart, and open new units. Target Audience 16 to 24 year old students. They are in transitioning to become more independent. They lead very busy lives, and some of them have part time jobs and go to school.

4. Connection IDEA

We were able to utilize insights gained during our Brand Ladder construction to derive solid emotional and functional benefits.

Emotional POD

Dunkin Donuts evokes feelings of nostalgia and familiarity which puts you at ease knowing that DD provides normal, simple and an anti-starbucks atmosphere.

Functional POD

Quality coffee and food at an economical price with quick service and a variety of offerings. Our connection idea centers around the emotional benefit of nostalgia with the implicit functional benefit of affordability.

5. 360 Touchpoint Donut

PRE PURCHASE
TV Ad Print Radio Digital Games Social Media Coupons New Student Orientation

PURCHASE
Product Packaging Retail Touch Points Social Media Mobile Challenge

POST PURCHASE
Social Media Loyalty Challenge Calendar

6. INTEGRATED MARKETING COMMUNICATIONS

I. Traditional Mass Media (Radio, Print, TV)


Our marketing communications will include traditional channels of radio, print, and television which will focus on Dunkin Donuts as a brand that has grown with the market and consumers over the past 60+ years. We will highlight the timeless aspects of Dunkin Donuts brand through print by using old brand logos throughout the promotional period. Through radio, we will highlight nostalgic stories of parents and their children sharing Dunkin Donuts during the most memorable of lifes moments. Our television commercial will use images of students passing through elementary, middle school, high school, and college to create the link between Dunkin Donuts being present at each new beginning of the lives of the persons portrayed in the video. Our television commercial will have an emotional appeal to our target audience, which will help position Dunkin Donuts as a participant within the relationships between parents and children.

II. Digital Media


Our target market is essentially born in the digital world and are constantly connected. Our social media campaign touches on all three phases of purchase - Pre Purchase, Purchase and Post Purchase. Games We would promote the Dunkin Donuts brand through a variety of games. With the current addiction of the general public to mobile games such as Angry Birds and Candy Crush, we will be launching mobile games that lead to prizes depending on their achievements on the game.

Donut Blast Similar to BeJeweled where Jewels would be replaced with assorted Munchkins, a familiar treat. Player tournaments would be created where different players can compete for various prizes. Simcity Social on Facebook Players can place Dunkin Donut buildings in their city. There can be a series of game related activities that require the user to interact with this building. Players are offered the opportunity to watch the Dunkin Donuts video in order to obtain free in-game items. Klout Perks Klout awards perks to influencers dependent on topic. For every influencer who is influential about #college, we will send them a $5 gift card after fulfilling the requirements of tweeting about Dunkin Donuts, Downloading a game and visiting the site.

Mobile Challenge The mobile challenge uses a check-in feature to award participants who check in different Dunkin Donut locations. There will be a series of achievements that award points that can be used toward Dunkin Donut coupons and discounts. Different achievements can unlock different portions of the game that would need to be completed in order to obtain different prize goals. Examples: Loyalty Achievement: Check into the same Dunkin Donuts 10x The Revolutionary: Check into Dunkin Donuts in the 13 original colonies The Patriot: Check into Dunkin Donuts in 50 States The World Traveler: Check into Dunkin Donuts in 3 different countries Sharing is Caring: Share the Dunkin Donuts game experience with a friend Purchase related achievements based on combinations of purchases, receipt would have a barcode to log purchases into game.

Instagram Your Internship! Interns Unite! If you are a college intern, show us how you survive the ups and downs of working in the real world! Show us your favorite breakfast sandwich! Do you have a 3pm Coolatta habit? Do you have a Dunkin Donut and a cup of coffee for motivation and inspiration? Let us know! 10 instagram posts during the season will get you a free donut!

III. Welcome Orientation Kit


In order to appeal to our target market and create positive brand association, Dunkin Donuts will coordinate with schools (colleges/universities) to distribute welcome kits to new students during their new student orientation. Each of the items given in the orientation package are more than just useable products; they are the physical reminders that Dunkin Donuts will always be there for new beginnings both metaphorically and literally through the presence of products of the brand. Dunkin Donuts Orientation Kit will include the following: Dunkin Donuts Branded Stationery and Supplies such as pens, post-it notes, folders, annual calendar diary etc. These products will have dual purposes of serving as brand reminders while having a functional purpose. Dunkin Donuts Annual Planner which symbolises the connection idea of Dunkin Donuts being here for our target audience. The diary follows a school year calendar (September through August) for students to use as a planner to organize their lives and schedules. The planner will also showcase Dunkin Donut events, coupons and reminder messages. Features of the planner will include the following items:

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Finals week
Tips to succeed in Exams
Clarify the content and format of your exams. Learn how

DECEMBER 2013
Sun 1 Mon 2 Tue 3 Wed 4 Thu 5 Fri 6 Sat 7 8 9 10 11 12 13 14

Main Events

Get ready for your first Superbowl game with new friends! This Valentine:

FEBRUARY 2014
Sun Mon Tue Wed Thu Fri Sat 1 2 3 4 5 6 7 8

you study best.

Take snack breaks Get a good night's sleep. Visit: Dunkindonuts.com/studytips for more

Are you Single? Enjoy a free Single Donut! Are you in relationship? Get your parent something special!

Superbowl
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Superbowl

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BOX O JOE
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Presidents Day

Valentine Day

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Refuel at Dunkin Donuts!

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Single or Not Enjoy


Mark your exam dates!

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Donuts
Reminder: Your midterms are coming up soon. Have you registered for your Exam Care Package for next

Chances to win gifts, visit:


www.facebook.com/dunkindonuts

Dunkin Donuts Event Calendars which will notify students of upcoming events such as unveiling of a new online games or the introduction of a new product for a special occasion. It will also provide instructions on how to receive or experience special products or services during exam periods, Christmas or Valentines day. A digital version of the calendar will be available via the Dunkin Donuts mobile app when students register using their Dunkin Donuts card.

Dunkin Donuts Cards will be included in the planner. The card can be registered online with the profile of the student, which will help collect points online through participation of online events, programs and games and used in real time to convert those points to monetary benefits. It will also help track purchases to reward the students. The card serves as a medium between the online and real time world. Dunkin Donut Loyalty programs will be executed through this card. One of the Loyalty Programs is that shoppers will receive a vintage Dunkin Donut collection item after 15 purchases within a one month period. There will be a set of 12 items in the collectible promotions. Dunkin Donuts Coupons will be designed to increase frequency of purchase among our target market. Coupons will include discounts on coffees, donuts and breakfast offerings. Also, the coupons would vary by season, day-part and special occasion. For example, on the first month of school in September, a coupon would focus on a breakfast combo, while for the month of October, the coupons focus may shift to a special halloween drink. Our target audience will also be able to win digital coupons by participating in the social media arena by gaining points through games and events. These coupons will offer two for the price of one combo deals or provide discounts of $1 for beverages and $2 for food items. Dunkin Donuts Reminder Messages will be included in the planner with the purpose of reminding students of the need to take a break for hard work done throughout the day. For example, a message such as Tired of studying? Grab a Coffee at Dunkin Donuts to Recharge! will be specified on pages in the afternoon timepart.

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Dunkin Donuts Move In Day Event DD will sponsor a move-in day event where refreshments, donuts and coupons will be given out to parents and students moving into the dorms. After all that lifting and meeting new friends and leaving family behind, having an event like this fosters an informal setting where new roommates can share their first cup of coffee or Coollatta together.

Dunkin Donut Credit Cards will be issued in collaboration with Visa or MasterCard for freshman students. Typically, freshman students would open their own personal bank account. In our case, freshman use the card to credit a bank account and will earn points which can be used towards free Dunkin Donut products based on savings and spending patterns.

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IV. Retail Touchpoints


As a Dunkin Donut mainly operates in the retail field, the menu board is the most important retail touchpoint element to ensure that it is effective in influencing the decision making process of a shopper. It must reflect the brand qualities of being simple, easy and direct. As it is food and beverage industry, high quality pictures of the product must be displayed on the menu board. Other touchpoints such as A4 displays or wobblers will concentrate on current promotions and new products introduction depending on the month.

V. Product/Packaging
Dunkin Donuts packaging is clean and simple, reflecting the simplicity of Dunkin Donuts brand. However, for a period of time, in order to honor the rich history of Dunkin Donuts, we will bring back the brands iconic image of Dunkie The Waiter which continues to reflect Dunkin Donuts enduring service and dedication to being there for America. The following images are samples of the image to be used during the promotional period.

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7. YEAR LONG MARKETING CALENDAR


August Launch America Grows on Dunkin Campaign - air commercials to run from august to october. Coupons in Orientation Packets for freshmen and mailed out to the dorms Give download codes for mobile game Donut Blast Credit Card Cross promotion September Launch Loyalty Program Move In Day Event in Dorms/Sponsor coffee/coollatta and donuts for parents and kids moving in the dorms. We will have a Refreshment Stand/Pop up store. Give out Coupons with moving day event. Give download codes for mobile game Donut Blast Start the mobile check in promo. College Radio ads Matching Retail Touchpoint Materials October Midterms promo. Free small coffee after three checkins in the same store to run during 2 weeks of midterms. College Radio ads Matching Retail Touchpoints Whats your new DD Flavor Promotion November Halloween Promo - Be the best donut costume contest and win scholarship money College Radio ads Matching Retail Touchpoints December Introduce Hot Chocolate promo? Get to mistletoe level on Donut Blast game to get prize. Free hot chocolate for you and your friend. send out warm christmas greetings (redeemable hot choco/coffee) via app to your friends Matching Retail Touchpoint Materials January Welcome Back to School Promo Coupons in Orientation Packets for new students who start out in the spring semester. College Radio ads Matching Retail Touchpoint Materials February Valentine Promo -Heart shaped donuts, and send donutgrams to your valentine via app. College Radio ads Matching Retail Touchpoint Materials March Spring Break Promo More checkins at dunkin in a different state, means more points College Radio ads Matching Retail Touchpoint Materials April Internship/Job Interview Outfit via Instagram Klout Perks Matching Retail Touchpoint Materials May Grad Rewards via accumulated points in Game, Checkins Higher points on the leaderboard can win Cash for Books Very high points on the state leaderbord can win Cash for Tuition Matching Retail Touchpoint Materials June & July Summer Coolatta Promo College Open House Event, similar to movein event.

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8. Effectiveness STUDY
We will conduct an effectiveness study to measure and monitor the campaigns performance with regards to Sales and Brand Awareness. The campaign will be adjusted and implemented according to the feedback developed through the analysis.

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