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BY: TIFFANY CHU
- Campaign launched in Jan 2011
- Celebrate love of coffee with real Dunkin’ Donuts consumers
- Held open casting calls to find fans of the brand with real stories about their love for Dunkin’ Donuts
“’’The love that our customers have for Dunkin’ Donuts is
truly unique, and this campaign ties into
that passion in a very personal way.’’
http://vimeo.com/19140281
http://www.ispot.tv/ad/7oP4/dunkin-donuts-coffee-always-dunkin
GEOGRAPHICDEMOGRAPHIC
PSYCHOGRAPHIC SOCIOECONOMIC• Hardworking
• Independent
• Practical
• Enthusiastic
• Fast Paced
• Male / Female
• 18-30 yrs old
• 30-45 yrs old
• All race/ethnicity
• Medium Income
• Middle Class
• College Students
• Blue-Collar Workers
• White-Collar Workers
• Nationwide
• Urban / Suburban Areas
• Large cities
• High Population Density
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
POSITIONING STRATEGY
“’’America’s favorite everyday and all day stop for coffee’’“
POSITION BY QUALITY POSITION BY PRICE REPOSITION
Serving high quality coffee
freshly ground, brewed and
served
Affordable
Lower than Starbucks
traditional coffee expert and leading
retailer of hot and iced coffee
RESPONSE HIERACHY MODELS
Spark Interests
Create Desire
Develop Liking and Preference in the target buyer’s or customer’s mind
Create positive feelings
Maintain attitudes
Motivate consumers to purchase
AFFECTIVE STAGEAttempts to: Aims to:
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
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
UNIQUE SELLING PROPOSITION
‘’To make and serve the freshest, most delicious coffee and donuts
quickly and courteously in modern, well-merchandised stores.’’
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