E=MC Hammer

Dunkin Donuts1TABLE OF CONTENTSCreativity..............................................................................................................................................2Branding...............................................................................................................................................4Uncovering Insights..............................................................................................................................6Primary Research Method & Analysis...............................................................................................1!"estions that #ead to the Big Idea...................................................................................................2$%iversity.............................................................................................................................................$&Creative Brie'.....................................................................................................................................$(Ad Pro)osals.......................................................................................................................................$*Pro'essional +eed,ac-.........................................................................................................................Body Co)y...........................................................................................................................................1#ayo"t /-etches...................................................................................................................................1Radio....................................................................................................................................................$0elevision.............................................................................................................................................4%irect Mar-eting................................................................................................................................../ocial Media.......................................................................................................................................61Integrated Mar-eting Comm"nication...............................................................................................62Client Pitch.........................................................................................................................................6$Re'erences..........................................................................................................................................6.Dunkin Donuts2AC1 %oc"mentation..........................................................................................................................&1CREATIVITYCritique the clients current advertising campaign. Does it meet the definition of creativity asdiscussed in this book? What are the strengths of the current campaign? The weaknesses? ow dothe clients ads compare to the competitions ads? Why do you think the client wants a new agency?%"n-in2 %on"ts is c"rrently r"nning an advertising cam)aign "sing the hashtag 3myd"n-in4 5hich )"ts act"al 'ans6 social media content "nder the s)otlight. Using 'ans allo5s the com)any to demonstrate a )assion 'or %"n-in2 %on"ts co''ee. In order to select the 'ans to a))ear in the si7 ne5television commercials4 %"n-in2 %on"ts 5ent thro"gh tens o' tho"sands o' )osts on +ace,oo- and 05itter. 8ith the introd"ction o' 3myd"n-in4 %"n-in2 enco"rages 'ans to "se the hashtag across all social media o"tlets to sho5 ho5 %"n-in2 %on"ts co''ee -ee)s them r"nning thro"gho"t their day. 9iving c"stomers an easy 5ay to advertise a cam)aign thro"gh a 'ree social media o"tlet is a smart idea. 0here are three ,asic characteristics o' creativity that is e7)ected in advertising. Advertisements m"st ,e: "ne7)ected4 relevant and )ers"asive. Creative ads ma-e a relevant connection ,et5een a ,rand and its target a"dience. Cons"mers 5ant to -no5 5ho they are ,"ying )rod"cts 'rom and the com)any6s val"es. 0hey also 5ant to ,e a,le to connect 5ith a com)any and 'eel li-e they can tr"st it 5ith their ,"siness. %"n-in2 %on"t6s 3myd"n-in cam)aign allo5s c"stomers to sho5 ho5 %"n-in2 )ersonally ma-es a di''erence in their lives4 connecting the ,rand and its target a"dience. ;ot only does it connect the com)any and its c"stomers4 ,"t the c"stomers 5ith one and other. Dunkin Donuts$Co''eeho"se Ind"stry E /tatistics & +acts4 21$?. In com)arison to %"n-in6s com)etitor4 /tar,"c-s has t5ice as m"ch real estate 5orld5ide than %"n-in6. %"n-in6 has a,o"t 14(.( stores 5hile /tar,"c-s over)o5ers the ,rand 5ith 1*4&6& stores >/tatista4 214?. Kne strength %"n-in6 has is its )rice4 5hich is modest 5hen com)ared to /tar,"c-s4 a com)any that intends to '"rther raise its )rices ,y . to 2 cents later this year >0re'is 0eam4 214?. As re)orted ,y 0he 8all /treet =o"rnal earlier this year4 B%"n-in6s shares have gained 24 )ercent vs. /tar,"c-s6 1* )ercent rally.G %"n-in6s shares are 5orth a))ro7imately H46.6* com)ared to Dunkin Donuts&/tar,"c-s at a))ro7imately H&2.1 >8it-o5s-i4 214?.Dris)y Dreme %o"ghn"ts is another com)etitor 'or %"n-in6 %on"ts. 0heir mar-et share is 5orth a))ro7imately H1&.46 >Mar-et 8atch4 214?. Dris)y Dreme4 li-e %"n-in6 %on"ts4 relies on the )rice as)ect as a 5ay to drive in c"stomers. Dris)y Dreme6s CMK4 %5ayne Cham,ers4 said the e7)erience is intended to ,e an4 Bemotional4 a''orda,le ind"lgenceG >%an4 211?. %"n-in6 is ma-ing great strides to gro5 to ,e the largest co''ee ,rand. #ast year4 %"n-in2 made )lans to e7)and into many Cali'ornia co"nties4 some incl"ding /an Bernardino4 Krange and Riverside >;e5s5ire4 21$?. It also aims to o)en locations in larger areas and 'acilities s"ch as air)orts4 college cam)"ses and military ,ases >;e5s5ire4 21$?. Kther trends in the ind"stry incl"de %"n-in6s introd"ction o' a mo,ile a)) in the mar-et)lace in 21$ >%"n-in2 %on"ts Press Dit4 214?. 0his 5ill allo5 the ,rand to e7)and more ra)idly 5hile reaching a yo"nger target a"dience. According to an International B"siness 0imes article in March 2144 another threat to the co''eeho"se ind"stry is s)ort drin-s and energy drin-s. Co''ee isn6t the ,everage o' choice 'or yo"nger generations. 0he ,a,y ,oomers ma-e ") the largest )o)"lation o' co''ee cons"mers as o))osed to cons"mers "nder age 24 >R"dara-enchana4 214?. An ")EandEcoming demogra)hic that seems to en@oy co''ee is males "nder $* 5ho have children and ho"sehold incomes o' H.4 or more >R"dara-enchana4 214?. In these homes4 yo" 5o"ld 'ind the increasingly )o)"lar singleEserve DEc")s that yo" 5o"ld )o) into a De"rigL or a Merisimo co''ee ma-er. Adding to its grocery selections li-e4 single DEC")L and )ac-aged co''ee4 %"n-in6 released its o5n Co''ee Creamers4 sold in $2Eo"nce4 A"artEsiNed ,ottles in 'o"r di''erent varieties4 incl"ding Kriginal4 +atE+ree4 17tra 17tra and Uns5eetened. %"n-in6 Brand6s main )"r)ose is to ,e a 'rontr"nner in the co''ee ind"stry and ,"ild great ,rands4 li-e %"n-in6 %on"ts and Bas-in6 Ro,inns. #eading in the Bloom,erg4 214?. As %"n-in6 %on"t6s cons"mer )ro'ile changes4 the com)any has remained 5ell versed in comm"nicating 5ith its )",lic.0hro"gho"t its history4 cons"mers have ,een a driving 'orce ,ehind many o' the changes and im)rovements this com)any has made. +or e7am)le4 cons"mers )etitioned lo5 calorie and lo5 'at o)tions. 0he co''ee chain 5as more than ha))y to o,lige. =ohn Costello4 )resident o' 9lo,al Mar-eting and Innovation 'or %"n-in6 %on"ts Brands said4 B8e -no5 that o"r g"ests are increasingly healthEconscio"s4 and are loo-ing 'or a '"ll selection o' choices that satis'y their h"ngerand 'it into their li'estyle4G >PR ;e5s5ire4 214?. 8ithin the )ast several months4 %"n-in6 %on"ts has ,een trading o"t /tyro'oam c")s 'or recycla,le )lastic c")s. /cott M"r)hy4 chie' s"))ly chain o''icer 'or %"n-in6 Brands stated that Bcons"mers 5ant a more environmentally 'riendly )rod"ct4G >Bloom,erg4 214?.In ="ne 2144 %"n-in6 %on"ts e7citedly anno"nced that the com)any had reached its one Dunkin Donuts1millionth mem,er o' the %% Per-s re5ard )rogram in a matter o' less than 'ive months. Costello e7)ressed his gratit"de to the 'aith'"l ,"yers o' his organiNation6s )rod"ct ,y saying4 BK"r loyal g"ests are the essence o' the %"n-in6 %on"ts ,rand4 and %% Per-s ena,les "s to than- these g"ests 'or their ongoing ,"siness and )rovide them 5ith )rod"ct o''ers that are s)eci'ically tailored to theirneeds.G >PR ;e5s5ire4 21$?. %"n-in6 %on"ts contin"o"sly strives to )rovide the ,est 'or its c"stomers. Its mission statement: BMa-e and serve the 'reshest4 most delicio"s co''ee and don"ts A"ic-ly and co"rteo"sly in modern4 5ellEmerchandised stores.G >Bonche-4 21$? 0he statement li'tsits 'aith'"l cons"mers and contin"o"sly e7)resses its gratit"de.PRIMARY RESEARCH METHOD & ANALYSIS0he )rimary research instr"ment 'or %"n-in6 %on"ts is a s"rvey 5ith 2( A"estions on !"altrics.com. It 5as administered to over 1 )artici)ants. 0he s"rvey can ,e 'o"nd here: htt)s:PPAtrial214aN1.aN1.A"altrics.comP/1PQ/I%R/MS.olnc"r+O.M2'$#1. Do you consider yourself a coffee connoisseur? Tes ;oA,o"t t5oEthirds said they do not consider themselves e7)erts 5hile the other oneEthird did. +orthe most )art4 cons"mers are not co''ee s)ecialists. 0hese t5oEthirds are less li-ely to )"rchase co''ee 'or the geogra)hic location o' the ,eans or A"ality.2. How many times do you drink coffee per week? E2 $E4 .E6 & or more0hese res)onses 5ere almost divided ,et5een the to) and ,ottom. It sho5s that there is a large Dunkin Donuts11)o)"lation o' ha,it"al co''ee drin-ers and then some that have it never or very little. Most li-ely thecons"mers that drin- co''ee Nero to t5o times )er 5ee- do it 5hen in a social setting. 0he others areli-ely to ,e ,"siness )ro'essionals or de)end o' a co''ee ,rea- at some )oint d"ring their day. 3. How much time do you spend at a coffee/donut shop weekly? E1 ho"rs 2E$ ho"rs 4E. ho"rs . or more ho"rs0his indicates not many )eo)le s)end a lot o' time inside a store. Co''ee to them may ,e a gra,EnEgo ty)e o' )"rchase. Mery 'e5 s)end a lot o' time in co''ee sho)s. 4. How often do you purchase donuts? ;ever #ess than once a month Knce a month 2E$ times a month Knce a 5ee- 2E$ times a 5ee- %aily0his has some variance ,et5een all res)onses. ;o,ody ans5ered daily and very 'e5 said t5o to three times. Most res)ondents don6t ,"y don"ts or may )"rchase don"ts once every 'e5 months. 5. Typically when you !isit a coffee/donut shop what is the reason for the !isit? !"ic-ly )"rchase items and leave Cons"me items in the sho)4 read4 st"dy4 rela74 etc. Meet 'riendsPsocialiNe Meet coE5or-ersP,"sinessA,o"t &6 )ercent o' res)ondents said that they A"ic-ly )"rchase items and leave. 0his s"))orts the gra,EandEgo mentality o' co''ee sho)s. 0hese are li-ely to ,e )eo)le that )re'er a driveEthr" rather than going into a store location. Dunkin Donuts12". #ate the importance of price when purchasin$ coffee and/or donuts. Mery im)ortant /ome5hat im)ortant %oes not matter /ome5hat "nim)ortant ;ot im)ortantMost res)ondents4 a little more than hal'4 said that it 5as some5hat im)ortant. 0hese are )rice conscio"s cons"mers. Mery 'e5 said some5hat "nim)ortant or not im)ortant.%. &hat is the most you are willin$ to pay for a cup of premium coffee? H1E2 H2E$ H$E4 H4E. H. or moreMost res)ondents 5o"ld s)end ,et5een H2 and H. on a c") o' )remi"m co''ee4 the ma@ority4 a,o"t hal'4 said H$EH4. I' these are )rice conscio"s cons"mers4 they seem to "nderstand the val"e o' good A"ality co''ee. Oo5ever4 they still do not consider themselves to ,e connoisse"rs.'. &hat is your fa!orite/preferred (rand of donut? %"n-in6 %on"ts Dris)y Dreme #ittle %e,,ie Oostess Kther0his A"estion 5as almost a hal' and hal' s)lit 5ith the rest o' the ans5ers as BKther.G A,o"t 41 )ercent chose %"n-in6 %on"ts and 44 )ercent chose Dris)y Dreme. Clearly4 Dris)y Dreme is %"n-in6s ,iggest com)etition.). How likely are you to remain loyal to your fa!orite (rand if it raised its prices while its competitors* prices remained the same? Mery "nli-elyDunkin Donuts1$ Unli-ely Undecided #i-ely Mery #i-ely0his revealed that there is lots o' ,rand loyalty occ"rring. A,o"t 4& )ercent said that they are li-ely to stay loyal to their 'avorite ,rand even i' the )rices increased 5hile its com)etitors6 )rices remained the same. 0his sho5s that cons"mers are not li-ely to s5itch. It 5o"ld ,e im)ortant to ca)t"re these cons"mers as loyal %"n-in6 cons"mers and retain them 5ith the "se o' loyalty cards and re5ards. 1+. #ate the importance of customer ser!ice when purchasin$ at coffee/donut shops. Mery im)ortant /ome5hat im)ortant %oes not matter /ome5hat "nim)ortant ;ot im)ortantA,o"t .& )ercent rated the im)ortant o' c"stomer service as very im)ortant 5hile $. )ercent said some5hat "nim)ortant. A,o"t ( )ercent said it is "nim)ortant or does not matter. 11. &hat is your fa!orite/preferred (rand of coffee shop coffee? /tar,"c-s %"n-in6 %on"ts 0im Oorton6s Mc%onalds Costa Co''ee 0he Co''ee Bean 0he closest gas station #ocal )rivateEo5ned sho) Kther0hese res"lts revealed that %"n-in6 has lots o' national and local com)etitors. A,o"t . )ercent chose /tar,"c-s as their 'avorite ,rand. 24 )ercent chose %"n-in6. Coming in some5hat close4 16 )ercent chose local or )rivately o5ned co''ee sho)s and ( )ercent chose other. 0his means that localDunkin Donuts14sho)s and other stores have almost as m"ch4 or as little mar-et share as %"n-in6. 12. &ho do you think is Dunkin, Donuts (i$$est competitor in the coffeehouse industry? /tar,"c-s Mc%onalds Dris)y Dreme 0im Oorton6s Costa Co''ee #ocal )rivateEo5ned sho)s Kther0hese res"lts sho5ed that the largest com)etitor at no s"r)rise is /tar,"c-s. A,o"t 6* )ercent chose /tar,"c-s and 1( )ercent chose Dris)y Dreme. A,o"t * )ercent chose Mc%onald6s. 13. &hat do you consider to (e the (i$$est difference (etween Dunkin, Donuts and its competitors? Prices o' ,everages and 'ood Mariety o' ,everages and 'ood Atmos)here C"stomer service8ith almost eA"al 5eight4 the )rices o' 'ood and ,everages received $4 )ercent o' votes4 the variety o' the men" items received $( )ercent and 24 )ercent rated the atmos)here as one o' the ,iggest di''erences. Clearly4 cons"mers li-e a 5ide variety o' items at reasona,le )rices in an environment that is '"n and "),eat. +rom these res"lts4 it can ,e concl"ded that %"n-in6 is not e''ective in all o' these areas. 14. How important do you consider the use of eco-friendly products and practices at the placesin which you shop? Mery im)ortant /ome5hat im)ortant %oes not matter /ome5hat "nim)ortant ;ot im)ortantDunkin Donuts1.Most cons"mers consider the environment 5hen ma-ing )"rchases. A,o"t 41 )ercent said this iss"e is some5hat im)ortant 5hile $6 )ercent said it does not matter. 15. Do you use or purchase re-usa(le cups and/or (a$s? Tes ;oA,o"t hal' o' cons"mers "se reE"sea,le c")s or ,ags. 0his most li-ely re)resents the 41 )ercent 'rom the )revio"s A"estion. 0hese cons"mers are ones that may ,e easy to target and may ,e o)en to loyalty )rograms involving re"sa,le c")s. A,o"t .2 )ercent ans5ered yes. 1". Does the use of only .air-Trade /ertified and/or locally $rown/made food influence your decision to $o to a coffee shop? Tes ;oA,o"t &1 )ercent said they are not in'l"enced ,y +airE0rade certi'ied or locally gro5n co''ee. 0hese are li-ely to align 5ith the )ercent o' cons"mers 5ho do not consider themselves co''ee connoisse"rs. 1%. 0re you more likely to choose a coffee/donut shop that offers healthy menu options? Tes ;o/"r)risingly4 only .( )ercent res)onded yes to this A"estion. 0hese are li-ely to ,e cons"mers that are not health conscio"s. 1'. How important is atmosphere and aesthetics to your coffee/donut shop e1perience? Mery im)ortant /ome5hat im)ortant Indi''erent /ome5hat "nim)ortant ;ot im)ortantDunkin Donuts16A,o"t .$ )ercent o' res)ondents said that the atmos)here is some5hat im)ortant4 22 )ercent said very im)ortant4 1& )ercent 5ere indi''erent4 & )ercent said some5hat "nim)ortant and 2 )ercent said not im)ortant. 0his means that &. )ercent o' co''ee drin-ers care a,o"t the atmos)here o' a ,rand or co''ee sho) location. 0he 1& )ercent o' indi''erent res)ondents can go either 5ay. It 5o"ld ,e im)ortant to strategically invest in atmos)here and aesthetics to s5ay these cons"mers to5ard very im)ortant.1). &hat is the area in which Dunkin, could impro!e its customer e1perience the most? C"stomer service More men" o)tions +aster service !"ality o' ,everages !"ality o' 'ood items0his 5as also an even mi7 5hich sho5s that there is lots o' o))ort"nity 'or gro5th and im)rovement. A,o"t 22 )ercent said c"stomer service4 26 )ercent said more men" items4 1 )ercentsaid 'aster service4 16 )ercent said A"ality o' ,everages and 2& )ercent said A"ality o' 'ood items. 2+. &hat immediately comes to mind when you think of Dunkin, Donuts? +ree res)onse ans5erA,o"t $4 res)ondents said one 5ord: Bdon"ts.G 05o "sed the 5ord Bs)rin-les.G Kther res)ondents said things s"ch as B5atery co''ee4G Bgood co''ee4 "nhealthy 'ood4G Binconvenient locations4G Bold )eo)le4G Be54G B'atPs"garPcar,s.G Oo5ever4 there 5ere )ositive comments as 5ell s"ch as4 Bgreat selection o' don"ts4G B'riendly )eo)le and good 'ood4G Bgood )rices co''ee4G Bgreat co''ee4G and Bchea)er co''ee than /tar,"c-s.G Clearly4 )erce)tion is -ey here. 21. &hat is your $ender? Male +emaleA,o"t 66 )ercent 5ere 'emale and $$ )ercent 5ere male. Dunkin Donuts1&22. &hat is your race? 8hite Blac-PA'rican American Ois)anicP#atino AsianPPaci'ic Islander ;ative American Kther Pre'er not to ans5erA,o"t (. )ercent 5ere 5hite4 2 )ercent 5ere ,lac-4 & )ercent 5ere Ois)anic or latino4 $ )ercent 5ere Asian and $ )ercent said other. 23. &hat is your a$e? 1(E22 2$E2& 2(E$2 $$E$& $(E42 4$E4& 4(E.2 .$E6 61 and over Pre'er not to ans5erA,o"t 4( )ercent 5ere ,et5een ages 1(E224 21 )ercent 5ere ages 2$E2&4 4 )ercent 5ere ages 2(E$24 ( )ercent 5ere $$E$&4 2 )ercent 5ere $(E424 $ )ercent 5ere 4$E4&4 ( )ercent 5ere 4(E.24 $ )ercent 5ere .$E64 2 )ercent 5ere 61 and over4 and 1 )ercent chose not to ans5er. 24. &hat is your employment status? 1m)loyed /el'Eem)loyed Unem)loyed /t"dent Military Retired %isa,ledDunkin Donuts1( Pre'er not to ans5erA,o"t .& )ercent 5ere em)loyed4 * )ercent 5ere sel'Eem)loyed4 1 )ercent 5ere "nem)loyed4 26 )ercent 5ere st"dents4 $ )ercent 5ere military and 4 )ercent 5ere retired. 25. &hat is your marital status? /ingle4 never married MarriedP%omestic )artnershi) /e)arated 8ido5ed %ivorced Pre'er not to ans5erA,o"t 6. )ercent said they are single or never married4 21 )ercent are married or domestic )artners4 2 )ercent said are 5ere se)arated4 4 )ercent said they are 5ido5ed4 4 )ercent said they are divorced and $ )ercent )re'erred not to ans5er. 2". How many people li!e in your household? 1 2 $ 4 . or more Pre'er not to ans5erA,o"t 1& )ercent said 1 )erson4 $6 )ercent said 2 )eo)le4 2$ )ercent said $ )eo)le4 1& )ercent said 4 )eo)le and & )ercent said . or more )eo)le.2%. &hat is your annual household income (efore ta1es? #ess than H14 H14EH2.4 H264EH.4 H.14EH&.4 H&64EH14 H114EH24 Kver H24 Pre'er not to ans5erDunkin Donuts1*A,o"t 16 )ercent said less than H144 2$ )ercent said ,et5een H14 and H2.44 24 )ercent said ,et5een H264 and H.44 & )ercent said ,et5een H.14 and H&.44 & )ercent said ,et5een H&64 and H144 . )ercent said ,et5een H114 and H244 $ )ercent said over H244 and 1. )ercent )re'erred not to ans5er. 2'. &hat is your hi$hest de$ree or le!el of school you ha!e completed? /ome high school Oigh school grad"ate /ome college 0radeP0echnicalPMocational training Associate6s degree Bachelor6s degree Master6s degree %octorate degree Pre'er not to ans5erA,o"t $ )ercent said some high school4 * )ercent said high school di)loma4 2* )ercent said some college4 6 )ercent said a trade or vocational training degree4 2( )ercent said Associate degree4 1* )ercent said Bachelor6s degree4 4 )ercent said Master6s degree4 1 )ercent said %octorate degree and 1 )ercent )re'erred not to ans5er.QUESTIONS THAT LEAD TO THE BIG IDEA1. &ho is the (rand leader?%"n-in6 %on"ts is the nation2s n"m,er one retailer o' hot and iced 'lavored co''ee >%"n-in6 %on"ts Press Dit4 214?. %"n-in6 is second to Dris)y Dreme in don"t sales.Dris)y Dreme dominates the don"t salesI ho5ever4 don"ts are the )rimary )rod"ct that they o''er.2. How lon$ has it held that position?+o"nded in 1*.4 %"n-in2 %on"ts is America2s 'avorite allEday4 everyday sto) 'or co''ee andDunkin Donuts2,a-ed goods.%"n-in2 %on"ts is a mar-et leader in the hot reg"larPdeca'P'lavored co''ee4 iced co''ee4 don"t4 ,agel and m"''in categories. %"n-in2 %on"ts has earned the n"m,er one ran-ing 'or c"stomer loyalty in the co''ee category ,y Brand Deys 'or eight years r"nning >PR ;e5s5ire4 214?.3. &hat are the trends in the industry?/5eetened >and ,lended? co''ee ,everages have highly increased in )o)"larity and are o'ten )oints o' entry to the category 'or cons"mers.Cons"mers are ,eginning to drin- co''ee in the a'ternoon and are em,racing di''erent ty)es o' ,everages s"ch as BgraniNadosG and B'r"))es4G 5hich are 'roNen ,everages.0he contin"ed gro5th and health ,ene'its o' green tea is ca"sing mar-eters to target cons"mers 5ho )re'er "ns5eetened tea and is -ey to its e7)ansion o' green tea o''erings >+acenda4 214?.4. Does your (rand set the trends or follow them?%"n-in %on"ts has recently ,eg"n 'ollo5ing the trend many co''ee sho)s have started: the re5ards card. 0he %% Per-s Re5ards Program allo5s c"stomers to earn 'ive )oints 'or every dollar s)ent 5hen they )ay 5ith the %% card. 0his card is similar to the My /tar,"c-s Re5ards )rogram4 5here c"stomers earn )oints to5ards 'ree drin-s4 re'ills and additives. %"n-in6 also created a mo,ile a)) 'or the com)any @"st 14 months a'ter /tar,"c-s released its a)) >1ntertainment CloseEU)4 212?. 5. 0re there any pendin$ issues that may affect your (rand*s future?In s"mmer 2124 %"n-in6 %on"ts a))ealed a verdict o' giving 'ranchisees H16.4 million >0he Canadian Press4 212?. %"n-in6 %on"ts 5as acc"sed o' not )ro)erly or 'airly maintaining its ,rand in !"e,ec. 0he la5s"it lasted nine years and the 'ranchisees claim to have lost money thro"gh mar-eting and management errors. Another4 less serio"s4 legal o,ligation 'or %"n-in6 is the Dunkin Donuts21212 la5s"it involving a ;e5 Tor- ,agel com)any. 0he ;T com)any too- legal action a'ter %"n-in6 released its ne5 artisan ,agel Bin an e''ort to 'orce %"n-in6 to dro) the 5ord BartisanG 'romits mar-eting strategy4 arg"ing that it6s 'alse advertising4G >Modern Ba-ing4 212?. ". How does the nation*s economic and diplomatic climate affect sales?%"n-in6 %on"ts has )lans o' e7)ansion in the near '"t"re. /)eci'ically4 the com)any )lans on gro5ing its ,"siness in +lorida d"e to the B"n)aralleled s"ccessG in the state. At the end o' this year4 %"n-in6 is e7)ecting to Bhave aro"nd 6( resta"rants in the /"nshine /tate4G >Co)eland4 214?. /ales in +lorida alone 5ere ") 'ive )ercent in 21$. Oo5ever4 %"n-in6 isn6t doing as 5ell overall. Chie' 17ec"tive 'or %"n-in6 %on"ts4 ;igel 0ravis4 stated4 BRed"ctions in government )rograms4 lac-l"ster gross domestic )rod"ct gro5th and resid"al e7)enses 'rom increased heating costs4G are some o' the macroeconomic 'actors negatively im)acting the com)any >Prior4 214?. %. 0re there any emer$in$ industries that may affect sales in the future?0im Oortons4 a Canadian do"ghn"t and co''ee chain4 has o''ered a ,id to ,"y o"t Bess 1aton%on"t +lo"r Inc.4 a chain o' do"ghn"t sho)s that 5ent ,an-r")t March 14 214. Oortons6 o''er 5as so high that any other com)any loo-ing to )lace their o5n ,id 5o"ld Bhave to o''er H$..( million and agree to ,"y the com)any 5itho"t cond"cting '"rther d"e diligence and 5aiving all contingencies4G >=ohnson4 214?. ;eedless to say4 %"n-in6 %on"ts is '"rio"s and B6@"st ho)ing 'or a little 'airness in the ,idding )rocess and the time to do d"e diligence46G +"rthermore4 B"rger Ding 8orld5ide Inc. has agreed to ,"y 0im Oortons in an H11.4 ,illion merger >8ong4 214?. %"n-in6 )lans to add any5here 'rom $( to 41 resta"rants in the U./. in 2144 5hereas 0im Oortons )lans to add 4 to 6. 0he merger 5ith B"rger Ding has )otential to leave a lasting im)ression on sales and the mar-et.'. How lon$ has your company (een in (usiness?%"n-in6 %on"ts has ,een in ,"siness 'or aro"nd 'or a,o"t 64 years. In 1*464 Bill Rosen,erg Dunkin Donuts22invested H.4 and la"nched Ind"strial #"ncheon services. In1*4(4 Rosen,erg o)ened a don"t resta"rant called BK)en DettleG in Massach"setts >%"n-in2 %on"ts Press Dit4 214?. Tears later in 1*.4 Rosen,erg re,randed K)en Dettle as %"n-in6 %on"ts >Com)any /na)shot4 211?. ). &hat are the hi$h and low points in your company*s history?In 1*6$4 the 1th %"n-in6 resta"rant 5as o)ened and in 1*&* %"n-in o)ened its 1th store4 5hich 5ere im)ortant milestones 'or the ,rand. In 2114 +or,es listed %"n-in6 as one o' its B0o) 2 +ranchises to /tart. In the same year4 %"n-in6 achieved the n"m,er t5o ran-ing in Uagat6s +ast +ood /"rvey o' !"ic- Re'reshment Chains. >%"n-in2 %on"ts Press Dit4 214?In 2*4 %"n-intoo- a hit 5hen an o)erator 'iled 'or ,an-r")tcy. Oe o5ned .6 stores. 0his a''ected a,o"t & em)loyees >Oals4 2*?.1+. &hat is the corporate philosophy?0he original mission statement 'or %"n-in6 %on"ts is as 'ollo5s: BMa-e and serve the 'reshest4 most delicio"s co''ee and don"ts A"ic-ly and co"rteo"sly in modern4 5ellEmerchandised storesG >+ar'an4 n.d.?. %"n-in6s vision says that its 'ranchisees aim to Bdeliver high A"ality 'ood and ,everages A"ic-ly4 a''orda,ly and conveniently in a 5elcoming environment >Brand /trength4 n.d.?.11. How has the media co!ered your company?0he media is considera,ly involved 5ith %"n-in %on"ts. %"n-in6 and the media seem to have an incredi,ly solid relationshi) and ,oth are heavily ta))ed into each other. 1ach ne5 )rod"ct that is released or any s)ecial the co''ee sho) chain is r"nning is o'ten heavily )",liciNed4 es)eciallythro"gh ne5s releases and other 5ritten coverage. /everal PR ;e5s5ire articles detail the ne5 store o)enings4 men" changes4 s)ecial events and )rod"ct la"nches in e7tensive detail.12. How is your company in!ol!ed in the community?According to %"n-in6 Brands6 home)age4 the co''ee sho) has created the %"n-in6 %on"ts and Bas-in V Ro,,ins Comm"nity +o"ndation. 0his organiNation aims to Bserve the ,asic needs o' Dunkin Donuts2$o"r comm"nities thro"gh 'ood 'or the h"ngry4 sa'ety and children6s health.G 0o accom)lish those goals4 the +o"ndation has )aired 5ith +eeding America4 Oomes 'or o"r 0roo)s4 ;ational +allen +ire'ighters +o"ndation4 %o /omething and American Red Cross. 13. 2s your company known for its product inno!ations?%"n-in6 %on"ts is constantly releasing ne5 )rod"cts and searching 'or ne5 5ays to )lease its c"stomers. In an article )",lished in A"g"st4 %"n-in6 %on"ts released ne5 co''ee 'lavors and crWme don"ts. In a May article 'rom PR ;e5s5ire4 the com)any 'oc"sed on the release o' Mother6s %ay themed don"ts. Another e7am)le o' the com)any6s ever V evolving )rod"cts incl"des a dar- roast co''ee ,lend and is Rain'orest Alliance Certi'iedX. 0his ,rand is incredi,ly ada)tive to its cons"mers and aims to )lease them 5ith ne5 don"t and drin- innovations. 14. &ho are the key personnel / mana$ers?Kn the %"n-in6 Brand home)age4 mem,ers o' the leadershi) ,oard are listed. ;igel 0ravis isthe chairman and chie' e7ec"tive o''icer4 Pa"l Car,one is the chie' 'inancial o''icer4 =ohn Clar- is the chie' in'ormational o''icer and =ohn Costello is the )resident o' 9lo,al Mar-eting and Innovation. /everal other mem,ers o' the leadershi) ,oard are also listed and cohesively 5or- together to create a '"nctional gro") o' individ"als.15. &hich company employees ha!e direct contact with customers?All com)any em)loyees can have direct contact 5ith c"stomers4 'or e7am)le4 5hether it ,e thro"gh 'ace to 'ace contact as a %"n-in2 %on"ts 'ranchise em)loyee or a %"n-in2 ,rands lead e7ec"tive thro"gh emails4 events etc. B"t the 'ranchise em)loyees are the ,ac-,one o' the ,"siness. 0hese are the )eo)le 5ho r"n the day to day o)erations and are the ones tal-ing to the c"stomers on a daily ,asis. Dno5ing the c"stomers 5ell4 5hat they are loo-ing 'or and 5hat their tho"ghts and Dunkin Donuts24concerns are can ,e very vital in'ormation.;ot only do c"stomers and com)etitors tal- a,o"t com)anies4 ,"t so do em)loyees. 8hether)ositive or negative4 em)loyees are ,randing the com)any every day. 0his co"ld ,e thro"gh 'aceEtoE'ace comm"nication4 5ord o' mo"th or even the internet. Being internet a5are is ,ene'icial 'or any com)any4 searching the internet 'or not only the )ositive ,"t the negative4 and %"n-in2 Brands -no5s that. Kne o' %"n-in2 Brands 'ranchises %"n-in2 %on"ts4 "sed a site that 5as made ,y an "nha))y c"stomer to tal- ,adly a,o"t their com)any to their advantage. Oearing the negative can hel) address concerns and iss"es that a com)any co"ld have overloo-ed. 1". How many (rands does your company offer?%"n-in2 Brands is the )arent com)any o' ,oth %"n-in2 %on"ts and Bas-inERo,,ins. %"n-in6%on"ts is the n"m,er one retailer o' 'reshlyE,re5ed iced co''ee according to its 5e,site. ;ot only can c"stomers get the co''ee they love in store4 %"n-in2 %on"ts no5 o''ers %"n-in6 %on"ts DEC") )ortion )ac-s to "se in a De"rigL /ingleEC") Bre5ing system to en@oy in the com'ort o' their o5n home. Its second ,rand4 Bas-inERo,,ins4 is the 5orld6s largest chain o' ice cream s)ecialty sho)s serving )remi"m ice cream4 s)ecialty 'roNen desserts and ,everages to more than $ million c"stomers each year. In 1*.$4 the 5ellE-no5n B$1 +lavorsG conce)t ,ased on a di''erent 'lavor 'or each day o' the month 5as introd"ced and in 2144 Bas-inERo,,ins 5as named the to) U./. ice cream and 'roNen dessert 'ranchise ,y 1ntrepreneur magaNine.1%. How important is (rand to your company?Brand is e7tremely im)ortant to %"n-in2 Brands and its 'ranchises. 0he %"n-in2 %on"ts and Bas-inERo,,ins Comm"nity +o"ndation 5ere esta,lished to serve the ,asic needs o' its comm"nities thro"gh 'ood 'or the h"ngry4 sa'ety and children2s health.Comm"nity is the heart o' o"r ,"siness >%"n-in2 Brands4 n.d.?. 0he %"n-in2 %on"ts & Bas-inERo,,ins Comm"nity +o"ndation 'oc"ses s"))ort on three critical iss"e areas that are relevant to the neigh,orhoods it Dunkin Donuts2.serves: +ood 'or the h"ngry4 health 'or the children and sa'ety 'or the neigh,orhoods. At the regional and local level4 the +o"ndation 5or-s 5ith o"r 'ranchisees to s"))ort comm"nity organiNations. /ince 264 the 'o"ndation has donated more than H4.4 million to organiNations serving o"r neigh,orhoods.1'. &hat do current customers feel a(out your (rand? A social gra)hic c"stomer com)arison ,et5een %"n-in6 %on"ts and /tar,"c-s 'o"nd that %"n-in6 drin-ers still tal-ed a,o"t /tar,"c-s .*.2 )ercent o' the time they mentioned a s)eci'ic co''ee ,rand >0r"e#ens4 21$?. 0his in'ormation may mean that %"n-in6 drin-ers )re'er /tar,"c-s4 ,"t ,"y %"n-in6 d"e to )rice or convenience. C"stomers 'eel that %"n-in6s ,rand is -no5n 'or ,eing 'ast. 0his is re'lected in the com)any6s motto4 BAmerican R"ns on %"n-in.G 1). To what e1tent does your (rand match with consumers* needs wants pro(lems and interests? In 21$4 %"n-in6 %on"ts 5as ran-ed Bn"m,er one in c"stomer loyalty Y'or the eighth consec"tive yearZ in the co''ee category4G according to the Brand Deys C"stomer #oyalty 1ngagement Inde7 >/5i)ely 0eam4 21$?. %"n-in6 o''ers the Bgood dealG and a''orda,le co''ee thattoday6s cons"mers are loo-ing 'or.Peo)le today are es)ecially ,"sy and %"n-in6s driveEthr" is convenient 'or )eo)le onEtheEgo. %"n-in6 is also sim)le. 0he com)any does not con'"se its c"stomers 5ith s)ecial lingo or list siNes as Btall4G Bgrande4G or BventiG li-e /tar,"c-s.2+. 2n what ways does your (rand e1ceed consumer e1pectations?8hen cons"mers go to a %"n-in6 %on"ts4 they e7)ect hot co''ee and 'resh don"ts. %"n-in6 has e7ceeded these e7)ectations ,y allo5ing c"stomers to en@oy 'reshly ,re5ed %"n-in6 co''ee in their o5n home. 0he com)any created De"rigL DEC")s in Kriginal Blend4 %eca'4 OaNeln"t and +rench Manilla >%"n-in6 %on"ts4 214?. C"stomers also e7)ect lo5 )rices 'rom %"n-in6 and the com)any has res)onded to this ,y creating a Oa))y Oo"r in 5hich drin-s are . )ercent o'' their Dunkin Donuts26original )rice d"ring select ho"rs.21. &hat are the demo$raphic characteristics of the current customers? According to !/R MagaNine4 %"n-in6 %on"ts c"stomers are Bsome5hat more li-ely to ,e 5hitePCa"casian and 21 )ercent more li-ely than the general )o)"lation to 5or- in a )ro'essional ormanagerial occ")ationG >!/R4 214?. In addition4 %"n-in6 c"stomers Bare 64 )ercent more li-ely tocategoriNe themselves as Bvery "nhealthy.G 22. &ho are the competiti!e consumers?%"n-in6 %on"ts main com)etitors are /tar,"c-s and Dris)y Dreme %on"ts. A lot o' /tar,"c-s cons"mers drin- their co''ee 'or stat"s reasons4 the ,rand./tar,"c-s can charge a )remi"m )artly ,eca"se it has esta,lished its stores as a com'orta,le U/ Cens"s B"rea"4 21?.Besides that4 America is a very "r,aniNed )o)"lation 5ith (1)ercent residing in cities.%"n-in6 %on"ts6 -ey mar-et segments are st"dent4 5or-er4 -ids and 'amilies. %"n-in2 %on"ts dominates the east coast. >Cens-y4 212?At the end o' 2114 there 5ere 14($ %"n-in2 %on"ts stores 5orld5ide4 incl"ding &41. 'ranchised resta"rants in $6 United /tates and $46( international sho)s in $2 co"ntries >%"n-in6 %on"ts4 214?.25. &hat are the psycho$raphics? %"n-in6 cons"mers are )rimarily 5or-ing )eo)le on the go.0hey li-e to get a sand5ich andco''ee or )erha)s a ,o7 or t5o o' don"ts 'or their coE5or-ers.%"n-in6 cons"mers "s"ally aren6t theyo"ng hi)ster ty)e.0hey are more commonly )eo)le 5ho 5or- 'rom *: a.m to .: ).m.%"n-in6 cons"mers are 41)ercent more li-ely than the average ad"lt to ,e registered as Inde)endents and * )ercent less li-ely to ,e registered as Re)",licans. >+etto4 2*?/ales to Ois)anics and millennials have ,eg"n to e7)and %"n-in6s gro5th.2". &hen and how often do consumers (uy the product?In an article )",lished in 21$ ,y co''ee enth"siast %an Mos-o5itN4 research 5as com)letedto determine ho5 many times )er month c"stomers visited %"n-in6 %on"ts vers"s /tar,"c-s. 0he research 'o"nd that 2 )ercent o' the c"stomers 'reA"ented the chain less than once a month4 64 )ercent o' the c"stomers )"rchased co''ee one to 'ive times a month4 1 )ercent visited ,et5een si7 and 1$ times a year and only 6 )ercent o' the cons"mers )"rchased co''ee 14 or more times a month>Mos-o5itN4 21$?.2%. &hen and how often do consumers use the product?As )revio"sly mentioned in the disc"ssion a,ove4 cons"mer 'reA"ency to %"n-in6 %on"ts varies in dedication. /ome cons"mers 'reA"ent the chain more than 14 times )er month 5hile some Dunkin Donuts2(only attend one or t5o times every co")le o' months >Mos-o5itN4 21$?. +or those 5hom are avid cons"mers4 their "se o' the )rod"ct increases. I' cons"mers are ,"ying )rod"cts 'rom the store s"ch as co''ee ,lends or re"sa,le c")s4 their "se o' any %"n-in6 )rod"ct 5ill increase e7)onentially. 2'. How do they use the end product / ser!ice?According to its 5e,site4 the %"n-in6 Brand o''ers several )rod"cts that can ,e )"rchased and "sed at vario"s times thro"gho"t the cons"mer6s daily ro"tine >%"n-in6 %on"ts4 214?. /ome o'the )"rchasa,le )rod"cts4 aside 'rom reg"lar 'ood and ,everage4 incl"de vario"s ,lends o' tea and co''ee4 re"sa,le drin- c")sPm"gs4 a))arel4 car decals4 magnets and many other )rod"cts. Many o' these )rod"cts have s)eci'ic "ses s"ch as the car decals and a))arel ,"t re"sa,le c")s and m"gs are a))ro)riate 'or other ,everages ,esides @"st those 'rom %"n-in6 %on"ts. 2). How do they make (uyin$ decisions?8hen c"stomers m"st decide 5hich co''ee chain to )"rchase their ,everage or drin-s 'rom4 o'ten the choice de)ends on a co")le o' di''erent 'actors. 0he 'irst /tar,"c-s chain 5as esta,lished in Pi-es Place Mar-et in /eattle4 8ashington in the early 1*&s. %"n-in6 %on"ts 5as 'o"nded in 1*. in the city o' Canton4 Massach"setts. According to an article )",lished ,y the O"''ington Post4cons"mers o' each individ"al sho) vary ,ased ")on location. %"n-in6 %on"ts c"stomers )o)"late m"ch o' the north and so"theast o' the United /tates 5hile avid /tar,"c-s drin-ers are located on the 5est side. In the state o' +lorida4 66 %"n-in6 %on"ts resta"rants are ho"sed 5hile there are only .6 /tar,"c-s locations. 3+. &hat information is most important?Cons"mers are concerned 5ith the ingredients "sed in the )rod"cts4 a''orda,ility4 environment 'riendly4 and accessi,ility. A certain )ercentage o' sho))ers are 5illing to )ay Dunkin Donuts2*s",stantially more 'or organic 'oods that have not ,een e7)osed to to7ins and don6t contain genetically modi'ied ingredients. >[a774 n.d.? 31. &here do they $et their information?Cons"mers can get their in'ormation 'rom a 'e5 di''erent reso"rces s"ch as the internet4 in store4 'aceEtoE'ace comm"nication and 5ord o' mo"th. 0he internet is the most hel)'"l 5ay 'or cons"mers to gain more insight on the com)any. +or e7am)le4 on the %"n-in2 %on"ts 5e,site4 thereis a n"trition catalog 'or their 5hole men" incl"ding drin-s. %"n-in2 %on"ts has recently created a B%%/martG men" 'or healthier choices 'or on the go. Bas-inERo,,ins also has a n"trition g"ide 'or all o' the iceEcreams and drin-s sold. 0here is a %"n-in2 Brands ;"trition Advisory Board 5hich assists 5ith research and hel)ing the cor)oration to ,etter "nderstand and stay ahead on enhancing the n"tritional val"e o' men" choices. 8e,sites li-e B"siness8ee-.com have many val"a,le articlesa,o"t %"n-in2 ,rands too. #eslie Patton 5rites a,o"t ho5 %"n-in2 %on"ts is testing o"t )oly)ro)ylene hotEco''ee c")s and sho"ld ma-e a 'inal decision on s5itching to the environment 'riendly c")s ,y 216.32. &ho are your (est customers?%"n-in6s cons"mers are some5hat more li-ely to ,e 5hitePCa"casian and 21 )ercent more li-ely than the general )o)"lation to 5or- in a )ro'essional or managerial occ")ation. %"n-in6s )otentially )ers"ada,le diners incl"de that they are 64 )ercent more li-ely to categoriNe themselves as Bvery "nhealthy.G >!/R MagaNine4 214? /ince %"n-in2s )otential cons"mers vie5 themselves as "nhealthy4 creating the B%%/martG men" 5as a )ositive idea. %"n-in2s ,est c"stomers are the ones loo-ing 'or a good deal4 5ho are on the go and loo-ing 'or a )rod"ct that 5ill ,e the same en@oya,le A"ality every time. Dunkin Donuts$33. &hat are competitors doin$ for the same ser!ice/product?%"n-in2 %on"ts is -no5n 'or its co''ee4 don"ts and ,rea-'ast sand5iches. /tar,"c-s is one o' %"n-in2s main com)etitors and has ,een testing ne5 l"nch sand5iches at some U./. locations to attract more c"stomers a'ter the morning r"sh. Introd"cing ne5 )rod"cts s"ch as 9ree- yog"rt smoothies4 grilled cheese4 ,ee' ,ris-et ,ag"ettes and grilledEchic-en sand5iches4 /tar,"c-s is giving %"n-in2 a r"n 'or its money. 8hat %"n-in6 %on"ts no5 o''ers that /tar,"c-s does not is almond mil-. /tar,"c-s is hesitant d"e to )otential allergen. B0here are more o))ort"nities than ever 'or resta"rant com)anies to di''erentiate themselves ,y staying on to) o' cons"mer trends and res)onding to them4G says =ohnCostello4 %"n-in6 Brands6 )resident o' glo,al mar-eting and innovation.34. How can you do it (etter?/tar,"c-s "ses social media to advertise and connect 5ith cons"mers >/cho"ltN4 21$?. %"n-in6 co"ld do ,etter ,y creating social media mar-eting cam)aigns that are interactive. Cons"mers may ,e delighted ,y ,eing involved in the )rocess. +or e7am)le4 %orito allo5s its cons"mers to create /")er,o5l ads 'or the ,rand and #ay6s hosts a contest to create the ne7t ne5 )otato chi) 'lavor. %"n-in6 sho"ld strive 'or a larger social media )resence in addition to ma-ing its smart)hone a)) a 'oc"s. 35. &hat do competitors* pre!ious ad campai$ns look like?According to Advertising Age4 in 21$ /tar,"c-s la"nched a cam)aign to )romote the A"ality o' its co''ee ,eans and the 5ay in 5hich they are acA"ired >Morrison4 21$?. 1arlier this year4 they also la"nched an /M/ mar-eting cam)aign 5here cons"mers 5o"ld te7t certain 5ords to the n"m,er 22122. 0he re5ard 5as an image o' a s)ace cat that 5as @"st a '"n thing to receive. It Dunkin Donuts$15as the ,rand6s 5ay o' )romoting a ne5 drin- >=ohnson4 214?. Another cam)aign "sed 05itter to acA"ire H1(4 in sales >8asserman4 21$?. 0his cam)aign let "sers t5eet gi'ts to t5itter 'riends 5ith the handle C05eetaco''ee.3". &hat worked what didn*t?In 2$4 the ,rand tried to introd"ce a ,lender into the mar-et. 0he /tar,"c-s Barista Bar Blender cost cons"mers a,o"t H1 ,"t the )rod"ct 5as "na,le to di''erentiate among other ,lenders and 5as discontin"ed >Peterson4 21$?. In 2124 /tar,"c-s la"nched a social media cam)aign as-ing cons"mers to t5eet 5ith the hash tag B3/)read0heCheer.G 0his 'ailed as many "sers attac-ed the ,rand. 05eets even a))eared on a screen at #ondon6s ;at"ral Oistory m"se"m >O"''ington4 212?. A social media cam)aign that did 5or- 5as the one 5here co''ee drin-ers t5eeted "sing C05eetaCo''ee. 0his led to a,o"t H1(4 in gi't card )"rchases >8asserman4 21$?. 3%.How do consumers percei!e the current campai$ns?Recently4 the co''ee giant la"nched a ne5 cam)aign called BMeet Me at /tar,"c-s.G 0he ,rand )layed a si7Emin"te 'ilm a,o"t the idea o' the co''eeho"ses ,eing a meeting )lace 'or 'amily and 'riends. It6s e7)ected that cons"mers 5ill res)ond 'avora,ly to the cam)aign. /tar,"c-s ho)ed 'or a lightEhearted a))eal to re'resh the ,rand6s image and ,ring more )eo)le into its stores >Peterson4 214?. DIVERSITYDoes the clients current campaign reflect diversity? &f so$ does it do so in a positive way or does itDunkin Donuts$2perpetuate stereotypes?%"n-in6 %on"ts6 cam)aign 'or the 214 'iscal year has ,een 'oc"sed on the %% Per-s )rogram. 0he )rogram aims to re5ard loyal c"stomers 5ith disco"nted items4 'ree drin-s and a variety o' other )er-s.0his cam)aign a,sol"tely em,races the diversity o' the many di''erent )eo)le 5ho -ee) this ,"siness r"nning. A'ter cons"lting the %"n-in6 %on"ts6 To"0",e channel4 it isclear that this com)any is 'oc"sed on cele,rating the di''erences among cons"mers and also the one characteristic they all share in common: their love 'or %"n-in6 %on"ts. In a ma@ority o' its commercials4 %"n-in6 %on"ts 'eat"res cartoonEli-e characters that do not have 'aces4 ,"t vario"s shades o' s-in color. In the commercials 'eat"ring act"al )eo)le4 a 5ide variety o' genders and ethnicities are sho5n. %"n-in6 %on"ts has managed to steer clear o' any controversy s"rro"nding racist advertising and this c"rrent cam)aign sho5s the com)any6s dedication to em,racing diversity.Dunkin Donuts$$CREATIVE BRIEF'sing the research you compiled in the previous assignments$ write a creative brief for the client.0he s"rvey "ncovered that the target a"dience 'or %"n-in6 %on"ts is single 5hite 'emales ,et5een the ages o' 1( and 22. 0hese yo"ng 5omen val"e the environment and the atmos)here o' store locations as 5ell as the variety o' men" o)tions at an a''orda,le4 collegeE,"dget 'riendly )rice.0hey don6t li-e to travel m"ch o"t o' their 5ay to get a c") o' co''ee4 ,"t they do )arta-e in ,rand loyalty. 0hey are not so m"ch don"t eaters than they are co''ee drin-ers. 0hey ty)ically s)end a little time in a co''ee sho) and are more li-ely to attend the driveEthr" any5here 'rom t5o to 'ive times a 5ee-. 0hese 5omen also li-e re"sa,le c")s and ,ags. 0hey care a,o"t the environment and c"stomer service is im)ortant to them. 8hat 5e 5ant these 5omen to do is choose %"n-in6 as their 'avorite ,rand. %"n-in6 sho"ld ,e a A"ic- sto) 'or A"ality 'ood and ,everages that -ee) them coming ,ac- 'or more. Ideally4 %"n-in6 5o"ld ,e a )art o' these cons"mers6 li'estyles4 not @"st a )itEsto) on the 5ay to 5or-. 0hey sho"ld -ee) coming ,ac- 'or more. 0hese cons"mers )erceive %"n-in6 as a val"e ,rand. 8hen com)ared to its ,iggest com)etitor4 /tar,"c-s4 these cons"mers eA"ate /tar,"c-s to 0arget and %"n-in6 to 8almart. Cons"mers thin- %"n-in6 co"ld im)rove ")on the taste and A"ality o' its )rod"cts. %"n-in6s ads 5ill tell these savvy cons"mers that the com)any isn6t @"st a val"e ,rand4 it6s a,le to o''er )remi"m co''ee that rivals that o' its com)etitor6s at a 'raction o' the cost. 0he s"))ort is that %"n-in6s )rices are some o' the lo5est in the ind"stry 5ith a larger men"selection o' 'ood and ,everages. 0he tone o' the ads 5ill remain energetic and so)histicated 5hile -ee)ing ") 5ith c"rrent trends. 0o a))eal to the collegeEage mar-et4 hashtags and social media Dunkin Donuts$4cam)aigns 5ill ,e "tiliNed. AD PROPOSALS'sing the creative brief you created for your brand$ develop () ideas for ads for your client.These ideas should be described briefly in words and also you should develop sketches to go alongwith each idea. *resent your ideas to an industry professional and write+up a discussion of thefeedback received. B1vol"tionG is a $Esecond 0M s)ot:0his advertisement 5o"ld ,e set ,ac- to 5hen%"n-in6 %on"ts 5as 'irst esta,lished. 0he ad 5o"ld ,eset in the original don"t sho) and 5o"ld 'eat"re a ,rie'glim)se into the ,eginning o' this com)any and ho5 ithas evolved into the don"t sho) many )eo)le 'reA"enttoday. 0he last scene 5o"ld 'eat"re a 5or-er in one o'the original stores handing a c"stomer a c") o' co''eeand the shot 5o"ld s5itch over to the c"stomer in the )resent day.BOo5 It6s MadeG is a )rint ad:Dunkin Donuts$.0his advertisement 5o"ld 'eat"re a "niA"eloo- at the )rocess don"ts are made at a %"n-in6%on"ts man"'act"ring ,a-ery. A ste) ,y ste)advertisement 5o"ld sho5 the cons"mers that thedon"ts are 'reshly made and delivered to ,e en@oyed,y cons"mers at the ne7t )ossi,le time.BCo''ee C") .DG is a $Esecond 0M s)ot:0his advertisement 5o"ld 'eat"re a r"nninggro") )artici)ating in a race. Instead o' ,ystandershanding o"t c")s o' 5ater4 they 5o"ld hand o"t c")so' co''ee. As soon as the )artici)ants too- a si)4 theirenergy a"tomatically increased they 5o"ld s"r)assall other gro")s and 5in the race.BInstagram ChallengeG is an Instagram ad:0his advertisement 5o"ld sho5case the %%Per-s re5ards )rogram. It 5o"ld 'eat"re the)ro)osed Instagram challenge thro"gh the "se o' thet5o mo,ile a))s. 0he advertisement 5o"ld detailho5 to "se the t5o m"ch li-e the advertisements that'eat"re ho5 to "se the %% Per-s a)).B/nea-y ;in@aG is a $Esecond 0M s)ot:Dunkin Donuts$60his ad is a %"n-in6 commercial. A si7EyearEold ,oy is dressed ") in a nin@a s"it and)retends to ,e a snea-y nin@a. Oe s)ots hismom6s ,o7 o' %"n-in6 don"ts on the co"nterto)and tries to steal them a5ay. 0he mom catcheshim ,"t decides to s)lit it 5ith him. At the endo' the commercial4 the tagline BAmerica R"nson %"n-inG dis)lays on the screen and is heard5ith a voiceover o' a 'emale voice. B/t"dy AidG is a 05itter ad:BMy Boy'riend =oeG is a )rint ad:Dunkin Donuts$&B%% /"rvival DitG is a )rint ad:B1coEn"tG is a )rint ad:0he s-etched ad on the le't is a )art o' the ecoEcam)aign. It highlights %"n-in6s commitment to the "se o' glo,al conscio"s and ecoE'riendly )rod"cts 5ra))ed aro"nd the inside o' a don"t 5hile )lanet earth is )laced as the center o' the hole. 0he %"n-in6 %on"ts logo is at the Dunkin Donuts$(,ottom o' the ad in large )in- and orange )rint. A ,right4 tr"eEtoEli'e gra)hic o' )lanet earth is )laced in the center. 0he 5ords 5ra))ed aro"nd the don"t are as 'ollo5s: BCommitment to 1 )ercent s"staina,le )alm oil. K)ening #11% certi'ied and 1nergy 1''icient 9reen /tores.Pay o"r em)loyees 'or h"manitarianand ,each4 )ar- and riverclean")s. Use )lantE,ased,iodegrada,le and recycla,lecontainers. +air 0radeCerti'ied. %U;DI;6CAR1/.GB;e5 #oo-G is a )rint ad:0he image to thea,ove right advertises %"n-in6s ne5 loo- cam)aign.0he little 'emale don"t hole is loo-ing into a mirror o' her as a 5hole don"t./he loo-s very )lain as a don"t hole ,"t her re'lection in the mirror is o' her as a 5hole don"t 5ith a ne5 hairc"t4 shoes and accessories.0he )rint o' the ad states4 BCome in and chec- o"t o"r 8OK#1 ne5 loo-FG0he %"n-in6 %on"ts logo is at the ,ottom in large )in- and orange )rint.BOa))y BirthdayG is a radio ad:/+[: 9RKUP /I;9I;9 OAPPT BIR0O%AT.Anno"ncer: 8ho says yo" can6t have yo"r ca-e don"t and eat it tooQ ;ot only is %"n-in6 no5 )ledged to ma-ing their don"ts 5ith only s"staina,le )alm oil4 ,"t 5hen yo" @oin the%% Per-s Re5ards Program yo" also get a 'ree ,irthday ,everage o' yo"r choiceF9o to d"n-indon"ts.com or do5nload the %"n-in6 %on"t a)) to yo"r smart)hone.Dunkin Donuts$*To" get a 'ree ,everage @"st 'or @oiningFUse yo"r card 'or %"n-in6 )"rchases and yo"6re on yo"r 5ay to tasty 'ree ,everages and e7cl"sive o''ersFBK)rahG is a $Esecond 0M s)ot:Man 5al-s into a 'ancy co''eeho"se.0here is a ,earded man 5ith glasses )laying an atrocio"s aco"stic version o' Miley Cyr"s6s 8rec-ing Ball song.Oe stares at the 5all men" and yo" here his tho"ghts4 B+ra))"ccino4 Macchiato4 /tra5,erries and CrWme4 Chocolate Caramel CrWme\K)rah 8in'reyQ I can order an K)rahQB;ightmareG is a $Esecond 0M s)ot:*retentious female employee greets the man.1m)loyee:Oello4 may I hel) yo"QMan:I6d li-e a co''ee )lease.,mployee gives snide face and speed talks.1m)loyee:K-4 s"re.8o"ld yo" li-e that reg"lar or deca' or as a latte4 'roNen4 iced4 tall4 grande4venti4 trenta\er words become muffled and faster and faster.The words on the menu begin to move about like a shaken crossword.The music meshes with the baristas words andwords on the menu until he gets di""y and falls backwards where he then wakes up inhis bed to his -#)) a.m. alarm.The man is shaken but relieved.The man is dressed in his business suit and stops at a Dunkin Donuts store.es greeted with a smile by the Dunkin employee.Man:Tes4 I6d li-e a co''ee. A medi"m4 reg"lar co''ee )lease.The employee gives him his beverage promptly.e smiles and gives a sigh of relief Dunkin Donuts4as he picks up a local newspaper and takes a seat. B0a-e Me OomeG is a )rint ad:B%% /martG is a 05itter ad:B;ot ="st %on"tsG is a ,anner ad:Dunkin Donuts41BP"m)-in MochaG is a )rint ad: B8here6s 8aldoG is a )rint ad:Dunkin Donuts42B/t"dy ,rea-G is a )rint ad:B0riling"alG is a )rint ad:Dunkin Donuts4$BOave To"r Ca-e and 1at It 0ooG is a )rint ad:BKnEtheEgoG is a )rint ad:Dunkin Donuts440his last advertisement sho5s all o' the delicio"s o)tions to choose 'rom at %"n-in6 %on"ts4incl"ding ne5 BonEtheEgo ,rea-'ast o)tions.G 0his ad a))eals to )eo)le 5ho are ,"sy and don6t have a lot o' time in the morning. It also reminds )eo)le that %"n-in6 %on"ts doesn6t sell only don"ts.Dunkin Donuts4.PROFESSIONAL FEEDBACK+or )ro'essional 'eed,ac- on the 2 advertisement ideas 'or %"n-in6 %on"ts4 1RMC Oammer cons"lted +aith Oershey4 a mar-eting coordinator at the University o' ;orth +lorida. Kverall4 Oershey tho"ght the gro") develo)ed many great ideas.Oershey critiA"ed nearly every advertisement individ"ally. +or BOo5 it6s Made4G Oershey said she li-ed the transition incl"ded in the )rint ad. +or the Instagram advertisement4 she mentioned ho5 reminding c"stomers that %"n-in6 %on"ts is there to ,ene'it them 5as a great selling )oint.Kne o' the largest concerns Oershey had 5as a,o"t having a call to action in each o' o"r ads./he stated that a ,rand can6t rely on the cons"mer to go o"t and )"rchase a )rod"ct @"st ,eca"se they sa5 an ad 'or itI advertisements sho"ld )rovo-e an immediate res)onse 'rom the a"dience. Another concern 5as that the 2 ads may not 5or- all together as a consistent cam)aign.K"t o' all the ads4 Oershey said that B0riling"alG 5as her 'avorite ,eca"se it 'oc"ses on an image that isn6t too 'ar o'' 'rom %"n-in6 %on"t6s c"rrent ,randing. Oershey stated that the )rint ad sho5cases the )rod"ct 5ell and is still 5itty and clever.Dunkin Donuts46BODY COPYTaking the best idea developed in the previous assignment$ write copy for a print ad and describewhat the visual will look like. BTo" never have to search very hard to 'ind 5hat yo"6re loo-ing 'or.G0he creative ,rie' 'or %"n-in6 %on"ts revealed that c"stomers have 'ast )aced li'estyles and don6t have a lot o' time to dedicate to 5aiting in line 'or a c") o' co''ee. Dee)ing this in mind4 the ,est idea develo)ed 'or the ,rand 5o"ld ,e an advertisement that sho5s a city eng"l'ed in don"ts4 co''ee and %"n-in6 %on"ts signat"re colors o' )in- and orange. 0he ad sho5s cons"mers they don6thave to ,e ,othered 5ith trying to 'ind some5here to get their morning co''ee or don"tI %"n-in6 %on"ts is all aro"nd them. 0he idea o' the ad is again reiterated thro"gh the %"n-in6 %on"ts logo 5ith the motto4 BAmerica R"ns on %"n-in6.G LAYOUT SKETCHESDraw thumbnail sketches using the copy you .ust completed. Choose the most promisingthumbnail and develop a detailed layout.K"t o' the 'o"r develo)ed layo"t s-etches4 the to) right A"adrant s-etch 5ill ,e the most e''ective. 0he "se o' the iconic America R"ns on %"n-in logo 'its a))ro)riately ,eneath the ,ody co)y. 0he te7t is aligned right to give it an interesting aesthetic a))eal. 0he idea is to -ee) the ad sim)le and trendy.Dunkin Donuts4&RADIODetermine if the idea for your print campaign can translate effectively into radio. &f theprint ad relies on a visual to be understood$ will you be able to communicate that image throughsound? Write a /)+-) second spot. 0he )rint ad o' an assorted ,o7 o' scr"m)tio"s loo-ing %"n-in6 %on"ts 5ith the tagline Dunkin Donuts4(B%on6t 'eel g"ilty a,o"t having yo"r don"ts and eating them too.G0he ,ottom o' the ad has the 5ords B;o5 made 5ith s"staina,le )alm oil.G ,eneath the %"n-in6 logo.0his image 5ill ,e translated 5ell into an advertisement 'or radio. 0he ad 5ill highlight the ne5 %% Per-s Re5ard Program and the com)any6s ne5 )ledge to "sing only s"staina,le )alm oil.0he radio ad 5ill go as 'ollo5s:A gro") o' )eo)le 5ill sing the ha))y ,irthday song.0hey 5ill s",stit"te the )erson6s name 'or B%"n-in6 %on"ts +anG then highlight the commitment to s"staina,le )alm oil and the 'ree ,irthday ,everage and other %% Per-s.9RKUP: Oa))y ,irthday to yo". Oa))y ,irthday to yo". Oa))y ,irthday %"n-in6 %on"ts 'an. Oa))y ,irthday to yo"./+[: 9RKUP CO11RI;94 C#APPI;94 B#K8I;9 ;KI/1 MAD1R/.A;;CR: 8ho says yo" can6t have yo"r don"t and eat it tooQ %"n-in6 %on"ts is no5 )ro"dly )re)aring its don"ts 5ith s"staina,le )alm oil4 so )lanet earth may cele,rate even more ,irthdays. 8hen yo" @oin the %% Per-s Re5ards Program4 yo" get a 'ree ,irthday ,everage o' yo"r choiceF 9o to dd)er-s.com or do5nload the %"n-in6 %on"t a)) to yo"r smart)hone to claim yo"r ,irthday gi't.Dunkin Donuts4*TELEVISIONDetermine if the idea for your print campaign can translate effectively into television. &f the print aduses long copy$ will you be able to communicate the same points into a visual medium? Develop astoryboard for a /)+second spot.0he creative ,rie' 'or %"n-in6 %on"ts revealed that c"stomers have 'ast )aced li'estyles and 5aiting in line 'or a c") o' co''ee is sim)ly not an o)tion 'or them. +or the %"n-in6 television ad4 it 5ill 'eat"re a city eng"l'ed in don"ts4 co''ee and %"n-in6 %on"ts signat"re colors o' )in- and orange. 0his advertisement co"ld easily ,e translated e''ectively into television. 0he ad 5ill comm"nicate to cons"mers they 5on2t have go 'ar 'or their morning co''ee 5ith %"n-in2 aro"nd every corner. 0he 0M commercial starts o''sho5ing a c"stomer 5a-ing ") andstarting o'' their day ma-ing his or hero5n %"n-in2 co''ee at home 5ith a%"n-in6 DEc"). Kn his or her 5ay to5or-4 the c"stomer co"ld sto) 'ordon"ts 'or his or her co5or-ers at the%"n-in2 on the corner near home. A'terthat4 the c"stomer then goes 'or a A"ic- a'ternoon )ic- me ") d"ring l"nch to the %"n-in2 that is attached to the o''ice ,"ilding. BTo" never have to search very hard to 'ind 5hat yo"2re loo-ing 'or4G 5o"ld ,e anno"nced ,e'ore the screen 'ades o"t.Dunkin Donuts.DIRECT MARKETINGDevelop a direct marketing piece for your client.0ook at your clients current website. Does itreflect the brand image of your client? &s it easy to navigate? Develop a site map and look for thehome page that reflects the new image youve created for the client.0he direct mar-eting )iece is a letter a,o"t the %% Per-s re5ards )rogram. It 5ill e''ectively re'lect the ,rand image o' %"n-in6 ,eca"se o' its '"n a))earance and toEtheE)oint nat"re.0he letter 5as designed 5ith the ,rand6s main 'ont and color scheme in mind. Kn the o"tside4 the envelo)e is colored on each side 5ith a glossy 'inish. 0he 'la) reads a call to action4 B0a-e a Pee-. 1arn a %rin-.G 0his is to entice the target c"stomer 5ith something 'ree. Knce inside4 the c"stomer 5ill contin"e to read a,o"t the ,ene'its and val"e o' the %% Per-s re5ards )rogram as 5ell a have the terms and conditions handy to ans5er any A"estions. 0his letter is designed to align 5ith %"n-in6s image ,eca"se it is clean4 '"n4 'riendly and easy to "nderstand. Kn the 'ace o' the envelo)e4 there is a sec"rity screen 5hich allo5s the c"stomer in'ormation and a )ict"re o' the %% Per-s card to sho5 thro"gh. Knce o)ened4 the letter gives in'ormation a,o"t the )rogram 5ith t5o in'o gra)hics at the ,ottom. Beneath that is a disclaimer that there is im)ortant in'ormation on the reverse o' the )age. 0he ,ac- o' the 'irst )age and 'ront o'the second )age contain the %% Per-s terms and conditions 'rom dd)er-s.com.E 1nvelo)e +ront & Bac- EDunkin Donuts.1 E +ront o' Page 1 EDunkin Donuts.2E Bac- o' Page 1 EDunkin Donuts.$E +ront o' Page 2 EDunkin Donuts.4%"n-in6s 5e,stie4 d"n-indon"ts.com4 is 'airly easy to navigate. 0he layo"t o' the landing Dunkin Donuts..)age is organiNed 5ell to incl"de the %"n-in ,log4 ta,s 'or social media4 relevant men"s along the to) ,ar and )rod"ct o''erings to the le't. Oo5ever4 a 'e5 things sho"ld ,e changed 'or sim)licity. 0he search ,ar sho"ld ,e moved 'rom the ,ottom o' the )age to the to) o' the )age. 0his 5o"ld enco"rage e7)loration and ma-e it easier 'or c"stomers to 'ind 5hat they 5anted. As 5ell as moving the search ,ar4 lin-s to social media sho"ld ,e easy to locate and clic-a,le. %"n-in sho"ld add social media at the to) o' the home )age and let them remain static on each )age o' the site. Again4 this allo5s c"stomers to easily 'ind %"n-in6s social media )resence. SOCIAL MEDIADevelop a plan to get consumers te1ting$ tweeting and liking your brand. Create a few sampletweets for your brand.Dunkin Donuts.6%"n-in6 %on"t6s target a"dience is yo"ng and already on social media. %"n-in needs to ,e more interactive thro"gh all social media )lat'orms4 es)ecially 05itter. 05itter allo5s a voice to ,e given to com)anies4 ma-ing them more )ersona,le. 05itter has 'avorites and ret5eets4 ,oth o' 5hich co"ld hel) %"n-in6 reach more )eo)le and gain an even larger 'ollo5ing. Brands that t5eet 5ith a )ersonality and relata,le e7)eriencesP events "s"ally 5ill get the most 'avorites and ret5eets.1. ;ot s"re 5hat to get yo"r 'riends this holiday seasonQ 1veryone loves a 3Croissant%%on"t 2. ]0is the season 'or red and green s)rin-les 3%"n-in%on"ts$. To"6ll need all the ca''eine yo" can to stay a5a-e "ntil midnight to ring in the ;e5 TearF Pic- ") yo"r last 3%"n-in%on"ts co''ee o' 214. 4. I' yo" don6t have time to come into o"r stores in the morning4 have no 'ear4 De"rigL is hereF3%"n-in%on"tsDC")s.. /end "s yo"r 'avorite don"t and co''ee com,ination 5ith the hashtag 3My%"n-in6. My ,oy'riend6s name is =oe. Oe6s +rench. And vanilla. K-ay he6s a c") o' +rench vanilla co''ee at %"n-in %on"ts. &. %"n-in6 %on"t6s co''ee ^ ,oy'riends. It doesn6t tal- ,ac- and it6s al5ays availa,le in the morning.(. %"n-in6 %on"ts co''ee is the only st"dy aid 5ith re5ards. 3%%Per-s*. 8hat6s yo"r 'avorite holiday 'lavorQ 3%%Per-s1. R0 i' yo" drin-4 eat and slee) %"n-in6INTEGRATED MARKETING COMMUNICATIONDetermine which alternatives to traditional advertising work best for your client. Then develop atleast one of these ideas. &llustrate an image on an 2.3 1 44 inch paper. Dunkin Donuts.&8ith social media and mo,ile a))s on )hones ,ecoming increasingly )o)"lar4 it 5o"ld ,e in %"n-in6s ,est interest to ,egin )lacing more em)hasis on online and mo,ile advertising. 8ith the introd"ction o' the %"n-in6 %on"ts mo,ile a)) and the %% Per-s )rogram4 cons"mers are ready to contin"e "sing these means o' advertising on a reg"lar ,asis. U)on scrolling thro"gh Instagram "sers4 a centraliNed %"n-in6 %on"ts Instagram acco"nt 5as not 'o"nd. As social media s"ch as +ace,oo- and 05itter ,egin to lose the interest o' many cons"mers4 moving to Instagram 5o"ld ,e a great alternative 'or advertising. 0he com)any can lin- its c"rrent mo,ile a)) 5ith Instagram and hold monthly challenges. Cons"mers 5o"ld then ,e a,le to ")load )hotos )ertaining to the monthly challenge and 5o"ld have an o))ort"nity to ,e 'eat"red on the Instagram acco"nt or earn more )oints 'or their %% Per-s )rogramDunkin Donuts.(CLIENT PITCHTake the individual ads youve .ust completed and refine them$ using feedback using the industryprofessionals feedback. !ddress the following# the insights you have uncovered about the clientsbusiness and customers$ the campaign theme and why it works$ three to five e1amples from thecampaign$ and why the client should hire you as its new agency.1RMC Oammer 5or-ed to create a s"ccess'"l advertising cam)aign 'or %"n-in6 %on"ts. 0he cam)aign is intended to s)i-e the interest o' )eo)le 5ho are onEtheEgo and in need o' a )ic-EmeE") d"e to their hectic sched"le and li'estyle. 0he message to cons"mers is that %"n-in6 %on"ts is going to ,e res)ect'"l o' their timeI they 5ill ,e in and o"t o' the store in a timely manner and 5itho"t s)ending a lot o' money. 0he target a"dience is single4 5hite 'emales 1( to 22EyearsEold. 0his target is li-ely in college and there'ore has a demanding sched"le. Ideally4 %"n-in6 %on"ts 5o"ld ,ecome a )art o' the target6s ro"tine and ens"re ,rand loyalty. 0he a))eal is that %"n-in6 is 'ast and ine7)ensive4 ,"t isn6t a Bchea)G ,rand. Advertisements 'or this cam)aign 5ill sho5case the many delicio"s 'ood and ,everage o)tions availa,le at %"n-in64 as 5ell as the )rice and convenience stand )oints. C"stomers need to ,elieve that choosing %"n-in6 is tr"ly in their ,est interest. 0he ,rand is )ersona,le4 a''orda,le4 tasty and convenient. Dunkin Donuts.*0his 'irst ad sho5s the ne5 )rod"ct4 5hich loo-s a))ealing. It lets cons"mers -no5 that %"n-in6 is no5 more convenient than ever. Kne doesn6t even need to leave their ho"se to e7)erience the taste o' %"n-in6 %on"ts co''ee. 0his ad over5helms the cons"mer 5ith the idea that %"n-in6 %on"ts is all aro"nd them and there'ore the most convenient o)tion. 0his ad is more artistic and a ,it less direct4 ,"t the logo o'' tothe side de'initely hel)s drive the )oint home. Dunkin Donuts6REFERENCESBloom,erg. >214?. %"n-in6 loo-s to re)lace 'oam c")s 5ith recycla,le V )lastic. ChicagoB"siness.com. Retrieved 'rom htt):PP555.chicago,"siness.comParticleP214*1(P;18/&P14*1*&*4Pd"n-inEloo-sEtoEre)laceE'oamEc")sE5ithErecycla,leE)lasticQ"tmSso"rceR;18/&&"tmSmedi"mRrss&"tmScam)aignRchicago,"siness3Bonche-4 Mar-. >21$?. P"r)ose is goodI /hared )"r)ose is ,etter. Oarvard B"siness Revie5. Retrieved 'rom htt):PPh,r.orgP21$P$P)"r)oseEisEgoodEsharedE)"r)osePBrand /trength. >n.d.?. %"n-in6 'ranchising. Retrieved 'rom htt):PP555.d"n-in'ranchising.comP'ranchiseePenP,randPo5er.html0he Canadian Press. >212?. %"n-in6 %on"ts to a))eal verdict giving 'ranchisees H16.4 million. Retrieved 'rom htt):PPthechronicleherald.caP,"sinessP11(.*Ed"n-inEdon"tsEtoEa))ealEverdictEgivingE'ranchiseesE164Emillion Carroll4 M. >n.d.?. /)lit co"ntry: %"n-in2 vs. /tar,"c-s. Boston.com. Retrieved 'rom htt):PP555.,oston.comPyo"rto5nPs)ecialsPstar,"c-sSvsSd"n-inSdon"tsCens-y4 A. >212? %"n-in6 %on"ts to do",le U./. locations. C;; Money. Retrieved 'rom htt):PPmoney.cnn.comP212P1P4Pne5sPcom)aniesPd"n-inSdon"tsSlocationsPinde7.htmCohen4 I. >n.d.?. Ivy Cohen cor)orate comm"nications mar-eting coach. Retrieved 'rom: htt):PP555.ivycohen.comPMar-etingCoachPBrand0rans'ormation%"n-in%on"ts.htmlCom)any /na)shot. >211?. %"n-in6 %on"ts.Retrieved 'rom htt):PP555.d"n-indon"ts.comPd"n-indon"tsPenPcom)any.htmlCo)eland4 0. >214?. %"n-in6 %on"ts e7)ansion )lans in +lorida. Retrieved 'rom htt):PPstoc-s.orgPcons"merEsta)lesPd"n-inEdon"tsEnasdaAdn-nEe7)ansionE)lansEinEDunkin Donuts61'loridaP2.*14P %an4 A. >211?. Dris)y Dreme gives ne5 meaning to 5ordEo'Emo"th advertising. +or,es. Retrieved 'rom htt):PP555.'or,es.comPsitesPavidanP211P11P$PanEiconicE,randEyo"EcanEsin-Eyo"rEteethEintoP%"n-in2 Brands. >;.d.?. A,o"t.com. Retrieved 'rom htt):PPne5s.d"n-in,rands.comP+o"ndationPA,o"tEtheE+o"ndationE$e*.as)7%"n-in6 %on"ts. >214?. %"n-in6 %on"ts6 great eight: Brand -eys ran-s %"n-in6 %on"ts n"m,er one in co''ee c"stomer loyalty 'or eighth straight year. Retrieved 'rom htt):PPne5s.d"n-indon"ts.comPPressEReleasesP%U;DI;E%K;U0/E9R1A0E1I9O0EBRA;%ED1T/ERA;D/E%U;DI;E%K;U0/E;UMB1REK;1EI;ECK++11ECU/0KM1RE#KTA#0TE+E4&c.as)7 %"n-in2 %on"ts Press Dit. >214?. %"n-in6 %on"ts ;e5s. Retrieved 'rom htt):PPne5s.d"n-indon"ts.comPimageli,raryPdo5nloadmedia.ash7QMedia%etailsI%R$2.1ntertainment CloseEU). >212?. %"n-in6 %on"ts "nveils mo,ile a)) 'or )ayment and gi'ting o' %"n-in6 )rod"cts. Retrieved 'rom htt):PPsearch.)roA"est.comPa,itradePdocvie5P1$461124&P6+B.2A%A1C$4BA2P!P2Qacco"ntidR146* +acenda4 M. >214?. U))ing the ante in "ns5eetened and s5eetened o''erings. 0ea and Co''ee 0rade =o"rnal. Retrieved 'rom htt):PPgo.galegro").com.da7.li,."n'.ed"P)sPretrieve.doQsgOitCo"nt0y)eR;one&sortR%AE/KR0&inP/Rtr"e&)rodIdRPPPM&"ser9ro");ameR@ac-*1**&ta,I%R0$&searchIdRR1&res"lt#ist0y)eRR1/U#0S#I/0&content/egmentR&search0y)eRAdvanced/earch+orm&c"rrentPositionR$&content/etR9A#1_&CA$(1*4(6&&&&docIdR9A#1`A$(1*4(6&&&doc0y)eR9A#1&roleRDunkin Donuts62+ar'an4 B. >n.d.? Com)any mission statementsE com)lete list o' the 5orld6s largest retail missions. Retrieved 'rom htt):PPretailind"stry.a,o"t.comPodPretail,est)racticesPigPCom)anyEMissionE/tatementsP%"n-inEE%on"tsEMissionE/tatement.htm+etto4 =. >2*? %emogra)hics and )re'erences o' co''ee drin-ers in America. Cons"mer Insights. Retrieved 'rom htt):PP555.e7)erian.comP,logsPmar-etingE'or5ardP2*P12P1Pdemogra)hicEandE)re'erencesEo'Eco''eeEdrin-ersEinEamericaPOals4 0. >2*?. K)erator o' .6 %"n-in2 %on"ts 'iles 'or ,an-r")tcy. Re"ters. Retrieved 'rom htt):PP555.re"ters.comParticleP2*P&P6P-ainos)artnersEidU/;62612((2*&6O"''ington4 P. >212?. /tar,"c-s2 3s)readthecheer hashtag ,ac-'ires as 05itter "sers attac- co''ee giant. uffington *ost. Retrieved 'rom htt):PP555.h"''ington)ost.comP212P12P1&Pstar,"c-sEs)readEtheEcheerSnS2$1&.44.htmlIndian Ban-ing ;e5s. >21$?. %"n-in2 ,rands re)orts third A"arter 21$ res"lts. Retrieved 'rom htt):PP555.le7isne7is.com.da7.li,."n'.ed"Plnac"i2a)iPres"ltsPdocvie5Pdocvie5.doQdoc#in-IndRtr"e&ris,R21S02.&1*((&'ormatR9;B+I&sortRBKK#1A;&start%oc;oR1&res"ltsUrlDeyR2*S02.&1$*616&cis,R22S02.&1*(11&treeMa7Rtr"e&tree8idthR&selRC;odeI%R21&node/tateIdR411enSU/4141&(444$$41&.4$(4$1&docsInCategoryR1&&csiR$(*$6&doc;oR1=ohnson4 %. >214?. /tar,"c-s la"nches /M/ mar-eting cam)aign to )romote +ra))"cino. 0atango. Retrieved 'rom htt):PP555.tatango.comP,logPstar,"c-sEla"nchesEsmsEmar-etingEcam)aignEtoE)romoteE'ra))"ccinoPMar-et 8atch. >214?. Dris)y Dreme %o"ghn"ts Inc. 0he 8all /treet =o"rnal. Retrieved 'rom htt):PP555.mar-et5atch.comPinvestingPstoc-P--d Modern Ba-ing. >212?. ;T ,a-ery ta-es legal action against %"n-in6s ]artisan ,agel6 line. Retrieved 'rom Dunkin Donuts6$htt):PPsearch.)roA"est.comPa,itradePdocvie5P1*1((.$4P+2CA.C1(14(A412%P!P1*Qacco"ntidR146* Morrison4 M. >21$?. /tar,"c-s @"m)s on 'oodEso"rcing trend in ")coming cam)aign. Advertising Age. Retrieved 'rom htt):PPadage.comParticlePne5sPstar,"c-sEla"nchesEcam)aignE'oc"sedE,eanEA"alityP24426$PMos-o5itN4 %. >21$? Are Dris)y Dreme and %"n-in6 Brands in denialQ Retrieved 'rom htt):PP555.'ool.comPinvestingPgeneralP21$P1P2$PareE-ris)yE-remeEandEd"n-inE,randsEinEdenial.as)7Passy4 C. >214?. /tar,"c-s 5on2t tell yo". 8all /treet =o"rnal. Retrieved 'rom htt):PPsearch.)roA"est.comPdocvie5P1.6.(&&.$.Qacco"ntidR146*Peterson4 O. >21$?. 0he 5orst /tar,"c-s )rod"ct 'lo)s o' all time. B"siness Insider. Retrieved 'romhtt):PP555.,"sinessinsider.comP'ailedEstar,"c-sE)rod"ctsE21$E11Qo)R1Peterson4 O. >214?. /tar,"c-s is a'raid o' not ,eing cool anymore. B"siness Insider. Retrieved 'romhtt):PP555.,"sinessinsider.comPstar,"c-sEne5EadEcam)aignE214E*Prior4 A. >214?. %"n-in6 ,rands A"arterly sales 'all short. Retrieved 'rom htt):PPonline.5s@.comParticlesPd"n-inE,randsEA"arterlyEsalesE'allEshortE1461**2.$ PR ;e5s5ire. >21$?. %"n-in2 %on"ts anno"nces )lans to enter so"thern Cali'ornia. Retrieved 'romhtt):PP555.)rne5s5ire.comPne5sEreleasesPd"n-inEdon"tsEanno"ncesE)lansEtoEenterEso"thernEcali'orniaE1(&((6(1.htmlPR ;e5s5ire. >21$?. %"n-in2 %on"ts cele,rates ;ational %on"t %ay 5ith 'ree don"t o''er and the la"nch o' the glaNed don"t ,rea-'ast sand5ich. Retrieved 'rom htt)s:PPlogin.da7.li,."n'.ed"PloginQ"rlRhtt):PPsearch.e,scohost.comPlogin.as)7QdirectRtr"e&d,R,5h&A;R21$6&.PR.;18/.U/PR.;T2((&siteRedsElivePR ;e5s5ire. >214?. %"n-in6 don"ts tees ") ne5 iced green tea and iced tea 'lavors. Retrieved Dunkin Donuts64'rom htt)s:PPlogin.da7.li,."n'.ed"PloginQ"rlRhtt):PPsearch.e,scohost.comPlogin.as)7QdirectRtr"e&d,R,5h&A;R2144$1(PR.;18/.U/PR.;T*&4*&siteRedsElivePR ;e5s5ire. >214?. %"n-in6 %on"ts s5ings to5ard s"mmer 5ith the ne5 'roNen Arnold Palmer Coolata. Retrieved 'rom htt)s:PPlogin.da7.li,."n'.ed"PloginQ"rlRhtt):PPsearch.e,scohost.comPlogin.as)7QdirectRtr"e&d,R,5h&A;R2144$1PR.;18/.U/PR.;T161$&siteRedsElive!/R MagaNine. >214?. Co''ee conce)ts can target l"nch g"ests 5ith demogra)hic data. Retrieved 'rom htt):PP555.AsrmagaNine.comPo"tsideEinsightsPco''eeEconce)tsEcanEtargetEl"nchEg"estsEdemogra)hicEdataR"dara-enchana4 ;. >214?. Co''ee ind"stry threatened ,y energy and s)orts drin-s: U./. co''ee drin-ing trends. Retrieved 'rom htt):PP555.i,times.comPco''eeEind"stryEthreatenedEenergyEs)ortsEdrin-sE"sEco''eeEdrin-ingEtrendsE1.6$6/tatista. >21$?. Co''eeho"se ind"stry statistics and 'acts. Retrieved 'rom htt):PP555.statista.comPto)icsP16&Pco''eeho"seEchainEmar-etP/tatista. >214?. Co''ee ho"se chains ran-ed ,y n"m,er o' stores 5orld5ide in 21$. Retrieved 'rom htt):PP555.statista.comPstatisticsP2&2*Pco''eeEho"seEchainsEran-edE,yEn"m,erEo'EstoresE5orld5ideP/5i)ely 0eam. >21$?. . reasons 5hy %"n-in6 %on"ts ran-s 31 in loyalty. Retrieved 'rom htt)s:PP555.s5i)ely.comP,logPd"n-inEdon"tsEloyaltyP 0re'is 0eam. >214?. /tar,"c-s raises co''ee )rices: ,oost to margins and reven"e gro5th. Retrieved'rom htt):PP555.'or,es.comPsitesPgreats)ec"lationsP214P&P$Pstar,"c-sEraisesEco''eeE)ricesE,oostEtoEmarginsEandEreven"eEgro5thP0r"e#ens. >21$?. /ocialgra)hic com)arison: %"n-in6 %on"ts vs. /tar,"c-s. /ocial ,ehavioral insights 'rom the 'ood & ,everage ind"stry. Retrieved 'rom Dunkin Donuts6.htt):PP,log.tr"elens.comPsocialgra)hicEcom)arisonEd"n-inEdon"tsEvsEstar,"c-sP U./. Cens"s B"rea". >21?. Retrieved 'rom htt):PP555.cens"s.govPgeogra)hy.html8asserman4 0. >21$?. /tar,"c-s 2t5eetEaEco''ee2 cam)aign )rom)ted H1(4 in )"rchases. Masha,le. Retrieved 'rom htt):PPmasha,le.comP21$P12P.Pstar,"c-ssEt5eetEaEco''eeE1(P8it-o5s-i4 8. >214?. %"n-in6 vs. /tar,"c-s shares: %"n-in6 has roasted its rival recently. Mar-et 8atch. Retrieved 'rom htt):PP,logs.mar-et5atch.comPthetellP214P4P24Pd"n-inEvsEstar,"c-sEsharesEd"n-inEhasEroastedEitsErivalErecentlyP 8ong4 M. >214?. 0im Oorton6s 5ill com)ete 5ith %"n-in6 'or 5orld do"ghn"t domination. Retrieved 'rom htt):PP555.,"siness5ee-.comParticlesP214E(E2(P'orE5orldEdon"tEdominationEitsEtimEhortonsEvsEd"n-inEdon"ts[a774 =. >;.d.?. 8hat 'actor is most im)ortant in motivating a cons"merQ Retrieved 'rom htt):PPsmall,"siness.chron.comP'actorEim)ortantEmotivatingEcons"merE24&4$.htmlACE DOCUMENTATIONIDNameSubject Time InApptN00877959Parker, Andreas EdwardADV3101 Advertising Creative Strategy/!a"an09#53A

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