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.’’