Dunkin Donuts focuses on the average American who enjoys the quick services it provides. It is a QSR that offers a no-frills environment and simplicity of its place. Its target group is the American in the age group of 18-45 years who are affluent and/or working professionals. Their ideal customer is someone with a family who enjoys the doughnut plus coffee combination before getting started for his day. He doesn’t fancy marketing tricks and is practical by nature.

Mr. Donut Crazy is the one who is always in a rush and would prefer an en route quick to go coffee and donut. It serves to be his morning breakfast or snack and assures him of a fresh start to his day. The customer service at Dunkin’ Donuts appeals to him as it

tends to be non-judgmental and isn’t driven by status. It is primarily for people like him who like routine and are inclined to

go places and have things to do.

Who are we targeting?

Integrated Marketing Communications IMC Plan

We are now looking at a different angle, a different period where competition is at an all-time high. Dunkin’ Donuts has a brand recall, undoubtedly, so do its competitors. Product differentiation has become commonplace—as each one has a cornucopia of items on the menu. Therefore we reposition it as,

For the working professional and the health conscious mom,

Dunkin’ Donuts is the quick, fresh and healthy snack, available anywhere and anytime, allowing them and their family to

Indulge but with restraint.

But children are also a big target group for Dunkin’ Donuts and act majorly as influencers. The children are attracted by the 52 varieties they have and the parents rest assured as freshness and kids health is guaranteed.

Campaign Idea The campaign idea is that Dunkin’ Donuts will come out

with “Nutty” donuts - a new variety of donuts made with nuts as toppings [ Raisin, almond, walnut etc. ] which are healthy and tasty at the same time, offering even sugar

free variety. Thus positioning itself as a healthy snack for kids and adults alike. All marketing

& promotion activities will be centered around the theme of ‘Going nuts’.

Positioning

Abhinav 083 | Ankit 092 | Anu 094 | Debapriyo 104 | Aditya 113 | Kv Saurab 114| Nikhil S 124 | Shradha 144 | Bharat 100 | Sanketa 140

GROUP 7

ADVERTISING -Dunkin’ Donuts will be communicated as a

healthy snack - The campaign will cover the evolution of your favorite donut from just “delicious” to “healthy

and delicious” -The idea will be conveyed across

-various mediums covered -in the media mix

PERSONAL SELLING - With the help of “Donut Express”, we would localize the distribution of

donuts and ensure delivery of donuts on demand via a phone call

or online orders

EVENTS We would organize promotional events

targeting families and working adults

PUBLIC RELATIONS - More leverage would be gained

through the use of aggressive promotion that will help in gaining earned

promotion in social media, local news channels and newspapers

SALES & PROMOTION

- Kids will be rewarded with an additional mini donut if they earn A Grade in school · Go Nuts with Dunkin Donuts - Will organise adventure sports, if someone completes the task and the picture is

uploaded on social media, they stand a chance to won personalise a donut from

Dunkin’ Donuts

Marketing Communication

Mix

GDO-NUTS WITH DUNKIN’ Media Mix

OWNED MEDIA Why? - A majority of our TG is active online giving us a wider reach SOCIAL MEDIA- Online delivery and facilities to be promoted on Twitter and Facebook. Twitter & Facebook campaign starts with #GoNutsWithDunkin where people post photo of something crazy that they’ve done. This is followed by #ShareYourDunk to promote pictures of people buying the new variety . [Timeline – 1 Month each] BLOGS – Food Bloggers to communicate the benefit and novelty of new variety of donuts. People are invited to share their healthy donut recipes and the best recipe translates into a new donut variety every month [Timeline– 6 months]

PAID MEDIA NEWSPAPER & MAGAZINES Why? - most prevalent medium to maximize reach among TG Frequent ads with special discount coupons and attractive to promote the new offering. Additionally, articles to be written with the focus of keeping the consumers updated. [Timeline: 3 months] TELEVISION Why? - To effectively reach the family as a whole Commercials to be telecast during the slots of family shows, in order to attract the attention of both parents and children. Commercial showing the transition from “delicious” to “healthy & delicious” snack by depicting imagery of how moms are now encouraging kids to have donuts [Timeline: 1 month].

RADIO Why? – Customers habituated to tune in to FM stations while driving, working, on-the-go Campaign jingles on radio along with sponsored programmes. [Timeline: 3 months] DISPLAY ADS/OOH Why? - To create visual stimulations at strategic locations where TG is expected to spot Attractive ads in front of offices, colleges and schools to increase visibility. On Ground Activations will include adventure events to tie in with the “Go Nuts” campaign including rappelling. Rafting, Climbing etc to attract kids. [Timeline: 3 months] MOBILE Why? – Due to increasing number of customers using smartphones and feature phones Apps to locate mobile store, order and get all latest updates on Dunkin’ Donuts. Dunk-a-thon to promote engagement via gaming- Highest scorer can redeem donuts for points [Timeline: 1 month]

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