1. Marketing Goals:
“Make and serve the freshest, most delicious coffee and donuts quickly and
courteously in modern, well-merchandised stores”
A. Short Term Goals:
1. Increase Brand Differentiation
2. Create Brand Awareness
3. Get more daytime customers
4. For the full year, the company’s management expects the
earnings to be at the lower end of its guidance of $1.50-$1.53
per share.
B. Long Term Goals:
According to Food Business News, there are four long term goals.
1. Strengthen International brand
2. Improving accessibility

3. Billboards will
Change depending
On Seasons
And holidays.
This is an example of our Summer Ad
1.
2. Globalize its U.S. disciplines and metrics.
3. Improving Environmental Sustainability
Grow its comparable sales by 3.5-4% annually

4. Packaging:
This is an example of some of the coffee product packaging that we sell in grocery
stores.
The packages have the original dunkin donuts colors and the logo so they’re easy to
find.
Internet Ads: These are the types of
small ads that will go on the side of the page you’re viewing.
Or something with the America runs on Dunkin logo.
Radio Script:

5. Since the Christmas season is coming up, here is an example of the holiday/seasonal
script:
*Stock the house with lots of coffee, fa la la la la la la la la. Tis the season to drink
coffee fa la la la la la la la la. *
Everyone loves a good old Christmas carol and everyone deserves some coffee in their
life.
Come on over to Dunkin Donuts to get your joy in a cup.
(State nearest locations)
VI. Integrated Marketing Recommendations:
Sales Promotion: The sales promotion for Dunkin Donuts is pretty well established. We will not
be drastically changing it, however we will implement a few new ideas such as the free sample
of coffee at mall locations. We will also offer rewards such as a free coffee, for sharing and
expanding the social media channels.
1. Promotion Strategies:
Dunkin Donuts Perks App
Twitter
Facebook
Instagram
2. Executions:
Expanding social media channels by having interaction
with the DD consumers. We will offer incentives for sharing
our page and helping us to expand. We will offer these
every few months.
B. PR Recommendations:
a. Objectives: To have schedules and proper ways to handle a crisis within the
business as it comes up. We have trained employees so they are aware of how
to handle crisis management. We would like to keep our image clean and
responsible, and provide customers with the security that the issue are being
handled.
b. Strategies: We will figure out the best channel when the situation arises. If
something is our fault, we will take responsibility for it.
c. Executions: Social Media and other news forms

6. IV. Advertising Recommendations:
A. Target Market:
Ages 16 to 40
Business people
Students
1. Demographic Profile:
2. Psychographic Characteristics: Consumers who are concerned
about time management and health along with cost effectiveness
a) Examples:
Sports orientated
People on the go
Environmentally Friendly
b) Identify:
Loyal Customers
Present Users
Market segments:
students
workers
kids
families.
B. Advertising Objectives:
Reminding and Brand Awareness with the target audience.
Increase the chance of repeat purchases and frequency.
Increase Awareness by 60% within a year
Enhance perception of Superiority within 2 months
82% of current users will purchase a product within 3 months
C. Creative Strategy:

7. As a company who strives to be the top competitor in the coffee industry, Dunkn
Donuts plans to advertise in a way that makes the brand recognizable and also remain
true to the statement “Make and serve the freshest, most delicious coffee and
donuts quickly and courteously in modern, well-merchandised stores”
We want to:
Position the product as the top competitor in the coffee industry.
Continue to create Brand Awareness
Todifferentiate the product by penetrating new markets
● Coffee products in grocery stores
Advertisements:

8. Magazine
Small Newspaper Ad

9. Each type of
coffee/drink will
rotate onto the
screen showing the
variety of flavors.
Voice over will say
“Everyone needs a
little happiness in
life, try our new
(insert flavor) at
Dunkin Donuts.”