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Dunkin Donuts - Summer Intern Project
Minds Behind It All
Dunkin Donuts - Summer Intern Project
Agency Philosophy

      We live in a time where it is vital to prepare for the future. We
       are FORESEE; a network of individuals trained to fulfill your
        company’s advertising needs. We will not only work to take
      your company to the next level but also to expand the doors of
                   imagination, innovation and creativity.


            As your agency, we unite as one. Your problem is our problem.
                 Your success is our success. Your future is our future.
                           And we FORESEE a good one!
Agenda
Dunkin Donuts - Summer Intern Project
Assignment



      Building upon the projected 2015 trends in the marketplace,
         to create a fully integrated marketing plan that keeps
          18-24 year olds Running on Dunkin’ in the year 2015.
Dunkin Donuts - Summer Intern Project
Company Overview

• Founded in 1950 in Quincy, Massachusetts,
  by William Rosenberg

• 8,800 stores worldwide, 6,400 of those in the U.S.

• Dunkin’ Donuts is the world’s largest coffee and baked
goods chain

• Dunkin’ Donuts sells 52 variety of donuts, over a dozen
coffee beverages, and other baked goods

• Dunkin’ Donuts is one of the few companies positioned
between the food and beverage markets.
Dunkin Donuts - Summer Intern Project
CATEGORY      COMPETITION




  RESEARCH       TARGET
AND INSIGHTS
Dunkin Donuts - Summer Intern Project
Coffee Industry
Coffee Industry
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Brand   Background                              Social Media   Website                                 Sharing Web
        • First opened in 1971                                                                         Content
                                                                Focus on the companies green
        • Over 15,000 stores in 50 countries                   initiative and product offerings. Has
                                                               links to social media pages.

        • Premier roaster/ retailer of coffee
        in the world
        • Founded in 1955 Leading global                        Focus on their McCafe and has
        food service retailer                                  links to social media pages.



        • Founded in 1964 500 locations in                      Focus on their always fresh coffee
        the US Largest QSR chain in Canada                     and new menu offerings. Has links
                                                               to social media pages.


        • Founded in 1954 Over 12,100                           Focus on their food offerings and
        locations in 74 countries Nations #2                   current BK promotions. Has videos
        burger chain                                           shorts of the King.



        • Opened in 1992 415 stores in 16                       Info on the companies coffee and
        states and 80 franchise locations                      tea drinks and other product
        worldwide 2nd largest specialty                        offerings. Has links to social media
        coffee retailer in the US                              sites.
Biggest Competition

           Coffee Houses & Bakeries




                                           Biggest Competition
Quick Serve Restaurants
“Starbucks aims to promote their brand and the coffee experience to foster
   human connections—which is what Starbucks advertising is all about.”
“The Simple Joy in Life”
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Generation Y


•Born between 1979 and 1997          •Impatient/attention strapped     •88% of 18-29 year old are online
•113 million                         •Strong viewed                    •70% use the Internet daily
•37% of current population           •Music oriented                   •Majority of time online is for
•$629 billion buying power           •Generation of activists          entertainment purposes
•Most racially diverse generation    •Multi-taskers                    •17 million Facebook users
•39% of 18-24 year olds in college   •GREEN (53% buy green products)   •37% on Twitter
•54% live in suburbs                 •Comparison shopper               •Most likely to watch TV programs
                                                                       online (11%)
“They grew up on the Internet…”
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
SOURCES    TECHNOLOGY
               TRENDS




SOLUTIONS     PRIMARY
             RESEARCH
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Five years ago, the mobile landscape
  was in many ways, a world apart
       from where we are now.

    The Sidekick RAZR was on its
       way to breaking sales
         records worldwide


        The Sidekick II was
      Paris Hilton’s best friend

      the Blackberry was still
         all about business
“Five years ago,
  YouTube was just getting
 started, myspace was the
most popular website in the
U.S., and Facebook was still
   limited to college and
    high-school students.
                        ”
The Future of Technology


       FLEXIBLE
       SCREENS


       AUGMENTED
       REALITY



       IN-HOME 3D
Millenials and Technology
Millenials and Technology
Dunkin Donuts - Summer Intern Project
Journal Research



                   Three students in summer school
                   were asked to write down their
                   coffee consumption habits over
                      the course of the summer.
Florida A&M University

Undergrad Student
Female, 19
University of Texas

Student
Male, 23
University of Arkansas

Law School Student
Female, 24
Survey
Purpose:
• Understand the coffee consumption
habits of 18-24 year olds
• Learn coffee preferences of our target
audience
• Learn brand interaction preferences of
our target audience

91 respondents

Respondents well represented all parts
of the country
Drink Choice Changes from Season to Season
During what time of year do you drink hot & iced coffee?




                                                       Percent of Respondents
Coffee Consumption Primarily Mid-Day
During what time of day do you drink coffee?




        9am-12pm         12pm-5pm




                                      5pm-9pm
                                     9pm-12am
               5am-9am
                                    12am-5pm
Incentives are Important

             “LOYALTY PROGRAMS AND OFFERING SPECIALS OF THE WEEK.”



   “FREE ICED COFFEE DAY. IT’S THE BEST. ITS ACTUALLY LIKE A COMMUNITY EXPERIENCE.”



                            “FREQUENT PURCHASE CARD.”


                              “BUY ONE GET ONE FREE.”
Drinking coffee is school related


     “Graduate school”
     “School work”
     “School, work, enjoying it more”
     “Only need it during school”
     “I need more coffee to survive a long day”
Findings

• Coffee is the student’s aid in school
• Students are looking to be rewarded for their purchases
• Students drink coffee to get them through ONE task, not to get them through
the entire day
• 2015 will be all about mobile – commerce, communication,
brand interaction
• Generation Y is the on-demand generation; everything at their fingertips
• Media needs to be loud, succinct, and interactive
Dunkin Donuts - Summer Intern Project
STRATEGY    TACTICS




LOGISTICS   MEDIA
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Why this works for the target…


                                       HIGHLY EDUCATED

                                 FAST-FORWARD THINKING

                                                 BUSY

                                            TECH SAVVY
Dunkin Donuts - Summer Intern Project
Meter
Dunkin Donuts - Summer Intern Project
Assignment Goals

                1. Growing sales
                 2. Awareness
               3. Adapting to 2015
           4. Retaining core consumers and
                   attracting new ones
Plan Overview
PHASE 1:
Brand Awareness
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Augmented Reality
Microsite
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
PHASE 2:
Brand Interaction
                    May
Markets

BOSTON
CHICAGO
MIAMI
AUSTIN
Location-Based Social Networks
Check-In Program
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Point Distribution

   • Check-in to class – 1 pt.
   • Check-in to library – 1 pt.
   • Social check-in with 20+ people on campus – 2 pt.

   • Check-in to Dunkin’ – double pts. for the day

   Finals Frenzy 	
   • Up rewards
   • 3 pts. For a library check-in
   • 4 pts. For a study group check-in
Leveled Badges
PHASE 3:
Staying ProDUNKtive
     June    July
Dunkin Donuts - Summer Intern Project
BOSTON CHICAGO MIAMI          AUSTIN
 JUNE 1   JUNE 15   JUNE 30    JULY 15
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
How our strategy accomplishes our
       assignment goals?
Dunkin Donuts - Summer Intern Project
SCHEDULE   MEASUREMENT




FORESEE      BUDGET
Dunkin Donuts - Summer Intern Project
TACTIC                           AUG       SEPT      OCT   NOV   DEC   JAN   FEB   MAR   APR   MAY   JUN   JUL
            Hulu Commercial
                       Twitter
                    Microsite
 Augmented Reality Banner
  Augmented Reality Flyers
     Location Based Flyers
         On-Campus Display
            Campus Display
  Location-Based Program
            In-Store Displays
          Guerilla: Bus Stops
    Guerilla: Painted Road



     Key: orange-National        pink-Local Market
Dunkin Donuts - Summer Intern Project
Metrics
  Online                       Mobile                   Overall
  •Total Site Visits           •Number of individuals   •Number of augmented
                               using the check in       reality coupons
  •Total Unique Site Visits    program                  redeemed
  •Average Daily Site Visits
  •Number of Retweets/         •Number of badges        •Sales of coffee
  Hashtags                                              throughout 12 months
                               claimed
  •Followers on Twitter pre-
  campaign vs. post-
  campaign                     •Number of deals
                               redeemed
Dunkin Donuts - Summer Intern Project
Budget Breakdown
    Microsite	 	        	      	  	                   	 	              $ 50,000
    Augmented Reality- Design	    	   	              	 	               $ 50,000
    Augmented Reality- Flyers	    	   	             	   	              $ 15,000
                                  	
    Commercial-Production and Post	       	       	     	              $ 400,000
    Online Media Buy	 	        	  	   	                            	   $ 200,000
    Check- In Program- Licensing	 	                       	    	       $ 25,000
    Check- In Program- Flyers	    	   	               	        	       $ 12,000
    In Store Stickers- Spring	 	  	                           		       $ 8,000
    Bus Stop Takeovers	 	      	  	           	   	            	       $ 40,000
    Street Painting	    	      	  	   	               	        	       $ 50,000
    In Store Stickers- Summer		   	       	       	            	       $ 100,000
    Total	 	      	     	      	  	   	           	            	       $ 950,000

    Overrun Cushion	 	      	     	   	               	        	       $ 50,000
Budget
Media Trend Forecast
                                     $30,000




                                     $22,500


                                                             Digital   Magazin
In	
  Millions	
  of	
  $	
  Spent




                                                             Outdoor


                                     $15,000




                                      $7,500




                                         $0
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Dunkin Donuts - Summer Intern Project
Appendix Information
Coffee Industry:
Slide 13:
       http://smrb.com/web/guest/american-coffee-drinkers
       http://www.marketforce.com/2010/07/market-force-coffee-and-snack-chain-study/
 
Slide 14:
       http://www.ncausa.org/i4a/pages/index.cfm?pageID=684

Slide 15:
       http://findarticles.com/p/articles/mi_m3190/is_20_43/ai_n31977382/
 
Competitive:
Slide 17:
       http://www.timhortons.com/ca/en/index.html
       http://www.cariboucoffee.com/
       http://www.bk.com/
       http://www.seriouseats.com/2010/06/iced-coffee-roundup---mcdonalds-starbucks-and.html
 
Slide 18:
       http://www.bnet.com/blog/food/starbucks-dunkin-donuts-mcdonalds-coffee-rivals-fight-breakfast-war/432?tag=mantle_skin;content
       Hoovers.com
 
Starbucks:
Slide 19:
              http://seattletimes.nwsource.com/html/coffeecity/2011594096_starbucks_among_first_to_buy_a.html
              http://mashable.com/2010/03/11/foursquare-starbucks/
              www.starbucks.com
              http://adage.com/article?article_id=143747
              Hoovers.com
 
Appendix Information
McDonalds:
Slide 20:
             http://adage.com/article?article_id=144703
             http://adage.com/article?article_id=144873
             http://www.mobilemarketer.com/cms/news/advertising/5939.html
             http://www.boston.com/business/articles/2009/06/18/mcdonalds_gains_ground_on_coffee_rivals_dunkin_starbucks/

Generation Y:
Slide 24:
           http://pewresearch.org/millennials/
           http://retailtrafficmag.com/retailing/trends/generation_y_favorite_retailers/
           http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/us_consulting_hc_GenerationY_Snapshot_041509.pdf
           http://sparxoo.com/2009/03/23/top-5-gen-y-mindsets/
           http://www.istrategylabs.com/2009/01/2009-facebook-demographics-and-statistics-report-276-growth-in-35-54-year-old-users/
           http://sparxoo.com/2010/02/26/examining-generation-y-stats-demographics-segments-predictions/
           http://www.scribd.com/doc/2607132/GENERATION-Y-THE-MILLENNIALS
           http://www.us.am.joneslanglasalle.com/Lists/ExpertiseInAction/Attachments/256/JLL-Boomers-Millennials.pdf
 
Slide 25:
           Mintel-Attitudes Towards Traditional Media Advertising and Promotional Marketing (August 2009)
Appendix Information
Coffee Market:
           Food and Beverage Industry Trends to Watch in 2010 – By Diane Toops, News and Trends Editor – 11/23/2009
           http://www.foodprocessing.com/articles/2009/decembertoops.html

           More Food and Beverage Industry Trends to Watch in 2010 - By Diane Toops, News & Trends Editor | 01/04/2010
           http://www.foodprocessing.com/articles/2010/januarytoops.html

           Is This the Future of Coffee? [2010-07-02
           http://www.qsrmagazine.com/articles/news/story.phtml?id=11268&microsite=food_beverage
 
           The American Consumer 2015 – July 2009
           http://www.qsrmagazine.com/articles/features/130/consumer2015-1.phtml

           College Students Annoyed By Mobile Ads – June 28, 2010
           http://totalaccess.emarketer.com/Article.aspx?R=1007771

           Specialty Coffee Market Getting Hotter – http://www.msnbc.msn.com/id/8841941/


 
Appendix Information
Social Media:
Slide 34
            http://mashable.com/2010/07/27/last-5-years-mobile
Slide 35
            http://mashable.com/2010/07/20/last-5-years-social-media/
Slide 37
            http://www.flowtown.com/blog/who-are-the-millennials
            http://blog.hubspot.com/blog/tabid/6307/bid/6258/11-Mind-Blowing-Mobile-Marketing-Infographics.aspx

              Brightkite Takes Branded Badges To The Next Level - http://mashable.com/2010/07/21/brightkite-badges/

              SCVNGR Creates a Radical New Way To Check-In With Friends - http://mashable.com/2010/07/20/scvngr-social-checkin/
              http://socialmention.com/

Microsite:
Slide 61 - 68
             http://ask.enquiro.com/2008/seo-benefits-of-using-microsites/
             http://www.articlesbase.com/marketing-articles/using-microsites-for-highly-focused-internet-marketing-806996.html
             http://www.evancarmichael.com/Women-Entrepreneurs/3023/How-to-Create-an-Effective-Microsite.html
 
Augmented Reality:
             http://www.howstuffworks.com/augmented-reality.htm
             http://mashable.com/2009/12/05/augmented-reality-iphone/
             http://www.guardian.co.uk/technology/2010/mar/21/augmented-reality-iphone-advertising
             http://www.bannerblog.com.au/news/2009/06/35_awesome_augmented_reality_examples.php
             http://blog.thoughtpick.com/2010/04/augmented-reality-campaigns-learn-social-media-by-example.html

Hulu:
Slide 74-77
              http://www.hulu.com/about/advertising/adexperience
              http://www.hulu.com/about/advertising/casestudies
              http://www.hulu.com/about/advertising/adspecs
Appendix Information
General
 
          Dunkin Brands Franchise Growth –
          http://www.dunkinfranchising.com/aboutus/franchise/franchise-growth.html#growthTable

          Future Consumption Trends Sure to Affect Quick Serves –
          http://www.qsrmagazine.com/articles/features/130/consumer2015-1.phtml

          Gen Y Comes Into Focus –
          http://totalaccess.emarketer.com/Article.aspx?Ne=3&N=1073+909+498&No=0&R=1006354&xsrc=article_head_sitesearchx

          Specialty Coffee Market Getting Hotter – http://www.msnbc.msn.com/id/8841941/

          Who’s Using Twitter in The U.S? – http://smartdatacollective.com/Home/27004

          Social Media In Business – Fortune 100 Statistics – http://www.istrategy2010.com/blog/social-media-in-business-fortune-100-statistics/

          10 Beautiful Social Media Infographics – http://mashable.com/2010/07/01/social-media-infographics/

          Coffee Shops Industry Overview – http://subscriber.hoovers.com/H/industry360/overview.html?industryId=1837

          Industry: Fast Food Restaurants (QSR) – http://www.wikinvest.com/industry/Fast_Food_Restaurants_(QSR)

          http://pewsocialtrends.org/assets/pdf/millennials-confident-connected-open-to-change.pdf
          http://www.us.am.joneslanglasalle.com/Lists/ExpertiseInAction/Attachments/255/JLL-Gen-Y-Mall-Retailing.pdf
Survey Respondent’s Demographic Information


 • 70% are female                             17.1%
                                                      12.2%
 • 30% are male

 • Majority are 21 years old
                                                          17.1%
 • Majority of respondents are from
 Massachusetts and Texas              41.5%


                                                      12.2%
Substantial Growth Potential


                                                                                           Consumers use time at a
                                                                                           coffee or snack restaurant to
                                                                                           reflect, or as an escape

                                                                                           4% of consumers reported
                                                                                           trying a new coffeehouse or
                                                                                           snack restaurant in the last 30
                                                                                           days



Favorite coffeehouse & snack restaurant by number of votes from Market Force Information
“They out number the Boomers and are
   determined to change the world”
“They are Highly Educated”
Survey Questionnaire




Favorite coffeehouse & snack restaurant by number of votes from Market Force Information
Survey Questionnaire




Favorite coffeehouse & snack restaurant by number of votes from Market Force Information
Survey Questionnaire




Favorite coffeehouse & snack restaurant by number of votes from Market Force Information
Survey Questionnaire




Favorite coffeehouse & snack restaurant by number of votes from Market Force Information
Survey Questionnaire




Favorite coffeehouse & snack restaurant by number of votes from Market Force Information
Survey Questionnaire




Favorite coffeehouse & snack restaurant by number of votes from Market Force Information
Survey Questionnaire




Favorite coffeehouse & snack restaurant by number of votes from Market Force Information
Dunkin Donuts - Summer Intern Project

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Dunkin Donuts - Summer Intern Project

  • 4. Agency Philosophy We live in a time where it is vital to prepare for the future. We are FORESEE; a network of individuals trained to fulfill your company’s advertising needs. We will not only work to take your company to the next level but also to expand the doors of imagination, innovation and creativity. As your agency, we unite as one. Your problem is our problem. Your success is our success. Your future is our future. And we FORESEE a good one!
  • 7. Assignment Building upon the projected 2015 trends in the marketplace, to create a fully integrated marketing plan that keeps 18-24 year olds Running on Dunkin’ in the year 2015.
  • 9. Company Overview • Founded in 1950 in Quincy, Massachusetts, by William Rosenberg • 8,800 stores worldwide, 6,400 of those in the U.S. • Dunkin’ Donuts is the world’s largest coffee and baked goods chain • Dunkin’ Donuts sells 52 variety of donuts, over a dozen coffee beverages, and other baked goods • Dunkin’ Donuts is one of the few companies positioned between the food and beverage markets.
  • 11. CATEGORY COMPETITION RESEARCH TARGET AND INSIGHTS
  • 19. Brand Background Social Media Website Sharing Web • First opened in 1971 Content Focus on the companies green • Over 15,000 stores in 50 countries initiative and product offerings. Has links to social media pages. • Premier roaster/ retailer of coffee in the world • Founded in 1955 Leading global Focus on their McCafe and has food service retailer links to social media pages. • Founded in 1964 500 locations in Focus on their always fresh coffee the US Largest QSR chain in Canada and new menu offerings. Has links to social media pages. • Founded in 1954 Over 12,100 Focus on their food offerings and locations in 74 countries Nations #2 current BK promotions. Has videos burger chain shorts of the King. • Opened in 1992 415 stores in 16 Info on the companies coffee and states and 80 franchise locations tea drinks and other product worldwide 2nd largest specialty offerings. Has links to social media coffee retailer in the US sites.
  • 20. Biggest Competition Coffee Houses & Bakeries Biggest Competition Quick Serve Restaurants
  • 21. “Starbucks aims to promote their brand and the coffee experience to foster human connections—which is what Starbucks advertising is all about.”
  • 22. “The Simple Joy in Life”
  • 26. Generation Y •Born between 1979 and 1997 •Impatient/attention strapped •88% of 18-29 year old are online •113 million •Strong viewed •70% use the Internet daily •37% of current population •Music oriented •Majority of time online is for •$629 billion buying power •Generation of activists entertainment purposes •Most racially diverse generation •Multi-taskers •17 million Facebook users •39% of 18-24 year olds in college •GREEN (53% buy green products) •37% on Twitter •54% live in suburbs •Comparison shopper •Most likely to watch TV programs online (11%)
  • 27. “They grew up on the Internet…”
  • 32. SOURCES TECHNOLOGY TRENDS SOLUTIONS PRIMARY RESEARCH
  • 36. Five years ago, the mobile landscape was in many ways, a world apart from where we are now. The Sidekick RAZR was on its way to breaking sales records worldwide The Sidekick II was Paris Hilton’s best friend the Blackberry was still all about business
  • 37. “Five years ago, YouTube was just getting started, myspace was the most popular website in the U.S., and Facebook was still limited to college and high-school students. ”
  • 38. The Future of Technology FLEXIBLE SCREENS AUGMENTED REALITY IN-HOME 3D
  • 42. Journal Research Three students in summer school were asked to write down their coffee consumption habits over the course of the summer.
  • 43. Florida A&M University Undergrad Student Female, 19
  • 45. University of Arkansas Law School Student Female, 24
  • 46. Survey Purpose: • Understand the coffee consumption habits of 18-24 year olds • Learn coffee preferences of our target audience • Learn brand interaction preferences of our target audience 91 respondents Respondents well represented all parts of the country
  • 47. Drink Choice Changes from Season to Season During what time of year do you drink hot & iced coffee? Percent of Respondents
  • 48. Coffee Consumption Primarily Mid-Day During what time of day do you drink coffee? 9am-12pm 12pm-5pm 5pm-9pm 9pm-12am 5am-9am 12am-5pm
  • 49. Incentives are Important “LOYALTY PROGRAMS AND OFFERING SPECIALS OF THE WEEK.” “FREE ICED COFFEE DAY. IT’S THE BEST. ITS ACTUALLY LIKE A COMMUNITY EXPERIENCE.” “FREQUENT PURCHASE CARD.” “BUY ONE GET ONE FREE.”
  • 50. Drinking coffee is school related “Graduate school” “School work” “School, work, enjoying it more” “Only need it during school” “I need more coffee to survive a long day”
  • 51. Findings • Coffee is the student’s aid in school • Students are looking to be rewarded for their purchases • Students drink coffee to get them through ONE task, not to get them through the entire day • 2015 will be all about mobile – commerce, communication, brand interaction • Generation Y is the on-demand generation; everything at their fingertips • Media needs to be loud, succinct, and interactive
  • 53. STRATEGY TACTICS LOGISTICS MEDIA
  • 57. Why this works for the target… HIGHLY EDUCATED FAST-FORWARD THINKING BUSY TECH SAVVY
  • 59. Meter
  • 61. Assignment Goals 1. Growing sales 2. Awareness 3. Adapting to 2015 4. Retaining core consumers and attracting new ones
  • 90. Point Distribution • Check-in to class – 1 pt. • Check-in to library – 1 pt. • Social check-in with 20+ people on campus – 2 pt. • Check-in to Dunkin’ – double pts. for the day Finals Frenzy • Up rewards • 3 pts. For a library check-in • 4 pts. For a study group check-in
  • 94. BOSTON CHICAGO MIAMI AUSTIN JUNE 1 JUNE 15 JUNE 30 JULY 15
  • 97. How our strategy accomplishes our assignment goals?
  • 99. SCHEDULE MEASUREMENT FORESEE BUDGET
  • 101. TACTIC AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUN JUL Hulu Commercial Twitter Microsite Augmented Reality Banner Augmented Reality Flyers Location Based Flyers On-Campus Display Campus Display Location-Based Program In-Store Displays Guerilla: Bus Stops Guerilla: Painted Road Key: orange-National pink-Local Market
  • 103. Metrics Online Mobile Overall •Total Site Visits •Number of individuals •Number of augmented using the check in reality coupons •Total Unique Site Visits program redeemed •Average Daily Site Visits •Number of Retweets/ •Number of badges •Sales of coffee Hashtags throughout 12 months claimed •Followers on Twitter pre- campaign vs. post- campaign •Number of deals redeemed
  • 105. Budget Breakdown Microsite $ 50,000 Augmented Reality- Design $ 50,000 Augmented Reality- Flyers $ 15,000 Commercial-Production and Post $ 400,000 Online Media Buy $ 200,000 Check- In Program- Licensing $ 25,000 Check- In Program- Flyers $ 12,000 In Store Stickers- Spring $ 8,000 Bus Stop Takeovers $ 40,000 Street Painting $ 50,000 In Store Stickers- Summer $ 100,000 Total $ 950,000 Overrun Cushion $ 50,000
  • 106. Budget
  • 107. Media Trend Forecast $30,000 $22,500 Digital Magazin In  Millions  of  $  Spent Outdoor $15,000 $7,500 $0
  • 113. Appendix Information Coffee Industry: Slide 13: http://smrb.com/web/guest/american-coffee-drinkers http://www.marketforce.com/2010/07/market-force-coffee-and-snack-chain-study/   Slide 14: http://www.ncausa.org/i4a/pages/index.cfm?pageID=684 Slide 15: http://findarticles.com/p/articles/mi_m3190/is_20_43/ai_n31977382/   Competitive: Slide 17: http://www.timhortons.com/ca/en/index.html http://www.cariboucoffee.com/ http://www.bk.com/ http://www.seriouseats.com/2010/06/iced-coffee-roundup---mcdonalds-starbucks-and.html   Slide 18: http://www.bnet.com/blog/food/starbucks-dunkin-donuts-mcdonalds-coffee-rivals-fight-breakfast-war/432?tag=mantle_skin;content Hoovers.com   Starbucks: Slide 19: http://seattletimes.nwsource.com/html/coffeecity/2011594096_starbucks_among_first_to_buy_a.html http://mashable.com/2010/03/11/foursquare-starbucks/ www.starbucks.com http://adage.com/article?article_id=143747 Hoovers.com  
  • 114. Appendix Information McDonalds: Slide 20: http://adage.com/article?article_id=144703 http://adage.com/article?article_id=144873 http://www.mobilemarketer.com/cms/news/advertising/5939.html http://www.boston.com/business/articles/2009/06/18/mcdonalds_gains_ground_on_coffee_rivals_dunkin_starbucks/ Generation Y: Slide 24: http://pewresearch.org/millennials/   http://retailtrafficmag.com/retailing/trends/generation_y_favorite_retailers/ http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/us_consulting_hc_GenerationY_Snapshot_041509.pdf http://sparxoo.com/2009/03/23/top-5-gen-y-mindsets/ http://www.istrategylabs.com/2009/01/2009-facebook-demographics-and-statistics-report-276-growth-in-35-54-year-old-users/ http://sparxoo.com/2010/02/26/examining-generation-y-stats-demographics-segments-predictions/ http://www.scribd.com/doc/2607132/GENERATION-Y-THE-MILLENNIALS http://www.us.am.joneslanglasalle.com/Lists/ExpertiseInAction/Attachments/256/JLL-Boomers-Millennials.pdf   Slide 25: Mintel-Attitudes Towards Traditional Media Advertising and Promotional Marketing (August 2009)
  • 115. Appendix Information Coffee Market: Food and Beverage Industry Trends to Watch in 2010 – By Diane Toops, News and Trends Editor – 11/23/2009 http://www.foodprocessing.com/articles/2009/decembertoops.html More Food and Beverage Industry Trends to Watch in 2010 - By Diane Toops, News & Trends Editor | 01/04/2010 http://www.foodprocessing.com/articles/2010/januarytoops.html Is This the Future of Coffee? [2010-07-02 http://www.qsrmagazine.com/articles/news/story.phtml?id=11268&microsite=food_beverage   The American Consumer 2015 – July 2009 http://www.qsrmagazine.com/articles/features/130/consumer2015-1.phtml College Students Annoyed By Mobile Ads – June 28, 2010 http://totalaccess.emarketer.com/Article.aspx?R=1007771 Specialty Coffee Market Getting Hotter – http://www.msnbc.msn.com/id/8841941/  
  • 116. Appendix Information Social Media: Slide 34 http://mashable.com/2010/07/27/last-5-years-mobile Slide 35 http://mashable.com/2010/07/20/last-5-years-social-media/ Slide 37 http://www.flowtown.com/blog/who-are-the-millennials http://blog.hubspot.com/blog/tabid/6307/bid/6258/11-Mind-Blowing-Mobile-Marketing-Infographics.aspx Brightkite Takes Branded Badges To The Next Level - http://mashable.com/2010/07/21/brightkite-badges/ SCVNGR Creates a Radical New Way To Check-In With Friends - http://mashable.com/2010/07/20/scvngr-social-checkin/ http://socialmention.com/ Microsite: Slide 61 - 68 http://ask.enquiro.com/2008/seo-benefits-of-using-microsites/ http://www.articlesbase.com/marketing-articles/using-microsites-for-highly-focused-internet-marketing-806996.html http://www.evancarmichael.com/Women-Entrepreneurs/3023/How-to-Create-an-Effective-Microsite.html   Augmented Reality: http://www.howstuffworks.com/augmented-reality.htm http://mashable.com/2009/12/05/augmented-reality-iphone/ http://www.guardian.co.uk/technology/2010/mar/21/augmented-reality-iphone-advertising http://www.bannerblog.com.au/news/2009/06/35_awesome_augmented_reality_examples.php http://blog.thoughtpick.com/2010/04/augmented-reality-campaigns-learn-social-media-by-example.html Hulu: Slide 74-77 http://www.hulu.com/about/advertising/adexperience http://www.hulu.com/about/advertising/casestudies http://www.hulu.com/about/advertising/adspecs
  • 117. Appendix Information General   Dunkin Brands Franchise Growth – http://www.dunkinfranchising.com/aboutus/franchise/franchise-growth.html#growthTable Future Consumption Trends Sure to Affect Quick Serves – http://www.qsrmagazine.com/articles/features/130/consumer2015-1.phtml Gen Y Comes Into Focus – http://totalaccess.emarketer.com/Article.aspx?Ne=3&N=1073+909+498&No=0&R=1006354&xsrc=article_head_sitesearchx Specialty Coffee Market Getting Hotter – http://www.msnbc.msn.com/id/8841941/ Who’s Using Twitter in The U.S? – http://smartdatacollective.com/Home/27004 Social Media In Business – Fortune 100 Statistics – http://www.istrategy2010.com/blog/social-media-in-business-fortune-100-statistics/ 10 Beautiful Social Media Infographics – http://mashable.com/2010/07/01/social-media-infographics/ Coffee Shops Industry Overview – http://subscriber.hoovers.com/H/industry360/overview.html?industryId=1837 Industry: Fast Food Restaurants (QSR) – http://www.wikinvest.com/industry/Fast_Food_Restaurants_(QSR) http://pewsocialtrends.org/assets/pdf/millennials-confident-connected-open-to-change.pdf http://www.us.am.joneslanglasalle.com/Lists/ExpertiseInAction/Attachments/255/JLL-Gen-Y-Mall-Retailing.pdf
  • 118. Survey Respondent’s Demographic Information • 70% are female 17.1% 12.2% • 30% are male • Majority are 21 years old 17.1% • Majority of respondents are from Massachusetts and Texas 41.5% 12.2%
  • 119. Substantial Growth Potential Consumers use time at a coffee or snack restaurant to reflect, or as an escape 4% of consumers reported trying a new coffeehouse or snack restaurant in the last 30 days Favorite coffeehouse & snack restaurant by number of votes from Market Force Information
  • 120. “They out number the Boomers and are determined to change the world”
  • 121. “They are Highly Educated”
  • 122. Survey Questionnaire Favorite coffeehouse & snack restaurant by number of votes from Market Force Information
  • 123. Survey Questionnaire Favorite coffeehouse & snack restaurant by number of votes from Market Force Information
  • 124. Survey Questionnaire Favorite coffeehouse & snack restaurant by number of votes from Market Force Information
  • 125. Survey Questionnaire Favorite coffeehouse & snack restaurant by number of votes from Market Force Information
  • 126. Survey Questionnaire Favorite coffeehouse & snack restaurant by number of votes from Market Force Information
  • 127. Survey Questionnaire Favorite coffeehouse & snack restaurant by number of votes from Market Force Information
  • 128. Survey Questionnaire Favorite coffeehouse & snack restaurant by number of votes from Market Force Information