Dunkin Doughnuts - New Iced Espressos and Dunkin Stix
American Sentinel School
Introduction to Advertising, MKT210
a few August 2014
Table of Contents
Section 1 вЂ“ Executive SummaryвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦.. вЂ¦вЂ¦Page 1 Section 2 вЂ“ Mission StatementвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦. вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦.... Webpage 1 Section 3 вЂ“ Situation AnalysisвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦. Page you Section four вЂ“ Industry SummaryвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦.. Web page 2 Section 5 вЂ“ Target Market GrowthвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦.. Page a couple of Section 6th вЂ“ Industry NeedsвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦.... Page 3 Section 7 вЂ“ Strengths, Disadvantages, Opportunity and ThreatsвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦. Webpage 4 Section 8 вЂ“ ObjectivesвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦.. Webpage 4 Section 9 вЂ“ Marketing StrategiesвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦. Page your five Section 12 вЂ“ Advertising, Targeting and PositioningвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦. Web page 6 Section 11 вЂ“ Marketing MixвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦.. вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦.. вЂ¦.. Page several Section 12 - Examine Performance with MetricsвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦.. Page 9 ReferencesвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦. Page 15
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Dunkin Donuts Integrated Promoting Plan
1 . Executive Overview
Dunkin Doughnuts strives as the leader in coffee beverages and great breakfast food for the common person. Although for years we have been known for wonderful donuts, the industry and society have transformed dramatically and we have to modify with it. First and foremost, we have to make each of our products even more assessable to our customers. You shouldn't have to appearance very considerably to find a Dunkin Donuts store. If buyers can't find us, they may buy from somebody else. We also have to offer each of our customers more choices and market all those choices so they are aware about them. Individuals new choices have to as well taste superb and look attractive to our clients so they may come back over and over.
With today's contemporary society, we also have to offer healthy and balanced options and also be more socially responsible. Inevitably, donuts not necessarily the healthiest thing to consume so we must give our customers better options whilst still giving and advertising our world renowned donuts. The greatest challenge is usually to offer all this to our consumer at a reasonable price thus they truly feel they are finding a great product for their salary. As a company, we also need to be more environmentally conscious and socially responsible. People expects this from good organizations and we will strive to end up being among the frontrunners in these endeavors. Bottom line, the valuable clients are mainly looking for a no-frills, great product devoid of all the special features from other espresso shops minus the high prices as well. We hope to offer them all of this and more when gaining clients with the changes we are making. With proper technique and promoting, Dunkin Doughnuts will not only attain these superb goals nevertheless we will also increase the profits and global reach.
2 . Quest Statement
Dunkin Donuts quest is to offer delicious coffee beverages, donuts and breakfast time products to everyone in a affordable cost in a secure and familiar environment. We also strive to increase client satisfaction and commitment on a regional as well as global level.
3. Situation Analysis
Dunkin Donuts has become America's favorite coffee shop for decades. Long before caffeine houses became chic, we were serving scrumptious donuts and coffee to the public to become a trusted neighborhood brand. Currently there are above 10, 1000 shops globally
in 36 says and 32 countries. All of us serve more than 3 , 000, 000 customers each day and have twelve coffee beverages and 52 different types of donuts and other breakfast foods (1). Business is performing very well, and customers have been impressed with the offerings, nevertheless we need to emphasis our initiatives on applying new espresso drinks and new foods to keep our current customers and attract new kinds.
Founded in 1950 by Costs Rosenburg, Dunkin Donuts opened up its initial shop in Quincy, Ma and the others is background. We have always been...
References: 1 . Dunkin Donuts. (n. deb. ). Business Snapshot -- Retrieved August 03, 2014, from http://www.dunkindonuts.com/content/dunkindonuts/en/company.html
2 . Statista. (2014). Market share of the leading coffee stores in the United States вЂ“ Retrieved Aug 03, 2014 from http://www.statista.com/statistics/250166/market-share-of-major-us-coffee-shops/
3. Statista. (2014). Caffeine Chain Search positions by Quantity of Stores вЂ“ Retrieved September 03, 2014 from http://www.statista.com/statistics/272900/coffee-house-chains-ranked-by-number-of-stores-worldwide/
4. Statista. (2014). Coffee Chain Rankings by Earnings вЂ“ Gathered 1 Aug 2014 http://www.statista.com/statistics/270091/coffee-house-chains-ranked-by-revenue/
5. National Coffee Affiliation USA. (2013). National Coffee Drinking Styles 2013 вЂ“ Retrieved 30 July 2014, from http://www.ncausa.org/i4a/pages/index.cfm?pageid=731
6. Cafe Hospitality. (9 July 2014). Survey: Iced coffee consumers want even more flavor options вЂ“ Retrieved on a couple of August 2014, from http://restaurant-hospitality.com/coffeetea/survey-iced-coffee-drinkers-want-more-flavor-options
7. Grewal, D., Levy, M. (2011). M вЂ“ Marketing, New york city, NY: McGraw-Hill/Irwin, pg. 69