Integrated Marketing Plan

 Essay about Integrated Marketing Plan

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MARKETING STRATEGY

Dunkin Doughnuts - New Iced Espressos and Dunkin Stix

American Sentinel School

Introduction to Advertising, MKT210

Wil Guttierres

a few August 2014

Table of Contents

Section 1 – Executive Summary……………………………………………….. ……Page 1 Section 2 – Mission Statement……………………………………. ……………….... Webpage 1 Section 3 – Situation Analysis………………………………………………………. Page you Section four – Industry Summary……………………………………………………….. Web page 2 Section 5 – Target Market Growth………………………………………………….. Page a couple of Section 6th – Industry Needs………………………………………………………….... Page 3 Section 7 – Strengths, Disadvantages, Opportunity and Threats………………………. Webpage 4 Section 8 – Objectives……………………………………………………………….. Webpage 4 Section 9 – Marketing Strategies……………………………………………………. Page your five Section 12 – Advertising, Targeting and Positioning…………………………………. Web page 6 Section 11 – Marketing Mix…………………….. ……………………………….. ….. Page several Section 12 - Examine Performance with Metrics…………………………………….. Page 9 References……………………………………………………………………………. Page 15

Page one particular

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

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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 – 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 – 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 – 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 – Retrieved 30 July 2014, from http://www.ncausa.org/i4a/pages/index.cfm?pageid=731

5.

6. Cafe Hospitality. (9 July 2014). Survey: Iced coffee consumers want even more flavor options – 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 – Marketing, New york city, NY: McGraw-Hill/Irwin, pg. 69

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