imc campaign-Dunkin' Donuts
Dunkin’ Donut is owned by Dunkin’ Brand Group, Inc. (Nasdeq:DNKN). It is one of the World’s leading Franchisors company and quick service restaurant. Dunkin Donut and Baskin – Robbins both are Dunkin’ brand.
Now,there were 10,083 Dunkin' Donuts stores worldwide, including 7,015 franchised restaurants in 36 United States and 3,068 international shops in 32 countries.serving more than 3 million customers per day. Dunkin' Donuts sells 52 varieties of donuts and more than a dozen coffee beverages as well as an array of bagels,breakfast sandwiches and other baked goods. Dunkin' Donuts is the world's leading baked goods and coffee chain.
Target Market
Dunkin’ Donuts targets different customers and has clearly created a separate segment for itself in the coffee house sector. It is a no-frills coffee chain, which focuses on serving customers who don’t quite care about the couches and music and instead want quality products at economical cost.they always keep the customer’s interests in mind.
Reasons for targeting
Age 18-25 years old
This entire group is teenager student and young worker and they are limited budget
Age 25 years old above
They are heavy restaurant user group due to busy working lifestyles and they have relatively high incomes and are more flexible in their budgets.
Businessman
This group do not perceive Dunkin Donuts coffee is a luxury food and it is easy take away food when they rush the time go to work.
Marketing Mix
8p’s (Product, Promotion, Place, Price, People, Physical Evidence, Process, Positioning)
For their product campaign they use varies IMC tools-
For their product campaign they use varies IMC tools-
Advertisement
Dunkin' Donuts follow a institution at categories and interacts people by customer oriented ads that allows customers to choose information to receive.
TVC
Television was considered the most effective media of promoting the campaign.We have a multi-year TV partnership with ESPN where we sponsor Monday Night Countdown, the pregame show to Monday Night Football, and that's been a very effective TV platform for us.
http://www.youtube.com/watch?v=zvxH9CC5Dd4
http://www.youtube.com/watch?v=63O5wkEPDSs
http://www.youtube.com/watch?v=drTJ6ZCsSe0
These are some TVC of Dunkin' donuts.
Billboards & Printing Media
Dunkin Donuts use a huge number of billboards for their product.
Dunkin Donuts use a huge number of billboards for their product.
Sales Promotion:
Discount: Dunkin donuts also arrange discount dealing with AARP. If you purchase a extra large beverage you will get a free donut by a valid AARP membership card.
Contest: They are offering some contest such as “dunkin donuts mug cup contest”. In this contest you have to snap a beautiful picture with a big mug to win this contest. They also offering IccDD vine contest to promote their sales. They are arranging those contest to permanent their legal resident.
Bonus Pack: Everybody wants some bonus. Dunkin donuts also offering some bonus pack for the consumers. For example: if you buy $20 Dunkin donuts gift card you will get bonus $5.
Premiums: Dunkin donuts make a perfect gifting idea for friends and family. For example: they offered six donuts and six munchkins priced at Rs.300 and you can also buy eight donuts and eight munchkins at Rs.400.
PR/Publicity:
PR events: Concert: Every summer dunkin donuts offered some concert show with WBRU for the customers. Recently they organized a concert in July 13. It was one of the best concert of them. In this concert walk on the has played free concert as a part of WBRU.
Fashion show for customers: Dunkin donuts arrange some fashion show for customers. They organized a fashion show with small boutique fashion.
Small boutique fashion video link:
Interactive:
Online;
Facebook: Dunkin’ Donuts has just over 12 million Facebook fans,Their language is very friendly which really treats a homemade atmosphere.
YouTube: In YouTube they have posted 92 videos so far. They promote their items and then make some hummericals to attract customers and make them feel how good they are. They even posted their working environments and workers to know others how safe and healthy their foods are. so their activities are really very much up-to-dated and unique.
Mobile:
App: So far their app is downloaded more than 10000000+ sized 12.56 MB. This app built to make all your dunkin runs easier. In addition, It will also get your commented so you can share the dunkin works.
Their Reviews: 4.2 out of 5 which is really very impressive.
Direct Selling:
In direct selling you have to go their web:
http://www.dunkindonuts.com/dunkindonuts/en.html and you will get some nice catalogues where you may find his/her right products.
Contacts:
You have to an account to purchase their products in online but fewer than 13 may not open an account and between 14 to 18 have to make it only under his/her parents.
Catalogue:
Refferences-
www.foodusa.org
