Dunkin' Donuts
Transcript: Marketing Mix Perks Program Cont. Joint Commercial Featuring Betty White Pricing Strategy: Throughout the US Online and in store Target south Retirement states ex. Florida TV, radio, Internet, billboards Sponser golf events one year campaign test markets: Florida, Georgia, Texas, Maryland, North & South Carolina Build awareness Introduce new rewards program Mature audience to AARP Dunkin Donuts benefits Distribution Strategy: Promotional posters distribution Go into APP Market Customer on the go Revitalizing Dunkin Donuts Perks Reward Program Reinforcing Dunkin Donuts brand with AARP Cont. Brand Hierarchy Reward System: every 20 dollar = free medium coffee can be spent online for other items Monthly rewards Instant winner when card is swiped AARP members: double points every 10 dollars free coffee No card? 10% off purchases $15 customized cards 'Brand Keys' #1 in Coffee Customer Loyalty for the sixth straight year Two marketing oppportunies: Revitalizing Dunkin Donuts Perk Program Reinforcing the brand to the mature audience Brand Overview Packaging: Questions? Thank You More fan-centric than sales-centric establishing connection with customer, adding their social networking, and creating loyalty Connecting with one customer = connect with their network no charge only change: points customers will receive More products for free = spend more money for points Let customers pay to customize cards Promotion Strategy: Revamp the Dunkin Donuts Perks rewards program Partner with AARP By using the help from Perks & AARP Penetrate Southern markets Take advantage of DD's contracts with sports teams and leagues Cont. Strategic Positioning Average American household: 14 different rewards programs > only active in six Revitalizing program will be more appealing to consumers Engagement, incentive, and interaction are vital success factors Online access Perks APP Brand Elements program: continue to serve current customers. act as an incentive to possibly enhance sales of existing customers In addition to the new 'on-the-go', tech savy customers Direct competitors: city & town diners, local coffee shops Less direct competitors: Starbucks Older generation do not prefer Starbucks Product Strategy: One of the largest coffee shops around United States Recognized by 97% US population Founder: Bill Rosenberg First had success with "Open Kettle" Opened DD after the success 1955: franchised the company Today: About 10,000 stores worldwide AARP: American Association of Retired Persons USA: approx 313 million people Currently: 35.7 million AARP Magazine readers this is excluding members who opt out of the option = about 10% of the US Market 80% of Boomers expected to work during retirement years AARP website: Dunkin Donuts' listed under companies Concept Statement Slogan: "Dunkin Donuts Perks Card, Start you day with a perk Jingle: "It's time for the Percolator Joseph Acquaro Ethan Casucci Ryan Lavoie Nathalie Santillan Brieanne Weiland Market Analysis Redeem points for every dollar spent free coffee, mug, other items Discount for AARP members give incentive to AARP unknown to the brand Why? Group with massive buying power & market share AARP & Dunkin Donuts Logo:
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