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DUNKIN' DONUTS

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by

NABILAH MUHAMAD

on 23 December 2013

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Transcript of DUNKIN' DONUTS

DUNKIN'
DONUTS

BACKGROUND COMPANY / worldwide
Founded in
1950
HQ
- Canton Massachusetts
Has more than
10,000
restaurants in
32
countries worldwide
is the
largest coffee and baked
goods chain in the world
in Malaysia
Release in
1987
HQ
- Golden Donuts Malaysia Sdn. Bhd in Kuala Lumpur
Has more than
70 varieties of donut
Has more than
a dozen of coffee and beverages
S.W.O.T
STRENGTHS
Strong brand name
Recognized and well-known in Malaysia
Has more than 70 varieties of donuts (flavors)
WEAKNESSES
Competition
from new brand (J.Co and Big Apple)
Lack of
marketing efforts
Less
popularity
Lack of
updated advertising
Lack of
service and facilities
OPPORTUNITIES
Online sale
Delivery
Coffee is the second commodity in the world
THREATS
People moving to healthier ways of eating
Competition from local cafes and bakeries (McCafe, The Coffee Bean and Tea Leaf , Starbucks)
People moving to new brands of donuts and coffee
COMPETITORS
Indonesia
Fastest growth in donuts industry
Philippines, Singapore, Malaysia, China
Has 21 flavors
J.PoPs - 12 flavors
Malaysia
Thailand, Indonesia, China, Malaysia
34 flavors
Donashi - 17 flavors
ISSUE
LACK OF
MEDIA EXPOSURE
in Malaysia
Purposed
Initiatives
BACK TO BASIC
COLLABORATION
DISCOUNT
DESIRED
OUTCOMES

with
Will get back their popularity = Big Apple and J.Co
People will aware/ updated with the Dunkin' Donuts media existence
Target Audience
RM 900
and
above
demographic
psychographic
people live in
urban area
people who

eat donuts
Purposed
Media

NEWSPAPER
advertisement
Bahasa Malaysia
English Language
26 insertions
SUN - WED
3 months
Full Page and Half page (full color)
TVC
SATELLITE TV (PAY CHANNEL)
FREE CHANNEL
MON-SUN
Sunday, Tuesday, Friday
Prime Time
7 p.m. - 11 p.m.
20 secs
2 times / 5 hours
12 /per month
Design Concept
The STAR
METRO and BERITA HARIAN
Statistics of Survey
PRESENTERS:
NUR NABILAH BINTI MUHAMAD 2012186687
ADIBAH LIYANA BINTI AHMAD BASIR 2012768291
NUR SHAKIRAH BINTI MOHD SHUKRI 2012934483

M1 AD241 4A

PRESENT FOR:
MSR. NORSHARINA BINTI SAMSURI


orange colour outfit every WED - RM1 /donut
donuts + coffee
Full transcript