Monday, May 7, 2007

Dunkin Donuts marketing plan?


What should Dunking Donuts marketing plan look like for the Austin Market? Lets see if we as a group can write a plan for them....

-How much mass advertising should they do? TV..radio..outdoor.
-What roll will social marketing play in there mix?
-What should the creative look like? Remember this is Austin not Boston
-Should we be talking more about there coffee than there donuts?
-What is the Message? Quality..Customer Service...Fast?? Do they have a message already?


Lets get started..

63 comments:

Momkiss said...

How about something like, you know you want them and all the trasfats too. We have the healthy stuff too but when you really want to bite into something good eat a donut already and get the tate transfats give. I will not buy another McDonald's f fry. yuck no taste w/o transfat. Still loving my duncan donuts! ought to sum it up

Unknown said...

1 vote for loving Dunkin Donuts

-Is there a reason you love Dunkin Donuts and not Tim Hortons or Krispy Kream? How have they reached you? Mass media..word of mouth..or just service/ quaility.

JD Speer said...

First off, they need to differentiate themselves. They are going to be competing in two similar yet different markets.
1. Coffee
2. Donuts

Lets look at coffee. In Austin you have chain coffee (Starbucks, Seattle’s best) additionally you have some very well known coffee houses (flipnotics, Mozarts, your favorite here). In an Austin coffee house setting you must have good coffee, local and alternative music, wifi and comfy chairs. To get the morning crowd you must have a frequent flyer program.

In donuts you have to compete with grocery stores, some great and not so great local donuts, such as Round Rock donuts, which have distribution throughout Austin. Then there is Krispy Kreme which also has distribution throughout Austin beyond their stores.

Obviously the first line of differentiation is that Dunkin Donuts are known for having good coffee, KK is not. Most coffee houses in Austin sell baked goods and many are not extremely fresh. This would be a good place to start with messaging.

One thing I am very curious about is how DD will position themselves with regards to their facilities layout. Their shops usually consist of bar stools and few tables with hard bench seating. On the one hand this could be considered a cool retro feel, however KK has that plus you can watch the donuts being made. So this will be a challenge for them. Not as comfortable as a coffee house, not as cool as Krispy kreme. I wouldn’t start the messaging here.

Unknown said...

What will the inside look like? Or better yet what should the inside look like? Will it be "local coffee house" like City Perk? Or will it be like the rest of the corporate stores they have? Would it need to be more of a "transit" location..pick up and go? Drive thru? Wireless connection..a must?

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Tara Snow said...

Dunkin Donuts has always been great to me, always stick with my old fashioned donuts, but I keep coming across stories of people who have had really bad experiences with them, there are some really funny vents about them here>.

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