Dunkin' Marketing Strategy: Meena Kumar (Website)

DUNKIN'

MARKETING STRATEGY

PRESENTED BY

Meena Kumar

Dunkin’ is a beloved American chain serving coffee, donuts, and warm breakfast items to customers on the go.

AFFORDABLE

CONVENIENT

MENU VARIETY

FAMILIARITY

GENDER

*FEMALES WITH SLIGHT LEAD

LOCATIONS

*MAJORITY EAST COAST REGION

AGE

PSYCHOGRAPHICS

FRUGAL

CONVENIENCE

-SEEKERS

ASPIRERS

TECH

SAVVY

LOYAL

STRATEGY

ESTABLISH A PREMIUM BRAND

REFRESH IDENTITY

TARGET GEN Z + MILENNIALS

Coffee shop interior, coffee cup on wooden table.

best friends makes selfie. gen z girls. make post on social

IDENTITY REFRESH

VISUAL

Vibrant, aspiration imagery
Refresh core palette
Update graphics and design visuals

AUDIO

Create a jingle
Enhance food-making sounds
Ambient cafe style music
Further partnerships with popular musicians

Frying donuts in hot oil. Homemade domestic donuts preparing in hot oil

SENSORY

SMELL

Enhance store aromas
Add plush, cozy furniture to stores
Serve “freshly”warm donuts
Textured packaging

Multi racial guys and girls taking selfie outdoors with backligh

GEN Z + MILENNIALS

VISUAL

Lean into 3 distinct categories

Donuts
Coffee
Hearty Food

Create seasonal, limited edition items
Stay affordable

Selective Focus Photography of Person Using Iphone X

DIGITAL MEDIA

AUDIO

Influencer Strategy
Content across demographic-relevant channels
Brand-aligned partnerships

APP + DELIVERY

SMELL

Update app to be forward-thinking
Make app & delivery easy
Consider subscription model

MARKETING MIX

AWARENESS

CONSIDERATION

PURCHASE

Micro Influencers

$80k Total

Celebrities/Influencers

$1-2 million

Med-Large Influencers

$80k Total

Increase app membership & downloads by 20%

Increase social media following by 15%

Increase traffic to websites by 40%

Grow social media following by 20%

Increase purchases (in-store and online) by 18%

Creative Brief

OBJECTIVE

Awareness to Consideration

AUDIENCE

Gen Z

DELIVERABLES

20-second TikTok Video
30-second Instagram Reel
40-second YouTube ad

BUDGET

$80,000.00

CTA

“Download the app to earn 100 points on your first purchase.”

Influencer Brief

Pop Culture & Trends

“A DAY IN THE LIFE”

Show interesting aspects of your daily routine and/or BTS of a typically while revealing how the Dunkin’ app seamlessly integrates into your life.

PURPOSE

Increase app downloads

DELIVERABLES (in 3 weeks)

20-second TikTok Video
30-second Instagram Reel
30-second Youtube Ad

CTA

“Download the app to earn 100 points on your first purchase.”

Influencer Brief

Gamer

“WATCH MY LIVESTREAM”

Invite followers to watch your livestream of your current favorite video game. Show how Dunkin’ deliveries via the app allows for uninterrupted gameplay when you schedule your order ahead.

PURPOSE

Increase app downloads

DELIVERABLES (in 3 weeks)

20-second TikTok Video
30-second Instagram Reel
20-second Twitch ad

CTA

“Download the app to earn 100 points on your first purchase.”

Influencer Brief

Foodies

“TRY THIS FOOD HACK”

Create super fun content revealing a “secret” or “surprisingly delicious” food hack using only/mainly items off the Dunkin’ Menu. Other non-branded ingredients can be included upon approval.

PURPOSE

Increase app downloads

DELIVERABLES (in 3 weeks)

20-second TikTok Video
30-second Instagram Reel
20-second Twitch ad

CTA

“Download the app to earn 100 points on your first purchase.”

BUDGET

Brand Identity	$2,000,000
Brand Awareness	$1,000,000
Consideration Ads	$80,000
Purchase Ads	$80,000

Customer Touchpoint

Audit

add focus to all 3 distinct product categories

(Donuts, Coffee, savory Food)

Further personalize the app experience w/ gifting

remindersand more engaginng rewards program

Create extra memorable menu experiences through

warm donuts food, & specialty seasonal flavors

Surprise & delight through the app and in-person

whencustomers scan their membership code

change website to dunkin.com officially

THANk you!

me.meenakumar.com