PRESENTED BY
Meena Kumar
DUNKIN'
MARKETING STRATEGY
DATE
Oct. 3, 2023
Dunkin’ is a beloved American chain serving coffee, donuts, and warm breakfast items to customers on the go.
AFFORDABLE
CONVENIENT
MENU VARIETY
FAMILIARITY
GENDER
MALE
41%
FEMALE
59%
*FEMALES WITH SLIGHT LEAD
LOCATIONS
PA
10.4%
CT
7.3%
GA
4.2%
NJ
13.5%
IL
13.5%
FL
13.5%
NY
21.9%
MA
15.6%
*MAJORITY EAST COAST REGION
AGE
18-24
25-34
35-44
45-54
55-64
65+
0
10
20
30
PSYCHOGRAPHICS
FRUGAL
CONVENIENCE
-SEEKERS
ASPIRERS
TECH
SAVVY
LOYAL
STRATEGY
ESTABLISH A PREMIUM BRAND
- REFRESH IDENTITY
- TARGET GEN Z + MILENNIALS
IDENTITY REFRESH
VISUAL
VISUAL
- Vibrant, aspiration imagery
- Refresh core palette
- Update graphics and design visuals
Total Budget: $150k
AUDIO
AUDIO
- Create a jingle
- Enhance food-making sounds
- Ambient cafe style music
- Further partnerships with popular musicians
SENSORY
SMELL
- Enhance store aromas
- Add plush, cozy furniture to stores
- Serve “freshly”warm donuts
- Textured packaging
GEN Z + MILENNIALS
MENU
VISUAL
- Lean into 3 distinct categories
- Donuts
- Coffee
- Hearty Food
- Create seasonal, limited edition items
- Stay affordable
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.”
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
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 | $150,000 |
Brand Awareness | $1,000,000 |
Consideration Ads | $80,000 |
Purchase Ads | $80,000 |
Brand Identity
$150,000
Consideration Ads
$80,000
Brand Awareness
$1,000,000
Customer Touchpoint
Audit
add focus to all 3 distinct product categories
(Donuts, Coffee, savory Food)
01
Further personalize the app experience w/ gifting
remindersand more engaginng rewards program
02
Create extra memorable menu experiences through
warm donuts food, & specialty seasonal flavors
03
Surprise & delight through the app and in-person
whencustomers scan their membership code
04
change website to dunkin.com officially
05
THANk you!
me.meenakumar.com
Social Media
@hey.meku