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Mindy GilbertR11547452Advertising Writing Assignment MCOM 2320Strategic Message Planner: Dunkin’ Donuts Cinnamon Sugar Pumpkin LatteAdvertising GoalTo help satisfy seasonal cravings.Client: Key FactsOpened first store in 1950, with the goal to “make and serve the freshest, most delicious coffee and donuts…”The brand still uses their original coffee blend recipe that was established by the founder.Serving almost 2 billion hot and iced cups of coffee every year, around the world.Dunkin’ Donuts has grown to more than 12.400 restaurants in 46 countries.Dunkin’s Donuts planning on catering to their “super fans” by rebranding eight locations across America as “Pumpkin” stores and will provide promotions and free items.Considered America’s favorite all-day, everyday stop for coffee and baked goods.Received the MenuMasters Award in 2007 for the Best Single Product Rollout category for its sausage supreme omelet breakfast sandwich Dunkin’ Donuts is the largest coffee and baked goods chain in the world.Dunkin’ Donuts cookie line won QSR Magazine’s “Best Snack Attack”.Product: Key FeaturesThe CSP latte is an coffee beverage, served either iced or hot.The CSP latte is topped with whipped cream, caramel drizzle, and a cinnamon sugar topping.A medium CSP latte contains 420 calories.A medium CSP latte sells for approximately $3.69 if hot and $4.19 if iced. Dunkin’ Donuts is also offering a line of pumpkin flavored baked goods to help promote their fall beverage.What is the purpose of the product?The CSP latte is for seasonal cravings.Consumers passion for pumpkin is rising, with product sales up 15% in 2018 setting an all time high for the past 5 years.Dunkin’ is fulfilling fan wishes by introducing the beverage, along with pumpkin flavored baked goods, and Munchkins lip balm. What is the product made of?The CSP latte is a coffee beverage, served hot or iced.Featuring pumpkin and cinnamon flavors, topped with cinnamon, sugar, and a caramel drizzle.If the CSP is served hot, the milk is steamed to make a frothy topping.Who and what made and distributed the product?Coffee beans from Arabia are used to produce all Dunkin’ Donuts coffee products.The CSP latte is made with milk blended with freshly brewed espresso beans.The CSP latte is distributed at all Dunkin’ Donuts locations.Target audience: Demographics and PsychographicsDunkin’ Donuts markets themselves as selling coffee “for people on the go”. The famous slogan “America runs on Dunkin’.” means they sell products for people on their way to work or in a rush to get somewhere but still find time to satisfy their cravings. Dunkin’ Donuts is less expensive than its competitors. When searching for coffee to purchase, consumers base their decision on four psychological factors: perception, motivation, learning, and attitudes. Perception begins with consumer exposure and attention and ends with consumer interpretation. Dunkin’ Donuts targets each gender equally and people between the ages of 23-45 purchase the coffee most often. Nowadays, people live in environments that is filled with stimuli that increase the need for things such as coffee or caffeine so Dunkin’ attempts to use that stimuli to promote their products in a way that brings more attention to them. By using billboards, television advertisements, magazines, and other ways of advertising Dunkin’ is aiming to promote their coffee to people on the go. Dunkin’ Donuts uses one of Maslow’s Hierarchy of needs which is food and water are essential to human life. By using this tactic, they are providing coffee and donuts in a fast paced environment to people who need caffeine to carry on with their day. Product BenefitsThe CSP latte is less expensive than its direct competitor (Starbucks) by almost one dollar.Available in hot or iced, cold brew, espresso, frozen, and frozen chocolate. Dunkin’ Donuts is providing 250 guests with a small hot or iced CSP latte at one of their 8 rebranded locations across the country.Direct Competitors and Brand ImagesDirect competitors are other drive-through or on-the-go coffee companies.Starbucks coffeeThere are about four thousand more Starbucks locations open in America than Dunkin’ DonutsStarbucks’ Pumpkin Spice Latte has been around since 2003. However, did not contain any real pumpkin until 2015.A medium (grande) Pumpkin Spice Latte contains 420 calories.Cost $5.93 after taxes.Starbucks target audience is the same as Dunkin’ Donuts - people on the go. However, with more locations open than Dunkin’, they are able to reach a bigger public. Indirect Competitors and Brand ImagesIndirect competitors are in-home coffee makers or espresso machines.Keurig Coffee Maker “K-Cups” can be brewed from home within minutes. This saves time in the morning from having to stop and wait in line at a drive through.K-Cups price can range anywhere from around $15 to $45 depending on the amount of K-Cups in each package. Research shows that the Dunkin’ Donuts K-Cups are a bit stronger than the in-store coffee but is more expensive in the long run.The target audience members are the same as Dunkin’ Donuts target audience - people on the go. K-Cups can save time but will most likely not save much money.Product Brand ImageCurrent brand image: The target audience still considers the direct competitor (Starbucks) a good and possible option when deciding on which pumpkin flavored beverage to drink although it is more expensive.Desired brand image: The Cinnamon Sugar Pumpkin latte from Dunkin’ Donuts is the more desirable fall beverage, while also being the cheaper option. Brand image challenge: The target audience is influenced by popularity and word of mouth when deciding on which fall beverage is the better option. Strategic Message: The Promise“At Dunkin’ Donuts, we never take a smooth, delicious, consistent cup of coffee for granted so that our customers can. You can rest assured knowing that if at any one stop along the tree-to-cup journey the coffee doesn’t meet our standards, it wont make it into your cup.” HYPERLINK " Evidence: The ProofDunkin’ Donuts has worked with the Rainforest Alliance since 2010 and they have donated $260,000 to assignments that are aimed at preserving and growing coffee and tea farms all over the world.

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