An Integrated Marketing Communication (IMC) Strategy/Plan for Dunkin' Donuts

1. Dunkin Donuts focuses on the average American who enjoys the
quick services it provides. It is a QSR that offers a no-frills
environment and simplicity of its place. Its target group is the
American in the age group of 18-45 years who are affluent and/or
working professionals. Their ideal customer is someone with a
family who enjoys the doughnut plus coffee combination before
getting started for his day. He doesn’t fancy marketing tricks and is
practical by nature.
Mr. Donut Crazy is the one who is always in a rush and would
prefer an en route quick to go coffee and donut. It serves to be his
morning breakfast or snack and assures him of a fresh start to his
day. The customer service at Dunkin’ Donuts appeals to him as it
tends to be non-judgmental and isn’t driven by status. It is
primarily for people like him who like routine and are inclined to
go places and have things to do.
Who are we targeting?
Integrated Marketing Communications
IMC Plan
We are now looking at a different angle, a different period where
competition is at an all-time high. Dunkin’ Donuts has a brand
recall, undoubtedly, so do its competitors. Product differentiation
has become commonplace—as each one has a cornucopia of items
on the menu. Therefore we reposition it as,
For the working professional and the health conscious mom,
Dunkin’ Donuts is the quick, fresh and healthy snack, available
anywhere and anytime, allowing them and their family to
Indulge but with restraint.
But children are also a big target group for Dunkin’ Donuts and act
majorly as influencers. The children are attracted by the 52
varieties they have and the parents rest assured as freshness and
kids health is guaranteed.
Campaign Idea
The campaign idea is that Dunkin’ Donuts will come out
with “Nutty” donuts - a new variety of donuts made with
nuts as toppings [ Raisin, almond, walnut etc. ] which are
healthy and tasty at the same time, offering even sugar
free variety. Thus positioning itself as a healthy
snack for kids and adults alike. All marketing
& promotion activities will be centered
around the theme of ‘Going nuts’.
Positioning
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GROUP
7

2. ADVERTISING
-Dunkin’ Donuts will be communicated as a
healthy snack
- The campaign will cover the evolution of your
favorite donut from just “delicious” to “healthy
and delicious”
-The idea will be conveyed across
-various mediums covered
-in the media mix
PERSONAL SELLING
- With the help of “Donut Express”,
we would localize the distribution of
donuts and ensure delivery of
donuts on demand via a phone call
or online orders
EVENTS
We would organize
promotional events
targeting families and
working adults
PUBLIC RELATIONS
- More leverage would be gained
through the use of aggressive promotion
that will help in gaining earned
promotion in social media, local news
channels and newspapers
SALES &
PROMOTION
- Kids will be rewarded with an additional
mini donut if they earn A Grade in school
· Go Nuts with Dunkin Donuts - Will
organise adventure sports, if someone
completes the task and the picture is
uploaded on social media, they stand a
chance to won personalise a donut from
Dunkin’ Donuts
Marketing
Communication
Mix
GDO-NUTS WITH DUNKIN’
Media Mix
OWNED MEDIA
Why? - A majority of our TG is active online giving us a wider reach
SOCIAL MEDIA- Online delivery and facilities to be promoted on Twitter and Facebook. Twitter & Facebook
campaign starts with #GoNutsWithDunkin where people post photo of something crazy that they’ve done.
This is followed by #ShareYourDunk to promote pictures of people buying the new variety . [Timeline – 1
Month each]
BLOGS – Food Bloggers to communicate the benefit and novelty of new variety of donuts. People are
invited to share their healthy donut recipes and the best recipe translates into a new donut variety every
month [Timeline– 6 months]
PAID MEDIA
NEWSPAPER & MAGAZINES
Why? - most prevalent medium to maximize reach among TG
Frequent ads with special discount coupons and attractive to promote the new offering. Additionally,
articles to be written with the focus of keeping the consumers updated. [Timeline: 3 months]
TELEVISION
Why? - To effectively reach the family as a whole
Commercials to be telecast during the slots of family shows, in order to attract the attention of both
parents and children. Commercial showing the transition from “delicious” to “healthy & delicious” snack by
depicting imagery of how moms are now encouraging kids to have donuts [Timeline: 1 month].
RADIO
Why? – Customers habituated to tune in to FM stations while driving, working, on-the-go
Campaign jingles on radio along with sponsored programmes. [Timeline: 3 months]
DISPLAY ADS/OOH
Why? - To create visual stimulations at strategic locations where TG is expected to spot
Attractive ads in front of offices, colleges and schools to increase visibility.
On Ground Activations will include adventure events to tie in with the “Go Nuts”
campaign including rappelling. Rafting, Climbing etc to attract kids. [Timeline: 3 months]
MOBILE
Why? – Due to increasing number of customers using smartphones and feature phones
Apps to locate mobile store, order and get all latest updates on Dunkin’ Donuts.
Dunk-a-thon to promote engagement via gaming- Highest scorer can redeem
donuts for points [Timeline: 1 month]