Marketing presentation for Dunkin Donuts westward expansion

1. THE BANGIN’EST
DUNKIN DONUTS WESTERN EXPANSION
JENNIFER CORRIGAN
TAHIR HEMPHILL
CHRIS MEAD
MARTH WEST

2. TOPICS
RESEARCH FINDINGS
SINGLE MINDED PROPOSITION
CREATIVE CONCEPT
NEW TAGLINE
CREATIVE EXECUTIONS

3. TOPICS
RESEARCH FINDINGS
➤
SINGLE MINDED PROPOSITION
CREATIVE CONCEPT
NEW TAGLINE
CREATIVE EXECUTIONS

4. RESEARCH FINDINGS
MAC SHIMMON DUNKIN DONUTS VP OF EMERGING MARKETS
TALKS ABOUT THE VALUE SEEKING TRIBE MEMBERS IN THE
WEST THAT DON'T YET KNOW THAT THEY ARE A PART OF
THE DD TRIBE.
FOOD INDUSTRY CONSULTANT DARREN TRISTANO FROM
TECHNOMICS: DESCRIBES DD’S AS LOWER THROUGH MIDDLE
CLASS LOOKING FOR VALUE - A VERY GOOD COFFEE FOR A
GOOD PRICE.
SIMPLICITY AND QUICK SERVICE MODEL: CUSTOMERS ARE
IN & OUT NOT LINGERING LIKE IN STARBUCKS.
10,000 NEW STORES WEST OF THE MISSISSIPPI PLANNED
FOR NEXT DECADE

5. TOPICS
RESEARCH FINDINGS
➤ SINGLE MINDED PROPOSITION
CREATIVE CONCEPT
NEW TAGLINE
CREATIVE EXECUTIONS

6. SINGLE MINDED PROPOSITION
DUNKIN' DONUTS:
IT JUST MAKES MORE SENSE.

7. SINGLE MINDED PROPOSITION
DUNKIN' DONUTS:
IT JUST MAKES MORE SENSE.
FRUGAL GOURMET CHIC

8. TOPICS
SINGLE MINDED PROPOSITION
RESEARCH FINDINGS
➤ CREATIVE CONCEPT
NEW TAGLINE
CREATIVE EXECUTIONS

9. CREATIVE CONCEPTS
OUR COMMUNICATION IS
UNPRETENTIOUS, HONEST AND
CANDID. WE WANT TO SPEAK TO OUR
AUDIENCE IN THE SAME WAY THEY
SPEAK TO THEIR FRIENDS BY
PRESENTING A PERSONALITY THAT
OUR TARGET WILL RELATE TO, AND
FEEL SMART ABOUT CHOOSING
DUNKIN’ DONUTS.

10. TOPICS
SINGLE MINDED PROPOSITION
RESEARCH FINDINGS
CREATIVE CONCEPT
➤ NEW TAGLINE
CREATIVE EXECUTIONS

11. CREATIVE CONCEPTS
IT JUST MAKES SENSE.

12. TOPICS
SINGLE MINDED PROPOSITION
RESEARCH FINDINGS
CREATIVE CONCEPT
NEW TAGLINE
➤ CREATIVE EXECUTIONS

13. CREATIVE EXECUTIONS

14. CREATIVE EXECUTIONS

15. CREATIVE EXECUTIONS

16. CREATIVE EXECUTIONS

17. CREATIVE EXECUTIONS

18. CREATIVE EXECUTIONS