Dunkin Donuts Executive Summary
MARKETING PLAN
Dunkin Donuts - New Iced Coffees and Dunkin Stix
American Sentinel University
Introduction to Marketing, MKT210
Wil Guttierres
3 August 2014
Table of Contents
Section 1 – Executive Summary………………………………………………..……Page 1
Section 2 – Mission Statement…………………………………….………………....Page 1
Section 3 – Situation Analysis……………………………………………………….Page 1
Section 4 – Market Summary………………………………………………………..Page 2
Section 5 – Target Market Growth…………………………………………………..Page 2
Section 6 – Market Needs…………………………………………………………....Page 3
Section 7 – Strengths, Weaknesses, Opportunity and Threats……………………….Page 4
Section 8 – Objectives………………………………………………………………..Page 4
Section 9 – Marketing Strategies…………………………………………………….Page 5
Section 10 – Promotion, Targeting and Positioning………………………………….Page 6
Section 11 – Marketing Mix……………………..………………………………..…..Page 7
Section 12 - Evaluate Performance with Metrics……………………………………..Page 9
References…………………………………………………………………………….Page 10
Page 1
Dunkin Donuts Integrated Marketing Plan
1. Executive Summary
Dunkin Donuts strives to be the leader in coffee beverages and great breakfast foods for the common person. Even though for years we have been known for great donuts, the market and society have changed dramatically and we have to change …show more content…
They already know what our brand is about and are probably looking for us to expand and try something new and refreshing. Our customers come from all walks of life, but they are mostly heads of households with children. To reach them we will step up our television advertising, which is where most of them still get their information from – they grew up with television and they still rely on it. However, they do still use the internet like most Americans, so will also place ads and promotions on Facebook and various family oriented websites. We will also offer special promotions via email if the customer wishes to receive
Dunkin Donuts - New Iced Coffees and Dunkin Stix
American Sentinel University
Introduction to Marketing, MKT210
Wil Guttierres
3 August 2014
Table of Contents
Section 1 – Executive Summary………………………………………………..……Page 1
Section 2 – Mission Statement…………………………………….………………....Page 1
Section 3 – Situation Analysis……………………………………………………….Page 1
Section 4 – Market Summary………………………………………………………..Page 2
Section 5 – Target Market Growth…………………………………………………..Page 2
Section 6 – Market Needs…………………………………………………………....Page 3
Section 7 – Strengths, Weaknesses, Opportunity and Threats……………………….Page 4
Section 8 – Objectives………………………………………………………………..Page 4
Section 9 – Marketing Strategies…………………………………………………….Page 5
Section 10 – Promotion, Targeting and Positioning………………………………….Page 6
Section 11 – Marketing Mix……………………..………………………………..…..Page 7
Section 12 - Evaluate Performance with Metrics……………………………………..Page 9
References…………………………………………………………………………….Page 10
Page 1
Dunkin Donuts Integrated Marketing Plan
1. Executive Summary
Dunkin Donuts strives to be the leader in coffee beverages and great breakfast foods for the common person. Even though for years we have been known for great donuts, the market and society have changed dramatically and we have to change …show more content…
They already know what our brand is about and are probably looking for us to expand and try something new and refreshing. Our customers come from all walks of life, but they are mostly heads of households with children. To reach them we will step up our television advertising, which is where most of them still get their information from – they grew up with television and they still rely on it. However, they do still use the internet like most Americans, so will also place ads and promotions on Facebook and various family oriented websites. We will also offer special promotions via email if the customer wishes to receive