! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
Hype Media
An integrated media agency
[January 2015 – December 2015]
Table of Contents Background……………………………………….03 Situation Analysis…………………………....04 Objectives…………………………………….16 Competitive Spending Analysis…………………17 Target Profiles…………………………………….24 Media Objectives………………………………....50 Media Strategies………………………………….52 Media Plan Flowchart……………………………59 Appendices………………………………………..60
Background
The Basics Dunkin’ Brands, Inc.
Based out of Canton, MA, Dunkin’ Brands is the parent company to two well-established international brands in the food and beverage industry, Dunkin’ Donuts and Baskin-Robbins. Dunkin’ Brands prides itself for being one of the largest QSR (quick service restaurant) companies in the world, selling coffee, baked goods and ice cream.1
“conveniently delivering high-quality food and beverages in a welcoming environment, quickly and at affordable prices”1
Products • • •
Coffee • Donut • Bagel
Muffin Breakfast sandwich
• • •
Hard-serve ice • cream • Ice cream treats • Cone
Sundaes Cake Frozen beverages
Operations
Dunkin’ Brands currently has “over 18,000 points of distribution in nearly 60 countries worldwide. Please see the chart below that breaks down where these franchise restaurants are allocated.2
8,000
7,306
7,000 6,000 4,517
5,000 4,000 3,000
3,173 2,463
Baskin-Robbins
2,000 1,000 0
United States
Dunkin' Donuts
International
Please note: Data was collected in December 2012
Number of Dunkin' Brands' Restaurants
04
Finances At the end of 2013, Dunkin’ Brands’ estimated franchisee sales was $9.3 billion. 1. Royalties and fees (from franchised restaurants) 2. Rental income 3. Sales of products to franchisees in certain international markets
How does Dunkin’ Brands generate revenue?3
4. Sales at companyowned restaurants 5. Other fees, like licensing
Other important financial findings leading up to June 20143: • In 2013, Dunkin’ Brands returned over $100 million to shareholders • Revenues increased 5% to $362.9 million • Net income increased 7% to $69.1 million
Mindful
Environmentally Friendly1 • Reduced weight of cups, decreasing amount of waste (4.6 billion pounds) sent to landfills annually • Napkins are recyclable • Building efforts strive to be LEED certified • Restaurants beginning to be water efficient (saving 30% more water than otherwise) Social Responsibility1 • Donates millions of dollars to Special Olympics, American Red Cross, Toys for TotsSM • Donates millions of dollars in scholarships • The Dunkin’ Donuts & Baskin-Robbins Community Foundation (DDBRCF) o Donates food to the poor o Supports children’s health and wellness o Helps neighborhoods become/stay safe and secure • Works on childhood obesity by sponsoring activities and programs that support physical activity
Leadership Nigel Travis – Chairman and Chief Executive Officer Paul Carbone – Chief Financial Officer Jack Clare – Chief Information Officer John Costello – President, Global Marketing and Innovation Richard Emmett – Chief Legal and Human Resources Officer1
05
Dunkin’ Donuts
As a globally recognized brand, Dunkin’ Donuts continues to be a leader in the coffee and baked good industry. Though based out of Canton, MA, Dunkin’ Donuts restaurants are located all throughout the United States as well as many other countries around the world4. In recent times, Dunkin’ Donuts introduced packaged coffee products like K-Cups and original coffee grounds.
Company at a Glance
Below is a brief timeline of important Dunkin’ Donuts events and milestones.4 Open Kettle adopts new name, Dunkin’ Donuts.
1948
William Rosenberg opens first Open Kettle.
1950
1972
First LEED certified restaurant built in FL.
“Munchkins”, pastries that look like the center of a donut hole are introduced.
2008
2012
Dunkin’ Donuts launches mobile app.
Recognition1 • “Eight years running, Dunkin’ Donuts has been recognized by the Brand Keys Customer Loyalty Engagement Index as number one in customer loyalty in the coffee category • Continuously ranks high in Forbes, “Best Franchises” • “2009 Marketer of the Year” by Brandweek for its creative marketing campaign
Marketing at a Glance
Since Dunkin’ Donuts is over 60 years old, it’s a mature and established brand. To gain a better understanding of Dunkin’ Donuts and its brand personality, it’s important to first look specifically at the four marketing pillars: 1. Product(s)5 Hot Beverages
Iced Beverages
Frozen Beverages
At Home Brewing
Coffee Cappuccino Dunkaccino Espresso Hot Chocolate Hot Tea Latte Vanilla Chai
Iced Coffee Iced Latte Iced Tea Iced Green Sweet Tea
Coolatta Flavors include: -Raspberry -Caramel Coffee -Mocha Coffee -Arnold Palmer -Vanilla Bean …among others
K-Cup Packs Packaged Coffee Packaged Tea
Bakery
Sandwiches
Bagels Cookies Danishes Donuts Hash Browns Muffins Munchkins Pretzel Twist Other pastries
Assorted breakfast sandwiches Assorted bakery sandwiches
06
2. Price (amount per item) Beverages: $1.49 - $4.49 Bakery: $0.89 - $1.79 Sandwich: $1.19 - $3.99 At Home Brewing: beginning at $7.00 3. Place
AVAILABLE…
4. Promotion Advertising continues to be a leading force in promoting Dunkin’ Donuts and the products it sells. Media utilized in the past include:
Dunkin’ Donuts advertises on television and other broadcast mediums to introduce new products to customers, like their cereal in the 1980s as well as more recently, at-home brewing coffee grounds.
Dunkin’ Donuts advertises on print mediums like magazines and newspapers using witty phrases and attention-grabbing sayings.
Dunkin’ Donuts advertises outdoors, perhaps to capture customers heading to work in the morning.
Dunkin’ Donuts advertises on the Internet as well. The above online ad takes over the entire screen.
In addition to traditional advertising, Dunkin’ Donuts has a strong social media presence on Twitter, Facebook and Instagram among others. Especially on Twitter, Dunkin’ Donuts offers contests and freebies to their followers to encourage brand engagement. Recent promotions market Dunkin’ Donuts’ “afternoon snack options”, which resulted in an increase of sales.6
07
Market Share6 Within the Coffee and Snack Shops industry, the major players are the following: ! !
Dunkin’ Donuts 25.5%
Other (Einstein’s, Krispy Kreme, etc.) 36.8%
Starbucks 37.7%
Brand Personality at a Glance
Positioning • Dunkin’ Donuts is currently positioned as one of the leaders in the coffee and baked goods industry • Dunkin’ Donuts currently positions its coffee as accessible either in-store or at-home • Dunkin’ Donuts currently positions its products as go-to beverages and snacks throughout the entire day, not just morning Creativity5 Slogan
Copy Text examples • produnktivity • dealicious • creating advertising in good taste • it’s all about the food, unless it’s about the coffee • makes other snacks look scary • friends don’t let friends drink Starbucks !
Logo
Color Palette
How do customers feel about Dunkin’ Donuts? 5
Convenient Morning routine
Variety of options
Witty, personable
Quick service
Delicious
“pick me up” Work-life balance
08
The Product Dunkin’ Donuts Packaged Coffee •
Debut Dates7 o August 2007 = Packaged Coffee o November 2010 = Individual K-Cups
•
Five ground coffee flavors available for purchase
Original Blend French Vanilla Hazelnut Cinnamon Spice Dunkin’ Decaf **Additional flavors available during Holiday months**
•
Prices o Packaged: $7.99 – 12oz, $16.00 – 40oz. o K-Cups: $11.99 – 14-count box
•
After contracting a deal with P&G, over 40,000 grocery and retail stores are welcoming Dunkin’ Donuts packaged coffee in their stores.8 o Small and large-scale retailers ! Walmart, Target, Costco Wholesale, BJ’s o Drugstore chains ! CVS, Caremark, Rite Aid, Walgreen’s o Grocery stores ! Kroger, Pathmark Stores, Albertson’s, Shop-Rite, Stop & Shop
Other notes worth noting • Packaged coffee used at home, at work, at businesses, at offices, etc.! o Usually used in the kitchen • Consumed in the morning (usually before or during work) • Whether K-Cups or packaged coffee/tea, users have to insert coffee grounds into a brewer in order to drink it Consumer Benefits of Dunkin’ Donuts at-home packaged coffee
Tasty Variety of flavors
Caffeinated Fresh
Low-cal
Low-fat
Tastes just like coffee at DD shop
09
Marketing at a Glance Aside from research suggesting that ground coffee at home is the most common way of consuming coffee, Dunkin’ Donuts strategically introduced its packaged coffee in order to grow new customers in the West and South regions of the United States.9 Dunkin’ Donuts agreed with P&G that P&G would roast the packaged coffee with the “specifications” dictated by Dunkin’ Donuts.8 P&G would also be in charge of the national marketing campaign to introduce this new product to the nation.8 Dunkin’ Donuts packaged coffee was ultimately intended to familiarize coffee drinkers in the West and South with the brand and become more active users.8 Campaigns “Dunkin’ At Home” (circa February 2007)7 • Introduction Dunkin’ Donut packaged coffee • Multifaceted marketing campaign o “Network TV, national consumer print and local radio ads”7 o dunkinathome.com website o Public relations plan o Ties-in with “America Runs on Dunkin” theme Below is a screenshot of one of the pages on dunkinathome.com, highlighting its packaged coffee. Notice the interactive and attention-grabbing content used during this campaign. (See Next Page)
10
Dunkin’ Donuts created a website during the launch of their packaged coffee to create a relationship between the product and customer.
11
“Home for the HoliDDays” (circa November 2010)10 • Introduction Dunkin’ Donuts individual K-Cup • Direct Marketing o During Black Friday, Dunkin’ Donut workers handed out coffee samples to busy shoppers in targeted markets (TX, Detroit MI, Los Angeles CA, Seattle OR)
Manifest Destiny
Dunkin’ Donuts shops are distributed nationally and internationally. Dunkin’ Donuts packaged coffee is also distributed nationally, sold in grocery, retail and drug stores. Stores especially in the Southern and Western markets of the country sell Dunkin’ Donuts packaged coffee because marketers are trying to get these consumers to familiarize with the Dunkin’ Donuts brand. Since Dunkin’ Donuts shops are continuing to expand throughout the United States, it’s also just as crucial to sell its packaged coffee in these brand-developing markets because it’ll attract these new territories to support sales in Dunkin’ Donuts shops.8
Consumer Behavior •
•
Purchasing Behavior o Since coffee is often drank daily, it can be assumed that people purchase year round o Since coffee can be an expensive commodity, some consumers (especially ethnic groups like Hispanics and African Americans) will purchase coffee more often when it’s on sale11 o Younger consumers (18-24 years old) tend to gravitate purchasing packaged coffee from a known-brand they like; however, older adults tend to purchase packaged coffee that they deem most flavorful11 Timing o It can be assumed that most people drink coffee in the morning either before or while heading to work/school o During the winter months in some areas of the country, some may drink packaged coffee more than they would during the hot, summer months
12
Competition Packaged Coffee
The category packaged coffee can be described as any type of coffee that consumers can purchase either in-store or online and brew in the setting of their own home or workspace. Packaged coffee may include coffee beans, coffee grounds or individual K-Cups. Competitors12 • • • • • • • • •
Folgers! Maxwell House! Starbucks! Green Mountain! Nescafe! Nespresso! Caribou! Peets! Chock Full O’ Nuts
• • • • • • • •
Peaberrt Counter Culture Passport Birch Twinings Ghiradelli Bigelow Flavia
• • • • • • • • •
The Original Donut Shop Eight O’ Clock Tully’s Donut House Collection Barista Prima Coffeehouse Wolfgang Puck Cinnabon Café Escapes Emeril’s
• • • • • • • • •
Gloria Jean’s Coffee People Millstone Kahlua Van Houtte Revv Timothy’s Newman’s Own Organics Green Mountain Naturals
• • • • • • • • •
Krispy Kreme Doughnuts Emeril’s Diedrich Alterra Millstone Ritual Marley Coffee Kona Joo Coffee Joe
Top Competitors Based on the U.S. retail market share, Folgers (15.6%), Maxwell House (10%) are the top two most purchased coffee brands.13 Since Dunkin’ Donuts ultimate objective is to convert people who currently use competing packaged ground coffee for home-brewing to their own coffee, it’s important to note that the top two brands who hold the highest market share should be targeted. Another brand worth targeting its consumers is Starbucks because similar to Dunkin’ Donuts, it’s a highly recognized gourmet coffee. Strengths Weaknesses • • • • • •
Well-established brand (since 1850) Household name Holds highest market share Loyal consumers Available at nearly every grocery retailer Nine flavor varieties
• • • • •
Too Mainstream Weak social media presence “Old-Fashioned” Little innovation Lacks originality
• • • • •
Well-established brand Household name Holds second highest market share Loyal consumers Available at nearly every grocery retailer
• • • • •
Too Mainstream Weak social media presence “Old-Fashioned” Little innovation Lacks originality
• • • • •
Household name Strong in the coffee shop industry Loyal consumers Premium/gourmet coffee Stand-alone coffee shops across world
• •
Too Mainstream Expensive
13
…VS Folger’s, Maxwell House and Starbucks Folger’s While Folger’s prides itself in being part of America’s daily routine when waking up in the morning, Dunkin’ Donuts values consumers hectic lifestyles by reminding they’re not a once-a-day shop— Dunkin’ Donuts coffee is available any time of the day. While Folger’s (33.9oz) costs only $9.68, Dunkin’ Donuts (24oz) costs $13.48; however, Dunkin’ Donuts coffee is considered a “gourmet” coffee while Folgers is not. Prices found on Walmart.com Dunkin’ Donuts Benefits • Gourmet coffee • Celebrity partnerships/endorsements • Strong social media presence • Rewards program • Mobile app
Maxwell House
Similar to Folgers, Maxwell House prides itself in believing that a “good day starts with good coffee”. Though this compliments most American’s routine of drinking coffee in the morning, Dunkin’ Donuts continues to welcome the idea that coffee isn’t only consumed in the morning hours. While Maxwell House (29.3oz) costs only $7.98, Dunkin’ Donuts (24oz) costs $13.48; however, Dunkin’ Donuts coffee is considered a “gourmet” coffee while Folgers is not. Prices found on Walmart.com
Dunkin’ Donuts Benefits • Gourmet coffee • Celebrity partnerships/endorsements • Rewards program • Mobile app
Starbucks Starbucks and Dunkin’ Donuts are both similar because they have strong brand personality that resonates nationally and globally. Both packaged coffees are “gourmet”. While Starbucks (20oz) costs $11.98, Dunkin’ Donuts (24oz) costs $13.48. Both are similar in price, each reflecting the higher cost for gourmet coffee. Prices found on Walmart.com
14
Dunkin’ Donuts Benefits • More down-to-earth, relatable to “the average joe” • Older • Corky, witty marketing tactics
SWOT Strengths • • • •
Recognizable brand, well-established Variety of flavors –both hot and cold! World-wide brand name! Affordable, not overly expensive !
Opportunities • •
Weaknesses • •
Not all coffee packages are “Free Trade” P&G who distributes DD’s packaged coffee also distributes Folger’s and Maxwell House
Common trend to have variety of flavors available yearlong! Competition beginning to have other at-home coffee (i.e. instant coffee packs)! !
Threats • •
Consumers looking for healthier alternatives (i.e. smoothies, fruit juices) Too many packaged coffee competitors (cluttered market place)
15
Objectives Sales Objective Increase sales by 3% in 2015 Marketing Objective Convert 15% of people who currently use competing packaged ground coffee for home-brewing to Dunkin’ Donuts in 2015 Advertising Objective Use humor to emphasize Dunkin’ Donut’s cult-like following and its exceptional taste
16
Competitive Spending Analysis
! The total category spending for home-brewed coffee is $133,882,400 SOS overall for each brand: Folger’s = 29.5% Maxwell House = 29.2% Starbucks = 23.8% Dunkin’ Donuts = 17.4% •
No brand spends substantially more than its competitors in the home-brewed coffee category • Dunkin’ Donuts spends the least amount
SOS overall within each medium: Medium Network TV Cable TV Syndicated TV Spot TV Network Radio Spot Radio Magazines National Newspaper Local Newspaper Internet Outdoor
Folger’s 42.3% 41.0% 0.0% 15.6% 100% 0.0% 29.6% 17.1% 4.6% 25.1% 13.4%
Maxwell House 57.7% 21.8% 0.0% 12.4% 0.0% 0.0% 47.5% 42.5% 9.7% 18.1% 0.0%
Starbucks 0.0% 21.5% 0.0% 27.2% 0.0% 61.6% 13.4% 40.4% 70.1% 29.3% 51.2%
Dunkin’ Donuts 0.0% 15.7% 0.0% 44.8% 0.0% 38.4% 9.5% 0.0% 15.7% 27.5% 35.4%
Though Folger’s and Maxwell House are the only brands to spend money on network TV, all four brands do spend money on cable and syndicated television • All four brands spend money on magazines; however, Maxwell House Spends the most • Folger’s is the only brand that spends money on network radio • Starbucks spends substantially more in local newspapers & spot radio than its competitors • No brand spends money in syndicated television •
18
Overall Category's Media Mix 2.50% 5.80% 4.00%
Network TV
3.70%
Cable TV 6.60%
Syndicated TV Spot TV Network Radio
28.10%
Spot Radio Magazines
33.20%
National Newspaper 11.70%
0%
Local Newspaper Internet
4.70%
1.70%
Outdoor
• The home-brewed coffee category spends a majority of its money in cable TV and magazines
19
Folger’s
Folger’s total budget is $39,539,400 Folger’s SOS overall is 29.5%
Folger's Media Mix 1.10%
3.10% 0.90%
Network TV
1.10%
Cable TV 9.50%
Syndicated TV Spot TV Network Radio
33.40%
Spot Radio 39.00%
Magazines National Newspaper Local Newspaper
0% 5.80%
Internet
6.20% 0%
Outdoor
• Folger’s focuses on cable TV and magazines, similar to the entire category • Folger’s doesn’t spend any money on syndicated television and spot radio • Folger’s spends very little on outdoor and national/local newspapers
Folger's Total Spending by Month (000) $4,500.00 $4,000.00 $3,500.00 $3,000.00 $2,500.00 $2,000.00 $1,500.00 $1,000.00 $500.00 $0.00
•
• Folger’s spends at least $2.5 million per month Folger’s tends to spend more money during the fall and winter seasons vs summer months
20
Maxwell House
Maxwell House’s total budget is $39,130,000 Maxwell House’s SOS overall is 29.2%
Maxwell House's Media Mix 2.30% 2.90%
1.90%
Network TV
0%
Cable TV Syndicated TV
13.00%
Spot TV Network Radio 21.00%
Spot Radio Magazines National Newspaper
54.00% 0% 5.00% 0%
Local Newspaper Internet Outdoor
•
Maxwell House spends over half of its media budget on magazines • Maxwell House doesn’t spend any money on radio and outdoor • Maxwell House spends very little on newspapers and Internet
Maxwell House's Total Spending by Month (000) $4,500.00 $4,000.00 $3,500.00 $3,000.00 $2,500.00 $2,000.00 $1,500.00 $1,000.00 $500.00 $0.00
• Maxwell House spends roughly the same amount per month from September thru May • During the summer months, Maxwell House spends less than $1.5 million per month
21
Starbucks
Starbucks’s total budget is $31,908,000 Starbucks’s SOS overall is 23.8%
Starbucks' Media Mix 5.50% 0%
Network TV
4.50%
Cable TV Syndicated TV
25.40%
Spot TV
17.10%
Network Radio 0% 3.30%
13.30%
Spot Radio Magazines National Newspapers
18.70% 12.20%
0%
Local Newspapers Internet
•
• Starbucks spends across many media platforms, somewhat balanced Starbucks spends the most, however, in cable TV, magazines & local newspapers • Starbucks spends no money in syndicated television and network radio
Starbucks's Total Spending by Month (000) $3,000.00 $2,500.00 $2,000.00 $1,500.00 $1,000.00 $500.00 $0.00
•
• Starbucks spends the same amount on media through the entire year Starbucks does not spend more money in the winter months versus the summer • Starbucks spends a little over $2.6 million per month on media
22
Opportunities Based on the competition’s media strategies, below are a list of opportunities Dunkin’ Donuts can strive for: •
Cable television and magazines continue to be popular mediums that competitors utilize, so Dunkin’ Donuts can continue to have strong presence on these platforms as well
•
Our competitors do not invest much of their media budget on outdoor and radio, so Dunkin’ Donuts has the opportunity to tap into these untouched mediums
•
Dunkin’ Donuts has the opportunity to spend money on network television because some of its competitors spend quite a bit in this medium
•
Dunkin’ Donuts’ competitors spend little on Internet, so it may be impactful to spend more money in this medium
•
Competitors do not spend more during the summer months, so Dunkin’ Donuts can continue to follow this trend as well
23
Target Profiles
Demographics ! ! ! ! ! ! ! ! !
47.7%
52.3%
•
Our target is evenly balanced between being female and male. ! !
! ! ! ! ! ! ! ! ! ! !
Age
Vertical %
18-24
11.4%
25-34
15.4%
35-54
37.3%
55+
35.9%
• Our target is male and females ages 35 - 54 Race
Vertical %
Index
Education (highest level completed)
Vertical %
White
75.6%
99
High School
36.5%
Black or African American
14.4%
121
Currently in College
4.6%
Asian
4.6%
98
Graduated College
13.1%
Graduated College and more
25.1%
Graduate School
9.5%
• Though our target is predominately white, it’s important to keep African Americans in mind as well because they are more likely than the average adult to drink Dunkin’ Donuts’ competitors’ coffee.
• A fairly large percentage of our audience has only graduated high school, followed by a portion of them who have graduated college
25
Marital Status (vertical %)
Married
32.30%
Divorced Never Married 67.70%
Not Married
14.10%
• Our target is largely married
Employment
Vertical %
Index
Full Time
57.5%
101
Part Time
8.8%
93
Homemaker
2.8%
119
Retired
18.8%
93
No •
Yes
Employment
Index
Mining/Construction
123
Manufacturing
86
Wholesale and Retail Trade
93
Transportations/Communications/Utilities
130
Finance and Insurance
100
Healthcare Practitioner, Technician and/or Support
116
Our target likely works full time in the construction/mining and healthcare industries • 46.4% of our target does not work for a fortune 500 company
26
Household Income (vertical %) 14.00% 11.40%
12.00%
12.50% 11.20%
9.00%
10.00% 8.00% 5.00%
6.00% 3.50%
4.00% 2.00% 0.00%
•
•
Though these are fairly low percentages, our target tends to earn $60,000 +
Number of People in Household
Index
Number of Children
Vertical %
One
86
None
66.7%
Two
110
One
12.5%
Three
94
Two
11.8%
Four
101
Three
5.9%
Five +
98
Four
2%
Five +
1.1%
Our target lives in a household with one other individual and does not have children
27
Census Regions (vertical %)
18.00% 79
21.60%
Northeast
119
Midwest South West
23.20% 106
37.30% 100
• Our tends to reside in the South and Midwest
Top DMA’s
Index
Top DMA’s
Index
Atlanta
135
Los Angeles
86
Boston
109
Miami
58
Chicago
120
New York
110
Cleveland
183
Philadelphia
138
Dallas
82
San Antonio
86
Detroit
151
San Francisco
74
Houston
71
Washington DC
122
•
Our target tends to live in Midwest and Southern cities
28
Psychographics & Behaviors
! ! ! ! ! ! ! !
Memberships
Vertical %
Index
Art clubs
3.4%
114
Business clubs
2.0%
110
Church/Temple/Synagogue
30.2%
100
Civic clubs
1.9%
143
Country Clubs
1.3%
91
Human Rights clubs
1.3%
138
Religious clubs
1.2%
122
School or College Board
1.7%
123
Belong to none of these
44.9%
105
Has any memberships
46.3%
97
Our target tends to be part of religious, school and civic-related clubs Our target is likely to have some sort of membership, including ones not listed above
• •
Events Experienced (in the last 12 months) Changed job to something different
•
Index 107
Buy new home
92
Get married
153
Make major home improvement
96
Separated/Divorced
148
Grandchild is born
136
Our target is more likely than the average adult to have gotten married or separated/divorced in the last year
29
! Very often
Never "
Recycling
Vertical %
Recycling
Vertical %
Glass Beverage Containers
43.8%
Glass Beverage Containers
29.8%
Newspapers
48.6%
Newspapers
25.8%
Plastic Bags
39.2%
Plastic Bags
26.2%
Plastic Beverage Containers Metal Beverage Containers
Plastic Beverage Containers Metal Beverage Containers
50.3% 46.5% •
24.1% 26.1%
Our target recycles more often than not
Party Affiliation (vertical %)
Democrat
19.60% 33.90%
Independent Republican Other
24.70% 10.80%
•
Our target is usually a Democrat versus Republican, Independent or Other
30
•
•
Political Outlook
Vertical %
Very Conservative
14.0%
Somewhat Conservative
23.0%
“Middle of the Road”
36.1%%
Somewhat Liberal
11.9%
Very Liberal
5.6%
Any Conservative
37.0%
Any Liberal
17.5%
Our target’s political outlook is likely “middle of the road” with a trend towards having any conservative views $$ Expected to Spend on Household Essentials (food, gas, etc.) in next 30 days compared to last month
Vertical %
Index
A lot less
4.7%
88
A little less
8.0%
97
About the same
57.4%
103
A little more
14.4%
99
A lot more
6.1%
124
Our target will typically spend about the same or a lot more on household essentials
•
Attitudes/Opinions: Food (agree a lot)
Vertical %
Index
Breakfast most important meal
39.6%
105
Can be swayed to try new products if given coupon
14.7%
129
Likes to try new drinks
13.5%
118
Our target values breakfast and is more likely to try new products if coupons are offered
31
•
Attitudes: General (agree a lot)
Vertical %
Enjoy spending time with family
66.9%
Play sports/exercise at least once per week
29.9%
Workaholic
6.7 %
Worth paying more for quality goods
19.7%
Enjoy owning good quality products
28.3%
Easily swayed by others
2.6%
Important to respect traditional customs and beliefs
31.5%
More likely to buy products celebrities use
3.0%
Our targets values quality products and exercises weekly but more importantly, spends time with family and respects customs and beliefs
Attitudes: Shopping (agree a lot)
Vertical %
Buy goods from own country
25.1%
Shop at stores guaranteed to have one’s favorite brands Will shop at a store one doesn’t normally shop at if given coupon Influenced by friends’ choices of stores to shop at
35.2% 9.6% 3.9%
Shop at stores nearby
22.1%
Price isn’t the most important factor; it’s getting what one wants
12.9%
• Our target tends to value quality over price points and coupons
32
Brand Loyalty
Vertical %
Family Centered
Vertical %
Below Average
14.0%
Below Average
16.5%
Average
31.9%
Average
23.2%
Above Average
17.0%
Above Average
21.5%
Research/Info. Gathering
Vertical %
Instant Gratification
Vertical %
Below Average
24.8%
Below Average
22.9%
Average
28.2%
Average
24.0%
Above Average
10.5%
Above Average
11.9%
•
Our target tends to consider themselves ‘average’ when it comes to scaling themselves on different personality and character traits
Self Concepts, agree a lot (vertical %)
34.50%
Affectionate/Passionate
35.30%
Awkward/Absent-minded 4.20%
Creative/Inventive Dominating/Authoritarian
26.40%
46.00%
Kind/Good-hearted Sociable/Cheerful
8.40%
•
Our target tends to be less dominating and awkward and more so sociable and kindhearted
33
Shopping Behavior, agree a lot
Index
Buy items spur of the moment
120
Always look for the brand name on packages
119
Shop a lot to take advantages of specials
114
Ask people for advice before buying new things Ads present true picture of products from wellknown companies Products that pollute environment should be banned
•
102 134 105
Often change brands for variety and novelty
117
Always look out for special offers
111
Our target tends to value quality brands but are open to try new brands for variety and novelty
34
Leisure Activities/Hobbies
Vertical %
Index
Baking
34.4%
113
Board games
33.1%
105
Dining out (not fast food)
56.3%
103
Listening to music
65.0%
100
Playing bingo
8.3%
120
Reading books
51.6%
103
Tailgating
8.2%
136
•
Above are the leisure activities and hobbies that our target enjoys, including: listening to music, tailgating and dining out
•
Below are the leisure activities and hobbies that our targets tends to not enjoy as much, including: go-carting, painting/drawing and fantasy sports leagues
Leisure Activities/Hobbies
Vertical %
Index
Antique shopping/shows
13.9%
107
Education courses
12.8%
106
Fantasy sports leagues
5.3%
97
Go-carting
3.3%
98
Needlework/quilting
8.2%
100
Painting, drawing, sculpting
10.6%
113
Woodwork/furniture refinishing
9.0%
109
35
•
Sports Played/Participated (last 12 months)
Vertical %
Index
Aerobics
13.9%
115
Bowling
22.8%
101
Fitness exercising, walking, etc.
43.8%
104
Football
13.1%
121
Fresh water fishing
19.5%
121
Golf
13.5%
102
Hunting
10.7%
119
Ice skating
6.0%
98
Mountain/rock climbing
5.3%
121
Sailing
4.0%
112
Salt water fishing
9.7%
128
Snowmobiling
3.7%
102
Swimming
35.5%
105
Yoga
12.0%
119
• Our target is active Our target enjoys playing individual sports versus team sports
36
Media Habits !
Print Media Magazines
Outdoor
Index
Travel
Index
Active/Sports
Index
Bassmaster
204
American Way
150
Bicycling
219
Boating
234
Endless Vacation
143
ESPN
147
North American Fisherman
197
Conde Nast Traveler
145
Fitness
164
Outside
185
Health
150
Handy
202
Shape
151
Our target enjoys reading magazines that coincide with outdoors and physical activity. ! ! African American
Index
Tech/ Gaming
Index
Baby/ Parenting
Index
Ebony
154
Macworld
182
BabyTalk
177
Black Enterprise
189
Official X-Box
217
Parents
146
Traditional Home
143
Jet
154
Playstation
184
Working Mother
207
Midwest Living
187
! ! ! ! ! ! ! ! ! !
!
Home/ Living My Home My Style
Index 197
! Fashion
Index
Food
Index
Harper’s Bazaar
159
Food & Wine
143
ELLE
154
Bon Appetite
135
More
173
Cooking Club
146
Our target also tends to read “niche” magazines, like African American, tech-savvy and fashion ones. Parenting and home-life tend to be important for our target audience as well.
37
Entertainment
Index
News
Index
Cosmopolitan
105
TIME
111
Entertainment Weekly
106
Wall Street Journal
108
Parade
109
USA Today
113
People
110
USA Weekend
111
! ! !
Our target is no more likely than the average adult to read entertainment and news magazines. !
Newspapers ! ! ! !
Readership (if any)
Vertical %
Index
Daily
39.7%
104
Weekend
46.3%
106
Total
56.1%
105
Our target is likely to read the newspaper.
! Sections (Daily—some sections)
Vertical %
Index
Sections (Daily—some sections)
Vertical %
Index
Front Page
27.1%
99
TV or Radio Listing
4.8%
83
General News
24.0%
100
Editorial
9.9%
94
Home/Furnishings/ Gardening
6.3%
123
Sports
14.6%
92
General news on the front page of newspapers tend to be the section most read by our target audience, with a slight skew towards the home section as well. Our target doesn’t read the TV/radio listing, editorials and sports sections more than the average adult. !
38
Broadcast Media Television—Day-parts Day-parts ! ! !
Early Morning 6AM – 9AM Daytime (10AM – 4PM) Early Fringe (4PM – 7:30PM) Prime Time (8PM – 11PM) Late Fringe (11PM – 1AM)
Vertical %
Index
43.3%
108
44.9%
110
66.1%
104
79.0%
102
34.9%
106
Our target tends to watch most television during the morning, daytime and evening hours. Our target is not watching television that often during the late night hours.
39
Television—Cable Channels (viewed in last 7 days) Sports
Index
Reality
Index
Children
Index
NHL Network
132
WE TV
126
SPROUT
138
FOX Soccer
163
Oxygen
132
Teen Nick
142
ESPN Classic
143
STYLE
120
Disney XD
126
Outdoor
Index
Movies
Index
Planet Green
133
Lifetime Movie Network
122
Outdoor Channel
154
Independent Film Channel
131
Nat Geo Wild
131
Movie Channel
121
Entertainment
Index
News
Index
Drama Series
Index
MTV
105
HLN (Headline News)
104
USA Network
109
E!
109
Fox News Channel
115
TNT
107
Spike
108
MSNBC
110
A&E
111
Our target would rather watch outdoor and sports, movies, reality and children cable channels versus hard news and dramatized shows.
40
Television—Programs (viewed in last 7 days) Reality
Index
Mystery/Crime
Index
Entertainment
Index
Amazing Race
123
20/20
139
150
America’s Next Top Model
159
America’s Most Wanted
Access Hollywood
163
The Insider
179
Bachelor Pad
143
Criminal Minds
127
TMZ
145
Emotional Dramas
Index
Outdoors
Index
Games
Index
90201
157
Animal Exploration
204
Are You Smarter than a Fifth Grader
143
Parenthood
137
Nature
147
Wheel of Fortune
140
Brother’s & Sister’s
176
Storm Stories
159
Who’s Still Standing
199
Sitcoms
Index
2 Broke Girls
105
Big Bang Theory
105
The Middle
110
Our target watches a plethora of different program types; however, they tend not to watch sitcoms any more than the average adult.
41
Radio—Day-parts Everyday
Vertical %
Index
6AM – 10AM
51.0%
100
10AM – 3PM
52.0%
104
3PM – 7PM
50.3%
103
7PM – Midnight
27.3%
103
Looking at any given week, our target is likely to be listening to the radio before 7pm.
Weekdays
Vertical %
Index
Weekends
Vertical %
Index
Anytime
73.6%
100
Midnight – 6AM
6.8%
133
Midnight – 6AM
7.7%
128
6AM – Midnight
54.0%
102
6AM – Midnight
73.2%
99
6AM – 10AM
22.1%
107
6AM – 10AM
48.4%
99
10AM – 3PM
34.1%
105
10AM – 3PM
39.7%
104
3PM – 7PM
30.7%
105
3PM – 7PM
44.7%
98
7PM – Midnight
19.2%
105
7PM – Midnight
20.3%
101
To our surprise, our target is more likely than the average adult to listen to radio over night, regardless of day-of-week. During weekdays, our target tends to listen to the radio more during the morning, and during the weekends, our target tends to listen to the radio more during the afternoon hours.
42
Radio—Genres Variety
Index
Contemporary (Lite/Soft Rock)
124
Modern Rock
138*
Oldies Rock
146*
Urban AC
151
Easy Listening
113
Classics
Index
Alternative
Index
Classic Hits
105
Alternative
80
Classic Rock
94
Contemporary Hits
98
Classical
89
Ethnic
Index
Religious
Index
Black/Rhythm & Blues
83*
Contemporary Christian
103
Spanish
58
Inspirational
85
Religious
100
Our target is usually no more likely than the average adult to listen to different radio stations. However, they do tend to listen to different genres of rock and urban music more so than the rest of the average adults.
43
Digital Media Internet—Purchases Often Leads to Purchase
Index
Banner Ads
68*
E-Mail Ads
107
Video Ads
172*
Sponsored Websites From Search Results
91
Webpage Links
79
Our target is not likely to purchase items from Internet ads.
Internet—Usage (used in last 7 days)
Internet Usage
Vertical %
Index
Home—Yes
67.9%
100
Home—No
21.1%
101
Work—Yes
33.5%
100
Work—No
45.1%
98
Though our target tends to use the Internet, they use it more often at home versus at work.
44
Internet—Online Activities (done in last 7 days)
Various Send Electronic Greeting Cards Video Game News/Reviews/Cheat None (No online activities)
Finance
Index
Financial Info/Stock Trading
98
Banking
96
Index 131 119 116
Downloading
Index
Podcasts
95
Music Files
113
Movies
115
Communication
Index
Search
Index
Blogging (reading/writing)
105
Yellow Pages
101
96
Research/Education
94
Chat Forums
89
Gather Info for Shopping
98
Real Estate Listings
96
Our target is no more likely to engage in online activities than the average adult. Moreover, it’s important to note that some of our audience has not engaged in any online activity for the past week.
Internet—PC Ownership (vertical %)
Yes
74.7%!
23.3%!
NO
More often than not, our target owns a computer.
45
Internet—Purposes (at home) Purposes
Index
Programming
123
Business Analysis/Forecasting
121
Desktop Publishing
113
Graphic/Presentation
103
Word Processing
95
Watch TV or Movies
100
Travel Planning
100
Time Management
103
Listen to Music
100
Internet/E-Mail
102
Filing/Database
103
For the most part, our target does not have any unique purposes to use their computer versus any other average adult.
Internet—Social Media/Networking Websites # of Times Visited (per week)
Index
1 – 3 times
106
4 – 6 times
97
< 1 time
93
Our target visits social media sites just as often as any other average adult.
46
Internetâ&#x20AC;&#x201D;Search Engine (used most often) Search Engine
Index
AOL
127
Ask
53*
Bing
99
100
Yahoo
112
AOL.com is a common search engine used by our target audience.
Internetâ&#x20AC;&#x201D;Tablet/Web Applications
Owns Tablet
Vertical %
Index
Yes
9.0%
108
No
89.1%
99
Web Apps (Used any in the last 12 months)
Vertical %
Index
Yes
51.3%
100
No
35.6%
105
Web Apps (Used in the last 12 months)
Index
Web Apps (Used in the last 12 months)
Index
AIM
118
Desktop Weather
110
AOL radio
127
iTunes
104
Connect Player
134
Windows Media Player
107
Gnutella
132
Lime Wire
130
Rhapsody
129
Weather Bug
124
Netscape radio
129
Though our target largely does not own a tablet, for those that do have one, they often use web applications on it that include: radio and weather apps. An interesting point to note is that our target is no more likely to use Desktop Weather or iTunes than an average adult, yet is more likely to use Weather Bug and other music apps.
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Internetâ&#x20AC;&#x201D;Websites (used in last 30 days) Movies
Index
Find
Index
Savings
Index
Movies.com
135
Superpages.com
234
Shopzilla.com
156
Moviefone.com
159
Classmates.com
135
Shopping.com
211
Movietickets.com
176
Whitepages.com
127
Coolsavings.com
237
Career
Index
Travel
Index
Sports
Index
Careerbuilder.com
119
Tripadvisor.com
134
ESPN.com
118
Monster.com
137
Travelocity.com
135
MLB.com
130
Citysearch.com
156
NBA.com
145
Television Channels
Index
Business/ Finance
Index
ABC.com
127
Experian.com
139
TravelChannel.com
169
Freecreditreport.com
161
HGTV.com
127
Marketwatch.com
204
CookingChannel.com
160
Bizrate.com
132
DIYNetwork.com
139
FoodNetwork.com
125
Our target visits a variety of different websites. They especially tend to visit coupon/savings websites, which implies that they shop for sale price items.
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Online Shopping
Index
Social Media
Index
Video Streaming
Index
Amazon.com
92
Facebook.com
102
Hulu.com
100
Bestbuy.com
97
Twitter.com
110
Netflix.com
90
Barnesandnoble.com
101
LinkedIn.com
117
YouTube.com
104
News
Index
Auto
Index
CNN.com
113
Cars.com
94
MSNBC.com
107
Autotrader.com
91
Even though our target values coupon saving websites, they are not any more likely than the average adult to visit online shopping sites to make purchases. Our target audience also does not heavily visit social media and video streaming sites.
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! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
Media Objectives
Media Objectives Target Objective To reach adults 35-54 that are current users of Folger’s, Maxwell House and Starbucks’ home brewed coffee with a HHI of $60,000+ • • •
Compliments marketing objective of targeting adults who use competing brands Home-brewed coffee is gender neutral product Adults 35-54 years old tend to consume coffee more than any other age group and earn a yearly salary of $60,000 +
Geography Objective To provide nationwide support with a heavy-up in the South and Midwest • •
Coffee drinkers are found nationwide; however, a large proportion of them are found in the South and Midwest Dunkin’ Donuts brand is prominent in the East, so there is opportunity to gain coffee drinkers from the South and Midwest who consume Dunkin’s competitors’ coffee
Seasonality/Scheduling To provide pulsing support year round, with advertising focused on the weekdays and winter months • •
Adults more likely to consume coffee during work-days (weekdays) Adults consume hot beverages in the winter months because of the cold weather
Plan Performance To reach 80% of adults 35-54 an average of 2.6 times** per month • •
GRPs = 208 (reach—80 X frequency—2.6) Reach/Frequency will obviously be higher in heavy-up areas (selected cities in South and Midwest)
To reach 90% of adults 35-54 an average of 4 times per winter/holiday month • GRPs = 360 (reach—90 X frequency—4) • Reach/Frequency will be higher during the winter months (November, December, January) • Reach/Frequency will obviously be even higher in heavy-up areas (selected cities in South and Midwest)
Media Budget: $41,000,000 ($41MM) **Ostrow Method calculation: 3.0 (benchmark), 2.9 (established brands -.1), 2.8 (high market share -.1), 2.7 (dominant brand in market -.1), 2.6 (high brand loyalty -.1), 2.7 (short purchase cycle, high volume +.1), 2.9 (product used daily +.2), 3.1 (need to beat competition +.2), 2.9 (simple copy -.2), 2.7 (copy more unique than competition -.2), 2.8 (new copy campaign +.1), 2.7 (product sell copy -.1), 2.5 (single kind of message -.2), 2.7 (older messages +.2), 2.5 (larger ad units -.2), 2.6 (higher ad clutter in media mix +.1), 2.5 (compatible editorial environment -.1), 2.4 (attentiveness—to media—high -.1), 2.6 (pulsed or flighted campaign +.2), 2.7 (many media used +.1), 2.6 (opportunities for media repetition -.1)
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Media Strategies
Media Strategies Chosen Media Network/Spot Television • Since our target watches television, buying ads on this medium makes logical sense • Television reaches a large audience, so it will allow Dunkin’ Donuts to strategically connect with its target • Dunkin’ Donuts has not spent money on Network television even though its competitors do, so it may be beneficial to begin spending money in this medium that so many other brands use • Dunkin’ Donuts currently spends the most in Spot television when compared to its competitors, so we should continue spending in this medium Network Television—Sports • Although home-brewed coffee is a gender neutral product, a strategic way to specifically reach males would be placing ads during televised sporting events • Sports games are also widely viewed in general, so Dunkin’ Donuts would be able to capture a large audience simultaneously Network/Spot Cable • Cable television is an important medium because it builds frequency among an audience • There are many specific cable channels our target watches way more often than the average adult • In the past, Dunkin’ Donuts has spent little compared to its competitors on Cable television, so it will be beneficial to spend more in this medium to increase frequency National Syndication • No brand in the home-brewed coffee category spends money on syndicated television, so Dunkin’ Donuts can invest in this untapped and uncluttered medium Network/Spot Radio • Network radio is a fairly untapped medium because only Folger’s spends money on it, so Dunkin’ Donuts has the opportunity to invest more on this medium • Our target audience likely holds a full-time career that requires commuting every weekday, where they are likely to tune into the radio on their drive to and from work Magazines • Our target likely reads magazines, so placing ads in general interest magazines will reach our audience of adults aged 35-54 • Magazines also have strong circulation and pass-along rates, so Dunkin’ Donuts would reach a large amount of its target • Dunkin’ Donuts currently spends the least amount in magazines when compared to its competitors, so it’s important to begin spending more to keep up with competitors
53
National Newspapers • Our target is very likely to still read newspapers even though younger generations are not • Dunkin’ Donuts currently spends no money on national newspapers even though all of its competitors do • Dunkin’ Donuts should spend money on newspapers because they can capture audiences who are already being exposed to other coffee brands Digital—National/Spot • Since our audience is fairly affluent (earing over $60,000/year), they likely have access to the Internet and other digital platforms • Websites, targeted websites, video networks, publisher video sites, social media sites and mobile are all important places to spend money because our audience uses all six of them • Our target is also more likely to use web applications than the average adult, so targeting them digitally would be strategic Outdoor • Outdoor media tends to grab the attention of people because it’s an untraditional mode of communication • Our target enjoys traveling and hold full-time jobs, so it is likely that they travel by car often • Purchasing outdoor media, like billboards, will catch the attention of its audience and expose them to Dunkin’ Donuts’ message o Not to mention, people may be exposed to outdoor media while they’re on their way to purchase grocery items, like home-brewed coffee
Chosen Day Parts Early Morning (6AM – 9AM) • Since coffee is usually consumed in the morning hours, people may be most receptive to coffee ads during the morning hours Daytime (10AM – 4PM) • Media should also be purchased during the day because there is a portion of our audience who interacts with media, like watching television, during the day Prime Time (8PM – 11PM) • Just as popular prime time is to the general public, so is it for Dunkin’ Donuts’ target audience • Because our audience typically is at a 9-to-5 job, it is likely they watch television during prime time • Placing ads during prime time is also strategic because our audience is usually in bed sleeping by 11pm, so late night day parts are too late for our audience
54
Morning/Evening Drive • Since our target is working during the day, they may be more receptive to ad messages on their drive to and from work Weekdays • Our audience consumes coffee before/during work, so placing ads during the week makes logical sense • Also, during the weekdays, most people have a routine in the morning before work that usually includes consuming coffee o There may be a great aperture moment to reach our audience during this morning routine because they have coffee on their mind
Summary of Media Plan Media Mix 2015 4.10%!
1.00%!
Network TV Cable TV Syndicated TV
17.40%!
Spot TV 43.90%!
Spot Cable Network Radio
12.80%!
Spot Radio Magazines
0.70%! 3.40%! 0.30%! 1.20%!
8.70%! 6.40%!
National Newspapers Internet
55
CPMs
Network Television Early Morning: $9.50 Network Television Daytime: $27.53 Spot Television Daytime: $37.55 Network Television Prime Time: $21.70 Spot Television Prime Time: $41.99 Network Television Sports: $25.13 Network Cable Television Daytime: $5.79 Network Cable Television Prime Time: $12.60 Spot Cable Television: $15.92 National Syndicated Television: $14.88 Network Radio Morning Drive: $3.73 Spot Radio Morning Drive: $13.16 Network Radio Evening Drive: $3.77 Spot Radio Evening Drive: $21.46 General Interests Magazines: $20.86 Women’s Magazines: $17.27 National Newspapers $42.90 National Digital: $12.65 Digital Spot: $13.85 Outdoor: $3.83 Most media purchased is fairly efficient and not overly expensive. Spot television, like daytime and prime time, are expensive but it is still important to purchase media because we are working to target specific markets in the South and Midwest. National newspapers are also expensive but since our audience reads newspapers, it is important to spend money on this medium. Also, in the past our competitors have spent money on national newspapers where Dunkin’ Donuts has not, so it is crucial we begin.
Monthly reach, frequency and TRPs
February through October (nine months) In the non-heavy up markets Reach: 80.8% Frequency: 3.1% 248 TRPs Heavy-Ups (Southern markets—Houston, Jacksonville, Atlanta, Charlotte Midwest markets— Chicago, Detroit, Indianapolis, Cleveland) Reach: 89.3% Frequency: 4.1 363 TRPs November through January (three months) In the non-heavy up markets Reach: 89.9% Frequency: 4.7 421 TRPs Heavy-Ups (Southern markets—Houston, Jacksonville, Atlanta, Charlotte Midwest markets— Chicago, Detroit, Indianapolis, Cleveland) Reach: 94.5% Frequency: 9.3 876 TRPs Specific Markets include: Southern markets—Houston, Jacksonville, Atlanta and Charlotte, Midwest markets—Chicago, Detroit, Indianapolis, and Cleveland We strategically chose these eight markets because they are located in the Southern and Midwest regions of the United States, geographic areas that we plan on targeting.
56
Vehicle Recommendations
Television Programs • Sports o NHL Network, FOX Soccer, ESPN Classic • Reality o WE TV, Oxygen, STYLE • Children o SPROUT, Teen Nick, Disney XD • Outdoor o Planet Green, Outdoor Channel, Nat Geo Wild • Movie o Lifetime Movie Network, Independent Film Channel, Movie Channel
Magazines • • • • •
Travel o American Way, Endless Vacation, Conde Nast Traveler Outdoor o Bassmaster, Boating, Outside, North American Fisherman Home/Living o My Home My Style, Traditional Home, Midwest Living Fashion o Harpar’s Bazaar, ELLE, More Tech/Gaming o Macworld, Official X-Box, Playstation
Newspapers •
Wall Street Journal, New York Times
• • • • •
Classics Variety (contemporary lite/soft rock, modern rock, urban AC) Alternative Religious Ethnic
•
Find o Superpages.com, classmates.com, whitepages.com Savings o Shopzilla.com, shopping.com, coolsavings.com Travel o Tripadvisor.com, Travelocity.com, citysearch.com Television o ABC.com, cookingchannel.com, foodnetwork.com, HGTV.com
Radio Genres
Websites • • •
57
Creative Units Purchased Television Commercial Length—15 seconds Because home-brewed coffee is a straightforward, mainstream product, we do not feel it is necessary to have a 30 sec. commercial. Instead, 15 seconds leaves plenty of time to showcase Dunkin’ Donuts home-brewed coffee clearly and concisely. Magazine/Newspaper ad size—Half page color/bw Similar to television length, we do not think purchasing an entire page is necessary for Dunkin’ Donuts because people are already aware of what home-brewed coffee is and what it looks like. A half page gives plenty of space for people to see and become aware of the product. Color will be used in magazines to replicate and blend in with the rest of the magazine’s imagery and vibrancy. Newspapers, on the other hand, will be in black and white because it is cheaper, and it also blends in with the rest of the content.
58
!
59
Appendices
References 1. Dunkin’ Brands Media Press Kit. May 2014. http://news.dunkinbrands.com/imagelibrary/downloadmedia.ashx?MediaDetailsID=377&SizeId=-1 2. Dunkin’ Brands 2013 Annual Report. http://files.shareholder.com/downloads/ABEA68SCR9/3490353175x0x737142/968D8A70-6911-43A5-AE59791BF8FD6504/DNKN_Annual_Report_Final_.pdf 3. Dunkin’ Brands Corporate Overview: OneSource. http://globalbb.onesource.com.ezproxy.library.wisc.edu/web/Reports/ReportMain.aspx?ftrId=UNIFIED OVERVIEW&Process=CP&KeyID=361718&Expand=BusDesc#BusDesc361718 4. Dunkin’ Donuts. Wikipedia http://en.wikipedia.org/wiki/Dunkin'_Donuts 5. Dunkin’ Donuts menu. https://www.dunkindonuts.com/dunkindonuts/en.html 6. Major Companies. Dunkin’ Donuts http://clients1.ibisworld.com.ezproxy.library.wisc.edu/reports/us/industry/majorcompanies.aspx?entid= 1973#MP10482 7. PR Newswire, 2007. Proctor & Gamble Brings Dunkin' Donuts Coffee to Kitchens Across the Country: Retailers Respond Enthusiastically to Packaged Dunkin' Donuts Coffee as It Hits Store Shelves Nationwide http://search.proquest.com.ezproxy.library.wisc.edu/docview/453371114/DFDC067A22304D72PQ/7?a ccountid=465 8. ABC News, 2007. Dunkin' Donuts expands sales of packaged coffee http://abcnews.go.com/Business/story?id=3475239&page=2 9. Coffee – US – September 2013. Brand Share – roasted coffee. Mintel http://academic.mintel.com.ezproxy.library.wisc.edu/display/677269/# 10. PR Newswire, 2010. Enjoy Some Holiday Help From Dunkin' Donuts(R) Packaged Coffee: With Free Hot Coffee Samples At 10 Malls Across America "Black" Friday and Saturday, Nov. 26-27 http://search.proquest.com.ezproxy.library.wisc.edu/abicomplete/docview/808402336/F11AEAC10A83 4826PQ/41?accountid=465 11. Coffee – US – September 2013. The Consumer – Attributes and Attitudes towards Coffee http://academic.mintel.com.ezproxy.library.wisc.edu/display/677277/?highlight#hit1 12. http://www.keurig.com/ 13. Folgers, Not Starbucks, Is America's Favorite Coffee, Bloomberg Reports, 2013. http://www.huffingtonpost.com/2013/08/22/folgers-americas-favorite-coffee_n_3796510.html
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