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Brand Selection Proposal
Candace ThomasAvery Urusow
Alana Gay
Dunkin Donuts
Brand Identity
• Background: Sells more than 1 billion cups of coffee
per yearFounded in 1950 in Massachusetts.Famous for variety of baked goods and
coffees.8,800 locations in 31 countries.
• Positioning:In and out vs. café atmosphereKnown for breakfast options as well as
coffee
Opportunities
• Stronger brand personality in reference to coffee.
• Customer loyalty.• Emphasize coffee delivery
service.• Contest/branded events.• Website improvements:– more user friendly and better
organized. • Promote Dunkin Run feature
Brand Challenges
• Competitors Websites:– Starbucks : boring, media
driven, well organized.– Caribou: Interactive, fun,
user friendly• Changing the perception of
an already well-known brand.
• Provide a more interactive experience for customers.
Presence
• Widely popular offline.– America Runs on Dunkin
Campaign– Celebrity Endorsements
• Needs to gain popularity online– Website not integrated with
social networks– Facebook & Twitter members
Solution: “MyDunkin”• Register for free membership online
& in-store• Customize avatars and “MyDunkin”
cards• Tracks purchase patterns and offers
individualized discounts• Exclusive membership events• Members only mobile app• Recommend products based on user
profile • Integrate Facebook and Twitter
accounts • Fun surveys and games
Wrap-Up
Problem SolutionBrand/Customer loyalty “MyDunkin” Membership
Emphasis on coffee delivery service
Twitter promos, phone applications, recipe contest
More contest/branded events
Use social networks to promote events that will then drive traffic to website
Website Improvements Better integration and organization
Philadelphia Eddie’s Tattoo
Brand Identity
• Background– First shop on 4th Street,
opened in ’70s– 4 locations– Now owned by Troy Timple
who created a clothing and accessory line called “Tattooed Kingpin”
• Positioning– Rock/Goth Culture– Nostalgic– Authentic
Opportunities
• Needs Updated website– High Quality images, bios,
better navigation, social networking integration, client community
• Stronger brand presence• Website needs to reach level
of local competition• Promotion of events through
website and social networks• Frequent client benefits• Promotion of Merchandise
Challenges• Competition
– No Ka Oi Tattoo (http://www.nokaoitikitattoo.com/home.php)• Right across the street, interesting brand
positioning, interactive website, no integration of social networks
– Body Graphics Inc. (http://www.bodygraphics.com/home.php)• Interesting graphics, strong positioning,
around the corner, no integration of social networks
• Competing for employees• Bringing in new customers• Creating a strong online brand
presence
Presence• Offline
– Word of mouth– Small group of loyal
customers– Very well known tattoo option
on South Street• Online
– Myspace, hardly updated– Very little search engine
presence– No facebook or twitter– No promotional efforts to
drive traffic to website
Solution: Client Community• Register by Facebook, Twitter, Email, or In-
store• Community where clients can share tattoo
stories, ideas, images, rate tattoos, find out about events and communicate with the shop
• Ask the Artist• Questionnaire that will recommend an artist• Online appointment manager• Tattoo care instructions, personalized
messages• Fully integrated to social networks• Members-only contests/discounts (online
only)– Tattooed Kingpin apparel discounts for referrals
and contest winners
Wrap-UpProblem Solution
Competition Create a strong following on social networks, making store site a community in itself
Competing for employees Gain interest of guest artists, events and conventions
Bringing in new customers Online community creates brand loyalty, word of mouth, and promotes artist work
Creating a strong online brand presence
Integration of social networks and online store community
Mac Cosmetics
Brand Identity• Background: Well known brand in cosmetic
industryEndorsed by many celebritiesWas first introduced for professionals
only• Positioning:High quality make-upProfessionalCostly (in-store/online)
Opportunities• Improve website
• Increase sales and traffic• Better organized• Send incentives
• Networking Site Community• Make-up artists can network
with photographers, models, other artists, etc.
Brand Challenges• Competitors Websites:
– Sephora : larger product selection, provides useful information
– Smashbox: boring, good incentives and information
• Improving the perception of an already well-known brand.
• Provide a more interactive experience for customers.
• Gain a better online presence
Presence
• Widely popular offline.– Celebrity Endorsements – Stores have strong presence
• Needs to gain popularity online– Website not integrated with
social networks– Should try providing a
community through website to connect with customers
Solution: “Face the Magic”• Register for free membership online
• Professional membership or consumer membership
• Create and customize avatars and build your own makeover
• Test colors on skin tones/complexions • Interact with other avatars• Recommend products based on user
profile • Integrate Facebook and Twitter accounts • Contests and special offers
Wrap-UpProblem Solution
Online presence “Face the Magic”
Improve interactive aspects of website
Social network integrations and online community
More contest/branded events
Utilize contests to bring users to website
Website Improvements Better integration and organization