Dunkin’ Donuts in London

June 11, 2014

Jennifer Balinski & Nicholas Winters

SWOT AnalysisStrengths-Value for Price-Speedy service-K-cups and home coffee

Weaknesses-Health-conscious and organic -Brand loyalty-Fair trade and environment

Opportunities-Delivery and vending -Local twist-Celebrity advertising: David Beckham

Threats-Taste-Stereotypically American-Fast food brands

CompetitionWithin the coffee shop

category

Takeaway Food

Establishments

At Home consumptio

n

Supermarket Products

Alternative

Beverages

Costa Coffee McDonalds’ McCafe

Non-Dunkin’ Keurig

Bagged coffee

Tea

Caffé Nero Pret A Manger Starbucks bags

Tesco: Harris + Hoole

chain

Energy Drinks

Starbucks Eat

Locally owned

coffee shops

Bakeries

Lady Dinah’s (Cat café)

Brand Strategy For Dunkin’

Current Dunkin’ Donuts brand More accessible and youthful than Starbucks VarietyAppeals to customers across income levelsMeal experienceHuge brand loyalty in US

What is the brand personality for London?Consider changing the name for LondonEmbracing local foods and drinksFood here is not fast—introduce that as initial differenceSmall, comfortable seating area

Dunkin’ Target Audience

Start with: MenMost likely to use coffee shops once/wk+Busy lifestyle Working class –AND- Affluent

Then tie in: WomenEducated AffluentYoung kids

LifestyleEasy takeawayFast service“Combos”

The Launch StrategyLead Media

NewspapersSporting events/Art eventsPublic transportation

Marcom mix

Advertising: brand awareness

PR: Create relationships with new consumers, defining what Dunkin means to UK, accessible

The Launch StrategyKey executional tacticsStart off with really simple drinks and UK familiar food

TEA: U.S.: Regular, Decaf, and Green TeaMenu changes: simple, healthy, local, fair trade,

familiarScones, croissants, pastries, sausages, black

pudding?Trial and error: “Limited time offers”

MessagingBig idea

Dunkin’s quick service provides customers with food they know in a quick way. It provides familiar food items and fits in with their busy lifestyles.

Slogan“Favourites Fast”

Key messaging Tying speedy service into London food purchasing habitsNOT full-on American/different, slowly bridge to that