Dunkin’ Donuts in London June 11, 2014 Jennifer Balinski & Nicholas Winters

SWOT Analysis Strengths -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

Competition Within the coffee shop category Takeaway Food Establishments At Home consumption Supermarket Products Alternative Beverages Costa CoffeeMcDonalds’ McCafe Non-Dunkin’ Keurig Bagged coffeeTea Caffé NeroPret A MangerStarbucks bagsTesco: Harris + Hoole chain Energy Drinks StarbucksEat Locally owned coffee shops Bakeries Lady Dinah’s (Cat café)

Brand Strategy For Dunkin’ Current Dunkin’ Donuts brand More accessible and youthful than Starbucks Variety Appeals to customers across income levels Meal experience Huge brand loyalty in US What is the brand personality for London? Consider changing the name for London Embracing local foods and drinks Food here is not fast—introduce that as initial difference Small, comfortable seating area

Dunkin’ Target Audience Start with: Men Most likely to use coffee shops once/wk+ Busy lifestyle Working class –AND- Affluent Then tie in: Women Educated Affluent Young kids Lifestyle Easy takeaway Fast service “Combos”

The Launch Strategy Lead Media Newspapers Sporting events/Art events Public transportation Marcom mix Advertising: brand awareness PR: Create relationships with new consumers, defining what Dunkin means to UK, accessible

The Launch Strategy Key executional tactics Start off with really simple drinks and UK familiar food TEA: U.S.: Regular, Decaf, and Green Tea Menu changes: simple, healthy, local, fair trade, familiar Scones, croissants, pastries, sausages, black pudding? Trial and error: “Limited time offers”

Messaging Big 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 habits NOT full-on American/different, slowly bridge to that