What was the overall marketing strategy for Dunkin Donut's "Longest Love Message to Moms" campaign? Which specific tactics (4 p's) were uses and how? What would you have done differently?
Date Submitted: 08/15/2003 16:26:01
Category: / Business & Economy / Marketing and Advertising
Length: 3 pages (818 words)
Category: / Business & Economy / Marketing and Advertising
Length: 3 pages (818 words)
In America, donuts might not essentially be connected with family principles, and they surely aren't related to Mother's Day. In Thailand, though, Dunkin' Donut's established a way to connect their merchandise with just these things. The effect, the "Longest Love Message to Moms" endorsement designed at two calculated objectives: to increase market share and to boost brand name devotion amongst targeted patrons. During the summer of 1999, Dunkin' Donut's did just this.
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…of the marketing strategy working towards the overall corporate interest. Without a strategy - without a degree of research and organization - a company's efforts are simply much less effective.
Reference:
Andruss, Paula; Marketing News; Chicago; Sep. 11 2000; "Thais sweet on mom, 'love' campaign."
www.dunkindonuts.com Information regarding business ventures in foreign countries.
www.dushkin.com "Dunkin' Donut's promotes itself as a company that cares for its society."
www.sampath.com "Dunkin' Donut's in Thailand."
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