Dunkin Donuts Longest Message to Mom

Essay by sleonardelliUniversity, Bachelor'sA-, May 2004

download word file, 3 pages 5.0

For a company to succeed in business, it must utilize effective marketing of its goods, services or ideas. Dunkin' Donuts began its "Longest Love Message to Moms" campaign in Thailand during the summer of 1999. Before the campaign, Dunkin' Donuts was already a market leader in Thailand with a 67 percent share of the market. As a market leader, Dunkin' Donuts continued to challenge its main competitor, Mr. Donut through this impressive campaign. For the purpose of this assignment, I will discuss Dunkin' Donuts marketing strategy and how the company used the two components of the marketing mix, promotion and place. I'll begin with the marketing strategy.

Market Strategy

Market strategy is a process of approaching markets to enhance the long-term growth and profitability of the company. Dunkin' Donuts marketing strategy consisted of intensifying marketing efforts to increase their market share. As stated in the case assignment article, Dunkin' Donuts approached their "Longest Love Message to Moms" with two objectives in mind; gaining "market share and increasing brand loyalty.

" To begin marketing a good, service, or idea, a company must first analyze the market situation. The company recognized Thailand was family-oriented and that the Thai population was very devoted to the royal family. Dunkin' Donuts used this knowledge and began its strategy by establishing links to the royal family and then planned their promotion around the national Mother's Day. Dunkin' Donuts capitalized on this and established themselves as a company that cared about the Thai population. The next step in Dunkin' Donuts' strategy was to begin using the product variable of the market mix in its campaign.

Market Mix - Promotion

To increase brand loyalty, Dunkin' Donuts used consumer demographics to appeal to its target consumers, teenagers and young adults, by "inviting popular Thai actors to sign a...