Dunkin Donuts Internet Marketing Plan

Scott Levine, Callie Eidler, Daniel Schloss E- Marketing MAR649 Pace Lubin School of Business 5/6/2013 someone@example.com

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Executive Summary
The Dunkin Donuts mission statement is "To become the dominant worldwide of high quality doughnuts, compatible high quality bakery, fresh snacks products and beverages.1 Over time, the primary products of Dunkin Donuts has become coffee, beverages and of course donuts. William Rosenberg founded Dunkin Donuts in 1950. The company began with 5 locations and now has reached 6,000 stores in 30 countries. It has also become the leader in retail of coffee, donuts and bagels.2 Dunkin Donuts has enjoyed a steady increase in revenue since it became public in July 2011. 3 The company states in its 10-K filing that its positioned to capture additional coffee market share through an increased focus on coffee offerings.4 In the marketing realm, Dunkin Donuts plans to: increase social media presence, increase mobile presence, expand westward, redesign unattractive stores, and increase healthy options.

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Table of Contents
Executive Summary........................................................................................................ 1 Mission, Qualitative Goals, Quantitative Objectives ..................................................... 3 CRM Objectives .............................................................................................................. 4 SMART Marketing Objectives ........................................................................................ 4 SWOT ............................................................................................................................. 6 Marketing Problems and Opportunities, including necessary research ........................ 6 Identification of Target Market/Market Segments for various CRM programs ............ 9 Marketing Action Plan to Drive Customer Equity Upward .......................................... 10 Integrated Marketing Communications....................................................................... 10 Distribution/Fulfillment of Marketing Messages, Material and Incentives ................. 13 Customer Retention/CRM Plan as appropriate based on objectives .......................... 15 Technological Infrastructure and Data Requirements ................................................. 17 Evaluation Metrics ....................................................................................................... 19 Budget required to implement this plan ..................................................................... 22 Implementation Timetable .......................................................................................... 23 Bibliography ................................................................................................................. 23

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Mission, Qualitative Goals, Quantitative Objectives

Now that Dunkin Donuts has solidified their presence in the Northeastern portion of the United States they have set aggressive goals to expand outward from their core market to the West, Southwest and Midwest over the next three years. To reach this goal Dunkin has made it their mission is to Ensure continuity of supply of high quality food, beverage & equipment, while improving franchisee profitability to enable Westward expansion.5 To benchmark their progress a number of qualitative and well as quantitative goals and objects have been set to keep their strategy on track. From a qualitative aspect Dunkin Donuts largest goal is to begin contiguous U.S. Store expansion to develop a national footprint. In order to reach this goal they will be focusing on three key areas: Franchisee Relationships, Operations and Franchisee Profitability. By focusing on these factors Dunkin Donuts will be able to select the right franchisees to grow the Dunkin Brand while developing a people and guest first culture that will enhance the overall customer experience. Their internet marketing strategy described in later paragraphs will lead the marketing charge into new these new markets to create buzz around the opening of these stores. A number of communities and some big-name celebrities have already made pleas to Dunkin Donuts to expand throughout the country to give them their favorite coffee fix. From a quantitative aspect they have set aggressive expansion goals to meet by 2015. At the end of 2011 Dunkin Donuts had roughly 7,000 locations, mainly concentrated in the New England area. In their expansion plans they have set the expectation to have over 15,000

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locations across the United States by the year 2015. To achieve this they are actively seeking franchisees to open Dunkin Donuts restaurants to keep this goal on track.

CRM Objectives

Acquire customers in a growing market (mostly expanding westward in the United States) Expand social media presence Gain greater market share in the coffee industry Give customers ease of use with mobile apps and rewards program thus gaining increased customer loyalty Provide healthier alternatives to capitalize on the health food craze (thus expand menu options) Create more attractive stores to help entice customers to come to Dunkin Donuts

SMART Marketing Objectives

Specific o Gain more franchises, increasing presence throughout the world o Incorporate social media presence and mobile prevalence o Increase healthy food options (thus expanding target markets) o Re-design unattractive locations o Localize menus for regional tastes

Measurable o Amount of franchise o Social media hits (re-tweets and Facebook likes), website hits and mobile downloads Physical DD card usage Online store purchases Email registrations o Purchased food items (which items purchased and how often) o Re-designed locations

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o Customer satisfaction (in forms of surveys, etc.)

Achievable o All above goals listed are realistic for Dunkin Donuts The size of Dunkin Donuts and the number of employees that are employed, allows the company to take on multiple objectives at once

Realistic o Dunkin Donuts has the capital and resources to achieve all goals

Time Frame o Various objectives have varying time frames Healthy food options and localizing menus have the most immediate and realistic potential implementations Re-designing unattractive locations is a long but calculable time table Gaining more franchises, social media presence, mobile improvements and improvements in market share is an ongoing and endless endeavor

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SWOT

Marketing Problems and Opportunities, including necessary research

As the competition in the coffee market continues to become increasing fierce, Dunkin Donuts has had to spend some time to reassess what their brand stands for and how their customers perceive them in the marketplace.

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In order to get a better idea who their core customer base is, Dunkin Donuts has conducted a series of market research studies to find out directly from its customers what the essence of the brand is. Based on the results of numerous focus groups and customer surveys, Dunkin Donuts consumer insight team compiled a list of attributes that apply to the DDs brand and its customers. The results of study (shown below) provided Dunkin Donuts with some of the insight they needed to prepare themselves for a marketing overhaul to better align themselves with their current customer base figure out ways to expend into new markets.
Dunkin Donuts Brand Attributes: Not driven by status Simple and no-frills Down to earth Regular average people Love routines Efficient Non-judgmental Proud to have things to do and places to go Don't worry about fitting in

Based on the customer feedback Dunkin Donuts has also been able to determine that the company was perceived to have a blue collar soul.6 This discovery spurred the creation tagline America Runs on Dunkin which they felt embodied the spirit of their core customer group who are focused on getting up and running every day to get the job done. These focus groups also revealed some of the issues in Dunkin Donuts current marketing program and revealed how they could turn these flaws into opportunities. One of the largest issues that Dunkin Donuts faces is that many people perceive the Dunkin Donuts food products as unhealthy. As more and more importance is being placed on eating right and maintaining a healthy lifestyle this could become a larger issue for DDs if not addressed. Because of this Dunkin Donuts has created the DDsmart menu to enter into the health and wellness space. This menu currently has 12 items all under 300 calories and although this menu is not expected to be a

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large seller, it allows Dunkins Donuts to show they have healthy alternatives for the health conscientious buyer. Jon Luther, the Executive Chairman of Dunkin Brands has been the driving force behind the research referenced above as well as the brands revitalization efforts since joining Dunkin Brands in 2003. Luther was quickly able to recognize that the Dunkin Donuts customer experience also needed to be enhanced as the stores and the brand were beginning to look outdated. As such Dunkin Donuts marketing efforts moving forward will need to focus both on updating the brand as well as capitalizing on the opportunities to gain more market share. To accomplish the objectives, Dunkin Donuts is currently in the process of experimenting with a number of designs to update the look and feel of their stores; in addition they are updating their social media marketing presence and mobile capabilities update their marketing strategies to also reflect their new up-to-date feel. Simultaneous to these revitalization efforts, Dunkin Donuts is making a push to expand their U.S. presence westward. The graphic below provides visual representation the large growth opportunities outside of the Dunkin Donuts core Northeastern markets.

The marketing efforts involved in the Dunkin Donuts revitalization and expansion efforts will we outline in greater detail throughout this report.
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Identification of Target Market/Market Segments for various CRM programs

Dunkin Donuts has ironically become better known as a coffee company than a doughnut company. While this may seem odd, it is partially because of the gigantic target market provided in the world of coffee. Over half of Americans over the age of 18 drink coffee everyday.7 After oil, coffee is the second most valuable commodity in the world.8 This also ties in greatly with other Dunkin Donuts breakfast menu items (English muffins, bagels, etc.). This is because of these coffee drinkers 65% of them drink coffee during breakfast hours. 9 Dunkin Donuts focuses on simpler coffee drinks than specialty ones offered by other companies primarily (such as Starbucks). This may be a wise idea since 100 million Americans are coffee drinkers, but only 30 million drink specialty coffees. 10 In fact 28% of Americans go to lower-price outlets (McDonalds, Dunkin Donuts, etc.)11 for their coffee needs. This focus on coffee is not to say that Dunkin Donuts should not be focusing on donut sales. Americans eat close to 10 billion donuts every year. Thats an average of 35 donuts per person.12 Dunkin Donuts does not pretend to be a premium coffee chain. Instead they are a working class chain. Their main target market, which is adults from 25-55 years of age, working class, all races and all genders.13 Their products are also very affordable which grabs so many consumers.14 The niche Dunkin Donuts branded themselves as, as a place to stop in and get your coffee, donut, etc. boost inspired the slogan: America Runs on Dunkin. College students are also notoriously on the run to class and wherever else they may be heading. Thus Dunkin Donuts has begun targeting colleges and opening locations on campuses. It has stores on campuses such as Emory University, Boston University and New York University and has plans to open at more universities.15
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In 2003 Dunkin Donuts introduced the Dunkin Donuts card. The gift card has experienced double-digit percentage sales increases and has evolved to be a multichannel experience for the cardholder, encompassing e-mail, online and in-store interactions.# With this card Dunkin Donuts has encouraged reloading. David Tryder (Dunkin Donuts manager of interactive and relationship marketing) said regarding reloading: We have customers coming in multiple times a week, which makes us different from most other gift card issuers. So reloads are an important piece of the program, and we put a lot of emphasis on it throughout the year.16 Besides the convenience of continually having the Dunkin Donuts card on your cell phone or in physical warm with a customer 24/7, it has the benefit of giving various rewards in the form of promotions year-wide (which they are notified of via email). Auto-recharge is also an opportunity for Dunkin Donuts to gain easily dependable money, as well offer customers the ease of not thinking about refilling the card. Tryder said: We have customers coming to us, in many cases, every single day for their morning coffee. ... And the card is a great vehicle. It has branding on it, so you've basically got Dunkin' in your pocket for your everyday purchasing. ... That dynamic isn't necessarily true for all of the different gift card issuers that are out there; which I think, therefore, gives us the opportunity to have that relationship-building aspect [and] be a little bit richer, a little bit deeper. We can get a little bit more creative, from a marketing perspective, about the way that we attack it and use it as a relationship--building tool.17

Marketing Action Plan to Drive Customer Equity Upward

Integrated Marketing Communications
Dunkin Donuts, like many other brands, uses multi-channel marketing to help maintain a form of retention among its customers. The company relies on both traditional and online media channels to reach its customers and daily. Some traditional marketing channels that the company

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continues to use are television advertisements, newspapers and billboards but they have expanded to using online media channels such as their website, Facebook, Twitter mobile apps and email. The first channel of marketing that Dunkin Donuts uses is television advertisements. These advertisements are seen daily by consumers and many can be seen during specific holidays (Christmas, Valentines Day, St. Patricks Day, etc). During these holidays, many new products are unveiled to entice customers to come to the store and try them. Television advertisements have also been used recently to advertise the companys new breakfast options, as the slogan says America Runs on Dunkin, people who are going to work and are in a rush are interested in seeing meal options that are appropriate for their mornings besides donuts and other sweets options. The second channel of marketing that Dunkin Donuts uses is newspapers. The companys advertisements can be found in local newspapers usually accompanied by coupons for various drinks and food products. This use of traditional advertising shows how important it is to not throw out old channels though there are many new channels that can be used. Using newspapers advertisements is a great way to reach all different types of target market customers/noncustomers in all states and cities. The incentive of giving coupons is also enticing for those who have never tried Dunkin Donuts products to come and try them. It is the companys hope that this will as a result make this people returning customers. The third channel of marketing that Dunkin Donuts uses is billboards. Billboards are a great way in reaching customers while on the road in their cars and even just walking around in big cities. Most recently, Dunkin Donuts premiered a digital billboard in Times Square in New York City which features 1.6 million LED lights and weighs 14 tons.# According to John Costello,

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chief global marketing and innovation officer for Dunkin Brands Inc., the billboard gives us the opportunity to communicate with guest in the New York area (a huge market for us) and the millions of travelers and tourists who visit. By premiering this billboard and using billboards across the world, Dunkin Donuts is segmenting themselves in a different way than other companies of the same nature are doing. Dunkin Donuts also has evolved to using online marketing channels in the hopes of retaining more customers. The first channel it uses is its website. The website mainly allows for visitors and customers to see what types of products the company sells but it also has links to buying a registering a Dunkin Donuts DD Card and getting Dunkin UpDDates The DD card allows customers to pay for their drinks on the card and they can even buy one as a gift for a friends. First time visitors and customers can also sign up for the Dunkin UpDDatess , which would keep them up to date on current promotions, offers and news. When you first sign-up for these updates, one can receive a free medium beverage of choice and again on their birthday. This is a very enticing customer retention strategy for those who like Dunkin Donuts products. Dunkin Donuts has also made use of social media tools such as Facebook and Twitter in their goal of retaining customers. The company has its own social media team that works to provide engaging content and media in order to promote a two way dialogue between the brand and its passionate fans.18 The company also uses social media tools such as Google+, Instagram, YouTube and Pinterest. Facebook and Twitter have been its core social media tools that it has used to reach customers. Facebook, Dunkin Donuts has over 8.5 million fans and on Twitter they have over 150,000 followers. On these sites they have launched many successful campaigns such as promotions and sweepstakes. One campaign launched in 2012 was the What Are You Drinkin? campaign. This allowed fans to visit the Facebook application every day and say what, why, where and when they are drinking at Dunkin Donuts. Once these answers were
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submitted, they became shareable and people could respond to them. In addition, one fan would be selected each day to win a $100 Dunkin Donuts card and a customized mug with the persons What Are You Drinkin? response on it. Each response was then in the running for a grand prize of that persons picture on the new digital Times Square Billboard, a weekend in New York City with three friends and free Dunkin Donuts coffee for a year.19 Dunkin Donuts has also tapped in to the world of mobile applications. As mentioned previously, Dunkin Donuts has its own DD card that can be used to purchase products but this card can also be used on ones phone through Dunkin Donuts application. Dunkin Donuts believes this is a great step for the since they are an on-the-go brand.20 According to their director of interactive and relationship marketing, David Tryder. Dunkin Donuts has also launched mobile applications to allow customers to be able to check-in at Dunkin Donuts and for that customer to ask their colleagues and friends if they want anything while that person is at the store. A digital order then can then be made and shown to the cashier.21 Lastly, Dunkin Donuts relies heavily on email to reach their customers. By using this channel, the company is able to go into its database (after a person has signed up for a card or other information) and send an email to them that is customized to what is important in the local market at that particular time.22 Just by signing up Dunkin Donuts is able to offer new and existing customers access to promotions, coupons, and prizes by email all the time.

Distribution/Fulfillment of Marketing Messages, Material and Incentives

On the internet, Dunkin Donuts is striving to make itself stand out among its competition by being loyal to its customer following, offering incentives to keep its customers coming back and by being able to maintain constant communication as to its newest endeavors.

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As previously mentioned, the internet has been a main driving force in Dunkin Donuts being able to communicate with its customers. Tools such as social media, email and their website have been the most used in maintaining the constant contact necessary. With its avid Twitter and Facebook following, customers are able to receive daily updates from the company about new products, sweepstakes, promotions and incentive offers. For example, when Dunkin Donuts relaunched its some of its Coolata iced beverage flavors, the company asked its customers through Facebook to take a picture of themselves with the Coolata and post it on the page. Each week a prize was given for the best photo. # Dunkin Donuts especially likes social media because it is very cost effective to them and allows for two way communication between themselves and the customers. With this type of communication in place, customers understand that the company takes its business seriously and will be open to sharing their thoughts with them. Dunkin Donuts is constantly trying to find new ways to stand out on the internet and is continuing to explore how it can enhance its online presence. In terms of customers being able to share its thoughts, on its Facebook page, the company uses forums as a way to ask its customers to test new products and then give feedback on them. Dunkin Donuts did this when it launched it DD Smart product line. Brand managers and those on the culinary team were then able to answer questions. Dunkin Donuts has also been using email as a source of distributing its messages. By using this form of communication, the company is able to communicate quickly with its customers on a daily basis and in a more personalized manor. The emails are designed for that specific person, giving detailed information and offers that are tailored to that persons specific purchase history when using their Dunkin Donuts card. Offers are also sent when new products come out as well as when its the persons birthday.

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Lastly, Dunkin Donuts uses its website to communicate its messages and incentives. The website offers information specifically on the products it serves, where it is located across the world, what a DD Card is, what it offers in their online shopping section, and a place to sign up for Dunkin UpDDate. With all this information written clearly and looking aesthetically pleasing on the page, customers will have an easier time finding the information they desire and thus convince them to come to the store, sign-up for even more information, buy a DD card and purchase from the shopping section.

Customer Retention/CRM Plan as appropriate based on objectives

Quality and Customer Service as required to execute this plan
In order to be successful in their marketing action plan Dunkin Donuts must remain focused on improving the guest experience to maintain the loyalty they have achieved over the years. As previously outlined, Dunkin Donuts has begun to implement a marketing plan with a heavy focus on online and mobile media to keep up with the behavior and preferences of their evolving customer base. As an added benefit to this marketing method, Dunkins online media sites have also become a platform for improving customer service. From the beginning Dunkin Donuts made a strategic decision that their online presence should be more fan centric than sales centric.23 The idea behind this decision was to obtain new customers on a referral basis rather than by selling to them. As a result of this strategy Dunkin Donuts has one of the most engaging social media presences in the coffee market, remaining in direct communication with their customers as much as possible.

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Dunkin Donuts Twitter account (@DunkinDonuts) is vigilant in keeping any eye out for complaints and has the ability to react to them almost immediately. One customer posted his Dunkin Donuts Twitter experience in an online forum: @DunkinDonuts was amazing in their ability to react to my tweet earlier this year. Despite ordering a coffee with milk and no sugar, my coffee had a ton of sugar in it. Within 45 seconds of tweeting, I was DM'd by DD and they then called me and apologized and offered to conference in the store manager. They sent me a $10 gift card for my trouble. I've told the positive story to hundreds of people24 This is a prime example how a customer centric approach has proved to be a successful tactic is not only increasing customer loyalty but also promoting the brand potential new customers. Online actions like these have helped maintain Dunkin Donuts ranking as the number one brand for customer loyalty in the coffee category for five years running. In addition to Dunkin Donuts strong online customer service presence they are also striving to increase their in-store customer service. A company by the name of Netbase social analytics assists Dunkin by monitoring online postings to reveal customer sentiment. Based on these social analytics Dunkin was able to determine that what products people were enjoying and monitor areas where there seemed to be inconsistency in the quality of their service or food beverage. With this information Dunkin Donuts has been able to gather specific information on why a customer liked a product or not and pinpoint particular instances when a customer received poor customer service. This provided Dunkin Donuts with important details that would not be available through customer service surveys alone. Because of this wealth of information Dunkin has been able to quickly adapt to sales trends and respond poor service experience. As a result of this Dunkin Donuts reported a 20% improvement in overall satisfaction scores over the past 2 years.25

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Technological Infrastructure and Data Requirements

When operating a corporation the size of Dunkin Donuts, there is obviously a great amount of technology and data required to make the company run. As Dunkin Donuts expands with their current marketing exploits, they will need to add to their infrastructure and data. Part of their direction in marketing is creating a great relationship with their franchises and expanding franchises quickly. Nigel Travis said, we are moving from selling franchises to supporting franchisees throughout their lives.26 To help with the expansion of successful franchises Dunkin Donuts has created new software. It allows the managers and salespeople to realize problem areas for franchise selling and helps them target these areas and realize new ways to close deals. Dan Sheehan, CIO of Dunkin Donuts, compared the system to a CRM application with a scorecard built on top.27 He said: When you look at the a.m. market, we've been a leader in the Northeast. Now we'll take that leadership and go across the country and the world. Dunkin holds a great amount of business analysts. In fact they hold more than the amount of technologists they hold in their intelligence team. They use technologies such as data warehousing to help Dunkin' Brands and its franchisees better understand sales trends and identify new opportunities.28 Creating a mobile app, which allows ease of payment is clearly a great part of Dunkins technological infrastructure. Since apps are clearly important for customers and promote ease of use, they are very important to move quickly in. However, Dunkin has been a bit slow in this market. Synchronization with Apples Passbook occurred in February 2013 for Dunkin Donuts, when it occurred in October of 2012 for Starbucks.29

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One of the important things for Dunkin Donuts is having a quality product. Clearly distribution is important. To ensure quality they have multiple distribution centers. Each regional center is an independently owned nonprofit corporation.30 They account for all weather conditions. They have a specialized transportation management system (TMS) from Appian Logistics Software, Oklahoma City,31 which uses ResourcePRO. This works in conjunction with various software programs including TerritoryPRO and Appians Direct Route. As with any company, their website and social media platforms are important for Dunkin Donuts. They have a blog, which features various items such as recipes using Dunkin Donuts items on the website. Their social media is kept very active. There is also a dashboard showing their latest tweets, Facebook posts and YouTube videos on the homepage of the Dunkin website. The design of a store is very important and Dunkin is starting to realize its importance. They are now offering a variety of store designs and non-traditional stores. Creating the layout for multiple store designs, which are enticing for customers is important and requires great data research and analytic/architectural minds. There are various ways Dunkin gains customer intelligence, which makes much of decisions listed above (such as new store designs). One such way is by creating surveys on the bottom of receipts, which customers can take and copy the number of in exchange for one free donut with the purchase of a medium or larger beverage.32 Another way of gaining customer intelligence is by giving their most loyal customers VIP status at dunkinvip.com. They are dubbed the Dunkin advisory panel, which provide candid opinions on a variety of topics related to Dunkin' Donuts. As a member of the panel, you will receive invitations to participate in on-line surveys and discussion groups.33 As a reward,
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the VIPs are the first to see new advertising campaigns, learn about new products, and receive valuable rewards like Dunkin' Donuts Gift Cards.34 Here is a diagram of the technical infrastructure:

Here is a diagram of the data required as well:

Evaluation Metrics
Once Dunkin Donuts has figured out what the data they are acquiring is and how to acquire it, the organization then must be able to measure the data. Metrics rely on numbers to evaluate or assess business success.35 With the many online platforms that Dunkin Donuts uses such as their website and social media outlets, there are many different metrics that it can use to obtain valuable data for its business. Some of the metrics that the Dunkin Donuts chooses to evaluate

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are its website activity (which includes traffic, audience and campaign data), social media activity and mobile activity. In terms of website activity, Dunkin Donuts uses the data it collects about its traffic, audience and campaigns to ultimately improve and manage its website. Dunkin Donuts uses the traffic data to understand metrics regarding the types of visitors it obtains, those visitors who are signing up for newsletters and DD cards, the length of page sessions and views and what information is most sought. Some key traffic metrics that are measured in helping to evaluate the website are hits, page views, sessions, and click-throughs. Audience data relates to a persons behavior while they are on the website, such as how one gets to the site and what actions they take while there. Some of the key audience metrics measured are total number of people who visit the site, unidentified or identified users (a new visitor or registered supporter), and behavior on the website. The audience data evaluates the demographics and behaviors of the visitors rather than traffic data which focus more generally on the website activity.36 Campaign data refers to the effectiveness of marketing efforts37 though communication channels, offers or search. The results of these efforts can be measured through the number of page views, sales and the number of visitors. This type of data is best measured during specific periods of time such as over an hour, day or week. Once this has been set such as the number of visitors per day, number of page views a month, and average visitor session length can be measured. Dunkin Donuts also evaluates its social media metrics. Social media metrics are quite new when it comes to the techniques to analyze them and they are highly favorable in that they are not costly and the information is readily available. The use of social media tools such as
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Twitter, Facebook and YouTube allows for analysis of click-throughs, time spent on the page, video views, number fans or followers, etc. Among the various social analytics and monitoring tools that Dunkin Donuts uses, three platforms its uses are Buddy Media, Radian6 and CoTweet.38 Buddy Media is a platform that empowers chief marketing officers and agencies to organize their teams and optimize their social media marketing programs. With this platform, Dunkin Donuts is able to publish content, improve their social advertising and measure the effectiveness of their social media programs.39 In return, the company is able to effectively understand what content engages its visitors and customers most, test out strategies they have been coming up with and see which campaign are giving them the greatest return on investment.40 Radian6 is a social media monitoring tool, which aids companies in engaging actively with its customers through social media monitoring platforms.41 With this tool, Dunkin Donuts is able to analyze conversations on the web from blogs to twitter accounts. These comments are then seen as scalable to the organization in that they allow the comments to be within the business to areas such as marketing, customer service, etc. Co-Tweet is used in conjunction with a companys Twitter account. This tool, allows multiple people to communicate through corporate Twitter accounts and stay in sync while doing so.42 With this tool, Dunkin Donuts is able to collaborate with people in the company, work collectively with other departments, assign tasks and follow-up, focus on the important conversations that occur on the account, track exchanges and make updates. Lastly, Dunkin Donuts uses mobile metrics to help evaluate its business strategy. Dunkin Donuts uses its mobile metrics to evaluate who is using their mobile application, how
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many people use application regularly, how often does it have problems that need to be worked out, what type of people use the application, what do people purchase most while using the mobile, etc.

Budget required to implement this plan

The budget required for Dunkin Donuts will clearly be extraordinary. The plan to move westward includes new brick and mortar locations, which although being franchised is as always, extremely costly. For instance, Dunkin Donuts will still need to gain new distribution plants in the areas. This requires great amounts of capital (even if they are just contracting out the plants). The price of these plants will obviously need to be determined via contract negotiations and rent prices depending on the area so to give a dollar amount is nearly impossible. This is however the cheapest way to expand for them westward. Privately owned companies would not be feasible. The amount of people in the IT department and working on marketing for Dunkin obviously costs a decent amount of revenue. Revamping store designs and furniture quickly adds up. Analysts, designers, etc. al add to the necessary budget as well. Dunkin is no stranger to spending great amounts on advertising and marketing. In 2009 Dunkin began a $100 million marketing campaign. 43This was the beginning of a signification of Dunkin being willing and able to spend more money on marketing. When their new CEO arrived in 2009 marketing spending rose 5%.44

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This marketing budget tends to always pay off for Dunkin. The chief of global marketing for Dunkin (John Costello) believes that ROI should come first and ROI has always been positive for Dunkin in recent history.45

Implementation Timetable
Dunkin Donuts has set the ambitious goal to expand to the West coast by 2015. In order to achieve this goal the following implementation timetable will be followed:

Bibliography
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1 Wiki Answers, http://wiki.answers.com/Q/What_is_the_Dunkin'_Donuts_mission_statement (April 22, 2013) 2 Dunkin Donuts, Our Founder, http://www.dunkindonuts.com/dunkindonuts/en/company/founder.html (April 22, 2013) 3 Yahoo Finance, Dunkin Donuts, http://finance.yahoo.com/q?s=DNKN&ql=1 (April 22, 2013) 4 Yahoo Finance, America: Dunkin Donuts Next Frontier, http://finance.yahoo.com/news/america-dunkin%E2%80%99-donuts%E2%80%99-next-frontier-155830807.html (April 22, 2013) 5 Dunkin Donuts Group, Investor Presentation (2012) 6 (Cohen, 2013) http://www.ivycohen.com/MarketingCoach/BrandTransformationDunkinDonuts.html 7 Dunkin' Donuts Targets College Crowd With More Shops | InvestorPlace." Best Stocks - Financial Articles - Stock Trading Tips | InvestorPlace. N.p., n.d. Web. 6 Apr. 2013. <http://investorplace.com/2012/09/dunkin-donuts-targets-college-crowd-with-more-shops/>. 8 Fletcher, Heather. "For Dunkin' Donuts' David Tryder, Card-in-Hand Equals Brand - By Heather Fletcher, senior editor, Target Marketing : Page 1 of 2 : Target Marketing." Strategies and Solutions for Profitable Direct and Target Marketing : Target Marketing. N.p., n.d. Web. 6 Apr. 2013. 9 Dunkin Donuts Group, Investor Presentation (2012) 10 "Dunkin' Donuts Targets College Crowd With More Shops | InvestorPlace." Best Stocks - Financial Articles - Stock Trading Tips | InvestorPlace. N.p., n.d. Web. 6 Apr. 2013. <http://investorplace.com/2012/09/dunkin-donuts-targets-college-crowd-with-more-shops/>. 11 Fletcher, Heather. "For Dunkin' Donuts' David Tryder, Card-in-Hand Equals Brand - By Heather Fletcher, senior editor, Target Marketing : Page 1 of 2 : Target Marketing." Strategies and Solutions for Profitable Direct and Target Marketing : Target Marketing. N.p., n.d. Web. 6 Apr. 2013. 12 Fletcher, Heather. "For Dunkin' Donuts' David Tryder, Card-in-Hand Equals Brand - By Heather Fletcher, senior editor, Target Marketing : Page 1 of 2 : Target Marketing." Strategies and Solutions for Profitable Direct and Target Marketing : Target Marketing. N.p., n.d. Web. 6 Apr. 2013. 13 Fletcher, Heather. "For Dunkin' Donuts' David Tryder, Card-in-Hand Equals Brand - By Heather Fletcher, senior editor, Target Marketing : Page 1 of 2 : Target Marketing." Strategies and Solutions for Profitable Direct and Target Marketing : Target Marketing. N.p., n.d. Web. 6 Apr. 2013.

15 "Dunkin' Donuts Targets College Crowd With More Shops | InvestorPlace." Best Stocks - Financial Articles - Stock Trading Tips | InvestorPlace. N.p., n.d. Web. 6 Apr. 2013. <http://investorplace.com/2012/09/dunkin-donuts-targets-college-crowd-with-more-shops/>.

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16 Fletcher, Heather. "For Dunkin' Donuts' David Tryder, Card-in-Hand Equals Brand - By Heather Fletcher, senior editor, Target Marketing : Page 1 of 2 : Target Marketing." Strategies and Solutions for Profitable Direct and Target Marketing : Target Marketing. N.p., n.d. Web. 6 Apr. 2013. 17 Business Insider, Sales Force Buddy Media, www.businessinsider.com/blackboard/buddy-media (April 17, 2013 18 Sohn, Tom, Social Times, How Dunkin Donuts Uses Social Media, http://socialtimes.com/howdunkin-donuts-uses-social-media_b100752 (April 17, 2013) 19 Linkedin, CoTweet Inc., http://www.linkedin.com/company/cotweet-inc (April 17, 2013) 20 Roberts, Mary Lou, and Zahay, Debra. Internet Marketing: Integrating Online & Offline Strategies. Mason, Ohio: South-Western, 2013. 21 Business Insider, Sales Force Buddy Media, www.businessinsider.com/blackboard/buddy-media (April 17, 2013) 22 Marketing Brewed, What is Radian6, http://marketingbrewed.wordpress.com/2012/01/14/what-isradian6/ (April 17, 2013) 23 http://www.briansolis.com/2011/11/dunkin-donuts-uses-social-media-to-improve-customerrelationships-and-experiences/ 24 (Saleforce Social Advisory Board Episode 11) 25 http://www.localspeak.com/blog/120/for-dunkin-donuts-the-world-of-social-media-runs-on-roi.html 26 Edwards, John. "Time to Deliver the Donuts - Inbound Logistics." Logistics and Supply Chain Articles, News, Tools, and Resources - Inbound Logistics. N.p., n.d. Web. 16 Apr. 2013. <http://www.inboundlogistics.com/cms/article/time-to-deliver-the-donuts/>. 27 Walkup, Carolyn. "Dunkin Donuts Chief Looks to Expand Chain - QSR magazine."Quick-Service and Fast Casual Restaurant News and Information - QSR magazine. N.p., n.d. Web. 16 Apr. 2013. <http://www.qsrmagazine.com/executive-interviews/nigel-travis-talks-dunkin-sstrategy?page=2site=9340>. 28 Weier, Mary. "Dunkin' Donuts Uses Business Intelligence In War Against Starbucks ." InformationWeek | Business Technology News, Reviews and Blogs. N.p., n.d. Web. 16 Apr. 2013. <http://www.informationweek.com/dunkin-donuts-uses-business-intelligence/199001001>. 29 McGee, Marianne. "So You Want To Be The Boss? - - - Informationweek."InformationWeek | Business Technology News, Reviews and Blogs. N.p., n.d. Web. 16 Apr. 2013. <http://www.informationweek.com/so-you-want-to-be-the-boss/189600572>. 30 Dunkin' Donuts Mobile App Adds Support for Apple's Passbook - Technology News redOrbit." redOrbit - Science, Space, Technology, Health News and Information. N.p., n.d. Web. 16 Apr. 2013. <http://www.redorbit.com/news/technology/1112793726/dunkin-donuts-mobile-app-addssupport-for-apples-passbook/>.

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31 Edwards, John. "Time to Deliver the Donuts - Inbound Logistics." Logistics and Supply Chain Articles, News, Tools, and Resources - Inbound Logistics. N.p., n.d. Web. 16 Apr. 2013. <http://www.inboundlogistics.com/cms/article/time-to-deliver-the-donuts/>. 32 Cipriani, Jason. "How to add your Starbucks card to Passbook | How To - CNET." How To - Tips for your phone, tablet, computer, home theater and the Web - CNET. N.p., n.d. Web. 16 Apr. 2013. <http://howto.cnet.com/8301-11310_39-57526031-285/how-to-add-your-starbucks-card-topassbook/>. 33 <http://www.dunkinvip.com/>. . N.p., n.d. Web. 16 Apr. 2013.

34 Edwards, John. "Time to Deliver the Donuts - Inbound Logistics." Logistics and Supply Chain Articles, News, Tools, and Resources - Inbound Logistics. N.p., n.d. Web. 16 Apr. 2013. <http://www.inboundlogistics.com/cms/article/time-to-deliver-the-donuts/>. 35 Roberts, Mary Lou, and Zahay, Debra. Internet Marketing: Integrating Online & Offline Strategies. 36 Mason, Ohio: South-Western, 2013. 37 Roberts, Mary Lou, and Zahay, Debra. Internet Marketing: Integrating Online & Offline Strategies.

43 Howard, Theresa. "Dunkin' Donuts launching $100M ad campaign - USATODAY.com." USA TODAY: Latest World and US News - USATODAY.com. N.p., n.d. Web. 21 Apr. 2013. <http://usatoday30.usatoday.com/money/industries/food/2009-01-01-dunkin-donuts_N.htm>.

44 Lukovitz, Karlene. "MediaPost Publications Q&A With Dunkin's John Costello: ROI Comes First 08/22/2012." MediaPost News and Conferences for Media, Marketing and Online Advertising Professionals. N.p., n.d. Web. 21 Apr. 2013. May 6, 2013

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<http://www.mediapost.com/publications/article/181104/qa-with-dunkins-john-costello-roi-comesfirst.html#axzz2R7YfmrmQ>.

45 Howard, Theresa. "Dunkin' Donuts launching $100M ad campaign - USATODAY.com." USA TODAY: Latest World and US News - USATODAY.com. N.p., n.d. Web. 21 Apr. 2013. <http://usatoday30.usatoday.com/money/industries/food/2009-01-01-dunkin-donuts_N.htm>.

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