Question

From Dunkin Donuts to Just Dunkin! The famous American Donut’s brand is rebranding and closing stores across the world including Oman as its outlets have shut down for good. The demand for donuts in America is decreasing as customers preferring more healthy food with less sugar and fat.

The company’s brand CEO Mr. David Hoffmann said, “the rebranding comes as an effort to reshape the company’s strategic goals and focusing on drinks more than donuts.” While analyzing the company’s different products, the managers noticed that 60% of its revenue is coming from drinks like coffee while demand for donuts is declining.

The company redesigned its brand, and its stores making them look simpler. The company is also introducing new coffee experiences like nitro, cold brew, black...etc. The company will also introduce digital menu and drive through to fit the customers on the go lifestyle. The company will also reduce its employees as the new digital menus will eliminate the need of human employees, reducing the company’s costs.

Questions:

1. Develop Integrated Marketing Communication for the new brand “Dunkin” . (250 words)
2. Do you agree or disagree with the company’s rebranding strategy? Support your opinion based on your knowledge of the factors influencing the buyer behavior. (250 words)
3. Discuss the role technology plays in Dunkin donuts new strategy. (250 words)

Answer 1

Answer 1: Following are the contents covered for developing integrated Marketing Communication for the new brand Dunkin:

• The new band of Dunkin has leveraged many means of integrated marketing channels that want to communicate the expansion of product portfolios through various own media channels as well as digital means that help in cutting down the necessary cost & thereby enhance the consumer network at global means.
• The vast means of Dunkin Integrated communication for the new brand is owned by Social media marketing with digital presence as by adding different tools to communicate digitally- as by listing the online delivery as well facilities that are promoted on Facebook, Twitter campaigns & also blogs that focus on communicating the novelty of products the Dunkin is offering an addition to the new variety of donuts as beverages, initiating people to adopt healthy donut recipes & thereby translating the message digitally will be new prime means of integrated marketing addition to paid means of traditional marketing as newspaper, television, radio, display ads & mobile so on.
• Dunkin new brands integrated marketing campaign is integrated with various communication is as events that manage the promotional activities, personal selling, public relations, sales & promotion with advertising media that is covered the main intention to connect the larger group of consumers offline & online that can help in leveraging the Dunkins new product diversification in turn.
• Leveraging digital strategy as a new brand of Dunkin has taken itself to be in the competitive edge apart from the competitors of offering the same as coffee beverages such as Starbucks & additionally benefit the brand by adopting new means of integrating advanced technologies at large scale globally at the stores to connect & communicate the brand prepositions.

Answer 2: Yes I agree on the Dunkins company's rebranding strategy, following are the key factors that support it with an understanding of the factors influencing buying behavior:

• Dunkin as a company has assessed the factors of consumer buying behavior by an understanding of the personal, social, cultural, psychological & lifestyle factors that associates the new brand of the Dunkin whereby the various product portfolios are been innovated as per these factors changes.
• Dunkin's understanding of the geographic cut down on the market to innovate the product portfolios, adding on the new means of product addition to donuts as by introducing new beverages, making the store simpler in process, & thereby integrating the various marketing strategies & adopting various digital means of producing & communicating the brand propositions has connected all the factors that associate the consumer behavior at large.
• Reducing the cost, optimizing the resources, and understanding the consumer expectations & preferences thereby communicating in with integrated marketing channels shows the effort the company is putting on bringing the shifts in consumer behavior & also position the brand not as health effects but as a lifestyle by adding various innovative ideas to product portfolios.
• Understanding the health behavior is also one of the key distinguishing features the company made to bring the innovative means to connect them to shift the buying behaviors, by all means, add the main product as donuts & thereby leverage the fair amount of returns globally.

Answer 3: The role played by Dunkin Donuts in adopting various means of technology as a strategy is explained below:

• Dunkin has transformed invested into new means of technologies & digital innovations in modern days that offer greater convenience with speed in their offering orders of the favorite menu to consumers as Cardfree's Technologies as one of them that helps in accessing easy means to connect other platforms & partners.
• On the go mobile ordering is also one of the technology innovation made by the firm to strategize the role in technology shifts in the market- 24 hours in advance mobile ordering, selecting the location desired & supplying with app-based technological interface with a confirmation & ready to pick up the order has transformed the way of conducting business at Dunkin Donuts globally.
• Not just in connecting the consumers on technological means but also making the payments to be made easily with various means of integration of visa pay, MasterCard, Apple pay, Samsung pay & Android pay has helped the firm to get into the digital means of payment options which faster, easily available for purchase to be made & connecting virtual payments connecting with Dunkins Newly build App.
• The Tech Team at the Dunkin has been working hard to come up with various digital means of connecting, integrating the business, market & consumer, which also may affect the cutting down human resources & other costs in the future as well as leverage the brand value globally.