When Dunkin' Donuts went Mad Over Marketing!

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Dunkin Donuts secret menu items you have to try

Dunkin’ Donuts
A world-renowned brand for one of the greatest American food discoveries, the donuts. Founded in the early 1950's, the brand has grown into an American household name and expanded its roots to the South East Asian countries as well. One of the major coffee-sipping countries in the world, South Korea has become a large market for dunkin’ and other major players all across the globe. it is said that there is a coffee shop on every street and block in South Korea, that's how much they love their coffee. There is a healthy competition among the coffee shops in South Korea due to the increasing demand for coffee and since there is competition, innovative Companies like Dunkin’ come up with mind-boggling marketing techniques.

Dunkin' Donuts aims to ditch foam cups for paper by 2020
Dunkin’ came up with an innovative solution to increase their coffee sales. They observed that the South Koreans like to take the bus when they are going to and from work. They analyzed the routes with the most traffic and the plans where they could get more conversions or potential buyers. 
 Pungent Radio Boosts Sales for Dunkin' Donuts - Horsepower Marketing
Dunkin’ was smart enough to set up shop close to the bus stations to attract the crowd traveling via buses. Dunkin’ came up with a very unique idea of advertising the brand and products firstly by mentioning it on the little TV for commuters to watch on the bus, along with that they came up with a jingle for their brand so that the brand recall and recognition amongst customers was high. 

Bus Riders and Invasive Advertising - CityLab
The turning point though was an air freshening dispenser, every time the jingle played the air freshening dispenser would dispense a coffee aroma in the bus increasing the utility of the product and creating demand for coffee. 
The Future of Advertising (Will Be Squirted Into Your Nostrils as ... 
Well, every time someone wished to have coffee on the bus due to hearing about it and smelling it too! They would get off the bus to buy coffee, well the first coffee shop the customers saw was none other than Dunkin’. This campaign helped increase the sales of coffee for Dunkin’ in South Korea making it a very successful brand.
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Happy Reading!:)

Comments

  1. AnonymousMay 10, 2020 at 2:25 PM

    This is something new and an absolute amazing technique adopted by dunkin south korea . enjoyed reading it ! great work @thecorporatehouseofcards

    ReplyDelete
  2. AnonymousMay 12, 2020 at 9:35 PM

    This is interesting!

    ReplyDelete

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