Integrated Marketing Communications

         Dunkin Donuts promotes their products in many different ways. Their strategies mainly target two of a consumer’s five senses: smell and taste. Whenever a consumer sees a Dunkin Donuts ad, it gets their taste buds going to the point where the consumer can smell the item as if it were right in front of them. This, in return, may persuade a consumer to purchase a Dunkin Donuts item rather than the corner coffee shop item. Knowing their target market, Dunkin Donuts uses their Integrated Marketing Communications to reach out to their consumers at every contact point. There are dozens upon dozens of Dunkin Donuts stores that catches the eye and senses of their consumers, there are the television commercials that run when they know their target market will be watching television, there are the ads consumers see at bus stops, billboards, flyers, and of course Dunkin Donuts has their own website on the internet not to mention the social networks they are on. Dunkin Donuts is seen everywhere a consumer turns which makes it a well known brand and a successful company. Dunkin Donuts also have a competitive advantage over their competitors due to the fact they are not just coffee and donuts. Dunkin Donuts offers a diverse product mix in which the consumer can choose from, whereas their competitors offer a very parallel product mix. This comes from listening to their consumers wants and modifying the company in a way that meets those wants. Moreover, Dunkin Donuts partners up with many different companies such as American Express, Baskin-Robbins, Mets, Yankees, Jets, Giants, and Yahoo just to name a few. This gives Dunkin Donuts more publicity and access to a wider set of consumers. Dunkin Donuts promotional mix always meets the needs of their consumers which results in fulfilling the overall goals that are set for the company.