Wednesday, April 17, 2013

In response to Melissa Moriwaki's post

How do you think this will effect doughnut customers? Will they still think of Dunkin Donuts when looking to find a doughnut if DD's isn't marketing towards doughnut eaters anymore? How will this effect Dunkin Donuts?

I believe this change in marketing may hurt Dunkin Donuts. After many years Dunkin Donuts has been known for their donuts and pastries; even their name has "donut" in it! The reputation that Dunkin Donuts has built up has been centered around donuts so straying away from this product might hurt them quite a bit. I think that in order to stay financially stable, Dunkin Donuts is going to have to come up with a new idea that will overpower their well known reputation for donuts. 


As stated in our textbook, promotion is defined as "communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response."

These are the parts to the promotional mix:

Advertising is "any form of impersonal, one-way mass communication about a product or organization that is paid for by a marketer."
Public Relations is "the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance."
Sales Promotion is "marketing activities that stimulate consumer buying and dealer effectiveness."
Personal Selling is "a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other."
Social Media are "promotion tools used to facilitate conversations among people online."

Do you believe that promoters need all parts of the promotional mix in order to promote their product? If not, why?