Dunkin Donuts Longest Message to Mom

For a company to succeed in business, it must utilize effective marketing of its goods, services or ideas. Dunkin' Donuts began its "Longest Love Message to Moms" campaign in Thailand during the summer of 1999. Before the campaign, Dunkin' Donuts was already a market leader in Thailand with a 67 percent share of the market. As a market leader, Dunkin' Donuts continued to challenge its main competitor, Mr. Donut through this impressive campaign. For the purpose of …

…free advertising based on the media attention surrounding the Thai actors at the flagship store and the parade celebrating the queen's birthday. Finally, the company built larger facilities than here in the US to encourage the Thai population to meet in Dunkin' Donuts and socialize. I believe this strategy was extremely effective as it exceeded the company's expectations. Therefore, being a novice to the marketing process, I would not have approached this campaign any differently.