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Executive Summary
This marketing plan is for a franchise branch of Dunn Bros Coffee located off of Hwy 169 in the city of Elk River.
Dunn Bros is one of the fastest growing local small franchises in Minnesota. Founded in 1987 by Ed Dunn who opened a store on Grand Avenue in St. Paul. Skip Fay and Chris Eilers, two local owners, bought the rights to sell Dunn Bros franchises in 1998.
Dunn Bros prides itself on providing a community atmosphere in their stores that are open and offering great tasting fresh cup of coffee to the coffee drinker who "truly appreciates a good cup of coffee".
The marketing goal is to promote the health benefits of drinking coffee on a daily basis. We want to make the consumer aware of the benefits and increase sales by 3% and profits by 2% for the year 2005 in the Dunn Bros franchise located in Elk River, Minnesota.
Dunn Bros will attempt to increase consumer awareness in the health benefits of drinking coffee by promoting through a variety of advertising, personal selling, sales promotions, public relations and direct communication.
To promote, Dunn Bros plans to print brochures with health benefit information for the consumer to read at the location or take with them. Dunn Bros plans to update their billboard advertisement along Hwy 169 between Zimmerman and Elk River with the added slogan of advertisement of "A Great Cup of Coffee a Day Keeps the Doctor Away".
Upon arriving at the store, Dunn Bros' greeters will pitch the statement of the health benefits of drinking coffee and give the customer a brochure to take with them upon leaving the store.
Dunn Bros also plans to promote the health benefits of drinking coffee to th ...