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 this assignment, I will discuss Dunkin' Donuts marketing strategy and how the company used the two components of the marketi…