Chapter 16 - Promotional Planning for Competitive Advantage

            When it comes to promotional planning for competitive advantage, Dunkin' Donuts is up there with their competitors. The company make sures, their current and potential customers are aware of DD's latest product and it's price. In order to promote their product, Dunkin' Donuts uses persuasive promotion to reach their customers. That is why DD advertises all over the radio and television, and even bill boards. 

                                                                                                                       First DD commercial

            Dunkin' Donuts launched their first commercial in 1983, featuring 'Fred the Baker'. The part of 'Fred' was played by Michael Vale, the actor played 'Fred the Baker' for 15 years, until his retirement in 1997. 

            Dunkin' Donuts has made many more commercials since then, featuring many celebrities such as Eli Manning and the Giants, Rachel Ray from Food Network, and the New York Mets and the New York Yankees.

            Dunkin' Donuts also uses catchy slogans to draw people in.  In the 1950s, the company started out with the slogan "Only at Dunkin' Donuts". Over the years their slogan changed, and the latest slogan which they started in 2007 is "America Runs On Dunkin".