A comparative analysis of the social media graph of Starbucks and Dunkin Donuts Enjoy! JH

1. Comparative Analysis of the Social Graph VS Justin Hergianto Social Media for Brand Managers Assignment #1 1/29/11

2. NAME Brand Overviews Analysis Quantitative Qualitative

3. OVER VIEW Year Founded (location): 1950 (Quincy, MA) # of Domestic Locations: 6,400+ # of International Locations: 2,400+ ’ 10 Ad Spend: $133.2M Online Ad Spend: $16.1MM Tagline: “America Runs on Dunkin” Product Portfolio: Limited coffee range, donuts, alternative meal offerings Target Consumer : A25-65, more blue collar than not, standard HHI Always on the run…active Sources: Company site, Kantar Media (formerly TNS)

4. OVER VIEW Year Founded (location): 1971 (Seattle, WA) # of Domestic Locations: 11,000+ # of International Locations: 16,858+ ’ 10 Ad Spend: $33.0MM Online Ad Spend: $1.3MM Tagline: N/A (relying on the lifestyle the brand represents) Product Portfolio: Extensive coffee range, baked snacks, lounge w/ wifi Target Consumer : A35-54, affluent, creative types Not in a rush…laid back Sources: Company site, Kantar Media (formerly TNS)

20. Thank You