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Word Count: 802
In America donuts might not essentially be connected with family principles and they surely arent related to Mothers Day In Thailand though Dunkin Donuts established a way to connect their merchandise with just these things The effect the Longest Love Message to Moms endorsement designed at two calculated objectives to increase market share and to boost brand name devotion amongst targeted patrons During the summer of 1999 Dunkin Donuts did just this The key contrast between the market in Thailand and that in America remains within the customers perception of the product in America the largest part of the business occurs in the morning with a rushed fast-paced approach while in Thailand the exchange takes place in the late afternoon with a higher importance on getting together and meeting people As well the society in Thailand supplicates a greater value on the family with as many as three generations living in the same home but always a prevalence of dissimilar generations in the same household that is not seen in the United States Additionally the Thai royal family possesses a very significant place in the Thais lifestyle and certainly the Queen mothers birthday August 12 is also the national Mothers Day It was on these three positions that Dunkin Donuts based their new promotion The corporation spent a preliminary 14000 US dollars on packaging publicity posters and rewards At the center store in Bangkok well-known Thai actors were employed to begin the campaign by signing a variety of vinyl banners with love letters to their moms These banners were then dispersed to the additional stores and employees distributed 100000 leaflets welcoming customers to take part The heart of the promotion was to bring people into the Dunkin Donuts for five weeks all Thais were invited to come in to the stores and write a love note to their mothers whether they made a purchase at the store or not As well unique marketing
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