Q. How are these companies’ marketing approaches to the pandemic crisis different, and/or the same?What does the tone, visual design, and content, tell you about their promotional strategies and their target markets? Check out their social media sites, and report on their consistency of messaging. Give an example or two.
Today, we analyze messaging from SB and Dunkin’ about the companies’ approach to Coronavirus-19 crisis – corporate messaging that addresses both their customers, and their employees [partners].
Visit and read these links to Starbucks’ and Dunkin’ Donuts website/blogs and then think about what it says about these companies’ ethical standards, and how their approach might impact their current and future success . The messaging is front and center on the Starbucks website:https://stories.starbucks.com/stories/2020/navigating-through-covid-19/
Now compare the tone and content of Dunkin’ Donuts messaging to their
customers and employees:https://www.dunkindonuts.com/en/covid-19
In Chapter 2 in our textbook, Solomon writes about business ethics, and says:
“Ethical business is good business. A majority of consumers around the world say they are willing to pay more for products and services from companies that are committed to positive social and environmental impact. What is even more encouraging is that younger consumers express this preference even more strongly: About three-quarters of them feel this way, and 81 percent of them even expect their favorite companies to declare publicly what they are doing to make the world a better place.” (Solomon, 2019, p. 34).
Textbook Name – Solomon, Michael R., Consumer Behavior: Buying, Having and Being (2019) 13th Edition