QUESTION 4. PERSONAS & VALUE PROP

For me, understanding your customer is the most important part of any advertising program: If you don't know what your target cares about you can't possibly make your advertising meaningful to that person. To help you get a clear picture of a person, not a target, I taught you how to create personas.

This is a two-part question:

Part I: Write up persona for the core customer of Dunkin Donuts.Keep in mind their tagline "America runs on Dunkin". As we discussed in class, Dunkin sees themselves as a coffee brand, so the most important characteristic of the product is caffeine.

Part II: Identify the key value proposition of Dunkin for your target.Remember, the definition of a value proposition is the most important reason your target will buy your product. This is NOT a functional reason, such as it's easy or fast or cheap. Your value prop must capture the emotional core of the product and explain why your target should care about the brand.