Happy Donuts Thinking Globally, Acting Locally Retail Marketing Research Event

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Happy DonutsThinking Globally, Acting
Locally!Retail Marketing Research Event

• Lauren Surek and Mandi deSouza
• Sumner High School
• Washington DECA

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Description of Business

• Happy Donuts is a small bakery in downtown
  Puyallup, WA
• Founded in November of 1992 by Coye and Sey-Po
  Ung
• Products include
• Donuts and scones
• Espresso
• Assortment of beverages

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Description of the Community

• Demographic Factors
• Population of 36,790
• 12,780 households
• Prominent age group, 25-44, 30.8
• Smallest age group65, 10.9

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Description of the Community

• Demographic Factors
• Seven notable race and ethnicity groups
• Prominent ethnicity is Caucasian, with 84
• The second largest ethnicity is Hispanic, with
  4.5

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Research Methods

• Ethnography Study of Customers and Employees
• Sat in lobby 930 AM-330 PM for five consecutive
  Sundays
• Studying customer and employee behavior
• Recording any behavior that was not eco-friendly

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Research Methods

• Follow-up Data Collecting

• After noticing harmful behaviors, we used graphs
  to record the number of
• Potential ceramic mug users
• Number of cardboard packaging boxes being used
• Weight of garbages
• Number of light bulbs being used

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Research Methods

• Interview with Owner
• Sey-Po Ung
• October 21st, 2007
• Customer Surveys
• To analyze the customers attitudes toward
  possible green alternatives
• 13 Questions
• 37 respondents

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Findings and Conclusions

• Problem Area 1 Happy Donuts is using cardboard
  boxes and cups made from harmful resource
  absorbing materials.
• Cardboard boxes are not made from recycled boxes
• Average of 77 boxes are used to package donuts on
  Sundays
• Paper cups Happy Donuts uses are lined with
  harmful petrochemical lining.

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Findings and Conclusions

• Problem Area 2 Happy Donuts is generating an
  excessive amount of preventable waste.
• On Sundays, an average of 38.2 pounds of waste is
  being generated
• No recycle bin
• Ceramic mugs are not being used by dine-in
  customers
• An average of 33.8 people are not utilizing mugs
  each Sunday

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Findings and Conclusions

• Problem Area 3 Happy Donuts is consuming a large
  quantity of unnecessary energy.
• Bathroom lights and appliances are continually
  left on
• Happy Donuts uses 113 light bulbs, none are
  energy conserving

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Proposed Alternatives

• Alternatives for Problem Area 1 (Cardboard boxes
  and cups made from harmful resource absorbing
  materials)
• Use cardboard boxes made from 100 recycled boxes
• Implement Tullys new International Papers
  Ecotainer Hot Cup
• Lined with bioplastic rather than a petrochemical
• Only commercially available 100 compostable
  container

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Proposed Alternatives

• Alternatives for Problem Area 2 (Excessive amount
  of preventable waste)
• Place a recycle bin in the lobby
• Have dine-in customers use the ceramic mugs
  instead of disposable cups

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Proposed Alternatives

• Alternatives for Problem Area 3 (Unnecessary
  energy)
• Turn off bathroom lights and appliances when not
  in use
• Convert the 113 lights to energy-efficient
  Compact Fluorescent Lights
• Uses 1/3 of the energy
• Lasts up to 10 times longer
• 56.5 tons of carbon dioxide would not be released
  into environment

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Goal and Objectives for Proposed Green Marketing
Campaign

• Overall Goal
• Lessen the adverse environmental impact of Happy
  Donuts
• To get customers and employees to utilize these
  eco-friendly habits

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Proposed Green Marketing Campaign

• Marketing slogan
• Happy DonutsThinking Globally, Acting
  Locally!
• Unify each marketing activity
• The customer will easily associate Happy Donuts
  with the green market

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Proposed Green Marketing Campaign

• Personal Selling
• Orientation for employees which will train them
  to
• Participate in each green alternative
• Adopt an environmentally friendly attitude
• Save energy by turning off appliances at closing
• Check that the bathroom lights are off when
  customers are not using them

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Proposed Green Marketing Campaign

• Publicity
• Press Release
• To the The Puyallup Herald
• Reaches 25,500 homes
• To the Tacoma News Tribune
• Reaches 116,150 homes
• Inform public about Happy Donuts eco-friendly
  changes
• Title will be the slogan

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Proposed Green Marketing Campaign

• Advertising
• A-board
• Professional and permanent installment
• Visible to each entering customer
• States new environmental habits
• Slogan will be the title

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Proposed Green Marketing Campaign

• Advertising
• Sticker labels on cardboard packaging boxes
• Will be sent out into community
• Sales Promotion
• 5 discount on total purchase when you use a
  ceramic mug
• Encourage dine-in customers to use the ceramic
  mugs

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Thank you for your time. Do you have any
questions?