Erasmus School of
Economics
MSc Behavioural Economics
FEM11031 Branding
Assignment 2
Professor A. Barendregt
10-10-2022
Word count: 3.498
1
,Table of Contents
page
1. Successful brands – Traditional advertising
1.1 Jumbo 3
1.2 Red Bull 5
1.3 Kruidvat 6
1.4 KitKat 7
1.5 McDonalds 10
2. Integrated Marketing Communication plan KitKat 12
3. Successful brands – Non-traditional advertising
3.1 Rituals 14
3.2 Dopper 15
3.3 Gymshark 16
3.4 Dunkin’’ Donuts 17
3.5 GoPro 19
4. Integrated Marketing Communication plan Dunkin’ Donuts 20
5. Reference list 22
6. Appendix 26
2
, 1. Successful brands – Traditional advertising
In this chapter five successful brands that predominantly use traditional advertising will be
discussed followed by an assessment of their success the past years.
1.1 Jumbo
Jumbo is a Dutch supermarket chain. They
predominantly use traditional advertising to send
their message. An example is a well-known
recurring commercial with Max Verstappen, a
Dutch Grand Prix driver, who is used to indicate
that Jumbo has a fast and qualitative delivery
service. Furthermore, Jumbo uses a recurring sentence in all advertisements: “Hallo, Jumbo”
and uses a recurring actor: Frank Lammers. This way people get used to an association,
which is good for the brand. In Figure 1 it can be seen that the sales , market share, number
of stores and number of employees have increased over time. From Figure 2 and 3, we also
see that these increasing sales and market shares have kept on increasing over the past
years, which indicates success.
Figure 1. Statistics for Jumbo from 1996, 2010 and 2021.
3
Economics
MSc Behavioural Economics
FEM11031 Branding
Assignment 2
Professor A. Barendregt
10-10-2022
Word count: 3.498
1
,Table of Contents
page
1. Successful brands – Traditional advertising
1.1 Jumbo 3
1.2 Red Bull 5
1.3 Kruidvat 6
1.4 KitKat 7
1.5 McDonalds 10
2. Integrated Marketing Communication plan KitKat 12
3. Successful brands – Non-traditional advertising
3.1 Rituals 14
3.2 Dopper 15
3.3 Gymshark 16
3.4 Dunkin’’ Donuts 17
3.5 GoPro 19
4. Integrated Marketing Communication plan Dunkin’ Donuts 20
5. Reference list 22
6. Appendix 26
2
, 1. Successful brands – Traditional advertising
In this chapter five successful brands that predominantly use traditional advertising will be
discussed followed by an assessment of their success the past years.
1.1 Jumbo
Jumbo is a Dutch supermarket chain. They
predominantly use traditional advertising to send
their message. An example is a well-known
recurring commercial with Max Verstappen, a
Dutch Grand Prix driver, who is used to indicate
that Jumbo has a fast and qualitative delivery
service. Furthermore, Jumbo uses a recurring sentence in all advertisements: “Hallo, Jumbo”
and uses a recurring actor: Frank Lammers. This way people get used to an association,
which is good for the brand. In Figure 1 it can be seen that the sales , market share, number
of stores and number of employees have increased over time. From Figure 2 and 3, we also
see that these increasing sales and market shares have kept on increasing over the past
years, which indicates success.
Figure 1. Statistics for Jumbo from 1996, 2010 and 2021.
3
