Dunkin Donuts Marketing Plan Essay

Founded first as a restaurant c exclusivelyed Open Kettle, it was later renamed to Dunkin rings in 1950 by William Rosenberg and Stephen So in Quincy, Massachusetts. Dunkin Donuts has become most famous for its donuts all over the years, as well as their coffee. They have approximately 3,000 restaurants in the US and around the foundation, and sell 2.5 million donuts every day. Dunkin Donuts has evolved into one of Forbes magazine aggrandizement 10 Global Fast-Food Chains, and tops the lists of separate noted effort websites and magazines. Recently, Dunkin Donuts has changed the way they want customers to think about them by incorporating the tag gunstock America Runs On Dunkin, and adding new menu items, to their commercialiseing strategy. This tag bank note was introduced to revolve about on their coffee being a cheaper, down substructure alternative to the more expensive competitor, Starbucks. This tagline focuses on the fact that Dunkin Donuts is a broader swallow com p all and pull ins most of its profits from drinkings.Read more How or so words in a 10-minute speech.A.Market DescriptionWhile all of the victuals choices and beverage choices offered at Dunkin Donuts can appeal to any age, we feel its best to focus on college students at the University of Iowa right now. College students atomic number 18 cognize for pulling all-nighters to cram for their hardest midterm the next morning, or to write their 20-page interrogation paper the night before its overdue. Whats more openhearted than being able to get their cup of coffee, or favorite beverage to help stay awake than from Dunkin Donuts? an otherwise(prenominal) reason we want to focus on targeting college students is because they ar known to have unique schedules. They eat at odd times of the day, and are also looking for a play of collation aliments, rather than full meals, to satisfy their wants.There are currently no Dunkin Donut licenses on campus, solely there was one p recisely built in Coralville (neighboring town, 10 minute drive to the DD). This Dunkin Donuts unaccompanied has a smaller target commercialise, since it is not right in the college town and only students who have cars can travel to get their drinks and snacks. We want to integrate our franchise into one of the main buildings on campus to show students that purchasing our coffee is a interruptoption it is more affordable, easily rise to powerible and offers a draw of menu choices, something that competitors dont do as well today.B.Benefits and harvest FeaturesThe Iowa campus has offers more benefits of why Dunkin Donuts should open a store here. virtuoso of the learn benefits that Dunkin Donuts offers is the diverse set of menu offers. They have created an appealing menu for any time of year. For example, Dunkins coffee is served hot, frozen, or iced, every day of the year. some other key benefit that would help Dunkin Donuts be successful in Iowa city is the affordabili ty. Dunkin Donuts is known to have different promotions going on that makes their products cheaper, and plane when their promos arent happening, their coffee is still more affordable than Starbuckss coffee (also rigid on campus). Now I want to talk about some of Dunkin Donuts products.Product features are what sets your telephoner apart from another, and it is authorised to point out that Dunkin Donuts has a wide pattern of products. They serve hot, iced, frozen, and at home brewing products so that their products appeal to every oddball of customer. On the food side of products, there are both break prodigal sandwiches and bakehouse sandwiches, bakery cooked level-headeds, and even hash browns and oatmeal. Dunkin Donuts features many different products, which makes it a total place for any consumer to take their business.C.Product ReviewDunkin Donuts provides a wide regurgitate of beverages and food items on their menu. First off, their beverages range from hot beverages , to iced beverages, to frozen beverages, and even to at home brewing beverages. In the humid, hot summers in Iowa urban center, students get out be able to purchase their iced coffee or iced tea to sang-froid off before class. In the freezing cold winters, students can untoughened up by purchasing their large latte or heartily apple cider. If consumers in Iowa City are not coffee drinkers, they are able to opt to frozen coolattas in a variety of fruit flavors.Dunkin Donuts also offers a wide variety of bakery items and sandwiches on their menu. The bakery items are sure to capture any consumers taste cravings by offer their famous donuts, bagels, muffins, hash browns, and more. The sandwiches on the menu can be for eat, or lunch sandwiches. On the sandwiches, you can choose if you want your meat to be bacon, sausage, ham, Angus steak, or turkey sausage. They are served on any type of bakery item included on their menu. This shows there are so many options for sandwiches, and even ranging to a few vegan sandwiches with just eggs or spinach. As for lunch sandwiches, you can choose from ham, turkey, grilled cheese, chicken salad, chicken, and tunny salad. This proves that Dunkin Donuts will satisfy any college students food craving by appealing to everyones appetite and drink needs.D.Competitive ReviewOn campus, competition is fierce for student business. The biggest competition in Iowa City is Starbucks. Starbucks appeals to students in the heavens because of their well-known, national place name. They wish well to appeal to consumers by offering a premium blend of coffees, as well as smoothies, teas, and bakery items. Also, Starbucks is a known hotspot with free wireless Internet, which tends to bring in the typical college student looking for a place to study. On the other hand, Iowa City is well known for their local anesthetic coffee shops. One of these topically owned competitors is The Java House. The Java House sucks older customers rather th an students, alone a safe amount of students still take their business there.They are similar to any other coffee shop, offering different blends of coffees, as well as bakery items to eat. The Java House is known for their artistic creation and interesting atmosphere in their shops, which makes it stand out to a drawstring club. Two other local coffee shops are TSpoons and Capanna. They both attract a fair amount of students as well. Both of these shops offer students a refuge to study instead of going to the library and a good cup of joe, along with a quick snack. A last signifier of competition Dunkin Donuts would be competing with in Iowa City would be other fast food restaurants. Places like The Pita Pit, Jimmy Johns, and Which Wich all offer breakfast and lunch sandwiches for on the go college students. Jimmy Johns puss phrase is Freaky Fast, for example. When it comes to coffee and sandwiches, Iowa City has a good amount of competition in the area forDunkin Donuts to c ompete with.III.SWOT AnalysisA.StrengthsDunkin Donuts has many capabilitys in the way that they market their food and drinks. First, Dunkin Donuts has a wide variety of items for customers choose from. Not every coffee shop in the area has their range of drinks on their menu, as well as the amount of breakfast sandwiches and famous donuts on their menu. This aspect of Dunkin Donuts is a definite internal strength to help the ships company reach their objectives. Another strength Dunkin Donuts has is that they are a major global company. They have franchises in numerous other countries other than the United States, and most people around the world know the companys name.This strength also helps the company be able to market on the television and signs on the street, which is a major advantage from competitors. Another strength is that there is strong brand loyalty within their customers. notwithstanding like their biggest competitor, Starbucks, Dunkin Donuts has customers who love their service and products so much that they refuse to go elsewhere for their cup of coffee in the morning or snack in the afternoon. This sense of loyalty is what Dunkin Donuts has accomplished over the years and is a major marketing strength.B.WeaknessDunkin Donuts has a few internal weaknesses that have interfered with the companys ability to reach their objectives. First they have not substantial into emerging economies. Introducing their franchises into emerging economies could make the company more profitable than they already are. A second weakness Dunkin Donuts has is express mail market share outgrowth due to ontogenesisd competition from other sales in the diligence. This limited market share growth shows that Dunkin Donuts is very competitive with others in the industry and is not growing their revenues as fast as others in the industry. One last weakness facing Dunkin Donuts is the struggles withfranchise owners in different move of the world. There have been nume rous instances where Dunkin Donuts franchise owners have been sued by the company because of disagreements. These fights make the company look dysfunctional internally, and take their focus and dollars outside from their customers.C.OpportunityDunkin Donuts has many opportunities to make their company even more successful than it already is. One major opportunity Dunkin Donuts could do is introduce low gram calorie snacks to their menu. In youthful years, consumers have started to feel the need to eat better and not eat at fast food restaurants as practically as in past years. If Dunkin Donuts introduced a healthier side to their menu, they could gain many more customers.Another opportunity is to increase their market to newer countries and economies. The world is growing exponentially right now and a great imagination to create more revenue would be to open franchises in these new, uprise countries. Another opportunity in todays market to increase customers is to start using e ffective online marketing strategies. Life today is all about the cyber world, and almost every country around the world has access to the Internet or computers. As effective as television commercials and advertisements on billboards are, Dunkin Donuts could further their marketing plans by extending advertisements to cyber space.D.ThreatsIn every market, there are outer threats in the world that companies cannot control. One of the largest threats in the fast food world is the threat of customers moving to healthier ways of eating. The world has last realized that greasy fries and sugary drinks are not going to keep you healthy. Dunkin Donuts has a fair amount of healthier options on their menu, but the majority of products are greasy, sugary, and calorie filled treats. If Dunkin Donuts realizes this threat, they could change their menu for the better to attract the health conscious customer. Another threat for this company is the recent increase in raw materials.Pricing is very important in a company, and with this increase in materials, the company has had to increase prices. This is not Dunkin Donuts fault, but customers may see it in that way. Another wide threat is the constant competition from other cafes and local joints. In the Iowa City area, specifically, the number of local coffee shops outnumbers the large chain shops. Many consumers like the thought that they arent giving all their money to large franchises and pick to take their business to the locally owned spots. If Dunkin Donuts finds ways to decrease these external threats, they could make their company even more successful than it already is.Strengths entire range of products for consumers to choose fromGlobal companyStrong customer brand loyaltyOpportunitiesIntroduction of lower calorie menuExpand market to new countries and emerging economiesUse of effective online marketing strategiesWeaknessesHave not developed into emerging economiesLimited market share growth due to competitionFig hts/suits with franchise ownersThreatsTrend of people eating healthier accession in prices of raw materials makes menu prices higher Constant competition from local coffee and caf joints