The social classes for consumer analysis are upper Americans (14%), middle class (32%), working class (38%) and lower Americans (16%). The target market of Dunkin donuts are people who have a culture of drinking tea or coffee especially during the winter. Dunkin' Donuts: Time to Make a Change 1. On the basis of age, the marketing plan will be targeting people between the ages of 16 to 40. America is a busy country and Dunkin Donuts coffee is what you drink when you are on the go, so consumer will go to buy Dunkin Donuts coffee when they rush their time to work or else. 2016. American teenage population has been gaining affluence and fluctuating in size” (Peter, J.P., et al 1999, pg304). Through about Maslow’s theory, Dunkin Donuts coffee is belong to physiological needs. Grasping an idea on where to set up shop and who to target as their main target market helped this company extremely throughout the years. All of them are viewed together since they are highly interdependent and together represent forces that influence how the consumer will react to the object (Lars Perner 2010). The target market analysis revealed the gaps that Dunkin’ Donuts will be filling, that is, to grab the market where no other rivals have yet explored and where the demand for coffee will be high. But they still use their original proprietary coffee blend recipe established by its founder (Franchise Update Media Group 2010). Dunkin Donuts coffee will be flourishing in teen market because price of them very cheap but high quality. Demographic Segmentation: Their salaries range from $40,000 to $100,000 annually. Hence, all of American social class can consume. Table 1 is showing about Marketing Mix of Dunkin Donuts coffee in America. Looking for a flexible role? Dunkin Donuts has marketed itself as selling coffee for people on the go and their slogan is “America runs on Dunkin”. Therefore, with the introduction of our new beverage flavours and snacks line, my target market will be quiet content to spend money for beverage and snacks that gets them prepared for their daily tasks at a reasonable price. Finally, consumer will decide whether Dunkin Donuts coffee their purchased is everything it was cracked up to be. It is because they use 100% Arabica coffee beans and has its own coffee specifications, which are recognized by the industry as a superior grade of coffee however Dunkin Donuts coffee still is less expenses for consumer (Alex Compton 2007). By 1965, 100 shops were opened. After that, consumer will start to analysis the product is good or not. Reference groups influence product and brand purchases, particularly when the consumption is conspicuous in nature. Whoever takes the donuts can post on Instagram with hashtag #DDsharkweek. Dunkin Donuts adopted marketing strategies in four main areas, namely product, price, promotion, and place in America market. Positioning my Donkin Donut products will require an understanding of what consumers require in relation to product needs and satisfaction. Dunkin’ Donuts target market in Bangladesh is ranging the 25% of overall population along with the expats (consisting the of job market) and the tourists. In consumption, they got entitlement to choose anything they want or need. In Asia countries when people heard about Dunkin Donuts, they just know Dunkin Donuts is selling donuts. Marketing and Advertising. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. It is because in their first image Dunkin Donuts is selling donuts, so they will not want to consume. They are coffee enthusiasts, mainly people on the go, and some families. Working Americans are “family folk” depending heavily on relatives for economic and emotional support (Peter, J.P., et al 1999, pg318). Dunkin Donuts not only have different type of coffee, they also have different type of donuts, fancies, munchkins and sticks. They use high quality of their coffee and they have many choice can let their customer to choose. Marketing Mix of Dunkin Donuts analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Dunkin Donuts marketing strategy. Dunkin donuts target market & demographic segmentation is quite a rare and popular topic for writing an essay, but it certainly is in our … No plagiarism, guaranteed! Therefore, most of people can consume it. Culture and consumer behaviour: culture as it relates to consumer behaviour refers to the basic attitude of people in a certain nationality where an individual live. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. A market analysis of Dunkin Donuts. As usual, there is plenty of outdoor and window signage to grab the attention of passersby. The first Dunkin’ Donuts franchise opened in 1955. Retrieved from: http://www.yourarticlelibrary.com/consumers/3-external-factors-that-influences-consumer-behavior/12908/. In promotion, they offer a holiday coupon in the month of December and they have their own logo and slogan. Dunkin Donuts unveiled “Dunkin Run”, an interactive Website and iPhone application the chain and it will enable customers to solicit and place Dunkin’ Donuts group orders in just a few clicks with unprecedented ease, speed, accuracy and fun. Dunkin’ Donuts was the self-proclaimed #1 retailer of donuts in America. The price of Dunkin Donuts coffee is less expensive pastry and beverage offerings are made to attract a fast on the move crowd (MightyStudents.com 2010). VAT Registration No: 842417633. BlogSpot.com. They choose this advertising because it is large advertisement areas, novelty interest, high mobility and it can available for corporate hire (Bus Advertising 2006). The target market demographics is: Young adults who are between 18-45 years old. Dunkin’ is a multinational company that sells coffee and donuts. It is because they need to generate increased consumption their coffee. Dunkin Donuts will through different ways to promote their coffee such as billboards, television adverts, magazines, sides of bus and the others. Throughout Dunkin Donuts Company’s planning, they always keep the customer’s interests in mind. Starbucks is the largest competitor for Dunkin Donuts in the beverage business. In price, Dunkin Donuts is less expenses and their customer base is middle class people. Dunkin’ is a multinational company that sells coffee and donuts. True to its in-store mission, Dunkin' sure is turning out this transformation quickly, and we like their long-term chances. Today, this philosophy still holds true and it is the foundation that has enabled Dunkin’ Donuts to grow into America’s favorite everyday, all-day stop for coffee and baked goods (Dunkin’ Donuts 2009). Interpretation is Dunkin Donuts coffee’s message which to attention the attracted and further analyses in terms of categories of meaning stored in memory (Lombard, A. Besides that, Dunkin Donuts coffee has a reputation for brewing high quality coffee. I am going to start with a commercial featuring British-born Filipino celebrity Derek Ramsay.. A major group of customers of Dunkin Donuts are the college or school-going teenagers. Consumer will easy pay attention for this advertisement because this advertisement is colourful and quite especial, then they will want know what is the mean about the “America Runs on Dunkin”. It is because this brand calls Dunkin Donuts and the donuts word will let them link to this beverage food main product is donuts not the coffee. Let us start the Dunkin Donuts Marketing Mix: Dunkin Donuts products are moderately priced and kept close to competition, as the company w… Diagram 2 is showing about the nature of perception. For example, Dunkin Large Chai Tea Latte is sold for $3.75 as against $4.84 sold by Starbucks. Dunkin' Donuts: Time to Make a Change 1. The most important of all from a marketing viewpoint is whether the consumer will buy the selected brand again on a later purchase occasion (Baker, M.J. 1999, -). It is the donuts word will let them link to this beverage food main product is donuts not the coffee. Retrieved from: https://www.dunkindonuts.com/dunkindonuts/en/coffee/didyouknow.html. This company is not successful by chance, luck, or by some powerful miracle. We can have a community of strong coffee lovers’ community. 12 January 2017. Company Registration No: 4964706. Another important threat is security, there is heightened tension in places where people are gathered, therefore, Dunkin Donut will have a good presence of security personnel to ensure the safety of every customer. In addition, the advertising and another consumer comment, it can reinforce the Dunkin Donuts coffee image. In Asia countries, when people heard about Dunkin Donuts, they just know Dunkin Donuts is selling donuts. 2007). With over 70 million donuts consumed last year and its status as the 5th largest seller of ground coffee, Dunkin’ Donuts is a veritable behemoth of the food and beverage industry. After that, consumer will remember Dunkin Donuts coffee in their mind. In these 69 years, the brand has produces over hindered different varieties of donuts. The environmental forces affecting Dunkin Donuts are: Socio-Cultural- Due to the numerous cultures present in Dunkin' Donuts' target market, the company as a whole must be in continuous change in order to keep up with its consumers. Now Dunkin’s Donut offers a wide range of coffee or coffee related beverages, baked goods and an expanding all day Oven Toasted menu. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. What this means is that these forces are external to the consumer. In global, many country people such as Asian will not consume on Dunkin Donuts. It is because they marketing strategy are similar and all of them are attach importance to their service attitude and speed. The logo of Dunkin Donuts is pink and orange colour and these colour is memorable everywhere and also has a small cup of hot coffee (CBS Interactive 2010). Dunkin Donuts key market segments are student, worker, kids and families. Strategy.com. 3 External Factors that Influences Consumer Behavior. A platform will be created for consumers to share their experiences, favourite Dunkin confectionary or beverage with Dunkin representative monitoring interactions and offering freebies, birthday shout outs and get well messages as they are shared on the platform. America has an advanced industrial economy that is highly mechanized and the gross national product is the largest in the world. They are capable of influencing buying patterns of individuals. They frequently refer to their mission statement which is increase customer satisfaction and loyalty by providing the fastest and most accurate service, the freshest products in the friendliest and cleanest environment. This action is mating about Dunkin Donuts slogan and promotes their coffee, then can strengthen consumer impression. Take for instance Dunkin has a loyalty program popular among young people where customers purchase one of Dunkin gift cards and you receive perk points. VAT Registration No: 842417633. Targeting. Donkin Donut is considered after Starbucks. The target market for my Dunkin Donuts are teens and working class people within the middle age bracket who are always on a tight schedule running to catch the bus, train or even drive to work/school. However, this campaign will not use psychographic segmentation approaches as it is not applicable to this particular Dunkin Donuts’ product. New products will be introduced and developed to reflect our encouragement of healthy eating choices, roll out of new flavoured beverages and hot tea for our target market and seasons special beverages will be introduced. No plagiarism, guaranteed! Being relevant to the local consumers is a key to global success of a product. Recently Dunkin Donuts has been targeting the market of affluent women and professionals. It is because it’s easy, filling and convenient. They recently introduced a stronger brew of coffee for their customers that like very strong coffee flavor. Dunkin Donuts coffee is what you drink when you are on the go, so they can save many times to do another things. Consumer attitudes are composite of a consumer’s beliefs, feeling and behavioral intentions toward some object. They target young people who are used to visiting Dunkin Donat’s and now they go a little older and visit there rarely. 1.2 Description of Products & Key Benefits It’s a famous brand for all the coffee and donut lovers around the world. The main reason for its sharp success in all these years is the quality of the bakery. Therefore, they can get the energy from Dunkin Donuts coffee and carry on their activity. They brand has to connect to the target consumers, which is something that benefited Dunkin’ Donuts very well. 3.1 Needs and Wants … Looking for great coffee, breakfast, and espresso options? In this advertisement have a person who wear Dunkin Donuts coffee cup and run on the ways. Dunkin’ Donuts decided to change its name to Dunkin’. View menu items, join DDPerks, locate stores, discover career opportunities and more. The target market of Dunkin donuts are people who have a culture of drinking tea or coffee especially during the winter. Target Audience: The brand needed to connect with a younger audience whose media consumption was fragmented, engage consumers in a way that encouraged store visitation, and most importantly, drive sales. 12 January 2017. But we need to find out their real target markets here. When consumer rush the time go to work, then they remind Dunkin Donuts coffee and go to buy it. In 2011, Dunkin' Brands became listed on the NASDAQ Global Select Market under the acronym ‘DNKN’. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. In beverage industry, Dunkin Donuts coffee will face many competitors and their largest competitor is Starbucks coffee. Their target market is working people of all ages who are looking for a pay as you go experience. Dunkin Donuts coffee is the most popular coffee franchise in America and helps to support this habit by serving nearly 1 billion cups coffee each year (Natural Bias 2009). Consumer behavior looks at the many reasons why people buy things and later dispose of them. Dunkin’ Donuts target market in Bangladesh is ranging the 25% of overall population along with the expats (consisting the of job market) and the tourists. To encourage consumers to stay warm especially during the winter season Dunkin has introduced a new menu which incorporates incredible espresso drinks that are low in calories as well as the introduction of a stronger brew of coffee customers that like very strong coffee flavor. Info: 3399 words (14 pages) Essay However, once inside the stores, there are also aesthetically pleasing product displays as well as table tents and other print signage. Info: 1799 words (7 pages) Essay Basically, this consumer behaviour can help Dunkin create a community of Dunkin consumers with non members’ eager to join and take advantage of the opportunities offered. When people rush the time go to work but hungry, they will go to Dunkin Donuts because Dunkin Donuts easy take away and replenishing the energy of them. Through consumer research, Dunkin Donut can identify specific consumers who fall within our target market group and offer them specific products in line with the prevailing consumer need. Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation. 2009). In beverage, consumers have many choices to choose which one coffee brand they want. Through their app you can see all their special promotions, you can receive double points if you shop in their stores between specified hours or if you purchase a coffee with a bagel. Target Definition The target for Dunkin’ Munchkins will include young people as well as middle-aged individuals with families. Teenager also the limited budget and Dunkin Donuts is less expensive then they got the consume power. Dunkin Donuts is LEED certified restaurant and their stores is limited seating. The original Dunkin’s Donuts was a single cup of coffee with a donut. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. Dunkin Donut will display its health department grade A classification on its window so that consumers are aware that Donkin Donut serves the best beverage. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. We're here to answer any questions you have about our services. Hence, product and service image is very important for Dunkin Donuts in their business. What this means is that my category of consumers are ones who expect that their product purchase offers them the expected satisfaction and they are willing to spend reasonable amount in getting them. Hence, Dunkin Donuts franchiser boats high brand awareness and it ranked the first in customer loyalty in the coffee category in the “Brand Keys Customer Loyalty Engagement Index” (AllBusiness 2009). This is why Starbucks can be leading the world in the America fast coffee market. All work is written to order. Plus purchase behaviors such as basket size, shopping trip time, and brand affinity Registered Data Controller No: Z1821391. In promoting healthy eating choices, green and vegetable menus are being pushed to our target market. In America, Dunkin Donuts consumption object type is office worker and normal worker. Our academic experts are ready and waiting to assist with any writing project you may have. which have helped the brand grow. Dunkin Donuts coffee is what people drink on the way to work while on the car or on the subway (MightyStudents.com 2010). They will use different method to measure the value of the product with other same type product. Dunkin’s Donut is America’s favorite food and all-day stop for coffee and baked goods. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. We will therefore be using this social class identification to segment my target market. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. When consumer needs to buy something, they will do something information search and make automatic purchase decisions. John Thomas School of Discovery’s first Grandparents Day celebration was Nov. 5. I am going to start with a commercial featuring British-born Filipino celebrity Derek Ramsay.. Study for free with our range of university lectures! This new item suggestion which is our remarkable offering will incorporate our plate of mixed green vegetable menus. For example, Dunkin’ Donuts target client is who fall between the 18-45 age category earn between $30,000 to $70,000 yearly therefore, we will have added value services for consumers who can pay more. Some Free Food Service Strategic Consulting . It also is high quality but low cost of pastry and beverage offering are made to attract a fast on the crowd (MightyStudents.com 2010). Customer analysis in the Marketing strategy of Dunkin Donuts – Customers of Dunkin Donuts are the millennial and middle age group customers who are interested in eating in joints or fast food restaurants. Americans like thing that are fast and easy, requiring minimal personal or economic sacrifice, regardless of whether they buy it at supermarket or fast food franchise (The Kerr Center, 2010). Our academic experts are ready and waiting to assist with any writing project you may have. December 9 2016. But expect Asia country, they will know the Dunkin Donuts main product is coffee. The gift card is free there is no fee to join the program when you reach 200 points you can select a free beverage any size of your choosing. Chan, S., February 2016. Shop for dunkin donuts coffee online at Target. Basically, the product Munchkins appeals more to young people as well as children. It is why Dunkin Donuts have their own graphic logo and their shows a tall coffee cup and hot pink and orange colour company name. Marketing Mix of Dunkin Donuts analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Dunkin Donuts marketing strategy. This philosophy enabled Dunkin Donuts coffee to grow into America’s favorite everyday and all day stop for coffee and baked good. They also identifying designated areas within the restaurant for storage/collection of recyclable materials. Free resources to assist you with your university studies! Since the local shops are almost 100% franchised, the owners and operators are local people, ensuring that they can immediately connect with the local communities. See Dunkin Donuts consumer demographics such as age, income, education and … The moves follows the launch … The company had over 12,400 stores in 43 countries. All work is written to order. DUNKIN’ DONUTS MARKETING PLAN 10 benefit future generations. This group will cater for consumers who love the traditional coffee taste. Once that has been established, Dunkin will work towards rolling out new confectionaries and beverages for our target market. America is a busy country, so for the most part they want their food to be quick, convenient and cheap. August 2016. Dunkin donuts. Advertising is a method which will be use by all of business because advertising will easy let consumer to remember their product. The customer service also will receive any suggestion from their customer and get the new idea to strengthen their business. Dunkin Donuts- Marketing Strategies and interesting reasons behind its marvelous success _____-Versatility has forever been a companion of Dunkin Donuts throughout its journey. In conclusion, the external factors identified for Donkin Donut can provide a platform for targeted consumer satisfaction which will provide Donkin an opportunity to deal with every client exceptionally because at the end of the day, we need every visit to the Dunkin Donut store to be a ”wow” experience. This gives them an edge over other foreign-owned brands. Dunkin Donuts and their coffee are symbolic value for consumer and they will attempt to preserve or enhance Dunkin Donuts coffee. Good study: Consumer behaviour of young people. Dunkin’ Donuts is an industry leader of the quick-service restaurant (or QSR) concept. Marketing. Dunkin’s Donut is America’s favorite food and all-day stop for coffee and baked goods. Dunkin’ Donuts then started introducing innovations and changes in the menu after it reached the 100-store milestone. They more than meet its own economic needs and is the world’s leading exporter of food. As a conclusion, with the launching of Starbucks, they are opening a new window towards a better future for their customer and also the company. In addition, their internal compass points toward their core values of honesty, transparency, humility, integrity, respect, fairness and responsibility (DD IP Holder LLC 2010). Dunkin’ Donuts Target Market: the blue color middle class working American, both males and females, ranging in age from 18-45. Opportunities: The opportunity that will be used to drive Dunkin Donut is its reference groups/people classification which will be used to position Dunkin Donut because we will aim to create a community of Dunkin Donut customers through the development of our app and rewards programmes. In order to suitable this culture, Dunkin Donuts coffee given their customer many choice in their menu. Like their slogan says, “America runs on Dunkin”. We have a number of confectionaries that consumers can choose from. Vegetables for the new plate of mixed greens menu will be sourced straightforwardly from the homestead in this way guaranteeing they are new and firm. Targeting audiences’ age range is 18-60 where the income is between the ranges of ($1200-$1500) per month. Social class: Social class as an important determinant of consumer behaviour as it affects consumption patterns, lifestyle, media patterns, activities and interests of consumers refers to how income differences affects an individual consumer choices and behaviours. Consumer behaviour is affected by reference group in the sense that consumers use reference points for learning attitudes, behaviour, and adapt these in their life. Despite being known for their famous donuts; coffee lovers are also a major target audience for the company and even though the current market would not generally think of Dunkin Donut’s as their first stop for coffee it is a market that the company can tap into and return back to their heroics when they sold more coffee than Starbucks in 2009 (Hill, 2011). When consumer see people running, they will quickly association Dunkin Donuts slogan then they will got desire need to drink the coffee and go to buy. Last year, the company generated $300 million in coffee sales alone as it moves to target a younger, digitally-centric generation . The environmental forces affecting Dunkin Donuts are: Socio-Cultural- Due to the numerous cultures present in Dunkin' Donuts' target market, the company as a whole must be in continuous change in order to keep up with its consumers. Market Segmentation. Dunkin’ Donuts executes its traditional pull marketing strategy well with various techniques. Consumer still will choose Dunkin Donuts coffee because they have good service for their customer. Choose from contactless Same Day Delivery, Drive Up and more. LEED features are energy-efficient insulated concrete foam walls to reduce air conditioning, energy-efficient lighting, including motion sensors for restrooms and offices. Dunkin Donuts Lecturer: Table of Contents Executive summary 4 PART Current Strategy) 5 1 Company Analysis 5 2 Mission & Goals 5 1.3 Core Competencies 6 1.4 Product Portfolio 6 1.5 Strengths & Weaknesses 6 1.6 Marketing External Environment (P.E.S.T.) T he downtown arena even bears its name, The Dunkin’ Donuts Center, where this blogger once saw U2 (don’t judge, it was a long time ago!). Dunkin Donuts is positioning itself as a brand of choice nationally and internationally. They prefer like to drink tea, Nescafe, Milo and others. It is a leading retailer of hot and iced regular coffee by the cup in America and it also the largest coffee and baked goods chain in the world. Another external influence that will be used to position Dunkin Donut is the Threats which presents itself in form of health and safety department regulation and control of foods for consumption. The company targets many segments in reality like the other fast-food companies. The article elaborates the pricing, advertising & distribution strategies used by the company. Dunkin’ Donuts Competitive Analysis Essay Sample. America is a coffee culture and American need drink coffee every morning before they start their work. Realizing what client needs are and what is expected to make enhanced and achievement items: Through research, as identified in my earlier work, we have recognized that consumers require choices in confectionaries and a collection of drinks when they stroll into any Dunkin Donut shop. On the other hand, the often situation, condition, environment or the surrounding of the consumer have an effect on its attention of certain stimuli. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! Looking for a flexible role? So, after discussing SWOT analysis of Dunkin’, I want to move on to talking about their target segments.. On the other hand, Dunkin Donuts coffee has used their consumer information to determine the market trend and new ways to grow their company. View Jaclyn Dix’s full profile. Market Segmentation. Nowadays in America, teenager’s parent is busy in their work and they not more extra time to prepare home-cooking meal for them. For example, a cup of Chai tea latte can come with added flavour or topping at extra cost for the consumer who can afford it. 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Their salaries range from $ 40,000 to $ 100,000 annually marketing strategies and interesting reasons behind its success. And vegetable menus are being pushed to our target market of Dunkin Donuts are people who have service... In size ” ( Peter, J.P., et al 1999, pg304.... ( 7 pages ) essay Published: 25th may 2017 in marketing to choose which one brand. Not end when a purchase has been targeting the market of affluent women professionals! Coffee is what you drink when you are on the go, so they think. They always keep the customer ’ s Donut is America ’ s Donut is America ’ s beliefs, and...