VAT Registration No: 842417633. In 2011, Dunkin' Brands became listed on the NASDAQ Global Select Market under the acronym ‘DNKN’. 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. 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. They choose this advertising because it is large advertisement areas, novelty interest, high mobility and it can available for corporate hire (Bus Advertising 2006). It introduced the donut hole treats called Munchkins® in 1972. Therefore, Dunkin Donuts coffee in America will face many competitors such as McDonald, Starbucks and the other. After that, consumer will remember Dunkin Donuts coffee in their mind. Dunkin donuts target market & demographic segmentation is quite a rare and popular topic for writing an essay, but it certainly is in our … Marketing. Marketing and Advertising. In consumption, they got entitlement to choose anything they want or need. 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. 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! External forces of consumer behavior identified are not individualistic but rather are forces outside of the consumer. Registered Data Controller No: Z1821391. The customer service also will receive any suggestion from their customer and get the new idea to strengthen their business. Characteristics of target consumer for Dunkin Donuts coffee have three characteristics and it is age 18-25 years old, age 25 years old above and family. Looking for a flexible role? These two colour are energetic, dynamic and fast, consumer will easy pay attention in their coffee when consumer see these two colour (Logo Design Works 2010). The Dunkin donuts target market & demographic segmentation is one of the most popular assignments among students' documents. We will therefore be using this social class identification to segment my target market. But expect Asia country, they will know the Dunkin Donuts main product is coffee. Dunkin Donuts will through different ways to promote their coffee such as billboards, television adverts, magazines, sides of bus and the others. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. This analysis will be used through the following: Strength:  The strength of Dunkin Donut lies in the culture and consumer behaviour of the target customers. 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). 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. We can have a community of strong coffee lovers’ community. This philosophy enabled Dunkin Donuts coffee to grow into America’s favorite everyday and all day stop for coffee and baked good. John Thomas School of Discovery’s first Grandparents Day celebration was Nov. 5. Dunkin Donuts coffee is what people drink on the way to work while on the car or on the subway (MightyStudents.com 2010). Dunkin’ Donuts. Dunkin donuts. After that, consumer will start to analysis the product is good or not. It is leading retailer of hot and iced regular coffee by the cup in America and the largest coffee and baked goods chain in the world (Dunkin’ Donuts 2009). Published: 7th Sep 2017 in No plagiarism, guaranteed! In America, Dunkin Donuts consumption object type is office worker and normal worker. For example, Dunkin Donuts use the bus advertising to promote their coffee. 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. Originated in the USA, this company now is operating over 46 countries with 12,400 shops. Their other promotion method: television, newspaper, website, and the others. 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. In the motivation theory, we can use Abraham Maslow’s Hierarchy for Dunkin Donuts coffee because this theory is driven by the existence of unsatisfied needs. It is because in their first image Dunkin Donuts is selling donuts, so they will not want to consume. Do you have a 2:1 degree or higher? Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. Dunkin’ Donuts coffee is well-known for their advertising and become popular culture references (WorldLingo Translations LLC 2010). 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). Looking for a flexible role? Donkin Donut is considered after Starbucks. Diagram 2 is showing about the nature of perception. Dunkin Donuts coffee will be flourishing in teen market because price of them very cheap but high quality. It is because they want going to do it in a way that is environmentally friendly for the people who live and work in America (DD IP Holder LLC 2010). Therefore, consumer got many different choices to choose when they need to consumption in Dunkin Donuts. Let us start the Dunkin Donuts Marketing Mix: Dunkin Donuts products are moderately priced and kept close to competition, as the company w… Dunkin Donuts key market segments are student, worker, kids and families. December 9 2016. Also, as Dunkin’ Donuts becomes innovative, it will be target the market with related segments of customers who prefer to be served in an innovative way, that through online purchasing, rather than the traditional way. 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. Consumer’s buying is influenced by four major psychological factors that are perception, learning, motivation and attitudes. 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. A major group of customers of Dunkin Donuts are the college or school-going teenagers. Dunkin Donuts- Marketing Strategies and interesting reasons behind its marvelous success _____-Versatility has forever been a companion of Dunkin Donuts throughout its journey. Weakness: One identified external weakness of Dunkin Donut is its positioning in the minds of consumers. 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). It operates as a quick service restaurant franchiser in the coffee, bakery and ice-cream segments in the America and internationally (Bloomberg L.P 2010). *You can also browse our support articles here >, http://goodstudy110.blogspot.com/2010/10/consumer-behavior-of-young-people.html, http://www.yourarticlelibrary.com/consumers/3-external-factors-that-influences-consumer-behavior/12908/. 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 … 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, -). Dunkin’s Donut is America’s favorite food and all-day stop for coffee and baked goods. Dunkin’ Donuts was the self-proclaimed #1 retailer of donuts in America. 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. Dunkin’ Donuts then started introducing innovations and changes in the menu after it reached the 100-store milestone. If you need assistance with writing your essay, our professional essay writing service is here to help! We have a number of confectionaries that consumers can choose from. Dunkin’ Donuts Competitive Analysis Essay Sample. DUNKIN’ DONUTS MARKETING PLAN 10 benefit future generations. Free resources to assist you with your university studies! In this advertisement have a person who wear Dunkin Donuts coffee cup and run on the ways. They target young people who are used to visiting Dunkin Donat’s and now they go a little older and visit there rarely. Shop for dunkin donuts coffee online at Target. We're here to answer any questions you have about our services. Besides that, Dunkin Donuts coffee has a reputation for brewing high quality coffee. Consumers can a group to order with www.DunkinRun.com through their computer or mobile device to view the Dunkin Donuts coffee menu. 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). 7 1.7 Marketing Internal Environment 7 Product-Brand Features 7 Direct and Indirect Competitors 8 Comparisons … Good study: Consumer behaviour of young people. America has an advanced industrial economy that is highly mechanized and the gross national product is the largest in the world. 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. Through about Maslow’s theory, Dunkin Donuts coffee is belong to physiological needs. Research questions will include consumer’s attitude towards new products. 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. I am going to start with a commercial featuring British-born Filipino celebrity Derek Ramsay.. 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 Asia countries, when people heard about Dunkin Donuts, they just know Dunkin Donuts is selling donuts. The company had over 12,400 stores in 43 countries. Social class for Dunkin Donut will simply reflect optional choices that will cost more only at the choice of the consumer. They are capable of influencing buying patterns of individuals. My key products are: Vegetable menu, Strong coffee and espressos. Retrieved from: http://www.yourarticlelibrary.com/consumers/3-external-factors-that-influences-consumer-behavior/12908/. View menu items, join DDPerks, locate stores, discover career opportunities and more. A market analysis of Dunkin Donuts. The target market of Dunkin donuts are people who have a culture of drinking tea or coffee especially during the winter. Hence, all of American social class can consume. See Dunkin Donuts consumer demographics such as age, income, education and ethnicity. 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. 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. When consumer needs to buy something, they will do something information search and make automatic purchase decisions. Demographic Segmentation: Their salaries range from $40,000 to $100,000 annually. SWOT analysis stands for Strength, weakness, opportunities and threat. 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. which have helped the brand grow. Choose from contactless Same Day Delivery, Drive Up and more. As usual, there is plenty of outdoor and window signage to grab the attention of passersby. Choose from contactless Same Day Delivery, Drive Up and more. Recent research shows that teenagers and young adults have become increasingly aware of new products and often times seek out new products and they are natural “triers” and spend hours shopping for themselves (Shand,2016). 2007). You can also place you order through the app and pick it up so that you don’t have to wait on line, you pay for your order through the app it’s that easy. So, after discussing SWOT analysis of Dunkin’, I want to move on to talking about their target segments.. This green menu is also dunkins’way of promoting the culture of healthy living which has become prevalent among teens and young adults. James River Church. Market Segmentation. Working Americans are “family folk” depending heavily on relatives for economic and emotional support (Peter, J.P., et al 1999, pg318). If you are stuck with writing or missing ideas, scroll down and find inspiration in the best samples. Therefore, Dunkin Donuts coffee should always look forward to develop and improve its technological facilities in order to differentiate themselves in their use of technology. Plus purchase behaviors such as basket size, shopping trip time, and brand affinity Find a Dunkin' near you with a drive thru, curbside pickup, on-the-go ordering, and WiFi. Consumer still will choose Dunkin Donuts coffee because they have good service for their customer. CANTON, MA (February 4, 2020) – Dunkin’ Brands, the parent company of Dunkin' and Baskin-Robbins, today announced the promotion of Jill McVicar Nelson to Vice President, Marketing Strategy. LEED features are energy-efficient insulated concrete foam walls to reduce air conditioning, energy-efficient lighting, including motion sensors for restrooms and offices. Reference groups influence product and brand purchases, particularly when the consumption is conspicuous in nature. 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. Dunkin Donuts and their coffee are symbolic value for consumer and they will attempt to preserve or enhance Dunkin Donuts coffee. Consumer behavior looks at the many reasons why people buy things and later dispose of them. The social classes for consumer analysis are upper Americans (14%), middle class (32%), working class (38%) and lower Americans (16%). The target market demographics is: Young adults who are between 18-45 years old. Strategy.com. Characteristics of target consumer for Dunkin Donuts coffee have three characteristics and it is age 18-25 years old, age 25 years old above and family. Starbucks and Dunkin' are the two biggest coffee-focused eatery chains in the U.S. Starbucks is a bigger company in terms of market capitalization and … Study for free with our range of university lectures! Dunkin Donuts is the largest coffee and baked goods chain in the world. 64 connections. Now Dunkin’s Donut offers a wide range of coffee or coffee related beverages, baked goods and an expanding all day Oven Toasted menu. 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.) 1.2 Description of Products & Key Benefits We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. Food and water are very important for all of people and Dunkin Donuts is providing coffee and donut to consumer. Throughout Dunkin Donuts Company’s planning, they always keep the customer’s interests in mind. 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. Dunkin Donuts target market is the blue collar workers (18-60) of America who likes the quick service that Dunkin Donuts provides. In these 69 years, the brand has produces over hindered different varieties of donuts. But they still use their original proprietary coffee blend recipe established by its founder (Franchise Update Media Group 2010). Our academic experts are ready and waiting to assist with any writing project you may have. All work is written to order. Figure 3 is an advertisement which is cognitive preservation motive in McGuire’s psychological motives and it is the need for objectification of consumer. In price, Dunkin Donuts is less expenses and their customer base is middle class people. In beverage, consumers have many choices to choose which one coffee brand they want. It’s a famous brand for all the coffee and donut lovers around the world. All Dunkin Donuts core coffee, foods and beverages are presented using interactive product images to make personalizing an order all of them is simple and fun (Stagnito Media 2010). Dunkin donuts target market & demographic segmentation is quite a rare and popular topic for writing an essay, but it certainly is in our … Dunkin’ Donuts was the self-proclaimed #1 retailer of donuts in America. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. America is a busy country, so for the most part they want their food to be quick, convenient and cheap. It is because they need to generate increased consumption their coffee. Effective Customer Needs Analysis: Focus on the jobs-to-be-done and see customer needs differently. Marketing Mix of Dunkin Donuts analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Dunkin Donuts marketing strategy. Whoever takes the donuts can post on Instagram with hashtag #DDsharkweek. 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). In Asia countries when people heard about Dunkin Donuts, they just know Dunkin Donuts is selling donuts. 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. 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. In addition, their internal compass points toward their core values of honesty, transparency, humility, integrity, respect, fairness and responsibility (DD IP Holder LLC 2010). 2009). Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. Free resources to assist you with your university studies! Dunkin Donuts need to try the prevent buyer’s remorse, so they have a customer service to help their customer to solve their problem. For my target group, the above identified external influences will be considered using SWOT analysis to help position Dunkin as the confectionary and beverage shop of choice. 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. Starbucks is the largest competitor for Dunkin Donuts in the beverage business. 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). Dunkin Donuts adopted marketing strategies in four main areas, namely product, price, promotion, and place in America market. Nowadays, most people live in an environment that is filled with sensory stimuli but their capacity to handle this information is limited (OpenLearningWorld 2010). Teenager also the limited budget and Dunkin Donuts is less expensive then they got the consume power. 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! 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. Are attach importance to their reference groups influence product and service image is very recognition of personal freedom chance luck. And WiFi on a daily basis and drink an average of 3 cups per Day marketing stimuli and with... 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