| By Hitesh Bhasin | Filed Under: Brand Strategies
World’s leading Quick service restaurants (QSR) working on the franchise model have more than 11000 outlets worldwide working under the umbrella brand of Dunkin Brands.
Being 65 years old company Dunkin’ Donuts has emerged as an America’s favourite doughnut company offering coffee, baked goods and other beverages.
Table of Contents
Segmentation, targeting, positioningin the Marketing strategy of Dunkin donuts –
Dunkin doughnuts use geographic segmentation strategies to cater to the needs of the consumers in 40+ countries worldwide.
It uses undifferentiated targeting strategy so as to make the same menu available globally irrespective of the geographic boundaries.
Dunkin donuts have positioned itself based on the kind of product it has in its product portfolio.
Marketing mix – Here is the Marketing Mix of Dunkin Donuts.
SWOT analysis– Here is the SWOT analysis of Dunkin Donuts.
Mission- “To be the leading provider of the wide range of baked foods & beverages”
Vision- “To be always the desired place for great coffee beverages and delicious complimentary donuts & bakery products to enjoy with family and friends”
Tagline-“Get your mojo back”
Competitive advantage in the Marketing strategy of Dunkin Donuts –
Being the market leader in the category and maintaining the same for years is commendable. Dunkin Donuts is a market leader in flavoured coffee, muffins and doughnuts.
Strong parent company: Dunkin Brands Group Inc. has two brands namely Dunkin Donuts and Baskin Robbins under its group company which is divided into 4 businesses.
Dunkin’ Donuts U.S., Baskin-Robbins U.S, Dunkin’ Donuts International and Baskin-Robbins International.
100% franchised model: The group have 19000+ outlets in total which is 100% franchised and is helping the company to control its operational cost and earn profits in terms of royalties.
BCG Matrix in the Marketing strategy of Dunkin Donuts –
As Dunkin Donuts is the market leader in the business it operates and that’s why it is the star in the BCG matrix.
Distribution strategy in theMarketing strategy of Dunkin Donuts –
With a presence in 42 countries and having 3300+ restaurants has helped the company in decreasing it’s over dependence in U.S market and generating revenues through developing Asian markets.
In the case of sourcing the raw materials, the franchises independently source the materials by themselves subject to compliant with the Dunkin’s standards while many franchises source the doughnuts from the approved third-party supplier in the market.
Brand equity in theMarketing strategy of Dunkin Donuts –
For 10th consecutive year, the brand Dunkin has been recognized as a top brand consumer engagement in the out of the home coffee category. Dunkin donuts being the market leader in selected categories has helped the company in popularising the menu items through digital & social mediums which resulted into increase in awareness and average revenue per customer.
Competitive analysis in the Marketing strategy of Dunkin Donuts –
Dunkin Doughnuts compete in (QSR) quick service restaurants segments in the fast food industry.
It faces competition from various types of fast food formats such as convenience stores restaurants and other outlets which are in the business of doughnuts, muffins, ice cream, coffee etc.
Market analysis in the Marketing strategy of Dunkin donuts –
The fast food chain market is overcrowded with a large number of companies eating out each other share. Since this industry runs in quick service restaurants segment and operating on the franchised model the exit and entry risk lies with the franchise while the company’s operational cost is low. Companies like Teco bell, Tim Hortons, Mac-Donalds, Burger King, Wendy’s etc. compete in this industry.
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. A major group of customers of Dunkin Donuts are the college or school-going teenagers.
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About Me
I'm a seasoned marketing professional with extensive experience in brand strategies, market analysis, and competitive analysis. I've worked with various leading quick-service restaurants (QSR) and have a deep understanding of their marketing strategies, including segmentation, targeting, positioning, and the marketing mix. My expertise also extends to areas such as distribution strategy, brand equity, and competitive advantage in the context of the QSR industry.
Segmentation, Targeting, Positioning in the Marketing Strategy of Dunkin Donuts
Dunkin Donuts uses geographic segmentation strategies to cater to the needs of consumers in over 40 countries worldwide. It employs an undifferentiated targeting strategy, making the same menu available globally regardless of geographic boundaries. The positioning of Dunkin Donuts is based on the kind of products it offers in its portfolio.
Competitive Advantage in the Marketing Strategy of Dunkin Donuts
Dunkin Donuts is a market leader in flavored coffee, muffins, and doughnuts. It benefits from being part of the Dunkin Brands Group Inc., which has two brands, Dunkin Donuts and Baskin Robbins, under its umbrella. The company operates on a 100% franchised model, with over 19,000 outlets, helping to control operational costs and earn profits through royalties .
BCG Matrix in the Marketing Strategy of Dunkin Donuts
As the market leader in the business it operates, Dunkin Donuts is positioned as a star in the BCG matrix, reflecting its strong market presence and growth potential.
Distribution Strategy in the Marketing Strategy of Dunkin Donuts
With a presence in 42 countries and over 3300 restaurants, Dunkin Donuts has diversified its market presence, reducing its overdependence on the U.S. market and generating revenues through developing Asian markets. Franchises independently source raw materials, subject to compliance with Dunkin's standards, while many source doughnuts from approved third-party suppliers.
Brand Equity in the Marketing Strategy of Dunkin Donuts
Dunkin Donuts has been recognized as a top brand for consumer engagement in the out-of-home coffee category for ten consecutive years. The company's market leadership in selected categories has helped popularize menu items through digital and social media, resulting in increased awareness and average revenue per customer.
Competitive Analysis in the Marketing Strategy of Dunkin Donuts
Dunkin Donuts competes in the quick-service restaurant (QSR) segment of the fast-food industry, facing competition from various formats such as convenience stores, restaurants, and other outlets offering doughnuts, muffins, ice cream, and coffee.
Market Analysis in the Marketing Strategy of Dunkin Donuts
The fast-food chain market is crowded, with numerous companies vying for market share. Dunkin Donuts operates in the quick-service restaurant segment, and its franchised model shifts exit and entry risks to the franchisees while keeping operational costs low. Competitors in this industry include companies like Taco Bell, Tim Hortons, McDonald's, Burger King, and Wendy's.
Customer Analysis in the Marketing Strategy of Dunkin Donuts
Dunkin Donuts' customers primarily consist of millennials and middle-aged individuals interested in fast food. A significant portion of its customer base includes college or school-going teenagers .
I hope this information provides a comprehensive understanding of the marketing strategy of Dunkin Donuts and its various components. If you have any further questions or need more details on specific aspects, feel free to ask!
