Dunkin Donuts Product Launch Plan
Product Description
Dunkin Donuts is undoubtedly one of the leading and largest producers of coffee and baked goods chain of companies. With an estimated 5,500 retail outlets specializing in the sale and distribution of doughnuts and coffee, Dunkin Donuts daily serving output averages 2.7 million coffee cups of coffee and 4 million doughnuts. Additionally, the Dunkin Donuts is known for its rich product portfolio that comprises of a diverse variety of doughnuts and extended range of bakery products (Dunkin Donuts, 2012). Bagels, muffins, and munchkins donut hole treats are some of the extensive range of bakery products available at Dunkin Donuts while lattes, espressos, and cappuccinos represents the coffees. Dunkin Donuts also boasts of more than 6,590 distribution chains across the globe, with more than 4,820 being in the United States (Dunkin Donuts, 2012).
Product positioning
Dunkin Donuts operates under the slogan “America Runs on Dunkin” (Dunkin Donuts, 2012) and hence, it must position itself uniquely using features that satisfy this brand perspective. Dunking Donuts understands the nature of its products thereby enabling it to know what customer’s perceive in their minds. Quality product portfolio is the first line of differentiation and product positioning for Dunkin Donuts. Whereas Dunkin Donuts brand largely rests on doughnuts, much of its success is generated from the sale of coffee. Coffee blends and espresso drinks produced by Dunkin Donuts have been critical in generating sales for the company. Menu innovation is one of the leading differentiation features for Dunkin Donuts. This is fulfilled by introducing new products in its menu portfolio. In order to differentiate itself from the competition, Dunkin Donuts positions itself uniquely in the market. Second, the layout facilities in its restaurants consists of bar stools with minimal tables comprising of hard bench seating. This gives it a simple look that makes it possible to fit in without worrying. It also suits the average person.
Other major points for differentiating Dunkin Donuts from other restaurants in the industry include the adoption of a no-class personality that is not driven by status. Dunkin Donuts personality is characterized as being down to earth, and simple without any frills whatsoever. Dunkin Donuts also love routines thereby increasing efficiency in customer service.
Targeting
Dunkin Donuts target market comprises of middle class coffee enthusiasts and occasional doughnut lovers. The average age for this customer base is 18-45 years who like getting refreshed while on the go or before they get back to work. A large portion of this marketing segment comprises of professional individuals and their families. Dunkin Donuts facilities are also set in a manner such that the average person can blend in and satisfy their pick-me-up needs and among other delicious products.
Market Needs
Trends in the restaurant industry are changing at an increasing rate with varying needs and preferences among the consumers. Equally, the industry experiences varying magnitudes of sectoral competition such as the competition between fast food restaurants and table-served restaurants, and health food vs. snack food restaurants among other categories. For this reason, advertising becomes critical for distancing the market players from other competitors. Speaking of competition, Dunkin Donuts faces competition from Starbucks, McDonalds, and Kripsy Kreme. Therefore, marketing needs calls for the adoption of product promotion and branding strategies that differentiates DD from other restaurant outlets.
Extending customer experience through research and development enables Dunkin Donuts to respond and satisfy the changing needs of client’s with a lot of speed and accuracy. Improved distribution and increased number of stores and outlets enables DD to reach to a wide clientele base. Equally, endeavoring advertising and good public relations is critical for enabling the restaurant outlet to boost consumer morale and attract more sales for the company (Turk, 2004). The power of the social media and the increased usage of the internet is critical for any business. Many a customer use the internet to search for information and as well order for products.
References
Dunkin Donuts (2012). About Us. Retrieved from
http://www.dunkindonuts.com/dunkindonuts/en.html
Turk, J. V. (2004). This is PR: The Realities of Public Relations: Chapter 11: Tactics
and Techniques. Thomson Learning
