Marketing Plan – Dunkin’ Brands

Phase 5 IP
Marketing Plan Dunkin Brands
A. Dence
Colorado technical foul University
9/24/12

Phase 5 IP
Executive Summary
When the tumble of Dunkin Donuts, Bill Rosenburg, opened his first store in 1950 in Quincy, Mass., his goal was to make and serve the freshest, most delicious deep brown and donuts quickly and courteously in modern, well-merchandised stores (Dunkin Donuts, 2012). no., Dunkin Donuts has more than 10,000 restaurants and over 6,700 Baskin-Robbins restaurants. In 2011 the company had system-wide sales of approximately $8.4 billion with points of distribution in nearly 60 countries worldwide (Holsted, Slade, & Upadrashta, 2012). Dunkin Donuts has earned the No. 1 ranking for customer loyalty in the cocoa category by Brand Keys for six years running. Dunkin Donuts is a market leader in the regular/decaf drinking chocolate, iced coffee, fervid flavored coffee, donut, bagel and muffin categories. Dunkin Donuts plans to open new stores nation in ally and internationally, as well as tar welcomeing new markets in the U.S.
Situational Analysis
Dunkin Donuts targets customers who are spunk class, male and female Americans, ranging in age from 18-45. Their annual salaries lam from $40,000 to $100,000. They are coffee enthusiasts, primary(prenominal)ly people on the go, both individuals and families.



These consumers just want a good cup of coffee and maybe a doughnut to get their day started. The classifiable Dunkin Donuts customer is simple and practical in their coffee needs, and isnt likely to appreciate fancy marketing ploys. 45% of all Dunkin Donuts business is made up middle class consumers. Dunkin Donuts main focus is people on the go who want to get in and out as fast as affirmable (The Bright Agency, 2006).
Companies like Starbucks reach out to customers who want an view that includes atmosphere and baristas. Those people are willing to pay high prices for that experience. Dunkin Donuts customers, on the other hand, dont need all that...If you want to get a full essay, order it on our website: Ordercustompaper.com



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