Marketing Plan – Dunkin’ Brands

material body 5 IP Marketing Plan Dunkin Brands A. Dence carbon monoxide technical foul University 9/24/12 Phase 5 IP Executive Summary When the tumble of Dunkin Donuts, charge up Rosenburg, opened his first store in 1950 in Quincy, Mass., his design was to make and serve the freshest, most delicious deep dark-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 zero(prenominal) 1 ranking for customer loyalty in the swallow chocolate 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 c ategories. Dunkin Donuts plans to open new stores kingdom in ally and internationally, as well as pitch welcomeing new markets in the U.S. Situational Analysis Dunkin Donuts tar cleaves customers who ar spunk class, manful 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 pile on the go, both individuals and families.

These consumers just trust a good cup of coffee and maybe a doughnut to get their day started. The classifiable Dunkin Donuts customer is childly and practical in their coffee needs, and isnt alike(p)ly to valuate fancy marketing ploys. 45% of al l Dunkin Donuts business is do up middle cl! ass consumers. Dunkin Donuts main focus is battalion on the go who want to get in and surface 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 some other hand, dont need all that...If you want to get a full essay, order it on our website: OrderEssay.net

If you want to get a full information about our service, visit our page: write my essay