The research also revealed attributes the Dunkin’ Donuts brand embodies that our customers identify with. Dunkin’ Donuts serves Quick Quality™ food and beverages for busy people on-the-go – people who take what they do seriously, without taking themselves too seriously. Dunkin’ Donuts customers perceive themselves as authentic and true to themselves – they make the country run, they take pride in knowing who they are and where they come from, and they feel comfortable in their own skin. Dunkin’ Donuts devotees consider themselves unpretentious and practical and appreciate the little things in life.Dunkin’ Donuts is known and loved around the world for quality menu items and an unrelenting commitment to customer service. Our customers are passionate about the Dunkin’ Donuts experience because they can expect a consistently superior product delivered fast, and at a great value. In fact, Dunkin’ Donuts has been ranked No. 1 for customer loyalty in the “Coffee and Doughnuts” category in Brand Keys Customer Loyalty Engagement Index for 2007, 2008 an 2009. Dunkin’ DonutsMarketing Strategy & Programs | Page 30 of 43
4.7 Key Strategies & Tactical ProgramsDunkin’ DonutsMarketing Strategy & Programs | Page 31 of 43
4.8 Marketing Mix Implications – 4P’sProductDunkin Donuts coffee products come in a wide range of flavors and types. They serve flavored coffees, lattes, lite lattes, espresso, cappuccinos, and several other coffee beverages. They have been brewing coffees for over 50 years and travel all over the globe to find the perfect beans for their coffee. Dunkin Donuts is today’s largest retailer of coffee-by-the-cup, serving nearly 1 billion cups of brewed coffee a year. They are the largest coffee and baked goods chain in the world. Dunkin' Donuts uses 100 percent Arabica coffee beans and has its own coffee specifications, which are recognized by the industry as a superior grade of coffee. Dunkin Donuts also offers 1 lb bags of coffee for consumers to brew at their own home. PriceDunkin Donuts coffee beverages range anywhere from $1 to 5$, depending on the drink. Dunkin' Donuts lattes and cappuccinos are offered in suggested prices of small ($1.79), medium ($2.29) and large ($2.69). Customers can also purchase a single espresso shot for 99 cents. Research shows that Dunkin Donuts prices are lower than that of their competitor, Starbucks.PlaceDunkin Donuts franchises are present primarily in Northeast and Mid-Atlantic United States. They have locations in: They can also be found in other countries across the world including: Aruba, The Bahamas, Brazil, Bulgaria, Canada, Cayman Islands, Chile, Columbia, Ecuador, Germany, Guam, Greece, Honduras, Indonesia, Korea, Lebanon, Malaysia, Mexico, New Zealand, Pakistan, Panama, Peru, the Philippines, Puerto Rico, Qatar, Saudi Arabia, Spain, Taiwan, Thailand, and Turkey. It sells its coffee in its own retail establishment only, whereas Starbucks has a retail store, but also is brewed in some businesses.
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