C responses in response there are two elements brand

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c. Responses In Response, there are two elements – Brand Judgment and Brand Feeling. Howpeople judge your brand and how they feel toward your brand are very important to build thebrand equity. Table 5 and table 6 are portraying the messages of these two elements aboutDunkin’ Donuts. Most of the respondents are rating their satisfaction toward Dunkin’ Donuts at aquite high level, meaning that they are giving good credits to this brand. Simultaneously, most ofthem receive feeling from what Dunkin’ Donut is trying to bring; they feel fun, warm and socialapproval toward the brand, which is a positive sign of brand feeling.d. RelationshipsBuilding connection with customers is a strong bind to make them become your loyal customers.Dunkin’ Donuts has many promotional programs in achieving this goal. However, based on theresult from the research in the last table, we have seen that Dunkin’ Donut is not doing a goodjob yet. The connection between customers and this brand is quite far that most of them disagreethat Dunkin’ Donuts is their most favorite products. They don’t feel attached to this brand that
the brand is their best friends. However, a good signal also shows in the table that most peoplewould look for this brand if they happened to go outside America. Therefore, we can assume thatthe geographic segmentation strategies this brand is doing a moving in a positive trend.Recommendations In The Form Of A Brief Marketing Project Plan On How The CompanyCan Implement Your SuggestionsBased on the history of progress of the performance of this, an interview with one of itsemployeeandthe results from the mini-research, we have seen that this company though is still behindStarbucks, it has been progressively growing since it is founded. As of today, this popularity ofthis brand has been wide spread among coffee and donut lovers. The strategies this companyadopting is showing a positive trend toward improving this brand. However, according to theinterview with Mr. Zinal Parmar, the consumers who usually coming to his stores are middleaged and working people. Therefore, by matching this results with what this brand is trying toportray, we can see that this brand failed to bring some of the Fun and Exciting image to youngconsumers. However, since the interview is conducted with only one employee at one specificlocation, we can over generalize this result.However, if it happened that this company did fail to attract young adults or teenagers in reality,we would recommend this company to create more variety of its products with new recipesdifferent from that of the competitors. By putting itself in uniqueness compared to competitors,this brand will gain more advantage in building even stronger brand equity. Besides, we thinkthat company is having a pricing advantage strategy already over the competitors and yet thetaste and the quality of its products are acceptable.

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