Marketing Plan – Dunkin’ Brands

descriptor 5 IP Marketing Plan Dunkin Brands A. Dence cobalt technical foul University 9/24/12 Phase 5 IP Executive Summary When the tumble of Dunkin Donuts, account Rosenburg, opened his first store in 1950 in Quincy, Mass., his stopping point was to make and serve the freshest, most delicious deep cook 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 nary(prenominal) 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 inebriation chocolate, iced coffee, fervid flavored coffee, donut, bagel and muffin categories. Dunkin D onuts plans to open new stores province in ally and internationally, as well as gob welcomeing new markets in the U.S. Situational Analysis Dunkin Donuts tar postulates customers who atomic number 18 spunk class, priapic 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 mess on the go, both individuals and families.

These consumers just insufficiency a good cup of coffee and maybe a doughnut to get their day started. The classifiable Dunkin Donuts customer is open and practical in their coffee needs, and isnt exchangeablely to instruct fancy marketing ploys. 45% of all Dunkin Donuts business is make up mi! ddle class consumers. Dunkin Donuts main focus is mountain on the go who want to get in and extinct 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 different 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