Marketing Strategies at Dd

Owen Pitrone

MRKT310

1)  Who are the primary Dunkin’ Donuts customers? 

Dunkin’ Donuts’ target market is, essentially, everyone who eats or drinks. Their goal is to be the number on coffee and pastry/bagel location for the world and they are very effective at achieving that goal. While other coffee shops focus on local markets, boutique or high-end customers or the bourgeois coffee palette, Dunkin’ Donuts is egalitarian in its marketing plan.

2)  Who is Dunkin' Donuts primary competitor?

Dunkin’ Donuts’ strategy of convenient locations and customer service are very similar to that of McDonalds and Burger King. Both of these fast-food chains have a similar strategy of worldwide locations, competitive prices and everyman demographics. Dunkin’ Donuts benefits in by being different. Burger King and McDonalds will always be primarily competitive against each other, hamburgers being more of their primary foodstuff than pastries and bagels. DD will also be in competition against gas stations, which now carry more and more items that directly compete with their product line. But as a coffee competitor it comes into direct and primary competition with Starbucks Coffee. (Armstrong, 2012)

3)  How does Dunkin' Donuts build long-term customer relationships?

Dunkin’ Donuts customer relationships are long-term when a customer recognizes themselves as a DD customer and identifies with their brand. Dunkin’ Donuts does this through branding, excellent customer service and products, as well as marketing long-term, non-consumable products like insulated coffee cups with the DD brand printed on them. When someone describes their local non-coffee shop as a Dunkin’ Donuts, the DD brand has achieved a long-term customer who relates the coffee experience to the Dunkin’ Donuts brand.

4)  What is Dunkin' Donuts value proposition?

Dunkin’ Donuts is a coffee/coffee accompaniment location that markets specifically to the non-coffee shop crowd. It is a working class...