Introduction DUNKIN DONUTS is an international doughnut and coffee retailer founded in 1950 in Quincy, Massachusetts by William Rosenberg. It is now headquartered in Canton, Massachusetts. Despite originally focusing on donuts and other baked goods, over half of Dunkin Donuts business today is in coffee
Type Wholly owned subsidiaryIndustry Food and BeverageFounded 1950Founder William RosenbergHeadquarters 130 Royall Street Canton, Massachusetts, U.S.Area served WorldwideProducts Doughnuts • Coffee • BagelsWebsite DunkinDonuts.com
About the business DunkinDonuts is in the hot regular/decaf/flavored coffee, iced coffee, donut, bagel and muffin categories. Dunkin Donuts has earned the No. 1 ranking for customer loyalty in the coffee category by Brand Keys for five years running. The company has more than 9,700 restaurants in 31 countries worldwide. In 2010, Dunkin Donuts global system-wide sales totaled $6 billion.
What the Dunkin’ Donuts doingto enter in Indian market
Dunkin’ Donuts, is continuing its steady expansion around the globe, announcing today that the company has signed an agreement with Jubilant FoodWorks Ltd. to enter the Indian market. The master franchise agreement calls for Jubilant FoodWorks to develop, sub-franchise, and operate more than 500 Dunkin’ Donuts restaurants throughout India over the next 15 years. The first Dunkin’ Donuts locations are expected to open by early 2012. The Agreement marks the largest international store development commitment in Dunkin’ Donuts’ history. video
Survey:Sumit Arora Dunkin Donuts is where I go for coffee, or breakfast to go. Their doughnuts are nationally at the top, with only one major competitor. And the coffee is much lower priced than Starbucks, and less acidic/bitter. The coffee will sell here , and reach even people who usually wouldnt go to a coffee day, because of the price. The doughnuts are also inexpensive comparatively , and since Indians by in large have such a sweet tooth, I have no doubt they wont have a problem selling. MUCH better than any doughnut available in India , and a hell of a lot more variety.
CompetitorsBig competitors are: Café coffee day Barista Costa coffeePotential threats from the local sweet andbakery shops which are already popular fortheir traditional Indian sweets
STPSegmentation HIGH Employees CLASS MIDDLE Students CLASS Lower class kids
TARGETING TOPCLASS Employees MIDDLE CLASS Students
POSITIONING• Brand name• High quality• Very good services• Low price
Strategies outletsin metros Outlet near colleges and offices. Introducing a hangout place to attract youngsters. Introducing some local flavors while making donuts, tea, coffee and sandwiches but still maintaining the western look and culture.
Cont… Drinksshould include fresh fruit juices, smoothies. Teas may include the popular flavors. Donuts, muffins and pies may be presented in local flavors like coconut and cream, mango, apple, rose, raisins, cinnamon etc.
Cont… Apart from serving breakfast sandwiches, they can also serve scrambled eggs, vegetable egg omelets etc. which are much preferable and healthier options Menu Should include more choices of veggies in wraps and sandwiches to meet the needs and tastes of the vegetarian population Basically we try to set the menu according to Indian environment and we continuously review our menu and keep on changing acc. to needs…