DUNKIN’ DONUTS IN THAILAND: SELLING WITH PROMOTIONS Presented by, Nishad Kilikkottu PGDM-IB
dunkindonuts.com Introduction Dunkin Donuts is an international coffee and doughnut retailer. Founded in 1950 Founded by William Rosenberg in Quincy, Massachusetts. Headquartered in Canton company originally focused on doughnuts and other baked goods over half of its business today is in coffee sales Major competitor to Starbucks and Krispy Kreme.
dunkindonuts.com Cont.. 1990 – Allied Domecq (UK) purchases Dunkin‟ Dounuts and Create Dunkin‟Brands. 2005 – Pernod Ricard, a French wine & spirits company, purchases Allied Domecq and sells off Dunkin‟ Donuts Bain Capital Partners, the Carlye Group and Thomas H. Lee Partners bring Dunkin‟ Brands back the United States at a cost of $2.4 billion The company has more than 10,000 locations in 32 countries worldwide. which include more than 6,700 Dunkin‟ Donuts locations throughout the United States and more than 3000 international locations. Nearly all of Dunkin Donuts locations are franchisee owned and operated. In the United States, Dunkin Donuts is sometimes paired with Baskin-Robbins ice cream shops.
dunkindonuts.com Products Dunkin‟ Donuts‟ products are consumer shopping goods Consumers must spend some purchasing effort Majority of products are only available in Dunkin‟ Donuts shops The various products are: Drinks Frozen Beverages Hot Beverages Iced Beverages Food Bakery Sandwiches
dunkindonuts.com Dunkin Donuts (Thailand) Dunkin‟ Donuts commenced operations Thailand with its first shop at Siam Square in 1981. Currently, there are more than 200 Dunkin‟ Donuts shops throughout Thailand which cater to over 30,000 customers a day. Dunkin‟ Donuts is a recognised and popular brand which has won a number of awards through the years.
dunkindonuts.com Cont.. Awards Best Company Award from the Ministry of Commerce in 1989 Challenge of Excellence Award from Allied Domecq Retailing International, the UK in 1997. Awarded by International Marketing Expert Prof Philip Kotler from Ministry of Northwestern, USA for the „Love Moms‟ marketing campaign in 2000 and 2001. Business Transformation Asia-Pacific Award from Dunkin‟ Donuts International in 2005 Dunkin‟ Donuts Brand Franchised and Enterprise Awards International Partner of the Year in 2008. The Most Impressive Shop & Restaurant Award from Suvarnabhumi Airport in 2009 The Best Brand Dedication of the Year Award in 2010
dunkindonuts.com case… The case talks about promotion activities done by company in Thailand. Dunkin‟ Donuts now operates about 130 shops in Thailand. serve more than 300,000 customers each week “Longest Love Message to Moms”- promotion to coincide with the birthday of Thailand‟s queen mother . 5 week promotion - Thais - invited to outlets – special special vinyl banner
dunkindonuts.com Cont.. Purchase was not required Objectives to increase market share in Thailand by 2% and to increase brand loyalty teenagers and young adults aged 15 to 25 years. Invited popular young Thai actors to sign a banner at flagship store in Bangkok. Posters displayed in each store. Distributed 100,000 leaflets offered a “Millennium Moms” with prizes Grand prize winner: hosts for a company- sponsored lunch for underprivileged children.
dunkindonuts.com Cont.. Thailand‟s PM signed a banner. 2000 banners with 5000 love messages Carried by 100‟s of employees in national parade honoring the queen mother‟s birthday. Spend $14000: packaging, PR, banners and prizes Sold 200,000 “Millennium Moms $373,000 of additional donut sales campaign was featured on every major TV channel in Thailand Market share in donuts increased from 67% to 71%
dunkindonuts.com What other measures of success for the Thai sales promotion described in this case is appropriate for Dunkin’ Donuts to assess? Respect towards elders or authoritative figure. People considered Dunkin Donuts as a hang out place than an eatery