Dunkin’ donuts in thailand

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CASE: DUNKIN’ DONUTS IN THAILAND: SELLING WITH PROMOTIONS

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Dunkin’ donuts in thailand

  1. 1. DUNKIN’ DONUTS IN THAILAND: SELLING WITH PROMOTIONS Presented by, Nishad Kilikkottu PGDM-IB
  2. 2. 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.
  3. 3. 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.
  4. 4. 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
  5. 5. 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.
  6. 6. 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
  7. 7. 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
  8. 8. 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.
  9. 9. 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%
  10. 10. 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
  11. 11. dunkindonuts.com Bibliography http://en.wikipedia.org/wiki/Dunkin%27_D onuts. http://www.dunkindonuts.co.th/index.ph p?option=com_content&view=article&id= 21&Itemid=16&lang=en. http://www.dunkindonuts.com/content/d unkindonuts/en.html.

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