2. 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
3. Type Wholly owned subsidiary
Industry Food and Beverage
Founded 1950
Founder William Rosenberg
Headquarters 130 Royall Street
Canton, Massachusetts, U.S.
Area served Worldwide
Products Doughnuts • Coffee • Bagels
Website DunkinDonuts.com
4. About the business
Dunkin'Donuts 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.
6. 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.
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7. 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 wouldn't 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 won't have a problem selling. MUCH better
than any doughnut available in India , and a hell
of a lot more variety.
8. Competitors
Big competitors are:
Café coffee day
Barista
Costa coffee
Potential threats from the local sweet and
bakery shops which are already popular for
their traditional Indian sweets
9. STP
Segmentation
HIGH
Employees
CLASS
MIDDLE
Students
CLASS
Lower class kids
10. TARGETING
TOPCLASS Employees
MIDDLE CLASS Students
11. POSITIONING
• Brand name
• High quality
• Very good services
• Low price
12. 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.
13. 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.
14. Cont…
Apart from serving breakfast sandwiches, they
can also serve scrambled eggs, vegetable
egg omelet's 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…
