Chapter 7- Business Marketing

            Even though Dunkin' Donuts manufactures their own products, they still need to purchase raw goods with which they use to make their own products which are sold to the customers. Just to make their doughnuts, DD needs to purchase things like flour, sugar, butter etc.; and since the company offers more than doughnuts to it's customers, they need to purchase a lot more than those three ingredients. In order to have a steady supply of raw goods, DD needs to maintain a strong professional strategic alliance with those whom the company does their business with.

            In order to get more customers, Dunkin' Donuts have collaborated with many sports teams, such as the NY Giants, NY Jets, NY Mets and last but not least the NY Yankees. When it comes to their beverages Dunkin' Donuts does their business with Coca Cola Company. That way those of us who enjoys the taste of Coca Cola  drinks, can grab one while they are at DD. Moreover, DD has collaborated with Baskin Robbins, that way both companies gets the benefit of gaining even more customers. For example, recently DD has launched their Mint chocolate chip iced coffee, this flavor will bring in both ice cream lovers and coffee lovers to DD. 

            The reason Dunkin' Donuts company has so much success throughout out the years in because DD focuses on customer satisfaction. The company reaches out to their customers from every angle. Not only will you see a Dunkin' Donuts store a couple of blocks apart in NYC, but DD advertises all over the media, whether it be television, radio or even the Internet. If customers sign up with DD using their e-mail address, then DD sends coupons as well as updates to that customer. In addition, DD is on Facebook, YouTube and even on Twitter. No wonder Dunkin' Donuts have so many loyal customers.

Chapter - 8 Segmenting and Targeting Markets

            Dunkin' Donuts primarily targets the areas that are populated, and places where people tends to commute to and from work; so that way, these customers can grab their coffee and/or food and run.

 

            When Dunkin' Donuts started their company in 1950, their target market was working class men and women of all races, and ages starting from twenty-five years old. Since these customers generally need a little extra boost of coffee to help them get up and get their days started in the morning. 

           
            However as the time progressed, although keeping their timeless selection of coffee and doughnut, DD did update their menu to fit the modern lifestyle and healthy choices of their customers while staying true to their roots and being affordable. If you walk into a Dunkin' Donuts shop today, you will find products for kids starting from ages as early as three years old. DD wants to make sure people of all ages and with different taste buds, can come in to their store and and find something that they like.


            Dunkin' Donuts' also lets their customers know, that you don't have to spend lot of money to eat healthy and enjoy something you like. That is why Dunkin' Donuts positioned the DDSmart, which the company markets as the Better for You Choices that Keeps You Running. This particular line draws in customers who likes to make healthy choices. 

Chapter 11 - Developing and Managing Products

            Doughnuts have been around for ages, however Dunkin' Donuts comes up with various ways to differentiate this deep fried sugary goodness, by putting their own spin on it. DD has many diverse kinds of donuts. The company also makes many other types of food, which they modifie to fit their customer's healthy and fast lifestyle. For example DD came up with a line that is called 'DD Smart'; this particular line carries food that are nutritionally beneficial, as well as being low in calorie, saturated fat, sugar or sodium at least by 25 percent then other choices at the DD menu. 

            One thing about Dunkin' Donuts is that, they are not scared to take risks when it comes to their food; the company will go out of their way to please their large demographics. If a certain new line does not sell well, DD just simply takes it out of the menu and tries again. 

            For example, a few months ago Dunkin' Donuts came up with the idea of selling bakery sandwiches. Even though sandwiches are nothing new, DD still thought their customers will appreciate it and the new line seems to be doing well so far. When it comes to food business, I think it's hard to invent a whole new type of food, so if we modify what we already have, that is refreshing also and DD knows it.

Chapter 16 - Promotional Planning for Competitive Advantage

            When it comes to promotional planning for competitive advantage, Dunkin' Donuts is up there with their competitors. The company make sures, their current and potential customers are aware of DD's latest product and it's price. In order to promote their product, Dunkin' Donuts uses persuasive promotion to reach their customers. That is why DD advertises all over the radio and television, and even bill boards. 

                                                                                                                       First DD commercial

            Dunkin' Donuts launched their first commercial in 1983, featuring 'Fred the Baker'. The part of 'Fred' was played by Michael Vale, the actor played 'Fred the Baker' for 15 years, until his retirement in 1997. 

            Dunkin' Donuts has made many more commercials since then, featuring many celebrities such as Eli Manning and the Giants, Rachel Ray from Food Network, and the New York Mets and the New York Yankees.

            Dunkin' Donuts also uses catchy slogans to draw people in.  In the 1950s, the company started out with the slogan "Only at Dunkin' Donuts". Over the years their slogan changed, and the latest slogan which they started in 2007 is "America Runs On Dunkin". 

Chapter 10 - Product Concepts

            The product concept of Dunkin' Donuts is to sell the best cup of coffee at a convenient price. Not only are Dunkin' Donuts coffee and doughnuts affordable, but they are also very tasty. All these products are thought-out carefully to meet the customer's wants and needs. Since Dunkin' products are sold all over the world, the creators of DD has to make sure their product meets the diverse taste buds of their customers. That is why when DD feels the customers are not satisfied with a certain product, the company modifies it or removes it from the menu. Not only that, the company updates with the health conscious world and modifies it's products to be healthy. 

                         When it comes to purchasing DD product, customers can buy it at the many DD store locations or even online. Purchasing DD product online allows people to enjoy Dunkin' Donuts coffee, right from the comfort of one's home.

            It is a fact that Dunkin' Donuts is the America's largest retailer of coffee-by-the-cup, the company sells about 1.5 billion cups of brewed coffee each year. It shows that the people who run DD knows what they are doing, that is why they are at the top.

Chapter 18 - Sales Promotion and Personal Selling

            Depending on the time of the month or the year, Dunkin' Donuts has many sales and promotions for its customers. The company believes that one should not have to spend too much, to enjoy something that they like. 

            That is why when one is signed up with Dunkin' Donuts, not only does the company sends many coupons for that customer; But they also give a free medium drink of their choice just for signing up. In addition, on the month of that customer's birthday DD sends a coupons for that customer to enjoy a free coffee or hot chocolate on the house. 

            Also, for those customers who are AARP members, they get a special discount of a free doughnut, when they purchase a large or an extra large beverage.

           For the year 2013, along with their usual sales and  promotions Dunkin' Donuts is promoting their iced coffee in Boston, by giving away free home team tickets to people caught drinking DD Iced Coffee.

Chapter 17 - Advertising and Public Relations

            When it comes to advertising and public relations, Dunkin' Donuts makes it their business to let the public know of their product. Starting with the media, DD creates good relationship with the press. To the press the company sends news of their upcoming event hosting, coupons for their products such as doughnuts and coffee for the public, background information and even pictures. Dunkin' Donuts also uses billboards to reach out to people who are on the road. In addition DD, uses many commercials, to introduce all of their products to the public.

            Because Dunkin' Donuts believes children are our future, the company contributes to their community by raising money for the Children's Hospital. For this upcoming May 22, 2013, DD urges people to buy an Iced coffee. So that way for every cup of Iced coffee sold, DD will donate $1.00 to the Children's Hospital to create a Family Room for the kids.