To build strong, profitable, long-term customer relationships, Dunkin’s Donuts has developed marketing strategies and plans. The firm must determine how to best create value for its chosen target market. So, the firm should connect with his customers to establish and strengthen customer relationships.
•Target Market: International coffee and donut retailer
•Positioning: Dunkin’ Donuts serves its donuts or coffee for customers, who are concerned about affordable (cheap product), accessible (convenient locations) with high quality products (quality control)
2.What is Dunkin’ Donuts value proposition?
Visit a Dunkin’ Donuts store and visit the company’s website. Based on the information presented in the video and the information and experiences gathered in the store and online, evaluate how well the company’s value proposition is conveyed through its marketing communications
If its website is any indication, Dunkin’ Brands, which today has a portfolio of three complementary brands: Dunkin’ Donuts, Togo’s (the California sandwich shop) and Baskin-Robbins (the largest and one of the most-loved ice cream chains in the world), has no intention of abandoning its focus on high-quality, affordable food and beverages on the go. Each of their brands appeals to a different time of day, working together to offer great food and great value to their customers. The company combines the strength of its brands by housing two or three in a single storefront, completely redefining the quick service experience for their clientele. With a focus on “how Dunkin’ Donuts keeps busy Americans fueled and on the go… the ad campaign is a fun and often quirky celebration of life, showing Americans embracing their work, their play and everything in between, accompanied every step of the way by Dunkin’ Donuts.” Visually, the ad campaign comes to life through a set of interactive icons that represent the...