Champagne C., Iezzi T. (August 2014). DUNKIN’ DONUTS AND STARBUCKS: A TALE OF TWO COFFEE MARKETING GIANTS. FASTCOCREATE. http://www.fastcocreate.com/3034572/coffee-week/dunkin-donuts-and-starbucks-a-tale-of-two-coffee-marketing-giants In August 2014 the article “Dunkin’ Donuts and Starbucks: A Tale of Two Coffee Marketing Giants” the authors, Christine Champagne and Teressa Iezzi, discuss the reasons lead Dunkin’ Donuts and Starbucks to be successfully in coffee marketing; and the different strategies between the Dunkin’ Donuts and Starbucks, while they are competing to each other. Coffee has become the necessity in today’s life. There is a strong business competition in coffee market. And the method for people to get a cup of coffee is limitless. The only way to attract consumers is being creative. In order to build and evolve their brand, two coffee powerhouses keep creating new models of their marking. Now Dunkin’ Donuts and Starbucks have become the most recognized café brands in United States. Dunkin’ Donuts started its business as a regional brand in 1950 in the Northeast of the United States. 24% of the country’s coffee market is controlling by Dunkin’ Donuts. It is reported that Dunkin’ Donuts sells 1.8 billion cups of coffee annually. One of the successful marketing of Dunkin’ Donuts is their humorous advertisements. Dunkin’ Donuts also use social media to propagandize their brand through holding many different activities. Starbucks launching in 1971 in the Northwest as a regional brand as well. Starbucks is controlling 36% of the country’s coffee market in United States. Instead of sharing the data of coffee selling, Starbucks report on its recycling efforts, Starbucks beverages account for approximately 4 billion cups globally each year. Starbucks not just provide coffee. Starbucks is focusing on improving better in-store experience for costumers, and they update their menu regularly. However, some consumers think they did not...
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