Marketing Plan Dunkin Donuts Final Executive Summary PDF

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Principles of Marketing Lecture for SHS...

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Pamantasan ng Lungsod ng Valenzuela Senior High School Department Principles of Marketing

MARKETING PLAN DUNKIN’ DONUTS

Balmes, Danielle Briguel, Hazel Cadago, Erica Chuaco, Charlene Granadozin, Romelyn Llegue, Jalyn Rose Mendoza, Katrina Rojas, Claire Santiago, Jules Ashley

ABM 11-6

Pamantasan ng Lungsod ng Valenzuela Senior High School Department Principles of Marketing

TABLE OF CONTENTS Executive Summary………………………………………………………………………… 1 History Meaning of the logo Main Goals and Recommendations of the Plan for Management Review Objectives for the Business Recommendations for Marketing Strategy

Pamantasan ng Lungsod ng Valenzuela Senior High School Department Principles of Marketing

History Dunkin’ Donuts was first known as “Open Kettle” which serves donuts and coffee founded by William Rosenberg in the year 1948 in Quincy, Massachusetts. In 1950, the founder renamed his restaurant as Dunkin’ Donuts. The main goal of Rosenberg is to: ”Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores.” and still the standing philosophy of the business. In year 1955, its first Dunkin Donuts franchise was opened in Worcester. In years since Dunkin’ Donuts was established, it had grown to many franchise and branches and expanded its menu including food and beverage options. It was also known worldwide including in the Philippines. Since then, Dunkin Donuts has reached a number of 12,000 restaurants worldwide and serves 1.9 billion of cups of iced and hot coffee every year. The Dunkin Donuts said mission is “To be the leading provider of the wide range delicious beverages & baked product around the kingdom in a convenient, relaxed, friendly environment that insures the highest level of quality product and best value for money. We provide our guest, the elegant service and unforgettable experience to meet their expectations in every single visit.” While its vision statement is “To be always the desired place for great coffee beverages and delicious complementary donuts & bakery products to enjoy with family and friends.”

Pamantasan ng Lungsod ng Valenzuela Senior High School Department Principles of Marketing Meaning of the Logo

The first logo of Dunkin’ Donuts consisted of “Dunkie” which was a character who serves coffee and donuts with their brand name. In 1965, they redesigned the logo with a cup of coffee formed in a circle as if being “dunked” in the cup. In the 80’s, Lucia N. DeRespinis who suggested that the colors were too roasted, and the logo should meant to be fun and playful so she adds the favorite color of her daughter, pink and orange. Later on, the steam on the cup was added by the Vice President, Ken Kimmel, saying “While coffee and donuts are core to our business. Neither stands alone.” It represents that the coffee is hot and the rising of the steam look as if they are rising up out of the cup and will continue moving outward. The coffee cup is slightly slanted creating more dynamic and active visual and the customers can automatically associate coffee and donuts with one another.

Main Goals and Recommendations of the Plan for Management Review The main goal of this marketing plan is to help the business increase their popularity, make them one of the top serving coffee and baked goods in the Philippines, and increase their sales into at least 5%. In the past years, many competitors with the same product as Dunkin Donuts came up like Krispy Kreme & J.CO that were patronized more by the people because it is more appealing and on trend. It is slowly losing its popularity because the tastes of the consumers are changing rapidly, and the competitors of the business is continually taking advantage of it making them lose its demand.

Pamantasan ng Lungsod ng Valenzuela Senior High School Department Principles of Marketing Objectives for the Business ● To determine the short and long term goals and strategic plans for further improvement of the organization’s productivity. ● To help increase the business’ sales by formulating a strategic plan for the business ● To innovate and improve the marketing strategies that are currently used by the business to attract more customers in buying their coffee and donuts.

Recommendations The researchers' recommendations for the business is to provide a DD Perks card worth 50 pesos only, which can be used for earning points every time that the customer avails a product. If the customer earned 200 points, they can exchange it for a customized cup. The cup will be perfect for coffee lovers out there because it comes along with a benefit, wherein they can have an unlimited coffee every time they order. All they need to do is to present their card together with their customized cup. Another recommendation for the business is to have an instagrammable interior design which also includes a reading corner. That ambiance will attract more customers and will make them feel comfortable. It will be nice to read a book while drinking a cup of coffee. The app which introduces On-the-Go Mobile Ordering that the team will improve is for minimizing the errors in the delivery of the products that is being experienced by the customers. And to possibly make the On-the-Go Mobile Ordering available in the branches of the Philippines for the guests can easily order their favorites ahead, pay online and speed past the line....