Marketing mix of Dunkin Donuts. Бизнес план dunkin donuts


Dunkin Donuts Business Plan by Dylan Rupert on Prezi

Dunkin Donuts Business PlanDunkin donutsDylan, Curtis, & Ryandunkin donuts(570)560-49131800 route 15Table of contentsExecutive Summary......4Business Description....6Market Analysis...........10Sales and Marketing....13Management...............17Financials...................18Executive summaryOur team is Dylan Rupert, Curtis Fuoss, and Ryan Kunst. We will open a dunkin donuts on rout 15 near montgomery, where there is little competition selling quality donuts and coffee.

Executive summary cont.Why should you invest in our store?There is little competition in the montgomery area. The closest thing in the area is gas station sonocos. We know that we will make a large profit with this store.Business DescriptionDunkin' Donuts LLC owns, operates, and franchises a chain of coffee and baked goods restaurants worldwide. It offers hot, iced, and frozen beverages; bakery sandwiches, breakfast sandwiches; coffee, espresso, cappuccino, and latte products; and frozen beverages, delectable donuts, and more.Business Description cont.Dunkin' Donuts LLC was founded in 1948 and is based in Canton, Massachusetts. It has locations in the United States and internationally. Dunkin' Donuts LLC operates as a subsidiary of Dunkin' Brands Group, Inc.Business description cont.mission statement: To be recognized as a company that responsibly serves our guests, franchisees, employees, communities, business partners, and the interests of our planetBusiness description cont.Dunkin donuts sells coffee and other related beverages, donuts and other baked goods, and breakfast sandwiches. It is needed because it is what they make and feature.There will be a normal staff set up,and we will price compared to the local area prices.Market AnalysisCostomer profile: The local population of the montgomery area. Mostly average, medium income families. They need quality cofee and donuts. The only place they have to buy anything remotely similar to our product is gas station convenient stores (ie. sonoco). Market Analysis cont.Sonoco is the only main competition. It's only good because you can get coffee when you get your gas, it is not really advertised for the products we are selling.Market Analysis cont.Labor availability: There is a school and many people who are needing jobs in the area so labor availability is high.

Sales estimate: $100,000-$300,000Sales and MarketingTo get potential costomers to buy our product, we will use dunkin donuts existing advertising and popularity. We will run local commercials giving the new store's location.Sales and Marketing cont.Our sales strategy is to provide the locals with a close source of donuts, and to attract hungry travelers on rout fifteen at the same time.Of course, our channel of distribution is a dunkin donuts donut shop.Sales and Marketing cont.We will advertise through roadside billboards along rout fifteen to attract hungry travelers; and elevision comercials, because dunkin donuts has and existing base of good advertisments. In fact I think it would be good to bring back "Fred the baker".Sales and MarketingThe old "Fred the baker" dunkin donuts commercials.http://m.youtube.com/watch?v=petqFm94osQhttp://m.youtube.com/watch?v=BwO4B_pxI7shttp://m.youtube.com/watch?v=gjrzuSb00tsManagementUs (Dylan Rupert, Curtis Fuoss, and Ryan Kunst) will own the store. Our managers will be hand picked from the best employees. They will oversee employeees under them, and will handel any complaints or problems durring their shift.FinancialsOur risks include losing costomers, and having extra product that goes unsold.Our expenses include employee wages, stock (donuts, coffee), and utility bills.$250,000 with a net worth of $500,000 is required to buy the rights and open a dunkin donuts store.ComercialsHere are the three forementioned "Fred the baker" comercials.A classic "Fred the baker"Comercials cont.Fred the bakerFred the baker & son

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Marketing mix of Dunkin Donuts

In the year 1950, William Rosenberg launched a company that dealt with Beverages and food items. The headquarters of this company is in Massachusetts in the USA. Originally, the company decided to start with food items that were distinctive and of high quality with extra emphasis on freshness.

As the brand name suggests the idea was to provide the customers fresh doughnut and a hot mug of coffee but later it gravitated to other selected baked products. The services rendered by the company have created a steady base of consumers that are loyal and regular. Some of the important competitors of the company are

Product in the Marketing mix of Dunkin Donuts

Although, the brand name suggests that Donuts are the main food product of the company, but in reality it occupies only eight percent of the total sales. Twenty five percent of the products are the other food items including the specialized baked products. The main earner for the company is its drinks, specially the coffee that is Double Brewed to retain its original flavor and for which the customers come from far and wide. The estimated sale of the special coffee at Dunkin Donuts is estimated at nearly one million annually. The menu of this international chain of restaurants includes nearly one thousand food items. The healthy snacks are a hit with every age group of people because of its freshness and uniqueness.

The various sandwiches include the all-time favorite Wraps, Glazed Donut sandwiches and the Oven toasted sandwiches. The fifty-two variants of baked goods include Cookies, Bagels, Doughnuts, Munchkins and Muffins. Beverages are served to the customers in both hot and cold forms.  The iced drinks include iced coffee, latte and tea whereas the frozen drinks are available as coolants and coffee.

Hot drinks are also very popular in these restaurants including various types of coffee, tea, latte and hot chocolates. The company has given special attention to its customers who are children as they are capable of influencing the eating habits of the parents. Food items that are fresh as well as tasty and healthy are hits with both the children and their parents. Nutty Donuts is one such popular item made with walnut, raisin and almond that is available in both sugar and sugar-free variety.

Place in the Marketing mix of Dunkin Donuts

Special attention has been given to the opening of Dunkin Donut outlets at strategically important locations to generate the maximum number of customers. It is a given fact that easy accessibility of the outlets will help in attracting a healthy customer base. Therefore, all the outlets are located at places where a person can quickly avail himself to a bite. Dunkin Donuts have opened nearly eleven thousand outlets in various parts of the world.

It is spread globally through an estimated thirty-three countries. In the United States, only the company has nearly seven thousand six hundred outlets. Franchisee system of ownership and operation is prevalent in all the outlets. These outlets are opened in popular locations like gas stations, food courts in and around airports, Supermarkets, malls and Walmart Stores.

At present South Korea is one of the largest markets of Dunkin Donut food items contributing towards forty percent of the international sales. A coffee roasting international plant has been set up in this country along with nearly nine hundred outlets. The company has also opened its outlets in countries like India, China, Japan and Brazil.

Price in the Marketing mix of Dunkin Donuts

In order to create a loyal and strong customer base the company has tried to maintain a fair pricing policy for all its products. To provide its customers ultimate satisfaction the company has kept the pricing reasonable so that an average person can easily buy from a Dunkin Donut outlet without thinking about the expenses.

The clean environment, fresh products and realistic prices have helped in generating maximum revenues. The pricing of every food item is variable so that every customer can find something or the other that might suit his budget. In order to maintain the volume of sales the prices are kept realistic and coupons and discounts on selected items are periodically provided. These keep the customers interested and leads to profits.

The motto of the company is to provide qualitative product and services that are much lower than their competitors are. This has become possible, as they have been able to diversify their fixed costs to number of units. The company has a policy of bulk buying that automatically reduces their costs. The bidding on contracts is also very systematic and thorough process that reduces the product price. A close and vigilant contact with the vendors helps in keeping control over the supply chain and this has proved to be a vital method in maintaining low costs.

Promotion in the Marketing mix of Dunkin Donuts

The promotional strategy of the Dunkin Donuts includes advertisements through print media like popular magazines and newspapers.  The pink and the color orange in the logo of the company along with a coffee cup have made it a memorable one. It also has created catchy slogans that are aired at television and radios. Some of its famous slogans are Always Dunkin, Time to make the Donuts; it’s worth the trip, You’re Dunkin and America runs on Dunkin.

Previously Ray Allen has been associated as its brand ambassador and the company has acted as sponsors for some of the professional teams like Liverpool football club and New York Mets. Jon Goodman also gave his voice for Dunkin Donut commercials in the year 2007 and later it was replaced by the voice over from David J O’Brien.

The company has also created advertisements along a coffee cup that was named as Joe Dunkin. In the recent years, the company has been able to create many ads that have proved to be very high profile along with social messages. Some contests like the “Create Dunkin’s Next Donut” have kept the awareness alive in the promotional market. The success of its promotional strategy should be given to its fan base that is always in the middle of most advertisements through various activities. The company keeps in touch with its loyal fans through Twitter and Facebook and through various other promotional activities.

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Dunkin Donuts SWOT Analysis | USP & Competitors | BrandGuide

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SWOT Analysis of Dunkin Donuts with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Dunkin Donuts

Parent Company

Dunkin Donuts

Category

Fast Food Eating Joints

Sector

Food and Beverages

Tagline/ Slogan

America runs on Dunkin; You 'Kin Do It; Sounds Good, Tastes Even Better

USP

Americas most popular joint for coffee, donuts and other baked items

Dunkin Donuts STP

Segment

People looking to have western style breakfast and coffee

Target Group

Middle and upper middle class people and families

Positioning

A place offering good quality and fresh donuts and other baked items along with coffee

Dunkin Donuts SWOT Analysis

Strengths

1. Dunkin Donuts has a strong Brand name, recognized world over2. Brand loyalty amongst customers3. Over 1000 varieties of doughnuts are offered by Dunkin Donuts4. Dunkin Donuts is popular for a number of bakery products like pastries, bagels, muffins, biscuits, etc. and hot beverages like coffee, tea

5. Ideal place for having breakfast and coffee

6. Innovative ways to retain customers by issuing coupons and discounts

7. Worlwide chain of Dunkin Donuts franchisees total to more than 10,000+ locations across 30+ countries

8. One of the most experienced in the industry

9. Association with major sports teams

10. Dunkin Donuts has effective marketing and advertising strategies

Weaknesses

1. Competition from other international snacking joints means limited market share growth for Dunkin Donuts2. Rift with the franchisee owners and numerous instances of suing them

Opportunities

1.Dunkin Donuts can increase its presence in newer countries and regions of the world2.To introduce low calorie snacks3.Increase in disposable income of people in developing countries

4.Increase its reach through effective online marketing can boost Dunkin Donuts' sales

Threats

1.People moving to healthier ways of eating2.Competition even from local cafes and bakeries can affect business of Dunkin Donuts3.Increase in the cost of raw materials

4.Difficult to change the snacking habits of people in certain countries like India and China

Competition

Competitors

1. Mad over Donuts2. McDonalds3. Starbucks

The table above concludes the Dunkin Donuts SWOT analysis along with its marketing and brand parameters.

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Dunkin' Donuts Manager - Job Description & Salary

Dunkin’ Donuts Manager Job Description & Interview

Job Description and Duties A Dunkin’ Donuts manager carries responsibility for all aspects of store operations. Key areas of responsibility include labor management, daily operations, and customer care. Labor management duties include hiring and training associates, creating work schedules, delegating work, and evaluating employee performance. To regulate daily operations, managers file paperwork, analyze weekly sales numbers, order supplies, and perform opening or closing duties. Customer care duties include greeting customers, providing prompt and helpful services, and handling customer complaints in a professional manager. Managers must ensure employees provide except customer care, as well.

Salary and Compensation Pay scales for Dunkin’ Donuts managers vary greatly. Location, experience level, and duration with the company may affect the pay rate for a Dunkin’ Donuts manager. The salary for a Dunkin’ Donuts manager typically ranges from $30k to $50k a year. Managers may also earn lucrative job benefits with the donut shop chain. Dunkin’ Donuts manager benefits packages may include 401(k) retirement plans, medical and dental coverage, basic life insurance, and paid time off.

Dunkin’ Donuts Shift Leader Interview Video

Video Transcript

Interviewer: Please describe your job title and primary duties.Dunkin’ Donuts Shift Leader: I started as a career member at Dunkin’ Donuts / Baskin-Robbins in Cincinnati, OH. I was promoted to a night shift manager my second year into the job. I was a night shift manager for over three years.

Interviewer: Please describe a typical day as an employee.Dunkin’ Donuts Shift Leader: I was a night shift manager. We already had the donuts out – we just had more food because Dunkin’ Donuts makes the food and Baskin-Robbins the ice cream. We had to make sandwiches. I worked from three to 10, so dinner time we made sandwiches for the customers. Past seven, it’s ice cream time for people to eat ice cream. At the location I was at, it was a small one, so we were only two people. We were responsible for making donuts, making food, also the dining room cleaning, mopping, vacuuming, and other sanitary duties on the job.

Interviewer: How would you describe the application and interview process?Dunkin’ Donuts Shift Leader: I saw the sign on the billboard while I was driving. I applied when I was 15. The interview process was not formal. I didn’t have to dress up. It might be different for anywhere else. I was told not to dress up. I just went in. It was pretty straightforward, no complicated leadership questions. When are you available and your character. It was pretty not formal as in other jobs.

Interviewer: What other advice would you give to a job seeker looking to gain employment?Dunkin’ Donuts Shift Leader: Definitely be aware of the business. Know that Baskin-Robbins is an ice cream store and Dunkin’ Donuts is a donut store. It’s a combined store and you have to do both of them. Especially at the smaller joints, you do both ice cream and donuts. So, be aware of the situation you’re going into. Be ready to scoop ice cream because your hand will get tired and you will complain. You do get free donuts on the job, so be aware of the weight. You probably will get fat. Ours was free donuts and ice cream, so we just had to eat every day. For Dunkin’ Donuts, it’s coffee so your memorization and your relevance to the customer has to be really strong. They will say, “I want a coolatta, extra whipped cream, hold espresso, hold cream,” and you’ll have to memorize it. Also, be more comfortable with your customers. Unlike other chains, Dunkin’ Donuts is a more personal one. When they come in the morning, I have regulars and I have their coffee ready. It makes the experience better once you relate to the customers. Memorize the order. You don’t have to memorize the complicated ones, just one or two. When they come in, just makes it feel like a better environment.

Apply Online: Dunkin' Donuts Application Online

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Dunkin' Donuts Cashier - Job Description & Salary

Dunkin’ Donuts Cashier Job Description & Interview

Job Description and Duties An entry-level job, the position of Dunkin’ Donuts cashier assumes several job duties. Cashier primary responsibilities include operating cash registers, greeting customers, taking food and drink orders, and completing transactions. Dunkin’ Donuts cashiers also regularly clean work stations, brew and grind coffee, restock cups and food items, and assist bakers. Cashiers work on foot for long periods of time. Applicants should possess excellent verbal communication skills and basic computer and mathematics skills. Dunkin’ Donuts managers train new-hire cashiers on cash register operations and basic protocol. Training typically lasts a week or two and involves verbal and visual demonstration. Minimum age requirements for employment consideration with Dunkin’ Donuts fall at 16 years of age.

Salary and Compensation Dunkin’ Donuts starts cashiering associates out between $8.00 and $9.00 an hour in most cases. Experience may lead to an increase in pay. Time spent with the company could also bring salary options. Dunkin’ Donuts offers meal discounts and special offers on food and drinks to employees. In addition to meal discounts, Dunkin’ Donuts provides several work benefits to qualified associates. Eligible coffee shop workers enjoy medical, dental, and vision insurance, 401(k) retirement plans, paid time off, group rates on home and auto insurance, and access to tuition reimbursement. Job benefits eligibility may vary by Dunkin’ Donuts location.

Dunkin’ Donuts Cashier Interview Video

Video Transcript

Interviewer: Please describe your job title and primary duties.Dunkin’ Donuts Cashier: I primarily worked as a cashier. Once a week, I would have to come in and prepare the doughnuts, and make sure everything was stocked, and that was a 5:30 shift that every employee had to do. So, that was a once a week thing. For the most part, I worked the cash register, made simple drinks while the managers typically stood in the back and made the more complicated drinks, so that way people weren’t walking away from the register, but primarily being a cashier.

Interviewer: What was the work environment like?Dunkin’ Donuts Cashier: It was really fast-paced, really busy. Normally I worked the morning, so everyone was coming in to get their morning coffee, so it’s very fast-paced. If you get stressed out really easily, it might be kind of hard, but I really enjoyed it. Everyone I worked with was really great, they were all really fun.

Interviewer: Please describe a typical day as an employee.Dunkin’ Donuts Cashier: Normally, you would get in, clock in the back, check in with the manager, and they would update you on how today’s been going so far. Then, you would check what baked goods need to be replenished. For instance, a cashier would switch off with workers at the register at that point. Then, depending on how long I worked, I would take a break, come back to the register normally.

Interviewer: How would you describe the application and interview process?Dunkin’ Donuts Cashier: It was a paper application, and you have your normal stuff, like references, where you went to school, three references, and then just basic information. Then, I headed into the manager, where I did an interview on the spot.

Interviewer: What questions did the interviewer ask during the job interview?Dunkin’ Donuts Cashier: Like I said, he gave me an interview on the spot. I had to come back the next day, and it was really simple, they asked where I worked before, how well I work with people, had I ever worked register, really basic questions. It was only about a ten minute interview. They wanted to know your availability, they wanted someone could work more than 15 hours a week. They just wanted to know if I was good with people. That was something that was really important.

Interviewer: What other advice would you give to a job seeker looking to gain employment?Dunkin’ Donuts Cashier: Take initiative when you ask for the application. When you fill it out, go in and ask for the manager, give them the application, and make it seem like you’re interested in working. Just be personable, talk, try not to be quiet, because they kind of want people who are friendly, and maybe a little outgoing.

Apply Online: Dunkin' Donuts Application Online

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