Republic of the Philippines

CAVITE STATE UNIVERSITY

Trece Martires City Campus
235-7997 ǀ410-5247 ǀ437-0693
www.cvsu.edu.ph

Department of Management
Bachelor of Science in Business Administration Major in Marketing
Management
AY 2023-2024

Year Level: 3rd Section: 4

Group Name: Mekus Group No.: 1

Leader: Members’ Designation:

Bay, Xhiella Reea Consumer Profile
- Pacis, Bryan Jasper
- Bulan, Cindy
Company Background
• Profile and Position in the Market
- Bay, Xhiella Reea
• Segmentation, Targeting, and Positioning
- Hernandez, Jimmari Mae
- Soriano, Mark Lhevin
• Strength and Weaknesses in terms of 4Ps
- Dayna, Marklexter
- Libiran, Lindsey Anne
- Retorca, Jinky
- Torralba, Alyana Mae
• Marketing Strategies / Marketing Mix
- Domanico, Dannah Jamaica
- Domanico, Deciree France

CONSUMER PROFILE
• Everyone - Dunkin’ can be seen everywhere because we have stores at malls
and carts for outdoor places like train stations, bus stations, subdivisions, etc.
Dunkins can be seen everywhere you go.
• Families – most of the customers of Dunkin’ are parents who wants to bring
home a dessert for their kids who enjoys sweets.
• Morning Person - some customers of Dunkin' are employees and students
who mostly work or go to school in the morning wherein they don't have much
time to eat or prepare breakfast.
• Salaried Employees - Most of the time, Dunkin is one of the most considered
take away gift to their relatives. Also, Dunkin is considered as “The
Pasalubong ng Bayan”.
• Students
 • Local Businesses
As we continue to address the needs of our consumers, they also continue to be
aware of their health. Dunkin’ gives a variety of options for everyone, like coffee for
those who don't want sweets; they can just sip and relax. Dunkin diversified their menu
options for those who are health-conscious and also incorporated them into their other
products.

COMPANY BACKGROUND

Company Profile
Type of Ownership : Subsidiary
Industry : Food and Beverages
Founded : 1948; in Massachusetts, U.S.
Founder : Bill and William Rosenberg
Headquarters : Canton, Massachusetts, United States
Number of Locations : 12, 900 (2022)
Area Served : Worldwide
Products : Baked goods, Frozen beverages,
Hot beverages, Iced beverages, Sandwiches
Revenue : US $1.370 billion (2019)

Position in the Market

List of Competitors Market Share
Starbucks 35%
Dunkin’ 25%
Krispy Kreme 2%
Segmentation, Targeting, and Positioning
TARGETING
Age : All ages
Gender : Male and female
Income : Low, medium and high
Location : Urban, sub-urban, and rural
Lifestyle : Students, young professionals, families, and seniors
SEGMENTATION
• Young adults
o For young adults, they do so with advertising for its new iced coffee
drinks, such as the Dunkin' Go2 and the Dunkin' Coconut Refresher.
 Dunkin' also offers a variety of discounts and promotions to young
adults, such as its free donut for students.
• Working people
o For working people, they do advertising for their breakfast sandwiches
and snacks. Dunkin' also offers a variety of mobile ordering and
payment options to make it easy for busy professionals to get their food
and drinks quickly and conveniently.
• Families
o For families, they do advertising for its kid-friendly menu items, such as
its Munchkins donuts and its chocolate chip cookies. Dunkin' also offers
a variety of family-friendly promotions, such as its Happy Hour deals.
• Health-conscious consumers
o Dunkin' offers a range of healthier food options and caters to those who
are health-conscious and desire to consume more nutritious cuisine,
which can also be customized to their preferences.
• People of all income levels
o Dunkin' is affordable for people of all income levels. Dunkin' also offers
a variety of value-priced items, such as its Egg & Cheese on English
Muffin and its Medium Iced Coffee. So, all people who want their
product can buy it because of its affordability.
POSITIONING
Dunkins’ is a food and beverage industry focused on commitment to community
and service excellence. It provides goods directly to all their consumers, creating a
unique and delightful experience by combining reasonably priced, high-quality, and
customizable products.

Strength and Weaknesses in terms of 4Ps

STRENGTH
• Strong Reputation and Popularity (Product)
o One of the well-known, popular businesses is Dunkin. As it uses a
special, proprietary coffee mix that consumers adore for its consistent
and rich in taste cup of coffee that they can enjoy every day.
• Iconic taste
o The taste of the donuts of Dunkin is the taste that always find of many
Dunkin lovers. And even though many brands of donuts copy their
 flavors, many customers still love Dunkin Donuts, especially the
chocolate butternut and the Bavarian flavor.
• Economical Cost (Price)
o Dunkin's prices are quite affordable. The process of a corporation
having distinct rates in many nations is known as global pricing. This
tactic is applied to ensure that clients receive higher-quality goods at a
reasonable cost.
• Mall Branding (Place)
o Majority of Dunkin's locations are found in malls. Wherein they capture
customers’ and shoppers’ attention with their brand and gain more
potential customers.
• Flexible Stores (Place)
o Many Dunkin stores are placed in small places with a fresh ambiance
and good cleanliness. So, Dunkin Donuts can be built in any place, like
malls, airports, ports, etc.
• Celebrity Endorsement (Promotion)
o Paid advertising and social media influencers are two components of
Dunkin's promotional strategy. Short-term sales growth and long-term
brand awareness are both benefited by it. Marking a significant shift for
a brand, such as the launch of a new product, a move into a new market,
or a rebranding, is also quite successful.
WEAKNESSES
• Lack of Variety (Product)
o In Dunkin’s menu, there are only a small variety of choices when in
comes to beverages like Iced and Hot Coffee and as a result, their
clients spend comparatively huge amount of money at the
establishments of their major competitor, Starbucks, to try a different
beverage that cannot be seen in Dunkin.
• Limited healthy options (Product)
o Dunkin does not offer many healthy food and beverage options, which
can make it less appealing to health-conscious consumers.
• Less Revenue (Price)
o Although price reduction might occasionally be a successful tactic, still
it has its downside. It can be risky to lower your price. It may really result
in decreased profits and harm your brand and customer relations issues
could arise from it.
 • Limited Expansion (Place)
o When it comes to competing with bigger companies that control the
market, Dunkin's restricted growth may be a vulnerability. Dunkin's
efforts to expand its brand internationally and compete with more
established foreign companies may be hindered by its limited worldwide
reach.
• Lack of seating (Place)
o Some Dunkin locations do not have enough seating, which can be
inconvenient for customers who want to dine in.
• Ineffective advertising (Promotion)
o Dunkin Donuts offers a common promotional strategy that includes
using print media, internet advertisements on websites, and television
commercials to promote the brand. However, Starbucks, a rival
company, uses innovative strategies to draw in digitally registered
consumers and integrates digital interactions with them. In its stores, it
provides Wi-Fi sign-ins and mobile order services. In short, Dunkin’
shouldn’t always rely on online advertisements, but should focus more
on adding interesting stuffs in their shops that might capture the
attention of the consumers.
• Lack of social media engagement (Promotion)
o Dunkin does not have a strong social media presence in the past years
which can make it harder to connect with customers and build brand
loyalty. Consumers are highly active on social media and use it to
connect with brands and discover new products. Dunkin' could increase
its social media engagement by creating more engaging content,
interacting with customers, and running social media contests

Marketing Strategies / Marketing Mix

Product
Dunkin' Donuts has been serving double-brewed coffee using high-quality
100% Arabica beans that undergo strict quality control and testing. The company has
expanded its menu to include breakfast items such as donuts, sandwiches, bagels,
cold coffee, tea, lattes, hot chocolate, and various beverages. The menu changes
based on seasons and holidays, offering pumpkin spiced coffee for Halloween, cold
iced coffee in summer, and peppermint hot chocolate in winter. Dunkin' offers a wide
range of products, including 'Munchkins,' which come with glazes showcasing different
flavors from other countries. Dunkin' serves people from all over the world, meeting
their different preferences and tastes.

Price
Dunkin' Donuts uses a global pricing strategy with the goal of retaining existing
customers, establishing brand trust, and attracting new customers. Their prices are
adjusted to accommodate the budgets of the average customer, making their offerings
accessible to a wide range of people. To keep their menu fresh and appealing, Dunkin'
Donuts regularly offers sales and discounts, including a special holiday discount.
Dunkin' Donuts' strategic seasonal price adjustments and value proposition help them
appeal to a distinct segment of the market, attracting customers who prioritize
affordability.

Place
Dunkin’ operates a network of quick-service stores in 42 countries (Kotabe and
Helsen, 2022). They can be seen in high-traffic areas such as supermarkets, airports,
and gas stations. All of these locations are run under franchise agreements, with
Dunkin Donuts providing branding, training, and management. This allows the
corporation to pass its expansion risks to its partners, reducing their impact. However,
the majority of Dunkin' are often found in malls where its brand and location attract
customers and shoppers, increasing the number of potential customers.

Promotion
Dunkin’, like McDonald's and Starbucks, has an instantly recognizable color
palette connected with this company (Pride and Ferrell, 2019). Dunkin’ using a brightly
colored coffee cup logo. It makes the brand memorable and leaves a good impression
in the minds of the people. Print media, online ads in websites, television ads are used
to promote the brand. Dunkin' uses paid ads and social media influencers to market
its brand. This helps to increase sales in the short term and build brand awareness in
the long term. It is also effective when Dunkin' makes major changes, such as
launching a new product or rebranding. Dunkin' has worked with influencers and
celebrities to reach more people and connect with younger audiences. By using social
media and working with influencers, Dunkin' has been able to create excitement, raise
brand awareness, and build a community among its followers.