Introduction DUNKIN DONUTS is an

international doughnut and coffee retailer founded in 1950 in Quincy, Massachusetts by William Rosenberg. It is now headquartered in Canton, Massachusetts. Despite originally focusing on donuts and other baked goods, over half of Dunkin' Donuts business today is in coffee

Type Wholly owned subsidiary

Industry Food and Beverage

Founded 1950

Founder William Rosenberg

Headquarters 130 Royall StreetCanton, Massachusetts, U.S.

Area served Worldwide

Products Doughnuts • Coffee • Bagels

Website DunkinDonuts.com

About the business Dunkin' Donuts is in the hot

regular/decaf/flavored coffee, iced coffee, donut, bagel and muffin categories. Dunkin' Donuts has earned the No. 1 ranking for customer loyalty in the coffee category by Brand Keys for five years running. The company has more than 9,700 restaurants in 31 countries worldwide. In 2010, Dunkin' Donuts' global system-wide sales totaled $6 billion.

What the Dunkin’ Donuts doing to enter in Indian market

Dunkin’ Donuts, is continuing its steady expansion around the globe, announcing today that the company has signed an agreement with Jubilant FoodWorks Ltd. to enter the Indian market. The master franchise agreement calls for Jubilant FoodWorks to develop, sub-franchise, and operate more than 500 Dunkin’ Donuts restaurants throughout India over the next 15 years. The first Dunkin’ Donuts locations are expected to open by early 2012. The Agreement marks the largest international store development commitment in Dunkin’ Donuts’ history. 

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Survey:Sumit Arora Dunkin Donuts is where I go for coffee, or breakfast

to go. Their doughnuts are nationally at the top, with only one major competitor. And the coffee is much lower priced than Starbucks, and less acidic/bitter. The coffee will sell here , and reach even people who usually wouldn't go to a coffee day, because of the price. The doughnuts are also inexpensive comparatively , and since Indians by in large have such a sweet tooth, I have no doubt they won't have a problem selling. MUCH better than any doughnut available in India , and a hell of a lot more variety.

CompetitorsBig competitors are: Café coffee day Barista Costa coffeePotential threats from the local sweet and bakery shops which are already popular for their traditional Indian sweets

STPSegmentation

HIGH CLASS

MIDDLECLASS

Lower class

Employees

Students

kids

TARGETING

TOPCLASS

MIDDLE CLASS

Employees

Students

POSITIONING

• Brand name• High quality• Very good services• Low price

Strategies outlets in metros Outlet near colleges and offices. Introducing a hangout place to attract

youngsters. Introducing some local flavors while

making donuts, tea, coffee and sandwiches but still maintaining the western look and culture.

Cont… Drinks should include fresh fruit juices,

smoothies. Teas may include the popular flavors. Donuts, muffins and pies may be

presented in local flavors like coconut and cream, mango, apple, rose, raisins, cinnamon etc.

Cont… Apart from serving breakfast sandwiches, they

can also serve scrambled eggs, vegetable egg omelet's etc. which are much preferable and healthier options

Menu Should include more choices of veggies in wraps and sandwiches to meet the needs and tastes of the vegetarian population

Basically we try to set the menu according to Indian environment and we continuously review our menu and keep on changing acc. to needs…

4 p’s

product

price

place

Promotion

PRODUCTo POPULAR WESTERN DRINKSo CONCENTRATION ON

ESPRESSO,COFFEE AND TEAo PASTERIESo SANDWICHESo WITH NO PORK OR BEEF AND ALSO

VEGETARIAN

PRICE

Minimum price as compared to competitors

PLACE

First in metro cities Near colleges, universities Near big organizations

Advertisement and Promotion Ads on TV. Like donut coffee Newspapers Internet Tie-ups DD cards Campaigning