DUNKIN’ DONUTS IN THAILAND:

SELLING WITH PROMOTIONS

Presented by,Nishad Kilikkottu

PGDM-IB

Introduction Dunkin Donuts is an international coffee and

doughnut retailer. Founded in 1950 Founded by William Rosenberg in Quincy,

Massachusetts. Headquartered in Canton company originally focused on doughnuts and

other baked goods over half of its business today is in coffee sales Major competitor to Starbucks and Krispy

Kreme.

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Cont.. 1990 – Allied Domecq (UK) purchases Dunkin’ Dounuts and

Create Dunkin’Brands. 2005 – Pernod Ricard, a French wine & spirits company,

purchases Allied Domecq and sells off Dunkin’ Donuts Bain Capital Partners, the Carlye Group and Thomas H.

Lee Partners bring Dunkin’ Brands back the United States at a cost of $2.4 billion

The company has more than 10,000 locations in 32 countries worldwide.

which include more than 6,700 Dunkin’ Donuts locations throughout the United States and more than 3000 international locations.

Nearly all of Dunkin' Donuts locations are franchisee owned and operated.

In the United States, Dunkin' Donuts is sometimes paired with Baskin-Robbins ice cream shops.

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Products Dunkin’ Donuts’ products are consumer shopping

goods Consumers must spend some purchasing effort Majority of products are only available in Dunkin’

Donuts shops The various products are:

Drinks Frozen Beverages Hot Beverages Iced Beverages

Food Bakery Sandwiches

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Dunkin Donuts (Thailand) Dunkin’ Donuts commenced operations

Thailand with its first shop at Siam Square in 1981.

Currently, there are more than 200 Dunkin’ Donuts shops throughout Thailand which cater to over 30,000 customers a day.

Dunkin’ Donuts is a recognised and popular brand which has won a number of awards through the years.

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Cont..

Awards Best Company Award from the Ministry of Commerce in

1989 Challenge of Excellence Award from Allied Domecq

Retailing International, the UK in 1997. Awarded by International Marketing Expert Prof Philip

Kotler from Ministry of Northwestern, USA for the ‘Love Moms’ marketing campaign in 2000 and 2001.

Business Transformation Asia-Pacific Award from Dunkin’ Donuts International in 2005

Dunkin’ Donuts Brand Franchised and Enterprise Awards International Partner of the Year in 2008.

The Most Impressive Shop & Restaurant Award from Suvarnabhumi Airport in 2009

The Best Brand Dedication of the Year Award in 2010

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case… The case talks about promotion

activities done by company in Thailand. Dunkin’ Donuts now operates about 130

shops in Thailand. serve more than 300,000 customers

each week “Longest Love Message to Moms”-

promotion to coincide with the birthday of Thailand’s queen mother .

5 week promotion - Thai's - invited to outlets – special special vinyl banner

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Cont.. Purchase was not required Objectives

to increase market share in Thailand by 2% and to increase brand loyalty teenagers and young adults

aged 15 to 25 years.

Invited popular young Thai actors to sign a banner at flagship store in Bangkok.

Posters displayed in each store. Distributed 100,000 leaflets offered a “Millennium Moms” with prizes Grand prize winner: hosts for a company-

sponsored lunch for underprivileged children.

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Thailand’s PM signed a banner. 2000 banners with 5000 love messages Carried by 100’s of employees in national

parade honoring the queen mother’s birthday. Spend $14000: packaging, PR, banners and

prizes Sold 200,000 “Millennium Moms $373,000 of additional donut sales campaign was featured on every major TV

channel in Thailand Market share in donuts increased from 67% to

71%

Cont..

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What other measures of success for the Thai sales promotion described in this case is

appropriate for Dunkin’ Donuts to assess?

Respect towards elders or authoritative figure.

People considered Dunkin Donuts as a hang out place than an eatery

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Bibliography http://

en.wikipedia.org/wiki/Dunkin%27_Donuts.

http://www.dunkindonuts.co.th/index.php?option=com_content&view=article&id=21&Itemid=16&lang=en.

http://www.dunkindonuts.com/content/dunkindonuts/en.html.

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