Fairfield Runs On Dunkin
20
Michelle Cote, Catherine McIntyre, Elizabeth Ingham, Samar Coyle, Barbara Kaplan, Kristen Liu
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This is a presentation on Dunkin Donuts and their main competitors, Starbucks and McDonald's that my group and I presented my junior year of college in 2010 for my Marketing 101 course. Our goals were to introduce a new product or service that would increase potential revenue for our company.
Transcript of Fairfield Runs On Dunkin
Michelle Cote, Catherine McIntyre, Elizabeth Ingham, Samar Coyle, Barbara Kaplan, Kristen Liu
Agenda• Consideration Set:
Dunkin Donuts vs. Mcdonalds & Starbucks
• Research Analysis and Results: SWOT Diagram, and Perceptual Maps
• Dunkin Donuts Suggestions/ Future Endeavors
• Conclusion
S W O T
Reasonable prices
Good quality products
Popularity-brand recognition
Expanding menu to include lunch options
Quick service
Rushed atmosphere
No comfortable seating area
Limited drive thru’s
Wi-Fi More comfortable
sitting area Expand across the
country Sell fair trade coffee
products
Nation wide popularity of Starbucks/
McDonalds Customer loyalty to
Starbucks Popularity of
Starbucks among business men/women
High quality products
Comfortable atmosphere (sitting area/soothing music)
Fair trade coffee
High prices Markets heavily to
upper class Low variety of
food Not all wi-fi is free
Market to younger users
Expand menu options More drive thru’s
Low prices of competitors
Extensive menu’s of competitors (specifically McDonalds)
Low prices Drive thru Family friendly
(play place) Wi-Fi Global company Newman’s Own Brand Coffee
Quality of food Cleanliness Unwelcoming
atmosphere for non-families
Service quality
Better music in background
Slower pace Lounge area Setting
“Family” stereotype Quality of
competitors Brand isn’t
associated with coffee
Income vs. Status
Single Married
Low Income
High Income
Income vs. Status
Single Married
Low Income
High Income
Age vs. Gender Elderly
Male Female
Young
Age vs. Gender Elderly
Male Female
Young
Quality vs. Price High Quality
Low Price High Price
Low Quality
Quality vs. Price High Quality
Low Price High Price
Low Quality
Quality of Food vs. Beverages
High Quality Food
Poor Quality Beverages
High Quality Beverages
Drinks
Poor Quality Food
Quality of Food vs. Beverages
High Quality Food
Poor Quality Beverages
High Quality Beverages
Drinks
Poor Quality Food
Income vs. Age High Income
Young Elderly
Low Income
Income vs. Age High Income
Young Elderly
Low Income
Atmosphere vs. Cleanliness
Sanitary
Unpleasant Atmosphere
Welcoming Atmosphere
Unsanitary
Atmosphere vs. Cleanliness
Sanitary
Unpleasant Atmosphere
Welcoming Atmosphere
Unsanitary
Demographics/PsychographicsDunkin Donuts
• Dunkin Donuts Commercial
• Average American
• No nonsense
• Price conscious
• Baskin Robbins
(Co-branding)
Demographics/ PsychographicsMcDonalds
McDonalds Commercial
• Inexpensive Prices
• Working class and families
• Café options
Demographics/PsychographicsStarbucks
Starbucks Commercial
• High class
• WiFi
• Relaxing atmosphere
• Sophistication
Future Endeavors• Focus on Leisure
• Expand product line
• Rename but maintain “Dunkin”
• Expanding target audience
Conclusion• Consideration Set:
Dunkin Donuts vs. Mcdonalds & Starbucks
• Research Analysis and Results: SWOT Diagram, and Perceptual Maps
• Dunkin Donuts Suggestions/ Future Endeavors
