Dunkin Donuts

Case Study # 116748

Business > Companies
Business > Marketing

Dunkin Donuts

A look at the successful marketing strategy of Dunkin Donuts.

2,638 words () | 4 sources | MLA | 2009 United States

Paper Summary:

This paper relates that, since they began in 1950, Dunkin' Donuts has had quite a successful marketing approach and, over the years, the company's marketing mix and advertising strategies have been adapted to meet changing times, consumer trends and growth of the coffee industry. In particular, the paper describes how, by relying on the 4 P's (product, price, place and promotion) of the marketing mix, Dunkin' Donuts has remained glorious, and even prospered, amidst the grind of the new fangled coffee houses and chains that emerged during the 1990s.

From the Paper:

"At the crux of the marketing is that Dunkin' offers ease for consumers wanting a great, hot cup of coffee and fluffy donut before starting their busy days. At first, Dunkin' offered the simple appeal of a coffee shop--a place to sit and have a cup of coffee and a treat with friends. The main focus was on the product, their donuts...those delicious, hot, round treats! The concept of the donut alone has been marketed and uniquely shaped under the Dunkin' umbrella. It went from a simple glazed donut to an entire package of offerings such as a basket of munchkins, to huge cinnamon buns and others with a host of colored glazes and sprinkles. The marketing of the donut and the company's products helped propel the little donut shop in MA to a worldwide phenomenon. Consumers were not just invited to sit down and enjoy a donut and coffee; they were encouraged to buy donuts for their entire office, families and for their social events. "

Sample of Sources Used:

Dunkin' Donuts website (December, 2008)<https://www.dunkindonuts.com/aboutus/company/adqsr/Default.aspx?Section=compa>
NetMBA.com Internet Center for Management and Business Administration, Inc. Copyright 2002-2007 (December, 2008)<http://www.netmba.com/marketing/mix/>
Business Week. "A Java Jolt for Dunkin' Donuts." William C. Symonds, David Kiley and Stanley Holmes. (December 20, 2004)<http://www.businessweek.com/magazine/content/04_51/b3913090.htm>
Fast Company "Dunkin Donuts - Reinventing America's Cup of Coffee." Peter Hoy. (October 2006)<http://www.fastcompany.com/articles/2006/10/dunkin.html>