Marketing

Module 1 - The Marketing Environment – An Introduction (DATES: 8/15/10 - 8/21/10)

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1.1 Dunkin' Donuts Case Study

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Diego M Sierra

Howdoes Dunkin’ Donuts build long-term customer relationships?

In the video show us, how the company look for customer’s satisfaction, how the company get this? By selling his product cheap, having agreat quality, giving loyalty cards and making fell them want to come back for another cup of coffee. Also another good point is to be nice with the customers give them what they want and how they want.To build strong, profitable, long-term customer relationships, Dunkin’s Donuts has developed marketing strategies and plans. The firm must determine how to best create value for its chosen targetmarket. So, the firm should connect with his customers to establish and strengthen customer relationships.

1. What is Dunkin’ Donuts value proposition?

The proposition that Dunkin’ Donuts hasis based on the information presented in the video and the information and experiences gathered in the stores, evaluate how well the company’s value proposition is conveyed through its marketingcommunications. Dunkin’ Brands, which today has a portfolio of three complementary brands: Dunkin’ Donuts, Togo’s and Baskin-Robbins, has no intention of abandoning its focus on high-quality, affordablefood and beverages on the go. The company combines the strength of its brands by housing two or three in a single storefront, completely redefining the quick service experience for their clientele.2. How is Dunkin’ Donuts growing its share of customer?

Dunkin' Donuts, and by extension its franchisees, enjoys 98 percent brand awareness across the United States. It's the power of the brandthat fuels the company's success, McKee says. "We enjoy strong market share because we build customer satisfaction and loyalty and keep Dunkin' Donuts relevant to the taste of its consumers."...