dunkin’ donuts in thailand
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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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