Download - Fairfield Runs On Dunkin
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Michelle Cote, Catherine McIntyre, Elizabeth Ingham, Samar Coyle, Barbara Kaplan, Kristen Liu
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Agenda• Consideration Set:
Dunkin Donuts vs. Mcdonalds & Starbucks
• Research Analysis and Results: SWOT Diagram, and Perceptual Maps
• Dunkin Donuts Suggestions/ Future Endeavors
• Conclusion
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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
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Income vs. Status
Single Married
Low Income
High Income
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Income vs. Status
Single Married
Low Income
High Income
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Age vs. Gender Elderly
Male Female
Young
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Age vs. Gender Elderly
Male Female
Young
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Quality vs. Price High Quality
Low Price High Price
Low Quality
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Quality vs. Price High Quality
Low Price High Price
Low Quality
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Quality of Food vs. Beverages
High Quality Food
Poor Quality Beverages
High Quality Beverages
Drinks
Poor Quality Food
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Quality of Food vs. Beverages
High Quality Food
Poor Quality Beverages
High Quality Beverages
Drinks
Poor Quality Food
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Income vs. Age High Income
Young Elderly
Low Income
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Income vs. Age High Income
Young Elderly
Low Income
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Atmosphere vs. Cleanliness
Sanitary
Unpleasant Atmosphere
Welcoming Atmosphere
Unsanitary
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Atmosphere vs. Cleanliness
Sanitary
Unpleasant Atmosphere
Welcoming Atmosphere
Unsanitary
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Demographics/PsychographicsDunkin Donuts
• Dunkin Donuts Commercial
• Average American
• No nonsense
• Price conscious
• Baskin Robbins
(Co-branding)
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Demographics/ PsychographicsMcDonalds
McDonalds Commercial
• Inexpensive Prices
• Working class and families
• Café options
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Demographics/PsychographicsStarbucks
Starbucks Commercial
• High class
• WiFi
• Relaxing atmosphere
• Sophistication
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Future Endeavors• Focus on Leisure
• Expand product line
• Rename but maintain “Dunkin”
• Expanding target audience
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Conclusion• Consideration Set:
Dunkin Donuts vs. Mcdonalds & Starbucks
• Research Analysis and Results: SWOT Diagram, and Perceptual Maps
• Dunkin Donuts Suggestions/ Future Endeavors