Week 8 - America runs on Dunkin

One of my favorite companies is Dunkin Donuts.  Growing up and working in Connecticut it’s hard to avoid them.  Dunkin Donuts is one of the most successful companies in America, and I believe they do a great job of managing their marketing mix.

Dunkin’s target audience is anyone “on the go”.  This definition targets a lot of people who occasionally or always find themselves in a situation where Dunkin Donuts can add value to their situation.  On the go could mean the typical person going to work every day, it could be the person bringing breakfast to Church, or the shopper on the go who needs an afternoon pick me up.  All of these people have a need for coffee or a quick breakfast.  Either way, Dunkin Donuts will get them what they need and fast!

Dunkin Donuts satisfies their on the go customers with many different products.  Dunkin Donut’s primary product offering is coffee and donuts, which create a caffeinated and sugary cocktail that could jumpstart anyone’s morning.  But over the years Dunkin has broadened their menu with espresso drinks and breakfast sandwiches to meet the more diverse tastes of their customer base.  Dunkin also offers products to customers in the afternoon.  In addition to coffee all day, they have ice teas and lunch sandwiches.  Dunkin also has product packaging that caters to large groups making it easy for someone to stop in and buy breakfast for the office.

Dunkin Donuts utilizes price and place to enhance the value of their offering.  Customers, who are on the go, are already stressed or have some type of burden.  So Dunkin creates an easy, low cost experience for these busy individuals.  Dunkin does this by having many locations spread out across high traffic areas.  Particularly in the North East, you can’t turn around without walking into a Dunkin Donuts.  Dunkin is always “on the way” to where you’re going, and you typically do not have to hunt for a Dunkin Donuts.  The second thing they offer is a low cost experience.  Dunkin offers low cost coffees and low cost combo meals if you choose to add some type of food to your beverage.  Compared to Starbucks, you can’t get a coffee and food for the same cost of an espresso drink.  Dunkin Donuts are easy to find and do not put a big dent in your wallet, so you never think twice about stopping in one.

Dunkin’s latest communication strategy has relied on the “America runs on Dunkin” theme.  This theme ties in the other elements of their product mix perfectly.  America RUNS on Dunkin is perfectly targeted at individuals on the go.  Dunkin identifies itself as the fuel that America runs on.  An essential ingredient to any trip!  To communicate this message Dunkin uses TV ads (showing people on the go), radio ads (in the cars of people on the go), billboards (targeting on the go commuters) and web / email advertising that people on the go can use to get coupons and new product information.