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7.30.2010

DD Background

Dunkin’ Donuts products served fast, fresh and with a friendly smile to keep you running wherever you go” (DD's Web)

Mr. William Rosenberg
Dunkin’ Donuts – the well known doughnut, furthermore, it is now the huge coffee and baked goods chain in the world. In addition, Dunkin’ Donuts is able to serve 2.7 million customers a day with 8,800 shops in all 31 countries. Dunkin’ Donuts’ abbreviation is DD as well as is held by Dunkin’ Brands Inc.

Mr. William Rosenberg – Dunkin’ Donuts’ founder. Before DD is the well known brand in this globe nowadays, there were various circumstances that had made him tired.

In 1946 - He began to spend $5000 establishing his shop with Industrial Luncheon Services, a corporate where sales many meals and also coffee to customers who be in the suburb of Boston, Massachusetts in USA. His first store’s name was the “Open Kettle”, and then it was changed to Dunkin’ Donuts in 1950.

In 1955 to 1970 – His first franchise was signed as well as had the administration in Worcester, Massachusetts. He continually worked hard to expand his store in anywhere such as Japan and a numerous of universities.

In 1980 to current year – The biggest Dunkin’ Donuts shop opened in Thailand with 130 seats. Moreover, DD had been creating the campaign on television since 1982. Afterwards, DD have developed and also introduce loads of new product to the world. By way of at the present time, DD have served the customers for over 50 years.

Rationale < Why this brand?? >

The Happiness with Dunkin' Donuts



There’re plentiful and different reasons that be influential me selecting this brand to analyze in my delicious blog. If I choose the brand which I don’t like, surely, I’ll not be happy to work with it. Therefore, the goodness is my first reason that inspires me happily work with Dunkin’ Donuts.

Certainly, DD is the brand which involves a number of doughnuts, coffee, and various beverages and so on. Likewise, I very like to eat all of them and also be interested in these beverages, so this brand is the best one of my favorite. Besides, in my country, there are numerous DD’ franchises which are very popular in the customer who like to drink coffee outside. When I passed DD shop, I like to observe all of workers because their actions always attract the customer to walk in and buy their products happily especially me. I usually buy to eat at my house, unbelievable, the product still be fresh although I spend a long time to go to my house. From my observations, I would like to know why this brand is very famous in my country.

All in all, the reasons above cause me interested in this brand especially how to manage and develop the brand and also increasing the product lines. In addition, I’d like to know DD’s background as well because I require being a part of this brand thoroughly. Hopefully, this brand’s history could inspire me to be a good businessman in the future.



DD Product Strategy

“Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores. ” (William Rosenberg, 1950)

The philosophy above is the best inspiration which Mr. William Rosenberg, the founder of Dunkin’ Donuts, had given to simply use in the DD’s various product. Moreover, it still be hold in the commerce of DD nowadays although Mr. Rosenberg isn’t alive at this time. We continually adapt this philosophy with our products along with our services. In particular, DD is now the biggest chain in coffee and baked-foods in the world. This impressive signal shows that our brand doesn’t break to develop our brand to build our customer be happy.

 DD Product Lines
 


At the beginning of DD, we firstly served only a cup of coffee with a doughnut. The time leisurely passed as DD quickly formulate numerous products to compete with others and also to politely serve new tastes to our drinkers as well as our eaters. Therefore, the new lines of our products have a lot of flavors. For instant, baked bagel – be introduced in 1996, the year later – the breakfast sandwiches were also introduced and so on. Nowadays, DD has more than 1000 varieties of products.

These are 6 groups of our menu;
- Baked Goods ->> Donuts, Bagels, Muffins, Cookies, Danish pastry, Brownies, Cinnamon Twists and Bagel twist.
- Breakfast Sandwiches ->> Egg and cheese, Egg and cheese with ham, bacon or sausage, Supreme omelette, Ham and cheese, Hash browns
- Oven Toasted Items ->> Flatbread sandwiches
- Coffee ->> Bulk Coffee, Espresso, Cappuccino, Lattes, Iced Coffee
- Hot Beverages->> Hot chocolate, Tea, Vanilla Chai, White Hot Chocolate, Dunkaccino
- Cold beverages ->> Coolattas, Iced teas, Smoothies

 DD Logo
At last, there were different DD logos, and then we always thought of the logo which be significant and also influential the customer to remember our brand. Hence, we faithfully present our new logo to the business world. This new logo has both pink and orange font colors, nevertheless, the lovely cup is introduced first to make the customer easily memorize it. Now, this new special logo is disclosing around the world.
The Current Dunkin’ Donuts LOGO
The 60th anniversary LOGO
The original Dunkin’ Donuts LOGO
in Quincy, Massachusetts

 DD Target Group


In 2004, there was a study of Dunkin’ Donuts customer. According to this investigation, the DD customer is the people hardly make their diary by coffee. Hence, our brand is somewhat suitable with the people on-the-go, the people who take their life seriously, and have no time to make food by themselves as it will cause them more serious.

Surely, people who are our buyers normally like to drink and also be enjoyable to eat before they go on their day. Simply, our patron is the middle class around 18-45 years and has the income approximately $40,000-$100,000 annually.

 DD Positioning (Unique Selling Point)

Quick quality
Ordinarily human life whoever need to eat for being alive, in the same way, they can select the food by their own. Not only they choose the food, but they also think of their benefit as well. There’re many kind of food, furthermore, some food may be useless. Therefore, this appropriate time has inspired all of us as Dunkin’ Donuts must hand to our eater with much valuable food.

According to our products, coffee, baked foods, beverages etc, we willingly serve our audiences with the special meal. Unavoidably, they will be served with the quick time and also quick quality. If we couldn’t serve a cup of coffee within 18 minutes, we courteously brew it new with the fresh. In addition, we always realize with every ingredient by choosing the best quality for our participant.

In the current year, we confidently present our product with freshly ground, freshly brewed and freshly served. Hopefully, our drinker will appreciate us as your best food.

 Key Successful Factors related to the Product
The success of Dunkin’ Donuts – Interestingly, the man whose name is William Rosenberg could establish his dream be done, and still be popular in the doughnut circle as well. However, before this success, DD had been crushed by several disturbances. For instant, how to make the best product, what a significant factor that makes the customer impressive is, how to increase the number of branches, and so on. These issues cause the inspiration to our manager thinking the ways to make our brand have the success.

The regulations below are the influences which build DD up and also make the success to the company.

1.) Up-to-date equipment and technology – we very focus on these two things as the customer will rely our products depend on the equipment which be used to continually cook the best food to our customer. Moreover, we always modernize our store to be fashionable every time also.
2.) Be fastidious in culinary – before the time to serve, all of fresh foods must be dressed it up by the chef who have passed any contest and either be the winner or get any awards to be firm with our customer. Besides, our chefs also create any creative menu to serve the best flavor to our customer.
3.) Be sure to understand who our customer is – almost of customer is the loyal customer. Surely, we have to give them impressive to continually consume our doughnut a long time.
4.) Be unique – we have to consider how to differ with others. Our difference is whenever the customers drink our coffee or even eat our doughnut, they will have the energy to run in their duties all day. As for DD’s slogan “America runs on Dunkin”
5.) To see the customer as important – we become aware of the customer behavior or every comment because all of these comments cause DD be developed. In particular, we always stress the customer in the store as they must participate in the manager or our officers. Therefore, the benefits effect to our brand and also run on every time as much as we can.
6.) Always think long term – we surely comprehend our customer behavior and also concentrate to response their need as long as possible. Any feedback from the customer could influence to push DD runs on.

 Branding (What is a significant branding strategy?)

A significant branding strategy – Since 1950, DD continually runs our brand on, furthermore, we always improve our store be familiar with nowadays. As Dunkin’ Donuts is the global brand which serve the special menu to the customer with fresh and also extremely guarantee the quality to the consumer.

Our product is well-known especially fresh quality, this guarantee have caused the customer be loyalty with our brand. As for the real situation in nowadays, almost customer is the businessman who begins their day with our coffee, therefore, our one significance is quickness because we understand the customer well, no one wants to wait for a long time. Therefore, we always focus on the time within 18 minutes then our product will be served to the customer quickly and softly. Nevertheless, we usually oversee to create the new menu, this cause influences the customer be interested in our beneficial product lines. Not only the new creation but the modern technology can effects to the customer know our product well and also rely with DD brand.

All in all, our loyalty customer believes with our brand standing then it could influence the brand be credible. Nowadays, Dunkin Donuts has approximately 8,800 stores around the world. However, we always run us on every time, as for our slogan American runs on Dunkin (2007).

“While coffee and donuts are core to our business, neither stands alone” (Ken Kimmel)

DD Promotion Strategy

You Kin Do It!
In the current year, there are many ways to promote the brand be well-known. Several questions are commonly requested and be needed by every businessman such as how to establish the brand be famous, how to increase the brand’s income and so on. In essence, every brand have to has the real point to stand strongly about what the brand’s purpose is.

Key promotion strategies of Dunkin’ Donuts – Our promotion strategy especially advertising is focused on the income growth. Importantly, the customer is stressed to be a part of our strategy. All of their reaction strongly influence to our growth toward our future. By the way, our promotion strategy consists of following types:
1.)    Outdoor Advertising We persuade the audient by using bright fonts with attractive phrases on the billboard. This method aims for everyone who is driving and wants to eat a quick bite, then they are attracted by DD billboards especially the coffee drinkers.]
2.)    Newspaper – We stress to publish our advertising on the national newspaper we’ll get the reaching from our target. Importantly, we extremely put the full color on it because of its attraction.
3.)    Radio – we use the radio spot that is generally 15-30 seconds to attract and contact with everyone who is free and always listen to radio. Sometimes, the working person is stopped by DD on airs.
4.)    Television – We commonly use both cable television and network television because we think this way can furnish the high ratings. Moreover, this way can convince any audience be interested in and also expand our possible shoppers.
5.)    Punch Card – this special method, we proudly to give to our drinker. Moreover, we inspire our customer to come back again.
6.)    Website – According to the modernism in now, we use this way to promote and also investigate the customer behavior because our website is put any ideas to share such facebook or twitter.

“You ‘Kin Do It!” campaign analysis

Example of You Kin Do It! Advertising

This huge campaign was created by Boston-based Hill Holiday.
First shot that I’ve watched this motivational campaign presenting the strong message to influence the audiences feel good to do anything. This campaign also shows DD’s spirit and understanding what the audiences need to adapt in their real life especially to begin the day. Moreover, this campaign also shoots some shot in the last to make the customer feels free to pay a little budget continually making their work be finished. Only not too much money can effect to their works be successful.
Importantly, I think, this ad is balancing both attitude and also outcome to build the customer feel fair when consuming DD product. On the other hand, the campaign has been cheering on everyday that people who run on their works. In the marketing, this ad attract the customer who is working hard then DD proudly serve our menu with the cheap price, moreover, easily to get it because it is around you.

DD Reflections

"A time to reflect all of components which make me be beneficial to finish this unforgettable project."

 First of all, I’d like to indicate about how to do my blog because a numerous problems which I have faced effect me when continually do it. According to my abilities, I rather have no any good creation and ability in Photoshop program, however, I have tired to do my best and also consult with Weereeya because of her creative capabilities. She helps me to create my blog as well as teach some methods in using Photoshop program. This is the good time that I want to say THANK YOU VERY MOUCH to Weereeya (a brand manger of Apple)

Secondly, I proudly give my opinion with my brand. For DD brand, I’m very happy to study about its information. Although I sometimes find the data very hard as the data that I’ve found was not my wants. I usually analyzed its information in my own words then. Now, I have the new knowledge about DD brand that I’ve never known before, furthermore, it helps me to have ideas in business also.

Thirdly, this is the last that I extremely want to reflect to her (Boss Gob), she is my teacher who is the businessman because she always asks students’ opinion to do any activities. Her teaching makes all of us be active to find out any new knowledge to participate her activities. Finally, I would like to say Thank You Boss Gob that inspires me by the business method. I’ll continually use the business class to be adapted in my life in the future.

DD References

http://news.dunkindonuts.com/press_file.cfm?presskit_id=2
http://en.wikipedia.org/wiki/Dunkin'_Donuts
https://www.dunkindonuts.com/aboutus/company/Global.aspx
https://www.dunkindonuts.com/aboutus/company/
https://www.dunkindonuts.com/aboutus/press/PressRelease.aspx?viewtype=archive&id=58
http://www.doobybrain.com/2007/10/21/dunkin-donuts-press-images-almost-like-eating-the-real-thing/
http://www.underconsideration.com/brandnew/archives/dunkie_drinks_dunkins_coffee.php
http://www.superhypeblog.com/2010/06/29/how-dunkin-donuts-keeps-its-customers-happy/
http://racompton.asp.radford.edu/Dunkin_Donuts_Plan.pdf
https://www.dunkindonuts.com/aboutus/company/Founder.aspx

7.01.2010

Week 6 " The LAST JOURNAL with The BEST MEMORY "

Hard Working Never Kill Us
(Boss Gob)


Beginning this class with the questioning activity, in my humble opinion, this activity was too hard because I had to change the words in my thought to be polite. Nowadays, numerous situations cause the speaker has to control feelings by using the polite words to continually negotiate. That’s why, many businessmen could manage their companies be successful although there’re various troubles. From this useful activity has influenced me should be careful when the time to speak especially negotiation. By the way, Aj.G told the guideline for the midterm exam, there will be only four items but all of them are the comprehension test, not the remembered test. I was afraid of the examination as I have to prepare myself to understand about the business. In addition, the product strategy of Dunkin’ Donuts will be in the test also.

The very fun activities, today, we had the special shows in the classroom. My classmates and also me were very excited with these shows especially me because I was afraid and worry with my show. However, I did my best and also my members. Today, I was very very happy with our shows also our classmates’ shows.