Dunkin Donuts Marketing

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Marketing
Market segmentation plays a major role in the ability of the company in question to be in a position to drive the products and services through the market. The marketing ventures of any company are based on research relative to the exact segment that the company should target. It is not possible to sell a product to all the people in any given population. As such segmentation helps the marketing teams, to focus on population segments that are likely to maximize the revenue and effort returns from the market penetration strategies.
In the case of Dunkin’ Donuts’ their approach is quite brilliant and well-orchestrated. Relative to the fact that, there is a large population that would just want to have a decent cup of coffee at a fair price without compromising on quality, taste and service, the company’s approach is a winning strategy. There are more people that would want to buy coffee at decent prices than those that would want to spend a fortune on coffee. Dunkin’s approach is directed at everyday customer, who do not care much for the hype associated with coffee shops, much like is the case with the Starbucks customers. The customers in this case are people that work in white collar, blue collar jobs with middle incomes and of all races, age and wide range of income demographic. This is a very wide array of customers which could explain why the chain of restaurants has been breaking ranks over the years. The main base for the segmentation is the income of the customers. Most of the customers that come to the Dunkin’s stores are in the middle income levels as the restaurant offers quality at a fair price. The other segmentation, is associated with clients that are not so much moved by hype over service and quality. The simplistic nature of the Dunkin’s stores is appealing to a certain segment of people that do not want to keep looking for space relative to the many customers who have brought their laptops to the store. This means that the segment is highly cautious of the need to just walk into a store be assured of a hustle free coffee and peace of mind.
When reviewing the two segment markets that are targeted by either of the restaurant chains, there are some very interesting elements that come out. In the case of the Dunkin’s tribe, this are ordinary persons that will be clad in official to casual wear,...