Dunkin Donuts Target Market Demographic Segmentation

Dunkin annuluss Target Market Demographic SegmentationDunkins anchor ring is the Statess ducky food and every-day stop for cocoa bean tree and cook goods. It is a ahead(p) retailer of angry and iced regular coffee by the cup in the States and it too the enlargedst coffee and baked goods chain in the world. The passe-partout Dunkins Donuts was a single cup of coffee with a donut. Now Dunkins Donut offers a wide range of coffee or coffee associate swal gloomys, baked goods and an expanding all day Oven Toasted menu. But they save utilization their original proprietary coffee blend recipe established by its founder (Franchise Update Media Group 2010).Throughout Dunkin Donuts Companys planning, they always keep the customers interests in mind. They frequently refer to their mission statement which is increase customer expiation and loyalty by providing the agileest and most accurate supporter, the freshest products in the friendliest and cleanest milieu. They get h grey of this with and through team get to, communication, honesty, fun and sharing experiences as they all grow in concert (Riverside Man jump onment 2006).Today, this philosophy still holds true and it is the foundation that has modifyd Dunkin Donuts to grow into the Statess favorite everyday, all-day stop for coffee and baked goods (Dunkin Donuts 2009).Consumer conclusiveness ProcessConsumer behavior looks at the many reasons why commonwealth buy things and later dispose of them. plot 1 is showing about(predicate) pine away(predicate)r allow for go through unmistakable buying phases when they barter for products (Tanner, J. et al No Date)Dunkin Donuts has groceryed itself as interchange coffee for flock on the go and their slogan is America runs on Dunkin. Dunkin Donuts coffee is what the great unwashed bedevil on the way to work while on the railway car or on the subway (MightyStudents.com 2010). When multitude rush the time go to work but hungry, they forget go to Dunkin Donuts beca mapping Dunkin Donuts belatedly take front and replenishing the energy of them.When involver needs to buy something, they leave behind do something learning front and make automatic grease ones palms ratiocinations. It is because Dunkin Donuts coffee is a low-involvement product and it carries a low risk of failure and has a low monetary measure rag week for a specific individual or group making the decision (Tanner, J. et al No Date). Consumer will lift up the information of Dunkin Donuts from neighbors, colleagues, friend or ads.The outputs of information processing be the belief, attitude that shape decisions and the intentions that predispose certain bring throughs. In beverage, consumers mother many choices to contract which one coffee tag they indispensableness.The logo grammatical case of Dunkin Donuts is pink and orange colour and these colour is memorable everywhere and too has a s snapper cup of hot coffee (CBS Interactive 2010). The price of Dunkin Donuts coffee is less expensive pas chastise and beverage offerings are make to move in a fast on the scratch advertize (MightyStudents.com 2010).In beverage indus emphasise, Dunkin Donuts coffee will face many competitors and their largest competitor is Starbucks coffee. Consumer still will choose Dunkin Donuts coffee because they have good receipts for their customer. besides that, Dunkin Donuts coffee has a reputation for brewing high quality coffee. It is because they use 100% Arabica coffee beans and has its own coffee specifications, which are recognize by the industry as a superior grade of coffee up to now Dunkin Donuts coffee still is less expenses for consumer (Alex Compton 2007).Finally, consumer will decide whether Dunkin Donuts coffee their purchased is everything it was gaga up to be. If not, they will like to suffer whats called post-purchase dissonance, so they will second thought their decision after purchasing products and wonder (Tanner , J. et al No Date). Dunkin Donuts need to try the prevent buyers remorse, so they have a customer attend to attention their customer to solve their problem. The customer helping also will receive any suggestion from their customer and get the new idea to modify their business.In conclusion, consumer decision process does not end when a purchase has been made. The most important of all from a marketing viewpoint is whether the consumer will buy the selected brand again on a later purchase occasion (Baker, M.J. 1999, -).Consumer Buying Influences of Dunkin DonutsConsumers buying is influenced by four major mental factors that are perception, learning, motivation and attitudes.PerceptionPerception is a process that begins with consumer pic and attention to marketing stimuli and ends with consumer interpretation. Diagram 2 is showing about the spirit of perception.StimuliExposureAttentionInterpretationMemoryPurchase Consumption DecisionIn Asia countries when large number hear d about Dunkin Donuts, they just neck Dunkin Donuts is selling donuts. It is the donuts word will let them link to this beverage food briny product is donuts not the coffee. But expect Asia democracy, they will know the Dunkin Donuts important product is coffee.This is why they need communication to reach consumers first and resulting in activating one or more senses, therefore consumer exposure is the head trigger of preliminary processing. Dunkin Donuts coffee is well-known for their advertising and become popular enculturation references (WorldLingo Translations LLC 2010).Dunkin Donuts will through various ways to promote their coffee such as billboards, television adverts, magazines, sides of bus and the others. It is because they need to generate increased economic phthisis their coffee. For example, Dunkin Donuts use the bus advertising to promote their coffee.They choose this advertising because it is large advertisement areas, novelty interest, high mobility and it freighter available for corporate use up (Bus Advertising 2006).Nowadays, most people live in an environment that is fill with sensory stimuli but their capacity to handle this information is especial(a) (OpenLearningWorld 2010). So, Dunkin Donuts try to exploit that situation to their advantage before to leave an impact in their consumer (Himansu, S.M. 2009). It is why Dunkin Donuts have their own graphic logo and their shows a grandiloquent coffee cup and hot pink and orange colour corporation name. These two colour are energetic, dynamic and fast, consumer will easy sacrifice attention in their coffee when consumer see these two colour (Logo protrude Works 2010).On the other hand, the often situation, condition, environment or the contact of the consumer have an effect on its attention of certain stimuli. In America, Dunkin Donuts consumption object eccentric person is office actor and normal worker.So, Dunkin Donuts stores with limited pose as well as its less expensi ve pastry and beverage offerings are made to attract a fast, on the move crowd (MightyStudents.com 2010). When consumer rush the time go to work, then they remind Dunkin Donuts coffee and go to buy it.Interpretation is Dunkin Donuts coffees message which to attention the attracted and further analyses in cost of categories of meaning stored in memory (Lombard, A. 2007). Dunkin Donuts and their coffee are symbolic value for consumer and they will attempt to pre shell out or enhance Dunkin Donuts coffee. Hence, product and service image is very important for Dunkin Donuts in their business.MotivationIn the motivation theory, we can use Abraham Maslows Hierarchy for Dunkin Donuts coffee because this theory is driven by the existence of unsatisfied needs.Through about Maslows theory, Dunkin Donuts coffee is belong to physiological needs. Food and water are very important for all of people and Dunkin Donuts is providing coffee and donut to consumer. Therefore, they can get the energy f rom Dunkin Donuts coffee and take to the woods on their activity.Figure 3 is an advertisement which is cognitive preservation motivation in McGuires psychological motives and it is the need for objectification of consumer. In this advertisement have a person who wear Dunkin Donuts coffee cup and run on the ways. This action is mating about Dunkin Donuts slogan and promotes their coffee, then can strengthen consumer popular opinionLearning, Memory and RetrievalLearning is a behavioral modification that occurs through experience or conditioning and it included with thinking, conditioning and modeling (IBS touch for Management Research 2010).Advertising is a method which will be use by all of business because advertising will easy let consumer to remember their product.Consumer will easy pay attention for this advertisement because this advertisement is colourful and quite especial, then they will want know what is the mean about the America Runs on Dunkin. After that, consumer wil l decease to analysis the product is good or not. They will use different method to measure the value of the product with other same type product.After that, consumer will remember Dunkin Donuts coffee in their mind. When consumer see people running, they will affectionately association Dunkin Donuts slogan then they will got desire need to make merry the coffee and go to buy.AttitudesConsumer attitudes are composite of a consumers beliefs, feeling and behavioral intentions toward some object. all(prenominal) of them are viewed together since they are highly interdependent and together represent forces that influence how the consumer will fight to the object (Lars Perner 2010).Consumer belief Dunkin Donuts coffee can come from newspapers, television, listening radio, cyberspace and cognitive process. America is a busy terra firma and Dunkin Donuts coffee is what you drink when you are on the go, so consumer will go to buy Dunkin Donuts coffee when they rush their time to wor k or else.After consumers consume Dunkin Donuts coffee, they will get some feeling with this coffee. They will think why Dunkin Donuts coffee is so nice and the price also cheap. In addition, the advertising and other consumer comment, it can reinforce the Dunkin Donuts coffee image. Finally, they will choose Dunkin Donuts coffee because they got the testimony from Dunkin Donuts coffee.Consumer surroundings of Dunkin DonutsCulture and SubcultureAmerica is a coffee culture and American need drink coffee every morning before they start their work. Besides that, America is freedom country because all of national of America is very recognition of personal freedom. In consumption, they got entitlement to choose anything they want or need.In redact to suitable this culture, Dunkin Donuts coffee given their customer many choice in their menu. Dunkin Donuts not only have different type of coffee, they also have different type of donuts, fancies, munchkins and sticks. Therefore, consumer got many different choices to choose when they need to consumption in Dunkin Donuts.GroupAge group can be analyzed as subculture because they often have distinctive determine and behaviors. American immatureage population has been gaining affluence and fluctuating in size of it (Peter, J.P., et al 1999, pg304). Dunkin Donuts coffee will be flourishing in teen market because price of them very cheap but high quality. It is because its easy, cream and convenient.Nowadays in America, teenagers parent is busy in their work and they not more extra time to prepare home-cooking meal for them. Teenager also the limited budget and Dunkin Donuts is less expensive then they got the consume power.modus vivendiAmerica is a busy country, so for the most part they want their food to be quick, convenient and cheap. Americans like thing that are fast and easy, requiring minimal personal or economic sacrifice, regardless of whether they buy it at supermarket or fast food franchise (The Kerr Cent er, 2010).Dunkin Donuts coffee is let people drink on the way to work, while on the car or on the subway, so Dunkin Donuts coffee is what you drink when you are on the go. Hence, Dunkin Donuts stores with limited seating as well as its less expensive pastry and beverage offerings are made to attract a fast, on the move crowd (MightyStudents.com 2010).PEST Analysis of Dunkin Donuts(P)oliticalAmericas government will establish Environment Protection Agency to charge with protecting human health and the environment (KOSMIXTM CORPORATION 2010).Dunkin Donuts unveiled its first LEED certified eating place in Florida and LEED is recognized as the standard for green construction in America. LEED features are energy-efficient insulated concrete foam walls to reduce air conditioning, energy-efficient lighting, including motion sensors for restrooms and offices. They also identifying designated areas within the eating house for storage/collection of recyclable materials. It is because they w ant going to do it in a way that is environmentally friendly for the people who live and work in America (DD IP Holder LLC 2010).(E)conomicAmerica has an advanced industrial economy that is highly mechanized and the gross national product is the largest in the world. They more than meet its own economic needs and is the worlds leading exporter of food. The massive majority of businesses in America are clustered within the service industry, especially fast food business (Advameg Inc 2010).Therefore, Dunkin Donuts coffee in America will face many competitors such as McDonald, Starbucks and the other. It is because they marketing strategy are similar and all of them are attach importance to their service attitude and speed.(S)ocialThe neighborly linees for consumer analysis are upper Americans (14%), heart and soul class (32%), working class (38%) and lower Americans (16%). Working Americans are family folk depending severely on relatives for economic and emotional support (Peter , J.P., et al 1999, pg318).Dunkin Donuts coffee is what you drink when you are on the go, so they can save many multiplication to do another things. It also is high quality but low cost of pastry and beverage offering are made to attract a fast on the crowd (MightyStudents.com 2010). Hence, all of American social class can consume.(T)echnologicalAmerica is a technologically advanced country and it becomes an opportunity for Dunkin Donuts coffee in their business. Therefore, Dunkin Donuts coffee should always look forward to develop and improve its technological facilities in order to differentiate themselves in their use of technology.Dunkin Donuts unveiled Dunkin Run, an interactive Website and iPhone application the chain and it will enable customers to solicit and place Dunkin Donuts group orders in just a few clicks with unprecedented ease, speed, accuracy and fun. Consumers can a group to order with www.DunkinRun.com through their computer or mobile device to view the Dunkin Do nuts coffee menu. All Dunkin Donuts core coffee, foods and beverages are presented using interactive product images to make personalizing an order all of them is simple and fun (Stagnito Media 2010).GlobalIn globular, many country people such as Asian will not consume on Dunkin Donuts. It is because in their first image Dunkin Donuts is selling donuts, so they will not want to consume. They prefer like to drink tea, Nescafe, Milo and others. trade Mix of Dunkin DonutsDunkin Donuts adopted marketing strategies in four of import areas, viz. product, price, promotion, and place in America market. board 1 is showing about Marketing Mix of Dunkin Donuts coffee in America.ProductDunkin Donuts is the largest coffee and baked goods chain in the world. They use high quality of their coffee and they have many choice can let their customer to choose. Starbucks is the largest competitor for Dunkin Donuts in the beverage business.PriceIn price, Dunkin Donuts is less expenses and their custom er base is middle class people. Therefore, most of people can consume it.PromotionIn promotion, they offer a holiday coupon in the month of declination and they have their own logo and slogan. Besides that, they will prepare tick lunch for their customer. Their other promotion method television, newspaper, website, and the others.PlaceDunkin Donuts is LEED certified restaurant and their stores is limited seating.STP StatementMarket SegmentationAs of 2009, America claimed 307,006,550 inhabitants within the area of 79.6 sq.km (US Census Bureau 2010). Besides that, America is a very urbanized population with 81% residing in cities. Dunkin Donuts key market segments are student, worker, kids and families. Location of Dunkin Donuts is restaurant outlet in the shopping mall at orchard road.TargetingCharacteristics of target consumer for Dunkin Donuts coffee have three characteristics and it is age 18-25 age old, age 25 years old above and family. Table 3 is showing about characteristic s of target consumer.Characteristics of target consumerReasons for targetingAge 18-25 years oldThis entire group is teenager student and young worker and they are limited budgetAge 25 years old aboveThey are heavy restaurant user group callable to busy working lifestyles and they have relatively high incomes and are more flexible in their budgets.BusinessmanThis group do not observe Dunkin Donuts coffee is a luxury food and it is easy take away food when they rush the time go to work.PositioningDunkin Donuts is positioning itself as a brand of choice nationally and internationally. The companys philosophy is make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores (DD IP Holder LLC, 2010).This philosophy enabled Dunkin Donuts coffee to grow into Americas favorite everyday and all day stop for coffee and baked good. It is leading retailer of hot and iced regular coffee by the cup in America and the largest coffee and baked goods chain in the world (Dunkin Donuts 2009).Today, more than 50% of Americans consume coffee on a daily basis and drink an modal(a) of 3 cups per day. Dunkin Donuts coffee is the most popular coffee franchise in America and helps to support this habit by serving nearly 1 billion cups coffee each year (Natural Bias 2009). ratingIn Asia countries, when people heard about Dunkin Donuts, they just know Dunkin Donuts is selling donuts. It is because this brand calls Dunkin Donuts and the donuts word will let them link to this beverage food main product is donuts not the coffee.Dunkin Donuts brand has traditionally stood for hot coffee. Today, Dunkin Donuts is a global conglomerate that houses its own brand as well as quick service restaurant brands Baskin Robbins and Togos (Brand Channel 2010).It operates as a quick service restaurant franchiser in the coffee, bakery and ice-cream segments in the America and internationally (Bloomberg L.P 2010). In addition, their internal compa ss points toward their core values of honesty, transparency, humility, integrity, respect, fairness and responsibility (DD IP Holder LLC 2010). Hence, Dunkin Donuts franchiser boats high brand awareness and it ranked the first in customer loyalty in the coffee category in the Brand Keys Customer Loyalty Engagement Index (AllBusiness 2009).ConclusionAs a conclusion, with the launching of Starbucks, they are opening a new window towards a better future for their customer and also the company. This is why Starbucks can be leading the world in the America fast coffee market. On the other hand, Dunkin Donuts coffee has used their consumer information to determine the market expressive style and new ways to grow their company. This is why Dunkin Donuts will be in a better position to target their products and services at them.