Question

From Dunkin Donuts to Just Dunkin! The famous American Donut’s brand is rebranding and closing stores across the world including Oman as its outlets have shut down for good. The demand for donuts in America is decreasing as customers preferring more healthy food with less sugar and fat.

The company’s brand CEO Mr. David Hoffmann said, “the rebranding comes as an effort to reshape the company’s strategic goals and focusing on drinks more than donuts.” While analyzing the company’s different products, the managers

noticed that 60% of its revenue is coming from drinks like coffee while demand for donuts is declining.

The company redesigned its brand, and its stores making them look simpler. The company is also introducing new coffee experiences like nitro, cold brew, black...etc. The company will also introduce digital menu and drive through to fit the customers on the go lifestyle. The company will also reduce its employees as the new digital menus will eliminate the need of human employees, reducing the company’s costs.

1. On the product life cycle, where the donuts fall? What are the best strategies the company can use in this case?
2. Explain, how the demographic environment is affecting the company?
3. Develop Integrated Marketing Communication for the new brand “Dunkin” (5Marks)
4. Do you agree or disagree with the company’s rebranding strategy? Support your opinion based on your knowledge of the factors influencing the buyer behavior.
5. Discuss the role technology plays in Dunkin donuts new strategy.

Answer 1

Answer:-

1)

At declining phase of donuts,it will cost more to the firm.Startegies for the declining stage include cutting prices,choosing a specific distribution by phasing out unrewarding outlets and decrease advertising just as deals advancement to the level expected to retain just the most steadfast clients.

Company can utilize this strategy for donuts also.

2)

There are 4 phases of a product life cycle, introduction, development, development and decline. The timeframe of these stages differ with segment environment. For instance since Dunkin donuts is an American brand and as from the pattern it tends to be seen that Americans are presently moving towards a sound lifestyle they are moving ceaselessly from undesirable doughnuts. Be that as it may, it is a bit much that each nation is going through a similar stage. For instance in South Africa it is a bit much that the whole nation will move towards the sound lifestyle. So segment environment definitely plays an important role in the product life cycle.

3)

Integrated marketing communications is a methodology utilized by organizations to brand and coordinate their marketing efforts over numerous communication channels.

For the espresso portion following techniques ought to be remember to quicken development.

▪ Attracting clients by raising consciousness of the product through advancement exercises.

▪ Inducing clients to attempt to purchase the product.

▪ Strengthening or expanding channel and gracefully chain connections.

▪ Building on the accessibility and visibility of the product that lift channel intermediaries to support

the product.

▪ Setting cost in arrangement with the serious real factors of the market

4)

Indeed, I do agree with the company's rebranding strategy since, any company in the since a long time ago run, should concentrate on more beneficial products. The company examined that 60% of its income is coming from drinks, which makes it important for the company to concentrate more on its drinks rather than on donuts which makes about 40% of the income.

5)

In the course of the most recent decade we have seen an uncommon development in innovative ability. Technology has empowered organizations to share ongoing information over the globe, to improve the speed and nature of their procedures, and to structure products in innovative ways. Organizations can utilize technology to assist them with gaining a bit of leeway over their competitors. For this explanation technology has become a basic factor for organizations in achieving an upper hand. Not just the new strategy centers around better reach to clients, however its likewise uodating paper menus to computerized menus which will definitely increase its operational proficiency and help cutting expenses.

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