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Dunkin' Donuts may have been founded 50 years ago, but the philosophy it adopted could very well match any modern company. The company aims to produce high quality products at a very affordable price. They increase the value of their brand by selling only 'fresh products' to the consumers.
In their attempt to sell only good quality products, Dunkin Donuts have created a Coffee Quality Checking Lab, in which every aspect of the coffee is checked, so that the consumers get the best value Dunkin Donut product, no matter wherever it is sold. They have also increased the value perception by giving consumers "what they want". For example, they introduce only those products which are demanded by the consumers and do not come out with random products. This is how Dunkin Donuts is increasing its value perception and having great success in matching their philosophy which is 'great quality with affordability'. Its value perception is similar to that of KFC and McDonalds. They also try to give the maximum quality to their consumers and waiting time for their burgers is only 3 minutes. This is like if Dunkin' Donuts could not sell their coffee in 18 minutes they throw it away, in the same way KFC and McDonald throw away their burgers if they are unable to sell them. The positioning strategy of Donut Dunkin is very simple as they target a mass market without any distinction of different classes, different level of education etc. According to William Kussels, Dunkin' Donuts Senior Manager, whenever you take a ride to one of our outlet, you always see Mercedes parked with pickup trucks, this shows that we do not target any specific consumer class but we target a mass market. ...
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