Its customers include white collared as well as blue collared workers irrespective of their race, age and income group. Its homely atmosphere and common place ambience bestows it with a distinctive quality that makes a working family man comfortable to visit the place with his family. Its main target customers are the middle class people, both males and females aged between 18 to 25 years. Its relationship with its customers has remained unchanged through the thick and thin of time. Never has it attempted to change the profile of its target customers. The customers too have remained loyal to the company.
Dunkin’ Donuts value proposition is to frame a clear idea of the type of customers it seeks to serve. An attempt to target any other type of customers will not be very effective rather it would then run the risk of losing its existing customers. The primary focus of Dunkin’ is the middle class people. Some time back Dunkin’ had termed a new sandwich as “Panini”. It was not accepted by the customers because they felt that the name was too fancy. It was then renamed as “Stuffed melt”.
The company aims at broadening its customer base by providing them with products and services that they want. They came out with a campaign that involved its existing customers and clients. People shared photos along with the brand name and posted these photographs on the walls. This helped to nurture a relation between the company and its customers and drew in more coffee addicts. This measure broadened the customer base and increased brand awareness. (Fall 2006, The Bright Agency. p.10)
Starbucks is another fast food restaurant that gives a tough competition to Dunkin’ Donuts. However, the two companies target different customers and have totally different requirements for their respective coffee shops. Starbucks has differentiated itself as a service provider to high end customers. Its ambience is ...
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