CASE: DUNKIN’ DONUTS IN THAILAND: SELLING WITH PROMOTIONS

1. DUNKIN’ DONUTS
IN THAILAND:
SELLING WITH
PROMOTIONS
Presented by,
Nishad Kilikkottu
PGDM-IB

2. dunkindonuts.com
Introduction
 Dunkin Donuts is an international coffee and
doughnut retailer.
 Founded in 1950
 Founded by William Rosenberg in
Quincy, Massachusetts.
 Headquartered in Canton
 company originally focused on doughnuts
and other baked goods
 over half of its business today is in coffee sales
 Major competitor to Starbucks and Krispy
Kreme.

3. dunkindonuts.com
Cont..
 1990 – Allied Domecq (UK) purchases Dunkin‟ Dounuts
and Create Dunkin‟Brands.
 2005 – Pernod Ricard, a French wine & spirits
company, purchases Allied Domecq and sells off
Dunkin‟ Donuts
 Bain Capital Partners, the Carlye Group and Thomas H.
Lee Partners bring Dunkin‟ Brands back the United States
at a cost of $2.4 billion
 The company has more than 10,000 locations in 32
countries worldwide.
 which include more than 6,700 Dunkin‟ Donuts locations
throughout the United States and more than 3000
international locations.
 Nearly all of Dunkin' Donuts locations are franchisee
owned and operated.
 In the United States, Dunkin' Donuts is sometimes paired
with Baskin-Robbins ice cream shops.

4. dunkindonuts.com
Products
 Dunkin‟ Donuts‟ products are consumer shopping
goods
 Consumers must spend some purchasing effort
 Majority of products are only available in Dunkin‟
Donuts shops
 The various products are:
 Drinks
 Frozen Beverages
 Hot Beverages
 Iced Beverages
 Food
 Bakery
 Sandwiches

5. dunkindonuts.com
Dunkin Donuts (Thailand)
 Dunkin‟ Donuts commenced operations
Thailand with its first shop at Siam Square
in 1981.
 Currently, there are more than 200
Dunkin‟ Donuts shops throughout Thailand
which cater to over 30,000 customers a
day.
 Dunkin‟ Donuts is a recognised and
popular brand which has won a number
of awards through the years.

6. dunkindonuts.com
Cont..
 Awards
 Best Company Award from the Ministry of Commerce
in 1989
 Challenge of Excellence Award from Allied Domecq
Retailing International, the UK in 1997.
 Awarded by International Marketing Expert Prof Philip
Kotler from Ministry of Northwestern, USA for the
„Love Moms‟ marketing campaign in 2000 and 2001.
 Business Transformation Asia-Pacific Award from
Dunkin‟ Donuts International in 2005
 Dunkin‟ Donuts Brand Franchised and Enterprise
Awards International Partner of the Year in 2008.
 The Most Impressive Shop & Restaurant Award from
Suvarnabhumi Airport in 2009
 The Best Brand Dedication of the Year Award in 2010

7. dunkindonuts.com
case…
 The case talks about promotion activities
done by company in Thailand.
 Dunkin‟ Donuts now operates about 130
shops in Thailand.
 serve more than 300,000 customers each
week
 “Longest Love Message to Moms”-
promotion to coincide with the birthday
of Thailand‟s queen mother .
 5 week promotion - Thai's - invited to
outlets – special special vinyl banner

8. dunkindonuts.com
Cont..
 Purchase was not required
 Objectives
 to increase market share in Thailand by 2% and
 to increase brand loyalty teenagers and young adults
aged 15 to 25 years.
 Invited popular young Thai actors to sign a
banner at flagship store in Bangkok.
 Posters displayed in each store.
 Distributed 100,000 leaflets
 offered a “Millennium Moms” with prizes
 Grand prize winner: hosts for a company-
sponsored lunch for underprivileged children.

9. dunkindonuts.com
Cont..
 Thailand‟s PM signed a banner.
 2000 banners with 5000 love messages
 Carried by 100‟s of employees in national
parade honoring the queen mother‟s
birthday.
 Spend $14000: packaging, PR, banners and
prizes
 Sold 200,000 “Millennium Moms
 $373,000 of additional donut sales
 campaign was featured on every major TV
channel in Thailand
 Market share in donuts increased from 67% to
71%

10. dunkindonuts.com
What other measures of success for the Thai sales
promotion described in this case is appropriate for
Dunkin’ Donuts to assess?
 Respect towards elders or authoritative
figure.
 People considered Dunkin Donuts as a
hang out place than an eatery

11. dunkindonuts.com
Bibliography
 http://en.wikipedia.org/wiki/Dunkin%27_D
onuts.
 http://www.dunkindonuts.co.th/index.ph
p?option=com_content&view=article&id=
21&Itemid=16&lang=en.
 http://www.dunkindonuts.com/content/d
unkindonuts/en.html.