Segmentation Study

Never met a donut I didn’t like.

“”

Develop consumer segments for Dunkin’ Donuts, evaluate and recommend the segments that would most benefit the brand.

- Doughnuts have become part of

our culture.

- Doughnuts = simple; simple names,

simple treat, simple solution.

- There is a strong connection between coffee and doughnuts.

- Sharing is common with doughnuts.

- Doughnuts are one of many unhealthy comfort foods.

- Eating doughnuts is euphoric.

- It is a food to be shared.

- People light up at the site of the

box; “Are there donuts in that box!”

- It is an easy way to apologize or

make people feel better (either

with your family or co-workers).

Objective:

Initial Thoughts:

Key Insights:

Stores381

Krispy Kreme

Very little variety; it is all about the experience and being able to see them make a doughnut that you can eat hot in the store. Even though the experience aspect is very present, it still does not match the variety that Dunkin’ offers. They are all about community.

Grocery Stores

Entenmann’s and brand name dough-nuts like Wal-Mart are examples. No variety. No real choice in what you get besides powdered or glazed. Not a thought-out purchase; very spon-taneous just to cure a serious sweet tooth.

Competition:

Stores

8,835

Segments:

44%Serious Sweet Tooth

Self-control for this group goes out the window when it comes to donuts. These people get major cravings for sugar a few times a week, and the donut provides the sweet sugary rush that they need.

Buy 1-2 at a time

Purchase at least once a week

Doughnut store die-hard

Rarely Buying

Buy for special occasions only

Buy 6-12 at a time

Purchase at least once a month

Likes doughnut store diversity

Buy 1-2 at a time

Purchase once or twice a year

Doughnut store decision makers

Annual Achievers

If they need a reward for do-ing something great once in a while, the Annual Achiev-ers, will pick up a donut as their award. Whether its to celebrate raise at work or two months of sticking to their diet, the donut for them says ‘Well done! you deserve it!’

Morsel Moochers

This group never buy do-nuts, but they do love to eat them. If a box of donuts is present at work, home, a party or a free sample stand, they will not hesitate to put their paws on a Bear Claw. On the rare occasion that they do buy donuts, it will be for a social gathering.

Peacekeepers and Pleasers

Donuts are world peace for this group of people pleasers. For them, donuts are as good as a sweet medal of honor. They’ll wear it with pride too when they reward themselves for running a successful meeting or dealing with the in-laws over the holidays.

Feed your need to please.

Strategy:

“The Quick Six”

For every 6 doughnuts you purchase you get one free. Corporate Competition could include the first company to purchase 600 doughnuts willl get a DD office party. Promote through FourSquare participants to compete for Mayorship of their local Dunkin Donuts.

“A Sampling of Smiles” Campaign

Post pictures to the Dunkin Donuts online blog of people with “doughnut smiles” in different locations.

Coffee Combos

Position signs or hang tags on the doughnut display cases suggesting a coffee to pair with the specific doughnuts. This will promote the up- sell of coffee purchases when buying doughnuts.

Tactics: