BUS 128 Grossmont College Business Communications Oral Report Presentation

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Research Report – Selling Overseas and Marketing Dunkin’ Donuts in India
Name: Cameron Denny
Instructor: Dr. Michael Aubry
Institution: Grossmont College
Course: BUS-128-0867 – Business Communication
Date: 05/14/2022
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Memo of Transmittal
TO:
FROM:
SUBJECT:
DATE:
Within the attached research and marketing Report, you will find information on the feasibility
of marketing our company’s products through establishing new production locations and selling
locations in India and our recommendations for a specific plan of action.
The analysis includes researching the snacks market in India and the success of similar
businesses marketing their products there. We have spoken directly with the team marketing
team to gather data and insights into how we will increase your market visibility and sales. The
research concluded that marketing in India would be a valuable space for your business. I have
provided specific reasons and marketing factors in the attached report for your review. Thank
you for trusting me to complete this market research for you. If you have any additional
questions, don’t hesitate to contact me anytime.
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I look forward to speaking with you further on this project. Thank you so much for taking the
time to read this memorandum.
Sincerely,
Signature
Name
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Table of Contents
MEMO OF TRANSMITTAL…………………………………………………………………2
EXECUTIVE SUMMARY……………………………………………………………………5
INTRODUCTION…………………………………………………………………………….6
INDIA’S MARKET…………………………………..………………………………………6
India Location and Market……………………………………………………6
Customer Preference and Perception…………………………………………7
Target Audience……………………………………….………………………7
Manufacture and Sales………………………………………………………..8
Brand Positioning……………………………………………………………..9
Brand Marketing………………………………………………………………9
RECOMMENDATIONS………………………………………………………………………10
CONCLUSION………………………………………………..………………………………….10
REFERENCES………………………………………………………………………………….12
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Executive Summary
Dunkin’ Donuts is a retail meal employer. They are the most critical espresso and baked
items chain in the world. Dunkin’ Donuts changed based in 1950 and has been franchising when
you consider 1955. Every day, this franchise serves over two million clients. Dunkin’ Donuts
sells fifty-two extraordinary forms of donuts and is more significant than a dozen espresso
drinks, bagels, breakfast sandwiches, and different baked items. Donuts operates within the
snack keep marketplace. Snack stores have a bonus because they enchantment to all
demographics. Dunkin’ Donuts has maintained a regular database of clients while additionally
gaining new clients as time passes and new markets emerge.
The main aim of marketing in India is to make the commodity readily available for
customers. Furthermore, it desires to enhance its emblem photo amongst its clients, and the
satisfactory manner to accomplish that is to make the emblem call greater seen in more
significant regions. Product enlargement intention-Dunkin’ Donuts additionally attempts to cater
to the wishes of the brand-new technology and various tradition thru its flavor enchantment. It
accomplishes this by accommodating the want and desires of numerous people in extraordinary
places.
The document goes over the venture surroundings wherein Dunkin’ Donuts plans to begin
its operations in India. It describes India’s aggressive surroundings and the employer’s patron
base. The employer employs numerous opposition techniques and has targets to attain through
them. It additionally speaks to the employer’s outside surroundings and inner surroundings.
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Introduction
Dunkin’ Donuts, a quick American meals and breakfast chain based, is set to release its
trademark chain Dunkin’ Donuts in India. This is a part of the employer’s basic enlargement
approach within the Asia-Pacific region. While the employer is doing correctly with their fiftytwo branches, India has now no longer been on our initial goal USA list, regardless of the truth
that it’s far a massive marketplace that would be focused on merchandise at a 10-15% decrease
rate to advantage from extent sales. In 2020, the worldwide snack keep marketplace will become
worth nearly $10 billion (Sheth, 2021). We now want to introduce the Donut as a breakfast
object in India and espresso as a beverage. The hassle for Dunkin’ Donuts is identifying how to
accommodate those tastes and preferences. The maximum crucial query is whether or not the
Donut ought to update Indian Vada.
Western manufacturers are envisioned to account for $500 million to $1 billion; however,
they’re unexpectedly growing (Ezell et al., 2018). This offers us the possibility of opening our
first Dunkin’ Donuts outlet in India early in the subsequent year and opening 25 to 30 eating
places within the first three years. We plan to open 500 Dunkin’ Donuts places throughout the
USA within the following 15 years and “indigenize” the menu to enchant Indian palates. We
intend to spread Dunkin’ Donuts’ unique fulfillment tale within the Indian marketplace.
India’s Location and Market
India is the multiethnic USA with heaps of small ethnic and tribal businesses located
within the continent of Asia. India has over 1.2 billion human beings, making it the world’s
second-maximum populous nation, accounting for 17.50 percent worldwide (Chakraborti et al.,
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2019). India’s critical area at the pinnacle of the Indian Ocean confers excellent strategic
significance and aids in the upkeep of change and commerce. India is strategically placed
between East and West Asia. India is strategically placed at the crossroads of the Trans-Indian
Ocean routes, which join western European nations with East Asian countries.
Customer Preference and Perception
India’s consuming behavior is unexpectedly converting, especially in city areas, as more
excellent ladies input the workforce, making it more challenging for them to put together
historically problematic warm food for their households. Dining out has become more ordinary
for time-pressed nuclear families of the growing center class, fueling the rapid increase of
Western rapid-meals manufacturers and indigenous competitors like Café Coffee Day, which
gives espresso and an increasing array of sandwiches. Indians presently spend approximately
$11.2 billion on eating place food, apart from quality eating and food at five-star hotels (Joshi,
2020). Dunkin’ Donuts will provide Indian clients with a lot of candy and savory alternatives for
all-day eating instead of simply the calorie-encumbered donuts for which the employer is well
known. We’re a cult emblem as we’ve got plenty to provide; the Indians will regard this as a
superb fee.
Target Audience
In India, the goal demographic for Dunkin Donuts includes 15–25 years vintage and 25–
35 years vintage. 8–15-year-teenagers are without difficulty swayed with candy and an insatiable
urge for food for instant meals. Teenagers, especially those over the age of 15, are excessive
college and university college students who spend quite a little time with their buddies at cafes
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and rapid-meals eating places. People over the age of 25 are generally running adults who’ve
followed the espresso-keep tradition. Targeting workplace employees in MNCs who paint
extraordinary shifts may be beneficial. These goal businesses are people who favor drinking
espresso someplace aside from at domestic, which could be a differentiating factor.
Dunkin’ Donuts Manufacture and Sales in India
Centralized manufacturing is a part of Dunkin’ Brands Group’s delivery chain that
pursues to maintain competitive increase while offering regular product best. The merchandise
might be synthetic in India as it’s particularly perishable for transport, and the truth is that
components and different fabrics are effortless to be had in India. The employer franchises
centralized production places (CMLs) in Delhi, Mumbai and Bangalore will produce donuts and
bakery items. It then supplies sparkling baked items to Dunkin’ Donuts places every day. This
method is supposed to streamline eating place-degree procedures. As of the quit of the second
monetary year, India may have greater than twenty CMLs.
Later on, in preference to counting on CMLs, some Dunkin’ Donuts emblem eating
places will make their donuts and baked items. Satellite franchises that lack entry to CMLs
(especially in more modern markets) will often rely upon onsite manufacturers to deliver their
facilities. This approach will allow the Dunkin’ Donuts emblem to enlarge the more modern
home and global markets effectively. Similarly, it will enable control to make quick adjustments
to the producing technique while keeping store-degree operations. The donuts might be priced
relatively at Rs 85; that’s a cheap and truthful rate.
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Brand Positioning
With good-sized elements and statistics, Dunkin’ Donuts may have places in 3 of India’s
top large city markets, Delhi, Mumbai, and Bangalore. Kotler defines an emblem role as “the act
of designing the employer’s providing and photo to occupy a one of a kind area within the
thoughts of the goal marketplace” (Edevbaro, 2021). As a result, emblem positioning affects
emblem fairness and actual performance. In the evening, clients require an excellent cup of tea
and a few snacks at a cheap rate. Exceeding everyday expectancies can fulfill the preference for
something tasty, customizable, indulging, and exquisite.
Brand Marketing
Dunkin’ Donuts will release Pinterest and Instagram pages strictly for the Indian
populace. We might be developing and sharing content material on Pinterest and Instagram
primarily based on how Dunkin’ Donuts enthusiasts are already enticed with the emblem on
those channels to celebrate what makes our product precise and keep us running. Kotler believes
an emblem mantra is a “three to five phrase articulation of the emblem’s coronary heart and soul”
(Edevbaro, 2021). It guarantees that personnel and advertising companions are aware of the
emblem. After positioning, Dunkin Donuts’ emblem mantra ought to be: best, convenience,
network, and care. The best of the goods is pretty excessive for Indian donut standards, so
keeping the best flavor is essential. It is communicated that having an espresso/ beverage with a
donut at the manner domestic from paintings or university, or getting one at the go, is
convenient. The emblem will also stand for network and take care of its clients, companions, and
personnel.
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Recommendations
Room for development: There should be room for growth for the emblem; diversifying
the menu is viable without diluting the emblem’s photo and soul. Dunkin’ Donuts can transition
to more healthy kinds of donuts while increasing menu alternatives in the future to hold up with
converting patron mindsets. It lets in for innovation and increase. It is essential to grow patron
involvement within the technique of including different emblems and stalls places and talk the
location to clients. This can even assist customers in shaping robust institutions and reminiscence
hyperlinks of their minds. Airing advert marketing campaign correctly and with repetition can
help create a new solid affiliation within the patron’s reminiscence. Using effective marketing
and marketing with both movie stars or one-of-a-kind enchantment, in conjunction with the right
song and encoding, also can assist cement robust customers’ perceptions of the emblem.
Conclusion
Unlike many different industries, Dunkin Donuts has maintained its simplicity within the
meals it gives, and the technique has earned the loyalty of various clients. Dunkin Donuts is
increasing its wide variety of places due to multiplied opposition. Furthermore, we are growing
our meals menu as a way to entice all forms of clients and correctly compete with its
competitors. However, we ought to face a few difficulties because India is historically a tea and
highly spiced meal-loving nation. In truth, Indian breakfast customs are distinct. The majority of
Indian breakfasts encompass a conventional dip and soup, frequently served along with an
abundant meal. Indians revel in goodies as correctly. However, they consume them at different
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instances of the day in place of for breakfast. However, accommodating their wishes in our
menus will significantly benefit in penetrating its marketplace.
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References
Chakraborti, R. K., Kaur, J., & Kaur, H. (2019). Water Shortage Challenges and a Way Forward
in India. Journal: American Water Works Association, 111(5).
Edevbaro, E. (2021). Developing and defining the employer branding strategy How can
employer branding be used to attract talent in the martech industry: Case Avidly.
Ezell, S. J., Atkinson, R. D., Kim, I., & Cho, J. (2018). Manufacturing digitalization: extent of
adoption and recommendations for increasing penetration in Korea and the US. Available
at SSRN 3264125.
Joshi, D. (2020). The Role of Entrepreneurs during the Growth Phase of Internet Start-ups in
India. Abhigyan, 38(3), 30-40.
Sheth, J. N. (2021). Post-pandemic marketing: when the peripheral becomes the core. Journal of
Research in Interactive Marketing.