Developing and Managing Products

         When it comes to producing a brand new product that is new to the world and/or market place, Dunkin Donuts fail at that concept. However, when it comes to taking an already existing product, modifying its characteristics and marketing it as a “New Product”, Dunkin Donuts are the masters of the game. Almost every two or three months, Dunkin Donuts market and sell these so-called new products which are really products they or someone else already has but they just modify it to fit the company and their consumers needs/wants. For example, the “New Artisan Bagel” that Dunkin Donuts added to the menu April 2, 2012. When it all boils down to it, it’s a bagel and a bagel is no where near new to the world or market. It is simply product modification. However, most people do not know the real meaning of a new product so they believe all the hype which is good for business do to increase in sales. Furthermore, Dunkin Donuts does not have any “New Products” as of yet. Even though it may be new to the Dunkin Donuts menu, it is not new to the world.  

Integrated Marketing Communications

         Dunkin Donuts promotes their products in many different ways. Their strategies mainly target two of a consumer’s five senses: smell and taste. Whenever a consumer sees a Dunkin Donuts ad, it gets their taste buds going to the point where the consumer can smell the item as if it were right in front of them. This, in return, may persuade a consumer to purchase a Dunkin Donuts item rather than the corner coffee shop item. Knowing their target market, Dunkin Donuts uses their Integrated Marketing Communications to reach out to their consumers at every contact point. There are dozens upon dozens of Dunkin Donuts stores that catches the eye and senses of their consumers, there are the television commercials that run when they know their target market will be watching television, there are the ads consumers see at bus stops, billboards, flyers, and of course Dunkin Donuts has their own website on the internet not to mention the social networks they are on. Dunkin Donuts is seen everywhere a consumer turns which makes it a well known brand and a successful company. Dunkin Donuts also have a competitive advantage over their competitors due to the fact they are not just coffee and donuts. Dunkin Donuts offers a diverse product mix in which the consumer can choose from, whereas their competitors offer a very parallel product mix. This comes from listening to their consumers wants and modifying the company in a way that meets those wants. Moreover, Dunkin Donuts partners up with many different companies such as American Express, Baskin-Robbins, Mets, Yankees, Jets, Giants, and Yahoo just to name a few. This gives Dunkin Donuts more publicity and access to a wider set of consumers. Dunkin Donuts promotional mix always meets the needs of their consumers which results in fulfilling the overall goals that are set for the company. 

Product Concepts

             Dunkin Donuts product concept is to sell consumer and convenience products. What can beat having a personal craving for a specific item and knowing where to get it at a reasonable price? Dunkin Donuts product mix consist of items that captures consumers wants/desires. Moreover, as time progresses, Dunkin Donuts have product modifications which keeps their company up to date with modern times and consumer’s preferences. For example, the new Hot Chocolate product line extension, the espresso products, the new DDSmart product line, sandwich’s product line extension and the new cake bites products captures the taste buds of many consumers which make sales outstanding and keeps a refreshing atmosphere to this company. Furthermore, being that Dunkin Donuts is a global brand, it has global consumers in which they pay attention too in order to acquire information on how to improve their products. This, in result, makes for a successful product mix that keeps Dunkin Donuts on top of its game.