Dunkin Donuts Vs Krispy Kreme Marketing Strategies

Mrinal Jacob

1520421

2BBAD

Marketing Management CIA-1

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[pic 1]  VS   [pic 2]

A detailed comparative analysis study of the two firms with respect to their marketing mix (In North America)

In the USA and parts of Canada the word ‘DOUGHNUT’ is almost synonymous to these two companies, Krispy Kreme and Dunkin Donuts are the two biggest players in the F&B Industry that serve doughnuts primarily, they do have close competition in Canadian powerhouse Tim Hortons and Seattle based favorites Starbucks but these institutes mainly focus on their freshly brewed coffees and a variety of baked foods. Both these companies have very similar products but have comparatively contrasting marketing strategies.

In this case we aim to I compare and contrast the marketing strategies of both these industry leaders and try to analyze what drives customers to their products? Why? And How?

We can accomplish this task by comparing the marketing mix of both companies that is the       “4 P’s” which are

1. Product : How the product offered by the company varies from its competitors
2. Price :  Whether pricing of the product is matching/lesser than its value
3. Place : Where the product is available and sold
4. Promotion : How the company advertises its product

After comparing both organizations individual marketing mix we can come to an educated conclusion on the impact of their strategy on their customers and find out how their strategies differ

Product

Dunkin Donuts: Dunkin doesn’t only offer Donuts in fact the most popular item from Dunkin Donuts is its old fashioned double brewed coffee blend (Coolatta) along with its other cold and hot beverages and coffee fusions and blends that holds the biggest share in its sales. Dunkin’s doughnuts though in many types/flavors are the classic doughnuts they make with the occasional release of a new type or flavor depending on the tread but generally they provide the same doughnuts regularly.(Marketing91,n.d)

Krispy Kreme: Krispy Kreme are also on top of the fact that ‘on the go’ customers play a major part of this industry and also have a decent beverage variety but not one as comprehensive or as nostalgic as Dunkin but what they lack in that department they make up with their doughnuts the ‘Double K’ produces new flavors and limited edition Donuts from time to time and experiment with different idea to match seasons or holidays like Halloween and Christmas themed Donuts

Analysis

Right from the bottom line which is the basic product these commodities they both provide similar products that is beverages and doughnuts but they each put their own individual effort into setting themselves apart. The wide variety of doughnuts and beverages provided by Dunkin Donuts as compared to the personalized touches and new and unique flavors of Krispy Kreme.