DD Situation Analysis

CHAPTHER 1: PROJECT OVERVIEW

1.1 Introduction Dunkin' Donuts is one of the worlds most recognized brands and is the world's leading baked goods and coffee chain. With 60 years of franchise experience, Dunkin Brands is among the top 5 quick service restaurants in the USA. The company has more than 9,800 locations in 31 countries worldwide, which include more than 6,700 Dunkin Donuts locations throughout the United States. Dunkin Donuts is the biggest donuts and coffee chain in Malaysia, since 1987, having more than 55 outlets. The original Dunkin Donuts experience was a single cup of coffee with a donut - today Dunkin Donuts offers a wide Toasted menu. Dunkin' Donuts is founded in 1950 in Quincy, Massachusetts, by Bill Rosenberg whose philosophy was to make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores, This philosophy still holds true today and is the foundation that has enabled Dunkin Donuts to grow into donut lovers favorite every day, all-day stop for coffee and baked goods. Dunkin Donuts first obtained fame through their wonderful tasting donuts. Today Dunkin Donuts has a total of forty-nine different kinds of donuts to choose from. As time progressed Dunkin Donuts not only included donuts on their list of treats but other products as well. These added products consist of muffins, bagels and sandwiches and an innovative creation called munchkins. Munchkins are in actuality the missing dough from the center of a donut. When they make the donuts, the middle of the donut is cut out. Instead of throwing away this leftover dough Dunkin Donuts turned them into what is known as munchkins. Dunkin' Donuts is committed to offering an increasing number of menu choices without compromising quality. To meet that obligation, Dunkin' Donuts has brought together a culinary dream team of acclaimed chefs, who use their talent and expertise to create new and innovative menu choices for customers. The culinary team's mission is to provide Dunkin' Donuts customers with the best-tasting, most creative menu items that are fast, fresh and affordable.
DUNKIN DONUTS
1.2
Issue Dunkin Donuts receives the most competition from Krispy Kreme Doughnuts, Big Apple Donuts & J.CO Donuts. These three brands share the market with Dunkin Donuts in the sectors of donuts and breakfast foods respectively. Besides that, theres weak brand image over the year comparing to its competitor.
The design of packaging of the brand is not impressive and uninteresting. It doesnt catch peoples attention at first glance thus does affecting sales of the brand. Currently Dunkin Donuts Malaysia does not have any advertisement in any newspaper & magazine. Besides that, the brand does not own a platform to interact with the customer on social media, for example Facebook, Twitter, YouTube, etc. Self-service kiosk gave a sense of uncleanliness and make customer loses appetite. This result the customer complains about the freshness and hygiene of the product. On another hands, the brand loyalty has decrease as the break in of competitor in the marketplace. Objectives & Aims 1.3.1 Objectives To study the development and issues in successive through food & beverage industry. To find out what is the brand image of the product through audience perception. To create an effective promotional strategy by utilizing the mass media, such as television commercial, website, social member sites, promotional booth, events and more. To enhance the product packaging design and creativity. 1.3.2 To surpass the market industry and to approach the audience about the benefit and the altered of the products through advertising and promotions. Aims
1.3
DUNKIN DONUTS
CHAPTHER 2: PROJECT PROFILE

2.1 2.2 Product Name : Dunkin Donuts & Coffee
Product Classification i. Consumer It is consumer good, as consumer can buy it from the shop. Non-Durable Non-durable as it is advisable to use before the expired date. Shopping goods Shopping goods, as the product is available in the shopping malls or shops.
ii.
iii.
2.3 Product Characteristics Donuts 1 pcs Buy 5 Free 1 Buy 9 Free 3 Cookies (300gm) Munchkins (12pcs) Munchkins (24pcs) Sandwiches Chic Cheese & Egg Sandwich Chic Mayo Sandwich Chic Slice & Cheese Sandwich Double Egg & Cheese Sandwich Sausage Sandwich Smoked Chicken Breast Sandwich Tuna Sandwich Turkey Toast Sandwich Vege Sandwich Wrap Sandwich RM 7.80 RM 7.80 RM 7.80 RM 7.80 RM 7.80 RM 8.80 RM 7.80 RM 8.80 RM 7.80 RM 7.80 RM 2.40 RM 12.00 RM 21.60 RM 16.50 RM 7.20 RM 13.50
DUNKIN DONUTS
Sandwich Combo Hot Meal Combo Iced Coffee Combo Iced Latte Combo Value Combo Hot Coffee + 2 Donuts Hot Coffee Meal Iced Coffee + 2 Donuts Iced Coffee Meal Iced Latte Meal Morning Special Breakfast Plate Butter Croissant Cut Sandwich Hot Coffee (10oz) + Croissant Hot Coffee (10oz) +Sunny Egg Hot Coffee (6oz) + Donut Hot Coffee + 2 Donuts Sunny Egg Flatbread Pizza Hawaiian Chicken Pepperoni Beverage Hot Beverage Cappuccino Caramel Cappuccino Caramel Swirl Latte Chocolate Dunkin Arabica (6oz) Dunkin Arabica (10oz) Dunkin Dark Roast (10oz) Espresso Green Tea Latte Latte Mocha Cappuccino Mocha Swirl Latte Tea Tea Latte Cold Beverage Espresso Iced Coffee Fruit Smoothie Fruit Tea Green Tea Latte Iced Cappuccino Iced Choc Iced Coffee Iced Latte Iced Lemon Tea
RM 12.80 RM 13.80 RM 15.00 RM 8.20 RM 12.80 RM 9.20 RM 13.80 RM 15.00 RM 10.00 RM 3.30 RM 4.40 RM 7.20 RM 6.90 RM 5.40 RM 8.20 RM 3.30 RM 8.30 RM 8.30
RM 6.90 RM 8.20 RM 9.20 RM 5.30 RM 2.90 RM 3.50 RM 5.50 RM 4.20 RM 6.00 RM 7.70 RM 8.20 RM 9.20 RM 3.70 RM 5.30 RM 6.40 RM 8.00 RM 6.00 RM 6.80 RM 8.10 RM 6.00 RM 4.60 RM 9.00 RM 4.50
DUNKIN DONUTS
Iced Mocha Swirl Latte Iced Tea Iced Caramel Swirl Latte Other Canned Drink F&N Mineral Water (500ml) POKKA Drink
RM 9.90 RM 3.80 RM 9.90 RM 2.70 RM 3.00 RM 2.60 RM 3.80
DUNKIN DONUTS
2.4
Product Range Donut Varieties
Apple
Banana
Bavarian Filled
Bendera
Black Forest
Blueberry
Boston Cream
Choc
Choc Almond (NEW)
Choc Mint
Choc Peanut
Choc Pudding
Choco Frosted
Cinnamon
Cocoa Jelly
Coffee Roll
Crunchy Choc
Double Choc Mint Choc Chips (NEW) Oreo Moment (NEW) Swiss Milk
Glazed Mixed Fruit (NEW) Peanut Jelly Swiss Milk Chocolate
Gummy Drops
Happy
Lemon Filled Nutty Strawberry
Mocha
Nutty Choc
Strawberry
Strawberry Frost Sugar Raised
Triple Choc
Vanilla Bavarian
White Choc
Special (Limited Offer Product) Artie Circle Big Orange Butternut California Raisin Bar California Raisin Roll
Crescent Glazed Choc (Super Hero Choice) Ketupat
Dragon Fruit
Dunkin Donut
Frosty Fruit Cake Green Tea Potato Sugar Raised M&Ms Wormy Choc (Fear Factor)
Old Fashion Kurma Chocolate Sesame Seed
Potato Custard Orange California Raisin Snowy Fruit Cake
Potato Glazed
Oreo Tart
NBA Basketball
Windmill
DUNKIN DONUTS
2.5
Distribution i. Direct: It is directly distributed to all the markets, shops, hotels and malls. ii. Intensive distribution: It can be purchased at almost everywhere, such as shopping malls, restaurant, petrol station, bus terminals, airports, highway R&R and etc.
2.6 2.7
Product Life Cycle Sales
Time Intro Growth Peak Decline
The Brand Dunkin' Donuts is the world's leading baked goods and coffee chain, serving more than 3 million customers per day. Dunkin' Donuts sells 52 varieties of donuts and more than a dozen coffee beverages as well as an array of bagels, breakfast sandwiches and other baked goods. The brand has its simple philosophy:
Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores. This philosophy still holds true today and is the foundation that has enabled Dunkin Donuts to grow into donuts lover favorite every day, all-day stop for coffee and baked goods. Dunkin Donuts is the everyday persons support system, providing great coffee and quick food for regular folks who are busy getting stuff don. Besides that, the brand is known for their delicious delights and high quality drinks. The snacks and food are easy to eat on the go and fit seamlessly into consumer hectic life. With more than 60 years of experience fueling the world and making them smile, Dunkin Donuts is part of consumer life, every day. Dunkin' Donuts is committed to offering an increasing number of menu choices without compromising quality. To meet that obligation, Dunkin' Donuts has brought together a culinary dream team of acclaimed chefs, who use their talent and expertise to create new
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2.8
and innovative menu choices for customers. The culinary team's mission is to provide Dunkin' Donuts customers with the best-tasting, most creative menu items that are fast, fresh and affordable. Brand Image and Implication Dunkin' Donuts is one of the worlds most recognized brands and is the world's leading baked goods and coffee chain. However, the presence of competitors over the market causes a big reduction in market share of coffee and baked foods. Currently, Dunkin Donuts holds approximately 51% of the market share in the baked products and coffee, while Big Apple Donuts and Coffee holds 38%, J.CO Donuts and Coffee holds 7& and Krispy Kreme Doughnut holds 4%.
2.9
Strength and Weakness 2.9.1 Strength Large variety of donuts and flavors available Regularly introduce new donut flavors and new beverage flavors Donuts are fried in less than 1% trans-fat oil No preservatives added No a rtificial c oloring a nd f lavoring a dded 2.9.2 Weakness Short shelf life Qualities of food in are inconsistent Appearance of donut is not appealing Donut contain calories
2.10
Advantages and Disadvantages 2.10.1 Advantages The product price is fair and affordable Self-service k iosks Healthiest d onut, a s l ess t rans-fat o il i s u sed t o f riend t he d onut Eye catching, as the size and shape of donut is small and cute Convenience, as the product is light and easy to carry Provide energy
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2.10.2 Disadvantages Donuts only can store for 1-2 days, must consume within the expired date Self-service k iosks m ay a ffect h ygiene o f t he p roduct Over consumption of donut easy to cause obesity Competition offering variety of products and premium drinks People might not try the brand because the appearance of the donuts is not appealing 2.11 Unique Selling Proposition (USP) Dunkin Donut uses Grab & Go concept that provide easy and fast service to customer. Dunkin Donuts used less than 1% trans-fat oil to produce fresh & healthy donuts. Diverse menu with a wide range of donuts, coffee & tea. 2.12 Promotional History and Advertising Schedule Dates Promotion / Advertisement July - August 2008 The Great Coffee Bash Contest October 2008 Introduce Green Tea Donut & Latte Dec 2008 - Jan 2009 Pink Coloring Contest February 2009 Pink Panther 2 promotion February - April 2009 Macadamia Iced Latte Scratch & Win competition March 2009 Iced Coffee Day Promotion May 2009 Mothers Day promotion June - August 2009 Merry Berry Contest October 2009 Hari Raya advertisement @ Shell Petrol December 2009 Christmas & New Year promotion January 2010 Chinese New Year promotion March 2010 60 years anniversary celebration March 2010 Special Lunch promotion @ Real Rewards May 2010 World Cup promotion July 2011 Introduce U.S. Dehydrated Potatoes donuts November 2010 Ramadhan Promotion January 2011 Chinese New Year promotion April 2011 Introduce California Raisin donuts July 2011 Hitz. FM Cruisers free donuts July 2011 Super Heros Choice promotion (Captain America) November 2011 Dunkins Choco Fest
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2.13
Positioning Statement Dunkin Donuts produces delightful donuts and high quality coffee with large varieties of flavors to ensure the premium taste for multi-choice and high taste preferences between 18-35 years old busy worker who like to enjoy their lifestyle.
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CHAPTHER 3: THE COMPANY

3.1 Company Overview The Master Franchise Owner of Dunkin Donuts Malaysia is owned by Golden Donuts Sdn. Bhd. It is founded in 1987, the company has established itself as Malaysias household in the restaurant industry. Dunkin Donuts has since been a staple of the snack food sector in the Malaysia geographic market. Dunkin Donuts boasts quality donuts and pastries, as well as a delicious line of coffee and espresso blends. Today Dunkin Donuts dominates the snack food sector and is increasingly making its mark on the coffee house sector. 3.2 Business Description Golden Donuts Sdn. Bhd. are targeted the marketplace at shopping malls, petrol stations, transportation terminals and airports. They offer over 50 varieties of donuts and more than a dozen coffee beverages as well as an array of bagels. Donuts are freshly made and delivery from the Head Quarter office to every outlet two times in every day. Other major products include Munchkins, cookies, breakfast sandwiches, flatbread pizza, flavored coffee, frozen cappuccino, iced tea, latte, hot chocolate, mocha and fruit smoothie. Another unique point of the brand is the Grab and Go concept by setting the self-service kiosk, that provide great and fast service. 3.3 Company History Dunkin' Donuts started its business in Malaysia with its first store built in 1987. In Malaysia, Dunkin' Donuts master franchise owner Golden Donuts Sdn. Bhd. Since then, Golden Donuts Sdn. Bhd. is determined to fulfill its goal to strengthen Dunkin' Donuts awareness and positioning. Not only in Selangor's capital city, Kuala Lumpur, but also in all other major cities. That is why Dunkin' Donuts is regularly opening dozens of store in order to expand the market. Now Dunkin' Donuts Malaysia have successfully open more than 55 stores which spread in various major cities of Malaysia, such as Kuala Lumpur, Perak, Selangor Negeri Sembilan, Johor, Sabah, etc. Dunkin Donuts had received the Brand Laureate Award 2009/2010 in Best Brands in Food and Beverage - Donut Category and were also HACCP-compliant. HACCP is a management system where food safety is addressed through the analysis and control of biological, chemical and physical hazards from raw material production, procurement and handling to manufacturing, distribution and consumption of the finished products. Sustaining Growth through product quality and customer satisfaction product varieties had also been expanded to further satisfy the valued customers. From donuts and coffee offering, new products were added to the menu to widen Dunkin Donuts niche in the quick-service market.
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3.4 3.5
Key People Name Managing Director Admin Cum Finance Manager Operation Manager Production Manager Marketing Manager Position Peter Yu Kok Ann Sharon Hor Yoke Kuan Rosnah Mohd Raafi Osman Lam Pei Mei
Location and Subsidiaries 3.5.1 Location Head Office Golden Donuts Sdn. Bhd. Lot 4, Lorong Enggang 37, Ulu Kelang Industrial Area, 54200 Selangor Darul Ehsan. Tel: 03 - 4256 0688 Fax: 03 - 4256 9588 3.5.2 Subsidiaries Dunkin Donut @ Alam Sentral (Caf)
Lot CAG-10, Ground Floor, Plaza Alam Central, Jalan Majlis, Section 14, 40000 Shah Alam. 03 - 5519 7648
Dunkin Donut @ Alamanda Shopping Centre Putrajaya (Kiosk)

Lot K03 Alamanda Putrajaya, Jalan Alamanda, Precint 1, 52000 Putrajaya, Wilayah Persekutuan. 03 - 8890 1726
Dunkin Donut @ Ampang Park (Caf)

Lot K1-3, Ampang Park Shopping Centre,Jalan Ampang, 50450 Kuala Lumpur. 03 - 2164 8371
Dunkin Donut @ Ampang Point (Caf)

Lot G09, Ampang Point Shopping Centre, 68000 Ampang, Selangor Darul Ehsan. 03 - 4252 4571
Dunkin Donut @ BHP Karak Highway (Caf)

Lot 1173 Lebuhraya Karak, Kuala Lumpur, Mukim Setapak, 53100 Daerah Gombak. 03 - 6189 7443
Dunkin Donut @ Carrefour Subang Jaya (Caf)

Lot F2.06(A) Carrefour Subang Jaya, Petaling Jaya, Selangor Darul Ehsan. 03 - 5635 1869
Dunkin Donut @ Carrefour Wangsa Maju (Caf)
Lot F2-01(B) Ground Floor Carrefour Shopping Centre, 6 Jalan 8/27A Wangsa Maju, 53300 Kuala Lumpur. 03 - 4149 8925
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Dunkin Donut @ Giant Batu Caves (Kiosk)

Lot A4 on Lot 10243 Batu Caves, Bandar Selayang, Daerah Gombak, Selangor Darul Ehsan. 03 - 6188 6646
Dunkin Donut @ Giant Kelana Jaya (Kiosk)

Lot S38 & S39, No. SS6/12, SS6 Kelana Jaya, 47301 Petaling Jaya, Selangor Darul Ehsan. 03 - 7880 3067
Dunkin Donut @ Giant Shah Alam (Caf)

Lot A4 & A5, Giant Hypermarket Stadium Shah Alam,Section 13, 40100 Shah Alam, Selangor Darul Ehsan. 03 - 5511 9276
Dunkin Donut @ Ikano Power Centre (Caf)

Lot LG3, 2 Jalan PJU 7/2 Mutiara Damansara, 47800 Petaling Jaya, Selangor Darul Ehsan. 03 - 7727 5928
Dunkin Donut @ Jusco Taman University (Kiosk)

Lot LG03 Jaya Jusco Shopping Complex, No. 4 Jalan Pendidikan, Tmn University, Johor Bahru. 07 - 521 5078
Dunkin Donut @ Jusco Tebrau City (Caf)

Lot G29, No. 1 Jalan Desa Tebrau, Taman DesaTebrau, 81100 Johor Bahru. 07 - 353 7259
Dunkin Donut @ KL Sentral (Caf)

Unit 11, Level 2, Stesen Sentral Kuala Lumpur Kj23 Jalan Stesen Sentral, 50470 Kuala Lumpur. 03 - 2273 6459
Dunkin Donut @ Kuala Lumpur International Airport (Caf) Jalan CTA 2 (Jalan KLIA 1), 64000 Sepang, Selangor Darul Ehsan. Dunkin Donut @ Kota Kinabalu International Airport T1 Jalan Lapangan Terbang (Baru), 88200 Kota Kinabalu,Sabah.
08 - 841 3212
Dunkin Donut @ Low Cost Carrier Terminal (Caf)

Lot LCIDM 08, International Departure Mezzanine Level, Low Cost Carrier Terminal, Kuala Lumpur International Airport (KLIA) 03 - 8787 2679
Dunkin Donut @ Metro Point Kajang (Caf)

Lot G-01, Ground floor Complex Metro Point, 43000 Kajang Selangor Darul Ehsan. 03 - 8737 5467
Dunkin Donut @ Mid Valley Megamall (Caf)

Lot LG078, Mid Valley Megamall, Batu 2 1/2, Jalan Klang Lama, 58000 Kuala Lumpur. 03 - 2282 7240
Dunkin Donut @ Mines Shooping Fair (Caf)

Unit L3-77, Mines Shopping Fair, Jln Dulang, Mines Resort City, 43300 Seri Kembangan, Selangor. 03 - 8941 0293
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Dunkin Donut @ OBR Sungai Buloh Highway (Caf)

Overhead Bridge Restaurant, Lot S1,S3, S5 NS Expressway,Sungei Buloh, 47000 Selangor Darul Ehsan. 03 - 6157 1270
Dunkin Donut @ One Borneo Sabah (Caf)

G-832, Ground Level, 1 Borneo Hypermall, Jalan Sulaman, 88400 Kota Kinabalu, Sabah.
Dunkin Donut @ Petronas Karak Highway (Caf)

Lot PT No. 6075, HS(M)2384, Mukim Setapak, Daerah Gombak, 53000 Selangor Darul Ehsan. 03 - 6184 1033
Dunkin Donut @ Petronas Mutiara Damansara (Caf)

Lot PT 40036 HS(D) 14437, Mukim of Sg. Buloh, District of Petaling, Selangor Darul Ehsan. 03 - 7722 2831
Dunkin Donut @ Petronas NKVE (Caf)

Lot 15385, KM15.3, Mukim S. Buloh, District of Petaling, NKVE, Selangor Darul Ehsan. 03 - 7805 4015
Dunkin Donut @ Petronas Pasir Gudang (Caf)

Lot PTD 105660 HS (D) 3316 Highway Perling-Pasir Gudang, Kempas Baru, Mukim Tebrau, Johor Bharu. 07 - 388 6146
Dunkin Donut @ Petronas RSA Seremban (Caf)

KM53.1 Seremban (Arah Selatan) Rest Area, Kuala Lumpur Seremban Highway, 70730 Negeri Seremban. 06 - 791 3995
Dunkin Donut @ Petronas Shah Alam (Caf)

Jalan Akuatik A13/64A, Seksyen 13, 40100 Shah Alam, Selangor Darul Ehsan. 03 - 5510 7416
Dunkin Donut @ Petronas Shah Alam TTDI (Caf)

Lot PT4, Jalan Batu Tiga, Seksyen U1, 40150 Shah Alam. PSS Seksyen 7, Jalan Plumbum PSS TTDI, Shah Alam. 03 - 7859 1961
Dunkin Donut @ Petronas Skudai (Caf)

Lot PTD 76295 HS(D) 355943 Plot 10, North South Expressway, Mukim Senai-Kulai, 81000 Johor Bahru. 07 - 598 7977
Dunkin Donut @ Petronas Sprint Highway (Caf)

Lot 52985 District of Kuala Lumpur, KM3.4 Lebuh Damansara Link, Sprint Highway, 60000 Kuala Lumpur. 03 - 7968 3306
Dunkin Donut @ Petronas Technology Park (Caf)

PTD 4783 & PT 3064 Technology Park, Kuala Lumpur. 03 - 9058 4908
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Dunkin Donut @ Plaza Angsana (Caf)

Lot 1-12/14 Plaza Angsana, Jalan Skudai Tampoi,81200 Johor Bahru. 07 - 232 1242
Dunkin Donut @ Plaza Pelangi (Caf)

Lot K1.4, Level 1, Plaza Pelangi, Jalan Kuning,80400 Kuala Lumpur. 07 - 334 7986
Dunkin Donut @ R&R Tapah North (Caf)

Lot Type B1 Tapah Northbound R&Service Area, Perak. 05 - 401 8150
Dunkin Donut @ R&R Tapah South (Caf)

Lot Type C2 Tapah Southbound R&Service Area. 05 - 401 8812
Dunkin Donut @ Shell MRRII Ampang (Kiosk)

Lot PT 2538, Lebuhraya Lingkaran Tengah 2, MK Ampang 55000 Kuala Lumpur.
Dunkin Donut @ Shell Sungai Besi (Kiosk)

Stesen Shell Sg. Besi Toll Plaza, Lot PT45HSD 119728, Daerah Petaling, 43300 Selangor Darul Ehsan. 03 - 8941 5403
Dunkin Donut @ Sogo Shoppingmall (Kiosk)

Lot No. 3(c) Lower Ground Floor, Kompleks Pernas Sogo, 190 Jalan TAR, 50100 Kuala Lumpur. 03 - 2698 1027
Dunkin Donut @ Sunway Pyramid (Caf)

Lot LL2.32, Bandar Sunway, 46150 Petaling Jaya, Selangor Darul Ehsan. 03 - 5635 8629
Dunkin Donut @ Terminal 2 Seremban (Kioak) Dunkin Donut @ Terminal Larkin (Caf)
Terminal 2 Shopping Complex, Era Square, Jalan Era Square 4, 70200 Seremban,Negeri Sembilan.
5B-87 Bangunan Johor Gateway, Larkin Bus Station,81200 Johor Bahru. 07 - 222 8708
Dunkin Donut @ Terminal One Seremban (Caf)

Seremban Terminal 1 Bus Station, Seremban, Negeri Sembilan 06 - 762 9766
Dunkin Donut @ Tesco Ampang
Tesco Stores, Lot No. OL4, GF, PT8880 Jalan Pandan Prima, Dataran Pandan Prima, 55100 Kuala Lumpur. 03 - 9284 0617
Dunkin Donut @ Tesco Setia Alam (Caf)

Lot G11, No. 2, Jalan Setia Prima SU 13/S, Setia Alam, Seksyen U13, 40170 Shah Alam. 03 - 3343 5282
Dunkin Donut @ Tesco Tebrau City (Caf)

Lot G2, Taman Desa Tebrau, 81100 Johor Bahru, Johor Darul Takzim. 07 - 354 1772
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Dunkin Donut @ The Weld (Caf)

Lot G 15, Menara The Weld, 76, Jalan Raja Chulan, 50200 Kuala Lumpur. 03 - 2164 8587
Dunkin Donut @ Toll Sungai Besi (Caf)
Restoran A, Lot PT43, KM7 Lebuhraya Kuala Lumpur, 43300 Seri Kembangaan, Selangor Darul Ehsan. 03 - 8943 9925
3.6
Brands, Major Products and Services Brand: Dunkin Donuts Golden Donuts Sdn. Bhd. is the master franchise owner of Dunkin Donuts Malaysia. The company operates their business by open Dunkin Donuts caf & kiosk in shopping malls, highways, petrol stations, transportation terminals and airports. The brand tends to communicate FRESH DONUTS, GREAT COFFEE to the target audiences. FRESH DONUTS, GREAT COFFEE is the essence, the blueprint that drives every Dunkins Donuts brand communication and every aspect of the brand experience. The tone of the brand communication is always, Unpretentious Every day Active Fun Products: Food & Beverages Donuts, Sandwiches, Cookies, Coffee & Tea Services: Management services
3.7
3.8
Corporate Vision Be different Dunkin Donuts is a place to get fueled for the day and to return for a quick refuel. Dunkin Donuts getting you ready in the morning and keeping you running all day Be Innovative Regularly create & produce new donut flavors and new beverage flavors. Corporate Mission Golden Donuts strives to be the dominant retailer of high quality donuts, bakery products and beverages in each location that they compete in.
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3.9
Companys Current Promotional Strategy Dates July - August 2008 October 2008 Dec 2008 - Jan 2009 February 2009 February - April 2009 March 2009 May 2009 June - August 2009 October 2009 December 2009 January 2010 March 2010 March 2010 May 2010 July 2011 November 2010 January 2011 April 2011 July 2011 July 2011 November 2011 Promotion / Advertisement The Great Coffee Bash Contest Introduce Green Tea Donut & Latte Pink Coloring Contest Pink Panther 2 promotion Macadamia Iced Latte Scratch & Win competition Iced Coffee Day Promotion Mothers Day promotion Merry Berry Contest Hari Raya advertisement @ Shell Petrol Christmas & New Year promotion Chinese New Year promotion 60 years anniversary celebration Special Lunch promotion @ Real Rewards World Cup promotion Introduce U.S. Dehydrated Potatoes donuts Ramadhan Promotion Chinese New Year promotion Introduce California Raisin donuts Advertising on Radio FM by sponsoring donuts & coupons Super Heros Choice promotion (Captain America) Dunkins Choco Fest
3.10
Product Sales History Revenue in Donuts Bakery Products (RM mil)
35 30 25 20 15 10 5 0 2007 2008 2009 2010
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3.11
Current Marketing Objective Long Term: Golden Donuts Sdn. Bhd. plans to open 50 - 60 outlets nationwide within the next five years. It would be looking at shopping malls, highways, petrol stations, educational institutions, hospital, transportation terminals and airports for the new outlets. The company would also open shops in secondary towns and new growth centers all over Malaysia. Besides that, the company also reiterates their Corporate Social Responsibility values and goals. It is to support charity and community involvement by sponsoring donuts & coffee at special price.
Short Term: To increase the sales by a substantial amount, this is going to be achieved through an increase in the reach and frequency of the brand advertising and publicity efforts. The company wants to attract new customers in the target audience of middle class adults, and turn them into repeat customers. Media Expenditure Advertising is a major marketing investment and important company sales. Golden Donuts Sdn. Bhd. reached wider target audience through media which is radio, movies, and newspaper.
3.12
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CHAPTHER 4: CONSUMERS AND STAKESHOLDERS
CHAPTHER 4: CONSUMERS AND STAKEHOLDRERS

4.1 Current Consumers Characteristics 4.1.1 Demographics Age: 18 32 years old Gender: Education: Occupation: Female Secondary School / University Student to working adults (Blue & White collar workers) RM800 RM4000 Malay
Income range: Race & Ethnicity:
Geographic location: Urban and Sub-urban area 4.1.2 Psychographics Perception:
Consumer who concern about time management & health
Motivation and Needs: Food that is delicious with reasonable price that provide and good service Learning: Friends, Family and Colleague Media (Newspaper, Television commercial, etc.) Attitude: Straight forward and Cheerful Personality: Lifestyle: Considerate and Confident Working and Sporty
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CHAPTHER 4: CONSUMERS AND STAKESHOLDERS
4.2
Stakeholders Characteristics 4.2.1 Primary Chairman / President Set the agenda, style and tone of Board discussions to promote constructive debate and effective decision-making Chief executive officer To implement the strategic goal and objective of the organization Board of directors Directing the employees of the company to achieve organization goal Shareholders Develop and maintain business model by investing money to the company in interest of a share on its profit Committees Providing direction and leadership, dealing with compliance issues
Employees Improving professional skills through specialized training and specifically guided experience
4.2.2 Secondary Marketplace Products availability for sale in the marketplace Distributors Aids the distribution of the goods produced while earning from the service provided Health Ministry Achievement of the product in raising health awareness
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CHAPTHER 5: INDUSTRY AND MARKETPLACE

5.1 Food and Beverage (F&B) is an industrial term which is used to define the companies that is involved in producing, manufacturing and processing raw food materials into forms of food and beverage. This includes fresh, prepared foods as well as packaged foods, and beverages. Any product meant for human consumption, aside from pharmaceuticals, passed through this industry. F&B companies are also involved in distributing the finished food products or the near-finished food products in to the hands of distributors or directly to the consumers. 5.1.2 Shape of the Industry The shape of industry is rising because the demand of food is high as food provides nutrition and energy in human dailys life. The industry is in a period of change and expanding its precincts with the shift in consumers preferences. In 2004 the bakery and confectionery products reached RM 2 billion, growing at 3 % in current value terms over the previous year. According to industry analysts, the growth can be attributed to the rising health awareness in Malaysia. Similar to other packaged foods, such as confectionery products, consumers are becoming more concerned with their health. Throughout 2005 the health trend is expected to continue to be the main driver of growth for bakery products, in particular within the bread segment. Recent product launches of more health-oriented products signify the potential of value added products in Malaysia. The current development in the industry is also a consequence of the economic growth in Malaysia. The increasing purchasing power has created a more western inspired demand pattern among the Malaysian consumers, which has lead to the entry of a large number of international fast food chains and the emergence of an abundance of foreign products in the Malaysian retail sector. The Bakery and Confectionery industry is, however, still to a large extend dominated by local players offering a more traditional product assortment. This leaves a great potential for Danish companies to profit on the Malaysian market. The Industry 5.1.1 Definition of the Industry: Food & Beverages industry
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5.1.3
Development of the Industry Food and Beverage (F&B) is an industrial term which is used to define the companies which involved in producing, manufacture and processing, distributing and supplying. In 2008, the food processing industry contributed about 10% of Malaysia's manufacturing output and companies in this industry are predominantly Malaysian-owned. In Malaysia, the food industry is dominated by small and medium scale companies. The major sub-sectors are fish and fish products, livestock and livestock products, fruits, vegetables and cocoa. Currently, Malaysia is the largest cocoa processor in Asia and ranks fifth in the world. However, most of the cocoa beans are imported. Malaysia is also one of the world major producers of spices.
Functional/health food produced in Malaysia is mainly in the form of food products that are enriched. Food ingredients such as customized formulations required by food manufacturers, natural food additives and flavors have the potential for further growth. The halal industry in Malaysia provides immense opportunities for Malaysian manufacturers. With a global Muslim population of about 2 billion, the market for halal food is estimated at US$547 billion a year. The concept of halal is associated with food products which are of high quality in terms of cleanliness, sanitation and compliance with religious requirements. Malaysia's food manufacturer can contemplate joint-ventures with established food manufacturer's, particularly from Australia and New Zealand, to service the ASEAN, Middle East, European and US markets which have sizeable Muslim populations. Local halal food products can gain easy access into these halal markets as Malaysia's halal certification is globally recognized.
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5.2
The Marketplace: Bakery 5.2.1 Current Condition of the Marketplace Bakery is currently in an intensive competition, as there are a lot of new brand appear in the market, which are competing each other both directly and indirectly. The competitors include retailers of donuts, bakery and snacks sold through convenience stores, supermarkets, restaurants and retail stores. The marketplace also competes against other retailers who sell sweet treats such as cookie stores and ice cream stores. They are competed on elements such as food quality, concept, convenience, location, customer service and value. The industry trend moving towards expanded fresh product offerings at convenience stores during morning and evening drive times and products are either sourced from a central commissary or brought in by local bakeries.
5.2.2 Changes in Marketplace Positive: More competition leads to more effort in innovation, thus boosting the growth of the industry. Negative: More competition in the market leads to more loss in profit and cost in promotion and advertising.
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CHAPTHER 6: COMPETITIVE SITUATION

6.1 Direct Competitors 6.1.1 Krispy Kreme Doughnuts

Krispy Kreme is an international retailer of premium-quality sweet treats, including its signature Original Glazed doughnut. Headquartered in Winston-Salem, N.C., the company has offered the highest-quality doughnuts and great-tasting coffee since it was founded in 1937. In addition to our Krispy Kreme retail shops, our premium quality doughnuts are available in mass merchant, grocery and convenience stores throughout the US. Best known for our fresh, glazed, yeast-raised doughnuts, we also offer more than 25 other varieties, including cake doughnuts. Today, Krispy Kreme can be found in more than 650 locations in 21 countries. Krispy Kreme Doughnuts, Inc. (NYSE: KKD) is listed on the New York Stock Exchange. The first Krispy Kreme store in Malaysia was opened on April 2009 in Berjaya Times Square, and having 4 outlets in capital city of Selangor. Product Ranges : Price: Donut, Sandwich, Coffee & Tea, Juices, Sparkling Soda
Doughnuts Original Glazed Donuts 1 Piece RM 2.50 Half Dozen RM 12.00 One Dozen RM 19.90 Combo Hot Combo (2 Doughnuts + 1 Hot Coffee / Tea) Cool Combo (2 Doughnuts + 1 Iced Drink / Chillers / Quenchers) Beverage Quenchers Sparkling Soda (Raspberry Bliss, Apple Swizzle, Passionlicious) Juices (Orange, Pink Guava)
Assortment RM 2.80 RM 15.00 RM 23.90 Price RM 9.90 RM 12.90
RM 8.50 RM 8.50
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Chillers Fruity Passion Fruit Raspberry Orange Blast Kremey Tasty Caramel Delicious Mocha Velvety Vanilla Gorgeous Chocolate Dainty Green Tea Yummy Cookie Iced Drinks Iced Americano Iced Latte Iced Mocha Iced Chocolate Classic Iced Tea Iced Lemon Tea Iced Peach Tea Hot Drinks Aromazing Coffee Americano Cappuccino Latte Mocha Hot Chocolate Hot Tea Baked Creation Sandwich Krispy Croissant with Bologna Krispy Croissant with Egg Maya Krispy Panini with Chicken Pesto Krispy Panini with Tuna Krispy Crown with Turkey Ham & Cheese Combo Combo A (Sandwich + Coffee / Tea) Combo B (Sandwich + Coffee / Tea + Doughnut)
Medium RM 11.00 RM 11.00 RM 12.00 RM 11.00 RM 11.00 RM 11.00 RM 11.00 RM 12.00 RM 12.00 Medium RM 6.00 RM 8.50 RM 10.00 RM 9.00 RM 7.00 RM 8.50 RM 8.50 Medium RM 5.50 RM 6.00 RM 8.50 RM 8.50 RM 10.00 RM 9.00 RM 5.50
Large RM 12.00 RM 12.00 RM 13.00 RM 12.00 RM 12.00 RM 12.00 RM 12.00 RM 13.00 RM 13.00 Large RM 7.00 RM 9.50 RM 11.00 RM 10.00 RM 8.00 RM 9.50 RM 9.50 Large RM 6.50 RM 7.00 RM 9.50 RM 9.50 RM 11.00 RM 10.00 RM 6.50
RM 7.90 RM 6.90 RM 8.90 RM 7.90 RM 7.90 RM 9.90 RM 10.90
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Market Share: 4 Outlets 4% market share Strengths: Large presence and established international brand Streamlined donut making process Weakness: A lack of adequate knowledge of the customer base could lead to the eventual deterioration of the brand USP: Krispy Kreme makes all of its donuts in its store and they are served hot right off the line. Positioning:
Krispy Kreme brings delicious tastes and creating joyful memories of donut and coffee to touch and enhance customers lives.
Advertising Campaign: April 2009 - Grand Opening promotion November 2011 - Minis Talent Show Advertising Schedules: August 2009 - Remarkable Ramadhan promotion August 2011 - Complimentary 2 Doughnuts, Ramadhan promotion October 2010 - Krispy Skremes, Halloween promotion November 2010 Breakfast & Brunch Special promotion November 2011 - Ferris Wheels & the Merry-Go-Round
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6.1.2
J.CO Donuts & Coffee
J.CO Donuts is an International premium donut and coffee brand, offering unique and original mixed flavor of donuts and beverages. J.CO Donuts and Coffees use only the best ingredients taken from all over the world. The first outlet was opened in Indonesia on June 26, 2005 at Supermall Karawaci. Within 4 years of operation, J.CO succeeded to open more than 100 outlets throughout Asia with expansion in Indonesia, Malaysia and Singapore. The latest three outlets were opened in Tampines (Singapore), Pluit Mega Mall and St.Moritz Jakarta (Indonesia). J.CO Donuts & Coffee will be open in Philippine and other countries in ASIA soon. Product Ranges : Donut, J.PoPs (Baby Donuts), Sandwich, Coffee, Yogurt Price: Donuts 1 Piece A box of 6 A box of 12 2 box of 12 J.PoPs (Baby Donuts) A box of 24 J.Club (Sandwich) J.Club Sausage J.Club Katsu J.Cool Yogurt Single (1 topping) Couple (2+1 free toppings) Sharing (3+1 toppings) J.COOL Twist Beverages Signature Drinks Espresso Machiato Americano COD Cappuccino Familia Cappuccino Forest Cappuccino Tiramisu Medium RM 4.80 RM 4.80 RM 6.20 RM 6.20 Medium RM 10.00 RM 10.00 Regular RM 8.80 RM 8.80 RM 7.20 RM 7.20 Regular RM 11.00 RM 11.00 RM 6.19 RM 10.00 RM 12.86 RM 11.00 RM 3.43 RM 3.43 RM 2.40 RM 12.90 RM 21.91 RM 37.20 RM 17.15
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Cappuccino Avocado Cappuccino Berry Cappuccino Mint Cappuccino Cappuccino Caramello Mochabella Italianut Opera Cherry Freeze Cappuccino Cappuccino Caramello Mochabella Chip Avacado Cherry Latte Latte Caramelite Hazelnut Tiramisu Mint Berry Yin Yang Hot Delight Chocolate Chocomint Tea Iced Delight Chocolate Thai Tea Green Tea Lemon Tea Freeze Delight Chocolate Chocomint Choco Forest Orea Green Tea Strawberry Yogurt Cafe Avocado Orange Mango
RM 10.00 RM 10.00 RM 10.00 Medium RM 8.10 RM 10.50 RM 10.00 RM 10.00 RM 10.00 RM 11.00 Medium RM 9.60 RM 10.50 RM 10.50 RM 11.00 RM 10.00 RM 11.00 Medium RM 9.10 RM 10.50 RM 11.00 RM 10.00 RM 10.00 RM 10.00 RM 8.60 Medium RM 8.60 RM 11.00 RM 6.70 Med RM 8.60 RM 8.10 RM 7.70 RM 7.70 Medium RM 10.00 RM 11.00 RM 11.00 RM 11.00 RM 11.00 RM 11.00 RM 9.60 RM 9.60 RM 9.60
RM 11.00 RM 11.00 RM 11.00 Regular RM 9.10 RM 11.50 RM 11.00 RM 10.96 RM 10.96 RM 12.00 Regular RM 10.60 RM 11.50 RM 11.50 RM 12.00 RM 11.00 RM 12.00 Regular RM 10.10 RM 11.50 RM 12.00 RM 10.00 RM 11.00 RM 11.00 RM 9.60 Regular RM 9.60 RM 12.00 RM 7.70 Regular RM 9.60 RM 9.10 RM 8.70 RM 8.70 Regular RM 11.00 RM 12.00 RM 12.00 RM 12.00 RM 12.00 RM 12.00 RM 10.60 RM 10.60 RM 10.60
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Market Share: 8 Outlets 7% of market share Strengths: Innovative product Fastest growing brand in donut industry Weakness: The design of packaging is not impressive and uninteresting of promotion and advertising strategy Positioning:
J.CO is a fastest growing donut brand produce premium donuts to encourage people who enjoy lifestyle to attain dreams through the taste excitement.
Advertising Campaign: January 2011 - Fill the Sky with Pink Angels, Pink Purse Campaign Advertising Schedules: January 2011 - Be A Pink Angel, Pink Purse Campaign promotion November 2011 - Seasons Greetings promotion
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6.1.3
Big Apple Donuts & Coffee
Big Apple Donuts & Coffee is a cafe retailer in Malaysia specializing in donuts and coffee. The company is owned and managed by Big Apple Interasia. Big Apple Donuts & Coffee opened its first outlet and began trading in 2007. The first outlet located at The Curve in Damansara, Selangor, Malaysia. Big Apples exceptional donut qualities come from a unique premix formula with a blend of over 20 ingredients, mostly low-sugar to keep the calorie count as low as possible. Vegetarians especially have been enjoying Big Apple donuts simply because of their vegetable based ingredients. Big Apple Donuts & Coffee is for everyone across all cultures. Muslims have been enjoying its donuts and coffee for years as it is certified HALAL by JAKIM, the foremost authority in Islamic development in Malaysia. Product Ranges : Donuts, Donashi (Mini Donuts), Coffee, Tea, Ice Blended Price : Donuts 1 pcs RM 2.50 A box of 6 pcs RM 13.50 A box of 12 pcs RM 25.00 2 box of 6 pcs RM 27.00 Donashi Price A pack of 9 pcs RM 11.00 A pack of 18 pcs RM 22.00 A pack of 28 pcs RM 25.00 Beverage Ice Blended Price Blueberry RM 7.00 Strawberry RM 7.00 Honeydew RM 7.00 Passion Vanilla RM 7.00 Icy Specials Price Ice Peach Tea RM 7.00 Ice Raspberry Tea RM 7.00 Ice Mango Tea RM 7.00
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Ice Lemon Tea Coffee Americano Cappuccino Caf Latte Hazelnut Latte Toffee Latte Double Toasted Latte Tea Green Tea Apple Tea Earl Grey Tea English Breakfast Tea Others Classic Chocolate
Hot RM 6.00 RM 7.50 RM 7.50 RM 8.50 RM 8.50 RM 8.50 Hot RM 4.00 RM 4.00 RM 4.00 RM 4.00 Hot RM 8.50
RM 7.00 Cold RM 7.00 RM 8.50 RM 8.50 RM 9.50 RM 9.50 RM 9.50 Cold RM 4.50 RM 4.50 RM 4.50 RM 4.50 Cold RM 9.50
Market Share: 45 Outlets 38% market share Strengths: Innovative product Asias fastest growing brands Consistently produce fresh ideas, new flavors and value promotion USP: Ingredient that used to produce donut is mostly low-sugar and low calories Positioning: Big Apple Donuts offering new, innovative and exciting yet providing ultimate sweet tooth experience to donuts lovers around the world. Advertising Campaign: February 2010 - Anniversary Flying Kisses Contest April 2010 - Donashi Guess & Win Contest October 2011 Big Apple 365 contest Advertising Schedules: December 2009 - Alvin and The Chipmunks 2 special promotion June 2010 - Mothers Day & Fathers Day Special August 2010 - Summer Holiday & National Day promotion October 2010 - Halloween promotion
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6.2
Indirect Competitors 6.2.1 Cupcake Chic Cupcake Chic is a gourmet cupcake bakery located in Malaysia. The co-founder of Cupcake Chic Ben Foo & Joanne open the first Cupcake Chic shop at The Curve, Mutiara Damansara. Cupcake Chic is dedicated to making the best tasting cupcakes by using finest ingredients to create a fresh and delicious product. Cupcake Chic have 25 unique flavor which classified in 5 categories of the menu, which is Classics, Lites, LoveEm, Chocoholics and Macarons. The brand has its special way to sell cupcake, among 25 flavors, 12 will chose to bake and for sales. Cupcake Chic also provides the menu of everyday for customer for convenience purpose.
Product Ranges : Price: 1 pcs Half Dozen 1 Dozen Macarons 1 pcs Half Dozen 1 Dozen Strengths: - Product diversification, new market - Consistently produce fresh ideas, new flavors and value promotion Cupcake Chic making best tasting and quality cupcakes to make the world smile and bring the joy and cheer to everyone. RM 3.90 RM 22.20 RM 39.60 Cupcakes
Cupcakes RM 4.90 RM 27.00 RM 51.00
Positioning:
Advertising Campaign: August 2009 - Merdeka Weekend Special February 2010 - Love at First Bite March 2010 - Chic Weekday Promotion December 2010 - Its Christmas Time Again January 2011 - Valentine Dolce Box promotion
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6.2.2
Wafflehour
Wafflehour sells delight waffle with over 20 locations in Malaysia. Most of the locations are in Selangor. Wafflehour offering a wide range of jam spread to indulge customer taste buds, such as Chocolate, Peanut Butter, Strawberry, Margarine and more. Other selections include tasty hotdog, sweet corn, milk tea and fine coffee. Wafflehour operates their business with multi food concept, a new partnership company has been established on year in 2008. Even though it is new, the partners mainly the owners are very dedicated, competent, highly motivated and posses a very high integrity to run the business well. The partners also have experiences in food and beverage business and will be able to apply all the knowledge and experience gained coupled with the intensive training provided by the Franchisor to operate the outlet if given the opportunity. Product Ranges : Waffle, Hotdogs, Sweet corn, bubble fruit tea and coffee Price: Waffle Kaya RM 2.50 Peanut RM 2.50 Margarine RM 2.50 Strawberry RM 2.50 Blueberry RM 2.80 Chocolate RM 2.80 Cuoouccino RM 2.80 Hotdog Cheesy Hotdog RM 3.90 Chili Hotdog RM 3.90 New York RM 4.00 Sweet Corn Sweet Corn RM 2.60 Mayo Corn RM 3.00 Beverage Fruit Juice Blueberry RM 3.00 Green Apple RM 3.00
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Chocolate Honey Dew Strawberry Vanilla Watermelon Coffee Latte Mocha Chocolate Cappuccino Bubble Coffee Tiramisu Coffee Caramel Macchiato Coffee Other Mineral Water Milk Shake Iced Blended Add Jelly Strengths: Weakness: Positioning:
RM 3.00 RM 3.00 RM 3.00 RM 3.00 RM 3.00 RM 3.50 RM 3.50 RM 3.50 RM 3.80 RM 3.80 RM 4.20 RM 4.20 RM 1.50 RM 3.00 RM 3.50 RM 0.50
- Fast and convenient service - Very reasonable price Weak brand positioning, level of customer loyalty is low Wafflehour served best waffle and drinks with wide range of flavor to people who like fast service.
Advertising Campaign: May 2008 - Tar Collage Food fair November 2008 - Multifood fair @ The Mines Resort June 2009 - Read Malaysia, charity event February 2010 Valentines Promotion December 2010 - Christmas Promotion August 2011 - Ramadan Promotion
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6.2.2
Auntie Annes
Auntie Anne's, based in Lancaster, Pennsylvania, is an American chain of pretzel bakeries founded by Anne and her husband Jonas in 1988. Anne and Jonas created a pretzel those customers quickly dubbed better than the best youve ever tasted, which are the same pretzel we all know and love today. Other than pretzels, Auntie Anne's serves products such as dips, hotdog and beverages. Auntie Anne's has more than 300 franchisees with more than 1,100 locations in the United States and 23 countries. Product Ranges : Pretzels, Pretzel Stix, Pretzel Dogs, Dips and Drinks Price: Pretzels Original Specialty
(Cinnamon Sugar, Caramel Almond, Garlic Raisin, Sesame, Choc clair, Nutty, Seaweed, Sour Cream & Onion, Parmesan Cheese, Green Tea, Java Coffee, and Zesty Roselle)
RM 2.50 RM 3.20 RM 4.40 RM 5.00 RM 6.50 RM 3.20 RM 3.80
Premium
(Caramel Almond, Glazin Raisin, Jalapeno, and Cinnamon Raisin)
Treats Pretzel Dog Pretzel Dog Cheese Pretzel Stix - Original Pretzel Stix Cinnamon Sugar Dips Caramel / Chocolate / Cheese Beverage Fruit Dutch Ice Mocha Dutch Ice Fresh Juice Original Combo Premium Combo Specialty Combo The 2 Combo RM 5.00 RM 7.50 Large RM 5.50 RM 6.50 RM 6.90 RM 8.90 RM 19.00 RM 1.50
Med RM 4.00 Combo
(Lemonade, Passion Fruit)
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Strengths: - Uniqueness of mixing, twisting Pretzels - Specialize in selling Pretzels products - Well-known Positioning: Unobtainable Advertising Campaign: December 2010 - Pretzel Dog Bites promotion January 2011 - Chinese New Year promotion February 2011 - Valentines Special April 2010 - Pretzel Day (Free Pretzel) April 2011 - 15 Year Anniversary promotion May 2011 - Auntie Annes Pretzel Workshop @ Sunway Pyramid August 2011 - Ramadhan Special promotion September 2011 - Limited product Mango Dutch Iced
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CHAPTHER 7: SWOT ANALYSIS
CHAPTHER 7: SWOT ANALYSIS

Dunkin Donuts SWOT Analysis

Strength

Weakness
Weak in promotion and advertising strategy on media.

Diverse menu with a wide range of donuts, coffee & tea.

Regularly release new donut flavors and new beverage flavors. Grab & Go concept that brings fast and convenience service. Lowest selling price in the market. Use high quality and imported ingredient to make donuts. Donuts are fried in less than 1% trans-fat oil.
Appearance of packaging is not appealing, and uninteresting.

Brand image and brand loyalty is unknown through audience awareness.
Opportunity

Threats

Fast Food. Kids love sweet stuff. Malaysia is a health conscious society. Fastest growing dining category in Malaysia.
Changing cost of supplies.

Change in consumer lifestyles. Competitors have aggressive differentiation strategies. Competition offering variety of products and premium drinks.
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CHAPTHER 8: STRATEGIC TARGET AUDIENCE

8.1 Proposed Primary Target Audience 8.1.1 Demographics Age: Gender: Education: Occupation: 4 - 12 years old Male & Female Kindergarten to Primary School Students Below RM200 All races
Geographic location: Urban and sub-urban 4.1.2 Psychographics Perception: Consumer who likes sweet stuffs Motivation and Needs: Food, Outdoor activities, Gifts Learning: Parents, Friends and TV advertisement Attitude: Active and straight forward Personality: Lifestyle: Happy go Lucky and Hardworking Sporty and Like watching TV shows
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8.2
Proposed Secondary Target Audience 8.1.1 Demographics Age: 16 - 32 years old Gender: Education: Occupation: Male & Female Secondary School / University Students and Working adults RM1000 and above All races
Geographic location: Urban 4.1.2 Psychographics Perception: Motivation and Needs: Following peers in most actions Learning: Attitude: Personality: Lifestyle: Active and Cheerful Considerate, Discipline and Confident Working and Socializing Friends and Family, Colleague, Internet
Consumer who fancies about trendy stuffs
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CHAPTHER 9: RESEARCH DEVELOPMENT

9.1 Marketplace Research
Dunkin Donut @ Alamanda
Dunkin Donut @ Mid Valley For marketplace research purpose, I have visited to Dunkin Donut stores in shopping malls at Selangor. The aim is to research on Dunkin Donut regarding the price and placement in comparison with its competitor. I have visited to 2 different stores, which are located in Alamanda Shopping Centre, Putrajaya and Mid Valley Megamall, Petaling Jaya.
The Dunkin Donuts store in Alamanda Shopping Center is a kiosk, the kiosk are placed at the center of shops. I think it is a good location as shoppers can easily see the kiosk while they are walking around at the shopping center. Products that available at the kiosk are donuts, sandwich and coffee. The store in Mid Valley megamall is a caf restaurant. More products are available in the caf restaurant, such as Munchkins, sandwiches, pizza and paste.
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9.2
I did an interview with the workers, asking for information about the store & business and took some photographs of the store and product. Besides that, I also purchased a piece and coffee for reviewing purpose. Market Observation Apart from observing product price and placement, I visited each donuts brand to observe the market situation. I decided to focus the observation date on weekend, which is Saturday and Sunday. Following are the date and location for the observation and findings as well.
Date: 5-11-2011 Location: Dunkin Donut @ Mid Valley
Date: 6-11-2011 Location: Krispy Kreme @ Mid Valley
Date: 12-11-2011 Location: J.CO @ Pavilion
Date: 13-11-2011 Location: Big Apple Donuts @ KLCC
Dunkin Donut Krispy Kreme J.CO Donuts Big Apple Donuts
10.30 11.00 pm 8 15 32 27
1.00pm - 2.00pm 32 43 54 64
5.00pm - 6.00pm 28 31 42 77
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9.3
Online Survey The online survey was conducted from 14th to 20th November 2011, with 76 participants. The survey aims to investigate on the consumer behavior in consumption of donuts, customer perception towards Dunkin Donuts brand and consumer preferences among its relevant market. The result shows that 87% of the samples that are aware of Dunkin Donuts brand, only 13% are aware of the brand unique selling proposition, which is very in product awareness. Moreover, only 14% of the samples find the brand product packaging is visually attractive. However, 59% show a positive or moderate response towards Dunkin Donuts. The survey questions and results are shown as below:
Question 1
What is your gender?

51% 49%
Male
Female
This question investigates on the gender of participants. Result show that 49% of the participants are male and 51% are female.
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Question 2
What is your age group? 0% 5% 12%
83% 17-Dec 18-23 24-29 30 and above This question investigates to classify the age group of the participants. It shows that 5% are 12-17, 12% are 24-29, and most of the participants are 18-23 years old, which covered 83%.
Question 3
What is your income/salary? 13% 20%
66% 1%
RM 100 - RM 1000
RM 1000 - RM 2000
RM 2000 - RM 3000
RM 3000 and above
This reading shows that most of the participants income is RM 100 - RM 1000, where occupying 66%, 20% of participants income is RM 1000 RM 2000, only 13% of them are in RM 2000 RM 3000 income range, for RM 3000 and above is 1%
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Question 4

5%
What is your nationality?
95%
Local
Internaronal
This question is to investigate the nationality of participants. Reading shows that 95% are Malaysian and 5% are foreigner.
Question 5
Are you a fan of donut? 39%
61%
Yes No This question is to investigate how many participants love donuts. The reading shows that 61% of the participants love and 39% dont.
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Question 6
Why do you eat donut?
0% 21% 13% 25% 41%
This question is to investigate the reasons of participants eat donuts. It shows that most of the participants eat donut as a dessert, while 25% of them eat donut because they crave it, 21% eat donuts because it is available and 13% of them eat donuts for hunger.
For Dessert
You Crave it
For Hunger
Because it's avaiable
Other
Question 7
How often do you eat donut?
1% 18% 33% 43% 5%
Several rmes in a week Once a month
Once in a week I don't like donut
Several rmes in a month
This question is investigates on donut consumption rate of the market. The reading show that 43% of the participants eat donut once a month, while 33% of them eat it several times in a month, 5% of them eat donuts once in a week, 1% eat donuts several times in a week and 18% of the participants do not like donuts.
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Question 8
Are you familiar with Dunkin Donuts? 13%
87%
Yes
No
This question is to study the brand awareness of Dunkin Donuts. The reading show that 87% of the participants are aware of Dunkin Donuts brand, and 13% do not. The results show that Dunkin Donut has high brand awareness in the market.
Question 9
What is your favorite brand that you prefer for a donut?

3% 10% 28% 12% 47%
Big Apple Donuts & Coee Krispy Kreme Doughnuts & Coee Other
J.CO Donuts & Coee Dunkin' Donuts & Coee
This question investigates on consumer preferences among different brand of donuts in Malaysia. From the chart above, Big Apple Donuts and Coffee have the most overwhelmed popularity among the consumers, with 47%. J.CO Donuts have 28%, 12% goes to Dunkin Donuts and 10% to Krispy Kreme Doughnuts.
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Question 10
Do you like to consume donut with coffee?

47% 53%
Yes
No
This question is to study do consumer like to eat donuts with coffee. The results show that 53% dont and 47% of them like.
Question 11
Based on your experience, how do you rate the quality of Dunkin Donuts?

Poor Average Good Execellent This question studies on consumers feedback on the products of Dunkin Donuts. The chat shows that most of the people find the product quality is average, 26% said it is good, and 13% of them find the product quality is bad.
1% 26% 13%
60%
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Question 12
What would be the main reason if you choose Dunkin Donuts?

9% 7%
23% 9%
38% 14% Just to buy donut & coee Value menu Money saving Environment Other Convenience This question studies on the factor that affect customer to choose Dunkin Donuts. From the bar chart above, most number of consumers chooses Dunkin Donuts because it is convenient. 22% of them just to purchase donuts and coffee, 14% of them choose it because it is cheap. Other goes to environment and value menu, both having 9%
Question 13
What are the features that influence you when buying donuts?

0% 16% 58% 18% 8%
Apperance
Prcie
Promoron
Taste
Other
This question studies on sales attraction of donuts consumption. Most of the consumer purchase donuts because of the taste, which occupy 58% while promotion and appearance occupy 18% and 16% respectively. 8% of the customer consider about the price as the feature that influence them to buy donuts.
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Question 14
How did you find out about Dunkin Donuts?

45%
31%
7%
17%
Print Media TV and Radio
Social Network and Online Promoron Recommendaron from friends and family
This question studies on customer awareness through brand promotion and advertising. The results show 45% of customer heard about Dunkin Donuts from their friends and families. While 31% of them finds out the brand from media and 17% from internet, and lastly 7% is from TV and radio.
Question 15
Do you know in Dunkin Donuts, donuts are fried in less than 1% of trans-fat oil?

18%
82%
Yes
No
This question studies on customer understanding of the brand and products. From the chart above, it shows that 82% of the customers do not know about the brands selling point, only 18% of them do. This shows as serious issues as customers have least understanding about the product.

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Question 16
Among all donut packaging, which one do you think is the most visually attractive?

3% 14% 14% 26% 43%

Big Apple Donuts & Coee J.CO Donuts & Coee Krispy Kreme Doughnuts & Coee Dunkin' Donuts & Coee Other This question studies on customer opinion on the product packaging of the brand. The reading shows that 43% of find Big Apple Donuts have the most attractive visual for their packaging, while J.CO Donuts occupied 26%, Dunkin Donut and occupied Krispy Kreme has the least which is 14% and 13% only.
Question 17
What issue do you think that is stopping you from going to Dunkin Donuts?

3% 10% 26% 27%
4% 30%
Not knowing the existence
Bad donuts
Locaron
Packaging
Price
Other
This question studies on customer opinion on what factors could stop them from visit to Dunkin Donuts. From the analysis, the most important factor goes to donuts itself, 30% thinks that a bad donuts could stop them for visiting the store. Following up is the location and packaging, occupying 27% and 26% respectively. However 3% goes to other, saying that the hygiene of the product itself is important.
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Question 18
If given an option, what improvement you wish to see on Dunkin Donuts?

13% 38% 16% 10% 23% Adverrsement and Promoron Packaging More Flavor Numbers of outlet Other
This question studies on customer suggestion to improvement Dunkin Donuts brand. The results shows that 38% of the consumer wishes to see improvement on advertising and promotion, 23% of them wishes to see improvement on packaging while 10% wish to see improvement on flavor. However 13% goes to other, which customer which to see improvement on the taste and quality of products.

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9.4
Interview
As the brand information is limited from internet and media, I have interview the marketing manager of Dunkin Donuts Malaysia in order to seek further information about the brand and products. _______________________________________________________________________________
Dunkin Donuts Situation Analysis Interview Sheet

1. DDs target audience & race: Malay, Young adult 2. Other than donut, coffee & bakery products, is there any other product / services available in DD? Yes, DD sells merchandize such as tumble, cup, and coffee bean as well. 3. How many flavors offering in DD Malaysia? Is there any limited flavor available? 34 flavor, and limited time offer product 4. How much difference types of DD outlet locations in Malaysia? 6 types - Airport, R&R, Petrol Kiosk, Shopping mall, Hypermarket, Bus terminal 5. Website or social media network: Working in progress 6. How often is the company re-new/change the packaging? Very often (Festival, Special promotion) 7. What is the past and current promotion & advertising campaign on DD? Past: Super Heros Choice (Captain America) Current: Choco Fest
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8. Is there any event organized (sponsored) by DD? Cinema coupon (Pink Panther, Garfield, Captain America) SPCA - Fund rising 9. What is the brand strength & weakness? Strength: Easy access, Grab & Go concept, flavors, innovative Weakness: Self-service caused hygiene issues 10. USP Healthy - Donuts are fried in less than 1% of trans-fat oil. 11. What is the current market share of Dunkin Donuts in Malaysia? 70 75% 12. Who is the biggest competitor in the market? Hows the competitor affect DD? No, competitors help to build a trend in lifestyle. Its a win-win situation, benefit to each all. 13. What so unique about DD among the competitor? - 14. Current condition of the marketplace? - Aims to open 10 new outlets in 5 year - Plan to open new outlets in Hospital - Focus on brands CSR Convenient - Grab N Go concept Menu - Wide range of donuts flavor. Radio Station - MY FM and Hitz FM
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CHAPTHER 10: PRECEDENT STUDIES

10.1 ii. Bunting iii. A3 Standy Choco Fest November 2011 i. Hanging Mobile Advertising Strategy Current advertising strategies in promoting donuts
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Caf restaurant Kiosk
Hanging Mobile
A3 Standy
A3 Standy
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Hitz. FM Cruisers free donuts July 2011 @ Bangsa Sports Complex Super Heros Choice (Captain America) POP July 2011 @ Alamanda Shopping Center, Putrajaya
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Super Heros Choice (Captain America) promotion July 2011 Chinese New Year promotion
Introducing California Raisin Donuts June 2011
i. POP
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January 2011 I. Box Packaging
ii. POP
Christmas promotion January 2011 I. Box Packaging
ii. Hanging Mobile
Introduce U.S. Dehydrated Potatoes donut July 2010
Ramadhan Promotion
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November 2010 i. Standy iii. Box Packaging 1
ii. Green Packet
iv. Box Packaging 2
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World Cup Packaging May 2010 i. Box Packaging March 2010 Special Lunch promotion @ Real Rewards July - August 2008 The Great Coffee Bash Contest
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60 years Anniversary celebration March 2010 i. Box Packaging 1 i. Box Packaging 2 Chinese New Year advertisement and web banner January 2010
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Christmas & New Year Packaging December 2009 i. Box Packaging Hari Raya Standy @ Shell Petrol October 2009
Mothers Day web banner October 2009
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10.2
Precedent Studies 10.2.1 TV Commercial:
Dunkin Donuts - You Kin Do It (United States)
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Dunkin Donuts - Holiday Greetings (United States)
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Mister Donut Pon de Lion, lion king of donut (Japan)
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Dunkin Donuts - Minis (United States)
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Mister Donut Marry Me
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Krispy Kreme Doughnuts - Think (United States)
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Mister Donut - Sharing (Japan)
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Big Apple Donuts - Tree (Malaysia)
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10.2.2 Big Apple Donuts Advertising Strategy
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10.2.3 Krispy Kreme Doughnut Advertising Strategy
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10.2.3 Mister Donut Advertising Strategy (International)
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CHAPTHER 11: REFERENCES

Bianculli, D. (2006). Slate's Ad Report Card: It's a Dunkin' Donut World [Online] Retrieved from http://www.npr.org/templates/story/story.php?storyId=5364273 [2011, November 4] Anonymous. (ND). The Bakery And Confectionery Industry. Retrieved from Official Website by Dunkin Donuts. [Online] Retrieved from http://news.dunkindonuts.com/press_file.cfm?presskit_id=2 [2011, November 2] Anonymous. (2011). Fast Food in Malaysia [Online] Retrieved from http://www.marketresearch.com/map/prod/6537107.html [2011, November 2] Official Website by DD IP Holdren LLC [Online] Retrieved from http://www.dunkinfranchising.com/aboutus/franchise/franchise-home.html [2011, November 2] Linda, T (2004). Fastcompany.com . Its Not About the Doughnuts. [Online] Retrieved from http://www.fastcompany.com/magazine/89/dunkin-donuts.html [2011, October 27] Ellis, J. (2011). Harbott.com. Krispy Kreme Turnaround Strategy. [Online] Retrieved from http://www.harbott.com/blog/wp-content/themes/uploads/2011/02/Strategy- 1-Coursework-Krispy-Kreme.pdf [2011, October 27] Khan, Y (2010). Scribd.com Competitive Analysis. [Online] Retrieved from http://www.scribd.com/doc/44084931/Competitive-Analysis [2011, October 27] Steve, M. (2010). Largetype Work Blog. Daydream Rebrand: Dunkin Donuts. [Online] Retrieved from http://largetype.squarespace.com/blog/2010/3/30/daydream- rebrand-dunkin-donuts.html McCollam, C. (2011) For Dunkin Donuts the World of Social Media Runs on ROI Retrieved from http://socialmediatoday.com/localspeak/385443/dunkin-donuts- world-social-media-runs-roi [2011, October 25] Musa, Z. (2010). The Star Online. Dunkin Donuts to have more outlets nationwide. [Online] Retrieved from http://thestar.com.my/metro/story.asp?file=/2010/7 /2/southneast6533954&sec=southneast [2011, October 27] Blurb.com (2010). Dunkin Donuts Annual Report. [Online] Retrieved from http://www.blurb.com/books/1564410 [2011, October 25]
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http://www.ambkualalumpur.um.dk/en/menu/CommercialServices/MarketOpportu nities/Sectoranalyses/VictualsAgricultureandAquaculture/TheBakeryandConfectioner yIndustry/ [2011, November 5] Branimir, K (ND). History of Mobile Marketing: Dunkin Donuts [Online] Retrieved from http://blog.fortumo.com/history-of-sms-marketing-dunkin-donuts/ [2011, November 10] Anonymous. (2010). Customer-Driven Marketing Strateg [Online] Retrieved from http://www.prenhall.com/behindthebook/0132390027/pdf/Kotler_CH07.pdf [2011, November 10] The Star Online. (2009). 20 Krispy Kreme Doughnuts stores to open in five years [Online] Retrieved from http://biz.thestar.com.my/news/story.asp?file=/2009/4/25/business/ 3770249&sec=business [2011, November 10] Anonymous. (2011). AIB International. Doughnut Statistics and Trends [Online] Retrieved from https://www.aibonline.org/resources/statistics/doughnut.html [2011, November 12] Mahalingam, E. (2010). The Star Online. Better economy good for F&B industry [Online] Retrieved from http://biz.thestar.com.my/news/story.asp?file=/2010/5/8/business/ 6215669&sec=business [2011, November 15] Official Website by Ah_c0oL.com [Online] Retrieved from www.wafflehour.com [2011, November 5] Official Website by Auntie Annies. [Online] Retrieved from www.auntiesannes.com [2011, November 5] Official Website by J.CO Donuts [Online] Retrieved from www.jcodonuts.com [2011, November 5] Official Website by Qinetics. [Online] Retrieved from http://www.krispykreme.com.my/history.html [2011, November 5] Official Website by Big Apple Malaysia [Online] Retrieved from www.bigappledonuts.com [2011, November 5] Official Website by Dunkin Donut U.S. [Online] Retrieved from www.dunkindonuts.com [2011, November 5]
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CHAPTHER 12: APPENDICES

12.1

Online Survey Questionnaire
1. What is your gender? Male Female 2. What is your age group? 12-17 18-23 24-29 30 and above 3. What is your income/salary?

RM 100 - RM 1000 RM 1000 - RM 2000 RM 2000 - RM 3000 RM 3000 and above 4. What is your nationality?

Local (Malaysian) International (Others) 5. Are you a fan of donut?

Yes No 6. Why do you eat donut?

For Dessert You Crave it For Hunger Because it's available Other: __________________
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7. How often do you eat donut?

Several times in a week Once in a week Several times in a month Once a month I don't like donut 8. Are you familiar with Dunkin Donuts?

Yes No
9. What is your favorite brand that you prefer for a donut?

Big Apple Donuts & Coffee J.CO Donuts & Coffee Krispy Kreme Doughnuts & Coffee Dunkin Donuts & Coffee Other: __________________
10. Do you like to consume donut with coffee?

Yes No
11. Based on your experience, how do you rate the quality of Dunkin Donuts?

Poor Average Good Excellent
12. What would be the main reason if you choose Dunkin Donuts?

Just to buy donut & coffee Value menu Money saving Convenience Environment Other: __________________
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13. What are the features that influence you when buying donuts?

Appearance Price Promotion Taste Other: __________________
14. How did you find out about Dunkin Donuts?

Magazine, Newspaper, Flyer, etc. Social Network, Online Promotion, etc. TV, Radio Recommendation from friends and families
15. Do you know in Dunkin Donuts, donuts are fried in less than 1% of trans-fat oil?

Yes No
16. Among all donut packaging, which one do you think is the most visually attractive?

Big Apple Donuts & Coffee J.CO Donuts & Coffee Krispy Kreme Doughnuts & Coffee Dunkin Donuts & Coffee Other: __________________ 17. What issue do you think that is stopping you from going to Dunkin Donuts? You can select more than one answer

Not knowing their existence Bad donuts Location Price Packaging Other: __________________
18. If given an option, what improvement you wish to see on Dunkin Donuts?

Advertisement & Promotion Packaging More flavor Numbers of outlets Other: __________________
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CHAPTHER 1: PROJECT OVERVIEW

CHAPTHER 1: PROJECT OVERVIEW

CHAPTHER 1: PROJECT OVERVIEW

CHAPTHER 2: PROJECT PROFILE

CHAPTHER 2: PROJECT PROFILE

CHAPTHER 2: PROJECT PROFILE

CHAPTHER 2: PROJECT PROFILE

RM 9.90 RM 3.80 RM 9.90 RM 2.70 RM 3.00 RM 2.60 RM 3.80

CHAPTHER 2: PROJECT PROFILE

Product Range Donut Varieties

Choc Almond (NEW)

Glazed Mixed Fruit (NEW) Peanut Jelly Swiss Milk Chocolate

Lemon Filled Nutty Strawberry

Strawberry Frost Sugar Raised

Crescent Glazed Choc (Super Hero Choice) Ketupat

Old Fashion Kurma Chocolate Sesame Seed

Potato Custard Orange California Raisin Snowy Fruit Cake

CHAPTHER 2: PROJECT PROFILE

Product Life Cycle Sales

Time Intro Growth Peak Decline

CHAPTHER 2: PROJECT PROFILE

CHAPTHER 2: PROJECT PROFILE

CHAPTHER 2: PROJECT PROFILE

CHAPTHER 3: THE COMPANY

CHAPTHER 3: THE COMPANY

CHAPTHER 3: THE COMPANY

Dunkin Donut @ Alamanda Shopping Centre Putrajaya (Kiosk)

Dunkin Donut @ Ampang Park (Caf)

Dunkin Donut @ Ampang Point (Caf)

Dunkin Donut @ BHP Karak Highway (Caf)

Dunkin Donut @ Carrefour Subang Jaya (Caf)

Dunkin Donut @ Carrefour Wangsa Maju (Caf)

CHAPTHER 3: THE COMPANY

Dunkin Donut @ Giant Batu Caves (Kiosk)

Dunkin Donut @ Giant Kelana Jaya (Kiosk)

Dunkin Donut @ Giant Shah Alam (Caf)

Dunkin Donut @ Ikano Power Centre (Caf)

Dunkin Donut @ Jusco Taman University (Kiosk)

Dunkin Donut @ Jusco Tebrau City (Caf)

Dunkin Donut @ KL Sentral (Caf)

Dunkin Donut @ Low Cost Carrier Terminal (Caf)

Dunkin Donut @ Metro Point Kajang (Caf)

Dunkin Donut @ Mid Valley Megamall (Caf)

Dunkin Donut @ Mines Shooping Fair (Caf)

CHAPTHER 3: THE COMPANY

Dunkin Donut @ OBR Sungai Buloh Highway (Caf)

Dunkin Donut @ One Borneo Sabah (Caf)

Dunkin Donut @ Petronas Karak Highway (Caf)

Dunkin Donut @ Petronas Mutiara Damansara (Caf)

Dunkin Donut @ Petronas NKVE (Caf)

Dunkin Donut @ Petronas Pasir Gudang (Caf)

Dunkin Donut @ Petronas RSA Seremban (Caf)

Dunkin Donut @ Petronas Shah Alam (Caf)

Dunkin Donut @ Petronas Shah Alam TTDI (Caf)

Dunkin Donut @ Petronas Skudai (Caf)

Dunkin Donut @ Petronas Sprint Highway (Caf)

Dunkin Donut @ Petronas Technology Park (Caf)

CHAPTHER 3: THE COMPANY

Dunkin Donut @ Plaza Angsana (Caf)

Dunkin Donut @ Plaza Pelangi (Caf)

Dunkin Donut @ R&R Tapah North (Caf)

Dunkin Donut @ R&R Tapah South (Caf)

Dunkin Donut @ Shell MRRII Ampang (Kiosk)