Segmentation Study
Objective: Develop consumer segments for Dunkin’ Donuts, evaluate and recommend the segments that would most benefit the brand.
Initial Thoughts: - Doughnuts have become part of our culture. - Doughnuts = simple; simple names, simple treat, simple solution. - There is a strong connection between coffee and doughnuts. - Sharing is common with doughnuts. - Doughnuts are one of many unhealthy comfort foods.
Key Insights: - Eating doughnuts is euphoric. - It is a food to be shared. - People light up at the site of the box; “Are there donuts in that box!” - It is an easy way to apologize or make people feel better (either with your family or co-workers).
“ Never met a donut I didn’t like.”
Competition: Krispy Kreme
Grocery Stores
Very little variety; it is all about the experience and being able to see them make a doughnut that you can eat hot in the store. Even though the experience aspect is very present, it still does not match the variety that Dunkin’ offers. They are all about community.
Entenmann’s and brand name doughnuts like Wal-Mart are examples. No variety. No real choice in what you get besides powdered or glazed. Not a thought-out purchase; very spontaneous just to cure a serious sweet tooth.
381 Stores
8,835 Stores
Segments: Buy 1-2 at a time Purchase at least once a week Doughnut store die-hard
Buy 6-12 at a time Purchase at least once a month Likes doughnut store diversity
44% Serious Sweet Tooth
Peacekeepers and Pleasers
Self-control for this group goes out the window when it comes to donuts. These people get major cravings for sugar a few times a week, and the donut provides the sweet sugary rush that they need.
Donuts are world peace for this group of people pleasers. For them, donuts are as good as a sweet medal of honor. They’ll wear it with pride too when they reward themselves for running a successful meeting or dealing with the in-laws over the holidays.
Morsel Moochers
Annual Achievers
This group never buy donuts, but they do love to eat them. If a box of donuts is present at work, home, a party or a free sample stand, they will not hesitate to put their paws on a Bear Claw. On the rare occasion that they do buy donuts, it will be for a social gathering.
If they need a reward for doing something great once in a while, the Annual Achievers, will pick up a donut as their award. Whether its to celebrate raise at work or two months of sticking to their diet, the donut for them says ‘Well done! you deserve it!’
Rarely Buying Buy for special occasions only
Buy 1-2 at a time Purchase once or twice a year Doughnut store decision makers
Strategy: Feed your need to please. Tactics: “The Quick Six” For every 6 doughnuts you purchase you get one free. Corporate Competition could include the first company to purchase 600 doughnuts willl get a DD office party. Promote through FourSquare participants to compete for Mayorship of their local Dunkin Donuts.
“A Sampling of Smiles” Campaign Post pictures to the Dunkin Donuts online blog of people with “doughnut smiles” in different locations.
Coffee Combos Position signs or hang tags on the doughnut display cases suggesting a coffee to pair with the specific doughnuts. This will promote the upsell of coffee purchases when buying doughnuts.