Creative Brand Strategy

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 Group 1:

Aisya Diva Anwagodsa (0365505)

Khu Ying Ying (0357306)


STRENGTHS: 

  • Strong Brand Recognition: Their logo is very consistent, even after the rebranding, typeface, and the same color palette, making people easily recognize the new face of the product.

  • Good management of supplies: They can maintain their quality in different branches.

  • Largest coffee and baked goods in the world (alternative).


WEAKNESS: 

  • Relying on the US market.  In some countries, Dunkin’ is not as famous as they are in the USA. Some people do not even recognize their rebranding.

  • A name change is long overdue: After the advertisement campaign America Runs on Dunkin’ they should have changed the name immediately.


OPPORTUNITIES:

  • Healthy Menu Adaption: In 2024, around 589 million adults have diabetes with more than 80% living in low- and middle-income countries [1]. Dunkin' can respond to increasing health concerns by:

    • Option 1: Introducing healthier menu items such as whole-grain bread, low-fat milk, and fresh fruit.

    • Option 2: Displaying sugar content clearly on menus and packaging to help  customers make informed dietary choices.

    • [1] https://idf.org/about-diabetes/diabetes-facts-figures/ 

  • Global Expansion: Dunkin' has the potential to grow its international presence by entering untapped markets in regions such as Africa and Latin America, and adapt to local preferences.

  • Expansion into Grocery Retail: Selling more branded products in supermarkets or online stores can create additional revenue streams and build brand awareness.


THREATS:

  • Intense Market Competition: Dunkin’ faces strong competition from both global and regional brands. For example:

    • Starbucks – A direct competitor known for its premium coffee and strong brand loyalty in the quick-service coffee industry.

    • McDonald’s (McCafé) – Offers coffee and baked goods at competitive prices, leveraging its widespread presence and convenience.

    • Local coffee chains – Often cater to regional tastes and may have stronger cultural connections or pricing advantages in certain markets.

  • Franchise Risk: Global brand reputation can be harmed by inconsistent service/product quality in certain countries.

  • Negative Viewpoints on Donuts: Doughnuts are generally considered unhealthy, with nutritionists and food influencers emphasising their high sugar and fat content, potentially reducing customer interest.

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