Dunkin Donuts

Marketing Plan

4/18/2011

By,
Maham Asghar (09-2678)
Zoya Asghar (09-2679)
Farrukh Kazi (09-2600)
Jawad Saleem (09-2638)

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Letter of Transmittal

As authorized by you to complete the course “Marketing Management”. Here by, we are
submitting this report. The product we have selected is Doughnut by Dunkin Donuts. The reason
behind selecting this product is that it is a consumer good.

We would like to thank a few people who have helped us in completing this report; first of all we
would like to thank our teacher, for guiding us so well and Mr Syed Masroor Hussain, the
Assistant Brand Manager of Dunkin Donuts, who has supported us throughout this project and
has helped us overcome a lot of problems that we faced while preparing this plan.

We hope that this Marketing Plan will prove to be satisfactory. If you have any queries regarding
this report please feel free to contact us.

Maham Asghar.
Zoya Asghar.
Jawad Saleem.
Farrukh Kazi.

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Table of Contents
Letter of Transmittal..........................................................................................................................i
Executive Summary........................................................................................................................iv
Section 1.1: Company & Product Profile........................................................................................1
The company................................................................................................................................1
The product...................................................................................................................................1
The Market...................................................................................................................................2
Consumer Need............................................................................................................................2
Section 1.2: Consumer Profile.........................................................................................................2
Consumer Segmentation and Targeting.......................................................................................2
Section 1.3: Market Profile..............................................................................................................4
Situation/Marketing Analysis......................................................................................................4
Trends..........................................................................................................................................4
Threats..........................................................................................................................................4
Competitors Analysis...................................................................................................................5
Market Share of Direct and Indirect Competitors........................................................................5
Competitive Field.........................................................................................................................5
Section 2.1: Marketing Mix.............................................................................................................6
Product.........................................................................................................................................6
Positioning...............................................................................................................................6
Positioning Map.......................................................................................................................7
Differentiation/Unique selling proposition..............................................................................8
Branding...................................................................................................................................8
Product Strategy.......................................................................................................................8
Product Lifecycle.....................................................................................................................8
Pricing..........................................................................................................................................9
Distribution..................................................................................................................................9
Promotion...................................................................................................................................10

Section 2.2: Financial Evaluation..................................................................................................12

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 Cost of Promotional Activities...................................................................................................12
Contribution Income..................................................................................................................13
Break-Even Market Share..........................................................................................................13
Projected Sales...........................................................................................................................13
Section 2.3: Implementation..........................................................................................................14

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Executive Summary

The main purpose of this report is to present a Marketing Plan for doughnuts a product of
Dunkin Donuts. The report starts with a brief introduction of the company, the product and the
market in which we will be introducing the product. Also, we give a detailed information of how
we have segmented the market and which of these segments are we targeting. Later, the market
profile includes detailed market and situational analysis including the trends, threats and
competitor analysis.

In the second section we have first focused on the Marketing Mix for the product that we aim to
launch. We have defined our product on the basis of customer level hierarchy. We aim to
position our product as an everyday, all day stop for coffee and baked goods. We differentiate
our product on the basis of form, features and conformance quality. The pricing strategy we will
follow is perceived-value pricing, customer segment pricing and bundling pricing. Our
distribution will be intensive following both direct and retail selling. Our promotional objective
is to reinforce conviction by communicating superior quality through our brand positioning and
also through product quality. We also need to increase awareness through our promotional
efforts in order to increase the consumers’ share of mind and heart alike.

Finally, we have discussed the financial evaluation of this plan including the promotional costs
for our product. And in the end we have discussed the time period and the ways in which we will
be implementing and evaluating our plan.

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Dunkin Donuts Marketing Plan
Section 1.1: Company & Product Profile

The company
Dunkin’ Donuts is a global retailer of coffee and bakery products. The company is 99 per cent
franchised and has used the franchising system as a route to market entry and expansion
worldwide. When Dunkin’ Donuts founder Bill Rosenberg opened the first Dunkin’ Donuts in
1950, he had a 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 America’s favorite every day, all-day stop for coffee and baked goods. It is a leading
retailer of hot and iced regular coffee-by-the-cup in America, and the largest coffee and baked
goods chain in the world. The original Dunkin’ Donuts experience was a single cup of coffee
with a donut – today it offers a wide range of coffee, coffee-related beverages, baked goods, and
an expanding all-day Oven-Toasted menu. It is still using the original proprietary coffee blend
recipe established by its founder. With coffee leading the charge, beverages accounted for nearly
60 percent of Dunkin’ Donuts’ 2008 U.S. sales. The remaining 40 percent of sales are bakery
items such as donuts, bagels, muffins, as well as new Oven-Toasted products, including hash
browns and new Flatbread sandwiches. It is committed to offering great-tasting food and
beverages that meet many different dietary needs. Dunkin' Donuts is a subsidiary of Dunkin'
Brands, Inc.

Dunkin’ Donuts came in Pakistan in year 2000 and opened different branches in Lahore, Karachi
and Islamabad.

The product

The product which we will market is doughnut. Dunkin Donuts sells 52 varieties of donuts. A
donut is a type of fried dough food popular in many countries and prepared in various forms as a
sweet snack that can be homemade or purchased in bakeries, supermarkets, food stalls and
franchised specialty outlets. They are usually sweet, deep-fried from flour dough, and shaped in
rings or flattened spheres that sometimes contain fillings. There are ten different donut flavors
offered in Pakistan which are chocolate sprinkle, coconut, munchkins, chocolate frosted, french
cruller, apple filled cinnamon, strawberry sprinkle, boston cream, chocolate, chocolate marble,
original glazed, lemon sprinkle, strawberry filled, apple and spice.

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The Market

Few bakeries can compete with their quality, variety and consistency of their food stuffs.
Currently, other than the average bakery, there is no direct competitor to Dunkin Donuts that can
challenge their dominance in donuts. However, bakeries in general do serve customers with
donuts and they tend to be on the more affordable side. Their price is a little steep if we compare
it with other Donuts available in market but it is justified due to high quality. Dunkin’ Donuts are
giving donuts for Rs. 70/- each while other local bakeries have their donuts for Rs. 20/- to Rs.
30/- each, though there quality doesn’t match that of Dunkin’ Donuts. The few competitors in the
market are Costa Coffee, Espresso, café coffee day. Overall we can conclude that Dunkin holds a
dominant and almost monopolistic hold on the Pakistani market for donuts until more
multinational competitors move in. However they face much more competition in the coffee
business. We will be reintroducing DD Donuts to the existing market to increase awareness, as
well as reaching out to and tapping into more promising market segments.

Consumer Need

Dunkin' Donuts goal is to satisfy its consumers expressed needs and unexpressed needs. Thus
Dunkin’ Donuts aim is to be an every day, all-day stop for coffee and baked goods. Our
consumers want to experience premium quality food stuffs and hot beverages in an environment
which offers a bright, clean and comfortable atmosphere. This out emphasis is on quality which
justifies our premium prices.

Section 1.2: Consumer Profile

Consumer Segmentation and Targeting

The demographics for Dunkin Donuts are mainly from the ages of 18 to 35. This is Dunkin
Donuts current segment determined by demographics of age. Considering that this segment is the
most profitable for DD, it is then reasonable to assume that it fulfills the effective segmentation
criteria by being measurable, substantial, accessible, differentiable and actionable. Consumers
that lie in the 18 to 35 age category range from college/university students to young executives
and workers and they need light meals to fulfill their need of hunger.

We will also seek to increase awareness outside the current target segment. The family segment
is substantial and Dunkin Donuts would be an excellent choice for light snacks and beverages for
those families traveling out and about doing there shopping and so forth. The family segment is
most definitely measurable through the application of surveys. It is substantial as a family
structure is an integral part of the Pakistani culture. The segment is accessible as we serve in
urban areas. It is also differentiable as it has distinctive characteristics from the current segment.

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Finally the Family segment is actionable as it is within the company’s resources to target
effectively.

Young individuals in the 18 – 35 age segments lead a hectic lifestyle and require quick light
snacks and beverages to cater to their time constraints. Thus Dunkin Donuts is ideal for these
individuals as we provide a fast service, offer light snacks and hot/cold beverages. Availability is
also good; DD has select stores which serve consumers 24/7. However, in terms of number of
outlets, Dunkin Donuts has just enough coverage and will undoubtedly expand into farther
territories. There are 7 outlets in Karachi alone.

Considering the above segments, we are using selective specialization as multi-segmenting will
be diversifying the firms’ risk, increase brand awareness and offer increased profits.

Increasing globalization has resulted in a lot of Pakistanis adopting aspects of western culture
which has bought a change in their lifestyles and thus we see that individuals in our targeted
market segments are increasingly attracted western foods. In case of Dunkin Donuts, we serve a
traditional snack which is popular In the US and Europe which appeals to the shift in cultural
changes in our society. Research shows that western food products have received a generally
good response and we’re confident the same success will carry over to our product line.

Reference groups will be an important factor, those individuals that lie in the 18-35 segment of
our target market are most susceptible to being influenced by their membership group which
tend to have a direct influence on the purchase habits of consumers, more specifically these
groups are knows as Primary groups.

Family groups will influence the purchase decisions in our family segment of the target market.
Children who find our donuts appealing will influence their parents into making the purchase
decision. Thus we must carefully target the family segment.

Age and lifecycle stage will also influence the purchase decisions, the 18-35 segments are
considered as the getting started stage. At this point these individuals prefer quick on the go
meals.

Economic situation of our consumers will also be important, our consumers generally tend to be
middle to upper class families, who can afford our product easily. Our consumers need to have a
higher spendable income.

Personality and Self-concept greatly affects the choice of a consumer since they try to relate
their own personality with Brand Personality and prefer products that best relate with them. Our
marketing strategy should clearly define what our product is about and how it is best suitable for
the consumer.

Lifestyle greatly influences consumer`s choice since people who are prone to multitasking would
prefer our product. Being a convenient product it will make their lives easier and comfortable.

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Section 1.3: Market Profile

Situation/Marketing Analysis

The restaurant industry, particularly the snack food and coffee house industry is one that is
consistently profitable. As it stands it takes around 1/3 of the Pakistani Rupees is spent on food.
The restaurant industry will gross on average 1.4 billion rupees daily. The restaurant industry has
had to adapt to the growing demand for healthier food choices. Nonetheless the restaurant
industry is forecasted to increase over five percent in the next year and make up 4% of the GDP.

The snack food sector accredits its boom in popularity largely in part to the surge of mainstream
cafes and bakeries in 2000 onwards. Since then it has continued to do well in generating high
revenue. Statistics show that over 77% of Pakistani consumes some form of coffee and tea
beverages. That overwhelming statistic is indicative of the sales boom of the coffee house sector
between 2000 and 2010. During that period the snack food sector developed fast and larger than
any other sector in the restaurant industry, citing a 157% increase in sales. The snack food sector
is only expected to grow. Market analysis suggests another 125% increase over the next five
year.

Trends

One major trend is the adoption of western ideologies which is witnessed in the growing number
of foreign restaurants. Furthermore, the population structure of Pakistan consists mainly of
young individuals, those that find our product the most appealing. People today are very busy in
their lives and prefer readymade food items, so that they don’t have to spend time cooking in the
kitchen. Also, light foods i.e. items that have low sugar content are preferred so; Dunkin Donuts
has a chance to develop in the present market. People have become more status conscious and
they prefer to eat in quality restaurants.

Threats

Many threats exist which may hinder the launch of our product. First of all, there is a growing
trend that consumers are becoming more health conscience and are looking for alternative
solutions. We must acknowledge this fact and design our strategy around it. The market for
snack food has little barriers to entry so we need to be wary of any potential competitors entering
the market i.e., Starbucks and Krispy Kreme. McDonalds and KFC both have begun serving hot
beverages, similar to Dunkin Donuts. Local bakeries also present a threat; they offer donuts at
much cheaper rates. Whilst not on the same quality level as Dunkin Donuts, it is a threat none the
less. Political, Economic and law & order situation means that there are frequent strikes and

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curfews which affect the whole market. Inflation is also an issue as rising prices means that
families tend to try and save more of their income.

Competitors Analysis

The restaurant industry is one that is in constant competition, with trends that tend to vary. There
will always be persistent competition between sectors (i.e. fast food vs. table-served restaurants;
snack food vs. health food, etc.). Advertising is the paramount step in distinction from the
competition.
The coffee house sector has become one of the largest growing in food service. The competition
does not just start and end with nationalized coffee house chains, but also includes the smaller
local coffee house businesses. These “mom and pop” coffee house endeavors appear more and
more in smaller localities as well as large market cities.
Dunkin’ Donuts receives the most competition from Costa Coffee, Starbucks, and McDonalds.
These three brands share the market with Dunkin’ Donuts in the sectors of snack food restaurant,
coffee house, and breakfast foods respectively. Since Dunkin’ Donuts holds as the largest
distributor of coffee-by-the-cup, they will increase their focus on their coffee beverages. While
McDonalds has dominated the fast food sector and does not appear as obvious competition,
Dunkin’ Donuts poses an indirect threat to the McDonalds breakfast line and vice versa. A lot
of local bakeries are a significant threat to Dunkin Donuts as none other brand offers donuts in
Pakistan except the bakeries, and they provide them on very cheaper rates which are affordable
by lower and middle classes.

Market Share of Direct and Indirect Competitors

Due to the fact that the cafe industry is new to Pakistan they have only recently gained popularity
in the past few years. Thus there isn’t any relevant data to show market share figures of each
player in the industry. Also due to the lack of company registration it is also difficult to account
for those local businesses which have not registered themselves. However, the bakeries make up
to 45% of the snack food market.

Competitive Field

Dunkin Donuts is the market leader itself in the Pakistani doughnut market. Also, other small
competitors like local bakeries and local café are present, but they occupy very small market
share. In Pakistan the market is consolidated since, DD enjoys a huge market share and faces less
challenges but globally the market has more dominant competitors like Starbucks and Krispy
Kreme. It faces a serious threat from these firms because if they start promoting and operating in
Pakistan people will switch from DD to other brands because of this fact DD has to keep on
innovating and to bring new flavors and products in the market so, that their consumers don`t get
bored and stay loyal to the brand.

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Section 2.1: Marketing Mix

Product

The Core Benefit we offer is “The provision of nourishment and a pleasant social experience
within one roof”. Our consumers want to experience premium quality food stuffs and hot
beverages in an environment which offers a bright, clean and comfortable atmosphere. Thus our
core benefit fulfills our consumer’s needs.

The Basic Product we are offering is a traditional circular doughnut with a hole in the center.

The Expected Product which consumers want from us is a quality baked doughnut which tastes
good and meets certain food safety and hygiene requirements.

Our Augmented Product is offered through our variety and quality. We have 15 varieties of
donuts which cater to every type of consumers with flavors ranging from chocolate, double
chocolate, jam filling, crème filling and much more. Our donuts are always fresh and no more
than a few hours old. Our product is further augmented by the fact that the environment we
provide is clean, professional, well lit and stylish. We also package our donuts in a distinctive
box which is convenient to carry donuts in.

The Potential Product is the environment we provide. Our outlets are professionally designed to
allow our customers to eat in an environment casual enough for families and friends while being
professional enough to appeal to executives to having informal meetings.

Positioning

Dunkin' Donuts goal is to satisfy its consumers expressed needs and unexpressed needs. Thus
Dunkin’ Donuts aim is to be an everyday, all-day stop for coffee and baked goods. Our
consumers want to experience premium quality food stuffs and hot beverages in an environment
which offers a bright, clean and comfortable atmosphere. This out emphasis is on quality which
justifies our premium prices.

The first brand that should strike into our consumers’ minds when they think of high quality
doughnuts is Dunkin Donuts. Since we have very little direct competition presently in Pakistan
we have a good opportunity to capitalize on the share of mind.

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 Positioning Map:

High Price

Costa Coffee Starbucks

Dunkin Donuts

Mcdonalds Krispy Kreme

Low Quality High Quality

Tim Hortons

Local Bakeries

Low Price

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Differentiation/Unique selling proposition

Our donuts come in two Forms, both small single bite and regular doughnuts. We also sell in
single servings and bundles alike depending on customer preference. Feature wise our
doughnuts come in several distinctive flavors, some of which are not available anywhere else.
This advantage gives us an edge in terms of differentiation from our competitors. Our
Conformance Quality is a promise to our customers that they will experience a consistent level
of quality and taste no matter what branch or whenever they buy from our franchise. Similarly,
our Reliability instills a confidence in our consumers that they will get quality and hygienic
product.

Branding

Our Products name will be same that is Donuts. Similarly, the logo will also remain unchanged.
Since, our customers already recognize it and its well established.

Product Strategy:

It is the most profitable product line for Dunkin Donut as it accounts for the majority of our
profits. Our main product strategy is Market Penetration as we are seeking to increase
consumption of our doughnut product line. The methods that we will adopt to achieve this goal
will be discussed later on.

Product Lifecycle:

Our product, doughnuts our in the growth

stage. As people in Pakistan has become more
aware and the demand for the product is
increasing, which increases our profit margins.
This is proved by the increasing sales revenue
of Dunkin donuts, the doughnuts industry is
progressing continuously all over the world.
However, the doughnut industry of Pakistan
has DD as the market leader so it has the most
sales revenue. DD`s revenue increased from
$3,200,000 to $5,220,000 from the year 2007
to 2011. Ranging its profits from $277,360 to
$475,020.

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Pricing

In respect to our product strategy we are going adopt Product-quality leadership so we can
position ourselves as leaders in quality, with premium pricing and very loyal customers.

The Final Consumer Price which we will sell at will be the standard of 70 rupees. This
premium price is justified as we are adopting the perceived-value pricing method. In this
method our perceived value is made up of several elements including quality, taste, brand image
and stylish outlets decorated by professional interior decorators.

We will also be introducing customer-segment pricing to target students with special discounts
in order to gain a foot hold in that market. Bundling pricing will also be adopted to offer
customers greater value; this will be done by offering Dunkin Donut Coffee Combos of 150
rupees where with a purchase of this deal includes a coffee and any one donut.

We will also utilize a Penny Profit vs. Percent Profit strategy where a single donut prices at
70rs yields 450% profit whilst a dozen is priced at 630rs yields 350% profit. However in terms of
cash, the dozen yield more rupees than a single donut even though the profit margin is less.

Our margins are substantial at around 450%, with a doughnut costing anywhere from 10 to 15
rupees depending on flavor.

Distribution

Our distribution strategy is basically to make our product available for people at their door step
or in other words we will be involved in Intensive Distribution. Because, our target market
includes both executives and student who are pretty busy with their daily lives, it is best for them
to purchase our doughnuts within their convenience. So, we aim to choose the most effective
communication channel. We will be involving ourselves in to direct selling and retail selling.
By direct selling we mean taking orders on phone and via mail, while at the same time we will be
ensuring high quality. We aim to modify feasible outlets, in Karachi, Islamabad and Lahore, and
provide our customers with a drive-thru facility as none of them offers one at the current stage.

There are a lot of distribution channel conflicts which can arise since our strategy aims to make
our product available everywhere and anytime. The biggest conflict can be the competitor’s
channel, it is important for DD to first analyze and evaluate their competitors’ strategies and the
reason behind using a specific channel. If there is a leader following a particular channel, we
have to come up with new and innovative ways. Unless you have strict exclusive territories
throughout your distributions system, problems will still arise. You'll always have some kind of
conflict (two direct representatives or two resellers fighting over who should have an account),
but at least you would eliminate cross-channel conflict, which can be particularly complex and
nasty.

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DD has around 18 outlets including kiosks in Pakistan and at every outlet our product will be
available. We will be involving ourselves into contracts with other companies and Departmental
stores such as Naheed Super Market, Agha`s, The Forum and Park Towers. Thus, making it
easier for the customers to find our product by spotting the nearest available outlet or franchise.
Two of our main branches which cover main commercial areas of Karachi are the Tipu Sultan
Road branch and the Schoncircle Branch.

We have a main display case in each of our outlets which are full of freshly baked different
flavored donuts which makes it easier for the customer to see and decide which flavor they want
to buy. However, the after sales presentation of the doughnut includes 3 different sized boxes
specific for 1 single doughnut (small), a ½ dozen pack (medium) and a 1 dozen pack (Large).
These boxes are colorfully designed, which have the Dunkin Donuts logo printed on them and
also, “fresh and delicious, anytime you visit” is printed on these boxes reminding our customers
that they have made the best choice.

Promotion
The key message we wish to communicate to our
customers is of fun, excitement, quality and
cleanliness.

Our promotional objective is to reinforce conviction

by communicating superior quality through our brand
positioning and also through product quality. We also
need to increase awareness through our promotional
efforts in order to increase the consumers’ share of
mind and heart alike.

The Promotional Mix will be aggressive and

economical, making the use of several mediums with a
strong focus on print media. Print media is often the
most economical solution to create awareness and when strategically done can allow us to target
a large portion of the market whilst keeping advertising expenses low. The presented image will
be the main theme of the bulk of our advertisements and the slogan “Fresh and Delicious…
Everytime!” will reinforce our quality standards.

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 Billboards and Mobile Billboards
are a traditional source of
advertisement for Dunkin Donuts
and can be very effective if
strategically placed. Some places
such as Shahra-e-Quaideen; Shahra-
e-Faisal; and the Airport where
traffic is substantial and many office
commuters travel through.

Newspapers will allow us to target

our chosen segments more
accurately as we are aiming to
cater to the middle-upper class,
executives and student so we can
advertise on Dawn, The
Metropolitan, and The News etc.

Online advertising will also allow

us to target the middle-upper class
segment as they generally tend to
have internet access. Some popular Pakistani websites include www.apniisp.com,
http://www.cokestudio.com.pk/. Furthermore, we have a YouTube and Facebook channel which
we can utilize to increase awareness of our product.

We will also be involving ourselves into Direct Marketing by which we mean will be giving
coupon books and frequent visiting cards. Coupons will enable students to avail special
discounts; these coupons will be distributed amongst colleges and universities. Similarly,
frequent and loyal customers can take advantage of our frequent visiting cards, the more they
purchase from us the more points they earn. After enough points have been earned, they can
exchange those points for our doughnuts.

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Section 2.2: Financial Evaluation

Cost of Promotional Activities

PROMOTIONAL BUDGET ALLOCATION

MEDIUM OF ADVERTISING % SHARE AMOUNT
BILLBOARD 40% 8,320,000
PRINT MEDIA 60% 12,000,000

TOTAL 100% 20,320,000

PRINT MEDIA

Newspaper Rupees % Share

DAWN NEWS 3,720,000 31%
THE 3,120,000 26%
METROPOLITAN
EXPRESS 1,920,000 16%
THE NEWS 3,240,000 27%
Total 12,000,000 100%

BILLBOARDS

Billboard Rupees % Share

Tariq Road 2,350,000 28%
PNS Karsaz 1,170,000 14%
Clifton 2,700,000 32%
Nazimabad 1,000,000 12%
Gulshan-e-Iqbal 600,000 8%
Others 500,000 7%
TOTAL 8,320,000 100%

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Contribution Income

On each 70rs doughnut, Dunkin Donuts makes a profit of 50 to 55 rupees. A contribution of

approximately 70-80%. The average profit/contribution margin per doughnut is thus 52.5rs/75%.

Break-Even

Thus, to break even on a promotional budget of 20,320,000 rupees, Dunkin Donuts must sell
387,050 additional units or approximately achieve 27,093,500 rupees of additional revenue to
break-even.

Break-Even Market Share

Due the relatively infant stage of the doughnut market, it is difficult to determine the break-even
market share.

Projected Sales

We expect a strong response to our marketing effort, as discussed the market is experiencing
high demand for premium quality snack/food items due to progressive globalization and
westernization of the consumers. Thus we expect to sell an additional 1,000,000 units within the
first year with additional revenues of 52,500,000 rupees.

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Section 2.3: Implementation

We aim to start implementing our plan immediately after our heads approve it. Our company will
start developing its product in October 2011, which includes preparing advertisements and
packaging items such as the boxes which we have mentioned before. Regular meetings will be
scheduled at the end of every month to discuss the progress of our plan. Also, during this time
period we will be carrying out test marketing to see how well our plan is performing, how
acceptable it is by to our consumers and if it requires any changes or not. If it does we will be
modifying it before the launch of our product.

As we aim to provide healthy and fresh doughnuts our distribution securing process will start
immediately before the launch of our product.

Our company will start running its advertisements and sales promotions before two weeks of the
launching ceremony, which will be held in the mid of February 2012, in order to increase the
excitement and attract our consumers towards our product. We will be showing our
advertisements via television, internet, radio and print media.

We will start training our sales persons, as to how they should deal with the customers. Because,
a sales person provides the consumers with a great sense of after sales satisfaction and if the first
step goes well it adds a positive effect, as to how the consumer sees to the whole experience.
Finally our product will be launched on March 15 th, 2012. We will be starting by giving the
product to our core stakeholders first. It demonstrates that we truly value their partnership and
are willing to reward them for their confidence and trust throughout the relationship. Doing so
may also provide a sense for how sales will continue and at what rate to manufacture additional
products.

We will be using Management Information Systems which will be reviewed month by month to
evaluate how well or bad our product is doing and if everything is going as per the plan or not.
By doing so we will be able to highlight our strengths and weaknesses and by using the data and
feedbacks of our customers we will be able to meet their requirements for effectively and
efficiently.

If in case we don`t get the response we are expecting from the industry we will be modifying our
market plan as per the expectations of our market by evaluating the result.

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