From Dunkin Donuts to Just Dunkin! The famous American Donut’sbrand is rebranding and closing stores across the world includingOman as its outlets have shut down for good. The demand for donutsin America is decreasing as customers preferring more healthy foodwith less sugar and fat.
The company’s brand CEO Mr. David Hoffmann said, “the rebrandingcomes as an effort to reshape the company’s strategic goals andfocusing on drinks more than donuts.” While analyzing the company’sdifferent products, the managers noticed that 60% of its revenue iscoming from drinks like coffee while demand for donuts isdeclining.
The company redesigned its brand, and its stores making themlook simpler. The company is also introducing new coffeeexperiences like nitro, cold brew, black...etc. The company willalso introduce digital menu and drive through to fit the customerson the go lifestyle. The company will also reduce its employees asthe new digital menus will eliminate the need of human employees,reducing the company’s costs.
Questions:
- Develop Integrated Marketing Communication for the new brand“Dunkin” . (250 words)
- Do you agree or disagree with the company’s rebrandingstrategy? Support your opinion based on your knowledge of thefactors influencing the buyer behavior. (250 words)
- Discuss the role technology plays in Dunkin donuts newstrategy. (250 words)
