Starbucks Vs Dunkin Donuts Research Paper

Starbucks vs Dunkin Donuts

Starbucks

Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

The company was founded in 1971 in Seattle, when an English teacher Jerry Baldwin, a History teacher Zev Siegl, and a writer Gordon Bowker decided to open their own coffee shop. Now, Starbucks is the most successful coffee company in the world that serves coffee in 65 countries.

Starbucks offers more than 30 blends of coffee. The prices for the product are high - it keeps the brand desirable. In this way, the main target market of Starbucks are adults from the age of 25 to 40. The coffee houses are designed to satisfy the basic needs of such customers – classic design, minimalism, comfortable furniture and newspapers. This audience has a

higher then average salary, so people can afford an expensive cup of coffee, they are focused on social wealth and have a successful career. For most of this people Starbucks is not just about coffee, it is an integral part of their life style.
The second largest target market of the brand are young adults 18-25. Usually students, that can meet in one of the stores, enjoy a free wi-fi.
According to the web site of Starbucks company, every employer of the brand is viewed as a partner. This helps the brand to achieve a high-quality service at any coffee-house. Each store has a “worry-free guarantee”: if a customer doesn't enjoy his cup of coffee – he can get another one for free.
For the brand every consumer is important, each person can always have a high-quality service. Starbucks makes the experience of getting coffee more personal, each buyer gets a “personal cap” - the cup with his name on it.
Starbucks web-site says that the brand is dependent on environment, so it helps to safe the environment: each store has LEED certification, cups are made of paper that helps to recycle them and reuse in future , the brand has a participation in coffee beans farmers' lives. As Starbucks company originates in Seattle, the brand provides a lot of support to this city, arrange events and has partnerships.
Starbucks has strong brand identity and word of mouth that makes this brand hard to compete with.

Dunkin' Donuts
Dunkin' – your place for coffee
Dunkin' Donuts brand was founded in 1950 by William Rosenberg.

It started as a donut place, but due to high contention in a fast food production, in the mid-1990 the brand became more coffee-orientated. From that time DD is known more as a coffee place.

Dunkin' Donuts offers 55 different types of coffee for affordable price. The position of the label is to serve the product for everyone who needs it. Dunkin' Donuts target market are American workers from 18 to 60 years old that would like to have a fast service, they have an average salary that can cover coffee-break expenses. As brand offers donuts in their stores it makes it desirable for kids, so children could make their parents come to a cafeteria.

A design of each coffee-house includes brand's colors – pink and orange. It makes each place look rosily and attract new customers to come in.

A lot of customers are worried about styrofoam cups that the brand uses to serve the product.

Similarities

Starbucks and Dunkin' Donuts offer coffee that is easy to reach. Both of the brands have a lot of stores world-wide. Some of their stores work 24/7, and have drive-through

option.
Each company gives card for loyal customers, that can help them to have benefits, such as discount, free cups of coffee, or a free birthday drink.
Both of the companies buy product placements in different films.
Both are word of mouth driven.
Video commercials of the companies are hard to remember.
The brands have official pages in the most popular social networks, it helps them to collect a feedback or any suggestions, analyze it, improve stores' service.

Starbucks positioning statement:
enjoy being special
Dunkin' Donuts positioning statement:
we are affordable, fast, for everyone