HISTORY

Dunkin' Donuts was founded in 1950

It was founded by William Rosenberg

5,000 Dunkin' Donut shops worldwide

The company is the largest chain of coffee, donut,

and bagel shops.
SEGMENTATION
Target customers- People with annual income of
more than Rs. 3,00,000/-

Mainly targets kids and teenagers.

PRODUCT
52 types of Donuts

13 types of Bagels

9 types of Sandwiches

Beverages includes coffee, coolatta, hot espresso

Iced coffee, iced espresso drink, etc
Differentiation Point

Dunkin donuts is the 1st outlet in Mumbai to offer

52 varieties of donuts to its customers.

Less Calories
P
R Rs

I 35

C
E Rs
250
Rs
250
PLACE
To own a Dunkin Donut outlet minimum liquid asset
of Rs 2 crore and net worth of Rs 4 crore is required
by the franchisee.
LOCATION
Bandra – opposite Shoppers Stop
Area 2500 sq. feet
Rate Rs 125 per sq. feet
Marine Drive
Close to New Yockers
Area 2000 sq. feet
Rate Rs.120 per sq. feet

Juhu
Close to Shiv Sagar
Area 1500 sq. feet
Rate Rs.100 per sq. feet
Lokhandwala (Main)
Area 1500 sq. feet
Rate Rs.80 per sq. feet

Hira Nandani (Powai)

Area 1300 sq. feet
Rate Rs. 70 per sq. feet

R Mall
Area 1500 sq. feet
Rate Rs.75 per sq. feet
PROMOTION
Audio visual ad
-Shown during peak hours that is 6pm to 12am
-Channels
•Star Plus – 5 lakhs for 10 seconds
•Zee TV – 1.25 lakhs for 10 seconds
•Sony – 3 lakhs for 10 seconds
•Channel V –
•M TV –
•Cartoon network –
Print ad

Bombay times – half page colour ad Rs. 2,34,000

Hoardings

•Vile Parle (W) – 20’ * 10’

facing road, south side and north side facing
platform

•Santacruz (W) – 20’ * 10’

facing north road
•Grant Road (E) – 20’ * 10’
facing novelty

•Andheri Bus Depo – 20’ * 10’

facing road

•Chembur – 20’ * 10’

diamond gardens
All at package rate of Rs 7,00,000
Including painting + 8% service tax extra

•Marine Drive – Rs 10,00,000 for

1 month
Now just don’t keep staring at this tray
………………… We know you are feeling tempted
So just DUMP INTO DUNKIN
…………………..
Dunkin Donut Vans

These vans will be placed outside

Colleges……….
THE GRAND LAUNCH
Total cost: 75 lakhs
•Venue: The Grand Maratha Sheriton
•Celebrity: Priety Zinta
•Curtain Raiser
•Official launch
•Entertainment programs by Euphoria
•Buffet
•Distribution of free passes ( valid for a
period of one month upto Rs. 100)