2. “…strengthen [the] brand’s association with hot coffee, increase [its]
visibility at grocery stores around the country, and ultimately drive more
hot coffee sales when consumers visit [its] restaurants.”
- John Costello, Dunkin’ Brands’ President, Global Marketing
and Innovation
5. FORCES AFFECTING COFFEE CREAMER MARKET
Sociocultural:
54%
Focus on
home
brewing
Technological:
50%
Advanced
brewing
systems
Economic:
1.6%
Future of
declining
input costs
6. S W
TO
• Expansive network
• Drink variety
• Brand recognition
• My Starbucks IDEA
• Higher priced items
• Social stigmas
• Brand dissolution
• Number of competitors
• Diversify product offerings
• Foreign market expansion
• Partnerships
• Mobile technology
• Competitor market position
• Production costs
• New product acceptance
• Low margin business
7. STARBUCKS CHOICE DRIVERS
Favorability of
STARBUCKS
Probability to
Purchase
STARBUCKS
9.357
R2 = .173
Quality
STARBUCKS
Brand
R2 = .225
TASTE
Variety of
Flavors
R2 = .520
10. PRICE FREQUENCY
$1.00-3.00 $3.00-4.00
$4.00-5.00 $5.00-6.00
$6.00-7.00 $7.00-8.00
$8.00 and above
DEMOGRAPHIC FACTORS
Dunkin’ Donuts Gender Education Age
Favorability towards DD 0.421 0.957 0.625
Probability of Purchasing
DD Coffee Creamer
0.706 0.932 0.403
Max Price willing to pay for
DD
0.194 0.343 0.956
Starbucks Gender Education Age
Favorability towards
Starbucks
0.932 0.602 0.148
Probability of Purchasing
Starbucks Coffee Creamer
0.635 0.305 0.655
Max Price willing to pay for
Starbucks
0.585 0.410 0.901
![“…strengthen [the] brand’s association with hot coffee, increase [its]
visibility at grocery stores around the country, and ultimately drive more
hot coffee sales when consumers visit [its] restaurants.”
- John Costello, Dunkin’ Brands’ President, Global Marketing
and Innovation](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)