Dunkin' Donuts

Market Segmentation

Is it possible to compete against Starbucks?

Is it possible to compete against Starbucks?

The Answer

GRA partnered with Dunkin Donuts to create and launch Premium Coffee drinks for Every Man, a new line of espresso based coffee beverages, in direct competition with Starbucks.  By segmenting the coffee category (everyday drip vs indulgent rich espresso) GRA was able to identify positioning opportunities and carry these through the innovation process.