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Like Dunkin’, an element that has added more and more brands to the segment of fast food with drinks is the one that has to do with innovation.
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Today there are fundamental resources in understanding the market and the opportunities that open up in this segment.
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Total consumption actions have been determined, which help us understand the value of adapting to the market.
Dunkin’ expands its market to capsules for type machines Nespresso and the brand’s new bet, which was originally dedicated to the sale of donuts, marks a before and after in the category.
One aspect that undoubtedly helps to understand the market and this type of action is the one that has to do with the way in which the flexibility of a brand is assumed today and with this a very clear antecedent is defined, the reason for a strategy. specific.
if we see studies as one driven by YouGov, the platform estimates that brands cease to interest the consumer when 31 percent of them lie about the performance of one of their products. The data helps us understand what leads to losing trust, but on the other side, the positive, what helps to win over the consumer?
The capsule economy
The capsule economy has led many coffee brands to make their brands more flexible to the encapsulated ground bean category, to meet a growing demand for these products, in machines such as Nespresso o Sweet tasteeven Keurigas well as the like, that have exploited this segment.
Dunkin‘ is a brand that has stood out in the coffee aisle not only for its American-style coffee that costs more than 200 pesos in its bagged presentation, but also because it is a benchmark in the segment of capsules for machines Keurig.
Now the brand seeks to conquer the segment again by specializing in capsules for type machines NespressoTherefore, the company has already presented its new proposal so that now the brand is present in coffee stations and consumer kitchens, so that they no longer necessarily go to their physical stores to live the experience.
The brand has declared in countries like Spain that the new capsules are launched on the market as a way of being in moments of consumption and as a way of conquering it at work or at home, thus giving increasingly valuable guidelines that help to establish a benchmark in the market.
With this said, we are seeing a series of increasingly valuable elements and with this a fundamental aspect in marketing is verified, which is what has to do with how important it is for brands to make their names more flexible and get out of the traditional sideboard in which they commonly they find each other.
A StarbucksFor example, it has helped him to be in the moments of consumption of those who drink coffee and cannot go to the cafeteria. TO Dunkin the formula of selling encapsulated coffee seems to reinforce its relaunch on the market, no longer just as a simple chain selling donuts, but now as a fast food de drinks with which it seeks to conquer the consumer, in a category that was inaugurated Starbucks and to which these brands try to join.
Brands migrating to new sales categories follow a formula that stands out in the market because it establishes a very important benchmark and it is the one that has to do with the ability of brands to evoke increasingly valuable resources in the market, such as it is communication with a consumer who values innovation.