Dunkin’s Donuts can be seen in the following three perspectives; core benefit, basic product, and augmented product. With regards to the core benefits, Dunkin’s Donuts offers coffee and good donuts (About Us, 2009).
This is a core benefit because it acts as a basics need, food in this context. The other core benefits is the fact that the donuts it offers are a variety in which case it gives the consumers the options of consuming only their best preferences (About Us, 2009).
Topic One Comments The other core benefit arises from the fact that this it is a powerful brand which attracts many consumers (Kotler & Keller, 2009).
This means many consumers would want to identify with it because of its powerful brand name. This in the end will have the effect of creating brand loyalty amongst the consumers thereby acting as a source of competitive advantage (Kotler & Keller, 2009).
The competitive advantage will arise from the fact that it will be perceived as an augmented product and not just as the ordinary Dunkin’s Donuts (About Us, 2009).
On the contrary, the core benefit of Tide Detergent cannot be compared on the same wavelength with the core benefits of Dunkin’s Donuts.
This is because the core benefits of Tide Detergent are not standard (Find the Tide That’s Right for You, 2009).
In other words, the fact that in a developed country its benefits are considered basic while in underdeveloped world, the benefits are not basics (Find the Tide That’s Right for You, 2009).
GLOBALIZATION: It is the process of international integration arising from the interchange of world views, product, ideas and other aspects of culture. In simpler words, it can be defined as- The worldwide movement towards economic, financial, trade, and communications integration. Globalization implies the opening of local and nationalistic perspectives to a broader outlook of an interconnected ...
Otherwise as a basic product, Tide detergent just like Dunkin Donuts, offers a variety of fabric cleaning services. Thus it is a basic product in the sense that it can be used for cleaning clothes (Kotler & Keller, 2009).
Conclusion Finally as an augmented product, it offers several options besides being a powerful brand (Kotler & Keller, 2009).
In this sense therefore, Tide Detergent is similar to Dunkin Donuts because both are very powerful brands which attract customer loyalty (Kotler & Keller, 2009).
The brand loyalties arise from the fact that both products offer more than one benefits.
References About Us (2009).
Dunkin Donuts. Retrieved March 13, 2009 From https://www. dunkindonuts. com/aboutus/company/ Find the Tide That’s Right for You. (2009).
Tide. Retrieved March 13, 2009 from http://www. tide. com/en-US/productLanding. jspx Kotler, P. & Keller, K. L. (2009).
A Framework for Marketing Management, Fourth Edition, Upper Saddle River, NJ: Prentice Hall