Coffee is the most traded commodity in the market after oil. The new coffee product in town is the bottled Dunking Donuts Iced Coffee beverage. Dunking Donuts is a big brand in the coffee industry, but their move also involved another brand to reckon with in the market, Coca-Cola. The partnership will see Coca-Cola help with the manufacturing and distribution process. The product was tailor made to suit the new kind of clients who are ready to pay for convenience. Life is fast and many people today do not have the time to wait for the coffee to brew. The option of having it ready and packed ready for consumption is a goldmine for the industry. The product comes in flavors of Espresso, Original, Mocha, and French Vanilla.
The ready-to-drink coffee holds sales of up to $2.3 billion annually. The entry of Dunking Donuts into the market will help them acquire their market share and possibly grow the revenues especially from sales to their existing clients. According to Forbes (2016), close to 80% of the market share of the ready-to-drink market is held by Dunking Donuts competitors Starbucks who are in partnership with Pepsi, the competition to Coca-Cola. Dunking Donuts with Coca-Cola are set to join forces and take their share market. The product will offer competition to Starbucks and as well serve to provide Dunking Donuts loyal clients with RTD Coffee.
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Consumers trends are changing fast and so should companies change to keep up with what customers need. Ready-to-drink coffee is also serving as a substitute to soft carbonated drinks for many. Dunking Donuts is bound to succeed out of the brand names at play, and the market is green and ready to for the product.
References
Forbes. (October 2016). The Next Growth Driver For Dunking Brands: Ready-To-Drink Coffee . Retrieved from https://www.forbes.com/sites/greatspeculations/2016/10/04/the-next-growth- driver- for-dunkin-brands-ready-to-drink-coffee/#1ab0c74218d9 on 20.06.2017.
https://news.dunkindonuts.com/news/new-dunkin-donuts-bottled-iced-coffee-now-arriving-at- retailers-and-Dunkin-donuts-restaurants-nationwide
