Coffee Wars Analysis By Allie Goulet and Tina Guo
10/23/12

"I pledge my honor that I have neither received nor provided any unauthorized assistance during the completion of this work" In order to properly declare a winner of the Coffee Wars, we believed it to be essential to first analyze all three brands using various Brand Management tools. View pages 1-9 for our initial analysis.
Background Information | Dunkin’ Donuts | Starbucks | McCafé | Founded | 1950 in MA | 1971 in Seattle | 1993 in Australia | Mission | “Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores” | “Our mission is to inspire and nurture the human spirit – one person, one cup,
Highly-differentiated breakfast sandwich and donuts. | High-quality, richly brewed coffee, personalized options offered, and a wide range of beverage offered; differentiated beverage types | Cost-friendly, convenient locations, good service | EmotionalBenefits | I feel efficient and fulfilled | I feel unique, exclusive, and connected with others | I feel efficient and satisfied | Self-expressive benefits | I am an efficient person who is focused on my daily life. | I am a sophisticated, unique person who drinks high quality coffee and engages in a premium experience | -Highly influenced by McDonalds master brand-I am a person who places an emphasis on value and efficiency |

Brand Personality
Dunkin’ Donuts
One strong personality element is sincerity and cheerfulness, as shown through the logo, product packaging, campaigns, and the design of each Dunkin’ Donuts