Mad Over Donuts Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: December 25, 2017
Marketing Strategy of Mad Over Donuts analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Mad Over Donuts marketing mix, help the brand succeed.
Mad Over Donuts marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Mad Over Donuts Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Mad Over Donuts Product Strategy:
The product strategy and mix in Mad Over Donuts marketing strategy can be explained as follows:
Mad Over Donuts (MOD) is one of the most popular donut chains having its offerings all over the world. The principal product offering in its marketing mix of MOD is variety of classic and savory doughnuts in 25 different flavors. The products are freshly prepared with best of ingredients and are eggless considering preference of people especially in India. It also has glazes, chocolate, fruits and nuts and savory options and range of beverages especially freshly ground coffee. The menu is rotated many times through a year and seasonal changes are made in it. Mad Over Donuts encourages its patrons to promote doughnut flavor from selection through polls. The range is developed keeping in mind local as well as classic international selections. Recently MOD has added Belgian Waffles to its menu with 11 flavors.
Mad Over Donuts Price/Pricing Strategy:
Below is the pricing strategy in Mad Over Donuts marketing strategy:
Mad Over Donuts customers are offered wide selection.
They have regular sized and mini size doughnuts available and priced accordingly. The customers can buy individual doughnuts or opt for combos. The combo is more beneficial as its price is lesser than the combined price or its components. Some of the combos are Coffee Combo, 5+1 offer, 9+3 offer. MOD spends average 2.5 percent of its sale on marketing budget as compared to other retail outlets (4-5%) due to its ingenious strategies.
Following is the distribution strategy in the Mad Over Donuts marketing mix:
The Headquarter of Mad Over Donuts is located in Singapore. Currently MOD outlets are operational in four metro cities of India; Mumbai, Delhi, Pune and Bengaluru. The stores are located in malls, airport, high streets to target affluent crowd. Total 35 MOD stores are serving in these cities. In addition, it also has 5 kiosks at Mumbai and Delhi airports. They have specifically kept the size of outlets small averaging at about 335 Sq. Feet per store. The average size of their mother kitchen is 670 square foot. The smallest store of the chain is just 140 square foot and is located in R city, Mumbai. MOD has planned to reach the target of 50 stores across India till 2012. Mad Over Donuts has plans to expand into other Asian countries, Vietnam and Thailand. Through store locator feature on website, nearest store can be located.
It also announces the newly launched stores or the stores which are underway.
Mad Over Donuts Promotion & Advertising Strategy:
The promotional and advertising strategy in the Mad Over Donuts marketing strategy is as follows:
Mad Over Donuts has recognized the importance of customer engagement and hence they have avoided both ATL and BTL marketing strategies. They have catchy tagline of 'Love at First Bite!'. Instead, they have gone digital with online presence through website and social networking sites like Facebook, Twitter, Foursquare and Pinterest. They have more than millions of followers on Facebook and through their website. Instead of marketing expenditure, MOD organizes campaigns like hi5 to celebrate completion of 5 years or some festival campaign periodically. It was also associated with many movies and contests.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Mad Over Donuts (MOD).
Customer involvement is one of the crucial strategy implemented by MOD. The interaction through social media feedback is considered in decision making. Doughnuts are eaten cold in Western Countries; however, through customer opinion they found that Indians prefer warm doughnuts and made adjustments accordingly. Similarly, they followed customer feedback for introduction of savory doughnut range. The Theater doughnut concept of MOD is appealing to all age groups. They have the job opportunities listed on the career section of the website.
The product range of Mad Over Donuts is developed by experts in Food and Beverages and are experienced in field by association with other leading Southeast Asia's leading Bakeries. These experts have combined experience of over 150 years. Each doughnut recipe is developed through hundreds of trials and may take more than a year to reach perfection. All the doughnuts as well as toppings are prepared fresh every day throughout the day so that customer gets freshest of the products. MOD has dine in, take away as well as delivery option. The organization has invested in ERP for its operations.
Mad Over Donuts has introduced unique doughnut theatre concept through their outlets in India. The stores are designed in such a way that customers can witness the doughnut making process firsthand and have complete sensory experience of the process. The specialized glass viewing windows allow this and customer can see entire process from dough to the plate. The huge popularity of MOD can be attributed to premium product offering, pleasant and efficient service and trendy and vibrant ambiance of stores. The stores have unique decor of orange and brown with comfortable seating space. IT has won many awards in the industry; Gold Award in Speciality Food Kiosk outlet at VMRD Retail Design Awards, Mumbai, 2012, It was certified as Irresistible Doughnuts 2010 by Burrp. This completes the marketing mix of Mad Over Donuts.
About Mad Over Donuts (MOD):
Mad Over Donuts or commonly called MOD is a Singapore based brand of doughnuts. It was established by Pragati Ventures Pvt. Ltd., Singapore. It has introduced the Doughnut culture in India and has acquired a loyal following.
MOD believes in delivering best quality fresh doughnuts to their customers. It has become very successful and has created niche for itself in Indian bakery landscape.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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