Mister Donut Thailand was established in 1978 by Central Restaurant Group (CRG). The first branch was located at Siam Square and later the company has expanded more stores. Doughnut has become popular dessert in short time. Mister Donut is the origin of the Quick Service Restaurant (QSR) business by recognized and accepted in Thai consumer extensively. Mister Donut has share approximately 60% in doughnut business and currently has more than 265 branches all over Thailand. In 2010, Krispy Kreme opened the first branch at Siam Paragon which stimulated the doughnut market in Thailand. In addition, the domestic competitor grasp market share of Mister Donut. The main weakness of Mister Donut is the old brand image compared with the competitors because it has been in business for over 30 years.
The main objective of this independent study is to create an efficient marketing plan for Mister Donut in order to refresh the Mister Donut brand to compete in doughnut business by brand rejuvenation. Various marketing strategies are used in the marketing plan. One of them is product/service differentiation. The whole production process will be demonstrated in front of customer to enhance customer experience of freshen. Another Strategy is the increase in distribution channels. Integrated Marketing Communication such as Advertising, Public Relations and Event Marketing are applied to enhance consumer’s perception and image of Mister Donut. In addition, this study also presents operation evaluation, key performance indicators, and contingency plan in order to ensure efficient and effective Mister Donut operation plan.
