- REUTERS/Joe Skipper
NBA star LeBron James is teaming up with Dunkin' Brands Group Inc., the parent company of Dunkin' Donuts and Baskin-Robbins, to promote series of new products which will target consumers based in China.
On Monday, Dunkin' Brands' Chief Executive Officer, Nigel Travis, confirmed that Pork Donuts will be among its new products that are designed specifically for Chinese consumers, many of which are great fans of the Miami Heat forward, according to Reuters.
"Donuts are a very flexible product. You can do savory donuts, you can do donuts with shredded pork- that's in China. We also have a range of other savory products that we have been testing and introducing country by country," Chief Executive Officer Nigel Travis told Reuters.
Also among the list of new products that are designed to boost Dunkin' Brands' sales in Asia is milk tea and bagels with pork floss.
"While we compete in very competitive markets, I think the key is to focus on the consumer, to understand their needs better than anybody and deliver on that. We think the best strategy is to execute on brand differentiation," said chief global marketing and innovation officer John Costello.
Dunkin' Brands reportedly has over 5,400 outlets in the entire Asia-Pacific region, and plans to open at least 250 new stores by 2015.
The company has a market value of $3.5 billion, and is said to be incorporating new products and James as a brand ambassador in order to boost its competitive advantage against its existing Asian competitors which include Krispy Kreme Doughnuts Inc (KKD.N) and Starbucks Corp (SBUX.O).
Dunkin Brands already has at least 150 stores in China, which holds the world's second largest economy, and critics believe that James was chosen to promote the company's products in Asia due to his large Chinese fan base.
James will use in-store appearances and marketing, social networking, and traditional advertising to promote the new Dunkin' Donuts and Baskin-Robbins products.