Essay about Krispy Kreme Marketing Plan

4273 Words18 Pages
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Marketing plan

Company: Krispy Kreme Doughnuts, Inc.

Products: Doughnuts, coffee beverages.

Country: America

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Table of contents

1. Executive summary

2. Situation analysis

1. Background of Krispy Kreme and products

2. Product offering

3. Market summary

1. Target market

2. Market demographics

3. Market needs

4. Market trends

5. Market growth

4. Competition

5. SWOT analysis

6. Critical issues

3. Marketing strategy

1. Missions

2. Marketing
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Moreover, some key activities are shown regarding to time in the period from the beginning of 2011 until the end of this year.

2. Situation analysis

2.1 Background of Krispy Kreme and products.

Krispy Kreme is a branded specialty retailer and manufacturer of premium quality doughnuts. Its principal business is to own and franchise Krispy Kreme doughnut stores in the U.S. and internationally. The main product is the Hot Original Glazed, a one-of-a-kind doughnut with an established brand. Each outlet also sells over 20 other varieties of doughnuts and coffee products. Product quality and consistency has provided the Company with a very loyal customer base.3

Each of the retail stores is a doughnut factory with the capacity to produce between 4,000 and 10,000 dozen doughnuts daily. Each factory store contains a full doughnut making production line. The factory store is marketed as a unique retail experience, featuring the store’s production process, including a doughnut-making theater. The stores also support multiple sales channels to more fully use production capacity. Stores provide Krispy Kreme doughnuts to be sold in satellite locations, ballparks, and grocery stores, and under private label marketing agreements.

Figure 1: Krispy Kreme’s logo and a range of doughnuts.

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2.2. Product offering

Their special and secret recipe has been used for all Krispy

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