Abstract

Krispy Kreme was one of the most successful companies in the restaurant sector in America. The company started in the 1930s in the southern states of the US and started exploring other markets only in the late 1990s. Krispy Kreme was one of the best known brands in the US and although the company did not have a formal advertising budget, the brand was one of the most recognized ones in the country. Krispy Kreme achieved a high level of brand awareness by adopting a unique publicity program geared towards high media exposure. It also introduced some innovations in its stores like the ‘Doughnut Theater’ and the ‘Hot Doughnuts Now’ signs, which proved to be good marketing moves. The company’s expansion into northern markets pitted it directly against another doughnut major, Dunkin Donuts and the two companies were gearing up to defend their markets. Krispy Kreme was also exploring overseas markets and was in the midst of identifying locations to set up more new stores.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Components of marketing strategy and their contribution to the value of a brand.

Keywords

Krispy Kreme, restaurant, sector, America, 1930, southern states, US, started, markets, 1990, brands, formal advertising budget, brand, recognized, Krispy Kreme, high level, brand awareness, publicity program, high media exposure, Doughnut Theater, Hot Doughnuts Now, marketing moves, northern markets, doughnut major, Dunkin Donuts, overseas markets