Abstract

The caselet, Krispy Kreme: Maintaining Consumer Loyalty, gives an overview of what made customers loyal to Krispy Kreme, a doughnut retailer. The caselet examines the ways in which Krispy Kreme attracted new consumers and how it maintained its existing consumers. It also takes a look at how Krispy Kreme differentiated itself from other doughnut retailers like Dunkin’ Donuts.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Attracting and retaining customers
• How buzz marketing can be used as an effective promotion tool
• and The importance of developing internal brand loyalty in an organization

Keywords

Krispy Kreme, Doughnut retailer, Consumer loyalty, Dunkin' Donuts, Customer evangelism, Internal brand loyalty, High quality product offering, Publicity, Internal Brand Loyalty and Vernon Rudolph