Krispy Kreme Doughnuts - America's Most Loved Doughnut Brand

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Case Details:

Case Code : MKTG068
Case Length : 13 Pages
Period : 2003
Pub Date : 2003
Teaching Note : Available
Organization : Krispy Kreme
Industry : Food, Beverage and Tobacco
Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Background

The roots of Krispy Kreme go back to 1933, when Ishmael Armstrong, a farmer and store-owner in Paducah, Kentucky, bought a doughnut shop from a French chef. As a part of the transaction, he received the company's assets, goodwill and the rights to a secret yeast-raised doughnut recipe handwritten on a piece of paper by the French chef.

A short while later, Armstrong's nephew, Vernon Carver Rudolph (Rudolph), who had completed high school that year, joined his uncle's business as a delivery boy and later became a partner...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Marketing Strategy

"This is a marketing company", said Erskine Bowles, a director at Krispy Kreme. Although it had no formal advertising budget, Krispy Kreme promoted its brand very effectively...

Innovative Publicity

The lack of a formal advertising budget did not hamper the growth of the Krispy Kreme brand's popularity. Rather, it seemed to make the brand more popular. The company had unique ways of ensuring that its products got media coverage...

Generating Impulse Purchases

The company also adopted a unique way of generating impulse purchases in the market. All the Krispy Kreme stores, which made and sold doughnuts, had a sign which read 'Hot Doughnuts Now'. This sign was a very effective marketing tool...

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