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Subject category: Marketing
Published by: IBS Center for Management Research
Published in: 2003

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. It started exploring other markets only in the late 1990s. Although the company did not have a formal advertising budget, the brand was one of the best-recognised brands in the country. Krispy Kreme achieved this high level of brand awareness by adopting a unique publicity programme geared towards high media exposure. It also introduced innovations in its stores such as the 'Doughnut Theater' and the 'Hot Doughnuts Now' signs, which proved to be good marketing moves. The company's expansion into the 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, identifying locations to set up stores in new markets.

Teaching and learning

This item is suitable for postgraduate courses.
Location:
Industry:
Size:
Large
Other setting(s):
1933-2003

About

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. It started exploring other markets only in the late 1990s. Although the company did not have a formal advertising budget, the brand was one of the best-recognised brands in the country. Krispy Kreme achieved this high level of brand awareness by adopting a unique publicity programme geared towards high media exposure. It also introduced innovations in its stores such as the 'Doughnut Theater' and the 'Hot Doughnuts Now' signs, which proved to be good marketing moves. The company's expansion into the 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, identifying locations to set up stores in new markets.

Teaching and learning

This item is suitable for postgraduate courses.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1933-2003

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