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Our Sweet Idea. Presented by: Celeste DiFerdinando, Etana Kenter, Stephen Thai, and Avi Weinstein. Mission & Target Market. Mission: “ To touch and enhance lives through the joy that is Krispy Kreme. ” Broad mission has led to poorly defined target market. History.

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our sweet idea

Our Sweet Idea

Presented by: Celeste DiFerdinando, Etana Kenter, Stephen Thai, and Avi Weinstein

mission target market
Mission & Target Market

Mission: “To touch and enhance lives through the joy that is Krispy Kreme.”

Broad mission has led to poorly defined target market

history
History
  • Founded in 1937 in North Carolina
  • Only started experiencing growth in 1960s
  • New York in 1996: First store outside of the Southeast
  • IPO in 2000
  • Expanded internationally since
the decline
The Decline

Value of stock has declined since 2004

Starting in 2008, KK has experienced a net loss

Americans became more health-conscious

Lack of promotion

No clear target market

product
Product
  • Strongest aspect of KK’s marketing mix
  • Narrow but deep product mix
  • Doughnuts
    • Hot, original glazed
    • Known for being hot and fresh
    • Consistent across all stores
    • 20 varieties
    • Aesthetically pleasing
  • Coffee
    • 8 varieties
    • Only 10% of sales
  • Ice Drinks & Ice Cream Products
    • Kool Kremes
place
Place
  • 582 stores; only 83 are operated by the company
  • Distribution Warehouses
    • Enterprise Resource Planning
  • Brick and Mortar sites
    • Factory Stores
    • Satellite Stores/Kiosks
    • Grocery Stores
  • Selective Distribution
price
Price
  • Doughnuts – KK is marginally cheaper
    • Krispy Kreme – Approx. 55¢
    • Dunkin’ Dounts – Approx. 60¢
  • Coffee – KK is significantly cheaper
    • 12oz. Bags of Coffee Grounds
      • KK – $6.99
      • DD – $9.49
      • Starbucks – $25.47
    • But the quality…
promotion
Promotion

Word-of-Mouth Marketing

Promotional Fundraising

Funding Large Organizations

Social Media

Seasonal Product Promotion

Lack of Standard Commercial Marketing

competition
Competition
  • “Krispy Kreme… must catch up with early-morning rivals Dunkin\' Donuts and Starbucks when it comes to caffeine.” –Marc Hogan, Business Week
  • KK vs. DD
    • KK doughnuts are fresher and last longer
    • DD makes most of its profits from coffee
    • DD has 8 times as many stores
    • DD is expanding in the southeast
  • KK vs. Starbucks
    • KK is cheaper
    • Starbucks has many more stores and has a higher quality product
health
Health
  • Generally considered to be unhealthy
    • Original glazed: 200 cal, 12g fat
    • Vs. DD: 240 cal, 14g fat
  • In 2006, started selling the whole wheat doughnuts
  • Reduced in 2008 to .5g trans fat
  • Mini-doughnuts
1 define target market
1. Define Target Market
  • Working person in their 30s and 40s who wants to satisfy their caffeine fix, grab a bite to eat, bring in something for the office, and occasionally indulge
2 expand product mix
2. Expand Product Mix

Introduce breakfast foods, like bagels and basic spreads

Improve coffee by doing consumer research

3 optimizing location
3. Optimizing Location
  • Eliminate grocery and convenience store sales
    • Store Cannibalization
  • Boost satellite store and kiosk presence at transportation terminals and in commercial areas
  • Increase drive-thrus
4 advertising campaign
4. Advertising Campaign
  • Promote mini-doughnuts for health reasons
  • Promotional bundles in the form of combo meals
    • Coffee, bagel, mini-doughnut
  • TV Spots
  • Social media
    • Twitter
    • Facebook
conclusion
Conclusion

Without changes, Krispy Kreme is destined to fail

Our recommendations deliver the needed spark for a comeback

references
References
  • Adams, Stephen. "Middle Aged Are Driving Twitter\'s Success - Telegraph." Telegraph.co.uk - Telegraph Online, Daily Telegraph and Sunday Telegraph - Telegraph. 13 Apr. 2009. Web. 30 Nov. 2010. <http://www.telegraph.co.uk/technology/twitter/5147827/Middle-aged-are-driving-Twitters-success.html>.
  • Clark, Amy S. "Doughnut Wars: Krispy Kreme Vs. Dunkin\' - CBS News." Breaking News Headlines: Business, Entertainment & World News - CBS News. 20 Oct. 2006. Web. 30 Nov. 2010. <http://www.cbsnews.com/stories/2006/10/20/business/main2112599.shtml>.
  • "Dunkin Donuts - Food and Drink." Shopping.com. 30 Nov. 2010. Web. 30 Nov. 2010. <http://www3.shopping.com/dunkin-donuts/products>.
  • Hoover\'s Company Records. "Krispy Kreme Doughnuts, Inc." LexisNexis Academic. LexisNexis, 30 Nov. 2010. Web. 30 Nov. 2010. <http://www.lexisnexis.com/hottopics/lnacademic/?>.
  • Integrated Visual Systems. "Krispy Kreme Doughnut Case Study." Rev. of Krispy Kreme Macola Progression Series ERP System. Web. 30 Nov. 2010. <http://www.ivsi.com/pdffiles/KrispyKremeCaseRev1.pdf>.
  • Krispy Kreme. "About Us." Krispy Kreme Doughnuts and Coffee. Web. 30 Nov. 2010. <http://www.krispykreme.com/home>.
  • Krispy Kreme Doughnuts, Inc. 2010 Annual Report. Rep. EDGAR Online, Inc., 15 Apr. 2010. Web. 30 Nov. 2010. <http://investor.krispykreme.com/annuals.cfm>.
  • Luna, Nancy. "Krispy Kreme Launches First-ever Mini-doughnut." The Orange County Register. 17 Oct. 2008. Web. 30 Nov. 2010. <http://fastfood.ocregister.com/2008/10/17/krispy-kreme-launches-first-ever-mini-doughnut/4329/>.
  • "Marketing Mix and Brand Analysis of Krispy Kreme." HubPages. Web. 30 Nov. 2010. <http://hubpages.com/hub/Brand-Analysis-Krispy-Kreme>.
  • Munarriz, Rick A. "Saving Krispy\'s Kreme." The Motley Fool. 21 Mar. 2004. Web. 30 Nov. 2010. <http://www.fool.com/investing/general/2004/05/21/saving-krispys-kreme.aspx>.
thank you

Thank You!

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