Krispy Kreme Wants to Be Good for You!

1. Krispy Kreme Wants to Be Good for You! Ahmed Alsaffar

2. Background Krispy Kreme was founded in 1937 By Vernon Rudolph Located in Winston-Salem, N.C. From 1980 - 2004 the company were able to open 390 stores across the US

3. Business Obstacles Why? The rise of Atkins diet and realization of healthy living styles Competing with aggressive brands such as Dunkin` donuts (6,800 stores) and Starbucks (10,900 stores) Dependence on word-of-mouth as a marketing tool and spending less on social media marketing In 2005, the company was forced to close half its 390 stores, and 14 quarters of losses followed.

4. Solution Proposal Krispy Kreme wants to be good for you? But how? The company wants to introduce healthy items like oatmeal, yogurt, fruit juice and new variety of coffee and milkshake items to the menu.

5. Discussion The questions that remain ambiguous are: Will Krispy Kreme Donuts Inc. be able to attract consumers attention as well as to convey the message that “We’re becoming a healthier yet pleasurable market?” Will the spread of word-of-mouth is an effective tool for marketing in today’s fast-pace and competitive market?

6. References Patton, L. (2011, June 21). Krispy Kreme Wants to Be Good for You. Bloomberg Businessweek. Retrieved June 21, 2011, from http://www.businessweek.com/magazine/content/11_26/b4234028342413.htm Bentley, P. (2011, June 21). What would Homer say? Krispy Kreme goes healthy, selling fruit juice, yoghurt and oatmeal. Mail Online. Retrieved June 21, 2011, from http://www.dailymail.co.uk/news/article-2006496/What-Homer-say-Krispy-Kreme-goes-healthy-selling-fruit-juice-yoghurt-oatmeal.html?ito=feeds-newsxml Morrison, M. (2011, March 21). Krispy Kreme's New CMO to Spend Less, Lean on Social Media. Ad Age. Retrieved June 21, 2011, from http://adage.com/article/cmo-interviews/krispy-kreme-s-cmo-spend-lean-social-media/149451/

7. Thanks!