Repositioning of
Krispy Kreme Doughnuts, Inc.
Integrated Marketing Communications
December 5, 2013
Table of Contents
I. Introduction 3
A. History 3
B. Mission Statement 3
C. Products 3-4
D. Financial Performance 4-5
E. Specific Brand for Repositioning 5
II. II. Situation and SWOT Analysis 6
A. Situation Analysis 6-7
B. SWOT Analysis 7-10
III. Marketing Communications Strategy: The Fundamental Decisions 10
A. Targeting 10
B. Positioning 10-11
C. Objective Settings 12
D. Budgeting 12-14
IV. Marketing Communications Implementation 15
A. Determining the Mixture of Marketing Communications Tools 15
B. Selecting Media and Vehicles 16-17
C. Creating Messages 17-19
V. Marketing Communications Program Evaluation 19-20
VI. Appendix and Bibliography 21-28
I. Introduction
Krispy Kreme’s story started with Vernon Rudolph’s purchase of a secret yeast-based doughnut recipe from a New Orleans French chef. On July 13, 1937, Rudolph started his business in Winston-Salem, NC, and began selling Krispy Kreme doughnuts to local grocery stores. The doughnuts quickly became very popular, and Krispy Kreme started selling their still-signature hot Original Glazed doughnuts. During the 1940s and 1950s, Krispy Kreme improved and automated the doughnuts-making process. During the 1950s, Krispy Kreme achieved a steady growth throughout the Southeast and began expanding outside the Southeast. But since Vernon Rudolph died in 1973, the company was reorganized for sale to Beatrice Foods Copan in 1976. In 1982, the hot doughnut became popular again. In 1996, Krispy Kreme opened its first store in...