Marketing By

Krispy Kreme

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Proponents:

Proponents

Bautista, Angelo Gabriel A.

Dela Cruz, Andrew

Sampan, Lyle Anderson

Santiago, Djessie James H.

Syyap, Joser Phillippe

Vicencio, Josh Ashley P.

Submitted to:

Ms. Janine Herrera

I.​ INTRODUCTION…………………………………………………………………..… 2-5

Current situation of the company …………………………………………..…….. 2

Environmental Factors………………………………………………………………. 3

Competitive Analysis……………………………………………………………… 3-4

Marketing Trends ………………………………………………………………….. 4-5

II.​ SWOT ANALYSIS ………………………………………………………………... 6-9

III.​ Objectives …………………………………………………………………… 10-11

IV.​ Target Market …………………………………………………………. 12-13

V.​ Marketing Strategies……………………………………………………….. 14-15

Product Strategy ……………………………………………………………………….

Pricing Strategy …………………………………………………………

Promotional Mix…………………………………………………………

Branding…………………………………………………………………………

VI.​ Timetable …………………………………………………………………… 16-17

VII.​ Budget ………………………………………………………………….…… 18-23

VIII.​ Conclusion …………………………………………………………………….. 24

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 I.​ Introduction

Current Situation

Krispy Kreme has expanded to become a major player in the world doughnut market

and the brand is synonymous with glazing. In the past years, Krispy Kreme further

continued its expansion by opening new stores across the globe, including drive-thru

and deliveries. Economically, Krispy Kreme indicated strength to bounce back from a

blow as sales were affected by the COVID-19 pandemic from walk-in sales from their

in-store walk-ins. The brand has both a physical location plus increased e-commerce

effort. Despite this, however, the company faces problems such as rising cost

ingredients and more competition in the dessert and snacks markets. Krispy Kreme

aims to be sustainable in reducing the footprints that have a negative impact on the

environment. The company launched the limited-time offers and collaborated with other

brands to increase the spread of its diverse consumer base. Customer loyalty programs

served to be an imperative source of repeat business that assists the company in

building customer loyalty. Krispy Kreme also expects excellent prospects in its long-term

growth direction by innovating and establishing new and attractive products to align with

the preference of changing consumers. The quality and the level of customer service

that the company provides have continued to be core values in the light of the changing

market dynamics.

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Environmental Factors

Many environmental factors affect Krispy Kreme's functioning and strategic choices.

Economic conditions in terms of inflation and fluctuating commodity prices play a major

role in the cost of the ingredients and profitability as a whole. Customers' preferences

tend to lean more toward a healthier choice, which forces Krispy Kreme to manufacture

other recipes and products in the different market segments. In addition, the concern

over environmental issues has compelled the organization to take extra measures

toward sustainability in source and packaging. Operational protocols are greatly

influenced by regulatory factors, such as food safety and labor standards. The

competitive environment in food services is changing continuously, as new entrants and

established brands try to acquire a share of the market, while social factors-falling

demographics and lifestyle changes-affect the Krispy Kreme buyer's behavior.

Technological improvements can aid in reaching and engaging customers through

newer digital channels and innovative techniques in marketing. Climate change is

becoming a growing concern, so the impact of their carbon footprint becomes an

important consideration when companies make decisions about supply chains. Lastly,

given that consumers adopted shifts toward ordering and delivery more during the

pandemic, the way Krispy Kreme sells to the consumer is evolving.

Competitive Analysis

Krispy Kreme operates within an environment of competition-hardened hundreds of

doughnuts and general snack players; among them are Dunkin', Tim Hortons, as well as

smaller local baked product businesses with unique value propositions. Dunkin' has a

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very strong pairing strategy in terms of its coffee attraction profile, leveraging its own

heritage of being Canadian to the advantage of the brand at Tim Hortons. More recently,

gourmet doughnut shops have appeared targeting consumers for more premium

experiences. On the positive side, brand equity and customer loyalty for Krispy Kreme

help keep ahead of competition. However, innovation has to continually keep new

entrants at bay. The company has pushed a focus on quality and consistency, but the

increasing number of companies starting to focus on these same attributes is bound to

be a challenge. Other important factors include pricing strategies; Krispy Kreme has to

strike the balance between premium pricing and concept pushing to gain new

customers. Growing health-oriented consumption patterns challenge and provide an

opportunity for Krispy Kreme to further diversify its menu. The company also needs to

keep up with the pace of digitalization in marketing and sales channels. Therefore,

investment in technology is crucial for Krispy Kreme. Overall, it would be important for

Krispy Kreme to understand its competitive landscape very well in order to continue its

present success.

Marketing Trends

Krispy Kreme is well aware of the evolving market trends that are influencing consumer

engagement and brand loyalty through adjusting the way they think. Social media have

now become absolutely indispensable in targeting the younger age group, and the

company highly uses Instagram and Tik Tok to show its products and offers. Influencer

marketing has also emerged as a very strong weapon in the fight for reactivity in new

product launches and specials. Pop-up shops and stand-alone events are highly

effective at generating customer experiences. As consumers turn more and more to

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ordering online, further paired with delivery, the need for convenience and accessibility

can be said to be the new battleground in marketing. It has the flavor of personalization;

Krispy Kreme uses customer data to promote and offer it. It is gaining momentum and

influence among consumers, who now look for brands that establish social

responsibility. Examples of this are collaborations with other brands like partnerships for

special flavors to attract a new customer base. A strong brand narrative is very

important, Krispy Kreme having always portrayed its heritage as part of the reasons for

the pursuit of quality. By and large, developing an awareness of the trends in marketing

will be the best way that Krispy Kreme stays relevant and maintains diversity in

interests.

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 II.​ SWOT Analysis

Strength

Create a new seasonal and all season product that will attract target markets and will

hype the company for a boost to the revenue of the company. Expand the store where it

can be more accessible to the consumers that will lead to convenience of the consumer

to purchase the products of the Krispy Kreme. Market the product frequently to have a

better engagement with the consumers through social media such as Facebook,

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Instagram, Tiktok, Youtube etc. in this way; the customers will know what’s new to the

company and will always intouch on the news about the company.

Weakness

As they want to have a calorie donut in 2030 as they want to lessen the sweetness of

their donut they need to accelerate on formulating a substitute to lessen the calorie and

sweetness of their products. Using a high in fiber flour or ingredients to their ingredients

will ensure the healthiness of their product and will attract more customers especially

the ones who always go to the gym. By doing this the customers will love it more and

definitely will buy more as it is now less calorie and healthy ingredients and sweetener

that they substitute for the products.

Opportunities

By making their product more healthier it will expand the number of their customers as

now it is much more healthier and will ensure an increase to their sales revenue. Using

influencers such as fit gym instructors to advertise their new healthier products it will

make a great impact for their new rebranding for their product, ensuring more

customers to buy their product and also that has guaranteed the healthy benefits of their

donuts. If this more healthier products that they are producing it will now expand their

business and start also a catering service in every party because it is now healthier and

much more likely to eat more in the fact that it is much more healthier. Customization of

products is where the customer can customize their products based on the preference

of the customers to their likings, in this way it will attract more customers due to it being

based on the desire of their target market.

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Threat

Since Krispy Kreme primarily serves pastries, they face significant competition from

fast-food chains and local restaurants, which offer a broader range of menu items

beyond just desserts. To remain competitive and thrive in this industry, Krispy Kreme

should consider developing meal options that can rival those sold by fast-food chains

and local restaurants. These meals should be priced affordably and designed to be

healthier alternatives, enabling Krispy Kreme to compete more effectively in the market.

Due to the high cost of the raw materials used by Krispy Kreme, one of the company's

major challenges is inflation, which fluctuates and continuously rises. As a result, they

are compelled to increase the prices of their products, leading to higher costs for their

goods and a subsequent decline in the number of customers purchasing from them. To

address this issue, the company must develop solutions that allow them to maintain the

pricing of their products without compromising quality. For instance, they could explore

sourcing suppliers that offer lower-cost raw materials or identify alternative raw

materials with the same quality as their current ones. By doing so, they can ensure that

the quality of their products remains consistent while keeping prices stable, ultimately

retaining their customer base and sustaining their sales. Due to their limited product

selection, one of the main challenges faced by Krispy Kreme is that most of their

offerings do not align with customer preferences. This mismatch often leads customers

to purchase from other stores. Additionally, their products are perceived as excessively

sweet, further discouraging some consumers.

To address this issue, Krispy Kreme should implement a system that allows customers

to select and purchase products tailored to their preferences. By doing so, the company

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can ensure that customers are more satisfied with their offerings, leading to increased

sales and a reduction in customer defection to competitors.

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III.​ Objectives

Krispy Kreme's main objective is to give quality doughnuts to every customer to give full

satisfaction to them, because their doughnuts are renowned for their light, fluffy texture

and signature glaze. Its dough is a blend of flour, yeast, eggs, milk, sugar, and butter,

which is then proofed and shaped into rings, then it is fried in vegetable oil until golden

brown and immediately glazed with a sweet, sugary coating while still hot. With this

process it creates a crispy exterior and a soft, airy interior. For them their doughnuts are

characterized by their freshness, sweetness, and variety. This is a popular choice for

customers, for a quick and special treat that satisfies them. Their objectives consist of

short and long term objectives to give full proof goals to their company. They want to

lessen the calories of their doughnuts without compromising the quality of their

doughnuts. They also want to improve their market shares and expand the horizon of

their company through the whole wide world.

Krispy Kreme has a clear goal in having the famous glazed doughnut. They want to

make their doughnuts the best quality. Also, they want to build their brand worldwide

that can increase market reach and to enhance brand reputation. Giving great service to

consumers for customer loyalty, brand reputation, and reducing customer churn. Trying

new products for new revenue streams, introducing a new product to their consumers,

and to meet evolving needs. Help local communities to help increase customer loyalty,

improve employee morale, and long - term business growth. Helping local communities

increase customer loyalty, this paints Krispy Kreme as caring and responsible corporate

citizens. This makes a positive image for customers, to make them choose their brand.

Improve employee’s morale, because employees see the positive impact of their work in

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the community that boost and strengthen team bonds and foster a sense of purpose,

pride, and positive work environment. For long term business growth, with a positive

community reputation it attracts customers and increases brand awareness. This can

strengthen relationships that can lead to potential partnership and opportunities.

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IV.​ Target Market

Krispy Kreme targets a wide demographic from these essential target market

Families

Krispy Kreme offers reasonable treats that are culminated for families to appreciate

together.

Office workers

Due to their busy schedules making them prime targets for time saving and on the go

foods. They have stable jobs and a nice salary to keep on spending in the category of

donuts and other products. Krispy Kreme offers coffee to partner with your chosen

donuts that are quick to serve for an individual.

Students

Students is one of Krispy Kreme's target markets because of its affordability that

students make it a convenient treat option to reward themselves after achieving or

finishing something. Krispy Kreme doughnuts are appealing to students for social

experience. The location of Krispy Kreme is convenient to students that are easy to

access. Students reward themselves with a treat, which Krispy Kreme indulges in.

Krispy Kreme also evokes memories of childhood that the student feels.

Private Vehicles

Krispy Kreme also targets private vehicles and a treat option to reward themselves

while on heavy traffic. Sugar doughnuts also give a temporary energy boost to help

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commuters be alert. They could also help Krispy Kreme with brand awareness because

of social media pictures that private vehicle owners take. Because of this Krispy Kreme

can capitalize the route of private vehicle owners and offer convenient and appealing

products.

Children

Krispy Kreme offers child friendly treats, such as glazed doughnuts, lotus Biscoff

dripped glaze, and chocolate iced custard. In conclusion, Krispy Kreme targets people

who value a high-quality, liberal treat that is both available and affordable. The brand's

center on comfort, quality, and assortment has made a difference to be a prevalent

choice among shoppers of all ages. But what I've researched is that the Krispy Kreme

target market is the middle class "People who have work or working" and Upper class

"People who are wealthy or have a high salary" or people who can afford to purchase

the product frequently.

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 V.​ Marketing Strategy

Pricing Strategy

Krispy Kreme applies a wide range of marketing and pricing techniques to make the

brand strong and enhance sales. It focuses on value pricing, so its products can reach

as many customers as possible. The promotions offered by the company are, for

instance, buy twelve (12) doughnuts and get six (6) classic donuts for free promo. It

makes people order in larger numbers and share the items with others. The excitement

for seasonal or limited-time doughnut varieties drives the urge to try out the flavors.

However, the loyalty program offered by Krispy Kreme is called Krispy Kreme Reward

card, wherein they award points for every purchase and push the customers to return,

as well as getting a free 6 classics donuts for every purchase of a dozen donuts and

also get a free donuts in your birth month, lastly is so can upsize your drinks when you

purchased it for free because of the reward card.

Promotional Strategy

Krispy Kreme uses various promotional tools to enhance its brand image and to

increase its sales volumes. It advertises seasonal products such as Valentine’s,

Halloween, and Christmas specials on television as well as on promotion social media

sites targeting different customers. Their sales promotion includes discount offers such

as the "buy twelve get six (6) for free" “birthday blowout” offer as well.

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Branding

Krispy Kreme focuses on a number of vital elements that make for strong branding and

loyalty to its customers. Its green and white logo is very catchy and reflects the

freshness behind its products.

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VI.​ Timetable

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VII.​ Marketing Budget

Krispy Kreme is a renowned doughnut company since they’ve established it. But that is

not the end of it. Krispy Kreme wants to expand the horizon of their prospect customers

and want it to attract more. In this marketing plan we want to give our proposed plan to

have we go to market and attract more prospective customers to the Krispy Kreme to

uplift and increase their revenue. In making a marketing plan we first think of a goal we

want to set for Krispy Kreme to increase their sales revenue. We think of a way how we

will market their products that will easily attract prospective customers. When making

this marketing plan we make sure that it is workable, realistic, and flexible as this is

profoundly needed to execute our marketing plan.

Below is the way/s we think marketing Krispy Kreme products:

Customers Segment: We first demographically think of who we want to get attention

with, making this marketing plan. In this matter we want to get the attention of the gen z

and millennials that are from 15 - 35 yrs old, because this is the prime age of those

prospective customers that are into sweets and would likely want to indulge the quality

products that Krispy Kreme has to offer. Based on the survey study of bake magazine

(Amick, 2018) shows that 80% of Gen Z (ages 18-21) and Millennial (22-34) consumers

are interested in trying unique and adventurous donut flavors.

Marketing Channels: As we all know that we live in a modern generation where

everything we want to see, know and want is only one click away from our gadgets and

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internet. That is why we want to market and make a big improvement to how we will

market Krispy Kreme’s products through social media as this is the way we will interact

and attract our target market in this marketing plan. By making PR and increasing the

percentage of marketing Krispy Kreme’s product through social media such as Tiktok,

Facebook, X (Twitter), Youtube and Instagram as this is where our target market spends

a lot of time browsing and using. These social media have made a big impact in making

a big PR marketing strategy through our prospective customers as they will easily see

what Krispy Kreme wants to offer, what promo they have, and most specifically what our

customers want to know and to see in advertisements.

Influencer Marketing: Influencer marketing is designed to tap into an existing

community of engaged followers on social media. Influencers are considered experts in

their niches. These individuals have a large influence over an audience a business

might be trying to reach and can be helpful marketing to those buyers.

Video Marketing: Video marketing is a type of content marketing that involves using

video as a medium. The idea is to create videos and upload them to a website,

YouTube, and social media to boost brand awareness, generate conversions, and close

deals. Some video marketing apps even allow businesses to analyze, nurture, and

score leads based on their activity.

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Budget Breakdown

Studio Budget : 75,000 Php

Freelance Editor: 50,000 Php

Influencers

Niana Guerrero: 155,000Php

We chose Niana Guerrero to be the endorser of krispy kreme because she is one of the

most famous dancers, and her energetic and captivating content has brought her into

the limelight. With over 15 million subscribers on YouTube, 30 million on TikTok, and 14

million on Instagram, she shares her love for dancing, family moments, and her unique

personality across different platforms. Her massive influence across platforms, paired

with her ability to connect with a diverse audience, makes her the ideal ambassador to

share the delight of Krispy Kreme donuts with millions of her fans.

Abby Marquez: 100,000Php

We chose Abi Marquez, the "Lumpia Queen," as our endorser of Krispy kreme. Abi

Marquez was more than just a TikTok sensation. She was a culinary artist, a dream

weaver, and a force to be reckoned with in the food world. Her innovative recipes,

particularly her playful twists on the classic lumpia, had captured the hearts of millions.

She has over 8.7 million followers all over her social media accounts. In tiktok she has

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3.9 million followers , in instagram she has over 1.2 million followers, in facebook she

has 2 million followers, and lastly in youtube she has over 1.6 million subscribers. We

think that Abi Marquez collaborating with Krispy Kreme was more than just a marketing

gimmick, it was a testament to the power of creativity and the enduring appeal of

Filipino cuisine. It was a sweet victory for both brands, a celebration of flavor, and a

testament to the limitless possibilities of food

Mimiyuuh: 135,000 Php

One of our chosen endorsers for the advertisement is Mimiyuuuh, whose real name is

Jeremy Sancebuche, is a Filipino content creator, comedian, and social media

influencer. She rose to fame through her comedic and relatable videos on YouTube,

showcasing her unique humor and charismatic personality. Mimiyuuuh became widely

recognized after popularizing the dance challenge to the song "Dalagang Pilipina,"

which went viral in 2019. Her platform centers on creating entertaining and uplifting

content, often featuring her daily life, collaborations with celebrities, and comedic skits.

Beyond social media, she has also ventured into fashion and brand endorsements,

becoming an icon for self-expression and authenticity. She has 2 Millions followers on

her Instagram, and on Facebook she has 2.9 Million followers, while on Tiktok she has

3.9 Million followers and lastly her Youtube channel has 4.9 Million followers. With this

large and big platform she has, it'll be a great impact for our marketing plan for Krispy

Kreme to reach more target markets through Mimiyuuuh’s influence.

Esnyr : 90,000Php

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We chose Esnyr as one of our Influencers that would collaborate with Krispy Kreme.

Esnyr John Ranollo known as Esnyr, is a Filipino social media personality and actor.

Esnyr captured the viewer's attention by his witty and humorous skits. Because of this,

he had many collaborations with famous actors and actresses. He even starred in a

famous Filipino horror movie called Shake, Rattle, and Roll. He has over 10 million

followers all over social media. On Facebook, he has 3.7 million followers. He has 1.1

million followers on his Instagram account. His tik tok account has over 9.2 followers

which is the most larger than his other two social media accounts combined. Esnyr is

currently applauded for his mini series in tiktok. We think that Krispy Kreme

collaborating with Esnyr would give the company a wide audience to market their

product. Since Krispy Kreme donuts are already known by the masses, it won't be hard

for the company to capture the target audience.

Ninong Ry : 100,000Php

We choose ninong ry to be the endorser of Krispy Kreme because he has captured

millions with his unique blend of humor and culinary expertise. He is known for his

unfiltered personality and relatable style. He is one of the most beloved food bloggers in

the Philippines. He doesn't just share recipes but he also shares stories, tips, and a

whole lot of fun. Whether he's whipping up a simple home-cooked meal or tackling a

complex dish, his passion for food is infectious. In social media he has obtained a lot of

followers like in Instagram with 585k followers, and in tiktok with 2.8m followers. But

Facebook has the largest followers than the other two social media combined with over

8.7m followers. Also beyond ninong ry's cooking skills, his kindness and down to earth

nature have made him a beloved figure. We absolutely choose ninong ry as an

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endorser for Krispy Kreme not just to increase market sales but also make the

customers love and enjoy the product Krispy Kreme has to offer.

Social Media Ads cost (1 month)

Facebook: 17,544.14 Php (565.94 Php per day)

Instagram: 155,000 Php (5,000Php per day)

Tiktok: 310,000Php (10,000Php per day)

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VIII.​ Conclusion

In conclusion, Krispy Kreme stands out from the rest of the competitors they have in the

market due to the innovative and strategic marketing plan they have to market their

products to the customers. Krispy Kreme remains one of the most competitive and

strong dynamics and such as Krispy Kreme must use a combination of flexibility and

customer satisfaction strategies to stay at the top. It has achieved an adobe average

score in its management approaches so far. Krispy Kreme Doughnuts is gradually

shifting its business focus. They're taking a more retail-oriented strategy than wholesale.

These retail stores account for more than half of their total revenue. It is gradually

gaining market share in developing countries where American food is in high demand. It

is now a global brand with thousands of loyal subscribers who will propel it ahead in the

future. However, there are various concerns that must be addressed. KKD is yet to

establish their own identity. To become a reputable brand in any field of business, the

company must have an identity that allows them to create a picture in the minds of their

subscribers. Again, it is now fashionable to consume reduced carb foods as a diet. So,

in the near future, doughnuts may become less popular. Krispy Kreme Doughnuts must

be mindful of these concerns.

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IX.​ Bibliography

Financial Report 2022-2023, Krispy Kreme

https://investors.krispykreme.com/news/news-releases/news-details/2024/Krispy-Kreme

-Reports-Fourth-Quarter-and-Full-Year-2023-Financial-Results/default.aspx

Krispy Kreme Website, Krispy Kreme,

https://now.krispykreme.com.ph/

Social Media campaigns and engagement efforts, DBRAND,

https://drbrandagency.com/marketing/krispy-kreme-marketing-strategy/?fbclid=IwZXh0b

gNhZW0CMTEAAR0md0M37op0kSMWXVxxuRFg8f-gUwg8GdWRkqwaDk5TDHmxQ5

-Lvwp8nNk_aem_od4-UrhuQvuxYL--jWLPGQ

Amick, New survey finds young consumers willing to try adventurous donut flavors,

2018, Bake Mag,

https://www.bakemag.com/articles/8636-new-survey-finds-young-consumers-willing-to-tr

y-adventurous-donut-flavors

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