STRATEGIC PLAN PROJECT

Strategic Plan Project

Executive Summary

This study present three years marketing plan for Krispy Kreme Doughnuts, the organizaiont owns and franchises stores that produce and sell over 20 different types of specialty doughnuts. Since the company's founding in 1937, Krispy Kreme has grown into a leading specialty retailer producing over 1.8 billion doughnuts a year. With the acquisition of Digital Java in 2002, Krispy Kreme expanded its product line to include gourmet coffee. Retail stores now brew and sell our own line of coffee, which puts us in direct competition with many food and beverage establishments. In the recent years, Krispy Kreme has been expanding rapidly in both the United States and abroad. Our most important source of marketing has been our loyal customer base and "word of mouth". Our market is everyone, everywhere. Krispy Kreme has become a universal product and a global brand. This has all been accomplished without the expensive costs of brand building and product awareness. As we move into the future and continue to grow domestically and internationally, our original stores will serve as a blueprint for all other markets. We have significant growth opportunities domestically and internationally.

Strategic Plan Project

Marketing Plan

Responses from customers indicate that our doughnut is enjoying an excellent reputation and we fully intend to continue this trend. Inquiries form prospective customers suggest that there is considerable demand for it. Relationships with retailers, Fortune 500/1000 companies, major account, and franchisers substantiate the fitness of Krispy Kreme, Considerable for growth and accomplishment in our community industry. Krispy Kreme's marketing strategy is to aggressively enhance, promote and support the fact that our products are high quality and offer consumers a one-of-a-kind taste in this industry.

Sales Strategy

Because of Krispy Kreme's special market characteristics, our sales strategy is to create a memorable experience for our customer. When customer tastes our doughnuts they share an experience that keeps the coming back thus making them our loyal customers.

Distribution Channels

Krispy Kreme's marketing strategy incorporates plans to see doughnuts through several effective channels: All store and franchise locations are strategically placed through in-depth analysis. Off-premise placement of our products will further increase profits. The determining factor in choosing these channels is from the desire to expand throughout the U.S. Our mix of distribution channels will develop significant advantage over our competition.

Advertising and Promotion

Our advertising and promotion strategy is to position Krispy Kreme as the leading manufacturer and retailer of high quality doughnuts. We will utilize the following media and methods to dive our message home to our customers: "XKrispy Kreme will continue to rely on word-of-mouth advertising and promotion from our loyal customers. "XThe opening of new stores will attract local media attention and newspaper coverage leading to advertising success. "XDonations and fund-raising programs will also create brand awareness and a positive image in our communities.

Public Relations

During 2002-2004, Krispy Kreme will focus on the following publicity strategies: Krispy Kreme will continue to promote brand awareness by playing an active role in our communities through charitable contributions and fund-raising ...