Marketing Plan : Krispy Kreme Comes to Taiwan [ppt]

“One doughnut never enough”

What’s Krispy Kreme?

In 1933, Vernon Rudolph bought a doughnut shop in Paducah, Kentucky, from Joe LeBeau.

His purchase included the company’s assets, goodwill, the Krispy Kreme name, and rights to a secret yeast-raised doughnut recipe that LeBeau had created in New Orleans years earlier.

Several years thereafter, Rudolph and his partner, looking for a larger market, moved their operations to Nashville, Tennessee; other members of the Rudolph family joined the enterprise, opening doughnut shops in Charleston, West Virginia, and Atlanta, Georgia.

He settled on opening the first Krispy Kreme doughnut shop in Winston-Salem, North Carolina. Rudolph was drawn to Winston-Salem because the city was developing into a tobacco and textiles hub in Thompson−Strickland

The first store in North Carolina was located in a rented building on South Main Street in Winston-Salem in what is now called historic Old Salem. The Krispy Kreme logo was designed by Benny Dinkins, a local architect.

By the 1960s, Krispy Kreme was known throughout the southeastern United States, and it began to expand into other areas.

In 1976, Krispy Kreme Doughnut Corporation became a wholly owned subsidiary of Beatrice Foods of Chicago, Illinois. The headquarters for Krispy Kreme remained in Winston-Salem.

You can download Marketing Plan : Krispy Kreme Comes to Taiwan [ppt] in here.ppt
A group of franchisees purchased the corporation back from Beatrice Foods in 1982.

Krispy Kreme is a unique company and brand that has become increasingly more recognizable around the world.

The market research indicates that Krispy Kreme’s breadth of appeal extends across all major demographic groups, including age and income.

In addition to their taste, quality and simplicity, Krispy Kreme doughnuts are an affordable, indulgent sweet treat. Many of our customers are accustomed to purchasing our doughnuts by the dozen for their office, clubs and family.

The taste is beyond compare: a doughnut so airy and amazingly light that a mere finger-touch leaves a dent, but few fingerprints remain when a dozen disappear in a blink.

And no matter how many times a person has eaten a Krispy Kreme doughnut they'll have that same joyful response biting into a new hot one. Something along the lines of "Howdy!" or "WOW!" or "GoodGodARuckus!"

Krispy Kreme Products:
Krispy Kreme produced about 20 varieties of doughnuts,

The biggest seller of which was the company’s signature “hot original glazed” doughnut made from Joe LeBeau’s original yeast-based recipe.

• Original Glazed
• Chocolate Iced
• Chocolate Iced with Sprinkles
• Maple Iced
• Chocolate Iced Creme Filled
• Glazed Creme Filled
• Traditional Cake
• Chocolate Iced Custard Filled
• Raspberry Fille
• Lemon Filled
• Cinnamon Apple Filled
• Powdered Blueberry Filled
• Chocolate Iced Cake
• Glazed Cruller
• Powdered Cake
• Glazed Devil’s Food
• Chocolate Iced Cruller
• Cinnamon Bun
• Glazed Blueberry
• Glazed Sour Cream

Competitor Analysis:

Competing in similar markets with Krispy Kreme are; Daylight Doughnuts, LaMars, Cinnabon, Dunkin Doughnuts, and Tim Hortons. Focus on the restaurants that provide doughnuts or like products, such as baked goods. Each company has its own brand name that carries with it an emotion in the eyes of consumers a certain aspect of the industry Dunkin Doughnuts is known for its coffee.

• LaMars has a small shop feel.
• Daylight has its large variety of doughnuts.
• Tim Hortons and Cinnabon are known for their baked good,
• while Krispy Kreme is known for the doughnut theatre.

According to one consumer survey done in 2000, consumers rated Krispy Kreme their favorite doughnut, cookie, or coffee chain. Starbucks and Dunkin’ Doughnuts both came in number two and three.

also do small pastry companies that sell their product within discount stores. For example, the chocolate and powdered sugar covered doughnuts that are in discount stores and convenience stores. Another competitor with Krispy Kreme is the small local doughnut shop.

Taiwan Market Condition:

Dunkin’s doughnuts open the store in Taiwan, the sales was exceed the target, with average sales of 15,000 to 20,000 doughnuts a day, this is a good respond from the customer in Taiwan

Dunkin' Donuts joins the Japanese chain Mister Donut, a unit of Duskin, which entered Taiwan in late 2004.

Recently, doughnut market is growing by 20 to 30 percent every year. The rise of the doughnut in Asia reflects not only a growing openness to Western food in the region, but also the rising affluence of consumers willing to spend a little more for extra treats beyond the daily rice box.

You can download Marketing Plan : Krispy Kreme Comes to Taiwan [ppt] in here.ppt