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

2.  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 Background 2

3. Business Obstacles 3 Why? In 2005, the company was forced to close half its 390 stores, and 14 quarters of losses followed. 1.The rise of Atkins diet and realization of healthy living styles 2.Competing with aggressive brands such as Dunkin` donuts (6,800 stores) and Starbucks (10,900 stores) 3.Dependence on word-of-mouth as a marketing tool and spending less on social media marketing

4.  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. Solution Proposal 4

5. The questions that remain ambiguous are: 1.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?” 2.Will the spread of word-of-mouth is an effective tool for marketing in today’s fast-pace and competitive market? Discussion 5

6. 1.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 http://www.businessweek.com/magazine/content/11_26/b4234028342413. htm 2.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-newsxmlhttp://www.dailymail.co.uk/news/article- 2006496/What-Homer-say-Krispy-Kreme-goes-healthy-selling-fruit-juice- yoghurt-oatmeal.html?ito=feeds-newsxml 3.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/ http://adage.com/article/cmo-interviews/krispy-kreme-s-cmo-spend-lean- social-media/149451/ 6 References

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