Essay on Krispy Kreme Marketing With Advertising

Submitted By Gerald-Barbon
Words: 671
Pages: 3

Gerald Barbon
Professor Tito
Business 101
15 February 2015

Krispy Kreme: Marketing without Advertising

Since 1937, Krispy Kreme has been preparing its classic Original glaze donut but what separates them from other major retail companies is the way they are able to market without advertising. Krispy Kreme’s marketing strategy has always been “word of mouth” for the last 78 years but in a generation where everything is on social media, Krispy Kreme has continued to market itself in creative ways through apps, packaging, and design, while on a low budget. For my essay, I recently went to a local Krispy Kreme in Seattle, spoke with some of the customers, employees and experienced the feeling people get when they are at Krispy Kreme. Krispy Kreme’s mission statement is “to touch and enhance through the joy that is Krispy Kreme”, and I will admit it was a joy to be there. Once you walk in, the customers are offered a free glazed donut while you wait in line. While in line, you get to see the magic on how each donut is made and glazed. For children this is pretty cool for them to see, the whole experience is fun all to come and see. Even though I didn’t see any return policy, I did ask an employee and she stated that if you are not satisfied with the product, Krispy Kreme would either refund your money or remake your donuts and coffee product. Secondly, Krispy Kreme’s experience to touch and enhance is defiantly felt in the wallet. The prices for an original glazed donut is $1.10 to $1.45 for filled donuts. Once you make it to the cashier to order, the price board is so big, you can see it from outside. Even the drive-thru menu board is large and with color pictures of the products offered. Krispy Kreme offers many different bundle options to save money, for example, buying one dozen and getting one dozen free. I felt the pricing strategy at Krispy Kreme is to offer a product as affordable as the experience is, which I feel sets them apart from others like Starbucks or even Dunkin Donuts. Also, when you first walk into Krispy Kreme, you are offered a free glazed donut and a history about the company. The employees are very friendly, knowledgeable, and helpful. I spoke to with few employees about the training at Krispy Kreme, and I was amazed with how much the company invests into its employees. Krispy Kreme’s believes the employees are the marketer for the store and the community where the store is located. The stores themselves are a big part