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Swot Analysis Of Krispy Kreme Doughnuts

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5.1.1 Branding
In a marketing and advertising blog, MDG Advertising describes the Krispy Kreme Doughnuts brand as being “built on that sense of tradition and customers take comfort in the fact that these iconic doughnuts have not changed with the trends or the times. Ironically, the brand’s insistence on staying simple and the same completely contradicts with contemporary wisdom that brands must continually evolve to stay relevant to modern audiences.”

Krispy Kreme Doughnuts sustained its success by staying true to what worked for the brand. QSRMagazine.com reported on how the doughnut dynasty has succeeded by feeding the need for the tradition and comfort that customers crave.

Krispy Kreme Doughnuts CMO Dwayne Chambers explained “People …show more content…

We do not need to fabricate what you’d call “contagious” stories. We do not need to place media buys or spend money on traditional advertising because our customers want to talk about us. We are responsible for delivering a great product, a great brand experience, and we just let them say what they want to. Social media has, obviously, been a boon to us. We have 4 million Facebook fans. Our brand is in the hearts and minds of the people who love us. The Krispy Kreme Doughnuts brand is what it is to our customers. We are a humble brand by nature. The messages out there are authentic, which makes them believable and all the more …show more content…

A secondary competitor of Krispy Kreme Doughnuts is the Starbucks Corporation who has strong customer relationships, technologically advanced distribution strategies and a globally recognised brand and a wide assortment of eco- friendly products. Starbucks is not listed as a primary competitor as its main business focus is not doughnuts.

The South African market does not offer a primary competitor to the Krispy Kreme Doughnuts franchise. Secondary competitors that have been identified by the marketing team include:
a. McDonalds McCafe (the McDonalds brand is well known and recognized in the South African market – it stocks 3 types of donuts)
b. Vida e caffé
c.

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