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Repositioning Strategy for Krispy Kreme

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Culture
Family
Social stratification
Demographics
Reference groups
Technology

Briefly examine how these external influences on consumer behavior can be incorporated into a repositioning strategy for a company such as Krispy Kreme.

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Solution Summary

Krispy Creme is a famous donut company in America, operating mostly in North East region of the country with chain of stores serving world class donuts.

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Krispy Creme is a famous donut company in America, operating mostly in North East region of the country with chain of stores serving world class donuts. In the repositioning strategy, Krispy Creme can incorporate the external influences on consumer behavior in a variety of ways. Culture has an important bearing on the consumer behavior patters, especially in their choice of food products and delicacies. Since North Eastern part of USA has a huge percentage of Ethnic population such as Hispanic, Asians such as Chinese, South Asian such as Indians, KRispy Creme should conduct ethnic marketing strategies and advertising specially aimed at these ...

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Sandeep Bardia, MBA
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  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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