Reference no: EM132414358

Question: Krispy Kreme Doughnuts, a favorite brand in the southern parts of the United States since the 1930's has tried a few times to expand into the north specifically NY and Boston (Dunkin' Donuts territory) and failed. The last time in 2003, the brand almost went bankrupt after both aggressive overexpansion and poor stock performance unhappiness where stock holders wanted to see immediate returns. 

Since then, the company gone back to a being privately owned and has restructured. It has been much more targeted in their growth, expanding slowly. In 2020 they plan to try to have a large presence in New York, opening the largest Krispy Kreme Store in Times Square. This store will be open 24 hours a day, 7 days a week.

The management feels that the time is right to make this aggressive move in the New York market. 

1. Please recommend 2 media channels that will help drive launch the brand in these new markets, achieve brand trial and win new users on a large scale basis

You will be asked to:

1) Tell me why this is your target

2) Chose two types of media: Why you would use it   How you would use it

3) Show how your media mix met the criteria

4). Story Telling