Marketing case study: expansion strategy grows market and frequency of purchases, fills manufacturing capacity.
The company’s core product, donuts, was becoming less desirable to consumers. Sales, traffic, and profits were declining. The coffee category was enjoying tremendous growth in the marketplace with new entrants including Starbucks and Peets, and expanded coffee products such as flavored and frozen beverages.
Andrea McKenna, Director of Advertising & Sales Promotion, led the team in developing an integrated marketing program with a new positioning “coffee and…” featuring coffee, with a secondary emphasis on the namesake product.