[광고론A+]The AD Proposal for Krispy Kreme 영문레포트

소개

The AD Proposal for Krispy Kreme 마케팅분석에 관한 영문레포트입니다.

목차

Situation Analysis
Analyzing the Market
1. SWOT of Krispy Kreme
SWOT of Dunkin Donuts
Objective & Strategies
1. Ad Objective
2) Ad Strategies
2. Strategies
1) Mobile marketing: Sending out the SMS free doughnut Coupons for trial
2) Building a "Krispykreme Zone" at bus stop around main downtown
3) Rapping car service on university festivals

본문내용

Situation Analysis
According to the recent National Statistics Office’s research, each household spend half of their grocery budget dining outside. This is due to several social changes; there has been an increase of working female and youngster’s purchasing power. Also people’s eating habits are changing that they prefer to have lighter, more convenient food these days. As the result, the doughnut market has grown immensely recent years. Only 2005’s annual sales of the doughnut market was 95 billion won (950억), it is estimated to be 130 billion won (1300억) in 2006. It has been growing 20% each year and the size of the market is getting larger and larger. Dunkin Doughnuts has been the dominator of the market since its entry in 1994, taking up 90% of the market share.

참고자료

· 없음