Target Market

Choosing an appropriate target market for any business is an important aspect of advertising. This is because you must recognize WHO you’re trying to reach before you actually can. After recognizing your market, your advertisements will be more direct and effective.  Advertisements and promotions are less appealing to those outside of your target market. For example, an advertisement meant to reach active, young, adults wouldn’t appeal to someone who is older and more leisurely. Krispy Kreme’s primary target market encompasses young adults aging from 20-30 years old and middle class families. However, since Krispy Kreme does not have one particular target market and aren’t categorized as one business type, they have various tactics to appeal to various markets. They also target schools, local organizations and businesses.
The primary market, those ranging from the ages 20-30 years old, are Krispy Kreme’s main focus. This is where the majority of their business comes from. These are your everyday commuters who desire a sweet treat, or coffee to help outlast a long day at work. Their purchases may be small or cheap, but business is usually consistent, as are sales.
Krispy Kreme appeals to schools as a fundraising opportunity. Doughnuts are very inexpensive when purchased in bulk, and easy to sell. Krispy Kreme offers certificates, coffee, partnership cards, and doughnuts to schools to raise money. Gift certificates are less of a burden, and those selling them don’t have to deal with ordering and delivering doughnuts after you’ve made the sale. This makes things easier for both the customer and fundraiser. Offering fundraisers to schools increases awareness of Krispy Kreme, serves as sales promotion, whilst building a relationship with schools and the community. The money earned from these fundraisers are usually used to improve the school or purchase uniforms as shown on Krispy Kreme’s “Fundraising” page on their site.
Local organizations and businesses purchase Krispy Kreme’s products for retailing. They sell