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Driving Marketing Decisions at Crumbl Cookies
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BUSI 520: Strategic Marketing Management
Dr. Lorna DeShay
January 31, 2025
Q1: Marketing Research Process
Crumbl Cookies can utilize different forms of marketing research including surveys and
social media analytics to gather information about its current and potential customers.
According to Journal of Marketing Research, “With regard to data sources, survey data was the
major source employed, which can be attributed to their greater availability and easier
accessibility. This was followed by data obtained from social media platforms, experimental
data, and in-depth interviews.”
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Surveys can help gather quantitative data on customer preferences regarding flavors,
pricing, and service. Social media analytics provide insights into consumer opinions towards
Crumbl, allowing the brand to track trends and engagement in real-time.
The marketing research process typically involves several steps (Marshall & Johnston, pg.
102):
1. Defining the Problem/Challenge: Crumbl must identify specific questions to answer, such
as “What are new, potential flavors are customers would be interested in?”
2. Developing the Research Plan: This involves selecting research methods (like surveys and
social media observations, etc.) and determining the sample size and demographics.
3. Collecting Data: Crumbl can conduct online surveys through email or social media.
4. Analyzing Data: The collected data should be analyzed to identify trends, preferences,
and customer feedback.
5. Presenting Findings: Crumbl should present the research findings to the team
highlighting key insights that can be utilized in future marketing strategies, product
development, and customer engagement.
By using this structured approach, Crumbl can gather valuable information that can shape its
product development and marketing strategies.
Q2: External Forces Affecting Marketing Planning
Several external forces influence Crumbl's marketing planning and strategy:
1. Economic Factors: Economic conditions can play a crucial role in consumer spending. For
instance, during economic downfalls, like a recession, people may spend less on
gourmet cookies, which can potentially lead to decreased sales. Understanding these
factors helps Crumbl adjust its promotional strategies. There are two main types of
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economics to consider: Microeconomics, which looks at individual consumer choices and
how they impact demand. Lastly, macroeconomics, which examines the economy as a
whole, including indicators like the Gross National Product (GNP). If the GNP declines, it
often signals a slowing economy, making it even more important for Crumbl to adapt its
marketing approach to the economic state (Marshall & Johnston, pg. 99).
2. Political and Legal Factors: Government regulations and political decisions can
significantly impact how Crumbl operates and markets its products. For example,
according to Marketing Management, local and state legislatures have passed various
laws that affect business operations. These rules require Crumbl to follow the law while
also adapting its marketing strategies to align with the changing laws.
3. Competitive Landscape: The dessert market is highly competitive, with many brands
competing for consumer attention. Crumbl must continuously innovate and differentiate
itself to retain market share (Marshall & Johnston, pg. 100).
Q3: Customer Relationship Management (CRM) Program
Crumbl's CRM program is explained through these key components, according to Marketing
Management (pg. 120).
1. Analysis and Refinement:
oData Collection: According to Crumbl’s Instagram page, Crumbl gathers customer
information through social media to analyze preferences and behaviors.
2. Knowledge Discovery:
oPersonalization: The insights gained from data analysis allow Crumbl to create
marketing messages and promotions that resonate with customers.
3. Marketing Planning:
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oLoyalty Programs: Crumbl has rewards programs which encourages repeat visits
and enhances marketing. According to World Journal of Advanced Research and
Reviews, “Appropriately designed loyalty programs have a significant effect on
customer retention. The results of the study supported that programs which
offer cash, discounts and promotional offers support loyalty as well as repeat
purchases” (pg. 1142).
4. Customer Interaction:
oEngagement: Crumbl actively interacts with customers on social media,
responding to inquiries and sharing user-generated content to build stronger
relationships.
Q4: Consumer Characteristics Influencing Purchase Decisions
Consumer characteristics play a crucial role in the purchase decision process. The most
important for Crumbl Cookies are personal factors and social factors.
According to Marketing Management, personal factors can affect the purchase decision.
This could have to do with age, income, and lifestyle which can influence preferences. For
instance, younger consumers may gravitate towards trendy flavors rather than older consumers.
Next, social factors can affect purchase decisions. Social media can greatly impact consumer
behavior. Word-of-mouth reviews and recommendations from friends or influencers can
enhance brand awareness and encourage or discourage potential customers to try Crumbl
Cookies. Additionally, social media platforms allow for user-generated content, where customers
share their experiences, further influencing the buying decisions of others.
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Q5: Product Positioning
Crumbl Cookies positions itself as a premium dessert brand that offers unique, high-
quality cookies. A positioning statement could be:
"For young adults and families seeking delicious treats, Crumbl Cookies offers an exciting variety
of gourmet cookies with flavors that rotate weekly, providing a fresh and delightful experience
that sets us apart from traditional bakeries."
The primary target market is young adults and families looking for unique dessert
options. The value proposition is that Crumbl offers a rotating selection of gourmet cookies.
Lastly, the points of difference are Crumbl’s weekly flavor rotation and high-quality ingredients.
References
Marshall, G. W., & Johnston, M. W. (2020). Marketing management (4th ed.). McGraw-Hill
Education.
Bennett, R., & Rundle-Thiele, S. (2005). The brand loyalty life cycle: A model of the development
of brand loyalty. Journal of Marketing Research, 42(3), 305-315.
https://doi.org/10.1002/mar.21746
Hwang, J. Y. (2025). E-commerce and consumer behavior. World Journal of Advanced Research
and Reviews, 25(01), 1132-1143. https://doi.org/10.30574/wjarr.2025.25.1.0194
Crumbl. (n.d.). Crumbl Cookies [Instagram page]. Instagram.
https://www.instagram.com/crumbl/?hl=en
