1
Strategic Recommendations for Crumbl Cookies: A Faith-Based Approach to
Growth and Marketing
W
BUSI 520: Strategic Marketing Management
Dr. Lorna DeShay
March 5, 2025
Introduction
Crumbl Cookies has established itself as a leader in the dessert industry through its
innovative marketing strategies and high-quality product offerings. To maintain and enhance its
competitive position, the following long-term and short-term strategic recommendations are
proposed, aligning with specific Marketing Management Implementation Plan (MMIP)
questions.
Each recommendation below is supported by relevant scripture and scholarly sources.
Long-Term Goals
2
Global Expansion with Cultural Sensitivity
MMIP Reference: Discovering Marketing Management – Question 2
Expanding into international markets presents a significant opportunity for Crumbl.
However, entering new regions requires more than just a simple rollout of existing products. To
truly relate to consumers, it is essential to adapt offerings and marketing strategies to local
cultures. This involves researching local tastes, preferences, and customs to ensure that
Crumbl's products align with regional expectations (Kotabe & Helsen, 2022). As stated in
Deuteronomy 8:18 (NIV), "But remember the LORD your God, for it is he who gives you the
ability to produce wealth," highlighting the importance of leveraging resources responsibly in
global outreach.
Introduction of Health-Conscious Options
MMIP Reference: Communicate the Value Offering – Question 3
Today's consumers are increasingly health-conscious, making it crucial for Crumbl to
evolve its product line. By developing gluten-free, low-sugar, and vegan cookie options, Crumbl
can attract this demographic and broaden its market reach (Johnston & Marshall, 2021). The
scripture from 1 Corinthians 6:19 (NIV) states, "Do you not know that your bodies are temples of
the Holy Spirit?" This reinforces the idea of making healthy choices, aligning with Crumbl’s
commitment to providing options that cater to health-focused consumers.
Commitment to Sustainable Practices
3
MMIP Reference: Use Information to Drive Marketing Decisions – Question 5
Sustainability is more than a trend… it is a consumer demand. Crumbl can demonstrate
corporate responsibility by implementing eco-friendly packaging and sourcing sustainable
ingredients (Peattie & Peattie, 2020). The importance of stewardship is highlighted in Proverbs
11:14 (NIRV), which states, "Without the guidance of good leaders a nation falls." This verse
underscores Crumbl's responsibility to the environment, reinforcing its commitment to
sustainable practices.
Personalized Customer Loyalty Programs
MMIP Reference: Develop the Value Offering – Question 3
Enhancing customer loyalty is vital for long-term success. Although Crumbl already has
some reward systems implemented, Crumbl can incorporate new reward systems to excite
customers through more personalized rewards and exclusive offers that cater to individual
preferences (Berry & Parasuraman, 2021). The principle of generosity is emphasized in 2
Corinthians 9:8 (NIV): "And God is able to bless you abundantly, so that in all things at all times,
having all that you need, you will abound in every good work." This scripture supports the idea
that investing in customer loyalty benefits both the business and its consumers.
Leveraging AI for Enhanced Customer Experience
MMIP Reference: Price & Deliver the Value Offering – Question 3
As Artificial Intelligence (AI) continues to develop, it could be beneficial for brands to
take advantage of it. AI offers transformative potential for improving customer experiences. By
utilizing AI-driven data analysis, Crumbl can optimize inventory management and develop
personalized marketing strategies (Chui et al., 2021). Proverbs 18:15 (NIV) states, "The heart of
4
the discerning acquires knowledge, for the ears of the wise seek it out." This verse encourages
the pursuit of knowledge, aligning with Crumbl’s objective to leverage their resources, including
AI, for better understanding of customer preferences.
Short-Term Goals
Targeted Social Media Engagement
MMIP Reference: Discovering Marketing Management – Question 4
In today's digital landscape, social media is essential for brand visibility. Crumbl can continue to
enhance its presence by collaborating with influencers and creating tailored content for specific
regions (Kaplan & Haenlein, 2020). The principle of empathy is captured in Philippians 2:4 (NIV):
"Not looking to your own interests but each of you to the interests of the others." This
emphasizes the importance of empathy and engagement with audiences, reinforcing the need
to prioritize their preferences and experiences, as consumers relate well to influencers.
Storytelling in Brand Communication
MMIP Reference: Use Information to Drive Marketing Decisions – Question 3
Sharing the story behind Crumbl’s origins and community involvement can create
emotional connections with consumers (Scott, 2021). This can be shared on social media
platforms or as a more extended story or blog post on their website. The Biblical
encouragement to "let your light shine before others" (Matthew 5:16, NIV) aligns with
transparency in brand storytelling, promoting honesty and integrity while speaking truth.
Enhancing Digital Platforms
5
MMIP Reference: Develop the Value Offering – Question 1
Improving usability on Crumbl's website and mobile app is crucial for enhancing
customer experience and driving online sales (Laudon & Traver, 2022). To elevate the app,
Crumbl should consider adding features such as a cookie customization tool, which allows users
to create unique combinations, and a loyalty rewards tracker to encourage repeat purchases.
Additionally, integrating social sharing options can promote organic marketing, while push
notifications for special promotions and new flavors will keep customers engaged. Proverbs 16:3
(NIV) states, "Commit to the Lord whatever you do, and he will establish your plans," reflecting
Crumbl's dedication to quality service and the enhancement of its digital platforms.
Expanding Delivery Options
MMIP Reference: Price & Deliver the Value Offering – Question 5
Accessibility is key to customer satisfaction. By partnering with additional delivery
services, Crumbl can enhance convenience for its customers (Grewal & Levy, 2021). Proverbs
22:1 (ESV) states, "A good name is to be chosen rather than great riches." This verse highlights
the significance of reputation in improving service accessibility.
Encouraging User-Generated Content
MMIP Reference: Communicate the Value Offering – Question 2
Engaging customers to share their experiences online and encouraging user-generated
content can significantly boost brand authenticity and customer engagement (Hennig-Thurau et
al., 2021). While Crumbl primarily partners with influencers, expanding into more UGC
opportunities is essential. A fitting verse for this approach is Colossians 3:23 (ESV): "Whatever
you do, work heartily, as for the Lord and not for men." This verse underscores the power of
6
sharing personal stories and experiences, highlighting how testimonials can serve as compelling
tools for building trust and authenticity.
7
References
Berry, L. L., & Parasuraman, A. (2021). Marketing services: Competing through quality. Simon
and Schuster.
Chui, M., Manyika, J., & Miremadi, M. (2021). The AI revolution: Transforming business strategy.
Harvard Business Review, 99(4), 38-49.
Grewal, D., & Levy, M. (2021). Marketing. McGraw-Hill Education.
Johnston, M. W., & Marshall, G. W. (2021). Sales force management: Leadership, innovation,
technology. Routledge.
Kaplan, A. M., & Haenlein, M. (2020). Rethinking social media marketing. Business Horizons,
63(1), 45-54.
Kotabe, M., & Helsen, K. (2022). Global marketing management. Wiley.
Laudon, K. C., & Traver, C. G. (2022). E-commerce 2022: Business, technology, and society.
Pearson.
Peattie, K., & Peattie, S. (2020). Social marketing: A pathway to sustainability? Journal of
Business Research, 116, 86-94.
Scott, D. M. (2021). The new rules of marketing and PR. Wiley.
Hennig-Thurau, T., Hofacker, C. F., & Bloching, B. (2021). Marketing in the digital age.
Journal of Interactive Marketing, 57, 1-15.
