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Case Study - King Arthur Flour

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Submitted By Gettingthedegree
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Introduction King Arthur Flour has built a company from a unique culture, centered on a baking community, which eagerly seeks out the high quality and chemical free baking products. The iconic label represents personality traits consumers can relate to such as honesty, purity, and superior strength (Keller, 2013, p. ). As a small company with products used extensively by bakers around the world, King Arthur Flour employee owned company regularly contributes to the future direction of the business (Godes & Mayzlin, 2007, p. 724). This paper will demonstrate how King Arthur made a marketing program from a baking company and their baking activities into a unique business and consumer experience. This paper will also explain how word of mouth has created a unique baking community used to provide support and shared ideas with all consumers.
Brand Equity King Arthur Flour’s main sources of brand equity comes from their flour products, which is produced and sold business to business but also their baking equipment, baking products and baking catalogs (Godes & Mayzlin, 2007, p. 726). King Arthur Flour brand equity also comes from their direct to consumer sales through their smaller company stores and cafes which offer baking products, cookware and baked goods for immediate consumption. (Keller, 2013, p. …..). King Arthur Flour has built its marketing program around building and preserving their brand equity by engaging the community, maintaining a quality product and supporting the employee owned company with decisions to support the baking community at large (Godes & Mayzlin, 2007, p. 727). Brand equity in the King Arthur Flour company has been build up not only from the quality products which are produced but the customer interactions the business creates by having a dedicated hotline for bakers, education classes and a community baker forum (Keller,

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