Presentation on Harvard Cases Under the guidance of Prof. Sameer Mathur ( IIM - Lucknow)

2. Points to be covered
●Introduction to Krispy Natural and
Pemberton.
●U.S. cracker industry – situation and market
leaders.
●First launch of Krispy in 2008.
Krispy Natural relaunch
●Results and analysis of relaunch
Future Problems and Recommendations .

3. What is Krispy Natural ?

4. “
Krispy Natural is a salty snack
Brand introduced by Pemberton,
The salty snacks division of
Candler Enterprises, during 2009
in the U.S.

6. Introduction to Pemberton
● Snack food division of Candler
Enterprises
● Market leader in the U.S. Cookie and
bakery snacks segment owing to
superior taste
● Generates around $5 billion/ year in
sales
● practices DSD ( Direct store delivery)
● Leading brands: Softies and
Homestyle

7. Pemberton - Objectives
Pemberton president patricia williams
lists them as:
● Building a collection of attractive and
durable brands
● Leveraging leading marketing, sales
and DSD to increase profits
● Acquiring capabilities in salty snack
catagories

10. How did Krispy Natural come to be ?
● Pemberton, in 2008, acquired Krispy Inc. a
private manufacturer
of single sereve cracker packages.
● Krispy Inc. was a distributor in the
Southeastern U.S.
● The main objective was to expand into the
dominate the salty
snack market
● Later was renamed to Krispy Natural to make
it more appealing

11. What is the
Present Scenario ?

12. Present Scenario of Krispy Natural
● In September 2011, the brand was launched in test
markets for a 16 week test period.
● The results showed that Krispy natural had
performed beyond expentations in columbus but
poorly in the southeast region.
● A decision is to be of made about the national
rollout of the brand and its Marketing strategies.

13. The U.S. Cracker Market

15. Why are Crackers a Hit ?
Standalone flavour Portable Packaging
Healthy Many Options

16. “
This market is very attractive and
has huge growth potential.
This explains why Pemberton chose
to venture into it.

18. Cracker Market Shares

20. Market Leaders
Kraft Food Inc Kellogg Co Pepperidge Farm
Nabisco Brands Sunshine Keebler, Goldfish Brand
cars and Austin
brands
These 3 Companies accounted for about 75% of the
market share in 2010

21. Recent trends during 2010 result in share
decline from leading manufacturers Kraft
& Kellogg,With the leader Kraft
sustaining share losses over the past 3
years.

22. Competitors Advertising
2008 2009
Nabisco Ritz Crackers $27.1 $ 34.6
Sunshine Cheez – It Crackers $27.4 $ 32.9
Nabisco Wheat Thins Crackers $ 14.1 $ 15.8
Pepperidge farm Goldfish Crackers $ 12.8 $ 10.5
Keebler Town House Crackers $ 11.5 $ 10.2
Nabisco Triscuit Crackers $ 13.5 $ 9.5

23. Krispy 2008 Launch

24. Launching of Krispy in 2008
After acquiring Krispy Inc. in 2008 it entered the salty snack
Market. Pemberton hoped to increase market
volume and sales.
This was to be achieved by:
Winder Better Strong Parent
Distribution Placement Brand Name

25. “
However the product
underperformed.
The results were way below
the expected range This was a
very unexpected result for
Marne

26. Why Did The Launch Fail?
Regional Brand Limited
Flavours
Average Quality Limited Serving
sizes

27. Krispy Launch Performance

28. COMEBACK IS A GOOD
WORD, MAN.
Making A Comeback
Krispy Relaunch!

29. Why Re – Launch?
◊ Even though the first attempt was a failure but the
cracker industry
was very promising and had great potential.
◊ New and better strategies could easily help grab
market share
◊ The Leaders of this market were becoming complacent
and were
losing support and market share
◊ Many customers were dissatisfied with current cracker
tastes

30. What will be New ?
NEW NAME : KRISPY NATURAL
NEW MARKETING POLICY
NEW PRODUCT
NEW PRICING

31. PRODUCT
IMPROVEMENT
◊ Rebrand as krispy Natural and
adopt healthy outlook
◊ More Flavour options
◊ Multiple Serving package
options.
◊ Better taste, ingredients and
quality

32. Marketing Changes
◊ Use a pull Marketing strategy
◊ Other market players used a push
strategy for marketing
◊ spend heavily on trade promotions
◊ Introductions of Krispy Force
representatives.
Marketing costs

34. Advertising

35. Promotional Plan

36. Pricing Initiatives
◊ Looked towards a premium pricing
strategy
◊ priced approximately 155% the category
average cost per ounce due to superior
product
◊ Product will be on par in terms of visual
price

37. Distribution : ( Direct Store Delivery)
◊ DSD reduces handling and
Transportation losses.
◊ DSD was yet to be
optimised for longer shelf life
of the product compared to
sweet baked goods.

38. BRAND PROJECTION AND INCOME
STATEMENT

40. PRODUCT TESTING RESULTS
Test shows 77%-92% positive purchase intent and also 4 to 1 preference
Over leading brands for white cheddar filling crackers.

41. STORE PRESENTATION
% of stores with gondola placement is low and can be improved.

43. SALES PROJECTIONS

44. Competitor Analysis and Response
Now that competitors know what they are up against they will fight
Back and krispy Natural will have to up its game

45. RESULT : SUMMARY
◊ The relaunch was quite successful
◊ Market share in columbus was twice the amount predicted
◊ Southeast results were below par as it was a regional brand
◊ Competitors lost a lot of shares to krispy and sales were pre-
dicted to be $ 1000 and $ 550 million/ annum in columbus
and southeast respectively.
◊ Many consumers came to stores asking specifically for krispy
Natural.

47. Disclaimer
This Presentation was made by Akash Nageshwar Sen (SEMCOM,College)
During a Marketing internship under Prof. Sameer Mathur (IIM – Lucknow).