Pemberton Products is a U.S. market leader in the cookie and bakery snacks segment of the sweet snack market. Looking to expand into the salty snack market, the company acquires Krispy Inc., a maker of salty snack crackers located in the southeastern U.S. To compete with premium cracker brands, Pemberton plans to reformulate and re-launch the Krispy brand as "Krispy Natural," which offers natural ingredients, improved taste, and revised packaging. Market tests in Columbus, Ohio show market share results that are double the company projections while results in 3 cities in the southeastern U.S. fall well below expectations. The marketing director must interpret the market test results, consider possible competitive responses to the new brand, and present his recommendation for a national rollout to the VP of sales and marketing

3. Strategic Priorities

4. Cracker Industry

5. Competitor

6. Performance V/S Expectation

7. Mintel Study

8. Natural or Single

9. Market Trend

10. Krispy Product Line

11. What Went Wrong??
• Limited product line
• Taste – the flavour did not satisfy the taste
score on the customer scale

12. Relaunch season
• Carcker market were still attractive
• Market was huge and still there were
opportunities of growth
• Competitors were not able to capitalize the
market .

13. What krispy did??

14. Result Time

15. Reason For Success

16. Marketing Strategy Adopted
• Heavy advertising
• Adoption of pull marketing strategy
• Effective DSD

17. Pricing strategy

18. Swot Analysis

20. Created by Aman Varma under the
mentorship of prof sameer mathur
IIM Lucknow