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Krispy Natural case study
- 1. Launching Krispy Natural Cracking the Product Management code
- 2. The cracker industry in numbers $6.9 Billion industry 2.2% CAGR
- 3. Division of products in the industry
- 4. About the company Beverage Pemberton Pet Care Restaurant
- 5. Key players in the Case study Patricia Williams President Ashley Marne Executive VP Burt Spivey COO Brandon Frederick Marketing Director
- 6. The problem Company Pemberton is the snack food division of Candler Enterprises, a multinational beverage and snack goods manufacturer. Context Pemberton wanted to enter the 6.9 Billion $ Cracker industry through Krispy Natural Problem statement How should Pemberton position Krispy Natural in the cracker industry?
- 7. Market share before launch
- 8. The launch of Krispy In vending machines Supermarket ShelfsSingle Serve packs …. Failed to meet management projections
- 10. Challenges along the way Challenge 1 Expand audience Taking a regional brand like Krispy Inc. and market it throughout the nation Challenge 2 Competition Stiff competition from brand like Pepperidge farms and various other small brands.
- 11. Solution Extensive R&D New flavours and product lines DSD distribution Optimized system to account for longer shelf life of crackers A premium pricing strategy Keeping the same “Visual price” as other brands
- 13. Krispy Relaunched Multi Serve Packs Healthier and a more premium feel Cream filled crackers
- 15. Pull Strategy ● Aggressive trade promotions ● Advertisements ● Promotion for consumers Pemberton planned to spend a total of $70 million in Year Three. $33 million on Advertising and 37 on Merchandising.
- 17. Estimated $ market share in Columbus
- 18. Estimated $ market share in Southeast
- 19. National Rollout ● Annual sale estimated to be much more than $500 million ● Companies like Kellogg's and Kraft set to lost market sure ● High store and display penetration in test markets
- 20. Impact
- 21. Neutralising the Frito-Lay threat ● Optimising DSD and the “Krispy Force” ● Tie-up with health and fitness centres. ● Getting celebrities known to be health conscious as brand ambassaders ● Online campaigns with celebrity chefs ● Promotions in regions with low sales numbers
- 22. The Idea Expand into the Cracker market by taking over Krispy Inc Problem How to position the Krispy brand Launch Launched in single serves, vending machines and supermarkets Failure Failed to meet expectations. Meet only 57% of the estimated sales Relaunch Relaunched after extensive R&D and product tests
- 23. Disclaimer Created by Anshul Jain, BITS Pilani during a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow