Presentation made during an internship under Prof. Sameer Mathur, IIM Lucknow.

1. LAUNCHING KRISPY NATURAL:
CRACKING THE PRODUCT
MANAGEMENT CODE
HARVARD BUSINESS SCHOOL CASE

2. KRISPY
NATURAL
• Latest product on the
block by Pemberton,
a food division of
Candler Enterprises.
• Part of the quickly
growing cracker
food industry in the
US.

3. PEOPLE WHO MATTER WHEN
WE TALK ABOUT KRISPY
• Pemberton President
Patricia Williams
• COO
Spivey
• Executive Vice President Marketing
Marney
• Marketing Director
Brandon Fredrick

4. What’s the Pemberton-
Krispy Natural Story?

5. PEMBERTON’S STANDING IN
STATUS QUO
• Market leader in the US Snack Market
• Deals with Cookies, Home styled muffins,
doughnuts etc
• Accounts for about 28% of total sales of Candler
Enterprises
• Believes in using the procedure of DSD(Direct
Store Delivery) in order to deliver the products

6. What are the goals of
Pemberton?

7. • To build a product line of self
sustaining brands
• To use the DSD system along
with its marketing and sales
strategy in order to increase it’s
brand value
• To acquire capabilities in the
salty snack sector of the
American economy

8. What has happened after the
introduction of Krispy Natural?

9. • The new product has failed
to capture the imagination of
the American people
• This is due to heavy
competition in the industry
• COO has now relaunched the
product with a revamped
strategy with a newer, better
taste!

10. What’s going to be the rollout
strategy for the relaunch? What
about the introduction of newer
competitors in the segment?

11. TO REALISE WHY DID KRISPY
LOSE OUT IN THE FIRST PLACE
• It was a regional
brand
• It had limited flavour
options
• The product line
wasn’t expansive

13. WHAT ABOUT THE OTHER
MEASURES?
• Evaluate research
surveys done
previously
• Evaluate the
competition
presented to Krispy
Natural

14. How did the product strategy
get revamped?

16. • Focus now on using the pull
marketing strategy where
advertising was emphasised
• Now more and more resources
concentrated for inbound
marketing
• Comprises of content marketing
where customer feedback is of
paramount importance

18. What were the new changes in the
advertising and the pricing strategy
of Krispy Natural?

20. • Krispy now had a premium
pricing strategy
• It had the same visual price
but for a lesser quantity
• In truth, the crackers were
about 55% higher than the
average

21. What happened next? Did Krispy
Natural get back on track?

25. KRISPY NATURAL BECAME
THE MOST SUCCESSFUL
BRAND IN NORTH AMERICA!!!

26. • Krispy Natural now had a 18% market
share in the sector
• Krispy Natural’s competitors lost a total
of 10% of their market share
The COO became a legend in the firm!!!