It is the analysis of a Harvard Business School case about a company that initially failed to launch its product but then was able to relaunch it establish it.

2. TEAM
PLAYERS
Patricia Williams
President
Burt Spivey
Chief Operating Officer
Ashley Marne
Executive Vice-President,
Sales and Marketing
Brandon Fredrik
Marketing Director

3. CANDLER ENTERPRIZES –
Multinational beverage and snacks good
manufacturer
PEMBERTON PRODUCTS –
Snack food division

8. Building strong brand values in salty
snack categories
Building a collection of attractive and
durable brands
Applying Leadership Marketing and DSD
to increase the revenue and overall profit.

10. From Sweet snack Market ,
Pemberton tried to Enter the Salty
Snack market by acquiring Krispy Inc.
in 2008.

13. US growing cracker industry retail
cracker sale - $6.9 billion in 2011.
2.2% increase in CAGR from 2008 to
2010.
74% respondents consumed crackers
on daily basis.
Crackers were top salty product ahead
of Potato chips.

18. Due to limited product line.
Due to flavor dissatisfaction.

22. Improving taste by
introducing new flavors.
Increasing package sizes to
multiple servings.
Healthfulness.
100% whole wheat
Natural gradients.

23. Push strategy-
Competitors favored to promote product.
Pull strategy-
Focus on extensive advertising and
merchandising.
Aggressive plan for trade promotions.

24. Considering product’s
superiority and on the basis of
‘Visual price’ , retail price was
kept same as competitors but
quantity was kept low.

25. Company owned superior DSD
system .
Hired representatives being
called as “Krispy Force” for proper
Distribution.

26. Minimum sales of $500 million
per year.
National distribution of
crackers.
Steady state pre-tax profit of
nearly 13%.

29. Grabbed 18% market share in Columbus
as a new entrant.
Other three competent lost in total 10% of
market share despite of higher demand of
crackers since 2010.
Forecasted National roll out sales figure in
Columbus and Southeast scenario for 3rd
year depicts PBT more than 13% and sales
more than $500 millions.

31. Created by Manish Kumar , NIT Patna During a
marketing internship under the guidance of prof.
Sameer Mathur , IIM Lucknow.