Marketing management - Krispy Natural Product management case analysis

2. INTRODUCING
THE
KEY PLAYERS

3. ASHLEY MARNE
Executive Vice
President
Sales and Marketing
BRANDON
FREDERICK
Marketing Director
BURT SPIVEY
Chief Operating
Officer
PATRICIA
WILLIAMS
President
.

9. WHAT IS
THE
PRESENT
SITUATION?

10. SITUATION ANALYSIS
● .
Pemberton is going to launch its new, rebranded product “Krispy
Natural” in the market.
Market tests have been conducted in Columbus and 3 cities in the
SouthEast.
Summary and review analysis of the test results have to be done
Based on that, the best plan for introducing and marketing Krispy
Natural has to be made

11. WHY STUDY
THIS
CASE ?

12. 
To understand consumer preference and
receptiveness through test market results

To figure out the best marketing strategy to
roll out the product in national markets –
creating brand equity in snack food market

To ensure competitive advantage over other
salty snack companies

13. 
To use the marketing analysis, terms and
strategies to predict the performance of the
product when it hits the market

Framing a dynamic marketing plan for the
different markets where the product will be
introduced

Understanding the marketing strategies –
product, marketing, advertising, distribution,
pricing

14. We will look at three
inter-related issues - the
marketing strategies, the
testing rollout and anaylsis
of the test results

21. How Pemberton
entered the
salty snacks market?

23. Reasons for the fall in sales
1. Limited product line
2. Taste survey showed there was no flavor
satisfaction amongst the consumers
3. No competitive advantage or differentiability

32. TEST MARKET
PLANS
AND
RESULTS

49. INTERPRETATION
OF
TEST RESULTS

55. Created by Parul Verma, BITS Pilani Goa during
a marketing management internship under Prof.
Sameer Mathur, IIM Lucknow