Created by Siddarth VG (SJIT Chennai) during a marketing internship under Prof. Sameer Mathur

1. Launching Krispy
Natural : Cracking
the Product
Management Code

3. 1)Summarizing, analyzing and concluding
from market data.
2) Plan for National Market.

4. CANDLER ENTERPRISES REVENUE
( $ 18 BILLION)
PEMBERTON
BEVERAGE
DIVISION
QUICK SERVICE
RESTAURANT
PET CARE
DIVISION
KRISPY
NATURAL

6. PRESIDENT : Patricia Williams
COO : Burt Spivey
EXECUTIVE VICE PRESIDENT - SALES AND MARKETING :
Ashley Marney
MARKETING DIRECTOR : Brandon Fredrick

7. KEY STRATEGIES

8. 1) Building attractive brands
2) Having grip over marketing,
sales and DSD Systems to
increase revenue
3) Acquiring companies who are
in the same field

9. COMPETITORS

10. 1)Kraft Food Inc.
2)Kellog Co.
3)Pepperidge Farm
4)Private Label

11. CONSUMER SURVEY

12. 74% consumed crackers
on regular basis

13. 34% part of their weekly
diet

14. MANUFACTURER SALES OF “ALL OTHER” CRACKERS
2009 % SHARE 2010 % SHARE
KRAFT 37.8% 37.0%
KELLOG 28.9% 28.1 %
PEPPERIDGE FARM 13.9% 14.2%
PRIVATE LABEL 4.6% 4.8%
OTHER 14.8% 16.0%
NOTE: BECAUSE OF ROUNDING, MAY NOT ADD TO 100%

15. MANUFACTURER SALES OF CRACKERS WITH FILLING MARKET SHARE
2009 % SHARE 2010 % SHARE
KRAFT 34.7% 32.7%
LANCE 31.5% 29.9 %
KELLOG 15.5% 21.0%
PRIVATE LABEL 8.0% 8.2%
OTHER 10.2% 8.1%
NOTE: BECAUSE OF ROUNDING, MAY NOT ADD TO 100%

16. PRODUCT

17. Improved
taste

18. Increased
size

21. Advertisements in large
scale

24. Reasonable price for
the product

26. Effective Direct Store
Delivery (DSD)

27. PROMOTIONAL
PLAN (2011)

29. TEST MARKET
RESULT
HIGHLIGHTS

33. PARTIAL
COMPETITIVE
ANALYSIS

35. 1) Discount and couponing have played a
important role in the success.
2) South east US failure may be due to bad
impression on brand.
3) Trade may not cooperate with DSD
Representatives
4) Premium pricing for negative brand presence
may not be encouraged.

37. Created by Siddarth VG, SJIT Chennai, during a
marketing internship by Prof. Sameer Mathur, IIM
Lucknow.