Made under the guidance of Prof. Sameer Mathur, IIM, Lucknow This includes the current state of Krispy, a cracker producing company, the problems faced by it and its product re-launch as a solution.

1. KRISPY NATURAL
CRACKING THE PRODUCT MANAGEMENT
CODE

2. PEMBERTON
• Snack food division
of Candler
Enterprise
• Majority sales from
sweet baked goods
• Entered salty snack
market with KRISPY
INC.

3. Notable people working for the company
NAME DESIGNATION
Ashley Marne
President of Sales and
Marketing
Brandon Fredrick Marketing Director

4. KRISPY
• Produce SINGLE SERVE CRACKER packages
• Regional brand, distribution focused in Southeastern
U.S
• Products marketed as “GRAB AND GO”.

5. OBJECTIVES

6. •Dominate the Salty Snack Market
•Minimum sales of $500 million
•Steady state pre-tax profit of at least
13%

7. PROBLEMS
K R I S P Y C R A C K E R S

8. •Limited product
line
•Didn’t deliver
flavor satisfaction

9. SOLUTION

10. KRISPY RELAUNCH
•Re launch as KRISPY NATURAL
•Improve product taste and quality
•Extend product line beyond single serve
packaging

11. KRISPY NATURAL
•Targets health conscious consumers
•Made of 100% whole wheat and other natural
ingredients

13. TEST PLAN

14. • Launched in two states :
1.Columbus
2.Ohio
• FIVE SPECIAL REPRESENTATIVES
hired for Columbus

15. MARKETING
STRATEGY
F O R K R I S P Y R E L A U N C H

16. • Pull marketing strategy rather than push
• Advertising the natural ingredients used
• DIRECT STORE DELIVERY (DSD)
• Setting retail price similar to competitors

17. 2011-PROMOTIONAL PLAN
COLUMBUS AND OHIO

18. EXPECTATIONS
T E S T P L A N

19. • 15 % of shelf space in each super-
market’s cracker section
• 9% market share in cracker
category
• Increase in market share from 9%
to 15% in Southeast

20. TEST RESULTS

21. • KRISPY NATURAL – a serious competitor
• 18% market share in Columbus
• 10% market share in Southeastern states
• Shelf space and Display activity lower than
expected

22. ANOTHER HURDLE

23. • Interpreting the test market results and rolling out
the product nationally would be no easy task
• FRITO LAY might introduce a full line of crackers

24. POSSIBLE
SOLUTION
TO F R I TO L AY

25. Launching more product mix and changing
it frequently according to the taste
of customers

26. Optimization of DSD to reduce the
cost of cracker products

27. Look for alternatives to achieve larger shelf
space in cracker section

28. D I S C L A I M E R
T H I S P R E S E N T A T I O N I S M A D E B Y
S I M R A N A H U J A , M A H A R A J A S U R A J M A L
I N S T I T U T E O F T E C H N O L O G Y , U N D E R
T H E G U I D A N C E O F P R O F . S A M E E R
M A T H U R , I I M , L U C K N O W