3. WWWho are the Players ?
• Ashley Marne
• Vice president of sales and markting at
Pemborton
• Patrica williams
• Pemborton’s president
• Fredrick
• Industry analyst
4.
5. 1. Building a collection of attractive,
durable brands
2. Leveraging leading marketing ,sales
and DSD system to increase
revenue and profits
3. Building or acquiring capabilities in
salty snack catagories
6. Krispy Product Line
Krispy Single
In 2008 Pemberton enters in
the salty snack market with
a single-serve cracker
packages.
In 2009 product fell short of
management projections.
Krispy Relaunch
Marne felt Pemberton needed
to give Krispy another try.
Krispy team suggested specific
change to the marketing
strartegy-
• R&D labs were engaged to
improve the product taste
and quality.
• The product line would be
extended beyond single-
serve offering
9. Product
Increase Package size to multiple serving .
Focusing on improving taste
Krispy Natural is made of wheat and other all
natural ingredients
The Pemberton R&D lab worked tirelessly to
reformulate the product
The latest consumer taste test showed a 77%-92%
positive purchase intent
12. Distribution and Pricing
Focused on effective DSD distribution .
Operational test in 2010 to analyze the distribution
logistics.
Company is still optimizing the system to account for
the longer shelf life of crackers.
Krispy Natural sought a premium pricing strategy.
Management felt pricing of approx.155% ,the category
average cost per ounce ws reasonable considering the
product superiority
On “visual price” basis ,Krispy Natural would be on par
with the competition.
14. MARKET PLANS AND RESULTS
In sep. of 2011,Krispy Natural was officially launched in
two test market regions
In columbus
the krispy did not have any prior presence.so company
was able to access its ability to sell a completely new
line of cracker products.
In southeast
Krispy was already
established in the market .and the company was able
to test its ability to reposition the product to a more
premium offering .
