Case Study- Launching Krispy Natural: Cracking the product management code

1. HARVARD BUSINESS SCHOOL CASE

2. • Patricia Williams
• Ashley Marne
• Brandon Fredrick
• Burt Spivey

4. (Famed for Softies Cookies & Homestyle Muffins and Doughnuts)
$18 Billion (2011)
$5 Billion (2011)

9. Kraft Food Inc.
Kellogg Co.
Pepperidge Farm

10. Retail Cracker Sales
"all other"
Saltines
With filling
matzoh
bread sticks

14. •
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•
•
•
Grab and Go

16. So… Krispy became Krispy Natural with
multiple-serving packages and more flavor
options

17. marketing strategy


21. but…

22. Reason!!!

24. •
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25. •
•
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•

26. •
•
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27. Characters
of the case
Relaunch
of Krispy
Inc.
marketing
strategy
Test
market
results
Cracker
industry
Candler
Ent.
Krispy
Natural
Priorities
Frito-Lay