1) Krispy Natural, a cracker brand owned by Pemberton Products, conducted market tests of a new formulation and positioning as a premium product.
2) Results were very positive in Columbus, OH where the brand was new, achieving an 18% market share. However, results were poorer in existing Southeast markets.
3) Brandon Fredrick, the marketing director, faces issues in interpreting the mixed results and risks of a national rollout, managing realistic expectations given competition from giants like Frito Lay, and determining the right pricing strategy to maintain a premium image.
Launching Krispy Natural: Cracking the product management code Mayank Thar
It is the analysis of a Harvard Business School case about a company that initially failed to launch its product but then was able to relaunch it successfully.
Presentation on the HBR Case Study: Krispy Natural, Cracking the PM Code completed by Karthik Prasad, BITS Goa as part pf the marketing internship under Prof. Sameer Mathur, IIM Lucknow
This presentation tells what all things was done by krispy after a huge failure and relaunch of Krispy as Krispy natural. And is based on case study done using Harvard Business Review.
Launching Krispy Natural: Cracking the product management code Mayank Thar
It is the analysis of a Harvard Business School case about a company that initially failed to launch its product but then was able to relaunch it successfully.
Presentation on the HBR Case Study: Krispy Natural, Cracking the PM Code completed by Karthik Prasad, BITS Goa as part pf the marketing internship under Prof. Sameer Mathur, IIM Lucknow
This presentation tells what all things was done by krispy after a huge failure and relaunch of Krispy as Krispy natural. And is based on case study done using Harvard Business Review.
Launching Krispy Natural : Cracking the Product Management Code By Vivek Kuma...Vivek Kumar
Harvard Business School Case study , Launching Krispy Natural : Cracking the Product Management Code By Vivek Kumar , NIT Patna during a Marketing Internship Under Prof. Sameer Mathur.
A Harvard Business School Case Study- Launching Krispy Natural: Cracking the ...Sumedha Uppal
Analysis of the Case Study giving answers to probable questions for deep understanding of the case. Looking at the marketing strategies and unlocking the management code.
The presentation was made under the guidance of Prof. Sameer Mathur of IIM Lucknow
Launching Krispy Natural: Cracking the Product Management CodeDhwani Kothari
This is a presentation on a Havard case named "Launching Krispy Natural: Cracking the Product Management Code prepared during an internship under Prof. Sameer Mathur."
Launching Krispy Natural : Cracking the product management codeSonora Gaggar
This power point presentation covers a brief case of Harvard Business School on launching Krispy Natural, its position in the cracker industry and SWOT analysis.
Launching Krispy Natural : Cracking the Product Management Code By Vivek Kuma...Vivek Kumar
Harvard Business School Case study , Launching Krispy Natural : Cracking the Product Management Code By Vivek Kumar , NIT Patna during a Marketing Internship Under Prof. Sameer Mathur.
A Harvard Business School Case Study- Launching Krispy Natural: Cracking the ...Sumedha Uppal
Analysis of the Case Study giving answers to probable questions for deep understanding of the case. Looking at the marketing strategies and unlocking the management code.
The presentation was made under the guidance of Prof. Sameer Mathur of IIM Lucknow
Launching Krispy Natural: Cracking the Product Management CodeDhwani Kothari
This is a presentation on a Havard case named "Launching Krispy Natural: Cracking the Product Management Code prepared during an internship under Prof. Sameer Mathur."
Launching Krispy Natural : Cracking the product management codeSonora Gaggar
This power point presentation covers a brief case of Harvard Business School on launching Krispy Natural, its position in the cracker industry and SWOT analysis.
Launching Krispy Natural: Cracking the Product Management Code.Saubhik Bhaumik
This is a case study analysis of krispy naturals made by Saubhik Bhaumik, DSCSDEC, during a Marketing Internship under the guidance of Prof. Sameer Mathur.
Launching Krispy Natural : Cracking The Product Management CodeShubham Roy
This Harvard Business Case was analysed by Shubham Roy, from Netaji Subhas Institute of Technology during a remote internship under Prof. Sameer Mathur, IIM Lucknow.
Launching Krispy Natural - cracking the product management code - A Harvard Business Review BY ARAVIND BHARGAV B done under the guidance of Prof. Sameer Mathur, IIM Lucknow
Launching Krispy Natural: Cracking the Product Management CodeVishal Choudhary
Krispy Natural: Cracking the Product Management Code
Harvard Business School case:
Analyze traditional, quantitative test market data and understand the role of managerial judgment in the interpretation of hard data.Anticipate and prepare for competitive reaction to marketing moves. Consider the implications of corporate culture and senior management expectations for the decisions and behavior of a company's middle managers.
Subjects Covered:
Acquisition; Branding; Brands; Cause marketing; Competition; Consumer marketing; Competition; Cross-functional management; Databases; Execution; Expansion; Food assistance; Global corporate cultures; Management; Market research; Marketing; Mergers & acquisitions; New product marketing; Organizational culture; Product introduction; Products; Social Security; Strategy; Teams; Test markets; U.S. Food and Drug Administration
Setting:
Geographic: Ohio
Industry: Abrasives
Industry: Apparel accessories
Industry: Beverages
Industry: Food
Event Year Begin: 2013
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
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• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
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- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
2. Harvard Business School Case Krispy Natural
Team Players
Burt Spivey
Chief Operating
Officer
Brandon Fredrick
Marketing Director
Patricia Williams
President
Ashley Marne
Executive Vice-
President, Sales &
Marketing
3. Issues before Fredrick
1 Result Interpretation
2National Roll-out Risks
3 Realistic Expectations?
4
Harvard Business School Case Krispy Natural
5. Majority Sales through Food Bars, Cookies & Sweet Baked Goods
Snack Food Division of Candler Enterprises
Pemberton Products
Beverage Division
Market Leading Brands – Softies Cookies, Homestyle Muffins & Doughnuts
Quick Service Restaurant
Pet Care Division
Market Leader in U.S. cookie & bakery snacks segment
World renowned product development labs
Direct Store Delivery (DSD)
Harvard Business School Case Krispy Natural
6. Distribution Strategy
Direct Store Delivery
1 Goods delivered directly to
retail stores
2 Skips retailer Warehouses and
Distributor Channels
3
Great relationships with trade
due to personalized visits by
DSD representatives
4
Used with Low Shelf life goods
like baked goods, soft drinks
and chips
Harvard Business School Case Krispy Natural
7. Advantages for the company
Direct Store Delivery
1 Maximized Sales & Profit
2 Greater control of shelf space
3 Accurate forecasting
4 Reduced Stock-outs
5 Quicker turnover of products
6 Costs ¢20 per $1 of sales
Harvard Business School Case Krispy Natural
8. Goods transport from Company Distribution Centers to Retail Stores
Functionalities
DSD Representatives
Executed Price Promotions
Manage Shelf Inventory
In-store Merchandizing
Did not directly perform Sales functions
Harvard Business School Case Krispy Natural
9. Worth $6.9 billion in 2011
The U.S. Cracker Industry
Harvard Business School Case Krispy Natural
10. Compound Annual Growth Rate (CAGR) of 2.2% from 2008 to 2010
Market Situation
The U.S. Cracker Industry
Top 3 Cracker Manufacturers had 75% Market Share
Volume Sales rose in 2010
Cracker consumption was frequent and regular
Crackers were top salty snack ahead of Potato Chips
50%+ people preferred cracker packages with portable quantities
53% considered healthiness as an important factor
74% people consumed snacks on a regular basis while it was a part of weekly
diet of 34% people
Harvard Business School Case Krispy Natural
11. $5.1 billion in 2011
6.2% over 2010
All Other Cracker Segment
Harvard Business School Case Krispy Natural
12. Market Situation
All Other Crackers
1 2.1% CAGR from 2008 to
2010
2
Growth driven by healthier,
premium priced options
3 Kellogg Co focused on
healthier up-scale options
4 Kraft Food Inc focussed on
healthier up-scale options
5
Pepperidge Farm focused on
flavour and healthiness
Harvard Business School Case Krispy Natural
13. $660 million in 2011
11% over 2010
Crackers with Fillings
Harvard Business School Case Krispy Natural
14. Market Situation
Crackers with Fillings
14%
Highest Segment
Growth in 2010
Kraft Food Inc
33% share in 2010
Kellogg & Lance also
competitors
Premium Alternative
With whole-grain
cracker & real
cheese
Harvard Business School Case Krispy Natural
16. Pemberton bought
Krispy
2008 2
Competitor in ‘All other
crackers’ & ‘Crackers
with Fillings’ Segments
3
Production Plants
South Eastern U.S.
Regional Strong Presence
In Vending Machines &
Convenience Stores
Marketed As
Mobile: Grab & Go
Harvard Business School Case Krispy Natural
17. Repositioning Krispy in the
Cracker Market
Krispy Relaunch
Harvard Business School Case Krispy Natural
18. Repositioning in The Cracker Market
Krispy Re-launch
1
Marne was
disappointed at the
results
2
FELL SHORT OF MANAGEMENT
EXPECTATIONS IN 2009
Limited Product Line
Low Flavour Satisfaction Scores
REASONS
19. 3
Change of Product &
Marketing Strategy will
bring Success
4
BELIEF
Special R&D labs
IMPROVEMENT ON TASTE
& FLAVOUR
5 To ‘Krispy Natural’REBRANDING
20. 6
-Multiple serving packages
-More Flavours
In order to compete with
established brands
7OTHER IMPROVEMENTS
To Extend beyond
Single-Serve Offerings
PRODUCT LINE
Harvard Business School Case Krispy Natural
22. Larger Package Sizes
Improvements
Product
Improving Taste
Multiple Servings
77% to 92% purchase intent for new flavors
High priority for White Cheddar flavour of Cracker with Filling than other Brands
Harvard Business School Case Krispy Natural
23. Heavy Advertising
Techniques Used
Marketing
Pull Spending & Trade Promotions
Promotion to end-customer & trade
Price Discounts
Pull Strategy in contrast to more widely used Push Strategy in the Market
Harvard Business School Case Krispy Natural
24.
25. Operational Test in 2010 to analyse the Distribution Logistics
DSD as a Critical Component
Distribution
Optimize the system for Longer Shelf Life of Crackers versus Baked Goods &
Cookies
Trucks capable of accommodating Test Market Quantities
Harvard Business School Case Krispy Natural
26. Considering Product Superiority, price fixed to 155% of segment average
Premium Pricing Strategy
Pricing
Expected minimum sales of $500 million in 1 year of National Distribution
Visual Price: Price similar to competitors with lesser quantity
Expected a steady state pre-tax profit of 13%
Harvard Business School Case Krispy Natural
27. Distribution and Marketing in
New & Existing Markets
Test Market Plan
Harvard Business School Case Krispy Natural
28. OHIO
• Completely new in the Market
• ‘Krispy Force’ was set up to sell
the new product line with
assistance of regular DSDs
• Expectation of 9% share at the
end of the 16-week test period
COLUMBUS
SOUTH-EAST U.S.
THREE CITIES
• Repositioning to a Premium
Offering
• Test the receptiveness to
Higher Priced,
Reformulated Products
• Regular DSDs without the
‘Krispy Force’
• Similar Advertising as
Columbus
• 9% to 15% at the end of 16
week period
Harvard Business School Case Krispy Natural
29. Based on Figures Obtained
During the Test Period
Results
Harvard Business School Case Krispy Natural
30. OHIO
• 18% Market Share
• Category Volume rose by 30%
COLUMBUS
SOUTH-EAST U.S.
THREE CITIES
• 10% Market Share
• Little Category Expansion
Fredrick reasoned the poor results in South Eastern cities because of:
• Low Shelf Space & Display activity
• Low Introductory Discount of just 15%
Harvard Business School Case Krispy Natural
31. Clearly, Krispy Natural can be successful in newer markets using the
strategies used in Columbus
Result Interpretation
Issue 1
In markets where it is already present, it faces difficulty due to its originally
cheaper products
Average 82% 67%
Harvard Business School Case Krispy Natural
33. Krispy Natural might get lower shelf space in markets across the nation
National Roll-out Risks
Issue 2
Introduction of Frito Lay in the National Market at the same time is a risk
Competitive responses from Kellogg, Kraft, Pepperidge etc
Promises for National Roll-out
More than 80% buyers have a positive purchase intent
About 60% of buyers preferred Krispy Natural over other brands
Harvard Business School Case Krispy Natural
34. Expectations are not as realistic because of the presence of biggies like Frito
Lay in the Market
Realistic Expectations
Issue 3
Reducing the price a little may help but that would reduce the premium value
of the brand
Harvard Business School Case Krispy Natural
