Pemberton, a division of Candler Enterprises, aims to launch Krispy Natural crackers to dominate the salty snack market. The document outlines Pemberton's objectives, background, challenges in the U.S. cracker industry, marketing strategy, sales objectives, and product line for Krispy Natural. Test results in two regions showed potential for the product to sell as a new line or at a premium price. The strategy focuses on innovation, premium pricing, distribution, promotions, and differentiating from competitors like Frito Lay.
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
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
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.
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.
Launching Krispy Natural : Cracking the Product Management CodeManish kumar
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 establish it.
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
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
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.
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.
Launching Krispy Natural : Cracking the Product Management CodeManish kumar
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 establish it.
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
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.
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2. OBJECTIVES
An idea by Pemberton for the next generation
To launch a blockbuster product
Dominate the salty snack market.
3. ABOUT THE COMPANY
Snack food division of Candler Enterprises
A multinational beverage and snack food manufacturer
Majority of revenues from snack bars, cookies and sweet baked goods
CANDLER
ENTERPRISE
PEMBERTON
PRODUCTS
SOFTIES
COOKIES
HOME
STYLE
MUFFINS
& DONUTS
KRISPY
NATURAL
4. Pemberton’s income as a percent of sales in 2011 :
Competitive advantage: ability to create products that provide superior taste experience.
Utilized DSD(direct store delivery) distribution system : delivery goods directly to retail outlets, distribution centres.
5. CULTURE OF INNOVATION
Company’s driving force is its culture of innovation.
KEY STRATEGIC PROPERTIES
BUILDINGA
COLLECTION
OF ATTRACTIVE
DURABLE
BRANDS
LEVERAGING
LEADING
MARKETING,
SALESAND
DSD SYSTEMS
TO INCREASE
REVENUEAND
PROFITS
BUILDINGOR
ACQUIRING
CAPABILITIES
IN SALTY
SNACK
CATEGORIES
7. THE U.S CRACKER INDUSTRY
Retail cracker sales in the U.S- $6.9 billion in 2011.
A mintel study of salted snacks in the U.S reported- 74% of the respondents consumed crackers on a regular
basis and 34% on a regular weekly basis.
53% of the respondents considered overall healthfulness while purchasing cracker.
15. MARKETING STRATEGY
MARKETING:
• Pull strategy and trade promotions
• Heavy advertising
• Price discounts with trade spending leading to 15-20% sales.
18. TEST RESULTS
Krispy Natural was launched in two test regions: Columbus, Ohio, and a trio of cities in the South eastern
United States.
In Columbus, the Krispy brand did not have any prior presence, so the company was able to assess its ability to
sell a completely new line of cracker products.
In the Southeast, Krispy was already established in the market as a single-serve product; was able to test the
ability to offer at a premium price.
19. STRATEGY AGAINST FRITO LAYS
Continuous innovation
Premium pricing offering benefits different from lays
Utilization of DSD
Trade promotions to create presence
Celebrity endorsements
20. SUMMARY
Analysis of Candler Enterprises
Launching of Krispy Natural- salty snack segment
Sales objective of the new product
Different marketing strategies
Future threat of lays
21. DISCLAIMER
Created byAbhinav Malik, IFMR Sri City , during a marketing internship under
Prof. Sameer Mathur, IIM Lucknow.
(See www.IIMinternship.com)
