Launching krispy natural
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Pemberton acquired Krispy Inc. in 2008 to enter the salty snack market. They launched Krispy Natural crackers made from whole wheat and natural ingredients. A marketing campaign was run in test markets, which led to 18% market share gain. The DSD system and celebrity endorsements helped drive sales. Projections estimate $500 million in sales and over 13% profit within three years of national expansion.
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Launching krispy natural
1) Pemberton enters the salty snack market through the acquisition of Krispy Inc., a regional cracker brand focused in the Southeast.
2) A test market launch of the rebranded Krispy Natural cracker is planned for two regions to evaluate the product as a competitor nationally.
3) Initial results show Krispy Natural gained 18% market share in Columbus and had higher purchasing intent compared to rivals, suggesting potential for national expansion.
Launching Krispy Natural: Cracking the Product Management Code
1) Pemberton was launching a new product called Krispy Natural to dominate the salty snack market, but initial market tests had mixed results.
2) A situational analysis found that test results in Ohio exceeded projections, but results in Southeast Asia fell below expectations.
3) To increase sales, the marketing strategy for Krispy Natural will need to address issues with product, marketing, distribution, and pricing based on insights from initial market research.
Launching Krispy Natural: Cracking the Product Management Code
Pemberton is the snack food division of Candler Enterprises, with $5 billion in revenue and 7.7% profit. It aims to leverage its marketing, sales, and distribution systems to increase revenue and profits. Pemberton wants to launch Krispy Natural crackers nationally, but faces challenges in expanding beyond initial discounting and sampling strategies. Competitors like Frito-Lay plan to launch new products, requiring Pemberton to focus on producing varied, flavorful products appealing to target markets while maintaining premium prices through strong branding.
Krispy natural case study
Candler Enterprises is a multinational beverage and snack manufacturer. Its Pemberton Products division is a market leader in the US cookie and bakery snacks segments, contributing $5 billion annually. Pemberton acquired Crispy Inc. in 2008 to enter the salty snacks market. The US cracker industry was estimated at $6.9 billion in 2011, growing at 2.2% annually. Kraft, Pepperidge Farm, and Kellogg are the top three cracker manufacturers. Pemberton aims to build brands and leverage its marketing and distribution systems to increase sales and profits in salty snacks. It plans to nationally distribute its Krispy Natural crackers to achieve $500 million in minimum sales with a 13%
Launching krispy natural case study.
An analysis of Launching Krispy Natural: Cracking the Product Management Code, during an internship by Prof Sameer Mathur
IIM Lucknow.
Launching Krispy Natural
Pemberton Beverage, a division of Candler Enterprises, seeks to launch Krispy Natural crackers. Pemberton currently generates $5 billion of Candler's $18 billion revenue primarily from baked goods. It aims to expand into the salty cracker market, projected to grow 10-14% annually. Its strategy is to use direct store delivery to build its brand and distribute Krispy Natural, made from 100% whole grains. Market testing in Columbus, Ohio showed positive purchase intent and taste preference for Krispy Natural's filling crackers. However, its flat crackers received lower preference than competitors. Pemberton must also address production capacity constraints before a national rollout.
Launching krispy natural
Krispy Natural is a new premium cracker product launched by Pemberton, a leading snack company, to enter the salty snack market. Test markets in Columbus and Southeast showed the product gained 18% and 10% market share respectively against competitors like Kraft and Kellogg. While taste preference tests exceeded 2:1 for cracker fillings, it fell below 2:1 for flat crackers. Based on the positive results, Pemberton is considering a national rollout, but risks include weaker performance of flat crackers and potential entry of Frito-Lay in the market.
Krispy natural
Pemberton acquired Krispy Inc. and rebranded its flagship product as Krispy Natural to enter the salty snack market. It extended the product line and launched Krispy Natural in test markets in Ohio and Southeast U.S. Analysis of the test market results showed the product achieved an 18% market share in Columbus but only 10% in the Southeast due to existing competition. Based on the average performance, national sales projections of $550 million minimum and $775 million maximum make a nationwide rollout worthwhile to combat major competitors like Kraft and Kellogg. An aggressive marketing strategy focusing on taste, variety, and value will be used.
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Launching krispy natural
1) Pemberton enters the salty snack market through the acquisition of Krispy Inc., a regional cracker brand focused in the Southeast.
2) A test market launch of the rebranded Krispy Natural cracker is planned for two regions to evaluate the product as a competitor nationally.
3) Initial results show Krispy Natural gained 18% market share in Columbus and had higher purchasing intent compared to rivals, suggesting potential for national expansion.
Launching Krispy Natural: Cracking the Product Management Code
1) Pemberton was launching a new product called Krispy Natural to dominate the salty snack market, but initial market tests had mixed results.
2) A situational analysis found that test results in Ohio exceeded projections, but results in Southeast Asia fell below expectations.
3) To increase sales, the marketing strategy for Krispy Natural will need to address issues with product, marketing, distribution, and pricing based on insights from initial market research.
Launching Krispy Natural: Cracking the Product Management Code
Pemberton is the snack food division of Candler Enterprises, with $5 billion in revenue and 7.7% profit. It aims to leverage its marketing, sales, and distribution systems to increase revenue and profits. Pemberton wants to launch Krispy Natural crackers nationally, but faces challenges in expanding beyond initial discounting and sampling strategies. Competitors like Frito-Lay plan to launch new products, requiring Pemberton to focus on producing varied, flavorful products appealing to target markets while maintaining premium prices through strong branding.
Krispy natural case study
Candler Enterprises is a multinational beverage and snack manufacturer. Its Pemberton Products division is a market leader in the US cookie and bakery snacks segments, contributing $5 billion annually. Pemberton acquired Crispy Inc. in 2008 to enter the salty snacks market. The US cracker industry was estimated at $6.9 billion in 2011, growing at 2.2% annually. Kraft, Pepperidge Farm, and Kellogg are the top three cracker manufacturers. Pemberton aims to build brands and leverage its marketing and distribution systems to increase sales and profits in salty snacks. It plans to nationally distribute its Krispy Natural crackers to achieve $500 million in minimum sales with a 13%
Launching krispy natural case study.
An analysis of Launching Krispy Natural: Cracking the Product Management Code, during an internship by Prof Sameer Mathur
IIM Lucknow.
Launching Krispy Natural
Pemberton Beverage, a division of Candler Enterprises, seeks to launch Krispy Natural crackers. Pemberton currently generates $5 billion of Candler's $18 billion revenue primarily from baked goods. It aims to expand into the salty cracker market, projected to grow 10-14% annually. Its strategy is to use direct store delivery to build its brand and distribute Krispy Natural, made from 100% whole grains. Market testing in Columbus, Ohio showed positive purchase intent and taste preference for Krispy Natural's filling crackers. However, its flat crackers received lower preference than competitors. Pemberton must also address production capacity constraints before a national rollout.
Launching krispy natural
Krispy Natural is a new premium cracker product launched by Pemberton, a leading snack company, to enter the salty snack market. Test markets in Columbus and Southeast showed the product gained 18% and 10% market share respectively against competitors like Kraft and Kellogg. While taste preference tests exceeded 2:1 for cracker fillings, it fell below 2:1 for flat crackers. Based on the positive results, Pemberton is considering a national rollout, but risks include weaker performance of flat crackers and potential entry of Frito-Lay in the market.
Krispy natural
Pemberton acquired Krispy Inc. and rebranded its flagship product as Krispy Natural to enter the salty snack market. It extended the product line and launched Krispy Natural in test markets in Ohio and Southeast U.S. Analysis of the test market results showed the product achieved an 18% market share in Columbus but only 10% in the Southeast due to existing competition. Based on the average performance, national sales projections of $550 million minimum and $775 million maximum make a nationwide rollout worthwhile to combat major competitors like Kraft and Kellogg. An aggressive marketing strategy focusing on taste, variety, and value will be used.
Launching krispy natural case study analysis
This document discusses Pemberton's launch of a new salty snack brand called Krispy Natural in the cracker market. It provides an overview of the US cracker industry and competitors. A marketing strategy is outlined which includes product, pricing, distribution and promotion plans. Test markets in Columbus and Southeast regions exceeded expectations in Columbus but saw limited growth in Southeast. The success in Columbus is attributed to promotional activities generating buzz, while resistance in Southeast may be due to discounts not being sustainable long term. Recommendations include further marketing in Southeast and tailoring the brand to different consumer needs.
Launching "Krispy Natural Case solution by Pranav Agarwal IIT Kharagpur
This document summarizes a Harvard Business School case study about Pemberton Products, a snack food division of Candler Enterprises that is a market leader in cookies and bakery snacks in the US. It discusses Pemberton's strengths in market share and distribution systems. Previously, Pemberton launched a single-serve Krispy product line that failed due to taste and packaging issues. Now, Pemberton has rebranded the product as Krispy Natural with multiple package sizes, flavors, healthier ingredients and an improved marketing strategy focusing on advertising, pricing and distribution to better compete against other cracker brands. The case will analyze the marketing strategy and performance of the new Krispy Natural product launch.
Case study-Aditya Shekhar
This is a presentation on a Case Study done during my internship at IIM-Lucknow. The case analysed is- Launching Krispy Natural: Cracking the Product Management Code
Case study - Krispy Natural
PPT on Harvard Business School case study of Launching Krispy Natural:Cracking the Product Management Code
-By Santhosh S,IIT Madras during a Marketing Management internship under Prof.Sameer Mathur,IIM Lucknow
Krispy natural Case Study by Shivam Agarwal
Pemberton Products, a division of Candler Enterprises, launched a new salty cracker called Krispy Natural to expand into the salty snack market. Initial launches in 2009 fell short of projections. A new product management plan was created for Krispy Natural, focusing on larger package sizes, healthier ingredients, new flavors, and extensive marketing. Test markets showed promising sales, exceeding projections in one region. National rollout projections estimate $500 million in first year sales. However, competitor Frito Lay is launching a similar product, so Pemberton's Marney must implement strategies like celebrity endorsements, health messaging, and optimized distribution to counter Frito Lay's response and achieve sales goals.
Krispy natural
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
Based on a Harvard Business Case
Made by : Tamanna Pahooja, a student of BITS Pilani K.K. Birla, Goa Campus under the guidance of Prof Sameer Mathur during a marketing internship.
Launching Krispy Natural: Harvard Case analysis
Pemberton, a snack food division of a large multinational company, launched a new product called Krispy Natural crackers to enter the growing cracker market. Market research showed potential for a healthier cracker option. Initial tests of Krispy Natural in a single city market exceeded sales projections and gained an 18% market share through effective marketing, distribution through Pemberton's Direct Store Delivery system, and a premium pricing strategy. However, the product saw limited growth in a separate regional market launch, potentially due to insufficient marketing and brand engagement tailored for that region. Overall results indicated potential for Krispy Natural to become a successful new product line with further marketing investments and customization.
Krispy natural:Cracking the Product Management Code
Created by Aritra Mondal, VIT Mumbai, during a marketing management internship under the guidance of Prof. Sameer Mathur, IIM Lucknow
Launching Krispy Natural : Cracking the Product Management Code By Vivek Kuma...
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 Code
Krispy Natural is a new salty snack launched by Pemberton in 2009. Market tests in Columbus, Ohio showed double the expected market share gains, but results in the Southeast fell below targets. The U.S. cracker market is large and growing, led by Kraft, Kellogg and Pepperfridge Farm. Pemberton plans to expand distribution and emphasize improved flavors, health attributes, and aggressive promotional activities for the national rollout. However, analysts question whether initial positive results relied too heavily on promotions and sampling. The marketing director faces challenges in explaining varying test market outcomes and competing nationally against expected new entries like Frito-Lay crackers.
Launching Krispy Natural: Cracking the Product Management Code
This document provides information about Candler Enterprises, a multinational company looking to launch Krispy Natural crackers nationally. Candler has various food and beverage divisions including Pemberton snacks. Pemberton seeks to leverage its marketing, sales and direct store delivery systems to expand into the salty snacks category with Krispy Natural. Product tests of Krispy Natural crackers showed positive purchase intent and taste preferences. However, there are uncertainties around effectively marketing Krispy Natural nationally and competing against established brands as the cracker market becomes more crowded.
Launching Krispy Natural: Cracking the product management code
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.
Krispy Natural
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
Pemberton, the snack food division of Candler Enterprises, acquired Krispy Natural crackers in 2008 to enter the salty snack market. However, Krispy Natural initially underperformed due to being a regional brand with limited flavors and product lines. To relaunch Krispy Natural, Pemberton developed new product strategies, expanded flavors and lines. It also implemented revised marketing, distribution, pricing, and promotion strategies. The relaunch of Krispy Natural was highly successful, gaining an 18% market share and becoming a household name in the US.
HBR Case Study of Launching Krispy Natural
This document summarizes a case study about Pemberton Enterprises, a multinational snack and beverage company. Pemberton is analyzing test market results for its new product "Krispy Natural" crackers before a wider launch. In Columbus, Ohio, Krispy Natural significantly outperformed expectations by doubling its market share target. However, in southeastern cities where Krispy previously failed, the results were less impressive with little category growth. The contradictory results may be due to differences in prior brand perception and retailer promotional support between the regions. Pemberton must interpret these mixed results and determine the best marketing strategy for introducing Krispy Natural more broadly.
Launching Krispy Natural: Cracking the Product Management Code
Pemberton, a leading bakery company, acquired Krispy Inc. in 2008 to enter the salty snack market. However, Krispy disappointed with limited product lines and flavors. To revitalize Krispy, Pemberton developed Krispy Natural with whole wheat ingredients, multiple package sizes, and new flavors based on research. Their marketing strategy included both push strategies like advertising and pull strategies like promotions. In their first year in Columbus, Ohio, Krispy Natural gained 18% market share, showing potential for national expansion.
Launching krispy natural
1) Pemberton Products launched Krispy Natural, a line of wholly natural crackers, to revitalize its failing Krispy brand and build on its leading position in the cookie and bakery snacks market.
2) Market testing showed high purchase intent and taste preferences for the new natural crackers. After launch, Krispy Natural gained an 18% market share in Columbus and increased its share in the Southeast market.
3) Projections estimate Krispy Natural could generate $700-800 million in annual sales nationally, though competition from Frito-Lay entering the cracker market poses a threat. Pemberton plans to leverage its distribution systems and focus on health to expand the brand.
kRISPY Natural
Pemberton, a snack food division of Candler Enterprises, launched Krispy Natural crackers to enter the salty snack market. They reformulated the product to improve taste, extended the product line to include multiple serving sizes and flavors, and utilized a direct store delivery distribution system. In test markets, Krispy Natural doubled its shelf space target in Columbus but saw limited growth in the Southeast. To further improve performance, Pemberton planned to emphasize the product's natural ingredients and health aspects, use segmented advertising, and better differentiate the brand within and outside the company.
Launching Krispy Natural: Cracking The Product Management Code
Krispy Natural is launching a new line of healthy crackers. It conducted consumer research that found a high desire for healthy products and regular demand for crackers. It analyzed competitors like Kraft, Kellogg, and Pepperidge Farm. Market tests in Columbus and the Southwest were successful. Krispy Natural's strategy is to use direct store delivery for shelf space control, accurate forecasting, and quick product turnover. It will market the crackers as grab-and-go snacks with a focus on taste, quality, and natural ingredients. Krispy Natural gained an 18% market share in Columbus as a new entrant through this strategy, taking 10% market share from competitors.
Launching Krispy Natural: Cracking the Product Management Code
This document summarizes a Harvard Business School case study about Pemberton, a snack food company, launching a new cracker brand called Krispy Natural in an attempt to enter the salty snack market. It provides background on Pemberton and the cracker industry. It then details Pemberton's marketing strategy for Krispy Natural, including product design, advertising, distribution, and pricing. It analyzes test market results in Columbus and Southeast cities, which exceeded expectations in Columbus but saw limited growth in Southeast. Recommendations include further marketing in Southeast cities and tailoring Krispy Natural to different consumer needs.
Launching Krispy Natural: Cracking the Product Management Code
This presentation has been created by Kshitij Chaudhari, VIT Chennai, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
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Launching krispy natural case study analysis
This document discusses Pemberton's launch of a new salty snack brand called Krispy Natural in the cracker market. It provides an overview of the US cracker industry and competitors. A marketing strategy is outlined which includes product, pricing, distribution and promotion plans. Test markets in Columbus and Southeast regions exceeded expectations in Columbus but saw limited growth in Southeast. The success in Columbus is attributed to promotional activities generating buzz, while resistance in Southeast may be due to discounts not being sustainable long term. Recommendations include further marketing in Southeast and tailoring the brand to different consumer needs.
Launching "Krispy Natural Case solution by Pranav Agarwal IIT Kharagpur
This document summarizes a Harvard Business School case study about Pemberton Products, a snack food division of Candler Enterprises that is a market leader in cookies and bakery snacks in the US. It discusses Pemberton's strengths in market share and distribution systems. Previously, Pemberton launched a single-serve Krispy product line that failed due to taste and packaging issues. Now, Pemberton has rebranded the product as Krispy Natural with multiple package sizes, flavors, healthier ingredients and an improved marketing strategy focusing on advertising, pricing and distribution to better compete against other cracker brands. The case will analyze the marketing strategy and performance of the new Krispy Natural product launch.
Case study-Aditya Shekhar
This is a presentation on a Case Study done during my internship at IIM-Lucknow. The case analysed is- Launching Krispy Natural: Cracking the Product Management Code
Case study - Krispy Natural
PPT on Harvard Business School case study of Launching Krispy Natural:Cracking the Product Management Code
-By Santhosh S,IIT Madras during a Marketing Management internship under Prof.Sameer Mathur,IIM Lucknow
Krispy natural Case Study by Shivam Agarwal
Pemberton Products, a division of Candler Enterprises, launched a new salty cracker called Krispy Natural to expand into the salty snack market. Initial launches in 2009 fell short of projections. A new product management plan was created for Krispy Natural, focusing on larger package sizes, healthier ingredients, new flavors, and extensive marketing. Test markets showed promising sales, exceeding projections in one region. National rollout projections estimate $500 million in first year sales. However, competitor Frito Lay is launching a similar product, so Pemberton's Marney must implement strategies like celebrity endorsements, health messaging, and optimized distribution to counter Frito Lay's response and achieve sales goals.
Krispy natural
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
Based on a Harvard Business Case
Made by : Tamanna Pahooja, a student of BITS Pilani K.K. Birla, Goa Campus under the guidance of Prof Sameer Mathur during a marketing internship.
Launching Krispy Natural: Harvard Case analysis
Pemberton, a snack food division of a large multinational company, launched a new product called Krispy Natural crackers to enter the growing cracker market. Market research showed potential for a healthier cracker option. Initial tests of Krispy Natural in a single city market exceeded sales projections and gained an 18% market share through effective marketing, distribution through Pemberton's Direct Store Delivery system, and a premium pricing strategy. However, the product saw limited growth in a separate regional market launch, potentially due to insufficient marketing and brand engagement tailored for that region. Overall results indicated potential for Krispy Natural to become a successful new product line with further marketing investments and customization.
Krispy natural:Cracking the Product Management Code
Created by Aritra Mondal, VIT Mumbai, during a marketing management internship under the guidance of Prof. Sameer Mathur, IIM Lucknow
Launching Krispy Natural : Cracking the Product Management Code By Vivek Kuma...
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 Code
Krispy Natural is a new salty snack launched by Pemberton in 2009. Market tests in Columbus, Ohio showed double the expected market share gains, but results in the Southeast fell below targets. The U.S. cracker market is large and growing, led by Kraft, Kellogg and Pepperfridge Farm. Pemberton plans to expand distribution and emphasize improved flavors, health attributes, and aggressive promotional activities for the national rollout. However, analysts question whether initial positive results relied too heavily on promotions and sampling. The marketing director faces challenges in explaining varying test market outcomes and competing nationally against expected new entries like Frito-Lay crackers.
Launching Krispy Natural: Cracking the Product Management Code
This document provides information about Candler Enterprises, a multinational company looking to launch Krispy Natural crackers nationally. Candler has various food and beverage divisions including Pemberton snacks. Pemberton seeks to leverage its marketing, sales and direct store delivery systems to expand into the salty snacks category with Krispy Natural. Product tests of Krispy Natural crackers showed positive purchase intent and taste preferences. However, there are uncertainties around effectively marketing Krispy Natural nationally and competing against established brands as the cracker market becomes more crowded.
Launching Krispy Natural: Cracking the product management code
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.
Krispy Natural
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
Pemberton, the snack food division of Candler Enterprises, acquired Krispy Natural crackers in 2008 to enter the salty snack market. However, Krispy Natural initially underperformed due to being a regional brand with limited flavors and product lines. To relaunch Krispy Natural, Pemberton developed new product strategies, expanded flavors and lines. It also implemented revised marketing, distribution, pricing, and promotion strategies. The relaunch of Krispy Natural was highly successful, gaining an 18% market share and becoming a household name in the US.
HBR Case Study of Launching Krispy Natural
This document summarizes a case study about Pemberton Enterprises, a multinational snack and beverage company. Pemberton is analyzing test market results for its new product "Krispy Natural" crackers before a wider launch. In Columbus, Ohio, Krispy Natural significantly outperformed expectations by doubling its market share target. However, in southeastern cities where Krispy previously failed, the results were less impressive with little category growth. The contradictory results may be due to differences in prior brand perception and retailer promotional support between the regions. Pemberton must interpret these mixed results and determine the best marketing strategy for introducing Krispy Natural more broadly.
Launching Krispy Natural: Cracking the Product Management Code
Pemberton, a leading bakery company, acquired Krispy Inc. in 2008 to enter the salty snack market. However, Krispy disappointed with limited product lines and flavors. To revitalize Krispy, Pemberton developed Krispy Natural with whole wheat ingredients, multiple package sizes, and new flavors based on research. Their marketing strategy included both push strategies like advertising and pull strategies like promotions. In their first year in Columbus, Ohio, Krispy Natural gained 18% market share, showing potential for national expansion.
Launching krispy natural
1) Pemberton Products launched Krispy Natural, a line of wholly natural crackers, to revitalize its failing Krispy brand and build on its leading position in the cookie and bakery snacks market.
2) Market testing showed high purchase intent and taste preferences for the new natural crackers. After launch, Krispy Natural gained an 18% market share in Columbus and increased its share in the Southeast market.
3) Projections estimate Krispy Natural could generate $700-800 million in annual sales nationally, though competition from Frito-Lay entering the cracker market poses a threat. Pemberton plans to leverage its distribution systems and focus on health to expand the brand.
kRISPY Natural
Pemberton, a snack food division of Candler Enterprises, launched Krispy Natural crackers to enter the salty snack market. They reformulated the product to improve taste, extended the product line to include multiple serving sizes and flavors, and utilized a direct store delivery distribution system. In test markets, Krispy Natural doubled its shelf space target in Columbus but saw limited growth in the Southeast. To further improve performance, Pemberton planned to emphasize the product's natural ingredients and health aspects, use segmented advertising, and better differentiate the brand within and outside the company.
Launching Krispy Natural: Cracking The Product Management Code
Krispy Natural is launching a new line of healthy crackers. It conducted consumer research that found a high desire for healthy products and regular demand for crackers. It analyzed competitors like Kraft, Kellogg, and Pepperidge Farm. Market tests in Columbus and the Southwest were successful. Krispy Natural's strategy is to use direct store delivery for shelf space control, accurate forecasting, and quick product turnover. It will market the crackers as grab-and-go snacks with a focus on taste, quality, and natural ingredients. Krispy Natural gained an 18% market share in Columbus as a new entrant through this strategy, taking 10% market share from competitors.
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LAUNCHING KRISPY NATURAL- CRACKING THE PRODUCT MANAGEMENT CODE
LAUNCHING KRISPY NATURAL- CRACKING THE PRODUCT MANAGEMENT CODE
Launching Krispy Natural: Cracking the Product Management Code
Launching Krispy Natural: Cracking the Product Management Code
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Launching Krispy Natural: Cracking the Product Management Code
This document summarizes a Harvard Business School case study about Pemberton, a snack food company, launching a new cracker brand called Krispy Natural in an attempt to enter the salty snack market. It provides background on Pemberton and the cracker industry. It then details Pemberton's marketing strategy for Krispy Natural, including product design, advertising, distribution, and pricing. It analyzes test market results in Columbus and Southeast cities, which exceeded expectations in Columbus but saw limited growth in Southeast. Recommendations include further marketing in Southeast cities and tailoring Krispy Natural to different consumer needs.
Launching Krispy Natural: Cracking the Product Management Code
This presentation has been created by Kshitij Chaudhari, VIT Chennai, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Kripsy case
Krispy Natural is a new cracker product being developed by Pemberton Enterprises to enter the salty snack market. Market testing in Columbus showed the product gained 18% market share, taking share from competitors. Testing also showed high preference for Krispy Natural's taste and positive purchase intent. Sales projections estimate the product could reach $500 million in sales nationally. Given the strong market testing results, a national rollout of Krispy Natural is recommended.
Launching Crispy Natural- Cracking The Product Management Code
Pemberton is launching a new cracker brand called Krispy Natural to target health-conscious consumers. Krispy Natural will have larger packaging with multiple servings and new flavors to improve taste. It will employ an aggressive marketing strategy including heavy advertising. While Krispy Natural shows potential with 18% market share as a new entrant, Pemberton faces challenges distributing it using their direct store delivery system due to the crackers' longer shelf life and truck capacity constraints. To compete with Frito-Lay's market entry, Pemberton should emphasize health awareness, optimize their distribution system, launch new products, and rollout Krispy Natural nationally based on its positive test market results.
Krispy Naturals- Harvard Business Case Study!
1) Candler Enterprises owned Pemberton Products, a snack food division that was a market leader in cookies and bakery snacks. Pemberton wanted to expand into salty crackers.
2) Pemberton acquired Krispy Inc. in 2008 to enter the cracker market but the single-serve packaging and flavors did not perform as expected.
3) Pemberton relaunched the product as Krispy Natural with new flavors, multiple-serving packaging, whole wheat ingredients and effective marketing, distribution, and pricing strategies. The revamped product was a success with positive consumer feedback and preference over competitors.
Krispy natural
Pemberton is considering a national rollout of its Krispy Naturals crackers. The document summarizes Pemberton's snack food division, Krispy's acquisition and performance, the US cracker market landscape, consumer insights, competitors, and analyses the potential for national distribution. It identifies positive indicators for national rollout such as consumer purchase intent and taste preferences. However, it also notes challenges around flat crackers preference, distribution capabilities, and uncertainty around competitors' responses.
Krispy Natural- Hinal Shah-Nirma University
This slides are about the Harvard business school case- Launching Krispy Natural: Cracking the Product
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Case Study of Krispy Naturals
Barton Fredrick is the marketing director of Pemberton Products, a company that produces baked goods and acquired Krispy Inc. in 2008 to enter the salty snack market. Pemberton had $5 billion in sales in 2011. The document discusses Pemberton's plan to expand into the cracker market by building capabilities in salty snacks, developing healthier cracker options, improving distribution through its direct store delivery system or hiring a new distribution team, and setting a sales objective of $500 million with a 13% profit. It also analyzes the cracker market trends, results of product testing, and potential competitive responses from Frito-Lay's entry into the cracker market.
Launching Krispy Naturals
Pemberton is launching a new salt cracker brand called Krispy Naturals to enter the US cracker market. Previously, Pemberton had launched Krispy crackers but it failed due to regional branding, limited flavors and product lines. For its relaunch, Krispy Naturals will offer multiple servings, 100% natural ingredients, and new flavors. It will utilize premium pricing strategies, heavy advertising, and Pemberton's direct store distribution system. Initial testing of Krispy Naturals' new flavors found 77-92% positive results and a four to one recommendation rate.
Krispy group5
Pemberton Enterprises is launching Krispy Natural crackers to expand into the salty snack market. Market research shows consumer demand for healthier, convenient cracker options. Product testing of Krispy Natural crackers found high preference and purchase intent over leading brands. A SWOT analysis identified capacity constraints of Pemberton's distribution system for the cracker category. Forecasts show that with a national rollout, Krispy Natural could gain significant market share and exceed sales and profit objectives in its third year. The launch of Krispy Natural crackers has the potential to be successful based on consumer trends, product testing results, and sales forecasts.
Krispy Natural
Barton Fredrick is the marketing director of Pemberton Products, a company that produces baked goods and acquired Krispy Inc. in 2008 to enter the salty snack market. Pemberton had $5 billion in sales in 2011. The document discusses Pemberton's plan to expand into the cracker market by building capabilities in salty snacks through acquisitions and its direct store delivery system. It provides market data on the cracker industry and consumer preferences. Pemberton plans to test market a new cracker brand called Krispy Natural to capture unmet consumer demand. It conducted product testing in Columbus, Ohio which achieved an 18% market share as a new entrant, outcompeting brands from Kraft, Kellog
Launchingkrispynatural
This document discusses Pemberton's launch of a new salty cracker brand called Krispy Natural in the US market. It provides an overview of the US cracker industry and competitors. A marketing strategy is outlined focusing on product, marketing, distribution and pricing. Test markets in Columbus and Southeast cities showed strong initial results in Columbus but more modest gains in Southeast. The recommendations suggest further marketing investment and tailoring the brand to different consumer needs.
Launching Krispy Natural : A Case Study
Pemberton, a snack food division of a beverage and snack company, launched a new cracker brand called Krispy Natural. Market testing showed strong results in Columbus with 18% market share achieved through promotional activities and advertising. In Southeast cities, the brand only achieved 10% share with little category growth due to a relatively low introductory discount. While retailers responded positively to consumer research and inventory projections in Columbus, competitors argued the brand's taste claims were inflated and pricing was only successful due to temporary discounts that were unsustainable. It is recommended that Pemberton focus more marketing in Southeast cities, engage consumers better, and tailor Krispy Natural to different consumer needs.
Launching krispy natural
Pemberton Products, a snack food division of Candler Enterprises, launched Krispy Natural crackers to enter the growing salty cracker market. The initial launch in 2008 under the Krispy brand focused on single-serve packages in vending machines and convenience stores but did not succeed due to limited product line and poor taste scores. Pemberton relaunched the product as Krispy Natural in 2012 with an improved taste, wider product line including multiple serving sizes, natural positioning and marketing emphasizing flavors. The relaunch was successful due to strengthened product, premium pricing supported by promotions, optimized direct store distribution, and addressing capacity constraints to support growth in the attractive cracker market.
Launching krispy natural cracking the product management code 1
Pemberton, a multinational snack company, acquired Krispy Inc. in 2008 to enter the salty snack market. However, Krispy's single-serve sales in 2009 significantly underperformed targets. To relaunch the brand, Pemberton conducted consumer research and planning. The new Krispy Natural product strategy focused on larger package sizes, new flavors, and positioning the product as healthy with whole wheat and natural ingredients. An extensive marketing campaign utilizing both pull and push strategies was launched. While large retailers were impressed with initial consumer research and promotional plans, some industry analysts were skeptical about the sustainability of discounts, coupons and samples used, and whether the new flavors truly offered improvements over competitors.
Krispy Natural case study
Created by Anshul Jain, BITS Pilani during a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow
Launching krispy natural cracking the product management code
This presentation was made as a part of marketing management internship under Prof. Sameer Mathur, IIM Lucknow
Launching Krispy Natural
Pemberton, an $18 billion conglomerate, acquired Krispy Inc. in 2008 to enter the salty snack market. It rebranded the product as Krispy Natural, targeting the growing healthy cracker market. It improved the taste and introduced multiple serving sizes and flavors. A test market in Columbus saw 18% market share gained. Forecasts showed sales reaching $700 million and profitability over 13% by year three as the brand rolled out nationally, indicating success in cracking the healthy snack market. Competitors would need to respond by increasing spending to counter the expansion.
Launching Krispy Natural: Cracking the Product Management Code
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
Krispy Inc., a regional salty cracker brand, was acquired by Pemberton, a snack food division of a large multinational company. When first transitioned to Pemberton, Krispy's sales fell short of targets due to a limited product line and lower flavor satisfaction. Pemberton is now relaunching Krispy as Krispy Naturals with a wider variety of better-tasting cracker options and a marketing strategy focused on national expansion. Test markets showed consumers preferred Krispy Naturals' taste and the brand gained market share, but questions remain around competition and maintaining growth.
Similar to Launching krispy natural (20)
Launching Krispy Natural: Cracking the Product Management Code
Launching Krispy Natural: Cracking the Product Management Code
Launching Krispy Natural: Cracking the Product Management Code
Launching Krispy Natural: Cracking the Product Management Code
Launching Crispy Natural- Cracking The Product Management Code
Launching Crispy Natural- Cracking The Product Management Code
Launching krispy natural cracking the product management code 1
Launching krispy natural cracking the product management code 1
Launching krispy natural cracking the product management code
Launching krispy natural cracking the product management code
Launching Krispy Natural: Cracking the Product Management Code
Launching Krispy Natural: Cracking the Product Management Code
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Launching krispy natural
- 1. LAUNCHING KRISPY NATURAL : CRACKING THE PRODUCT MANAGEMENT CODE
- 2. ANALYZING THE CASE OF KRISPY NATURAL
- 3. WHAT’S ALL ABOUT PEMBERTON AND ITS PRODUCTS ? ACQUIRED KRISPY INC. IN 2008 -> STEP TOWARDS SALTY SNACK MARKET SALES HIKING UPTO $5 BILLION IN 2011 OWNS AND USES DSD (DIRECT STORE DELIVERY) SYSTEM
- 4. US CRACKER INDUSTRY Estimated $6.9 Billions in 2011 CAGR of 2.2% from 2008 -10 Increased the growth of 6.2% in General (All other) in 2010 Annual growth forecasted between 10 - 14 %for cracker with fillings
- 5. PEMBERTON AND ITS FOOTPRINTS SNACK FOOD DIVISION COOKIES AND SWEET BREADS HOME STYLE MUFFINS AND DOUGHNUTS SOFT COOKIES OWNS & USES DSD SYSTEM
- 6. PEMBERTON’S KEY STRATEGIC PRIORITIES BUILDING A COLLECTION OF ATTRACTIVE AND DURABLE BRANDS LEVERAGING LEADING MARKETING, SALES AND DSD BUILDING OR ACQUIRING CAPABILITIES IN SALTY SNACK CATEGORY
- 7. STRATEGIC PRIORITIES Attractive and durable brands Marketing, sales and DSD system Capabilities in snack categories
- 8. ATTRACTIVE AND DURABLE BRANDS Marketed as mobile “GRAB AND GO” snacks Strong presence in vending machines and convenience store Improve taste and quality Increasing the package size Made from 100% whole wheat and all natural ingredients Added various flavor options
- 9. MARKETING, SALES AND DSD SYSTEM Marketing approach Heavy Advertising and Promotion Pull strategy DSD (Direct Store Delivery) Greater control of shelf space Accurate forecasting Reduced Stock outs Quicker turnover of products
- 10. CAPABILITIES IN SNACK CATEGORIES Consumer Research (Mintel Study) Higher desire for healthy products Regular and frequent demand 74% consume crackers at regular basis 34% consume crackers as part of weekly diet Competitor Analysis Kraft Foods Inc. Kellogg Co. Pepperidge Farm Market Tests Ohio Southeastern states of US
- 11. TEST MARKETS
- 12. 6 MONTHS ADVERTISEMENT CAMPAIGN ACTIVITIES FACEBOOK CAMPAIGN TELEVISION AND ONLINE ADVERTISING 12 % DISCOUNT 10 % DISCOUNT TRADE SOCIAL MEDIA ADs IN-STORE AND NEWSPAPER SAMPLING WITH COUPONS SAMPLING
- 13. RESULT OF THE CAMPAIGN
- 15. MARKET TRENDS
- 16. KRISPY SINGLE SERVE V/S KRISPY NATURAL
- 17. SWOT ANALYSIS
- 18. MARKETING STRATEGY Pull Marketing Strategy Price: Premium Price Strategy Distribution: DSD System Celebrity Endorsement : TOM BRADY
- 19. DISTRIBUTION SYSTEM DSD system may not have worked for cracker business. But Pemberton hired “Krispy Force” for distribution DSD reps are the representatives were used, they “are in the store every week and the store managers respect their knowledge of business”.
- 20. PROJECTED MARKET SHARE Adjustments: Promo Actions Celebrity Endorsements Cultural Differences Health
- 21. MARKET SHARE
- 22. SALES POTENTIALS
- 23. CONCLUSIONS Interpreting Market Results Grabbed 18% of the market share in Columbus as new entrant in salty snacks business. Kraft Co. , Kellogg Inc. and Pepperidge in total lost of 10% market share despite of higher demands in cracker products since 2010. Forecast National roll out sales figures in Columbus and South East scenario for 3rd year depicts PBT more than 13% and sales more than $ 500 millions.
- 25. CREATED BY RAJAT GARG, PCCOE PUNE, DURING A MARKETING INTERNSHIP, BY PROF. SAMEER MATHUR, IIM LUCKNOW. DISCLAIMER