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 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 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 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
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 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
Launching Krispy Natural: Cracking the Product Management CodeKshitij Chaudhari
This presentation has been created by Kshitij Chaudhari, VIT Chennai, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
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.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
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.
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
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- 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.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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
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
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
3. Pemberton Products
• Ashley Marne – Executive Vice President, Sales and Marketing.
• Pemberton’s Income as a percent of sales(2011) –
Sales 100%
COGS 78.8%
Brand Advertising & Marketing 7.7%
Pretax Contribuition 13.5%
Profit After Tax 7.7%
4. Exclusive Brand Positioning
• Market Leader in U.S Cookie & Bakery Snacks
Segment.
• Operated Dozens of Plants and world renowned
product development labs.
• Constant Innovations in Recipes and New Products.
• Customer friendly and specific to their needs.
• DSD(Direct Store Delivery) distribution system.
5. DSD Distribution System
• Products directly delivered to retail outlets.
• No wholesalars warehouses and distribution
centers involved.
• Common for products with low shelf life.
• Examples – Soft Drinks, Chips, Baked Goods
8. • Control of Shelf Space
• More accurate forecasting
• Reduced Stock-Outs
• Quicker turnover of products
Maximization of Sales and Profit
Beneficial for Pemberton as well as Retailer.
9.
10. Priorities
• Building a collection of attractive, durable
brands.
• Leveraging leading marketing/sales.
• Building capabilities in salty snack categories
11. U.S Cracker Industry
• Cracker ?? – > It is an instant snack.
Retail Cracker Sales - $6.9 Billion
Caputured almost 3 quarters of
the market segment
14. Manufacturer sales of “All Other Crackers”
Manufacturer 2009 - % Share 2010 - % Share
Kraft 37.8 37
Kellogg 28.9 28.1
Pepperidge Farm(Goldfish) 13.9 14.2
Private Label 4.6 4.8
Other 14.8 16
Approximately total up to 100%. Errors due to rounding off.
15. In General
• 74% consumers ate crackers on a regularly
basis.
• 34% consumers ate them as a part of weekly
diet.
Hence, they were the top Salty Snack
16. Another Challenge in Cracker Industry
Health !!
53% considered overall healthfulness an important
factor in their cracker purchase decision.
17. • In 2011, retail sales of “all other crackers”
were approx. $5.1 billion, a 6.2% Increase
over 2010.
Manufacturer sales of Crackers with Filling Market Share
Manufacturer 2009 - % Share 2010 - % Share
Kraft 34.7 32.7
Kellogg 31.5 29.9
Pepperidge Farm(Goldfish) 15.5 21
Private Label 8.0 8.2
Other 10.2 8.1
18. Krispy Inc.(2008)
• Pemberton entrance in salty snack market.
• Single serve cracker packages launched.
• Competed with “all other” crackers and
crackers-with-filling.
• A “Grab & Go” Product – Strong presence in
vending machines and convenience stores.
19.
20. Expectations vs. Reality
Sales (2009)
Performance
Planned Sale Actual Sale % Sale to Plan
Krispy Retail $97.5 $50.8 52.1%
Krispy Vend $23.4 $18.0 76.9%
Total Krispy
Sales
$120.9 $68.8 56.9%
Highly Disappointing
21. Reasons
• Limited Product Line
• Lead to less presence in supermarkets
• Very less flavour satisfaction to consumers
22.
23. • To make appropriate tastes and
preferences for consumers.
• To give more options by increasing
product line depth.
• Improvement from quality and
health point of view
• Extensive marketing and sales of
commodities.
25. Product Development Strategy
• Pemberton R&D Labs worked upon product
taste and quality.
• 100% Whole Wheat and Natural Ingredients
• Launched new flavours.
• Multiple serves packaging also adopted.
26. Marketing Plans
• Heavy Advertising, Promotions and market
tests.
• Adoption of Pull Marketing Strategy
27. Distribution
• Continued DSD Distribution effectively
• Optimizing the product for a longer shelf
life.
• Specially hired people – “Krispy Force for
Proper Distribution”
28. • Yes !! It was same as that of competitive
goods in the same segment.
But Weight of Crackers for the
same price was less
30. Estimated Dollar
Shares of Market
Columbus
Pretest
Market
Columbus
Post
Southeast
Pretest Market
Southeast
Post
Kraft 40% 33% 34% 32%
Kellogg 25% 22% 23% 22%
Pepperidge Farm 11% 10% 10% 10%
Krispy 0% 18% 9% 10%
31. Recap
• Exclusive Features of Pemberton products.
• DSD Distribution
• Priorities
• Krispy (Entry into cracker industry)
• Relaunch – Krispy Natural
• New Marketing Strategies
• Results which were better than expected.
32. • This analysis was done by Manan Makhija of
IIT Kharagpur, during a marketing internship
under prof. Sameer Mathur, IIM Lucknow.
