Launching Krispy Natural: Cracking the Product Management Code
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Launching Krispy Natural: Cracking the Product Management Code This presentation is created by Anjali Setiya, G.B.Pant University of Agriculture and Technology, Pantnagar under the guidance of Prof.Sameer Mathur,IIM Lucknow
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Krispy natural
Pemberton Snack Foods launched a new cracker product called Krispy Natural to crack into the snack market. The original Krispy Single Serve product failed due to limited flavors and poor taste. Krispy Natural was redeveloped with improved taste, multiple package sizes, and a focus on being 100% natural and healthy. It utilized Pemberton's direct store delivery system and promotional advertising. In test markets, Krispy Natural gained 18% market share in Columbus and a slight increase to 10% in the Southeast, outperforming competitors. The company plans a national rollout.
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Launching krispy natural
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.
HBR- Launching Krispy Natural: Cracking the product management code
Pemberton, a snack food company, launched Krispy Natural crackers to enter the salty snacks market. They tested the product in Columbus, Ohio and Southeast cities. In Columbus, aggressive promotions helped Krispy Natural gain 18% market share in year one. In Southeast, a premium pricing strategy led to 10% market share. Overall, the test was successful. Pemberton recommends further marketing in Southeast and tailoring Krispy Natural to different consumer needs to sustain long term growth. Competitors may respond by increasing promotions and investing in new products.
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Krispy natural
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This document describes Natureview Farm, a small yogurt manufacturer founded in 1989 in Vermont. It discusses Natureview's executives, finances, product lines, distribution channels, and competitors. The company is considering three options to grow revenues by 50%: 1) Expanding 6 SKUs into supermarkets, 2) Expanding 4 large-size SKUs nationally in supermarkets, or 3) Adding 2 children's multipack SKUs in natural food stores. The third option is deemed most viable as it requires the least investment and can generate $20 million while allowing Natureview to stay within its capabilities and keep its current consumers and distribution channels happy.
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
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Krispy natural
Pemberton Snack Foods launched a new cracker product called Krispy Natural to crack into the snack market. The original Krispy Single Serve product failed due to limited flavors and poor taste. Krispy Natural was redeveloped with improved taste, multiple package sizes, and a focus on being 100% natural and healthy. It utilized Pemberton's direct store delivery system and promotional advertising. In test markets, Krispy Natural gained 18% market share in Columbus and a slight increase to 10% in the Southeast, outperforming competitors. The company plans a national rollout.
Krispynaturalhbrcasestudy sanjali maheshwari
Krispynatural HBR casestudy by sanjali maheshwari, made during my internship under prof. sameer mathur, a IIM Lucknow faculty.
Launching krispy natural
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.
HBR- Launching Krispy Natural: Cracking the product management code
Pemberton, a snack food company, launched Krispy Natural crackers to enter the salty snacks market. They tested the product in Columbus, Ohio and Southeast cities. In Columbus, aggressive promotions helped Krispy Natural gain 18% market share in year one. In Southeast, a premium pricing strategy led to 10% market share. Overall, the test was successful. Pemberton recommends further marketing in Southeast and tailoring Krispy Natural to different consumer needs to sustain long term growth. Competitors may respond by increasing promotions and investing in new products.
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This document contains guidelines for using a company logo. It states that the logo is a single image with specific colors, spacing, and icons that should not be altered. The logo may be scaled to any size as needed.
Krispy natural
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Case study - Krispy Natural
PPT on Harvard Business School case study of Launching Krispy Natural:Cracking the Product Management Code
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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.
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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.
Whole Foods Market pitch
Upscale grocery store chain, Whole Foods Market, has launched a media agency review, according to sources.
In its last annual report the company stated that advertising expenses totaled nearly $90 million in its fiscal-year 2015. It’s estimated that the company spends about $65 million annually on media.
Previously, the Austin-based Whole Foods had worked with GSD&M (also based in Austin) for media. Two years ago, GSD&M was the media agency that launched the brand’s first national ad campaign. New York-based creative agency Partners & Spade was tapped to develop the creative approach.
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Pemberton Beverage is a snack food division of Candler Enterprises that produces cookies, muffins, and doughnuts. It aims to build a collection of attractive and durable brands through acquisitions and organic growth. Pemberton acquired Krispy Inc. in 2008 to enter the salty snack market.
A Mintel study found that crackers are a regular part of many consumers' diets, and healthfulness is an important factor for over half of purchasers. The overall cracker market grew at a 2.2% CAGR from 2008-2010, with filling crackers forecast to grow 10-14% in coming years. The top three competitors control about 75% of the cracker market.
Natureview farm: Case Analysis
The document summarizes a yogurt company's options for expanding its distribution and sales channels. It is currently in the natural food store channel but sees an opportunity in the larger supermarket channel, which accounts for 97% of yogurt sales. However, there are challenges to expanding into supermarkets, including established competitors, high marketing costs, and potentially conflicting with its natural positioning. The company is considering expanding regionally within supermarkets or continuing to focus on growing its natural food store business.
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This document presents Natureview Farm's options to expand its yogurt business. It founded in 1989 and reached $1-13 million in revenues by 1999. Currently, it has a 3% market share in natural food stores but only 0.1% in supermarkets. The options analyzed are: 1) Expand 8oz sizes in 2 supermarket regions, 2) Expand 32oz nationally, 3) Introduce multipacks to natural foods. Option 1 has the highest potential for revenue growth but also the most risk given high competition in supermarkets. The strategic implementation would be developing distributor relationships, choosing popular flavors, and hiring supermarket expertise.
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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.
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Natureview Farm is a small yogurt manufacturer that has grown from $100,000 to $13 million in revenue from 1989 to 1999 through natural food stores. It now aims to reach $20 million by 2001. It considers three options: 1) Expanding its 8oz yogurt line into supermarket regions, 2) Expanding its 32oz line nationally in supermarkets, or 3) Launching multipacks in natural food stores. Option 1 is estimated to generate the most incremental revenue of $25.2 million, allowing it to achieve its goal.
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Pemberton acquired Krispy Inc. to enter the salty snack market. It rebranded Krispy's single-serve crackers as Krispy Natural, improving quality, taste, and adding options. Market tests in Ohio and Southeast US showed Krispy Natural gaining significant share from competitors. Analysis found consumers preferred Krispy Natural's taste and packaging. Given projected national sales exceeding $500 million, it was recommended Pemberton rollout Krispy Natural nationwide, using a pull marketing strategy and continuous innovation to compete against major brands.
Case Study of Krispy Naturals
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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
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.
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%
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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.
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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.
Whole Foods Market pitch
Upscale grocery store chain, Whole Foods Market, has launched a media agency review, according to sources.
In its last annual report the company stated that advertising expenses totaled nearly $90 million in its fiscal-year 2015. It’s estimated that the company spends about $65 million annually on media.
Previously, the Austin-based Whole Foods had worked with GSD&M (also based in Austin) for media. Two years ago, GSD&M was the media agency that launched the brand’s first national ad campaign. New York-based creative agency Partners & Spade was tapped to develop the creative approach.
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Pemberton Beverage is a snack food division of Candler Enterprises that produces cookies, muffins, and doughnuts. It aims to build a collection of attractive and durable brands through acquisitions and organic growth. Pemberton acquired Krispy Inc. in 2008 to enter the salty snack market.
A Mintel study found that crackers are a regular part of many consumers' diets, and healthfulness is an important factor for over half of purchasers. The overall cracker market grew at a 2.2% CAGR from 2008-2010, with filling crackers forecast to grow 10-14% in coming years. The top three competitors control about 75% of the cracker market.
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The document summarizes a yogurt company's options for expanding its distribution and sales channels. It is currently in the natural food store channel but sees an opportunity in the larger supermarket channel, which accounts for 97% of yogurt sales. However, there are challenges to expanding into supermarkets, including established competitors, high marketing costs, and potentially conflicting with its natural positioning. The company is considering expanding regionally within supermarkets or continuing to focus on growing its natural food store business.
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An exclusive case study on marketing strategy of Natureview Farm. Its about company's decision making of which strategy to choose to achieve its target goal of selling yogurt.
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This document presents Natureview Farm's options to expand its yogurt business. It founded in 1989 and reached $1-13 million in revenues by 1999. Currently, it has a 3% market share in natural food stores but only 0.1% in supermarkets. The options analyzed are: 1) Expand 8oz sizes in 2 supermarket regions, 2) Expand 32oz nationally, 3) Introduce multipacks to natural foods. Option 1 has the highest potential for revenue growth but also the most risk given high competition in supermarkets. The strategic implementation would be developing distributor relationships, choosing popular flavors, and hiring supermarket expertise.
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McDonald's is issuing a request for proposals to three major holding companies to find a single creative agency to work on its massive U.S. business. McDonald's currently has Omnicom's DDB and Publicis' Leo Burnett handling the bulk of its national advertising. Both Omnicom and Publicis are part of the RFP process that begins Monday, along with WPP. The move comes as McDonald's has determined that it wants a more uniform set of creative and strategic ideas. It also wants to be able to push those concepts more rapidly across the variety of channels where it puts its messaging, including everything from its mobile app to television commercials.
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.
Natureview Farm - Case Study (Harvard Business Case Study)
Natureview Farm is a small yogurt manufacturer that has grown from $100,000 to $13 million in revenue from 1989 to 1999 through natural food stores. It now aims to reach $20 million by 2001. It considers three options: 1) Expanding its 8oz yogurt line into supermarket regions, 2) Expanding its 32oz line nationally in supermarkets, or 3) Launching multipacks in natural food stores. Option 1 is estimated to generate the most incremental revenue of $25.2 million, allowing it to achieve its goal.
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Pemberton acquired Krispy Inc. to enter the salty snack market as Krispy Natural crackers targeted health-conscious consumers. Market research found frequent cracker consumption and a preference for convenient, portable packaging. To launch Krispy Natural, Pemberton emphasized advertising, promotions, and effective distribution while pricing premiumly. Initial test markets exceeded expectations in Columbus but saw limited growth in Southeast regions. However, some felt positive results relied on unsustainable discounts and promotions while flavor claims were inflated. Recommendations included more Southeast marketing, modern brand engagement, and tailored offerings.
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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.
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.
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Launching Krispy Natural: Cracking the Product Management Code
- 1. Launching Krispy Natural: Cracking the Product Management Code
- 2. Pemberton Products ($18 Billion sales in 2011) ideas Pet Care Division Beverage Divison Quick Service Restraunt Division
- 3. PEMBERTONE
- 5. Pembertone Income 2011 A B C Yellow 10 20 7 Blue 30 15 10 Orange 5 24 16
- 6. PEMBERTONE'S SPECIAL FOOD BARS & COOKIES DIRECT STORE DELIVERY GOOD BRAND IMAGING 5 BILLION SALES SOFTEIS COOKIES
- 8. THE MARKET US MARKET REACHED 6.9 BILLION IN 2011 CRACKERS WITH FILLING SECTOR IS EXPECTED TO GROW 10-14% IN THE COMING YEARS CAGR OF 2.2% ( 2008-10) COMPEITORS KRAFT FOOD INC. KELLOGS Co. PEPPERIDGE FARM
- 9. MARKET AND CONSUMERS (MINTEL STUDY) 53% Considered overall healthfullness 34% ate as regular deit 74% on regular basis
- 10. + how and explain your web, app or soft e projects using these gadget templates. ANALYSIS 1.Product Comparisonprojects using these gadget templates. Krispy Inc. • Regional Brand • Single Serve Cracker packages • Didn't target health concious consumers • Less flavour options. Krispy Naturals • Expansion to national level • Multiple serving packages. • More flavour options. • Targetted Health Concious consumers New Product • Made from 100% whole wheat and other natural ingredients • 150 calories+ 6 gm fibres+ 3 gm proteins • Wheat cheddar, Smoked Gauda, Rosted Garlic etc.
- 11. Place your screenshot here ANALYSIS 2.PRICE PREMIUM PRICING STRATEGY • Approx 155% the category average cost per ounce was reasonable considering the product superiority • “Visual price” basis: The price being similar to competitors but the quantity per package reduced
- 12. Extensive Pull spending And Trade promotion Heavy advertising and Promotions ANALYSIS 3.Promotion
- 13. “ ANALYSIS 4.PLACE • COVERS COUNTRY AND CHANNELS • CURRENT CHANNEL i.e. DSD DISTRIBUTION IS EFFECTIVE • OPTIMIZE SYSTEM FOR LONGER SHELF LIFE AND DISPLAY ACTIVITY
- 14. Whoa! That’s a big number, aren’t you proud?
- 15. SALES OBJECTIVES: • Expectation of minimum sales of $500M during 1st year of National distribution • Natural distribution of Crackers
- 17. CONCLUSION • Grabbed 18% market share in Coloumbus as a new enterant in salty snack buisness. • Its competitors lost almost 10% market share • Predicted National Roll out sales in Coloumbus and South East: PBT more than 13% and sales more than $500 million.
- 18. SUMMARYCA CANDLER ENTERPRISES PEMBERTONE PEMBERTONE'S SPECIAL THE PRODUCT:KRISPY NATURAL THE MARKET MARKET AND CONSUMERS THE 4 P'S ANALYSIS SALES OBJECTIVES COMPETITION ANALYSIS CONCLUSION
- 19. DISCLAIMER