Launching Krispy Natural: Cracking The Product Management Code
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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 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
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: 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.
Launching krispy natural
Created by Shivani Bhakal from IIT Roorkee b.tech 2 year student, during a marketing internship under Prof. Sameer Mathur.
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 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
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
Recommended
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
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: 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.
Launching krispy natural
Created by Shivani Bhakal from IIT Roorkee b.tech 2 year student, during a marketing internship under Prof. Sameer Mathur.
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 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
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
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.
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.
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
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
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.
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
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.
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
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
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: 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.
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%
Presentation1
The document discusses Pemberton Products, the snack food division of Candler Enterprises, which is looking to expand into the growing salty snacks market by acquiring Krispy Inc., a manufacturer of single-serve cracker packages. Market tests of Krispy's product in Columbus and the Southeast showed an increase in Krispy's market share compared to competitors like Kraft, Kellogg, and Pepperidge Farm. Pemberton aims to leverage its marketing, sales and distribution systems to help drive further growth for Krispy in the salty snacks category.
Krispy natural
This presentation tells what all things was done by krispy after a huge failure and relaunch of Krispy as Krispy natural. And is based on case study done using Harvard Business Review.
Launching Krispy Natural : Cracking the product management code
Krispy Natural was launched to address shortcomings of Krispy single-serve snacks. R&D improved taste and quality, and the product line was extended beyond single servings. It was repositioned as Krispy Natural, better connecting with consumers. Marketing strategies included heavy advertising, pull strategies over push, and aggressive promotions. Distribution was improved through DSD and a dedicated "Krispy force". Pricing was set at a premium through smaller package sizes. Sales objectives were $500 million nationally and 13% pre-tax profit. Product testing, distribution, and competitive analysis supported the strategies. Forecasts indicated over 18% market share, 10% competitor loss, and sales/profit targets could be met nationally.
Krispy natural
This has been created by Krishnendu Saha in a marketing intern under the guidance of Professor Sameer Mathur, IIM Lucknow.
A Harvard Business School Case Study- Launching Krispy Natural: Cracking the ...
Analysis of the Case Study giving answers to probable questions for deep understanding of the case. Looking at the marketing strategies and unlocking the management code.
The presentation was made under the guidance of Prof. Sameer Mathur of IIM Lucknow
Launching Krispy Natural:Cracking the product management code
This presentation consists of a complete case study of the Harvard case, LAUNCHING KRISPY NATURAL : CRACKING THE PRODUCT MANAGEMENT CODE. The marketing strategies of the snack and food division, Pemberton of Candler Enterprises, have also been clearly discussed
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.
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.
Launching Krispy Natural: Cracking the Product Management Code
Krispy Natural is launching a new line of healthy crackers. It conducted consumer research showing high demand for healthy snack products. It will use a direct store delivery system to maximize shelf space and turnover. The marketing strategy involves television, online, and social media advertising. Discounts will be offered over a 6 month period. Celebrities may be used to endorse the product. Pricing will be at a premium level to position the brand as healthy. The goal is to gain market share from competitors like Kraft and Kellogg in the salty snack category by appealing to consumers' desire for natural and healthy options.
Analysis of Launching Krispy Natural: Cracking the Product Management Code
Pemberton, a snack food division of Candler Enterprises, is launching Krispy Naturals crackers to expand into the salty snack category. The US cracker market is $6.9 billion and growing slowly. Market research shows consumers want healthier, conveniently packaged crackers. Krispy Naturals will offer multiple serving sizes and new flavors while promoting healthfulness. Pemberton will use a hybrid distribution system of direct store delivery and warehouses. Their sales objectives are to achieve national distribution and $500 million in sales with over 13% pretax profit. Strengths include research capabilities while weaknesses include capacity constraints and consumer dissatisfaction with taste. The launch in Columbus achieved 18% market share, showing potential for national expansion.
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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.
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.
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
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
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.
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
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.
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
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
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: 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.
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%
Presentation1
The document discusses Pemberton Products, the snack food division of Candler Enterprises, which is looking to expand into the growing salty snacks market by acquiring Krispy Inc., a manufacturer of single-serve cracker packages. Market tests of Krispy's product in Columbus and the Southeast showed an increase in Krispy's market share compared to competitors like Kraft, Kellogg, and Pepperidge Farm. Pemberton aims to leverage its marketing, sales and distribution systems to help drive further growth for Krispy in the salty snacks category.
Krispy natural
This presentation tells what all things was done by krispy after a huge failure and relaunch of Krispy as Krispy natural. And is based on case study done using Harvard Business Review.
Launching Krispy Natural : Cracking the product management code
Krispy Natural was launched to address shortcomings of Krispy single-serve snacks. R&D improved taste and quality, and the product line was extended beyond single servings. It was repositioned as Krispy Natural, better connecting with consumers. Marketing strategies included heavy advertising, pull strategies over push, and aggressive promotions. Distribution was improved through DSD and a dedicated "Krispy force". Pricing was set at a premium through smaller package sizes. Sales objectives were $500 million nationally and 13% pre-tax profit. Product testing, distribution, and competitive analysis supported the strategies. Forecasts indicated over 18% market share, 10% competitor loss, and sales/profit targets could be met nationally.
Krispy natural
This has been created by Krishnendu Saha in a marketing intern under the guidance of Professor Sameer Mathur, IIM Lucknow.
A Harvard Business School Case Study- Launching Krispy Natural: Cracking the ...
Analysis of the Case Study giving answers to probable questions for deep understanding of the case. Looking at the marketing strategies and unlocking the management code.
The presentation was made under the guidance of Prof. Sameer Mathur of IIM Lucknow
Launching Krispy Natural:Cracking the product management code
This presentation consists of a complete case study of the Harvard case, LAUNCHING KRISPY NATURAL : CRACKING THE PRODUCT MANAGEMENT CODE. The marketing strategies of the snack and food division, Pemberton of Candler Enterprises, have also been clearly discussed
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.
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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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
A Harvard Business School Case Study- Launching Krispy Natural: Cracking the ...
A Harvard Business School Case Study- Launching Krispy Natural: Cracking the ...
Launching Krispy Natural:Cracking the product management code
Launching Krispy Natural:Cracking the product management code
HBR- Launching Krispy Natural: Cracking the product management code
HBR- Launching Krispy Natural: Cracking the product management code
Similar to Launching Krispy Natural: Cracking The Product Management Code
Launching Krispy Natural: Cracking the Product Management Code
Krispy Natural is launching a new line of healthy crackers. It conducted consumer research showing high demand for healthy snack products. It will use a direct store delivery system to maximize shelf space and turnover. The marketing strategy involves television, online, and social media advertising. Discounts will be offered over a 6 month period. Celebrities may be used to endorse the product. Pricing will be at a premium level to position the brand as healthy. The goal is to gain market share from competitors like Kraft and Kellogg in the salty snack category by appealing to consumers' desire for natural and healthy options.
Analysis of Launching Krispy Natural: Cracking the Product Management Code
Pemberton, a snack food division of Candler Enterprises, is launching Krispy Naturals crackers to expand into the salty snack category. The US cracker market is $6.9 billion and growing slowly. Market research shows consumers want healthier, conveniently packaged crackers. Krispy Naturals will offer multiple serving sizes and new flavors while promoting healthfulness. Pemberton will use a hybrid distribution system of direct store delivery and warehouses. Their sales objectives are to achieve national distribution and $500 million in sales with over 13% pretax profit. Strengths include research capabilities while weaknesses include capacity constraints and consumer dissatisfaction with taste. The launch in Columbus achieved 18% market share, showing potential for national expansion.
Launching krispy natural: Cracking the Product Management Code
How Krispy by Pemberton faced a failure and then relaunched Krispy Natural with innovations and better marketing strategies and principles adopted.
Launching Krispy Natural: Cracking the Product Management Code
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
Harvard Business Review case analysis: Launching Krispy Natural
Cracking the product management code
Krispy Natural: A Case Study
Krispy Natural is a cracker brand that was relaunched by Pemberton Beverage Division with improved taste, quality, and packaging. Market testing in two regions showed strong initial sales and share increases, though competitive response was a concern. While large retailers and buyers responded positively, some analysts questioned the sustainability of promotional discounts. Moving forward, the strategy is to position Krispy Natural as a premium, healthier cracker and use comparative advertising to differentiate it in competitive markets. If Frito Lay enters the category, Pemberton will emphasize Krispy Natural's natural ingredients and premium positioning to avoid direct competition.
Launching Krispy Natural: Cracking the Product Management Code.
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.
Krispy natural : Havard Business School Case
Krispy Natural is a newly launched cracker product by Pemberton Products, a snack food division of Candler Enterprises. In a test market in Columbus, Ohio, Krispy Natural was very successful through strategies like hiring "Krispy Force" representatives and significant discounts, coupons, and sampling. However, these strategies may not work for a national rollout. The case discusses analyzing the test market results and developing a marketing strategy to properly position Krispy Natural nationally against established brands while anticipating competitive responses. Recommendations include differentiating through quality, taste, and flavors; restarting a "Grab and Go" campaign; and developing strong brand equity and loyalty.
Launching Krispy Natural:Cracking the Product Management Code
Candler Enterprises launched Krispy Natural crackers to replace its failed Krispy Single-Serve product line. Krispy Natural addressed all the shortcomings of the single-serve product by improving taste, quality, shelf life, package sizes, and flavors. The marketing strategy focused on healthfulness and pulling consumers through advertising and trade promotions. The product was priced premium to maintain brand image and distributed through an optimized direct store delivery system. Initial testing in Columbus, Ohio showed promising sales projections of $500 million annually. Strategies to compete included optimizing distribution, extensive online marketing, associating with health, and improving taste through new flavors while keeping the premium brand image.
Hbr case study
Candler Enterprises is a multinational company with divisions in snacks, beverages, restaurants, and pet care. It aims to launch and grow Krispy Natural, a salty cracker brand, in the US market. Market tests were conducted and analysis found opportunities in whole wheat and natural ingredients. The product line will be extended with multiple serving sizes and flavors. A premium pricing strategy will be used along with effective direct store delivery and promotional campaigns to gain market share from competitors like Frito-Lay. Continuing innovation and optimizing the delivery network can help Pemberton achieve its growth objectives for Krispy Natural.
Launching krispy natural: HBR case study
Fredrick, a marketing director for Pemberton Products, reviewed test market results for Krispy Natural crackers. The product performed well in Columbus, Ohio but below expectations in the Southeast. Pemberton faces risks launching the product nationally due to intense competition from brands focusing on health. Test markets showed preference for crackers with fillings over plain crackers. Fredrick must address challenges of positioning Krispy Natural against competitors' healthier products and innovation, as well as improving the taste to increase the purchase intent shown in testing.
Harvard case study analysis anirudh garg
Krispy Natural was a cracker brand owned by Pemberton that struggled initially. To relaunch the brand successfully, Pemberton developed all-natural Krispy Natural crackers with improved flavors. They tested the new product in select markets using promotions, advertising, and their distribution system. The tests showed Krispy Natural gaining market share from competitors. However, some analysts felt the positive results relied too heavily on discounts and sampling rather than the product itself. There was debate around whether Krispy Natural was ready for a full national launch.
Launching Krispy Natural: Cracking the Product Management Code
Pemberton Products launched a relaunch of Krispy crackers called Krispy Natural with whole grains and natural ingredients. A test run was conducted in Columbus, Ohio and the Southeast US. In Columbus, Krispy Natural exceeded expectations by gaining an 18% market share through promotions and stealing share from competitors. However, in the Southeast, it only gained 1% market share as consumers were not willing to switch from competitors for a premium priced product. While taste tests showed preference for Krispy Natural, critics argued the results were inflated and did not reflect real consumer behavior. The document recommends a national rollout but also expanding the product line to lower price points and better utilizing the existing distribution system.
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.
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.
Krispy Natural- Hinal Shah-Nirma University
This slides are about the Harvard business school case- Launching Krispy Natural: Cracking the Product
Management Code.
Natureview farm
Natureview Farm is an organic yogurt manufacturer founded in 1989 known for its natural ingredients, long shelf life, and high quality taste. It has experienced strong growth through guerrilla marketing and national distribution in natural food stores. The organic foods market is predicted to grow significantly in coming years. Natureview's challenge is to increase revenue by 50% in two years to attract new investors. Its options are to expand its 8oz or 32oz product lines into supermarkets or launch children's multi-packs in natural food stores. Financial projections show the children's multi-pack option has the highest margins and lowest costs.
Launching krispy natural by kunal sharma
Pemberton Products acquired Krispy Inc. in 2008 and launched Krispy Natural, a line of whole wheat crackers, to leverage growing health trends. Krispy Natural featured filling and flat cracker options with 150 calories and 6g fiber per serving. Pemberton planned to spend $70 million on advertising and utilize its direct store delivery system and "Krispy Force" representatives to promote the premium-priced product. Initial test marketing in the Southeast was positive. However, questions remained about whether consumers would accept the higher price and if national expansion could be cost-effective against major competitors like Frito Lay.
Harvard business review:Natureview Farm
Harvard Business Review of Natureview farm was carefully studied and a tentative conclusion was derived
Krispy Naturals - Case study
Candler Enterprises is launching an expansion of its Krispy Natural cracker line nationally after a successful test market. The summary is:
1) Krispy Natural crackers achieved double projected sales in its Columbus, Ohio test market and was 5% below projections in the Southeast.
2) National projections estimate $500 million in first year sales and a steady state pre-tax profit contribution of 13% of sales.
3) The expansion will leverage Candler's marketing, sales and distribution systems and compete on quality and brand reputation against competitors like Frito-Lay entering the cracker market.
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Launching Krispy Natural: Cracking the Product Management Code
Launching Krispy Natural: Cracking the Product Management Code
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Analysis of 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 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 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
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Launching Krispy Natural: Cracking The Product Management Code
- 1. Launching Krispy Natural CRACKING THE PRODUCT MANAGEMENT CODE
- 2. Problem of the Case Krispy Natural
- 4. Pemberton Snack Food Division Food Bars and Cookies 5 Billion Sales Softies Cookies Doughnuts Using Direct Store Delivery
- 5. Strategic Priorities of Pemberton • Building strong brand values in salty snack categories • Applying leading marketing and DSD systems to increase the revenues and overall profits • Building a good brand imaging in the market.
- 6. 1. Higher Brand Value Consumer research High desire for healthy products Regular and frequent demand 74% consume crackers at a regular basis 34% consume crackers as a part of regular weekly diet Competitors analysis (KraftFood, Kellogg Co, Pepperidge Farm) Market tests (Columbus, Ohio, Southwest)
- 7. 2. DSD (direct store delivery) Greater control of shelf space Accurate forecasting Reduced stockouts Quicker turnover of products
- 8. 3. Attractive and durable brands Marketed as mobile "Grab and Go" snacks. Strong presence in vending machines convenience store Improve product taste and quality Increasing the package size Made from 100% whole wheat and other natural ingredients Available in 3 flavor options
- 13. 6 Month Period Activities 1 Month 5 Month4 Month3 Month2 Month 6 Month Television and Online Advertising Facebook and Like Us Campaign 15% Discounts 12% Discounts 8% Discounts
- 14. What are DSD Representatives? DSD Representatives are the representatives that “are in the store every week and the store managers respect our knowledge of the business” %Stores in distribution 94% 85% %Stores with Gondolas 9% 12% %Stores with end aisle display 14% 10%Southeast Columbus
- 17. PULL MARKETING STRATEGY The goal of pull marketing is to get the customers to come to you, hence the term pull, where marketers are attempting to pull customers in. Celebrity Endorsement Tom Brady
- 20. Grabbed 18% market share in Columbus as a new entrant in salty snacks business Kraft, Kellogg and Pepperidge in total lost 10% of market share, despite of higher demands cracker products since 2010 POSSIBLE COMPETITIVE RESPONSES TO NEW BRAND “FRITTO-LAY” • Launching more new product mix as per customer taste and keeping health as a priority concern Conclusions
- 21. Thank You