This presentation was prepared by Rohit Kamal, Pandit Deendayal Petroleum University (2011-15) for a Marketing Internship under the guidance of Prof Sameer Mathur, IIM Lucknow. This presentation is based on a Harvard Business Case on "Launching Krispy Natural: Cracking the Product Management Code".

1. Launching Krispy Natural: Cracking the
Product Management Code
° ° ° ° ° ° ° ° ° ° °
Harvard Business School
Case

2. Objectives of the case?
1. Analyze traditional, quantitative test market
data.
2. Understand the role of managerial judgement in
the interpretation of hard data.
3. Anticipate and prepare for competitive reaction
to marketing moves.

3. Pemberton???

4. Candeler Enterprises
Multinational Beverage and Snack
Goods Manufacturer
Pemberton Products
Snack Food Division

5. Candeler
Enterprise’
s Revenue
$18 billion
Pet Care
Division
Multinatio
nal
Beverage
Pemrber
ton
Quick
Service

6. Present Situation
Situation Analysis
In 2008, Pemberton took the first step to enter the salty snack market with acquisition
of Krispy Inc. Krispy was a regional brand with distribution focused primarily in
Southeastern United States.
In 2009, it fell short of management projections

7. Strategic Priorities for Pimberton
1. Building a collection of attractable, durable brands
2.Leveraging leading market, sales and DSD systems to
increase revenue and profits.
3.Building or acquiring capabilities in salty snack
categories.

9. The US cracker industry
Retail cracker sale in the United States reached an estimate $6.9 billion
in 2011
The growth rate for the overall cracker industry from 2008 to 2010 was
approximately 2.2% CAGR

10. “AllOther” crackers
Crackers with fillings

11. New Situation
To launch and sustain the growth of Krispy
Natural in the Salty snack Market

12. Marketing Strategy Formulated
Product Basis
1. Improving taste to build the preference of customers over
competitors.
2.Expanding in multiple-serving category.
3.Indulging healthy ingredients to gain the preference of
the major American population

13. Results with product modification

14. Marketing Basis
1. Choose the pull strategy and trade promotions to make
the brand worthy in the minds of the customers
2.Keeping a premium price strategy and applying discounts
along with less quantity of crackers in the same package
size.
3.Longer shelf life and efficient DSD system.

15. Projections Made

16. Market Results

17. Challenges Ahead
1. Expanding the brand nationally won’t work on the pillars
of sampling, discounting & couponing.
2.Expecting and getting ready for the potential competitive
responses with the national roll-out.
3.The rise of a new cracker product line by the most
successful brand in the category, Frito-Lays.

18. Possible solutions to compete
against Frito-Lays
1. Launching some more product mixes as per the customer
taste keeping health as a priority concern.
2.Optimization of DSD system for Krispy Natural products
for cost reduction.

19. Summary
• Objectives of the case
• About the company
• Company Products
• Situation Analysis
• Market Analysis
• Marketing Strategy
• Projections & Results
• Challenges
• Possible Solutions

20. Disclaimar
This presentation was created by Rohit Kamal, Pandit Deendayal
Petroleum University, during a marketing internship by Prof
Sameer Mathur, IIM Lucknow.
Rohit Kamal, PDPU (2011-15)