Launching Krispy Natural

1. z
LAUNCHING
KRISPY
NATURAL
Cracking the project management code

2. What is Krispy
Natural?
Who is Brandon
Fredrik?

3. Who are the players ?
•Ashley Marne: executive vice president of sales and
marketing at Pemberton Products.
•Brandon Fredrick: marketing director for Pemberton
•Krispy Natural: new cracker product of Pemberton

4. PEMBERTON
• Snack food division of ‘Candler Enterprise’, a
multinational beverage and snacks goods
manufacturer.
• Market leader in sweet snack.
• World renowned product development labs.
• Constant innovation.

6. DIRECT STORE DELIVERY
(DSD):
• Company-owned distribution system, delivering
products directly to retail outlets.
• Costs around 20 cents of sales dollar yet
maximises profits .

7. What is the present
situation

8. 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 primarily focused in the South-eastern United States.
In 2009 product fell short of management projections.

9. U.S Cracker Industry
• Retail cracker sales in the U.S reached an estimate
$6.9 billion in 2011.
• Growth rate from 2008 to 2010: 2.2% CAGR(approx)

10. Relaunch

12. Changes to Marketing Strategy:
Product:
• Studied the market and
engaged in R&D to improve
product taste and quality.
• The product line extended to
multiple package sizes and
more flavour options.

13. Willingness
to buy
product

15. Test Market
Results

16. Impact on market

17. Plans based
on Test
Results

19. Promotion

20. Competitive Analysis and National Projection

21. Make national roll-out a Success

24. HIGHLIGHTS

25. Expectations Vs Reality
Expectations
• Estimated market share in
Columbus 9%
• South East market share to rise
up to 15%
• Hoped 15% shelf life in both the
markets
Reality
• Actual share in Columbus: 18%
• Slight increase up to 10%
• Actual shelf space was below of
what was expected

26. Overall
Performance
Sales
managers
were pleased
Buyers loved
the
promotional
activities and
advertising.
Many
customers
asked for
Krispy natural
by name.
One industry
analyst
warned
positive
performance
due to launch
discounts and
advertising.