Marketing Strategy and Case Study of the launch of Krispy Natural

1. Launching Krispy Natural
CRACKING THE PRODUCT MANAGEMENT
CODE

2. Problem of the Case
Krispy Natural

3. Candler
Enterprises
Quick Service
Restaurant
Multinational
Beverage
PET Care
Division
Pemberton

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

19. Krispy
Natural
Marketing
Strategy
Premium
Pricing
Strategy
DSD to
maximize
shelf space

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