PowerPoint Presentation

Launching Krispy Natural : Cracking The Product Management Code

Harvard Business School Case

Created By Vivek Kumar , NIT Patna during a Marketing Internship under Prof. Sameer Mathur ,IIM Lucknow.1

IntroductionCandler Enterprises

Pembertons ProductsFood Bars , Cookies & Sweet backed Foods.Best Sellers : Softies Cookies , Homestyle muffins & Doughnuts5 Billion in Sales (2011)Dozens of PlantsOwn and Uses DSD (Direct Store Delivery)

Sweet backed FoodsDoor Service Delivery

Pembertons Dream Team

Patricia Williams:PresidentAshley Marne:Executive Vice-President(Sales & Marketing)Burt Spivey:Chief Operating Officer(COO)Brandon Frederick:Marketing Director

Three Key Strategic Priorities By Patricia Williams:1.Building a Collection of Attractive , Durable Brands2.Leveraging Leading Marketing , Sales and DSD (Direct Store Delivery) to Increase Revenue and Profits.

3.Building or Acquiring Capabilities in Salty Snack Categories .

The Market

The U.S. Cracker Market

Competitors MarketingThe Three Largest Competitors account for of The Cracker Brand

Consumers Analysis53% Responds Towards Healthfulness When Purchasing CrackersMintel Study53%(A Health Trend In America)47%

Product's Analysis74% Responds Consumed Crackers RegularlyWhile 34% as a Part of Their Regular DietMintel Study of Salty Snack74%(A Survey Trend In America)26%

Your text here

How much Krispy Natural is Healthy?

Krispy Natural is Healthy

100% Wheat Natural Ingredients Approx. 150 Calories6 grams of Fiber 3 grams of Protein

Product Testing

Analyzing its Product Summery and Ready to go Nationally

Market SharingEstimated Doller Share of Market

2.3.4.

1.

Product

Product - Lines

After RelaunchConsumers Behavior

2.Marketing Strategy1.Push & Pull Strategy

2.Advertising and Promotion

They focuses On Push & Pull StrategyTo Attract the Consumers Towards its GoodsAnd Services

Advertisement

Promotional Funny Advertisement

3.Distribution Strategy

Direct Store Delivery

Pricing Strategy

Actions taken by the Competitors in response to Krispy Natural

Potential of Krispy Natural

National Rollout Strategy Supported by Data1.More than 60% Consumers Prefers taste of Krispy Natural over other Brands2.Positive Purchase Intent of 81% Consumers

Rollout Strategy against the Frito-Lay in crackers Market1.Frito-Lay is Planning to enter into Crackers and Salty MarketIn the Future, Hence Krispy Natural have a good Action Plan for the Same.2.Krispy Natural Should have to launch more product lines of different Taste and Quality3.Optimize The Direct Store Delivery for Krispy Natural Product for Products Cost Reduction

Summary1.Key Strategic Points of Pembertons2.The U.S. Cracker & Competing Industry3.Consumers Analysis4.Product Analysis5.Market Analysis6.Marketing Strategy7.Competitors Analysis8.Potential of Krispy Natural9.Go to National Rollout Strategy10.Best Rollout Strategy to Neutralize the Competition

Disclaimer

Created by Vivek Kumar , NIT Patna, during a Marketing Internship under Prof. Sameer Mathur , IIM Lucknow.Harvard Business School Case Study