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LAUNCHING KRISPY NATURAL:CRACKING THE PRODUCT MANAGEMENT CODE
WHAT IS KRISPY NATURAL?
Candler enterprise
Pemberton products
Softies cookies Home style muffins
Pet care division
Beverage division
Quick service restaurant
Krispy natural
Pemberton entered the salty cracker market
ABOUT PEMBERTON PRODUCTS…
• Snack food division • Food bars,cookies and other sweet baked foods • Best sellers:muffins and doughnuts • Market leader in us bakery and sweet snacks
sector • Uses direct store delivery
STRATEGIES
•Maintains DSD system for increased revenues. • Improved product quality and taste • Build capability in salty snack category • Leverages leading market,sales
Who are its competitors?
• Kraft food inc : Nabisco ritz biz Nabiso cracker fulls • Kellog co: Sunshine brand Kebbler and austin • Pepperidge farm: Goldfish cracker Goldfish mix These account for 3/4th of the cracker brand
Why did Pemberton enter the salty cracker market
The growing cracking industry • Retail cracker sale-$6.9 billion in 2011
• Desire for healthy products • Top snacks,even ahead of potato snacks • 74% respondents consumed on daily basis
How did it fail the expected selling estimation?
• Limited product line,thus failed to compete with super markets.
• It did not deliver the flavours that were expected.
• The overall scenario was still attractive. • Overall market was huge and was
expected to growat 10-14% every year. • Competitors were not capitalising on
market available.
How did it happen? • All the shortcomings
were addressed. • R&D occupied itself in
improving taste. • It was repositioned to
krispy natural which targetted directly to its segmented audience.
• Multiple serve packings were included.
SUCCESS…
Marketing strategies responsible for the success
Product strategy
• Focused on improving taste,flavours amd icreasing packaging size.
• Use of 100%whole wheat
• R&D reformulate the product.
Pricing strategy
• Considering its superiority,price was kept same as competitors but
quantity was less. • Premium pricing
• ‘visual price’ served the basis.
Market strategy
• Used pull strategy • Focused on
exyensive advertising
• Aggressive plans for trade promotions
• Increased merchandising
CONCLUSION • THREATS: Fritto lays entering the cracker market • Modest increase of sale by 1% in south-east.
• Optimise the direct store delivery for krispy natural product,for product’s cost reduction.
• It must launch more product lines