launching krispy natural : cracking the product management code by vivek kumar , nit patna
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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
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