launching krispy natural: cracking the product management code
TRANSCRIPT
Launching Krispy NaturalCRACKING THE PRODUCT MANAGEMENT CODE
Problem Statement:Krispy Natural
Candler Enterprise
s
Quick Service
Restaurant
MultinationalBeverage
PET Care Division
Pemberton
PembertonSnack Food Division
Food Bars and Cookies 5 Billion Sales
Softies Cookies Doughnut
sUsing Direct Store Delivery
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.
1.Higher Brand ValueConsumer researchHigh desire for healthy productsRegular and frequent demand74% consume crackers at a regular basis34% consume crackers as a part of regular weekly diet
Competitors analysis (KraftFood, Kellogg Co, Pepperidge Farm)
Market tests(Columbus, Ohio, Southwest)
2.
DSD (direct store delivery)Greater control of shelf space
Accurate forecasting Reduced stockouts
Quicker turnover of products
3.Attractive and durable brandsMarketed 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
6 Month Period Activities
1 Month
5 Month
4 Month
3 Month
2 Month
6 Month
Television and Online Advertising
Facebook and Like Us Campaign
15% Discounts 12% Discounts 8% Discounts
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
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
Krispy Natural
Marketing Strategy
Premium Pricing
Strategy
DSD to maximize
shelf space
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
Thank You….
Presented bySohil Sharma3rd Year, B.techMIT Manipal
Under the guidance of