hbs krispy natural
TRANSCRIPT
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LAUNCHING KRISPY NATURAL:
“CRACKING”
THE PRODUCT MANAGEMENT CODE
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CANDELER ENTERPRISES
QUICK SERVICE RESTAURANT PET CARE
DIVISIONSNACK FOODS
BEVERAGES
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PEMBERTON FOOTPRINT
ACQUISTION OF KRISPY INC IN 2008
FIRST STEP TO ENTER THE SALTY MARKET
CONTRIBUTED TO ABOUT $5 BILLION IN SALESOWNS AND USES DIRECT STORE DELIVERY(DSD)
SNACK FOOD DIVISION
FOOD BARS, COOKIES AND SWEET BAKED FOODS
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WHY PEMBERTON HAS MAINTAINED A DOMINANT MARKET SHARE-
SPECIFIC DIRECTION FOR PRODUCT DEVELOPMENT
• A CULTURE FOR INNOVATION TO BUILD A COLLECTION OF ATTRACTIVE AND DURABLE BRANDS.
• DSD SYSTEM TO INCREASE REVENUE AND PROFITS RESULTING IN COMPOUND ANNUAL GROWTH RATE OF 14%
• KEY STRATEGIC PRIORITY OF BUILDING AND ACQURINGCAPABILITIES IN THE SALTY SNACK CATEGORIES.
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THE US CRACKER INDUSTRY
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THE DYNAMICS OF KRISPY NATURAL PRODUCT STRATEGY
INCREASING PACKAGE SIZES TO MULTIPLE SERVINGS
IMPROVING TASTES BY
INTRODUCING NEW
FLAVOURS
CONSIDERING
HEALTHFULLNESS AND
USING NATURAL
INGREDIENTS LIKE 100%
WHOLE WHEAT.
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PUSH STRATEGY WHERE COMPETIT
ORS
ARE FAVOURED TO PROMOTE
PRODUCTS
PULL STARTEGY WHERE THERE IS FOCUS
ON EXTENSIVE
ADVERTISING
, MERCHANDISING &
TRADE
PROMOTIONS
MARKETING
STRATEGY
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•NATIONAL DISTRIBUTION OF CRACKERS• MINIMUM SALES OF $500 MILLION• STEADY STATE PRE-TAX PROFIT OF ATLEAST 13%
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CONCLUSIONS – INTERPRETING MARKET TEST RESULTS
• GRABBED 18% MARKET SHARE IN COLUMBUS AS A NEW ENTRANT IN THE SALTY SNACK BUSINESS.
• KRAFT,KELLOG, PEPPERIDGE IN TOTAL LOST 10% OF MARKET SHARE, DESPITE OF HIGHER DEMANDS OF CRACKER PRODUCTS SINCE 2010.(6.2% FOR “ALL OTHER CRACKERS AND 14% FOR CRACKERS WITH FILLINGS)
• FORECASTED NATIONAL ROLLOUT SALES FIGURES IN COLUMBUS AND SOUTHEAST SCENARIO FOR 3RD YEAR DEPICTS PBT MORE THAN 13% AND SALES MORE THAN $500 MILLION.
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POSSIBLE COMPETITIVE RESPONSES TO “FRITTO LAY”
• LAUNCHING MORE NEW PRODUCT MIX AS PER CUSTOMER TASTE AND KEEPING HEALTH AS A PRIORITY COCERN
• OPTIMISATION OF DSD SYSTEM FORKRISPY NATURAL PRODUCT FOR COST REDUCTIONS.
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HENCE A NATIONAL ROLLOUT IS RECOMMENDED DUE TO THE EXISTENCE OF THE FOLLOWING KEY INDICATORS:
• POSITIVE PURCHASE INTENT OF 18%.
• MORE THAN 60% TASTERS PREFERRED TASTE OF KRISPY NATURAL OVER OTHER LEADING BRANDS.
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