Launching Crispy Natural : Cracking the Product Management

Code

CASE STUDY

What are Pemberton products

WWWho are the Players ?

• Ashley Marne• Vice president of sales and markting at

Pemborton• Patrica williams• Pemborton’s president• Fredrick• Industry analyst

1. Building a collection of attractive, durable brands

2. Leveraging leading marketing ,sales and DSD system to increase revenue and profits

3. Building or acquiring capabilities in salty snack catagories

Krispy Product LineKrispy SingleIn 2008 Pemberton enters in

the salty snack market with a single-serve cracker packages.

In 2009 product fell short of management projections.

Krispy RelaunchMarne felt Pemberton needed to

give Krispy another try.Krispy team suggested specific

change to the marketing strartegy-

• R&D labs were engaged to improve the product taste and quality.

• The product line would be extended beyond single-serve offering

Krispy Natural Marketing Strategy

ProductIncrease Package size to multiple serving .Focusing on improving tasteKrispy Natural is made of wheat and other all natural ingredients The Pemberton R&D lab worked tirelessly to reformulate the productThe latest consumer taste test showed a 77%-92% positive purchase intent

Marketing

Distribution and PricingFocused on effective DSD distribution .Operational test in 2010 to analyze the distribution logistics.Company is still optimizing the system to account for the longer shelf life of crackers.

Krispy Natural sought a premium pricing strategy.Management felt pricing of approx.155% ,the category average cost per ounce ws reasonable considering the product superiorityOn “visual price” basis ,Krispy Natural would be on par with the competition.

Krispy Natural Sales Objectives

MARKET PLANS AND RESULTSIn sep. of 2011,Krispy Natural was officially launched in two test

market regionsIn columbus the krispy did not have any prior presence.so company was

able to access its ability to sell a completely new line of cracker products.

In southeast

Krispy was already established in the market .and the company was able to test its ability to reposition the product to a more premium offering .