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Launching
Krispy
Natural
Cracking the Product Management Cycle
The Situation
The Pemberton Footprint
US Cracker Industry•
•
•
•
75
9
96
1
Market ShareGeneral(All Other)
Saltines
Crackers with fillings
Graham crackers
Others
•
•
•
Krispy 2009 Sales Performance
Market & ConsumersBased upon the
PEPPERIDGE FARM
GOLDFISH (2010)
KELLOGS KEEBLER
TOWNHOUSE FLATBREAD
(2010 )
KRAFT’S NABISCO
WHEAT THINS FLATBREAD
(2009)
The Market Trend
Krispy Single Serve v/s Krispy Natural
Reinventing Product Strategy
•
•
Changing the Marketing Strategy
Improving the Distribution
Questions !!!
Question 1
Strengths Weaknesses
Opportunities Threats
Question 2
Sales Objectives !
The Outcomes !
All other Cracker Business(in Millions)
Estimated Dollar Shares of Market
Columbus Scenario(in billions)At 18 % Market share
Southeast Scenario(in billions)At 9 % Market share
At 14% market share
Interpreting Market Results !
The Recommendations
Competitive response to Frito-Lay
•
•
Go for National Rollout !!!
Key Indicators .
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