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 .