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Launching Krispy Natural: Cracking the Product Management Co
Transcript of Launching Krispy Natural: Cracking the Product Management Co
Key Strategic Priorities of Pemperton
Building a collection of
attractive and durable brands
marketing, sales and DSD
systems to increase revenue and profits
Building or acquiring
capabilities in salty snack categories
Problem of the case
Attractive and durable brands
Marketed as mobile
"Grab and Go"
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
Marketing, sales and DSD systems
High desire for healthy products
Regular and frequent demand
74% consume crackers at a regular basis
34% consume crackers as a part of regular weekly diet
(KraftFood, Kellogg Co, Pepperidge Farm)
(Columbus, Ohio, Southwest)
Heavy advertising and promotion
DSD (direct store delivery)
greater control of shelf space
Quicker turnover of products
Capabilities in salty snack categories
Partial competitors analysis