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  • May 2013
  • Case
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Launching Krispy Natural: Cracking the Product Management Code

By: Frank V. Cespedes and Heather Beckham
  • Format:Print
  • | Language:English
  • | Pages:11
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Abstract

Pemberton Products is a U.S. market leader in the cookie and bakery snacks segment of the sweet snack market. Looking to expand into the salty snack market, the company acquires Krispy Inc., a maker of salty snack crackers located in the southeastern U.S. To compete with premium cracker brands, Pemberton plans to reformulate and re-launch the Krispy brand as "Krispy Natural," which offers natural ingredients, improved taste, and revised packaging. Market tests in Columbus, Ohio show market share results that are double the company projections while results in 3 cities in the southeastern U.S. fall well below expectations. The marketing director must interpret the market test results, consider possible competitive responses to the new brand, and present his recommendation for a national rollout to the VP of sales and marketing.

Keywords

Analytics and Data Science; Competition; Organizational Culture; Management Teams; Brands and Branding; Expansion; Marketing Strategy; Product Launch; Acquisition; Food and Beverage Industry; Ohio; United States

Citation

Cespedes, Frank V., and Heather Beckham. "Launching Krispy Natural: Cracking the Product Management Code." Harvard Business School Brief Case 913-574, May 2013.
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About The Author

Frank V. Cespedes

Entrepreneurial Management
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Related Work

    • May 2013
    • Faculty Research

    Launching Krispy Natural: Cracking the Product Management Code (Brief Case)

    By: Frank V. Cespedes and Heather Beckham
    • May 2013
    • Faculty Research

    Launching Krispy Natural: Cracking the Product Management Code, Spreadsheet for Students (Brief Case)

    By: Frank V. Cespedes and Heather Beckham
    • May 2013
    • Faculty Research

    Launching Krispy Natural: Cracking the Product Management Code, Spreadsheet for Instructors (Brief Case)

    By: Frank V. Cespedes and Heather Beckham
Related Work
  • Launching Krispy Natural: Cracking the Product Management Code (Brief Case) By: Frank V. Cespedes and Heather Beckham
  • Launching Krispy Natural: Cracking the Product Management Code, Spreadsheet for Students (Brief Case) By: Frank V. Cespedes and Heather Beckham
  • Launching Krispy Natural: Cracking the Product Management Code, Spreadsheet for Instructors (Brief Case) By: Frank V. Cespedes and Heather Beckham
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