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  • August 2015 (Revised March 2017)
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Planters Nuts

By: Robert J. Dolan and Donald K. Ngwe
  • Format:Print
  • | Language:English
  • | Pages:21
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Abstract

In 2012 Planters had about $1 billion in U.S. annual revenues, but had experienced declining unit sales and household penetration over the past six years. The snack nuts category was growing overall, but household spending was shifting away from peanuts, cashews, and mixed nuts—Planters' core business—to almonds and pistachios. A new brand management team for Planters had to develop a plan to reinvigorate the still largest brand in the category, and specifically to decide whether to focus on rebuilding its traditional product categories or on attempting to capitalize on the newer nut categories. Central to this process were questions of segmentation, targeting, and positioning.

Keywords

Product Marketing; Product Positioning; Marketing Strategy; Food and Beverage Industry

Citation

Dolan, Robert J., and Donald K. Ngwe. "Planters Nuts." Harvard Business School Case 516-004, August 2015. (Revised March 2017.)
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About The Author

Robert J. Dolan

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Related Work

    • August 2015 (Revised March 2017)
    • Faculty Research

    Planters Nuts (B): The Power of the Peanut

    By: Robert J. Dolan and Donald K. Ngwe
    • May 2016 (Revised October 2017)
    • Faculty Research

    Planters Nuts and Planters Nuts (B): The Power of the Peanut

    By: Robert J. Dolan and Donald Ngwe
    • August 2015 (Revised March 2017)
    • Faculty Research

    Planters Nuts

    By: Robert J. Dolan and Donald K. Ngwe
Related Work
  • Planters Nuts (B): The Power of the Peanut By: Robert J. Dolan and Donald K. Ngwe
  • Planters Nuts and Planters Nuts (B): The Power of the Peanut By: Robert J. Dolan and Donald Ngwe
  • Planters Nuts By: Robert J. Dolan and Donald K. Ngwe
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