Professional Documents
Culture Documents
Candler Enterprises:
A multinational beverage and snack
goods manufacturer
• Product
• Marketing
• Distribution
• Pricing
Pemberton as a
market leader of
sweet snack market
Direct Store Delivery (DSD)
• Products were delivered directly to retail
outlets, bypassing retailer’s warehouses and
distribution centers
• DSD representatives delivered products from
company distribution centers to the retail
stores and performed critical merchandising
functions
• DSD maximized sales and profit growth
through greater control of shelf space, more
accurate forecasting, reduced stock-outs, and
quicker turnover of products
Company’s Driving Force –
Cultural Innovation
• Key strategic priorities for the
company:
– Building a collection of attractive,
durable brands
– Leveraging, leading, marketing, sales
and DSD systems to increase revenue
and profits
– Building or acquiring capabilities in
salty snack categories
Present Status of US Cracker Industry
Manufacturer sales of "All Other" Crackers
2009% Share 2010%
Share
Kraft 37.8% 37.0%
Kellogg 28.9% 28.1%
Pepperidge Farm (Goldfish) 13.9% 14.2%
Private Label 4.6% 4.8%
Other 14.8% 16.0%
Krispy 2009
Crisis
SURVEY RESULTS
2009 Krispy Single-Serve Sales Performance vs. Plan ($ millions)
PRICING
• Premium pricing strategy
• Retail price same as other brands
but with smaller quantity
• Brand positioning
In 2011, Krispy Natural was launched in two test
regions: Columbus and Ohio and three cities of
Southeastern United States.
Marketing Strategies in the two regions
Columbus (Krispy brand did not have a prior presence)
• Separate DSD representatives for Columbus other
than traditional DSD route delivery called “Krispy
Force”
• “Krispy Force” reps worked with Pemberton regional
and district sales managers and focused solely on
selling the new Krispy Natural product line
Advertising and Promotion of the product was same in both the regions
Product Testing Summary
Positive Purchase Intent % Test
at
preferred
ste of
(Definitely or Probably Would Buy) Krispy Na
ver
leadin
and
rackers with Filling
hite Cheddar 92% 78
moked Gouda 77% 65
hipotle Cheddar 78% 64
reamy Swiss 80% 72
omato Basil 85% 75
egetable Herb 77% 50
at Crackers
moked Cheddar 81% 61
undried Tomato 80% 58
racked Pepper & Olive Oil 80% 55
oasted Garlic 81% 59
Krispy Natural Test Market Result Highlights
Store/Display Penetration
% Store Count(a) % of Stores with
% of Stores with
Gondola
Placement(b) End Aisle Display(c)
Columbus 94% 9%
14%
Southeast 85% 12%
10%
(b) Percent of stores that placed product on gondolas, which are merchandise
display shelves; Provides indication of shelf presence and impact.
(c) Percent of stores that placed product on end aisle displays, which are point-of-
purchase displays located at the end of a row
of shelving. A manufacturer can realize significant incremental volume from this
display activity.
Estimated Dollar Shares of Market
Columbus Southeast
Pretest Market Post Pretest Market Post
Kraft 40% 33% 34% 32%
Kellogg 25% 22% 23% 22%
Pepperidge Farm 11% 10% 10% 10%
Krispy 0% 18% 9% 0%
Results
Columbus
• Columbus achieved 18% share, doubling the share
target
• This was derived by stealing shares from the
competitors
• Category volume had increased by 30%
Southeast
• Result was not impressive showing only 1 %
increase in market share
• There was little category expansion
Reasons for contradictory Results
• Actual shelf space and display activity was below what
the team expected due to low introductory trade
discount of 15%
• Krispy already had a foothold in Southeast which led to
a bad prior experience for the retailers leading to low
display activity
• The number of stores in which the product line was
found in distribution were less in Southeast due to bad
brand image of Krispy from the year 2009
• As seen from Exhibit 5, the end aisle display in the
stores was low that lead to low incremental volume
Summary Analysis of test results
• According to the test results, it was clear that the
quality of the new product is being appreciated by
everyone as is seen from the market share results of
Columbus
• However, it also emphasizes on the difficulty of
reestablishing the product in a city which already had a
foothold of the brand
• Display activity of the stores plays a huge role in
increasing the market share of the product
• Trade promotions, allowances, discount are very
important for the display activity even if the trade is
receptive to the new product.
3
Interpretation of test results
Marne -
“Brandon, I looked over the preliminary test market data for
Krispy Natural and I see we have something really special.
I think we can blow the original forecasts of $500 million out
of the water. If we do it right, we should easily exceed those
projections—I see no reason why we can’t double them”