Launching Krispy Naturals:

Cracking the Product Management Code

Suresh Malodia
Faculty - MICA
Product Management
Product management is an important organizational role. Product
managers are typically found at companies that are building products
or technology for customer or internal use. This role evolved from the
brand manager position that is often found at consumer packaged
goods companies.

The product manager is responsible for the strategy, roadmap, and

feature definition for that product or product line. The position may
also include marketing, forecasting, and profit and loss (P&L)
responsibilities.
Product vs. General Marketing Management
Case Problem
• “Failure” with krispy single serve (Exhibit 1)
• $121 m projected sales  56.9% realized
• Krispy Inc was acquired with high hopes
• Management was disappointed
• Extra-high expectations of Marne
• If krispy natural is anything less than a “blockbuster” --> Serious problem for
Fedrick
• How to manage “Boss’s” extra-high expectations
• Ability of Pemberton’s DSD system to handle addition of a block buster
Dilemma
• How to read test market data?
• Should Krispy Natural go NATIONAL?
• What should be the go to market strategy for Krispy Naturals?