Case Study

Topics: Nutrition, Marketing, Health Pages: 2 (687 words) Published: October 11, 2014
Case Analysis 1

For almost a centennial since 1914, the Tasty baking company has been producing about 5 million snacks (pies, cakes, cookies, doughnuts etc.) each day. The famous treat company hit an all time high in 2001 by grossing $166 Million dollars in sales, however since then, sales have been dormant. In 2003 dozens of other food companies in the industry launched hundreds of low-carb products onto their retailers' shelves knowing that this health food craze showed no signs of diminishing anytime soon. The, then new, CEO of Tastykake Charles Pizzi, made the decision to give the company a revamp in 2004, by announcing a ground-breaking new product line to be launch. The new innovative line would be focused towards the healthier, low fat, low sugar trend that came about in their industry. It would only make sense for the hundred year old company to keep up with the times/ trends.

In January of 2004, Tastykake acquired a 20 year marketing veteran from Campbell soup, Karen Schutz. She was immediately given the task of bringing their idea of a new healthy, low carb product line into an actuality. By the middle of the month, the manager of research, John, obtained the very first trial batch of their new low-carb snacks for a tasting with Schutz and her colleagues. The low-carb cookies were a hit, but the doughnuts just were not fancying their pallet. So back to the drawing board they went to brainstorm some other healthy snacks to introduce for the "greta" project.

The manager of research John, Sawicki, Karen Schutz, and staff from all areas of the Tastykake company worked together to improve not only the taste of their products, but their quality, ingredients, shape, toppings, and portion size. Just like Schutz stated "people eat with their eyes" Only a short four months later and Sensables was introduced to the decision makers of the Tasty Baking Company. The new no sugar, low-carb, and portioned controlled snack called...
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