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Cracker Jack Study
Cracker Jack?Borden Foods is in the process of divesting of snack and non-food products in order to focus efforts and resources in growing their pasta and grain based meal segments. Borden management has also recognized the value and equity in the heritage Cracker Jack brand. The Cracker Jack brand currently (1996) sits in the number two position in terms of Ready-To-Eat (RTE) caramel popcorn product category market share with approximately $192 million in retail sales. With increased competition, Borden has unsuccessfully attempted to grow sales in the past five years, with the introduction of new flavor offerings. The Cracker Jack brand offerings is comprised of various packaging options, and maintains a hefty product line with 32 stock-keeping units (SKUs).Current Borden production facilities have only 32% of space allocated to Cracker Jack products, and operate at 33% of capacity. The sales and distribution methods have come under scrutiny by management as they involve large trade expenses and products are seemingly not readily available in desired locations including warehouse and grocery stores. Management also significantly reduced investment in advertising and promotion efforts since 1993, instead attempting to rely on the brand equity of the Cracker Jack name to bring in sales and maintain a premier pricing position.2. Why is Frito-Lay considering the purchase of Cracker Jack?Frito-Lay Company is considering the purchase of the Cracker Jack brand as a direct result of a new division in the company, New Ventures. This division has been directed to seek or create opportunities and products where the Frito-Lay Co. strengths can be capitalized and deliver consumer food solutions with a high impact.Frito-Lay currently is the market leader in salty snack food products and of the brands represented nine hold positions in the top ten
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