Planters Nuts

Case Solution

Robert J. Dolan, Donald Ngwe
Harvard Business School ()

Planters had annual sales of about $ 1 billion in 2012, but have seen a decline in sales and home penetration in the last six years. The nuts category as a whole grew, but household spending shifted from peanuts, cashews and mixed nuts in Planters’ core business to almonds and pistachios. A new brand management team for Planters needed to come up with a plan to revitalize what remains the largest brand in the category, specifically deciding whether to focus on rebuilding its traditional product categories or trying to capitalize on the newer nut categories. At the center of this process were the issues of segmentation, targeting, and positioning.

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