Kraft

Case Analysis

Outline

1. What is Kraft Food

2. Dilemma

3. Competitor Analysis

4. Customer Analysis

i) Segmentation

ii) Customer motivation

5. Market Analysis:

i) Market Size

ii) Market profitability

iii) Distribution Systems

iv) Trends & Developments

v) Key Success Factors

6. Marketing Strategy

i) Product offering

ii) Distribution

iii) Advertising & promotion

7. Recommendations

8. References

about craft foods:

Kraft Foods Inc. (Kraft Foods) is principally engaged in manufacturing and marketing of packaged food and beverages including snacks, beverages, cheese, convenient meals and various packaged grocery products. The company’s major brands include Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Maxwell House coffee; Nabisco cookies and crackers; Oreo brand; Jacobs coffees; Milka chocolates; and LU biscuits. Kraft Foods operates in more than 70 countries and sells its products in over 150 countries.

Dilemma:

The product manager for coffee development at Kraft Canada must decide whether to introduce the company's new line of single-serve coffee pods or await results from the United States. Key strategic decisions include which target market to focus on and what value proposition to signal. Important questions are also raised as to how the new product should be branded, which flavors to offer, whether Kraft should use traditional distribution channels or direct-to-store delivery, and what forms of advertising and promotion to use.

Decision Statement: Should Kraft have waited to launch the coffee pod in Canada until the company received results from the U.S.? Since they did a simultaneous launch, how can Kraft foods alter their marketing strategy to increase sales of the coffee pod?

Competitor Analysis

We have 3 essential steps to analyze the competitors:

1. Step 1: Identifying...