Partnership

interoffice memorandum

to: irene rosenfeld, ceo

FROM: MARKETING ANALYST

SUBJECT: MARKETING

DATE: 9/19/16

PROBLEM

Kraft Foods Canada is currently facing a problem with their Kraft singles, a processed cheese. Since the launce five decades ago, Kraft singles has become iconic within the baby boomer and generation X (gen x) population. However, with the recent growth in the millennial population, Kraft singles has fallen off. The millennials buying/eating habits differed from the baby boomers and generation Xers, caused the drop off. Furthermore, the market for unprocessed cheese has expanded and the processed cheese market has suffered. Kraft Foods Canada needs to revise their Kraft singles product and target the growing population, which is the millennials.

Challenge

Kraft Foods Canada biggest marketing challenge is finding a way to positon their product so that millennials residing in Canada are drawn to it. As of 2014, the Canadian workforce consisted of 36.8% millennials, 33.9% generation Xers, and 31.1% baby boomers (Chandrasekhar, 2016). The baby boomers and the generation Xers grew up with Kraft singles so they are familiar with the product. However, the millennials did not. The millennials are the biggest generation in the Canadian workforce. To market Kraft singles to the millennials, which is a new target market, Kraft Foods Canada needs a way to appeal to the millennial population.

Marketing Objectives

In order to achieve the goal of reaching the millennials, Kraft Foods Canada must conduct primary research. Understanding the buying habits and the reasoning behind the purchases can shed light on what attracts millennials. Once information is gathered, the objectives can be set. First, millennials are considered new costumers, which means they are not too familiar with the product. Second, brand awareness needs to be built up. A target market needs to be made aware of what the product is that you are selling. Third,...