Marketing Plan for Kraft Foods
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Kraft Foods is a global leader in branded foods and beverages, bringing in 2004 net revenues of over $32 billion. With over 100 years in business, Kraft has grown to become the largest food and beverage company headquartered in North America and second largest in the world, marketing many popular brands in more than 155 countries. Kraft Foods operates Kraft Foods North America and Kraft Foods International. Kraft Foods North AmericaÆs business includes the worldÆs largest cheese brand (Kraft) and the planetÆs largest cookie and cracker business (Nabisco). KraftÆs brand portfolio includes more than 50 $100 million brands and five one billion dollar brands. Some of KraftÆs other brands include Oscar Mayer meats, Philadelphia cream cheese, Maxwell House coffee, Oreo cookies, Ritz crackers, and Post cereals (Corporate Fact Sheet). Approximately 85% of Kraft is owned by Altria (Kraft Foods Inc. Company Profile). Its seven business segments include: U.S. beverages; U.S. cheese, Canada and North America Foodservice; U.S. convenient meals (including pizza, meats, and meals); U.S. grocery (including desserts and enhancers); U.S. snacks and cereals (including biscuits, salted snacks, and cereals); Europe, Middle East & Africa (EMEA); and Latin America & Asia Pacific (LAAP). KraftÆs vision is ôHelping people around the world eat and live betterö (Corporate Fact Sheet).Kraft does business according to seven primary corporate strategies: Build superior consumer brand value ù De
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ed fresh mango and red onion, a squeeze of lime juice, and some jalape±o pepper, it can be served with tortilla chips or potato chips as a mango salsa.
Kraft is a world leader in marketing its products and has developed exceptionally strong brand identity for them. Everyone knows what Oreo cookies are, and most people can hum the jingle. KraftÆs marketing organization is divided into category business teams that are accountable for all aspects of the brands in their category. These teams work to ensure the continued success of their brand by developing new product ideas, running profit & loss reports, and developing advertising concepts that promote their products. Kraft recognizes the importance of marketing and states ôMarketing is whatáwe do best at Kraft and developing strong marketing leaders is what we pride ourselves on.ö (Careers at Kraft: Marketing).
A SWOTT analysis on the Mango Marinade shows that it is positioned to be a successful product. Its strengths are that it can be both part of the traditional, successful A-1 marinade family but also a ônew kidö that has a unique flavor twist and additional uses not suitable for the old marinades. Another strength is the current increasing popularity of mango in recipes
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Some common words found in the essay are:
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Approximate Word count = 1411
Approximate Pages = 6 (250 words per page)
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