Kraft Foods Marketing Strategy
Eartha J. Degannes
American Public University System
Kraft foods began their journey in1903 when James Lewis (J.L.) Kraft sold cheese off a rented wagon (Kraft, n.d., p. 1). Kraft Foods have come a long way since 1903 to becoming a multi-billion dollar food and beverage company. They currently produce and sell their products under 51 different brands. Of the 51 different brands 11 are well known around the world: Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia and Trident Kraft Foods – Fact sheet, 2010).
The first page of the site was very lifeless and unimpressive for such a large and established business. If I did not have to go into the site I would have gone to a next site. But passing up on this site I would have missed its hidden value. Once I clicked on the sandwich a very flavorful and creative page came up with a transitioning slide show of different dish and a link that will show the viewer how to make the dish or a copy of the recipe. There is an area on the page that allows the viewer to type in their ingredients and the site will furnish a meal of your choice whether it’s the main dish, appetizer, beverage, bread, breakfast/brunch, dessert, salads and sides, sandwiches, or soup and stew. As I scrolled down the first page to the “Kraft Kitchen Daily Picks” viewers can see the dessert pick of the day for three days. Clicking on each daily pick takes the viewer to a page that provides a multitude of information from the step by step recipe to the nutritional value of the dessert, along with honest reviews and ratings.
There are several other picture links to recipes and products. Every recipe lists the need to use one of Kraft Foods product. This is a great marketing strategy that target busy moms and working parents whose job is to create a meal their family will enjoy. There are several thirty...
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