Kraft Foods: the Coffee Pod Launch

Advertising and promotion strategy Since the company has limited budget for marketing and advertising ($1, 000,000), we recommend dividing this amount on the different media channels and use several ways to make sure that the awareness of the new products has been extended to the maximum possible targeted consumers. 1/Print Adverting:- Print Ad comparison – English language:- Total cost for printer – English language = $250500 Reader ship = 17684 Total cost per reader ship = 250500/17684 = $14.653 Print Ad comparison – French language Total cost for French language =$72700 Reader ship = 3067 Total cost per readership =$23.7 2/TV Sponsorship A/Total cost for giveaways = $5400 *Total audience size for Toronto* =33200 *Total cost per Toronto* audience *=$ 6.15* per viewer B/ total cost for giveaways = $5400 *Total audience size for Vancouver* = 32,100 Total cost per viewer = $5.94 *c/ total cost promotional costs *=$ 52300 3/ Television sponsorship campaigns Toronto& *Vancouver* audience A/Total cost for give way = $5400 *Total audience size for Toronto* =33200 *Total cost per Toronto* audience *=$ 6.15* per audience B/ total cost for give way = $5400 *Total audience size for Vancouver* = 32100 Total cost per audience = $5.94 *c/ total cost promotional costs *=$ 523003/ 4/ consumer show:- To reach consumer show in fall or spring? Two options:- Total cost for 10x30- foot booth= $485200 Total cost for 10x20 – foot booth= $361450 To reach =1.4 million attendee Total cost = $147377 5/Direct marketing:- Target existing Kraft customer thought a direct mail campaign. Total cost estimated of direct mail insert = $50,000 *SSP machines, the total cost for the web site, email campaign and give away estimated at = $*30.000 *Should Kraft Canada* proceed with a simultaneous launch? Reasons for launching: If Folgers gained dominant position in the