Kraft Group Id Gum Product Report - Marketing Report

KRAFT Group Report
Report on the appropriateness of iD gum for teen market
Chandra, Hafizhah

Executive Summary

The purpose of this report was to evaluate the appropriateness of the recently launched iD gum brand for its targeted market, teenagers and young adults. Research for this report included reviews of several marketing literature from journals and books, study of relevant psychological issues for the product and its target market, and several statistical data related to the target market.
It was revealed that the target market mainly consumes sugarless gum and its main motivation for purchasing is for functional purposes, while fun comes second. The major findings indicate that the product is very much dedicated for teen market. Starting from its core, actual product, augmented level, branding until packaging. To deliver all these features to the consumers, iD gum has set an appropriate arrangement on its marketing mix.
While it is quite clear that iD gum is, to some extent, suitable for teen market, this report recommends ways for iD gum to improve its weaknesses in terms of region coverage, choice of flavors and brand loyalty.

Table of Contents

Contents
Executive Summary 2
Table of Contents 3
Introduction 4
Industry Overview 4
Gum Market 4
Mondelez International’s Environmental Factors 5
Product Overview 5 iD Gum: 3 Level of Product Analysis 6
Core 6
Augmented 6
Actual 6
Actual – in detail 7
Branding 8 iD Gum Brand Analysis 8
Packaging 9
Labelling 10
Target Market 11
Consumption Trend 11
Consumption Occasion 11
Motivations 12
Flavor Preference 12
Analysis 13
Evaluation 13
Product 14
Price 14
Promotion 14
Place 15
SWOT Analysis 15
Recommendations 16
Bibliography 17

Introduction
Kraft Group is a large, global snacks business, owning most of world’s well-known groceries and confectionery brands namely Kraft cheeses, Cadbury and Trident gum. Kraft’s early year begin with J.L Kraft establishing a wholesale

Bibliography: Aaker, D.A. (1996). Building Strong Brands. New York, United States: The Free Press Alexandra, B., E Allen, A.P., & Smith, A. P. (2011). A Review of the Evidence that Chewing Gum Affects Stress, Allertness and Cognition. Journal of Behavioural and Neuroscience Research, 9(1), 7-23. Retrieved from http://psych.cf.ac.uk Ashley Chawla, S., & Thakur, M. (2013). Overview of Mint (Mentha L.) as a Promising Health-Promoting Herb. International Journal of Pharmaceutical Research and Development, 5(6), 73-80. Retrieved from http://www.ijprd.com Culliney, K Del Campo, D.S. (2012). Understanding Teens (Research Paper). New Mexico, United State: New Mexico State University Facebook (2013) Gierveld, H. (2002). A Conceptual Analysis of Functions, Processes, and Products in the Scholarly Communication Chain. Berlin, German: Delft University Goi, C.L Goncalves, R.P. (2008). Consumer Behaviour: Product Characteristics and Quality Perception. Retrieved from Munich Personal RePEc Archive: http://mpra.ub.uni-muenchen.de/11142/1/MPRA_paper_11142.pdf Hestad, M iD Gum. (2013). iD ArtCade | App Support. Retrieved on August 28, 2013, from http://www.idgum.com/appsupport/ iSpot Jenn. (2012, November 25). T-Rex and V-Necks Only On #iDGum. Retrieved August 28, 2013, from http://simplyshawnnjenn.com/tag/id-gum Jennifer Kotler, P., & Armstrong, G. (2010). Marketing (8th ed.). Australia: Pearson Education, Inc. Landor Associates (2012). iD Gum Targets Teens With Packaging Designs. Retrieved August 28, 2013, from http://landor.com/#!/about/news/press-releases/id-gum-targets-teens-with-packaging-design/ Margaret (2012, October 8) McMains, A. (2012, September 21). Fast Chat: Kraft’s Bough on iD Gums’ Deal with MTV Brand follows Pepsi in use of multi-screen tech. AdWeek. Retrieved from http://www.adweek.com Mininni, T Mondelez International. (2013, July 22). Mondelez International Fact Sheet. Retrieved from http://www.mondelezinternational.com/SiteCollectionDocuments/pdf/mondelez_intl_fact_sheet.pdf mySupermarket Limited (2005-2013) n.a. (2013, April). Investment Thesis: Mondelez. Parnassus Digest. Retrieved from www.parnassus.com NCA Oliver, N. (2012, October 2). Mondelez will struggle to topple Mars in China and Russia – analyst. Confectionery news.com. Retrieved from http://www.confectionerynews.com/Markets/Mondelez-will-struggle-to-topple-Mars-in-China-and-Russia-analyst Pierce, L Schmitt, B., & Simonson, A. (1997). Marketing Aesthetics: The Strategic Management of Brands, Identity and Image. New York, United States: The Free Press Sebastian, J VNU EE. (2013). Gum Pack is Magnetic. AIPIA. Retrieved from http://www.aip-worldcongress.org Williams, K.C., & Page, R.A Youtube. (2012, September 17). iD Gum “Bald Eagle” [Video File]. Retrieved from http://www.youtube.com/watch?v=t68MYEXwsk0