Kraft Macaroni and Cheese VS generic brand

Topics: Brand, Brand management, Cheese Pages: 6 (1410 words) Published: May 14, 2014
Justin Damato
4/23/14
Micro Econ Writing Project

Kraft Macaroni and Cheese Vs. Generic Brand

Everyone has his or her own personal preference towards buying generic or name brand products. When shopping in a grocery store does the type of pasta really matter to you? How about the type of macaroni and cheese you reach for? Same ingredients, same directions on how to mix and stir up the final manufactured goods but is it really the “same”. To a lot of people it might not make a difference, but like me, a lot of people prefer spending the extra 50 cents on a box of “Kraft Macaroni and Cheese” and it’s worth every penny.

Is it the taste that you are paying for? Or maybe it’s the quality of the product that you’re basing it off of? In today’s world buying a name brand product is like a social symbol. To some it might be because they have been buying the product so long they don’t want to change their ways and switch to something new. Others might think that since it is a name brand product the quality is better and it is worth paying for the name brand. Any way you look at it, this company has done an incredible job capturing your attention. Kraft has spent a lot of money, time and effort in promoting its slogan “Kraft Macaroni and Cheese.” Everyone has seen at least one commercial. Its yellow cheese and creamy layers catch the customer’s attention as a delicious meal for either yourself or your family.

Targeting different groups, Kraft has tried many different approaches when it comes to targeting the consumer. As a young kid I remember seeing commercials and signs in the grocery store with a yellow dinosaur sliding down a mountain of cheese. Then they changed it to shapes and different characters you see on TV such as SpongeBob, Ninja Turtles, and princesses for young girls, all tactics that have worked over the years. These are all reasons why I have continued to buy Kraft instead of a cheaper store brand; because growing up, this company has promoted its product so well that in my head nothing else is better.

Consumer demand measures the desire for a good or service based on its availability. Kraft Macaroni and Cheese is everywhere. Originally introduced to the United States in 1937, macaroni and cheese was only 19 cents and sold in grocery stores. In today’s market you can find Kraft at a gas station in the middle of the woods up in Northern Maine. About three years ago, my buddy and I got lost snowmobiling and needed something to eat and gas to fill up. Luckily the trail led to this old run down gas station with one pump and the bare essentials needed in the store, one of them being Kraft Macaroni and Cheese. This goes beyond the definition of consumer demand and its availability to the public.

In today’s market Kraft has managed to keep the same blue box that catches everyone’s eye. Maintaining the same color coordination and creamy pasta look on the front of the box is a great long run and thought out tactic when it come to promoting their product. Recently the company has taken action in healthy eating and has added cauliflower purée to their new variety of macaroni and cheese. They call their new pasta Veggie Pasta. It comes in two different flavors, Three Cheese and Original so now picky eaters can have a choice. The company is approaching this situation a little differently allowing the cauliflower to be baked into the pasta, which makes it almost impossible to even taste. Not knowing if this product will end up being a short run or long run product, they take into consideration what the public already enjoys about their product that is out there. To maximize their profits, Kraft uses the same blue box but just a few shades lighter. Now the public can recognize that it is still the Kraft brand but “NEW” Macaroni and cheese with a healthy kick.

Every company is trying to achieve a goal of producing a given output quantity at minimal cost. When talking about Kraft I would...
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