Kraft Foods: Brand and Marketing Analysis

Running head: KRAFT FOODS: BRAND AND MARKETING ANALYSIS
KRAFT FOODS: BRAND AND MARKETING ANALYSIS
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Author Note

1KRAFT FOODS: BRAND AND MARKETING ANALYSIS
Table of Contents
Part A-..............................................................................................................................................2
Introduction..................................................................................................................................2
Brand Attributes...........................................................................................................................3
Company Positioning...................................................................................................................4
Brand equity estimation...............................................................................................................5
Description of the target market..................................................................................................7
Competitors, threats, outlook.......................................................................................................8
Sample marketing material..........................................................................................................9
Summary....................................................................................................................................10
Part B-............................................................................................................................................12
Objectives..................................................................................................................................12
Target market.............................................................................................................................12
Media selection and justification...............................................................................................13
Estimated costs of Media...........................................................................................................14
Campaign success criteria and measuring.................................................................................15
Bibliography..................................................................................................................................16
Appendix........................................................................................................................................18

2KRAFT FOODS: BRAND AND MARKETING ANALYSIS
Part A-
Introduction
The report is focused towards finding out the essential elements connected with the brand
Kraft Foods. The various aspects that are related to the functional dimensions of the organization
is assessed through the report. Kraft foods groups incorporated is a manufacturing and
processing company specializing in groceries located in Chicago, USA. The company is a part of
the larger Kraft Heinz organization. Kraft was initially established as a cheese-delivery business
in 1903 by James Kraft. The restructuring of the company was done in 2012. In 2015, the
company merged with Heinz, owned by Berkshire Hathaway and 3G capital1. It is currently the
fifth largest company considering food and beverages. The company has a current revenue of
18.2 billion dollars. The company has performed significantly well in the food and beverages
market and has worldwide presence. The CEO of the company is John Cahill.
Kraft Foods filed a registration form in 2012 to split into two companies that were
publicly traded. The business of the company was focused towards the grocery business of North
America. October of the same year Kraft Foods Inc. was created as a new company. The merger
with Heinz happened in 2015 and the company’s shares rose by 17% after just the announcement
of the merger2. The company has since witnessed steady growth in the industry. The company is
a well-known brand in the food market.
Brand Attributes
The motto of the company is “Brands people love” and the logo is Kraft written in red
text and enclosed within a blue somewhat oval shaped box.
1 The Kraft Heinz Company. (2019). Retrieved from http://www.kraftheinzcompany.com/
2 The Kraft Heinz Company. (2019). Retrieved from http://www.kraftheinzcompany.com/

3KRAFT FOODS: BRAND AND MARKETING ANALYSIS
The slogan of the brand is focused towards providing the customers with a large number
of healthy products. Like the parent organization Kraft Heinz, the company also focuses on the
element of environmental values. The designing of the products need to be done in accordance of
the benefits that companies want to provide to its customers. The brand takes into account
customer satisfaction as the top priority while the various marketing and brand promotion
activities. The company is focused towards using more environment friendly and organic
factories for enhancing their productive functions. The brand focuses on reaching out to more
health conscious consumers through their products. Kraft Foods is known to provide products
such as A.1. Sauce, Claussen pickles, Boca Burgers, Jell-O, Gevalia, Grey Poupon, Lunchables,
Complan, Heinz, etc.
The value system of the company is focused towards taking more environment friendly
initiatives concerning both the production process and the CSR initiatives. The values of large
companies in the present corporate situation is more inclined towards environment and
sustainability. Likewise Kraft Foods as a brand is always focused towards improving its
performance in the environment field. The company has added a slogan, “growing a better
world” to focus more towards environmental sustainability. Moreover, the company is also
providing much emphasis on safer, more inclusive and happier workplace for its employees. The
environmental values of the company focus on reduction of gas emissions, reduction of energy
consumption and reduction of water wastage. Concerning the customers, the company is always
focused to provide the value of homemade taste.
Company Positioning
It becomes much important that a company like Kraft Foods significantly consider the
environment around them for the development of strategies that can address the factors that