Marketing Decisions

Running head: MARKETING DECISIONS
Marketing decisions
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1MARKETING DECISIONS
Question: 1
In making the brand messaging compelling to the millennial moms, it is recommended
that Kraft singles should target the convenience and health. This is due to the reason that
according to the survey results stated in the case study, it is identified that millennial are more
attracted towards achieving conveniences over others. In addition, they are also having
preferences for the healthier product with low process forms and fresh. Moreover, it is also stated
that the majority of the millennial moms are more aligned towards using smartphone and online
content (Fenich et al., 2014). This is also denoting that they are more concentrated towards
gaining conveniences in services. Thus, positioning the Kraft singles as a convenient option for
the millennial moms in terms of preparing food along with being a healthier option will help to
pose a compelling statement to the target customer segments (Eastman, Iyer & Thomas, 2013).
Millennial moms will find it easy in preparing their food in less time and ingredients with the
help of Kraft singles and it will also influence their loyalty in the long term. The market
positioning of Kraft singles should be based on healthy benefits and convenience.
Question: 2
The result of the prior launches of Kraft such as Mio is positive considering the fact that
it shows increase by 350 percent of sales within the first year of introduction. However, from the
analysis of the launch process of Mio, it is identified that convenience factor of the target male
customers is given the most concentration. This is due to the fact that in the case study it is stated
that the positioning of the Mio in terms of various flavors, mess free package and convenient
sizing helped in targeting the busy millennial. Thus, in the case Kraft singles, packaging should
also be given major focus (Serazio, 2015). This will ensure that not only from the core product

2MARKETING DECISIONS
variables but the millennial moms will gain convenience from the external factors of it also. On
the other hand, it is also identified that Kraft leveraged on the emotional selling proposition in
selling their peanut butter to the millennial moms by associating the years of trust of their
previous generation with this product. Thus, in the case of Kraft singles also, this emotional
attachment will be productive due to the reason that Kraft singles cheese is there in the market
from many and previous generations are more associated with this brand. Hence, the millennial
moms can be communicated about the how their previous generations had trust in using Kraft
singles and thus it is not applicable and suitable for their use also (Farrell & Hurt, 2014).
Question: 3
It is identified that Kraft foods are available in different supermarket chains, wholesalers,
supercenters, convenience stores, value stores and drug stores. Thus, in terms of the offline
stores, penetration is higher with number of touch points. Moreover, it should be noted that
higher offline market penetration will also help Kraft singles in getting the accurate real time
data from the customers (McDonald, 2015). However, on the other hand, online presence is also
important due to the reason that millennial moms will be targeted and they can be catered
effectively by offering convenience. Hence, it can be concluded that lack of online channels will
affect the messaging intensity of Kraft singles and it will also contradiction with their proposed
messaging approach. This is due to the reason that on one side, Kraft singles will be positioned
on the basis of convenience and on the other hand, online facilities will not be available to the
targeted customers.