Kraft Singles Case Study: Marketing Decisions for Millennial Moms

This case study examines the marketing decisions Kraft Foods Canada needs to make to successfully target millennial moms with its Kraft Singles brand. The analysis addresses five key questions: how to make brand messaging compelling, how to leverage past product launches, how to optimize customer touchpoints, what product innovations to introduce, and how to avoid alienating the traditional customer base. The solution emphasizes the importance of positioning Kraft Singles as a convenient and healthy option, leveraging emotional connections with previous generations, and maintaining a strong online presence. Recommendations include innovative packaging, product quality improvements, and an omni-channel approach to promotion, including flavor diversification to cater to both millennial and traditional customers. The analysis highlights the need to balance appealing to a new demographic while retaining the loyalty of existing customers.

Running head: MARKETING DECISIONS
Marketing decisions
Name of the student
Name of the university
Author note

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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

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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.

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Question: 4
One of the major innovations that are recommended for Kraft Canada is in terms of
packaging. This is due to the reason that packaging holds an important role in determining the
preferences of the customers. In the case of Kraft singles, it is recommended that they should
come up with low cost packaging that can prevent the degradation of quality of the cheese for
longer period. Initiation of the low cost packaging material will help Kraft singles in offering in
competitive price in the market. On the other hand, if the packaging materials can be made for
long purpose usage, then it will also help in increasing the validity of the products, which will
further contribute in enhancing the customer conveniences (Valentine & Powers, 2013). It is also
recommended that innovation should also be initiated on the basis of product quality by
increasing the nutritional value and lasting validity without using the artificial preservatives. This
is also important due to the reason that majority of the food products in the current time are
added with artificial preservatives for increasing their lasting period. However, the millennial
from Canada are strictly against the usage of preservatives. Thus, Kraft singles should have the
innovative approach in maintaining the longer lasting period of the cheese without using the
artificial preservatives.
Question: 5
Traditional customer groups still hold more than 70 percent of the market of Kraft singles
and thus they cannot be alienated due to the increasing focus on millennial. Thus, it is important
for them to ensure that their traditional customer base is not getting alienated. It is recommended
that product diversity in terms of flavors should be maintained in order to cater both the target
segments (Ogebeide et al., 2013). This is due to the reason that with the help of the various

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flavors, taste and preference patterns of both the segments can be targeted. For instance, jalapeno
cheese flavor will be more targeted towards the millennial and existing flavor is for the
traditional customers. This will ensure that expectations of both the segments will be fulfilled
and no one will be alienated. Moreover, it is also recommended that Kraft Canada should have
the Omni Channel approach of promotion in communicating with their target customer segments
(Fuentes Fernandez, Vriesekoop & Urbano, 2017). With the help of the Omni Channel
promotional channels, both online and offline mediums will be leveraged. Promotion through
online mediums will help Kraft to cater to the millennial due to their time being majorly spent in
online sources and offline mediums will continue to cater to the traditional customer bases.

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Reference
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Serazio, M. (2015). Selling (digital) millennials: The social construction and technological bias
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