Published by MBA Skool Team, Last Updated: February 26, 2019
Marketing Strategy of Kraft Foods analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Kraft Foods marketing mix, help the brand succeed in the market.
Kraft Foods marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Kraft Foods Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Kraft Foods marketing strategy can be explained as follows:
Kraft Foods is one of the world’s leading food manufacturing companies. The Kraft Foods company makes consumer usage products which comprises of the following diverse marketing mix product portfolio:
1) Meals and side dishes- Stove Top, Lunchables, Boca Meatless Foods, etc.
2) Dairy and cheese products- Velveeta, Athens, Knudsen, Cheez Whiz, Kraft Fresh Take, etc.
3) Deli meat, beacon and hot dogs
4) Cooking/ baking goods and desserts- Jet-Puffed, Kraft Caramels, etc.
5) Dressings, sauces and condiments- Kraft Mayo, Miracle Whip, etc.
7) Beverages- Yuban, Tashimo, Crystal Light, etc.
It deals, in a nut shell, in processing and manufacturing of food items. Kraft Foods focused on dealing with grocery products, international snack and confectionary items.
Kraft Foods Price/Pricing Strategy:
Below is the pricing strategy in Kraft Foods marketing strategy:
Kraft Foods has adopted reasonable pricing policy because it caters to those which are price conscious.
It does so also to gain competitive advantage by making the product pocket friendly which results in greater sales figure. It keeps the price within a particular decided range only to gain an edge over its competitors. Being a global brand, Kraft Foods’ pricing strategy also depends upon market conditions and competition.
Following is the distribution strategy in the Kraft Foods marketing mix:
Kraft Foods has its presence in most parts of US. Its international presence accounts for 170 countries like India, Germany, etc. It has wide distribution network as well and includes intermediaries as well like distributors, retailers and consumers via convenience stores, supermarkets, etc. Adding to this, it has for its brands personalised distribution network.
With the growth in e-commerce Kraft Foods’ products are now available at even doorsteps through online orders.
Kraft Foods Promotion & Advertising Strategy:
The promotional and advertising strategy in the Kraft Foods marketing strategy is as follows:
Kraft Foods for promotion has adopted intensive promotional plans for its product and brands. It distributes circulars, advertises nationally via radios and newspapers. It uses content marketing technique in its recipes found on the company’s website. The company creates positive association with the brand by letting its users take create a large portion of content and the hints are dropped to aid them. As opposed to this strategy, Kraft Foods also uses direct marketing strategy. In addition to this, it advertises heavily on social media platforms and has associated itself with several sports and events to create awareness among its consumers. This completes the marketing mix of Kraft Foods.
About Kraft Foods:
Kraft Foods Group Inc. is associated with food processing industry founded 6 years ago and is headquartered in Chicago, Illinois since it is an American company.
In 2012, It was given a new name of Mondelez International. Currently Kraft Foods is a part of the Kraft Heinz Company, post its merger.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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