Kraft Foods Marketing Plan

Kraft Foods Marketing Plan

Team D

Craig Bishop, Sarah Houle, Veronica Rogers, Jamie Turner and Serena Weems

Marketing/MKT421

March 28, 2011

Instructor Creig Foster

Marketing Plan

Kraft Foods Overview

Kraft Foods is the number one food company in the United States and the second largest food company in the world. Kraft's beginnings date back to 1903 in Chicago as a wholesale cheese business delivering its products with a rented horse and wagon. Presently headquartered in Northfield, Illinois, Kraft Foods specializes in manufacturing products such as beverages, dairy foods, snacks, candies, and convenience foods. Some of their products include popular brands such as Miracle Whip, Planters, Jell-O, Kool-Aid, and Kraft Macaroni and Cheese. Additionally, Kraft's $19 billion dollar merger with Cadbury in 2010 transformed them into the largest confectionery company in the world acquiring such brands as Cadbury Chocolate, Certs, Dentyne, Mentos, and Halls Medicine.

Kraft Foods boasts annual revenues of more than $48 billion dollars. Kraft ranks number 123 in Financial Times Global 500 and number 53 in Fortune 500 (Hoover's, 2011). Over half of Kraft's global revenue is generated from snacks and other confectionaries. Brands such as Cadbury, Maxwell House, Nabisco, Oscar Mayer, Trident, and Philadelphia generate revenues exceeding $1 billion dollars. An additional 70 brands brings in more than $100 million dollars. Out of all of the hundreds of products that Kraft manufactures, more than 40 of these brands are at least 100 years old.

In the 1920's, Kraft expanded its business outside of the United States. The company is currently present in 170 countries with locations in Asia, Africa, Latin America, Europe, and the Middle East. Kraft has about 127,000 employees worldwide, with 10 different nationalities represented within some of its top 30 leaders. This diverse representation has enabled the company to become a founding member of the International Food & Beverage Alliance. Additionally, Kraft Foods is also one of four founding partners in Project Laser Beam which is a collaborative initiative with the World Food Programme and the Global Alliance. The vision for Project Laser Beam is to eradicate child hunger and malnutrition by globally addressing its underlying social and economic causes.

Dye Free Kool-Aid

Our Vision...

"Helping People Around the World Eat and Live Better" (Kraft Foods, 2011)

Kraft offers a selection