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Case study 1. Case Study of Kraft Foods Canada. Business & Marketing
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CASE STUDY 1: KRAFT FOODS CANADA – TARGETING THE MILLENNIALS (page 15-26)
Prepare written responses to address the following questions:
• How should Kraft Canada make the brand messaging of Kraft Singles a compelling to Canadian millennial moms?
• What product innovations should the company bring to Kraft Singles, coinciding with the new messaging?
• How should Kraft Canada ensure that, in pursuing Canadian millennial moms, it will not alienate its traditional customer group – Canadian families?
• And, other questions posed and related to the case study as time permits
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Case Study of Kraft Foods Canada
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Case Study of Kraft Foods Canada
Making the messaging compelling to Canadian millennial moms
Millennial moms have access to information and the internet, making them creative. The brand should thus study the needs and wants of the target group so as to understand their expectations and demands. The messaging should thus be drafted in accordance to their expectations. The brand should also use social media, emails, and YouTube videos showing cooking for kids to market the product and make it more attractive to the millennial moms (Lee & Engelman, 2012). The videos should also show different recipes. Further, advertisement should focus on the nutritional values and their being a healthy choice and their contribution to the overall growth of the child.
Product Innovations for the Company to Make
The brand should avail delicious recipes that are easy to make to improve the perception of millennial moms towards the products (Krashinsky, 2018). The outer packaging should be innovative and attractive and the delicious recipes should be labeled on the package and all nutrition facts should be printed on the packaging to ...
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