The Impact of Mobile on CPG CRM Strategy: A Kraft Canada Case Study
Diane Lee and Katrina Engelman
Abstract:
Kraft Foods has been a pioneer in the online and content publishing space, offering online branded content through its customer relationship management (CRM)—or as Kraft Foods defines it, consumer relationship marketing—activities since the 1990s, launching kraftcanada.comin 1997 and "what's cooking" and "qu'est-ce qui mijote" magazines in 2000. Kraft Canada has also had Facebook pages in French and English since 2009 and 2010, respectively, and a YouTube channel since 2011. It has expanded its platforms in mobile as...