Re-establishing a leading brand in what had become a commodity market. Market background and Kraft's main problem of profitability are summarised.
Agency: Foote Cone & Belding | Author: Dick Dodson |
Kraft Sausage Rolls: How Advertising Built a Brand Leader in a Commodity Market
INTRODUCTION
This case study demonstrates how television advertising for Kraft
Sausage Rolls enabled Kraft to:
- grow the total market for frozen sausage rolls;
- grow its brand share within this larger market;
- establish a significant price premium without share penalty.
In other words, to establish Kraft as a brand, with all the attendant
benefits, within a commodity market.
The resulting volume and price increased profitability and all
this was achieved through advertising...