Subject Index
 

This Company Profile provides key details and analysis of Kraft Foods, including its latest activities, market position, financial performance, Brands, structure and history, together with onward link ...

Kraft’s General Foods International Coffee, a range of instant flavoured coffee was facing increased competition from rival brands and from coffee shops such as Starbucks. To build brand awareness, i ...

In 1995, Kraft introduced the first frozen pizza with a fresh-frozen, not precooked, crust. Positioned as a frozen product that was as good as those delivered by your favourite pizzeria, in its first ...

Post Healthy Classics (PHC) - a trademark comprising Shredded Wheat, Grape-Nuts, and Raisin Bran - reversed double-digit sales declines to post 9% growth. It achieved this turnaround by marrying a cor ...

On the basis of a program instituted by Kraft Food to better understand consumer motivations, Kraft Foods Iberia conducted a survey for one of their core categories and main brands. Through buying beh ...

This paper reviews an analysis done on a billboard and radio advertising campaign in the fast moving consumer goods industry. The analysis uses multivariate regression to quantify the Return On Invest ...

In 1997, confectionary brand, Terry’s Chocolate Orange, was struggling. Consumers thought of it as a gift item and the company needed to extend the brand. A range of new products were introduced inclu ...

During 1990-93, cheese spread market volume declined by 18%, while snacks sales soared by 29% to £500 million (approx $989 million at 2008 rates) as more than three quarters of children were having a ...

In early 2000, the author, an executive from Kraft Foods, looks at the challenges and opportunities for advertisers facing a 'media and consumer revolution' in the USA. She identifies a number of iss ...

The author outlines the background to the Kraft Foods Equity initiative, an integrated marketing programme linking together all Kraft's major brands in the USA. This was rooted in changing consumer v ...

Describes how Miracle Whip uses direct mail to target heavy brand users, and how research helps.

This 1998 DMA ECHO entry was created by FCB Direct for Kraft Foods, Inc. For the past 20 years, Kraft's Gevalia Kaffe has established its niche as a mail order specialty product. While Gevalia's growt ...

A hypothetical Kraft Foods business has been using a strategic framework that classifies buyers in terms of their brand usage, loyalty and buying rate. Understanding the purchasing dynamics of three k ...

How research must evolve in a rapidly changing world (globalisation, consumer-centredness, etc.). Research has made progress in using technology and sophisticated analysis, but there is need for new w ...

Describes the use made by Kraft Foods of syndicated media and marketing studies. Kraft Foods uses recent reading studies, primarily MRI (advantages discussed). MRI is used mainly for print planning, a ...

This DMA ECHO entry was created by Ogilvy & Mather Direct - Chicago for Kraft Foods' Miracle Whip Salad Dressing. The objectives of this direct mail campaign were to generate profitable incremental vo ...

This DMA ECHO entry was created by Ogilvy & Mather Direct - Chicago for Kraft Foods' Good Seasons Salad Dressing Mixes. The objective of this direct mail campaign was to generate profitable incrementa ...