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.com in 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 well. As a leading consumer packaged goods (CPG) company, Kraft Foods has used the mobile channel to promote CRM since 1999. The following study explores the efficacy of mobile in promoting consumer acquisitions and cultivating loyalty through evergreen mobile programs and short-term campaigns, with a particular focus on Kraft Canada and the Canadian market from 2005 to the present.

Introduction