Marketing Plan

Table of Contents

Executive Summary3

Introduction7

Discussion7

Company Analysis7

Customer Analysis9

Value Drivers9

Customers' Decision Making Process9

Types of Customers10

Competitive Analysis10

Brand Elements11

Marketing Budget11

Marketing Strategy12

Product12

Price12

Place13

Promotion13

Short & Long Term Projections13

Conclusion14

References15

Executive Summary

Kraft Foods is the second largest consumer food and beverage company in the world and the largest in North America. The company plans to reform its production and open more production units. They have distribution channels which reach out in more than 170 countries, capturing the market and targeting the customers. They are socially responsible and cater the health issues by adding healthy vitamins and nutritious elements in the ingredients of the products. Kraft food is one of the leading brand names in the food industry and it possesses the capability of expanding its business productions in other countries.

The customer profile of Kraft Foods is quite extensive and diverse. The company produces a broad range of food and beverage products. Due to the offerings of Kraft Foods; consumers from different ethnicities, race and cultures consume its products and use them on a regular basis. The marketing differentiation strategy of Kraft Foods is based on the premise of providing high quality products to its customers across the world. The company intends to become different by ensuring diversity and variety in its product range. The company aims to start region specific products to further enhance its business in specific countries/regions. Kraft Foods intends to globalize its business by expanding its market share in different countries. It will be achieved by conducting a thorough market research and highlighting the demographics of the target population. An evident similarity in the company's customer base is their preference for quality. However, there does not seem to be a consensus on Kraft Foods best product among consumers. Consumer preference is highly varied when identifying their favorite product. Kraft Foods should make an effective use of electronic media to advocate its presence and market its products in all spheres of the world.

The customer profile of Kraft foods is quite extensive and diverse. The company produces a broad range of food and beverage products. Due to the offerings of Kraft Foods; consumers from different ethnicities, race and cultures consume its products and use them on a regular basis. The marketing differentiation strategy of Kraft Foods is based on the premise of providing high quality products to its customers across the world. The company intends to become different by ensuring diversity and variety in its product range. The company aims to start region specific products to further enhance its business in specific countries/regions. Kraft Foods intends to globalize its business by expanding its market share in different countries. It will be achieved by conducting a thorough market research and highlighting the demographics of the target population. An evident similarity in the company's customer base is their preference for quality. There does not seem to be a consensus on Kraft Foods best product among consumers. Consumer preference is highly varied when identifying their favorite product. Kraft Foods should make an effective use of electronic media to advocate its presence and market ...