MARKETING PLAN

Marketing Plan for J. L. Kraft Jelly



Executive Summary

“J. L. Kraft Jelly” is a new brand of Jelly in sweets, which will be available in the United States market, whose vision is to create a tasty option for individuals who love to have sweets. “J. L. Kraft Jelly” will be a product especially for those who are fond of having sweetened breakfasts and people who like having fruitful snacks.

The Marketing Plan is a valuable document clearly written for people involved in marketing activities, marketing situation, the goals to achieve, how they are achieved (strategies and tactics). It also includes the profit and loss statement of all marketing operation and procedures for monitoring and control.

The scope of a marketing plan is usually annual but there are also plans for specific seasons (3 to 6 months) as with seasonal clothing. The coverage of this marketing plan involves the entire company, a division of the product and its target market. It also provides detailed analysis of the market, competitors and opportunities and threats prevailing in the market.

In the latter situation, the marketing plan is a mechanism for implementation that is integrated within an overall strategic business plan. It provides an insight into the various factors that affect how a brand is treated or perceived by the general public.

Table of Contents

Company Description4

Strategic Focus and Plan4

Mission/Vision4

Goals5

Core Competency and Sustainable Competitive Advantage5

Competitive Edge5

Situation Analysis6

SWOT Analysis6

Strengths6

Weakness6

Opportunities6

Threats6

PESTLE Analysis6

Legal or the Political Aspects6

Economic Aspects7

Socio-cultural Sector7

Technological Aspects7

Industry Analysis8

Competitor Analysis8

Company Analysis9

Customer Analysis9

Market-Product Focus10

Marketing and Product Objectives10

Target Markets10

Points of Difference11

Positioning11

Marketing Program11

Product12

Price12

Promotion12

Placement13

Financial Data and Projections14

Organizational Structure15

Implementation Plan16

Evaluation17

References19

Appendix21

Marketing Plan for J. L. Kraft Jelly

Company Description

The Company considers its founding date of the establishment of the cheese business selling wholesale, created by James L. Kraft in Chicago in 1903. In 2000, Kraft had its business around the world except Europe. In September 2006, Kraft Foods acquired the European business of United Biscuits and the rights to key Nabisco trademarks in Europe, Middle East and Africa, including Oreo, Ritz and Chips Ahoy. Kraft became a fully independent company on March 30, 2007, and is included in the Standard & Poor's 100 and 500. The company is a member of the Dow Jones Sustainability Index and the Ethibel Sustainability Index. Today, Kraft Foods has about 90,000 employees and is one of the largest food and beverage companies in the world, with annual revenues of more than 34,000 million dollars and a broad portfolio of iconic brands marketed in 155 countries (Hisrich, Peters & Shepherd, 2005).

Strategic Focus and Plan

Mission/Vision

Kraft Foods wants to be for them the "Preferred Partner" by establishing relationships with them honest, stable and lasting, fulfilling the commitments undertaken strictly in terms of service and quality so that products reach shelves in excellent condition and are supported through advertising and promotions that make them more attractive to consumers.

Goals

Stand our customers, we dedicate our efforts over many years to listen to our consumers to improve our products every day anticipating and adapting to their tastes and needs. 

We want to be the company that best knows / understands the consumer, that better ...