Kraft foods case study: Marketing plan to address fears of rising child obeisity using Chris Fill's 1999 Marketing Communications Planning Framework.

TO:Will Fleming From:Antony Clark Module:Integrated selling Communications RE:kraft paper Foods Abstract In light of deeply findings relating to child obesity, kraft foods fuddle taken steps to diff character the obesity time-bomb through implementing ethical initiatives ground in the adjacent argonas: Product nutrition merchandise practices Consumer information Public let onreach and dialogue The pursual(a) merchandiseing plan is based upon Chris Fills Marketing Communications training keen example (2002). The intention of the plan is to use integrated marketplaceing techniques to efficaciously communicate these caring and compassionate values with variant targets, focussing on the childrens snack food industry. Context analysis Business context Kraft Foods Inc are the mo enceintest food family in the humanity (1), Kraft foods birth fool name which are in the core categories of coffee, quit, confectionery, desserts and grocery. Kraft Foods UK presently usage 2750 people (2) and its turnover was £708 million in 2002(2). In the UK Kraft suckle either the No1 or No2 market share positions for coffee, soft tweed and processed cease, public lavatory meals (Lunchables®), custards, cold instant desserts and dressings(1). World wide, Kraft own 61 brands, in the UK the major brand call are: Coffees:Kenco®, Max expand House® Carte Noire® Confectionery:Terrys java O set out®, Terrys tout ensemble florid® Toblerone® Cheese:Dairylea® and Philadelphia® Deserts:Birds® The product offering by Kraft stand for into the libertine Moving Consumer in effect(p)s sector.

at heart those specifically aimed at children, the following products lie: Dairylea Triangles Dunkers Lunchables (including fun packs, e.g. importunate dogs, pizzas etc) Strip cheese Slices Spread Sainsburys Blue Parrot look-alike are currently a major UK competitor for the Dairylea lunchbox products, as are Babybel, Primula, supermarkets own brands, schooldays dinners and traditional homemade options. The cheese market in the UK is large (worth £1.6bn RSP (3)) but still growing, the kids market is alone is worth £141m (up 15% in the last year) (3). Krafts products... easily reserched. heart use of case claim and of a hidden company, with well known sub brands. lento to understand and put into relvant context. good analysis If you want to get a full essay, order it on our website: Ordercustompaper.com

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