Module:Integrated Marketing Communications
In light of recent findings relating to child obesity, Kraft foods have taken steps to 'diffuse the obesity time-bomb' through implementing ethical initiatives based in the following areas:
Public outreach and dialogue
The following marketing plan is based upon Chris Fill's Marketing Communications Planning Framework (2002).
The intention of the plan is to use integrated marketing techniques to effectively communicate these 'caring and compassionate' values with various targets, focussing on the children's snack food industry.
Kraft Foods Inc are the second largest food company in the world (1), Kraft foods own brand names which are in the core categories of coffee, cheese, confectionery, desserts and grocery. Kraft Foods UK currently employ 2750 people (2) and its turnover was ÃÂ£708 million in 2002(2).
In the UK Kraft hold either the No1 or No2 market share positions for coffee, soft white and processed cheese, convenience meals (LunchablesÃÂ®), custards, cold instant desserts and dressings(1).
World wide, Kraft own 61 brands, in the UK the major brand names are:
Coffees:KencoÃÂ®, Maxwell HouseÃÂ® Carte NoireÃÂ®
Confectionery:Terry's Chocolate OrangeÃÂ®, Terry's All GoldÃÂ® TobleroneÃÂ®
Cheese:DairyleaÃÂ® and PhiladelphiaÃÂ®
The product offering by Kraft fit into the Fast Moving Consumer goods sector. Within those specifically aimed at children, the following products lie:
Lunchables (including fun packs, e.g. hot dogs, pizzas etc)
Sainsbury's Blue Parrot range are currently a major UK competitor for the Dairylea 'lunchbox' products, as are Babybel, Primula, supermarkets own brands, school dinners and traditional homemade options.
The cheese market in the UK is large (worth ÃÂ£1.6bn RSP (3)) but still growing, the 'kids' market is alone is worth ÃÂ£141m (up 15% in the last year) (3).