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Industry Analysis For Kraft Heinz Crystal Light Essay

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Industry Analysis for Kraft Heinz Crystal Light
By: Jenna Senn, Carly Schlager, Ellie Fiskio, Kevin Rosser, and Colin Barsella

Table of Contents

Company and Brand History…………………………………………………………….3
Segmentation, Targeting, and Positioning……………………………………………… 4
SWOT Analysis………………………………………………………………………….6
Environmental Scanning/Market Summary
Consumer and Social Factors………………………………………………..…...9
Economic Factors………………………………………………………………...10
Technological Factors…………………………………………………………....11
Competition……………………………………………………………...............11
Other Factors…………………………………………………………………….11
V. Works Cited…………………………………………………………………………………...12

Company And Brand History of Kraft Heinz/Crystal Light
Crystal Light is a brand of flavored powdered drink mix. It is a low-calorie beverage mix that is used to change the flavor of the water. It is sweetened with a combination of aspartame, acesulfame potassium, sucralose, and or sugar. Crystal Light is a brand within the Kraft Heinz company. Crystal Light was originally launched in 2004 with their single-serve “On the Go” packets. They were for flavoring one beverage and taking it wherever you wanted to go. Eventually, in 2009, it was redesigned and became available in multi-serve packages, for flavoring larger drinks. Then, in 2010, Kraft came out with a new design for Crystal Light called Pure Fitness. It is a naturally sweetened low-calorie fitness drink mix sweetened with sugar and Truvia, and is currently

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