Kraft's Promotional Marketing Mistakes

• Kraft Foods Inc., is the largest food and beverage company in North America and the second largest in the world. Was founded in 1903 by James L. Kraft.

3-21. Krispy Kreme started as a family business. How has that influenced the operation of the company?

Special K is a successful brand, with a good level of innovation and communication. It has reached many consumers; especially women aged 20 to 40 yearsold, focusing on key elements such as beauty, shape, and weight loss. People are ready to pay more for Special K cereals, positioned as high quality products, with higher prices as competitors’. As the

Kraft Foods Group is a top fortune 100 company founded by James L Kraft in Chicago, Illinois 3 years ago. They specialize in food and beverage products categorized by beverages, frozen and refrigerated meals, dairy products, and other grocery items. Kraft products are known worldwide and can be found in almost every home in the world. Even though Kraft brand has been around for decades Kraft Foods Group is a type of business subsection that adheres separately to each demographic in the world. Since they provide for over 170 countries, they must divide and conquer to stay successful. Although the company has been very successful they face many challenges including broad competition and target markets.

As I mentioned above, Mondelez was created to fit a need that Kraft Foods Inc. had to increase their growth globally. Kraft Foods Inc. established their name in 2007 when they broke apart from Altria Group. Kraft became the second-largest processed food company in 2012 with annual revenues of more than $54 billion in 2012 (Gamble, 2016). However, significant growth in the company was not much different from that in 2007 when they became independent. It is the belief of the company’s upper management and board that the reason for their stagnation was due to the fact that their corporate strategy was not focused on the growth of the company.

In 1883, Bernard Kroger, who is Kroger Company’s owner, opened the Great Western Tea Company in Cincinnati when he was 22. In 1902, the company became Kroger Grocery and Baking Company after growing to 40 stores in different cities like Cincinnati and northern Kentucky. The company continued growing thorough buying smaller, cash-strapped companies. Moreover, in the late 1920s, the company gained Piggly Wiggly stores, and in early 1940s, the company bought most of the Piggly Wiggly stock. In 1929, the chain reached its greatest number of stores which is 5,575. The company continued buying other stores. After that, the company started opening bigger stores in 1971. In 1987, Kroger sold most of its interests in the Hook and SupeRx drug chains and started focusing on its food and drug stores. Furthermore, Kroger announced that it was purchasing around 75 store (mostly in Texas). Not only Kroger was buying food stores in Texas, but also in Virginia, Nebraska, and New Mexico, which happened around 2000 and 2001. In 2003, Kroger announced Naturally preferred, its own brad products which include baby food, pastas, cereal, snacks, milk, and soy products (Company History-Hoover’s, 2016).

Observe Exhibit 12. What are the underlying causes and drivers that make order patterns to look this way? Provide a discussion on these causes/drives to show how they are causing the resulting demand pattern. Examples of items to consider include transportation discounts, promotional activity, product proliferation.

“In 1851, the first large scale ice cream manufacturer opened up in Baltimore, Maryland”, claims Dairy Goodness article.

Denver can lay claim to the invention of the cheeseburger. The trademark for the name Cheeseburger was awarded to Louis Ballast, a resident of the city in 1935.

As a financial analyst at the H. J. Heinz Company (Heinz) in its North American Consumer Products division, Solomon Sheppard, together with his co-workers, reviewed investment proposals involving a wide range of food products. Most discussions in his office focused on the potential performance of new products and reasonableness of cash flow projections. But as the company finished its 2010 fiscal year at the end of April—with financial markets still in turmoil from the onset of the recession that started at the end of 2007—the central topic of discussion was

A.1 sought to introduce and launch a new poultry marinade item, and was planning to continue an aggressive marketing campaign against its competitors. However, marketing the new poultry product was a failure and A.1 had to reassess its strategies regarding the launching of new trial marinade brands. The major challenge that A.1 based however was protecting its market share, and brand integrity by counteracting though bold launch of a new steak sauce product by Lawry which was cheaper, and very similar to the A.1 product. Lawry Steak Sauce was one dollar less than A.1. Steak Sauce ($3.99 vs. $4.99), and the Lawry product were 11 ounces whereas A.1 was 10 ounces. Lawry’s product was also similar in taste, texture and packaging as the A.1 product which also presented a serious problem for A.1. Added to this was the fact that Lawry introduced its new product live on an interactive cooking show which gave the product an extra media boost. (Kerin & Peterson, 2011, 634)

Swift later died on March 29, 1903 in Lake Forest, IL. He was a well known man who devoted a great deal of his time to indoctrinating employees and teaching them the company’s method and policies. Swift would motivate his employees to focus on the company's profit goals by attaching to a strict policy of promotion from within. The transformations that he championed not only revolutionized the meat packing industry, but also played a vital role in forming the modern American business system, with an emphasis on mass production, functional specialization, managerial expertise, national distribution networks, and adaptation to technological innovation. He was one of the first companies in modern business history to boast complete “vertical integration”

| Clearly there is a big gap between the quality perception in Canada and the United States. Canadian consumers are implying that they want a higher quality product and a product that is more convenient for children.

Diamond Foods, Inc. was founded in 1912 and was publicly traded in 2005 as a distributor of potato chips, snack nuts, popcorn, shell nuts, and culinary nuts. Its brands include: Kettle Brand Chips, Emerald snack nuts, Pop Secret popcorn, and Diamond of California nuts (Gujarathi, 2015, p. 47). The company motto was always “bigger is better,” which was implemented by former CEO Michael Mendes (Mendes) to meet high performance expectations and keep up with the competition in the snack industry (Gujarathi, 2015, p. 50). Around late 2009, questionable behavior of fraud began to occur at Diamond leaving the company in a great amount of loss. Mendes and CFO Steven Neil (Neil) pressured Diamond’s accounting department to

The company researched for the purpose of this paper is McDonald 's. This company 's history dates back since 1940 when Mac and Dick McDonald initially opened McDonald 's BBQ restaurant located in San Bernardino, CA. In 1948 they shut down the restaurant, just to reopen it as a self-service drive-in restaurant. According to About McDonald’s (2012), their menu included only 9 items, such as: milk, coffee, soft drinks, cheeseburger, hamburger, potato chips, and a slice of pie. Potato chips were then replaced by French fries. The history of this company is significantly market by Ray Kroc, who in 1954 at a visit to McDonald 's in San Bernardino decides to have a franchise of McDonald 's. A year later, in 1955, he opens his first restaurant in Des Plaines, Illinois. The franchising plan allowed growth and by 1965 there were more than 700 restaurants across United States. McDonald 's