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KRAFT’S STRATEGY
FOR SUCCESS
By: Shealin Saunders
Adv. 420
Big Idea -
• A new app
• Recipes that they already promote, incorporated with a social
media style blog such as Pinterest
• This would pull the consumer in more to be engaged in:
• What people are up to in their eating habits
• Showing off their food creativity and success
• Create creative and fun competition between peers while promoting
mobile apps and webpages
• Post short and fun cooking videos to social media to promote app
• https://www.facebook.com/buzzfeedtasty/videos/1679476448971664/
Strategy -
• Advertisements will be aimed towards those who are just beginning to
have an interest in cooking.
• College students and young adults
• Celebrate their accomplishments in independence and academics.
• Prove that everyone with a drive for creativity can be a cook.
• Goal: Kraft will be at the top of consumer’s minds.
• Tone: Upbeat, motivational, and optimistic
Basic Problem -
• Kraft has one way of connecting with consumers
• recipes, tips and coupons on app and website
• Reach on a personal level and become engaged
• Position as #1 Brand!!
• Increase and broaden brand awareness
Objectives -
• Positioned as number one cooking brand
• Maintain a professional look and feel while incorporating
fun
• Remind consumers that we want to see their creative
mind!
• Everyone is a cook!
Target Audience -
• Young adults
• College students and young couples
• They are active and follow trends
• Social media
• Will help expand Kraft and the new products we have to
offer
Positioning -
• Clean, fun, trendy brand that consumers will look to for
cooking advice and praise
• Product looked to when suggesting food
• Creative and continuously changing
Major Selling Idea -
• Kraft is a brand for all ages and lifestyles
• Continue this message with a new group of consumers
• Anyone is a possible creative cook. Your friends, family
and Kraft want to see it!
Analytics -
• Amount of subscribers they get and how many people
download their apps and coupons or watch their tutorial
videos
• Build a space for consumer feedback on their products or
how their recipes turned out.
• Visitor loyalty and visitor recency
• If consumers watch the full videos and how long they stay
on the recipe pages.
Other Information -
• Try to work with health nonprofits helping adolescents and
communities learn how to cook healthy and fun meals.
• Mediums other than traditional ones should be
incorporated into this campaign.
• It is targeting an audience who uses a lot of technology.
• $4,000-$7,000 per month. $200-$400 per day on
advertising and marketing our campaign.

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Kraft presentation - Adv 420

  • 1. KRAFT’S STRATEGY FOR SUCCESS By: Shealin Saunders Adv. 420
  • 2. Big Idea - • A new app • Recipes that they already promote, incorporated with a social media style blog such as Pinterest • This would pull the consumer in more to be engaged in: • What people are up to in their eating habits • Showing off their food creativity and success • Create creative and fun competition between peers while promoting mobile apps and webpages • Post short and fun cooking videos to social media to promote app • https://www.facebook.com/buzzfeedtasty/videos/1679476448971664/
  • 3. Strategy - • Advertisements will be aimed towards those who are just beginning to have an interest in cooking. • College students and young adults • Celebrate their accomplishments in independence and academics. • Prove that everyone with a drive for creativity can be a cook. • Goal: Kraft will be at the top of consumer’s minds. • Tone: Upbeat, motivational, and optimistic
  • 4. Basic Problem - • Kraft has one way of connecting with consumers • recipes, tips and coupons on app and website • Reach on a personal level and become engaged • Position as #1 Brand!! • Increase and broaden brand awareness
  • 5. Objectives - • Positioned as number one cooking brand • Maintain a professional look and feel while incorporating fun • Remind consumers that we want to see their creative mind! • Everyone is a cook!
  • 6. Target Audience - • Young adults • College students and young couples • They are active and follow trends • Social media • Will help expand Kraft and the new products we have to offer
  • 7. Positioning - • Clean, fun, trendy brand that consumers will look to for cooking advice and praise • Product looked to when suggesting food • Creative and continuously changing
  • 8. Major Selling Idea - • Kraft is a brand for all ages and lifestyles • Continue this message with a new group of consumers • Anyone is a possible creative cook. Your friends, family and Kraft want to see it!
  • 9. Analytics - • Amount of subscribers they get and how many people download their apps and coupons or watch their tutorial videos • Build a space for consumer feedback on their products or how their recipes turned out. • Visitor loyalty and visitor recency • If consumers watch the full videos and how long they stay on the recipe pages.
  • 10. Other Information - • Try to work with health nonprofits helping adolescents and communities learn how to cook healthy and fun meals. • Mediums other than traditional ones should be incorporated into this campaign. • It is targeting an audience who uses a lot of technology. • $4,000-$7,000 per month. $200-$400 per day on advertising and marketing our campaign.