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Kraft Foods Canada: Targeting the Millennials
內容大綱
In 2014, Kraft Foods Canada was working on an action plan for Kraft Singles, the company’s brand of processed cheese slices. Although the product had been targeted at Canadian families for decades, Kraft Singles needed to be repositioned toward Canadian millennial moms (those born between 1980 and 2000). The company faced three dilemmas. How should Kraft Canada make the brand messaging of Kraft Singles compelling to Canadian millennial moms? What product innovations should coincide with the new messaging? How should Kraft Canada ensure that it would not alienate its traditional customer group?
學習目標
The case is suitable for undergraduate, graduate, and executive education programs. It works well in courses on advertising, consumer insights, innovation, and rebranding. After completion of this case, students should be able to:<ul><li>Analyze the contextual and organizational factors influencing the process of retargeting a brand. <br></li><li>Develop a messaging framework for a brand. <br></li><li>Use customer-profile research to make mid-course corrections.</li><ul>