Kraft Foods' Mobile Marketing Strategy

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Case Details:

Case Code : MKTG232
Case Length : 15 Pages
Period : 2008-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Kraft Foods Inc.
Industry : Consumer Packaged Goods
Countries : Europe; USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Background Note

The history of Kraft can be traced to three entrepreneurs in the late 19th and early 20th centuries - James L. Kraft (James), C.W. Post (Post), and Oscar Mayer. In 1903, James started a wholesale cheese business in Chicago, Illinois. Later, his four brothers joined him in the business...

The 3 in 1 / 2 in 1 Campaign in Germany

In 2008, Kraft Foods Europe with the help of German mobile marketing firm YOC Group started a mobile campaign in Germany to promote the launch of a new instant coffee brand called Jacobs 3in1 and Jacobs 2in1...

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The iFood Assistant

To capitalize on the growing popularity of mobile usage, Kraft decided to develop a unique mobile marketing application. Though the company had done some testing in the past for mobile marketing, it did not find any application that would fulfill the needs of its customers...

The Mobile Website

In May 2009, Kraft and Phonevalley, in a bid to extend Kraft's reach to consumers in the US, developed a mobile Internet site in partnership with Digitas . The new mobile site m.kraftfoods.com was created to expand Kraft's consumer engagement on mobile devices (Refer to Exhibit V for a screenshot of the website)...

Taking the 3 in 1 / 2 in 1 Campaign Forward in Germany

The 3in1/ 2in1 campaign for Kraft instant coffee products was followed by a combined in- and on-pack mobile promotion of Jacobs 3in1, Jacobs 2in1, and Icepresso coffee products for Kraft in Germany and Austria. The campaign, which started in May 2009, was expected to run until December 2009...

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