Irene Rosenfeld: Setting New Directions for Kraft Foods

<< Previous

Rosenfeld was born on May 3, 1953, to a Jewish couple settled in Westbury, about 30 miles from New York City. Her father, who was her main inspiration in life, was an accountant by profession. Rosenfeld obtained a Bachelor's degree in psychology from Cornell University (Cornell) in 1975. Upon graduating, she acquired an MBA, followed up with a doctorate in marketing and statistics from the same university in 1980. At Cornell, she met Philip Rosenfeld, a fellow student whom she married in 1977. They had two daughters. After her husband's death in 1995, she married Richard Illgen, an investment banker. But she retained her first husband's name - Rosenfeld. After completing her doctorate in 1980, Rosenfeld had to decide on a career either in academia or business.

She chose the latter. Rosenfeld began her career as an associate research director in consumer research at a New York-based advertising agency Dancer Fitzgerald Sample. After working there for two years, she joined General Foods⁶ as an associate market research manager in 1981. This marked her entry into the food industry. While working at General Foods she fixed some struggling brands such as Kool Aid⁷. She presented the company's executives with research showing that Kool-Aid should be marketed directly to kids instead of mothers. Impressed by this, they asked her to work full time on the brand. Rosenfeld repositioned Kool-Aid as a healthier drink and this improved sales. In November 1985, General Foods was purchased by Philip Morris Companies Inc.⁸

She chose the latter. Rosenfeld began her career as an associate research director in consumer research at a New York-based advertising agency Dancer Fitzgerald Sample. After working there for two years, she joined General Foods⁹ as an associate market research manager in 1981. This marked her entry into the food industry. While working at General Foods she fixed some struggling brands such as Kool Aid¹⁰. She presented the company's executives with research showing that Kool-Aid should be marketed directly to kids instead of mothers. Impressed by this, they asked her to work full time on the brand. Rosenfeld repositioned Kool-Aid as a healthier drink and this improved sales. In November 1985, General Foods was purchased by Philip Morris Companies Inc...

Excerpts - Next Page>>

6] In 1929, Postum Cereal Company, Ltd changed its name to General Foods Corporation. In November 1985, tobacco company Philip Morris purchased General Foods for US$5.6 billion.
7] Kool-Aid is a powdered beverage available in a range of flavors.
8] Philip Morris Companies Inc. was one of the largest tobacco companies in the world. In 2001, Philip Morris changed its name to Altria Group, Inc.
9] In 1929, Postum Cereal Company, Ltd changed its name to General Foods Corporation. In November 1985, tobacco company Philip Morris purchased General Foods for US$5.6 billion.
10] Kool-Aid is a powdered beverage available in a range of flavors.

---

	Enter your search terms Submit search form

---

Leadership and Change Management Textbook Text Book - Rs. 500 Textbooks Collection	Scams and Scandals Case Volume Work Book - Rs. 750 Case Study Volumes Collection	Leadership in Practice Case Volume Case Study Volumes Collection