Brand Naming: Kraft Foods' "iSnack 2.0"' Controversy in Australia
|
|
ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG249
Case Length : 23 Pages
Period : 2009-2010
Pub Date : 2010
Teaching Note :Not Available
Organization : Kraft Foods Inc.
Industry : Consumer Packaged Goods
Countries : Australia
To download Brand Naming: Kraft Foods' "iSnack 2.0"' Controversy in Australia case study
(Case Code: MKTG249) click on the button below, and select the case from the list of available cases:
Price:
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400+ Shipping & Handling Charges extra
» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company
Please note:
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.
Chat with us
Please leave your feedback
|
|
<< Previous
"Yes, it [iSnack 2.0 campaign] was a big furor. But that's the nature of the social media beast. To be good at this, brands have to let people have their say, in all its glory. Where brands either shine or fail is in harnessing this engagement. Kraft obviously expected it, tracked it, responded to it, and made big changes because of it. I'm
sure they learned a lot."1
- Steve Garton, Global Head of Media Research, Synovate2, in 2010.
|
"Kraft has turned a fairly pedestrian product launch into a matter of public pride and public ownership and affinity for the Vegemite brand… That's what today's media thrives on: the conversations, the open expression of opinions, the love, the hate, the passion
- and we're talking about a jar of spread."
3
- Gerry McCusker, Public Relations analyst and author, in 2009.
"Still, it's hard to believe one of the world's biggest FMCG companies would make a strategic branding decision
- putting its faith and brand equity on the line with a name like this - without taking some expert branding advice and/or doing some decent consumer research. So who is advising Kraft, anyway, and have they led Kraft astray? Or is this mess all of Kraft's
own making?"4
|
|
- Stephen Downes, Principal of QBrand Consulting5, in 2009.
Brand Naming: Kraft Foods' "iSnack 2.0"' Controversy in Australia -
Next Page >>
|
|
