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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Excerpts Contd...
Mobile Marketing Initiative in the UK
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In June 2009, Kraft launched an innovative mobile operation in the UK to increase awareness about its number one biscuit brand Oreo. The target audiences for the promotion were families who went to the cinema together. As part of the campaign, Kraft sponsored advanced screenings of family movies in Vue cinemas across the UK...
Results
The response for the 3in1/ 2in1 campaign was overwhelming as it received about 500,000 requests for samples and more than 80,000 users registered their details for future communication with the brand...
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Some Initial Reactions
According to analysts, the phenomenal growth in the usage of mobile phones had given marketers a new marketing channel by which they could interact with customers directly. As marketers had real-time access to more people in more markets, implementing a defined mobile advertising strategy was an important requirement for them...
Outlook
In 2008, though Kraft reported strong sales growth, its earnings fell considerably. This, according to the company, was due to taxes, restructuring costs, and commodity hedges. Despite the drop in earnings, the company continued to focus on its marketing outlays as it entered the final phase of its three-year turnaround plan...
Exhibits
Exhibit I: Timeline of Kraft Foods
Exhibit II: Kraft Foods' Key Financials: 2006-2008
Exhibit III: A Note on Mobile Marketing
Exhibit IV: Screenshot of iFood Assistant
Exhibit V: Screenshot of Kraft Foods Mobile Website
Exhibit VI: Examples of Mobile Marketing
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