KRAFT FOODS

KRAFT FOODS: 

KRAFT FOODS THE COFFEE POD LAUNCH “MAKE A COFFEE MORE THAN A COFFEE TASTE IN YOUR HOUSE”

PowerPoint Presentation: 

COMPETITOR

MARKETING STRATEGY: 

MARKETING STRATEGY Target market :

MARKETING STRATEGY: 

MARKETING STRATEGY Positioning make a coffee more than a coffee taste with family

MARKETING STRATEGY: 

MARKETING STRATEGY Buyer Behavior

MARKETING STRATEGY: 

MARKETING STRATEGY Market share Goals: 45% market sharer at the end of years 2006 Expected 6% from a 12.5 million household in 2004 and 8% in 2006 Teo Years total market share total consumption (10 cup per week) 2004 6% 750,000 405,000,000 pods per year 2005 7% 875,000 472,500,000 pods per year 2006 8% 1,000,000 540,000,000 pods per year Total 1,417,500,000

MARKETING STRATEGY: 

MARKETING STRATEGY PRICE premium

MARKETING STRATEGY: 

MARKETING STRATEGY Distribution Direct to Store Delivery

ADVERTISING AND PROMOTING: 

ADVERTISING AND PROMOTING Print Advertising

ADVERTISING AND PROMOTING: 

ADVERTISING AND PROMOTING TV Sponsorship Using almost all television programs for 3.5 month launching. TORONTO & VANCOUVER QUEBEC

ADVERTISING AND PROMOTING: 

ADVERTISING AND PROMOTING Direct Market Trough : E-mail invite to visit Web Site Give the register can win a a free year’s supply of coffee pods Merchandising Shelf-strips with coupon AdPad Branded Off-Shelf Bins On Shelf Racking

COST CALCULATION: 

COST CALCULATION