Kool-Aid

In: Business and Management

Submitted By meljel
Words 1264
Pages 6
Long-time popular brand Kool-Aid has been succeeding in it’s market for as long as most of us can remember. In 2011, Kraft and Kool-Aid were largely focusing marketing strategies on their growing Hispanic base. “This year [2011], Kraft says it will triple spending on Hispanic marketing over the last year…Kool-Aid, in a first for any Kraft brand, has allocated the majority of its 2011 marketing budget to reach Hispanics.” (Newman, 2011). However, in 2013 Kool-Aid’s marketing strategy gets another make over. “The print and TV campaigns are geared toward moms…” (Beverage Industry, 2013). Drew Neisser, gets the inside scoop with Senior Director of Refreshment Beverages at Kraft, Tiffany Tamplin, stating, “Kool-Aid discovered that its Facebook fans were predominately 18-year olds and not moms who actually buy the product.” “While working with LoudDoor, a market research and audience-targeting platform…[they found further] ways to engage with moms outside of Facebook” (2013). They did this through their development of their ‘photobomb’ application. This allows the Kool-Aid man to be able to ‘photobomb’ during any photo-op. This application has an astounding 150,000 downloads and generating thousands of social interactions and many new streams of marketing for a fraction of the cost. Kool-Aid is able to remain successful, like other successful business because of a few key factors. First, they understand their metrics and their target market. Marketing decision should be driven by metrics. As mentioned previously, after receiving feedback from LoudDoor they effectively implemented the information obtained into an improved marketing strategy. Second, they understand that strategy dictates content and channel. For example, their strategy to further reach their ‘mom’ base by adding their smartphone photo application. They further understood this target audience by creating…...

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