...CASE STUDY: Oscar Mayer Kraft Foods North America, Inc. Dora O. Tovar, M.P.Aff Background Kraft Foods North America, Inc. is the largest packaged branded food and beverage company headquartered in the U.S. and the second largest in the world. Its portfolio includes hundreds of brands, such as Velveeta, Kraft Macaroni and Cheese, Oscar Mayer, Nabisco, Post, Kool-Aid, and Maxwell House. In 1999, Kraft Foods noticed its Hispanic share was not growing as fast as its overall share in some categories. This situation served as a strategic "call for action" given the double-digit growth of the Hispanic population. Kraft acted promptly by changing marketing strategies and embarking on an indepth analysis with the Hispanic consumer and key decision-maker-the Hispanic Mom. Kraft marketing managers enlisted the support and involvement of their senior management with the following objectives. Develop culturally relevant marketing programs which: • • • Enhance the quality of Hispanic Moms' lives Create an emotional bond between Kraft brands and Hispanic Moms Are embraced by retailers as unique and value added Marketing Challenge The Hispanic consumer opportunity presents a classic marketing challenge for Kraft and otherseffectively applying target marketing. The cornerstone of Kraft's success is rooted in understanding how to identify key target groups and tailor marketing efforts to the target's specific needs and concerns. The first step in achieving these objectives was to identify valuable...
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...company operating therefore customer trends are very important when making decisions. The new healthy trends demanding nutritious meat products are what need to drive Oscar Mayer into making decisions. By improving their product lines, they will not only satisfy consumer demand but encourage company growth, potential and profits in the long run. The preferred alternative would be to reinvigorate their meat products by working along with Turkey Time as suggested by Jane Morely. This is how they can introduce turkey bacon, turkey ham and other products which are low in calorie and very healthy for the customers who want to keep up with trends to not only eat healthy but stay healthy. This will then bring into the effect proposed company growth which will allow them to take their place in the market and improve their financial position. Recommendations After reading the case study and doing further research on Oscar Mayer there are many recommendations that would benefit the company. An important recommendation would be for them not the change their brand as it is widely recognized and popular in the American cold cut and meat market. Their brand has been in the market for years and incorporating a new brand would not have the same effect on customers since they already have trust and faithfulness to the Oscar Mayer brand. Investing a lot in Advertising and Promotion would only reduce the company’s income. In our marketing strategy class I have learnt that advertising is only...
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...our early 30s, living in Ann Arbor, Mich., where she is finishing her training as a demographer. Over the next year we’ll figure out where we’re going to live for the long haul. Where we choose will depend to some extent on the job market, but it will also depend heavily on where we want James and his brother, Oscar, 1, to go to school. 3] We can’t afford private-school tuition, so living in a city would probably mean chancing it on a subpar public school system. And although I loved growing up on the coast of Maine, the limits of my public high school education became clear when I got to college and immediately felt like I was behind. I would like my boys to be better prepared for college. 4] But if my wife and I wanted to do everything we could to give James and Oscar the best possible K-12 education, we’d have to make some big changes. We’d have to choose more lucrative careers than hers in academia and mine as a writer so we could afford urban private schools or a house in an affluent suburb where the public schools are better. But between the longer hours and the longer commutes such changes would entail, we’d see much less of our kids. James and Oscar might be in the best schools, but we’d rarely be home before bedtime to hear what they’d learned all day. 5] Would this trade-off be worth it? When I look at the research on child development, I think it might not. Where our kids go to kindergarten or high school might matter a...
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...after hour, day after day in the pursuit of happiness. Somehow we all seem to be laboring under the common delusion that wealth can bring happiness. Yet the past has proven that the joy that money brings is fickle and impermanent. Our individual experiences usually concur with this statement. Assuming that this holds true for the majority of people, employers and employees alike, we have to ask ourselves whether material success is enough? Can a company retain its proficient and conscientious employees by offering them mere monetary incentives? Can human resources be stirred or inspired to achieve for the organization by something as ephemeral as money? The history and present of the business world will answer with a resounding “NO”. In that case, what is the formula, in a system driven by human beings, whose minds are swayed by objects, emotions and thoughts, to create a harmonious organization, which endeavors for excellence together? Pixar appears to be one of the rare organizations whose methods resolve this question. They have managed to attain a global reputation for their employees’ satisfaction and assiduousness. This report delves into some of Pixar’s secrets of creating an environment that is incalculably favorable to innovation. It begins by introducing Pixar to the readers and advances to an analysis of some of the Pixar’s philosophies that have contributed to their success. The first theoretical analysis section begins with an evaluation from the perspective of employee...
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...RTE Cereal Case Study Number of Firms and Market Shares There were six firms in the industry from 1950 to 1990 represented in the case study. In 1990 private label firms entered the market. The industry grew consistently through the 21st century but, the Big Three, consisting of Kellogg, General Mills, and Nabisco, dominated the market. Kellogg has consistently dominated the market shares in the RTE cereal industry with General Mills and Post following close behind. From 1950 to 1993, Kellogg’s average market share was 40.3, General Mills was second with an average market share of 21.7 and third of the Big Three, Post, had an average market share of 17.4. There were not any significant changes in the market shares from 1960 to 1980. However, in 1990 Post dropped to 11.1, 4.5 less than the value in 1980, General Mills reached 24.4, 4.5 more than the value in 1980, and Kellogg, still leading the pack, decreased to 37.5, 3.4 less than the value in 1980. From 1990 to 1993, there were not any significant changes in the market shares for the Big Three. There are three other firms listed in the case study that represented the remainder of the market shares. During the same time frame, Quaker had an average market share value of 6.8. Quaker market shares decreased dramatically from 1950 to 1960 but made a steady increase beginning in 1970. Nabisco’s average market share was 5.0. The market shares for Nabisco decreased in 1970 and continued to decrease giving them the lowest...
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...Food Marketing APEC 4451 Fall Semester 2010 New Product Development Process Targeting and Segmentation Dennis J. Degeneffe The Food Industry Center University of Minnesota Why Introduce New Products? • The Case For Introducing New Products – – – “Organic Growth” - Shareholder value Competitive Position Capacity Utilization • The Case Against Introducing New Products – – Risk – the odds against success • High Odds of Failure* • High Cost of Failure “Cannibalization” of existing business. • Therefore introducing new products is a risky business! New Product Development Process • A systematized approach for the development of new products to manage risk. • A general approach that is followed by most major consumer goods companies. – Includes the infusion of creativity… – … and the rigor of evaluative decision points – or “Stage Gates” New Product Development Process Overall Process is made up of 8 stages. Opportunity Identification Idea Generation Concept Development Concept Concept Testing Product Development Positioning Development STM Confirmation Advertising Testing Test Test Marketing Commercialization New Product Development Process … Some are “developmental” sages, and some are “evaluative” stages. Opportunity Identification Idea Generation Concept Development Concept Testing* Product Development Positioning Development STM Confirmation Advertising Testing Test Marketing* Commercialization *”Stage Gates” ...
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...Marketing a n d t h e Disclosure of Information 339 CASE 5. Kraft Foods Inc.: The Cost of Advertising on Children's Waistlines The room fell silent as Dr. Ellen Wartella, Dean of the College of Communications at the Univeristy of Texas at Austin, gave Kraft executives her opinions on a presentation they had just made regarding Kraft and advertising to children. Wartella characterized Kraft's online marketing as "indefensible" and concluded that Kraft's claim that it was not advertising to children under the age of six was "at best disingenuous and at worst a downright lie."1 The executives in the room were visibly shaken by her comments. In late 2003, Kraft formed the Worldwide Health & Wellness Advisory Council, comprising 10 nutritionists and media experts, including Wartella, to investigate allegations that Kraft had been knowingly advertising unhealthy foods and to help address the rise in obesity, among other health issues. The pressure for Kraft to review its advertising policies came amidst increasing criticism from congressional panels, parent groups and other concerned citizens, that food corporations, such as Kraft Foods and McDonald's Corporation, have been knowingly targeting young children (up to age 12) in their advertising campaigns. The concern surrounding childhood obesity stems from statistics showing a 200 percent increase in childhood obesity since the 1980s. Between the 1960s and the 1980s, the percentage of overweight children hovered around 6 percent...
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...Ajasiz Johnson American Intercontinental University Consumer Marketing MKT655 – Research Methods in Marketing June 23, 2013 Abstract Celebrities are often used by advertising agencies to endorse their products in an attempt to persuade the consumer to purchase their products. This paper discusses how celebrity endorsements tend to have an effect on consumers. Consumer Marketing Introduction Advertising obviously plays an essential role in the success or failure of a product. In some cases, using celebrity endorsers to promote products has been quite an effective campaign strategy for advertisers. Celebrity endorsed campaigns are created to sway the consumers and to promote a positive image. Research on Brand Endorser and Consumer Perception Since one of the key objectives of an advertising agency is to persuade customers to purchase the products they represent, an advertisement’s credibility plays an intricate part in heightening the sense of appeal to potential consumers. The enormous amount of money that is allotted for advertising budgets for celebrity endorsements indicate that they are vital in the “advertising world”. Pursuing a celebrity endorsement strategy enables advertisers to project a credible image in terms of expertise, persuasiveness, trustworthiness, and objectiveness (Till and Shimp 1998). Even though it may sound vain, when creating campaigns, advertisers also have to consider the attractiveness, physical appearance, personality, etc., of...
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...CHAPTER 5: THE COMING OF SOUND * Films were produced with sound by 1930; to get movies across to non-english audiences subtitling and dubbing was used * Jazz singer- premiered October 6th 1927. Released by Warner Brothers- First sound film * THE IMPACT OF SOUND * Increasing costs: the synchronization of the production of the movie with the production of its sound was very costly. Needed to go to Wall Street to raise funds * More Concentrated ownership in the Industry * The language barrier ( Temporary decline in foreign film rentals) the advantage of films being silent made it universally acceptable, but with sound, Hollywood lost that advantage temporarily till they tried multi-language productions. By 1933- dubbing was used to get to their non-English audience. This was expensive * Development of new genres (music and film): new genres emerged with sophisticated comedies replaced silent comedies of Charlie Chaplin; Hollywood musical period emerged; existing genres transformed. There were also new kinds of genres in music. (Hollywood music popular in late 1920’s to early 1950’s) * Transformation of employment structure (musicians vs. script writers): musicians weren’t needed as much, which was a blow (Depression time). Screenwriters were more in demand, so writers moved towards California. They needed better writers; movies could have...
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...KRAFT’S BUDGETING AND STRATEGY A case study Presented to CASE STUDY IN PRODUCTION AND OPERATION MANAGEMENT BUDGETING AND STRATEGY A KRAFT FOOD INTRODUCTION The company has its origin as National Dairy Products Corporation (National Dairy), formed on December 10, 1923, by Thomas H. McInnerney. The firm was initially set up to execute on a rollup strategy in the then fragmented United States ice cream industry. Through acquisitions it expanded into a full range of dairy products. By 1930 it was the largest dairy company in the United States and the world, exceeding Borden. McInnerney operated the Hydrox Corporation, an ice cream company located in Chicago, Illinois. In 1923 he went to Wall Street to convince investment bankers there to finance his scheme for consolidating the United States ice cream industry. He initially found "hard sledding" with one banker saying the dairy industry "lacked dignity." He persevered and convinced a consortium including Goldman Sachs and Lehman Brothers to finance a rollup strategy. As a result of his efforts, National Dairy Products Corporation was formed in 1923 in a merger of McInnerney's Hydrox with Rieck McJunkin Dairy Co of Pittsburgh, Pennsylvania. The resulting firm was then listed on the New York Stock Exchange with the offer of 125,000 shares having been The firm grew quickly through a large number of acquisitions. As it is typical...
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...Benefit Segmentation: A Dedsion-oriented Research Tool RUSSELL I. HALEY been center M ARKETassegmentation has passessteadily moving towardresearch stage a topic of discussion in marketing and circles. Hardly a conference without at least one session devoted to it. Moreover, in March the American Management Association held a three-day conference entirely concerned with various aspects of the segmentation problem. According to Wendell Smith. "Segmentation l^ based upon developments on the demand side of the market and represents a rational and more precise adjustment of product and marketing effort to consumer or user requirements."^ The idea that all markets can be profitably segmented has now received almost as widespread acceptance as the marketing concept itself. However, problems remain. In the extreme, a marketer can divide up his market in as many ways as he can describe his prospects. If he wishes, he can define a left-handed segment, or a blue-eyed segment, or a German-speaking segment. Consequently, current discussion revolves largely around which of the virtually limitless alternatives is likely to be most productive. According to this ar+icle, mos+ techniques of market segmentation rely only on DESCRIPTIVE factors pertaining to purchasers and are not efficient predictors of future buyer behavior. The author proposes an approach whereby market segments are delineated first on the basis of factors with a CAUSAL relationship to future purchase behavior. The belief underlying...
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...Sport MarHeting Quarterly, 2006, 15, 114-123, © 2006 West Virginia University Coca-Cola vs. PepsiCo — A "Super'' Battleground for the Cola Wars? Steve M. McKelvey Overview of the Soft Drink Industry Coca-Cola: The Defending Champion Since its inception in the late 1800s, Coca-Cola has experienced meteoric growth, progressing from nine glasses per day to nearly 4.5 billion cases on an annual basis ("Top 10," 2004). Today, Coca-Cola offers nearly 400 brands in over 200 countries and controls the highest market share (44%) in the soft drink market ("Top 10," 2004). In addition to its leading global market-share, Coca-Cola also retains the title of having the most popular individual beverage in the world in Coca-Cola Classic, with an 18.6% market share ("Top 10," 2004). Additionally, in 2003 it placed four beverages in the top 10 for individual product sales: Coke Classic (#1), Diet Coke (3), Sprite (5), and Caffeine Free Diet Coke (8) ("Top 10," 2004). Through Research & Development (R&D) and acquisitions, Coca-Cola has also expanded its product line to include non-carbonated beverage products, including: Dasani, Fanta, Fruitopia, Hi-C, Minute Maid, and Mr. Pibb. In 2003, Coca-Cola spent approximately $1.9 billion on marketing and advertising. In November 2004, Coca-Cola CEO Neville Isdell stated that "[Marketing expenditures] would rise by $350-$400 million a year ... forever" (Marketplace Roundup, 2004). Pepsi-Cola: The Challenger With the exception of brief bankruptcy...
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...U.N. Commission on Life Saving Commodities for Women and Children: Country Case Studies May 2012 This is a working document. It has been prepared to facilitate the exchange of knowledge and to stimulate discussion. The findings, interpretations, and conclusions expressed in this paper are those of the authors and do not necessarily reflect the policies or views of the United Nations Commission on Life-Saving Commodities for Women and Children or the United Nations. The text has not been edited to official publication standards, and the Commission accepts no responsibility for errors. The designations in this publication do not imply an opinion on legal status of any country or territory, or of its authorities, or the delimitation of frontiers. Contributors and Acknowledgements Sarah Blake,1 Aubrey Cody,1 Anjali Kaur,1 Nejla Liias, 1 Christopher Lindahl,2 Emily Bell,1 Julie Kragh,1 Jessica Mack,1 and Kristin Cox Mehling1 served as researchers and authors of this working paper. The authors would like to thank the following individuals for their contributions to the development and conceptualization of these case studies: Oliver Sabot Hans Hogerzeil Patricia Mechael Catherine Taylor Kanika Bahl Julia White Kabir Ahmed Mark Young Renee van de Weerdt Deborah Armbruster Jennifer Lockwood-Bergeson Michael Mbizvo Clinton Health Access Initiative Groningen University mHealth Alliance PATH Results for Development Institute UN Secretariat UNFPA UNICEF UNICEF USAID USAID WHO ...
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...10000 quiz questions and answers www.cartiaz.ro 10000 general knowledge questions and answers 10000 general knowledge questions and answers www.cartiaz.ro No Questions Quiz 1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 Carl and the Passions changed band name to what How many rings on the Olympic flag What colour is vermilion a shade of King Zog ruled which country What colour is Spock's blood Where in your body is your patella Where can you find London bridge today What spirit is mixed with ginger beer in a Moscow mule Who was the first man in space What would you do with a Yashmak Who betrayed Jesus to the Romans Which animal lays eggs On television what was Flipper Who's band was The Quarrymen Which was the most successful Grand National horse Who starred as the Six Million Dollar Man In the song Waltzing Matilda - What is a Jumbuck Who was Dan Dare's greatest enemy in the Eagle What is Dick Grayson better known as What was given on the fourth day of Christmas What was Skippy ( on TV ) What does a funambulist do What is the name of Dennis the Menace's dog What are bactrians and dromedaries Who played The Fugitive Who was the King of Swing Who was the first man to fly across the channel Who starred as Rocky Balboa In which war was the charge of the Light Brigade Who invented the television Who would use a mashie niblick In the song who killed Cock Robin What do deciduous...
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...9-709-462 REV: JANUARY 15, 2010 JUAN ALCACER DAVID COLLIS MARY FUREY The Walt Disney Company and Pixar Inc.: To Acquire or Not to Acquire? In November 2005, Robert Iger, the newly appointed CEO of the Walt Disney Company, eagerly awaited the box office results of Chicken Little, the company’s second computer-generated (CG) feature film. He knew that, for Disney as a whole to be successful, he had to get the animation business right, particularly the new CG technology that was rapidly supplanting hand-drawn animation.1 Yet the company had been reliant on a contract with animation studio Pixar, which had produced hits such as Toy Story and Finding Nemo, for most of its recent animated film revenue. And the co-production agreement, brokered during the tenure of his predecessor, Michael Eisner, was set to expire in 2006 after the release of Cars, the fifth movie in the five-picture deal. Unfortunately, contract renewal negotiations between Steve Jobs, CEO of Pixar, and Eisner had broken down in 2004 amid reports of personal conflict. When he assumed his new role, Iger reopened the lines of communication between the companies. In fact, he had just struck a deal with Jobs to sell Disneyowned, ABC-produced television shows—such as “Desperate Housewives”—through Apple’s iTunes Music Store.2 Iger knew that a deal with Pixar was possible; it was just a question of what that deal would look like. Did it make the most sense for Disney to simply buy Pixar? Walt Disney Feature Animation ...
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