When Kraft Foods, launched Jacobs 3in1/2in1 instant coffee, they were introducing a product into an already very competitive and dense instant coffee market. Therefore, Kraft had to find a cheep and affective way to get their product samples out to the current market and a target market that would be open to change and innovation and act as catalysts to promote their new product (primarily young coffee drinkers). Kraft put it’s money into the hands of an up and coming marketing group called YOC, who were convinced that mobile marketing was the way of the future and would work perfectly for their sampling campaign. YOC’s idea was to use traditional media to advertise the product, and placed control directly in the hands of the consumer by letting them order samples of the product for free using SMS from their mobile phones (Wirelessfederation, 2010) Kraft would use Short codes and key words promoted across traditional print and TV ads, inviting consumers to send an S...
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- Kraft Foods, Inc is the major trademarked food and beverage corporation in North America and the second leading in the world. The company functions in more than 155 countries transversely the globe. Kraft Foods markets the globe's preferred food and beverage brands in five product divisions mostly the beverages, snacks, cheese and dairy, convenient and grocery meals. Kraft Foods or Kraft Foods Inc. (NYSE:KFT) concentrates in the manufacturing and marketing of food products, as well as beverages, snacks,cheese, convenient meals and a variety of packaged grocery products.... [tags: goals, plan, marketing]
893 words (2.6 pages)
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3268 words (9.3 pages)
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1490 words (4.3 pages)
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1318 words (3.8 pages)
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1641 words (4.7 pages)
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1594 words (4.6 pages)
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1849 words (5.3 pages)
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521 words (1.5 pages)