Kraft Foods "Marketing On The Go" Essay

Kraft Foods "Marketing On The Go" Essay

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Kraft Foods is the largest confectionery, food, and beverage corporation headquartered in the United States and the second largest in the world, marketing a vast number of brands in over 155 countries (NYSE, 2010). A big reason Kraft Foods has been so successful over the years is that they are always trying to remain current and creative when they market their products, and really have developed a firm grasp on their target markets. In 2008 Kraft changed the way companies will market their products, when they introduced their new Brand of instant coffee, and created a platform to connect themselves with their consumer at the point of purchase, all the while showing the world the future of marketing by taking both promotional ideas mobile (Wirelessfederation, 2010).

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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