Case Study 1: KRAFT FOODS CANADA: TARGETING THE MILLENNIALS

QUESTION

ASSIGNMENT QUESTIONS

1.How should Kraft Canada make the brand messaging of Kraft Singles compelling to Canadian millennial moms?

2.What product innovations should the company bring to Kraft Singles, coinciding with the new messaging?

3.How should Kraft Canada ensure that, in pursuing Canadian millennial moms, it will not alienate its traditional customer group—Canadian families?

4.What are the contextual and organizational factors influencing the process of retargeting a brand like Kraft? How?

5.How does Kraft develop a messaging framework?

6.How does Kraft use the customer profile research to make mid-course corrections?

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