Case Code : CLMM073
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 02 Pages
Price : Rs. 100
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Consumer behavior, consumer insights, marketing, advertising, price-conscious consumers, purchase behavior, cost-cutting, sales promotion, campaigns, budget-conscious families, economy, Kraft Foods Inc., Kraft, ACNielsen
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Increasing commodity costs and a slowdown in the economy are posing tough challenges to the manufacturers of food products in the US. Analysts believe that consumer behavior related to the purchase of food items had undergone significant change in these difficult times as the consumers did a juggling act to balance their budgets while trying to opt for a healthier diet. Kraft Foods Inc., realizing the importance of consumer insights, took special care to observe what consumers were choosing to eat in these troubled times.
Analysts noted that this was a challenging situation for the manufacturers as consumers bought less or switched to lower-priced substitutes...
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