Kraft Foods' Mobile Marketing Strategy

Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTG232
Case Length : 15 Pages
Period : 2008-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Kraft Foods Inc.
Industry : Consumer Packaged Goods
Countries : Europe; USA

To download Kraft Foods' Mobile Marketing Strategy case study (Case Code: MKTG232) click on the button below, and select the case from the list of available cases:

Price:
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra

» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company

Custom Search

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Chat with us

Please leave your feedback

<< Previous

"Kraft Foods has focused its mobile strategy on one goal: to extend its reach toward any mobile phone with an Internet connection. The brand's ambition was to facilitate engagement and help drive additional engagement on multiple platforms." ¹

- A spokesperson, Phonevalley², in 2009.

"Kraft made waves late last year with the launch of its phenomenal iFood Assistant iPhone app, which quickly became one of that platform's 100 top paid apps and showed the world that consumers will not only accept branded apps, but will even be happy to pay for them. Now, Kraft is working with Digitas and PhoneValley to launch a mobile website that offers some of the same content, but now available on any web-enabled mobile phone."³

- Rick Mathieson, writer, author, speaker and media commentator, in 2009.

Introduction

In May 2009, Kraft Foods Inc. (Kraft), the second largest Consumer Packaged Goods (CPG) company in the world, launched a new mobile website to reach out to more consumers in the US. The site offered consumers access to a database of recipes based on ingredient or meal category and was promoted through mobile search and banner ads on Yahoo! Inc's⁴ Web portal.

Talking about the new site, Alexandre Mars (Mars), CEO of Phonevalley, said, "Mobile is obviously the perfect media to execute Kraft's strategy. Mobile is now in every pocket and Kraft Foods' mobile site gives access to recipes while consumers are in their grocery store or in their kitchen."⁵

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Kraft Foods' Mobile Marketing Strategy - Next Page>>

1] "Kraft Offers Recipes on the Move with Mobile Site," www.phonevalley.com, May 14, 2009.
2] Founded in 2001, Phonevalley is a US-based mobile marketing agency. It is a part of the Paris-based communication agency the Publicis Groupe. Phonevalley provides a full service offer in mobile marketing which includes mobile media planning and buying, mobile interactive services (mobile Internet sites, mobile applications, branded content & promotions), and strategic consultancy.
3] Rick Mathieson, "Kraft Foods Goes Mobile," http://maverix.typepad.com, May 12, 2009.
4] Yahoo! Inc. is a US-based global Internet services company headquartered in Sunnyvale, California, USA. It provides a range of products and services that include a web portal, a search engine, the Yahoo! Directory, Yahoo! Mail, news, and posting.
5] Giselle Tsirulnik, "Kraft Foods Drives Traffic to New Mobile Site via Banners," www.mobilemarketer.com, May 13, 2009.

Custom Search


Fundamentals of Marketing Management Workbook Workbooks Collection	Case Studies in Marketing - Vol. II Case Study Volumes Collection	Fundamentals of Marketing Management ICMR Textbooks Collection