Kraft Foods' Mobile Marketing Strategy

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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

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"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.


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

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Kraft Foods' Mobile Marketing Strategy - Next Page>>

1] "Kraft Offers Recipes on the Move with Mobile Site,", 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,", 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,", May 13, 2009.

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