Case Solution & Analysis for Kraft Foods Canada: Targeting the Millennials by Allison Johnson, Ramasastry Chandrasekhar.
Complete Case details are given below :
Case Name : Kraft Foods Canada: Targeting the Millennials
Authors : Allison Johnson, Ramasastry Chandrasekhar
Source : Ivey Publishing
Case ID : 9B16A015 / W16335
Discipline : Marketing
Case Length : 12 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
In 2014, Kraft Foods Canada was working on an action plan for Kraft Singles, the company’s brand of processed cheese slices. Although the product had been targeted at Canadian families for decades, Kraft Singles needed to be repositioned toward Canadian millennial moms (those born between 1980 and 2000). The company faced three dilemmas. How should Kraft Canada make the brand messaging of Kraft Singles compelling to Canadian millennial moms? What product innovations should coincide with the new messaging? How should Kraft Canada ensure that it would not alienate its traditional customer group?
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