Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Business Problem

No description
by

Blair Mc

on 24 March 2015

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Business Problem

By 2010, reach the top 10 in the Harris Poll Reputation Quotient
Maintain Kraft's presence in 99% of American households
Kraft Foods
Business Problem
Stakeholders
Investors: collectively buying Kraft shares for over 12.9B
Betsy Holden co-CEO
General Mills: Competitors
Sub companies owned by Kraft
Consumers of Kraft
Parents and children
Strategy Going Forward
Goal: Create less controversial advertisements that will still sell Kraft products and develop educational fitness programs to promote a healthy lifestyle through exercise and daily activities in schools.
Possible Solutions
Desirable Outcome
Regain the trust of consumers
Revitalized marketing campaign
Promote healthier food choices and healthier lifestyles in general
Advertising & Children Consumers
Short Term vs Long Term
Less Ads Problem
Advertise their more healthy alternatives
Realistic portion sizes
Aim the advertisements to the parents
Too many advertisements: Blamed for childhood obesity
Advertising strategies:
Pelham vs. McDonalds
Regulations in Children's Advertising Doctrine
Trustworthy reputation at stake
Funding Universe. "Kraft Foods Inc. History." History of Kraft Foods Inc. FundingUniverse. Funding Universe, 2004. Web. 05 Mar. 2015.

Invest approximately 2 million in a national children's fitness campaign
Adhere to standards of children's product ads: More about the product, less about the box (or Post Tokens)
Advertise healthier options (only 5 products meet "healthy food" criteria)
Pelman v. McDonald's Corp. 96. United States District Court Southern District of New York. 22 Jan. 2003. Food Law Cases. The Law, Science & Public Health Law, 2003. Web. 5 Mar. 2015.
Kraft Foods. "KRAFT FOODS INC - 10-Q Quarterly Report - 06/30/2004." KRAFT FOODS INC - 10-Q Quarterly Report - 06/30/2004. N.p., 2004. Web. 05 Mar. 2015.

"Why Kraft Decided to Ban Some Food Ads to Children." WSJ. Web. 5 Mar. 2015. <http://www.wsj.com/articles/SB113072235663483869>.

Partner with health and wellness companies
ie. FitCub
2
Possible Solutions
Kraft Foods. "KRAFT FOODS INC - 10-Q Quarterly Report - 06/30/2004." KRAFT FOODS INC - 10-Q Quarterly Report - 06/30/2004. N.p., 2004. Web. 05 Mar. 2015.

"Why Kraft Decided to Ban Some Food Ads to Children." WSJ. Web. 5 Mar. 2015. <http://www.wsj.com/articles/SB113072235663483869>.

1
Possible Solutions
Kraft Foods. "KRAFT FOODS INC - 10-Q Quarterly Report - 06/30/2004." KRAFT FOODS INC - 10-Q Quarterly Report - 06/30/2004. N.p., 2004. Web. 05 Mar. 2015.

"Why Kraft Decided to Ban Some Food Ads to Children." WSJ. Web. 5 Mar. 2015. <http://www.wsj.com/articles/SB113072235663483869>.

3
Thesis
Kraft Foods. "KRAFT FOODS INC - 10-Q Quarterly Report - 06/30/2004." KRAFT FOODS INC - 10-Q Quarterly Report - 06/30/2004. N.p., 2004. Web. 05 Mar. 2015.

"Why Kraft Decided to Ban Some Food Ads to Children." WSJ. Web. 5 Mar. 2015. <http://www.wsj.com/articles/SB113072235663483869>.

Advertising toward children in this light removed promotion of health, catering only to children's entertainment. For this reason, to regain the trust of its consumers, Kraft must seek new promotion methods.
"Kraft Supplier Diversity - Overview." Kraft Supplier Diversity. Web. 23 Mar. 2015.
"The Harris Poll Reputation Quotient® (RQ®)." Harris Interactive: Reputation Quotient. Web. 23 Mar. 2015.
https://www.wkkf.org/what-we-do/featured-work/school-food-focus
Full transcript