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Krafts Marketing and Sales Strategy - Assignment Example

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The purpose of the research paper “Kraft’s Marketing and Sales Strategy” is to analyze Oreo Cookies, the top-selling cookies in the U.S. Kraft Foods has to reinvent new image of Oreo cookies to make it acceptable for the Chinese…
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Krafts Marketing and Sales Strategy
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Download file to see previous pages Kraft’s respond to the macro-environment of China is through research of the different demography of Chinese consumers, their capacity to purchase, and their eating patterns.  This led Kraft to reinvent the traditional Oreo cookies to Chinese style cookies; from cookie form to wafer and lesser sweet, the packaging and the content of the package (wherein the original content is 14 Oreos which costs 72 cents reduced to fewer pieces of Oreos and costs only 29 cents), and the Chinese style Oreo can withstand the extreme climate of both Northern and Southern region of China.  In the micro-environment, Kraft responded in dealing with the management team, wherein all the members of the management team were replace by entrepreneurial team of local Chinese managers thus, creating positive output of introducing Oreo to Chinese consumers.  Kraft also outsourced marketing teams, in the form of students to become ambassadors of Oreo wherein, the job of these local students is to campaign the Oreo to 300,000 consumers cents reduced to fewer.  These ambassadors also campaigned the Oreo through basketball wherein, introducing the Oreo being dunked in the milk.This type of strategy also helped Kraft to be responsive to global environment’s opportunities.  They also studied the eating habits and preferences of different countries and were able to produce Kraft products according to the preferences of the consumers in different countries. ...
Kraft considered other alternatives to make Chinese consumers patronize Oreo cookies. OREOS AND MILK, CHINESE STYLE 4 Discussion In 1996, Kraft Foods introduced Oreo cookies in China in the form of the original top-selling Oreo cookies of the U.S. However, even a lot of marketing effort has been done, the sales of the Oreo cookies in China remained flat. This statement is supported with my aforementioned discussion in the research. The study is limited to Kraft Food and its marketing strategy in selling Oreo cookies in China. Kraft’s respond to the macro-environment of China is through research of the different demography of Chinese consumers, their capacity to purchase, and their eating patterns. This led Kraft to reinvent the traditional Oreo cookies to Chinese style cookies; from cookie form to wafer and lesser sweet, the packaging and the content of the package (wherein the original content is 14 Oreos which costs 72 cents reduced to fewer pieces of Oreos and costs only 29 cents), and the Chinese style Oreo can withstand the extreme climate of both Northern and Southern region of China. In the micro-environment, Kraft responded in dealing with the management team, wherein all the members of the management team were replace by entrepreneurial team of local Chinese managers thus, creating positive output of introducing Oreo to Chinese consumers. Kraft also outsourced marketing teams, in the form of students to become ambassadors of Oreo wherein, the job of these local students is to campaign the Oreo to 300,000 consumers. These ambassadors also campaigned the Oreo through basketball wherein, introducing the Oreo being dunked in the milk. This type of strategy also helped Kraft to be responsive to global environment’s ...Download file to see next pagesRead More
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