Kraft foods case study: Marketing plan to address fears of rising child obeisity using Chris Fill's 1999 Marketing Communications Planning Framework.

Essay by I_bite_badgersUniversity, Bachelor'sC+, March 2004

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TO:Will Fleming

From:Antony Clark

Module:Integrated Marketing Communications

RE:Kraft Foods


In light of recent findings relating to child obesity, Kraft foods have taken steps to 'diffuse the obesity time-bomb' through implementing ethical initiatives based in the following areas:

Product nutrition

Marketing practices

Consumer information

Public outreach and dialogue

The following marketing plan is based upon Chris Fill's Marketing Communications Planning Framework (2002).

The intention of the plan is to use integrated marketing techniques to effectively communicate these 'caring and compassionate' values with various targets, focussing on the children's snack food industry.

Context analysis

Business context

Kraft Foods Inc are the second largest food company in the world (1), Kraft foods own brand names which are in the core categories of coffee, cheese, confectionery, desserts and grocery. Kraft Foods UK currently employ 2750 people (2) and its turnover was £708 million in 2002(2).

In the UK Kraft hold either the No1 or No2 market share positions for coffee, soft white and processed cheese, convenience meals (Lunchables®), custards, cold instant desserts and dressings(1).

World wide, Kraft own 61 brands, in the UK the major brand names are:

Coffees:Kenco®, Maxwell House® Carte Noire®

Confectionery:Terry's Chocolate Orange®, Terry's All Gold® Toblerone®

Cheese:Dairylea® and Philadelphia®


The product offering by Kraft fit into the Fast Moving Consumer goods sector. Within those specifically aimed at children, the following products lie:

Dairylea Triangles


Lunchables (including fun packs, e.g. hot dogs, pizzas etc)

Strip cheese



Sainsbury's Blue Parrot range are currently a major UK competitor for the Dairylea 'lunchbox' products, as are Babybel, Primula, supermarkets own brands, school dinners and traditional homemade options.

The cheese market in the UK is large (worth £1.6bn RSP (3)) but still growing, the 'kids' market is alone is worth £141m (up 15% in the last year) (3).

Kraft's products...