In 2014, Kraft Foods Canada was working on an action plan for Kraft Singles, the business'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).
Three predicaments were faced by the company. Should Kraft Canada make the brand messaging of Kraft Singles compelling to Canadian millennial moms? What product inventions should coincide with the new messaging? How should Kraft Canada ensure that its traditional customer group wouldn't alienate?
PUBLICATION DATE: June 06, 2016 PRODUCT #: W16335-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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