Kraft Heinz Marketing
Kraft Heinz Marketing Solution?
The title first caught my attention with the bold words “Core Customers and Iconic Brands” with “Kraft Heinz” placed at the beginning of it. I did some research into the website and social media of Kraft company and learned that they own brands such as Philadelphia cream cheese, Kool-aid, Velveeta and dozens of others. Before this article I had no idea how important sustainability was to the company and it turns out Kraft Heinz is incredibly eco-friendly. In February 2020, Abram Rivera was hired to be the North-American president of the brand with plans to make Kraft Heinz, “more emphasizing for employees, customer engagement and retail partnerships”. Directly after this announcement in March of 2020, every retailer, manufacturer, production, distribution and supply chain were having difficulties getting products out due to COVID-19. This forced the company to reroute and change their entire marketing strategy. During COVID-19 he managed to work closely with the customer and real time shelf analysis to better understand the inventory levels of specific stores. He also kept the iconic affordability that Kraft Heinz is known for, even with inflation that is actively ongoing. Throughout the entire pandemic, Kraft Heinz kept their value proposition and continued to connect with consumers despite the obstacles posed in front of them. The Value proposition the brand has is their iconic status, creating value for its consumers, and working with its retail partners to ensure products are available to shoppers. During the pandemic they were selling more products due to the decrease in restaurant eating and an increase in people who were cooking at home. Due to the increasing sales the marketing team and Abrams decided to increase packaging size and increase the amount of food in some products, such as family favorites like Lunchables. The company offered $1.00 Lunchables for dollar stores and added multipacks for warehouse club stores, such as 10-packs of Kraft Mac & Cheese and Capri Sun, “We offer great value to families worldwide and are in nearly every kitchen in America. We’re proud of that, and we don’t take it for granted,” said Abrams-Rivera.” They wanted to offer a greater value for the customer which is a perfect example of their value proposition “creating value for its consumers”. Kraft Heinz's biggest challenge is maintaining this demand and maintaining prices after COVID-19. Furthermore, the Kraft Heinz brand is built around family friendliness, something they have actively been able to maintain. The main consumers they market to are families and younger children. I don’t have any critiques on their marketing solution. through the pandemic they created great customer relationships by keeping their prices now for lower income families. When I first read this article it reminded me of Bush's Beans in Kraft's sales strategy. Kraft did the same things, noticed that sales were increasing and expanded on their already known products. They were able to keep prices down even with the consumer price index (CPI) for food segments at 11.8%. They noticed consumers were more focused on value so they offered great solutions to the consumer by expanding package formats and price points. If I was the product manager for the Kraft Heinz company I would do the same thing. The marketing team produced good products at affordable prices when it was most important in consumer society. As well as this, the marketing team has made an amazing website to access information about the brand. The only thing I would want to improve is them posting on social media more frequently. This article was able to teach me how to identify value propositions within a company statement as well as marketing in a time when it is most valuable to the people who need it.
Cited Article and recourse
https://www.kraftheinzcompany.com/
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