My task today is to complete a content analysis using the
questions below, for the company of my choice. For this blog, I will choose
Kraft Foods Inc.
Question 1: How is your company currently perceived by its public?
According to information posted on their website, Kraft
Foods was the world’s second largest food company. During that year, Kraft
raked in $49.2 billion in revenues. These stats illustrate how popular the
Kraft branding really is.
Question 2: What messages are being conveyed?
Based on the information found at http://www.kraftfoodcompany.com, one
of the goals for Kraft is to establish a good relationship with their
consumers. People can find variety of information from facts about the company
to strides they are making manufacturing operations more environmentally
friendly. Kraft Foods wants to convey to their customers that they want to make
this world a better place developing healthier food and manufacturing it in a way that’s healthy for the planet. One of the
main mottoes found many of Kraft’s websites is “Eat delicious, live well.”
Question 3: do you think the PR & marketing is effective? Why or
why not?
I think the PR and marketing for Kraft foods is effective. The
fact that Kraft is able to capture a large part of the market share (2nd
in the world) demonstrates that PR and marketing folks are doing something
right. Based on the revenue Kraft Foods generate, consumers associate Kraft
products with quality and value. Additionally, being able to support a company
that is dedicated to be energy efficient and reduce waste is an added bonus.
References: http://www.kraftfoodcompany.com
James,
ReplyDeleteAs someone who works at a food company, I can tell you, there's SO much that shapes public perception of your company and brand -- products, cop orate responsibility and sustainability, and marketing -- just to name a few.
Do you think that Kraft manages to convey all of those messages successfully as well as the messages they send to consumers? Do you feel like there are any areas upon which they could improve their communication?
Good post!
I'm surprised to learn Kraft is the second largest. I had always believed them to be the largest from what I saw working in a grocery store. Anyway, there is one interesting PR stunt I remember Kraft doing fairly recently. There had been a viral video on Youtube of a homeless man with a 'voice of gold'. Kraft got in contact with that man and paid to use his voice in some of their commercials. I remember tons of sites praising Kraft for this action which generates a positive image of the company.
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteIt is good that Kraft Foods Inc. cares about the well being of their consumers. I have noted that within the last few years, they are even offering healthier versions of the American staple, macaroni and cheese. In today's day and age, it is important for companies to be socially responsible.
ReplyDeleteIt is ultimately the choice of the consumer, but with the current obesity epidemic in the United States, it is imperative that low fat options are available to consumers at a reasonable price. Many people eat poorly due to the expense of eating healthily. Kraft does a good job of keeping their low fat options affordable, so they can positively impact lives (and waistlines) around the world.
James,
ReplyDeleteTell me why I was going to pick Kraft Foods for my content analysis! But good choice though. I wanted to chime in and agree with Ali. Eating healthy is expensive, and Kraft shifted over the past years with their low fat options. I have seen where Kraft foods has a section on their website where you can get a lot of healthy recipes and they are affordable. Social responsibility is key!