Kraft mission, Corporation,
Achieve leadership
Fostering innovation
Achieving extravagantly product quality
Keeping a close center on profit margins
Corporate objective
Build superior sword value
Enhance product demand
Expand global scale
Build a learner cost structure
Follow consumer trends
Pod objectives
30% evaluate to be purchased out of home customers
Goal for 80% of SSP railcar owners to try the product
7-14 pods per week by users
60% of repeat purchase
break-dance even by 2006
Households in Canada 6% to adopt SSP in 2004 and then 8% by 2006
2.5 trillion Households in Canada
Kraft History
Kraft performance
Founded as cheese manufacture in 1903
Largest aliment and Beverage Company in the North.
Second largest in the world
Operates in at least 155 countries (2004)
Business in 5 categories
Beverage, snacks, convience meals, cheese groceries,
Currently owns over fifty $100 million brands
Strong distribution network
32% trade share in Canada
Known for innovative new products
Europe coffee pod market
First conceived in 1978 by Italys lly caffe
This targeted office users
plan by Kraft foods in 1982
2003, Kraft marketed pods in 10 European countries
Senseo launched in 2001 first 3 years sell 3 billion
In 2003 single sense pods accounted for 15% of every last(predicate) coffee pods sold in Europe
Canadian coffee market
Coffee market intense- growing selection
Increase in curio store; Tim Hortons or Starbucks
Retail sales- 600 million on 2003
Consumers willing to pay premium for convenice
2% increase in coffee sales
432 million in grocery stores
Large sizing partners- price wars
15-20% sales- double digit growth
Competition- regular coffee
Kraft owns maxwell and Nabob- #1, 32% share
Nestle- 17%
P&G- 9%
mystic Labels- 23%
Smaller companies- 19%
Maxwell- Canadas top sell brand of roast + ground coffee
Nabob- leader of western Canada- #2 internationally
Coffee pod
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