Time For New Market Research Paradigm?

MediaPost Publications, June 8, 2010 — While the Internet and social media are a potential boon to market researchers, they've also raised concerns and ongoing debate about methodology and the ability to project results.

Now, one social media-based research firm is charging into the fray with a report that maintains that today's empowered consumers and marketers' need for faster, actionable insights requires an approach that combines the strengths of newer, "humanistic" approaches with those of traditional, experimentally-based research.

Kraft executive team includes 12 Cadbury chiefs

Marketing Week, March 23, 2010 — Only 12 of the 17 members of Cadbury’s chief executive’s committee have chosen to stay with new owners Kraft. Each of the 12 former Cadbury executives staying has become part of the senior executive team called the EKET, or Extended Kraft Foods Executive Team. About a third of the EKET is from Cadbury. However, no Cadbury executives report directly to Kraft CEO, Irene Rosenfeld - leading observers to raise questions over Cadbury’s integration into the business and further restructuring.

Shopping Aisles at Cutting Edge of Consumer Research and Tech†

They Learned It From You: Marketers Working to Better Understand Supermarket Psychology

Advertising Age, March 15, 2010 — Warning: After reading this story, you might feel like a lab rat the next time you are in a supermarket.

Cameras could be monitoring the time it takes to you browse the aisle and put that box of Mac 'N Cheese in your cart. The purchase itself might have been driven by one of Kraft's "mom cues" designed to tug your heartstrings in the store. Or your motivation may have been an idea from its iFood Assistant that you downloaded in the store. Researchers might later examine your purchase data and household information and pair it with economic models to determine that the store is only getting 10% of your package-dinner dollar — and look for ways to build that up.

Kraft sends Milka into battle with Dairy Milk

Marketing, February 16, 2010 — Kraft is gearing up for a UK roll-out of its flagship Milka chocolate brand, just weeks after purchasing rival brand Cadbury Dairy Milk.

What's Global Reach Worth to Kraft? $19 Billion†

Cadbury Purchase Gives It Distribution and Clout in Developing Markets

Advertising Age, January 25, 2010 — Kraft Foods' agreement to purchase British confectioner Cadbury for more than $19 billion — the culmination of a four-month courtship — is testament to the growth categories major U.S. marketers crave, particularly in developing countries. The purchase would put Kraft atop the $167 billion global confectionery market, and ensure that one out of four of its sales dollars comes from developing markets.

Why Did Kraft Sell Frozen-Pizza Cash Cow to Nestle?†

Deal Gives Food Giant Additional Cash to Pursue Cadbury -- and Possibly Freeze Out Rival in Bidding

Advertising Age, January 6, 2010 — Kraft Foods might have moved a step closer to acquiring Cadbury, raising dough for a bid by selling its thriving frozen-pizza business to Nestle for $3.7 billion. But the move raises a prickly question: Why does Kraft want to trade pizza for chocolate?

What's the Next Marketing Platform? How to Measure Success?†

Ad Age's Media Mavens Answer the Big Questions

Advertising Age, December 9, 2009 — At this year's Media Mavens annual luncheon in New York, Advertising Age honored 16 of the industry's most innovative thinkers from big name marketers including Kraft, Coca-Cola, Ford and Burger King.

Marketers such as Starbucks discover that simple sells

USA Today, October 28, 2009 — Simple is better.

This could be 2010's most powerful marketing mantra.

If 2009's hottest sales pitch was all about buying stuff on the cheap, 2010 marketing will increasingly stress less as more, as in fewer parts, additives or ingredients. While the trend is taking hold in many product categories, including health and beauty items, nowhere is it more apparent than with things we eat and drink.

Crowdsourced branding, a disaster for Kraft?

idsgn, October 15, 2009 — When Kraft launched a spin-off of their uniquely Australian Vegemite spread, they turned to consumers for a name… and it was dropped four days later. Last week another name was announced, can Kraft make it right this time?

Kraft Explains Its Decision to Charge for Its IPhone App†

Five Questions With Director-Innovation Ed Kaczmarek

Advertising Age, October 1, 2009 — To charge or not to charge. That's the question many marketers and media companies building mobile apps are asking themselves. Kraft, which has arguably been one of the more successful marketers in the iPhone App Store, charges 99 cents for its iFood Assistant.