Kraft Tests Recipe for Selling in a Recession†

Key Is Finding Value, Solutions That Appeal to Strapped Customers

Advertising Age, November 10, 2008 — Kraft's chief marketer, Mary Beth West, maintains that you don't have to market differently during in a recession. You just have to understand your consumers better.

It's become particularly critical for Kraft Foods — which is in the midst of a complicated turnaround — to remind its customers why they should pay more for name-brand products when most of them are slashing their household budgets.

Stay-at-Home Trend Feathers Samsung Nest†

Fewer Families Going Out Means More Sales of HDTV, Sound Systems

Advertising Age, November 3, 2008 — Steven Cook came to Samsung Electronics America a little over a year ago, after 13 years at Coca-Cola and another 13 years before that at Procter & Gamble. Mr. Cook said Samsung now sits at No. l or No. 2 in most of its product categories, similar to successful classic consumer-package-goods makers. With the commoditization of electronics — much like package goods — his job is to continue to differentiate Samsung as a premium brand.