Kraft Food Australia Case Analysis: Maricris M. Usita Oliver M. Dimaano Marcelo C. Mendoza
Kraft Food Australia Case Analysis: Maricris M. Usita Oliver M. Dimaano Marcelo C. Mendoza
Kraft Food Australia Case Analysis: Maricris M. Usita Oliver M. Dimaano Marcelo C. Mendoza
AUSTRALIA
CASE ANALYSIS
MARICRIS M. USITA
OLIVER M. DIMAANO
MARCELO C. MENDOZA
ADVANCED DATA MINING APRIL 28, 2019
KRAFT FOOD AUSTRALIA
• Established in 1926
• A subsidiary of Kraft Foods, the second largest branded
food and beverage company in the world.
• Kraft Australia is based on Melbourne and has sales
revenue of $650 Million.
• The company’s flagship brand-vegemite, has long been
considered an Australian national icon.
WHAT ARE THE PROBLEMS THAT NEED
TO ADDRESS
• Analyze the issues and challenges in naming a brand (new brand,
brand extension, rebranding).
• Construe the effectiveness of crowd sourcing in branding
decisions.
• Use marketing research in branding decisions.
• Utilize social media as a marketing tool to generate publicity for
a product.
• Analyze why the target segment rejected the brand name ‘iSnack
2.0’ for the brand extension of the iconic Vegemite brand.
• Kraft could have made the branding campaign and strategies
more effective.
THE DATA AVAILABLE THAT CAN BE
USED FOR ANALYTICS SOLUTION
• Sales Report
• Strength (Strong brand image and product innovation, strong
distribution network, and focus on research and development)
while their weakness (Declining profitability and geographic
concentration)
SOLUTION
• Kraft Australia engaged IBM to provide its leading edge tool
for Corporate Brand and Reputation Analysis (COBRA) to
conduct a pioneer study of its customer base.