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    Kraft Food Australia Case Analysis: Maricris M. Usita Oliver M. Dimaano Marcelo C. Mendoza

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    Khris Usita
    Kraft Food Australia is a subsidiary of Kraft Foods, the second largest food company in the world. It is based in Melbourne and has $650 million in annual sales. One of its flagship brands, Vegemite, is an iconic Australian product. Kraft was facing issues with the branding of a Vegemite extension and sought an analytics solution. IBM provided a tool to analyze customer data and online discussions around Kraft's brands to help improve branding strategies and detect potential threats to reputation. Sales reports and information on strengths, weaknesses were also available to inform the solution.

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    Kraft Food Australia Case Analysis: Maricris M. Usita Oliver M. Dimaano Marcelo C. Mendoza

    Uploaded by

    Khris Usita
    226 views7 pages
    Kraft Food Australia is a subsidiary of Kraft Foods, the second largest food company in the world. It is based in Melbourne and has $650 million in annual sales. One of its flagship brands, Vegemite, is an iconic Australian product. Kraft was facing issues with the branding of a Vegemite extension and sought an analytics solution. IBM provided a tool to analyze customer data and online discussions around Kraft's brands to help improve branding strategies and detect potential threats to reputation. Sales reports and information on strengths, weaknesses were also available to inform the solution.

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    Kraft Food Australia

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    Kraft Food Australia is a subsidiary of Kraft Foods, the second largest food company in the world. It is based in Melbourne and has $650 million in annual sales. One of its flagship brands, Vegemite, is an iconic Australian product. Kraft was facing issues with the branding of a Vegemite extension and sought an analytics solution. IBM provided a tool to analyze customer data and online discussions around Kraft's brands to help improve branding strategies and detect potential threats to reputation. Sales reports and information on strengths, weaknesses were also available to inform the solution.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    226 views7 pages

    Kraft Food Australia Case Analysis: Maricris M. Usita Oliver M. Dimaano Marcelo C. Mendoza

    Uploaded by

    Khris Usita
    Kraft Food Australia is a subsidiary of Kraft Foods, the second largest food company in the world. It is based in Melbourne and has $650 million in annual sales. One of its flagship brands, Vegemite, is an iconic Australian product. Kraft was facing issues with the branding of a Vegemite extension and sought an analytics solution. IBM provided a tool to analyze customer data and online discussions around Kraft's brands to help improve branding strategies and detect potential threats to reputation. Sales reports and information on strengths, weaknesses were also available to inform the solution.

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    © All Rights Reserved
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    of 7

    KRAFT FOOD

    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.

    • Kraft Foods should aware where their majority of immigrants came


    from and conduct analysis for what culture and food they usually eat.
    • Kraft foods may established a food systems that will enables them
    know how their customers consume their products.
    • They could provide recipes in the label of the product that will help
    new customers know how they could use the product.
    • Kraft Foods may also use advanced algorithms to extract insights
    from user generated content posted on the Web in the form of blogs,
    message boards, and online news sources.
    • Its purpose is to monitor the online “chatter” associated with their brands, and
    thus enable them to detect and react to content messages that have the potential
    to adversely affect their brand and reputation and has ability to:
    • Identify market opportunities at a very early stage
    • Detect and respond to threats to Kraft’s brands and corporate
    reputation
    • Increase sales and customer loyalty through more targeted brand
    advertising campaigns.
    TEXT MINING ATTRIBUTES

    ATTRIBUTES DATA TYPES


    Customer_no Numeric
    Categories Text
    Date_added Text
    Name_product Text
    Prices Numeric
    Review_date Text
    Review_rating Numeric
    Review_text Text
    Review_user Text
    THANK
    YOU!

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