Business Case Studies, Consumer Behaviour Case Study, Kraft Foods Inc.: Redefining Marketing to Kids

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Consumer Behaviour Case Study

Case Title:

Kraft Foods Inc.: Redefining Marketing to Kids

Publication Year :  2006

Authors: Abdul Samad & Sumit Kumar Chaudhuri

Industry: Food, Diary and Agriculture Products


Case Code: CSB0015

Teaching Note: Available

Structured Assignment: Available

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By 2005, Kraft Foods Inc.(established in 1903) had become the world's second largest food and beverage company (after Nestle) with a turnover of $32 billion. Kraft Foods had always enjoyed the patronage of children (aged less than 12 years) with this segment contributing nearly half of its sales. However, since the 1990s, the company had been witnessing a growing concern about obesity among children, its mainstay for a long time. To address this concern, Kraft Foods has redefined its marketing efforts, having decided to dispense with advertising targeted at children aged less than 12 years.

Pedagogical Objectives:

  • To discuss the strategies adopted by Kraft Foods Inc. to portray itself as a healthy foods company
  • To discuss the efficacy of its efforts to redefine marketing to children.

Keywords : Top food and beverage company, Philip Morris Companies Inc, Altria Group Inc, Marketing to kids, Childhood obesity, Anti-obesity initiatives, Marketing Strategies Case Study, Kids foods and beverages, Centre for science in public interest, Marketing in schools, Healthier foods, Advertising to children, Anti-tobacco campaign, Sensible solution, Tobacco settlement agreement, Member of Summit ?Honor Roll?


  • Kraft: A Marketer for Children
  • Redefining Marketing Strategy in the Anti-Obesity Era

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