Sales_Promotions

Promotions Monica Radford Indiana Wesleyan University BBAO60/MGT421 Marketing Management Facilitator: Gerald Holland October 19, 2011 I have read and understand the plagiarism policy as outlined in the syllabus and the sections in the Student Bulletin relating to the IWU Honesty/Cheating Policy. By affixing this statement to the title page of my paper, I certify that I have not cheated or plagiarized in the process of completing this assignment. If it is found that cheating and/or plagiarism did take place in the writing of this paper, I understand the possible consequences of the act/s, which could include expulsion from Indiana Wesleyan University. Sales promotions are an ongoing thing in today’s economy. We as consumers are always trying to find a bargain in order to save money. Per the textbook, marketers recognize sales promotions as an integral part of the marketing plan and the focus has shifted in order to build brand equity and maintain continuing purchases (Boone & Kurtz, 2010). Kraft Foods is the epitome of sales promotions. Kraft is the largest branded food and beverage company in North America and the second largest in the world. It operates in more than 150 countries worldwide (Wohl, 2011). Kraft Foods markets the world's favorite food and beverage brands in five product sectors namely the snacks, beverages, cheese and dairy, grocery and convenient meals. Kraft also has 35 major brands with more than 100 years of remarkable achievements in products such as the Oscar Mayer meats, Maxwell House coffee, Jell-O gelatin and Milka chocolate (Our Brands, n.d.). Kraft constantly strives to continue making historic records with the launch of different new products designed to meet the ever-changing needs of the consumer. Kraft’s vision is to meet consumers' needs and making food enjoyable and healthier. Kraft strives to deliver the message to their consumers that they value the importance of health and wellness by providing the best value and quality of their products and services. With that being said, I noticed several other premium promotions that had been conducted this year. For instance, they had a promotion during the summer with Pepsi. If you bought a case of Pepsi, you received a box of Ritz crackers for free. They have also started a promotion involving Nilla Wafers. If you buy a pack of Nilla Wafers you will receive a coupon for a free bunch of bananas. This product is quite popular during the holidays. Kraft has also provided sampling by giving coupons for free Kraft Homestyle Macaroni & Cheese. Although this product hit the shelves last year, it was Kraft’s way of introducing a new product to their consumers. Needless to say, I am a huge fan of this product. Kraft has also issued a two-cookie sample pack of Newton Thin Crisps. They are a flat cookie version of Fig Newtons that comes in a variety of flavors. Kraft had a few bonus packaged items. One of the most popular was Oreos and Chips Ahoy. If you purchased a package of either one of the cookies, you received an additional sleeve of cookies within the pack at no extra cost. They also promoted a Wheat Thins bonus pack. If you bought a box of Wheat Thins, you received 30% more at regular price. Kraft has a new item called Velveeta Cheesy Skillets. Since it is new, they have a premium deal. If you buy one of the skillet meals, you get another one free. The skillet meals were produced in order for families to eat together at home instead of going out to eat. It’s affordable and easy to prepare. Kraft products was featured on the TLC show “Extreme Couponing” which follows people who use coupons and sales to get sharply discounted or free goods, and has more than 261,910 people who “like” it on Facebook. (Wohl, 2011). Kraft Foods promotes good health and helps those in need. They have created a program called the Kraft Foods Mobile Pantry program. (Our Brand, n.d.). "The mobile pantries are uniquely designed to help food banks expand their reach and bring food assistance to underserved areas," says Nicole Robinson, Vice President, Kraft Foods Foundation." With a diverse selection of fresh fruit and vegetables, dairy and protein, the trucks deliver a good mix of nutrition and help close the gap for our neighbors in the nation's food desert." As if the food pantry wasn’t enough, Kraft has merged with charities such as Huddle for Hunger and the Susan B. Komen Foundation. During these seasonal promotions, if you purchase a Kraft product, a percentage of the proceeds go toward the charities (Community, n.d.). As a consumer of Kraft products, the promotion that is more appealing to me is the one that involves charities. I have lost family members to cancer and always trying to do my part to support charitable organizations that are trying to raise money to find a cure. It makes me feel great knowing that a portion of the proceeds from my Kraft purchases are going towards a great cause. I honestly believe that this is a win-win situation for everyone. Being able to help those less fortunate and/or those battling cancer by purchasing their products, I feel as though I’m helping out a family in need. I have also served food at shelters and have seen how happy and grateful the homeless are for having a hot meal. I give all year round to different charities and volunteer my services because it allows me to give back to the community. I commend Kraft for having such a huge heart and volunteering their services to help those less fortunate both nationally and internationally. References Boone, L. & Kurtz, D. (2010). Contemporary Marketing (15th ed.). Mason, OH: South-Western Cengage Learning Community Involvement. (n.d.). Retrieved October 17, 2011, from http://www.kraftfoodscompany.com/About/community-involvement/community-involvement.aspx Our Brands. (n.d.). Kraft Foods Make Today Delicious. Retrieved October 17, 2011, from http://www.kraftfoodscompany.com/Brands/index.aspx Wohl, J. (2011, July 19). Consumer goods promotions skyrocketed in 2010-study| Reuters. Breaking News, Business News, Financial and Investing News & More | Reuters.co.uk. Retrieved October 17, 2011, from http://uk.reuters.com/article/2011/07/19/consumer-promotions-idUKN1E76H0Q120110719