Magazine article Marketing

Marketing Mix: We'll Call You - Kraft

Magazine article Marketing

Marketing Mix: We'll Call You - Kraft

Article excerpt

Devilish rumour-mongers have suggested the food manufacturer is to axe Angel Delight. Say it ain't so.

Kraft Thanks for calling Kraft consumer care, how can I help?

Mktg I've heard that you're going to stop making Angel Delight. Is that right?

Kraft No, that's pure speculation. We are still producing it and will be for a long time. It's our best product.

Mktg Why are people telling me that you're going to cease production, then?

Kraft There's no reason why. We can't get to the source of it either. We can guarantee to customers that we are not axing any of our products.

Mktg I was making Angel Delight with some other mums a few days ago and they all said they had read it was no longer going to be produced because it's not profitable any more.

Kraft I see. That's pure speculation.

Mktg So it's not up for sale?

Kraft No, not at all.

Mktg So, are the papers just making it up?

Kraft None of our senior management has issued any statement about Angel Delight being taken off the line. It's still here and it will be for a long time.

Mktg I've heard you're going to stop making Bird's Custard as well.

Kraft That's not true - it's one of our biggest-selling products. …

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