Magazine article Marketing

Kraft Focuses Increased Spend on Power Brands

Magazine article Marketing

Kraft Focuses Increased Spend on Power Brands

Article excerpt

Kraft has outlined plans to hike its global marketing spend and identified several regional 'power brands' that will receive the best part of the investment.

The US food company made the disclosure during an update on its global strategy.

Speaking to analysts, Irene Rosenfeld, chairman and chief executive of Kraft, said marketing will play a central role in developing the company.

While she did not reveal exact figures, Rosenfeld added: 'We've built a solid foundation for growth. By leveraging our scale, making strategic investments in marketing, sales and innovation and establishing a world-class cost structure, we will take our performance to the next level.'

Kraft will skew its investment toward its power brands, which include Milka chocolate, Oreo cookies and Trident chewing gum. It also pledged to apply an 'entrepreneurial' mindset to local brands such as Dairylea.

This shift in strategy coincides with Kraft's review of its global Milka advertising account, which is currently handled by Ogilvy & Mather and run from its Paris office. The UK business is expected to be included in the review.

In the presentation, Kraft claimed that it had retained key Cadbury management and marketers, despite the departures of Lee Rolston, global Cadbury brand director, and Phil Rumbol, Cadbury's marketing director and the architect of much of its recent high-profile advertising. …

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