A Presentation by Students of SPJCM for educational purpose , Information collected
from secondary sources.
Kraft Foods Inc. is the world's second largest
food and beverage company in the world.
Kraft had revenues of over $34 billion in 2005.
Kraft is an American owned company with
brands that include global market leaders.
Kraft Foods is classified as a Fast Moving
Consumer Goods (FMCG) company.
Kraft worldwide currently has over 100,000
employees, operating in 150 different countries
The staying power
of these brands is
undisputed - some
already have over
100 years of sales
The company's major
• Maxwell House®
• Terry's All Gold®
Stakeholders are individuals and
groups with an interest in a
company and its activities. They have
a key influence on decisions that
modern companies make.
Employees They take pride in working for a well-
respected company and look to have a secure job,.
Customers Organizations such as supermarkets
and other retail outlets that buy Kraft products.
Consumers Purchasers and users of Kraft
Shareholders People and institutions who own
shares in companies
Suppliers Firms that supply Kraft with its
What types of products are
consumers looking for ?
What price are they willing to pay
Where do they want to buy these
What tome of advertising
and promotional activity will attract them.
The sales team is Category Planning Category Development
further split into teams ensures that sales use the market
, of which look after targets are met by research information
specific customers This overseeing the provided by Marketing
role is known as promotional plans for to create a 'sales
'Account Management‘. each customer. rationale'.
In order to range for
products. achieve Sales each
Sales team at
Kraft needs to
space on the of
concepts for new
Evaluation the final
concept to Sales
Product arrives opportunity to
in store customers
Working with Year plan for the
Supply Chain product
Innovation – Satisfying real-life needs with unique
Quality – Fulfilling a promise to deliver the best
Safety – Ensuring high standards in everything we
Respect – Caring for people, communities and the
Integrity – Doing the right thing
Openness – Listening to the ideas of others and
encouraging an open dialogue