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Since consumers are influenced by visual imagery, the environment in which they view things is important (Meyvis et. al, 2012). If children are the target audience, then this would be fine. but, it is safe to assume that Kraft is targeting an adult audience. After viewing this section, the consumer may decide not to view anything else because they may not take Kraft seriously.
The other section of Kraft's website that appears on the main page is the 'Recipes and Product Information' option. When this option is selected, the consumer is taken to a page that also displays a menu bar at the top. What works in Kraft's favor is that they were conscientious enough to post recipes and other information specifically geared toward the consumer. The marketing message on this page implies that Kraft is grateful for the consumer purchasing their products and to show their gratitude, they are posting helpful suggestions (recipes) on how the products can be used.
Even though this section of the website is labeled 'Recipes and Product Information', it is more of a customer appreciation page. Having said this, there are things that could have been done better. The overall page is too busy. When selecting a choice from the menu bar at the top, the consumer is flooded with too many pictures, different recipes and other visuals. It is information overload. It gives the consumer too many things to try to focus on at once, which can not only be confusing, but frustrating. Kraft should customize this part of their website so that it is more organized. Since this is probably the section of the website that a large number...
Organized information provided by companies to consumers on their websites can reduce the time spent on searching for information, thereby raising customer loyalty (Fan and Tsai, 2010).
Overall, Kraft has done a decent job with their website. It is packed full of useful corporate as well as consumer information. The company may want to consider the way some of this information is displayed. The consumer should always be considered when a company is designing a website since they are the target audience. Kraft Foods has been around for many, many years and with the appropriate marketing and website design techniques, they can and should expect to be in a top position for many more years to come.
References
Fan, W. & Tsai, M. (2010). Factors driving website success -- the key role of the Internet customisation and the influence of website design quality and Internet marketing strategy. Total Quality Management & Business Excellence, 21(11), 1141-1156. doi:10.1080/14783363.2010.529335
Kotler, P., & Keller, K.L. (2012). Connecting with Customer. Marketing Management (14th ed., pp. 122-149). Upper Saddle River, N.J.: Pearson Prentice Hall.
Meyvis, T., Goldsmith, K., & Dhar, R. (2012). The importance of the context in brand extension: How pictures and comparisons shift consumer's focus from fit to quality. Journal of Marketing Research, 49(2), 206-217. Retrieved May 2, 2012, from http://www.journals.marketingpower.com/doi/pdfplus/10.1509/jmr.08.0060
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