Kraft Foods Canada Targeting of the Millennials

Situation Analysis

Marketing to Millennials is important. The problem has been that they have been ignored and instead, their parents were the ones that were a market to for many years. This is significant since parenthood is altering the way millennials have been interacting with products and how they pick the products. Before they had children, millennials were particularly more likely to purchase brands that they looked at as having amazing quality. This was regardless of the value. They now put a greater stress on convenience and price in comparison to other features when ordering for themselves. Kraft Canada wants to come up with a way to not just market to the parents, but also to their children in a way that is effective and that can be traded in a way that is appealing (Kraft Foods Canada:Targeting The Millennials 2014). It is evident to the company that such transitions make sense, bearing in mind the heavy monetary weight that child rearing brings to the home.

The research shows that the millennials buy, eat and shop in a different way and are leaving their mark on the food marketing business. Brands from all over the nation are changing their marketing strategies to plea to this rising demographic by concentrating more on social and digital media and by proposing flavors that are bold and new. The objective is to look for something that is unique, not the same. Kraft Canada plans on being the leader of the pack when it comes to brand innovation to petition to the Millennial Mindset customer.

As one of the most iconic brands in a portfolio decades in the making, Kraft Canada is leading the pack when it comes to brand innovation to appeal to the Millennial Mindset consumer. Because the focus has been on the parents of the Millennials, Kraft understands that it needs to reinvent its whole corporate culture to replicate more of a start-up feel that has set up to be efficacious in Silicon Valley.

Focusing on value is one part of the potential strategy. For Kraft, quality is important to the Millennial, but then again, the price must still be reasonable. The catch, unmistakably, is describing \"reasonable.\" Something that is luxurious to one individual may be inexpensive to another, and it may have no connection to take-home pay. This reflects the value an individual puts on the brand and how it fits into their regime.

Positioning Strategy

Millennials need to buy Kraft Singles instead other brands/products that please their similar needs since Kraft commodities are more ground-breaking. The millennial generation stands for the largest generation involving 80 million individuals with above $170 billion in buying influence.

The brand needs to be presented in a way that is eye-catching and generational proper. The millennial generation with its tremendous impact is changing the way that products transmit communications, obliging businesses to modify or suffer the penalties. Millennials advertising and a comprehending of how to grasp the millennial generation is dangerous and will increase your establishment\'s product, and joint marketing communications approach. Applying these millennial components will help Kraft reach its business and marketing aims.

It is no surprise that millennials personalize every part of their life. From Twitter to YouTube, they are everywhere. These social media outlets are what embrace their individuality. To market successfully, Kraft will need to optimize many aspects of the brand offering, such as packaging, pricing, and positioning. All of this must be done in a way that is important and by focusing on marketing the brand in a way that is safe and efficient.

However, Kraft management will push for higher levels of expenditure and capital investment than would have traditionally been thought with a more conservative outlook that absorbed on justifying downside jeopardy. Numerous organizations are dedicated to building a business with Millennials, and Kraft by using their potential strategy wants to propose an informative success story.

The traditional technique of generating an idea and expecting noise to be bred around that idea is no longer useful with millennials. Nowadays, everything is leaning more towards the content and what products are doing to drive discussions with their customers. Kraft will be looking for content excellence and what useful products are doing to give more element to an idea that is creative, and to the campaign add a voice.

To be wealthy in a marketing world that is continually fluctuating, brands need to be open to originality and grab on trends the moment they become necessary. Nevertheless, the best products will jump on board before everyone gets wind of everything. Kraft will need to look at spending close to 50% of its financial plan for social marketing by 2018. This innovation will prove to be a victory for Kraft Canada as it will be able to reinvent and rebuild its social media existence.

In fact, most customers think in this manner, and the idea of reasonably priced luxury stalks from it. A pair of socks could price too high for one individual, whereas another could look at them as an accessory that is needed. People who are not watching the value in the shoes could put their money into a portion of technology, priced equally to the shoes, nonetheless more directed toward their wants.

Another potential strategy would be relevancy. Making the Kraft product \"their own\" is another trait of Millennial customers. The data that Millennials pull from to make decisions is enormous; they are continuously uncovered to and influenced by experiences that are diverse. The worldwide influences formed by the Web have developed a larger marketplace of choices, and new brands and services are being developed so quickly that part of the enjoyment for this generation is realizing them (Kraft Foods Canada:Targeting The Millennials 2014). Once Millennials find these items, they quickly share them with like-minded Millennials and commend them to the world, getting together a good following. Millennials recognize they have a breadth of available selections, and they depend on feedback from others to assist them to make their choices. Brands don\'t have to be open-minded or old-fashioned to be accepted. They just need to be pertinent and prove their efficiency to the millennial spectators (Cramer 2015).

Millennials are still getting some advice from friends and parents, yet, they are also predisposed by individuals all over the world. Admission to worldwide knowledge, ideas, and personal experiences aid in giving them different viewpoints. They choose and pick from the information obtainable to them to create the kind of parenting that can suit their needs and also reflects their values that they have been familiar with most of their lives.

Authenticity is another potential strategy that Kraft can use in drawing in the millennials. The last understanding, critical to marketing to millennials, is receiving that it has more selections than any other. Also, the volume of media that is tossed into today\'s marketplace causes a huge quantity of noise for this generation to compete with -- noise that is just dismissed as difference becomes harder.

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Eating is no longer about food preparation and sitting down for a meal. Millennials imagine full culinary experiences with a variety of textures, flavors and preparation types. Product-line developments like Jalapeno Cream Cheese permit clienteles to season up not just their toast but their complete flavor profile. Times have changed, and it is the time that the millennial get the attention when it comes to the new products and brands tailored made just for the millennial generation (Cramer 2015). With that being said, as a thrust to reach more millennial customers, Kraft is in the development of reinventing its product by expanding into the social media. For example, the re-boot of Velveeta Cheese in a way that will appeal more to the millennial generation Velveeta is an iconic brand with an influential evenhandedness (Kraft Foods Canada:Targeting The Millennials 2014). In history, the brand\'s essential consumer has involved moms who include Velveeta into family preferred recipes. Besides, for many younger customers, the Velveeta brand raises up fond childhood recollections of these warm mealtimes.

Product / Packaging Innovations

To attract the millennial, the packing has got to be up to par. If millennials are omitting the soup cans and other traditional forms of packaged foods, what are they buying at stores? This is the question that grocers, marketers, and food packaging experts want to talk about. Millennials are constantly on the go busy with families and work, and therefore desire ease at meal time. Nevertheless, as perceived by Packaging Digest, that is not saying they are preceding quality. Millennial customer behavior is decorated by the following:

• Most of the Millennials are interested in getting food fast. However, they are picking frozen starters, foods that do not need that much of prep, pre-cut fruits and vegetables that are prepared out of convenience over fried foods and meals that are fat laden in value.

• Convenience foods will need to be high quality when it comes to taste, and also easy to clean up, and with not much of leftovers.

• Organic foods are extremely noteworthy, as 30% of millennials frequently eat organic food that is certified, compared to only 20% of those that are considered to be baby boomers.

• Millennials appear to value their time and are eager to pay a premium for commodities and wrapping that make their lives less problematic.

• Foods that have some preservatives, ingredients that are hard-to-pronounce, high saturated fats additional and sodium /sugars are a nothing that millennials are interested in eating. They read the labels and packaging, and they know what to look for regarding ingredients that are quality.

• Millennials are more concerned about eco-friendly choices and recycling competencies with the packaging of the product.

In expressions of the business purchasing decision procedure, Kraft has hopes of catering to millennials must offer nutritionally solid foods in serving formats that are convenient. So, to realize long-term accomplishment on the millennial front, Kraft will need to find packaging that relays the message that the brand is health- concentrated, value-added and ecologically aware.

When it comes to cans, they are so last century for millennial. They are not the easiest to open even with a can opener, and they can cause injury because of their sharp edges. Packaging that is adaptable and pouches that premade, instead, are innovative packaging answers that are lightweight, shelf-stable and capture attention in a time when selections for customers can be too much at times. As told by Packaging Digest, flexible bags for soups are being approved by a major player in the business, as the bags propose their rewards over cans, as well as high-quality graphics, portability and microwave ability. They are the way to go for Kraft to be able to attract millennial consumers.

Creative Strategy

One great creative way to for Kraft Canada is to appeal to millennials is to articulate their vision and their mission to provoke an emotional response to their message or brand. Millennials are interested in being a part of something larger than themselves, so Kraft marketing strategy will clearly show why we do what we do and why millennials must be a part of the cause as a customer. The instant a new social network or platform turns out to be in style with millennials, it is significant to add to the strategy rapidly. This positions Kraft as an early adopter, despite the fact allowing them to target the millennial viewers before a platform or network starts to get jam-packed (Millenial Marketing Kraft 2016). Kraft will stay on top of new platforms through media or tech blogs, and they will not hesitate to experiment when a new site is joined.

Creating good content is key. Millennials are not interested in traditional advertisements. Instead of focusing marketing spend on ads, Kraft will put the focus on writing content that is valuable. They will spend their money on writing content that is actionable and informational. Kraft will provide millennials with information that will be able to help them, this way millennials are more probable to think positively about Kraft\'s brand. Just like other generations, Millennials, are always trying to find good value; they are not constantly trying to get the best for less as some would like to believe (Cramer 2015). They want to know that they are part of an exclusive club and will willingly confirm a second best.

Kraft being a millennial-led company, is often asked by their customers what to do to capture the wallets (and hears) of millennials. The response: put in a social-impact component as part of the marketing enterprises. Millennials typically gravitate towards businesses that are doing well and want to get entailed in their favorite product\'s \"giving back\" exertions (Cramer 2015). Kraft wants to make sure that they will have creative marketing slogans that will draw them in within three seconds of looking at them.

Creative content is relevant because millennials will find the money to purchase something that is of value. However, they do not reply well to gimmicks that are sales or offers that are free. We\'re investing in content and community building to be open about what we do, the value we create, and where our revenue comes from (Millenial Marketing Kraft 2016). We want millennials who are also remote consultants or company owners to know that most of our revenue goes to making our product better.

One creative strategy is to introduce. Millennial House Iced Chocolate Cappacino, a sweetened coffee syrup. It is compressed into milk or water and poured over some ice to produce a cold type of coffee. Putting the word \"millennial\" on the brand would be a creative way to draw them in. Something that calls them by name is a useful tool that will make them feel as though the product is just for them only. Some can think of the product as Mio that has a lot of caffeine. The new product will come in a 1.5-ounce, 8-serving squeeze jug valued at $2.99, will be part of Kraft\'s drive to bait cost -sensitive and for the millennials that are not just coffee drinkers but can grab something on the go since millennial lead these fast-paced lives.

To be creative. It important Kraft uses graphics that are appealing. Kraft Canada will use a new logo, with modern illustrations and a red color scheme, which will be backed by $22 million in promotion. This will be pushed in the months down the road, with an extreme stress on social and digital media, and smartphone-where young people progressively get their info.

Kraft Canada is targeting 20 and 30-somethings for this strategy. Even though merely one in three millennials often consumes coffee at home -- a percentage way underneath older age clusters -- they are much more probable to drink coffee beverages somewhere else. Majority of coffee drinkers are up under the age of 40 years old (Frost 2015). Most of them have coffee when they are not home (Cramer 2015). Millennials are drinking black coffee less and less nonetheless are more interested in coffee that has a unique flavor while also finding a way to drink it (Cramer 2015). Study displays that about 30% of iced coffee drinks away from home and bought at a coffeehouse such as McDonald\'s or Dunkin\' Donuts or Starbucks because consumers \"lack the self-assurance to make it on their own.\" (Cramer 2015)

Millennials are finding ways to get coffee more effortlessly and not spend a lot of money in the process. This new product is a way for Kraft Canada to able to connect with them on that level -- cost and speed. The coffee will be unique especially the way it is packaged. Kraft Canada will be the first to market something of its kind. This new groundbreaking beverage will be packaged in a squeezable container that will be small enough to fit into a small pocket or a handbag, that brand also was aimed at millennials.