Market Analysis: Kraft Macaroni and Cheese



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Atlantic Region


·        Atlantic Superstore

·        Dominion

·        No Frills

·        Save Easy

·        Your Independent Grocer

Home Court Advantage

Canadians are known for favoring food that is produced domestically rather than purchasing product from foreign MNE’s. PC is primarily a domestically focused brand that captures the trust of domestic residents. PC’s claim is that it wants to deliver healthy and high quality food to Canada’s population. Canadians have a sense of trust a favoritism toward PC brand foods versus international brands.

Loblaw is the number one grocery store in Canada and PC Macaroni and Cheese is the only brand of Macaroni and Cheese that it carries. PC’s Macaroni and Cheese’s unique value proposition is its nutritional qualities as well as its international recipe options.
President's Choice. (n.d.). Retrieved February 28, 2016, from
http://www.presidentschoice.ca/en_CA.html
Tencer, D. (2015, June 23). Canadian Consumers' Most Trusted Brands .. Are Canadian.

Retrieved February 28, 2016, from http://www.huffingtonpost.ca/2015/06/23/most-trusted-


brands-canada-gustavson-index_n_7645714.html
Krashinsky, S. (2014, January 28). President's Choice joins list of top major brands in Canada.
Retrieved February 28, 2016, from
http://www.theglobeandmail.com/report-on-
business/industry-news/marketing/presidents-choice-joins-list-of-major-brands-in-
canada/article16562736/

Atkinson, N. (2015, November 11). How Loblaw's President's Choice is taking marketing cues

from the fashion industry. Retrieved February 28, 2016, from
http://www.theglobeandmail.com/life/food-and-wine/food-trends/how-loblaws-presidents-
choice-is-taking-marketing-cues-from-the-fashion-industry/article27209570/

Pierre Lacroix, J. (2013). The biggest brand story of the year and what’s ahead for 2014.

Retrieved February 28, 2016, from http://globalnews.ca/news/1002747/1002747/
e. Website Analysis

President's Choice can be located online at their website: www.presidentschoice.ca. Here, PC advertises their brands, their products, recipes using their products, and further information about themselves. On their website, they also communicate how they are ‘making a difference’ by being involved in two charities; Children’s Charity and Oceans For Tomorrow. They do a very good job of advertising a brand, rather than just their products. With their website, they create a feeling that they care, and that they want what is best for their customers. The site allows customers to view each of their products, where they provide pictures, descriptions and even customer reviews. Learning and education is at an all time high on this website because of how much accessible information President’s Choice provides. Since President’s Choice is our number one competitor, we must make sure that we also have this information available for customers as well. This is because more and more people are wanting to gain a better understanding of the food they are eating, and if PC provides them with this information and we do not, then we will be losing customers. Although the PC website does provide a lot of information on their products and the value behind it, it does not allow customers to purchase the product online right on their website. It does show where the products are sold, but this opens up a possible door for Kraft. Ordering online is a growing form of purchase, and if we make it possible for customers to purchase online than it could put us one step ahead of PC. Macaroni and Cheese is a product that does not need much maintenance, making it the ideal product to order online which is one major change that we would make to PC’s website.



f. Marketing Tactics- “Crave More” Campaign (2014)

In 2014, Loblaw implemented a campaign to focus President’s Choice, (PC) a brand of Loblaw, more on foodie culture that was called, “Crave More” (Nguyen, 2014). They wanted PC to shift their focus “from strictly food brands to a lifestyle brand” (Nguyen, 2014). This included “30-second TV spots, in-store marketing, an overhaul of their website, as well as an amplified social media presence” (Nguyen, 2014). The reason Loblaw is doing this sort of “rebranding” is because they wanted to “strengthen the company’s reputation for food innovation and encourage customers to expect more ethically sourced foods” (Nguyen, 2014).

Content marketing is one of their main forms of marketing (Krashinsky, 2014). They wanted to “focus more on storytelling through articles and videos, than on advertising” (Krashinsky, 2014). They want to engage more with their customers because they believe this is the new key to marketing, not introducing a new product and trying to get people to try it (Krashinsky, 2014). “PC partnered with Google Canada to derive analytics, insight, and trends into what food conversations Canadians are having across the country, and then use that information to fuel the site’s direction” (Nguyen, 2014). “These google trends will influence not just marketing, but also product development” (Krashinsky, 2014).

When you search “President’s Choice” into Google, you find their website to be ranked fourth on the Google Search Page. Above it is various “President’s Choice Financial” links to their online banking as well as their MasterCard. After President’s Choice’s website, you can find their Facebook link as well as their Instagram link. Scrolling down more on the first Google Search Page you find their YouTube channel as well as their Twitter. I find this strategy to fit well with their marketing strategy because they wanted to “amplify their social media presence” and having those links on the first page of their Google Search will provide them with more traffic on these social media sites that many people may not have looked into before the “rebranding” had occurred (Nguyen, 2014).



g. Competitive Summary

President’s Choice is a company that is rooted deep within the culture of Canadian grocery shoppers. Backed with the finances of the largest grocery store in Canada, trusted as the eighth most dependable brand in Canada, operating in multiple different industries, and leveraging new forms of media marketing, President's Choice has become the strongest competitor in Canada that Kraft has to deal with.  Canadian shoppers are becoming more and more influenced by the healthy food movement which plays right in PC’s hands as it owns multiple different side brands that each have their own nutritional value. President’s Choice is a holistically competent brand and it will be difficult for Kraft to win consumer dollars away from it.


Step 4: Target Customer in the Target Country

A. Top Two Segments and Segment Profiles

Segments

Working Mothers with children under 18

Full-Time College Students

Needs

Working mothers are looking for quick and easy dinner options for themselves and their family. They are looking for the product to be desired by their children and have nutritional value. They find it important to accommodate family members’ likes and dislikes when planning and preparing food.

Colleges student need a quick meal but they don’t want the same old boring thing every time. They want something affordable but that also tastes good. Convenience is a big factor for Canadian college students. They do not always have access to ovens or stoves so ready meals and prepared meals are better sellers among this demographic. They need food that will sustain them throughout the day. Meals and snacks that they can eat on the go are also a hot commodity among this demographic.

Buying Patterns

About 82% of moms make the day to day buying decisions for their household.

Trend of increasing amount of magazine purchases.

Trend of moms beginning to resent grocery purchases.

Moms shop in big box or department stores.

Have more loyalty to price than brand when buying for themselves, but have a higher brand loyalty when buying for the household.

69% of moms are reporting that they are powering increased spending at Grocery stores/Supermarkets.



1,195 Canadian College students were surveyed about the amount of money they spent on various wants and needs

Groceries- $1,810.64

Dining out- $880.36

Coffee- $289.64

Bars- $433.68

Clothing- $654.16

Personal care items- $462.80

Entertainment- $376.48

Alcohol- $344.36

Tobacco- $149.76

Music- $50.96

Video games- $96.20

Phone Applications- $36.40

Lifestyle

Average time spent with their family on a daily basis: 421 minutes.

Over 50% of moms have a college or vocational diploma.

88% of mothers went on maternity leave.

Weekly family leisure time was 19 hours.

Fathers spend more leisure time with their children than mothers did.

Common activities: watching TV, attending sporting events. shopping.

24% of Canadian families are living paycheck to paycheck.

Income assistance programs require mothers to begin working when the baby turns three.




The average employment hours of postsecondary students with jobs increased to around 16 hours per week. Men have worked on average 1.5 to 2.5 more hours per week than women. Basketball, weight training and volleyball were the top three sport and recreational activities that Canadian college students participated in.

Demographics

Over 50% of the households of these moms have an income of $50,000 or more.

1.61 — The estimated total fertility rate in 2011.

90.3% — The proportion of mothers in 2012 who had a baby in the last five years and who breastfed or tried to breastfeed their baby.


While postsecondary students report that personal savings is the most common source of income to fund their education with 79%, income from employment is ranked second with 63%.  Estimated school-year earnings were approximately $6,900 for men and $6,000 for women.

Geographic

Number of Mothers in Canada by location

Ontario – 38.5% of total: 3,773,000

Quebec – 23.2% of total: 2,273,600

British Columbia – 13.4% of total: 1,313,200



Number of Full-time college students by top 3 provinces

Ontario- 650,463

Quebec- 403,245

British Columbia- 145,473




Media and  Internet Activities

86 % of mothers go online everyday

There are multiple blogs all over the internet that are dedicated and directed toward working mothers.

Coupon Programs

Television


96% of millennial Canadian mothers (age 18-32) use Facebook, 66% use YouTube, 53% use Pinterest, 38% use Instagram, 36% use Google Plus and 21% use Twitter.

94% of Generation X mothers (age 33-44) use Facebook, 59% use YouTube, 39% use Pinterest, 22% use Instagram, 30% use Google Plus and 19% Twitter.



54.4% of full-time Canadian college students use the internet daily to check email. 91% reported that they use social networking sites.  54.7% watched or downloaded media online. 41% listen to music or the radio online. 69.7 use the internet to read news 76.5% reported they window shop or browse for information on goods and services.
1,1195 Canadian college students were asked: “What media most influences your purchasing decisions?”

  • 24% said TV

  • 14% print

  • 14% online ads

  • 9% social networking ads

  • 5% out-of-home ads

  • 2% radio

  • 32% reported none of the above or other

Segment Size

There are 9.8 million mothers in Canada. 72.9% of women with children under the age of 16 are employed.

Segment Size Estimate = 7,144,200



There were 1,533,093 full-time students enrolled throughout different universities in Canada.

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B. Target Market

We found that both students and working mother do not have much time for cooking. And the working mother also needs to figure out the other household duties for family. In addition, the working mother has the higher income to purchase the products. Most students do not have high cooking skills, so it is convenient for students to cook the pasta with cheese. Even though people have increased their healthy awareness, they still need the convenient food to save the time. Over the spreadsheet, we can found that the working mother segment is the more important clients.




Wlliams, L. A. (2014). The 2015 Trends Impacting the Food Industry - Canadian Food Insights.

Retrieved February 28, 2016, from http://canadianfoodinsights.com/2014/12/17/2015-trends-


impacting-food-industry/

C. Positioning

Social media is a huge factor that needs to be utilized. As of recent, more and more food accounts have been added to all the different social media outlets. Facebook lately has been flooded with “how to” videos on quick, easy meals for families. This is something that Kraft may want to take a look into. They can make an account to show all the different types of quick meals that can be made with their products. This will not only be attractive to working mothers but also college students. It is an effort that will work towards both of the target markets. Working mothers are always looking for new recipes that do not take hours and hours to make but the same with college students. College students get used to eating the same ole dining hall food and want to be able to make some food that is quick and relatively low cost.



Working Mothers:

In order to be successful, the firm will want to focus on the things that make Canadian mother’s tick. Kraft will want to go into the market being seen as the “family-friendly” brand which is something they have been able to do. One big community effort made by Kraft and the NHL is the “Kraft Hockey-ville” which is a competition between communities to show how much they love the game and why they deserve to win the title as well as hold a game in their town. With hockey being one of the most popular sports in Canada, this is a way for Kraft to be involved in the communities and be seen as a family-friendly brand thus leading to higher sales. Mothers also love sales so having an occasional sale even on these lower-priced products will push mothers to choose this brand over others.



College Students:

With a limited income, Kraft must position themselves as a desirable brand for college students to purchase. The brand itself holds it’s own and has an influence on purchases but college students also want something that tastes good. The ready-meals will be a huge factor and most likely be the most purchased Kraft product by this target market which means it is important for these products to attract to the college student. Convenience, price, and taste are most important to college students which means that Kraft will want to make it known that they are the best, easy-to-make food available to these college students. Making their products available in campus stores and grocery stores located near college campuses will be an important factor in getting these students to purchase their products.

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