Three Year Marketing Plan Kraft Heinz – Country Time Natural lemonade
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Three Year Marketing Plan Kraft Heinz – Country Time Natural lemonade Nida Khan Praneeth Reddy Sareddy Raghuveer Kajjam Shubham Das Xiangfei Xie Table of Contents 1. Executive SummaryWill be covered in Part 4 2. Company DescriptionThe Kraft Heinz Company is the leading food & beverage company and fifth-largest manufacturers and marketers of food and beverages in the world. It is a result of the merger of Kraft and Heinz in 2015 and is headquartered in Chicago, IL. The company sells its products under notable brands such as Kool-Aid, Jell-O, Capri Sun, Kraft, Heinz, Country Time, etc., and the product categories include cheese, meat, refreshment beverages, refrigerated meals, snacks, and frozen food, etc. Kraft Heinz has its presence over 190 countries with sales happening through various channels. The Company’s US market has a lion share in their revenues with 70% and continues to grow. Kraft Heinz's focus is always on changing customer’s choices and their research & development team continuously improve its products and launch new products every year in order to best sustain in the market and achieve a competitive edge over the other market competitors in each product line. Country Time, a brand of Kraft Heinz, which comes under the category of refreshment beverages serves a wide variety of flavored drinks including cherry, grape, Lemon-Lime, Orange, Raspberry, Strawberry flavors. It is acquired by Kraft Heinz in 2012 following the agreement with SodaStream. Kool-Aid is originally available in 6 flavors and also has various other offerings such as Single flavors, sugar-free flavors, water flavors, etc. It serves the drinks in the form of bottles, cans, and also a powder mix. Currently, Kraft Heinz is not doing great in the beverage business with Kool-Aid being chosen as the 11th favorite drink by Americans. Its business is mostly overtaken by the Soda giants such as Pepsi Co., Coke, Dr. Pepper. In order to reposition itself as a market leader in the Beverages area, Kraft Heinz has decided to launch a new product called Diet Lemonade with various flavors such as Sarsaparilla (age-old Sarsaparilla juice mixed with lemonade), Kiwi Mint, which tastes like a soda with much more medicinal values. The marketing plan below lays out step by step procedure to ensure the success of Kool-Aid’s new product. The marketing plan will be utilized to introduce Country Time’s Sarsaparilla lemonade to the market and become one of America’s most favored beverages. It will be introduced to the market with well-known favorite flavors such as vanilla, caramel, and wintergreen overtones. Download 194.62 Kb. Share with your friends:
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