MINI-CASE Kraft Is Known for Its Cheese Products, but This Company

Essay

MINI-CASE
Kraft is known for its cheese products, but this company also manufactures several consumer packaged goods products, such as mayonnaise, salad dressing, barbeque sauce, macaroni and cheese, and other types of food products that are sold in grocery stores. A large portion of Kraft's marketing communication budget (i.e., more than 50 percent) is spent on incentives given to wholesalers and retailers to get its products to the consumers.
-Refer to Mini-Case. What audience is Kraft targeting in this case, and what are the two primary roles of this type of promotion?