The Kraft Heinz Company is a huge worldwide food and beverage company in North America. By using online marketing methods to stay in touch with clients, the business is successfully leveraging its website as a marketing tool. Through its online presence, the business may engage customers by effectively using social media platforms and connecting their needs with occasions like holidays, entertainment, and the desire to adopt healthy lifestyles. Thus, the paper aims to analyze Kraft Foods’ website as a marketing strategy.
The firm uses various tactics on its website to provide clients with useful information. For example, nutrition information and recipes allow users to concentrate on calories and nutrition in addition to food (My Food and Family, n.d.). Customers may focus on the needs of the children while also planning for various events and special occasions. This way, the business can link its goods to a healthy lifestyle and appeal to many clients. Through its website, Kraft Foods can interactively showcase the qualities and values it delivers through its many brands in a way that is not achievable offline. The firm works hard to become a product that people use daily by concentrating on young adults, mothers, and partygoers. On-demand films from Kraft Foods help explain the fundamental activities and techniques needed to prepare a meal and the nutrition content and budget.
Since most people use the internet, keeping linked to them at every need and stage of life is the ideal way to engage them in their brands. Thus, it can be claimed that Kraft Foods’ website is the ideal venue for keeping in touch with customers and occasionally understanding their needs. For product and brand marketing, Kraft Foods has implemented aggressive promotional strategies. It distributes circulars and does national radio and print advertisements. On the firm’s website, the recipes use content marketing strategies. The company fosters good brand associations by allowing its customers to generate a sizable amount of the material and by dropping suggestions to help them. In contrast to this approach, Kraft Foods also employs direct marketing. It uses social media platforms to market activity and has partnered with several sports and events (MBA Skool Team, 2019). This online marketing strategy is a key component of the total marketing mix and cross-media integration, which optimizes the consumer experience across many touchpoints.
Additionally, Kraft Foods uses corporate social responsibility to encourage a healthy lifestyle. The corporation has adopted several initiatives to become involved in the community, including assisting the underprivileged in combatting hunger in North America and working to conserve the planet’s most precious resources, including people, land, water, and air (The Kraft Heinz Company, n.d.). The company’s management is committed to the food’s safety and quality to satisfy consumers while promoting their health and flavor. The website will be improved if the business gives an online purchasing option along with certain special offers and discounts.
The product information is given properly, but the firm might do better on the international market if it implements several discounts and cash-back programs. In the current era of globalization, when more and more businesses are attempting to meet customers’ wants worldwide, Kraft’s food may also concentrate on expanding in various rising countries like China and India. The business must utilize quality work procedures with a zero-error policy to prevent these occurrences. Given the high rate of brand turnover in its market, the business must provide a variety of incentives for both initial and recurring purchases to encourage customers to stick with its goods.
Overall, it can be argued that even if the business is doing well, to remain competitive, it needs to concentrate on implementing quality processes and introducing increasingly more promotional offers that make consumers happy and devoted to the business. In order to raise customer awareness, Kraft Foods has collaborated with several sports and events and employs direct and social media marketing. This cross-media integration and internet marketing strategy are important parts of the overall marketing mix that improve the customer experience at many touchpoints.
References
My Food and Family (n.d.). Kraft Heinz. Web.
MBA Skool Team. (2019). Kraft Foods Marketing Strategy & Marketing Mix (4Ps). MBA Skool. Web.
The Kraft Heinz Company: Political contributions and lobbying activities. (n.d.). Kraft Heinz. Web.