Review the Kraft Foods Canada: Targeting the Millennials case.

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Kraft Foods Canada has been working on an action plan for Kraft Singles, the company’s brand of processed cheese slices.  For decades, Kraft Singles has been targeted at Canadian families.  Now, it needs to be marketed to a new segment – Canadian millennial moms (born between 1980 and 2000).  The year 2014 represented a tipping point in Canadian demographics, when millennials outnumbered baby boomers (those born between 1946 and 1964) and Generation Xers (those born between 1965 and 1979).  The company needs to develop a marketing plan aimed at attracting millennial moms, in particular, and ensure that the plan will be executed.

Kraft Canada faces three managerial dilemmas.  How should it make the brand messaging of Kraft Singles compelling to Canadian millennial moms?  What product innovations should the company bring to Kraft Singles, coinciding with the new messaging?  How should Kraft Canada ensure that, in pursuing Canadian millennial moms, it will not alienate its traditional customer group – Canadian families?

Despite Uber’s early success, it is an extremely polarizing company.  Its business model is highly disruptive, and while disruptive innovation can be a good thing, it is also true that disruptive companies tend to break things.  This is certainly true for Uber, and is one of the key tensions in the case:  Uber’s innovative business model is outpacing many of the laws regulating its industry, and while it is going to take the regulatory system some time to catch up, Uber doesn’t appear to be willing to wait.

After you have completed your review of the case, prepare responses to the following questions:

1) How should Kraft Canada make the brand messaging of Kraft Singles compelling to Canadian millennial moms?  (In your response to this question, be sure to look to the marketing strategies and concepts from Chapters 2-5.)

2) What product innovations should the company bring to Kraft Singles, coinciding with the new messaging?

3) How should Kraft Canada ensure that, in pursuing Canadian millennial moms, it will not alienate its traditional customer group – Canadian families?

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