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Kraft Food Australia Case Analysis: Maricris M. Usita Oliver M. Dimaano Marcelo C. Mendoza

Kraft Food Australia is a subsidiary of Kraft Foods, the second largest food company in the world. It is based in Melbourne and has $650 million in annual sales. One of its flagship brands, Vegemite, is an iconic Australian product. Kraft was facing issues with the branding of a Vegemite extension and sought an analytics solution. IBM provided a tool to analyze customer data and online discussions around Kraft's brands to help improve branding strategies and detect potential threats to reputation. Sales reports and information on strengths, weaknesses were also available to inform the solution.

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Khris Usita
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339 views7 pages

Kraft Food Australia Case Analysis: Maricris M. Usita Oliver M. Dimaano Marcelo C. Mendoza

Kraft Food Australia is a subsidiary of Kraft Foods, the second largest food company in the world. It is based in Melbourne and has $650 million in annual sales. One of its flagship brands, Vegemite, is an iconic Australian product. Kraft was facing issues with the branding of a Vegemite extension and sought an analytics solution. IBM provided a tool to analyze customer data and online discussions around Kraft's brands to help improve branding strategies and detect potential threats to reputation. Sales reports and information on strengths, weaknesses were also available to inform the solution.

Uploaded by

Khris Usita
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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KRAFT FOOD

AUSTRALIA
CASE ANALYSIS
MARICRIS M. USITA
OLIVER M. DIMAANO
MARCELO C. MENDOZA
ADVANCED DATA MINING APRIL 28, 2019
KRAFT FOOD AUSTRALIA
• Established in 1926
• A subsidiary of Kraft Foods, the second largest branded
food and beverage company in the world.
• Kraft Australia is based on Melbourne and has sales
revenue of $650 Million.
• The company’s flagship brand-vegemite, has long been
considered an Australian national icon.
WHAT ARE THE PROBLEMS THAT NEED
TO ADDRESS
• Analyze the issues and challenges in naming a brand (new brand,
brand extension, rebranding).
• Construe the effectiveness of crowd sourcing in branding
decisions.
• Use marketing research in branding decisions.
• Utilize social media as a marketing tool to generate publicity for
a product.
• Analyze why the target segment rejected the brand name ‘iSnack
2.0’ for the brand extension of the iconic Vegemite brand.
• Kraft could have made the branding campaign and strategies
more effective.
THE DATA AVAILABLE THAT CAN BE
USED FOR ANALYTICS SOLUTION
• Sales Report
• Strength (Strong brand image and product innovation, strong
distribution network, and focus on research and development)
while their weakness (Declining profitability and geographic
concentration)
SOLUTION
• Kraft Australia engaged IBM to provide its leading edge tool
for Corporate Brand and Reputation Analysis (COBRA) to
conduct a pioneer study of its customer base.

• Kraft Foods should aware where their majority of immigrants came


from and conduct analysis for what culture and food they usually eat.
• Kraft foods may established a food systems that will enables them
know how their customers consume their products.
• They could provide recipes in the label of the product that will help
new customers know how they could use the product.
• Kraft Foods may also use advanced algorithms to extract insights
from user generated content posted on the Web in the form of blogs,
message boards, and online news sources.
• Its purpose is to monitor the online “chatter” associated with their brands, and
thus enable them to detect and react to content messages that have the potential
to adversely affect their brand and reputation and has ability to:
• Identify market opportunities at a very early stage
• Detect and respond to threats to Kraft’s brands and corporate
reputation
• Increase sales and customer loyalty through more targeted brand
advertising campaigns.
TEXT MINING ATTRIBUTES

ATTRIBUTES DATA TYPES


Customer_no Numeric
Categories Text
Date_added Text
Name_product Text
Prices Numeric
Review_date Text
Review_rating Numeric
Review_text Text
Review_user Text
THANK
YOU!

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