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Kraft: Winning Hearts/Growing Brands

October 14, 2010

Executive Summary

With annual revenues of approximately $48 billion, Kraft Foods is a global powerhouse in snacks, confectionery, and quick meals. In the U.S., an increasing number of its consumers come from multicultural segments, a reality that will become clearer with the release of 2010 Census data early in 2011. Graciela Eleta, senior vice president of brand solutions at Univision Communications, highlighted strategies for marketing in a multicultural nation by offering key principles for success in developing a total market strategy. Howard Friedman, senior vice president, marketing, cheese at Kraft Foods Global Inc., shared the journey that Kraft Singles took to become a valued and trusted brand in Hispanic kitchens and also discussed how the brand is leveraging insights to consistently engage with Hispanic moms in a meaningful and authentic way.

Speakers: Howard Friedman, Senior Vice President Marketing, Cheese, Kraft Foods Global Inc.; Graciela Eleta, Senior Vice President, Brand Solutions, Univision Communications

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Source

"Kraft: Winning Hearts/Growing Brands." Howard Friedman, Senior Vice President, Marketing, Cheese, Kraft Foods Global Inc.; Graciela Eleta, Senior Vice President, Brand Solutions, Univision Communications. ANA 2010 Annual Conference, 10/14/10.

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