Term Paper on "Marketing Evaluation of Kraft Foods Website"
Term Paper 3 pages (1055 words) Sources: 3
[EXCERPT] . . . .
Kraft FoodsNo matter how well-known and successful a company is, marketing the company's products is crucial to continued success. Kraft Foods is no exception. The company is a multi-billion dollar entity which produces many different food brands. Even though Kraft Foods is a household name and has been around since 1914 when it first opened a manufacturing plant and sold cheese, the company still has to stay ahead of the marketing game by being creative in order to stay a favorite among consumers.
Marketing efforts have come a long way since the early 1900's. We now have television, radio, social media and the internet (to name a few) that companies can use to market their brands to consumers. Many of us are familiar with Kraft Foods' commercials, but there is only so much time allotted for commercials limiting what the consumers can hear and view. The internet however is a different story. A company's website may contain as much or as little information the company feels necessary to get the message across in order for consumers to remain loyal to their products. However, companies must always consider their customer's satisfaction because just as the internet can be used to market a brand, it can also be used by consumers to spread bad word of mouth if they are dissatisfied (Kotler and Keller, 2012).
In this day and age, a company's website is practically required as a marketing tool. It is not the only tool a company can use, but it is a very important one and useful one. When logging on to Kraft Foods' website (www.kraft.com), the user sees that the first page is self-explanatory. There are only two choices to be made: 'Corporate Information' or '
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When selecting 'Corporate Information', the consumer is taken to a page where many more options can be viewed. Consumers can learn everything there is to know about the company by selecting one of the choices along the top of the page. The company's history, food brands, investor information, etc. can all be found on this page. Once an item is chosen from the menu bar at the top of the page, everything included within that menu bar is displayed alongside the left of the page in a table of contents. Each menu bar contains its own table of contents which makes for easy navigation.
The glaring issue on this page is when the 'our brands' is selected from the top menu bar. Without any type of warning, every brand logo that belongs to Kraft jumps out at the customer as if the website is being viewed in 3D and then quickly disappears into the background. Dozens of logos are quickly displayed in rapid succession. Once all logos have disappeared, a paragraph about Kraft's brands is displayed with a cartoonish and very large font. Some of the letters are randomly larger than others which is a bit confusing. The 'our brands' menu page is not uniform and does not blend well with the rest of… READ MORE
Quoted Instructions for "Marketing Evaluation of Kraft Foods Website" Assignment:
Here is the assignment:
Marketing Website Evaluation Assignment :
http://www.kraft.com/default.aspx
Kraft Foods uses the above Website as a part of their marketing strategy. Review the Website and write a 3 page paper on its effectiveness as a marketing tool. Include the things that you feel work well and the things that you feel could be done better.
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My notes:
Please cite three (3) credible online references (not wikipedia, ehow, marking for dummies, etc...) , that have a direct online link and do not require a password to access (unless they are from EBSCO or Proquest). They must be online references such as Wall Street Journal Online, New York Times Online, or a publication that I can access through Proquest or EBSCO (please indicate if any sources are from EBSCO or Proquest so I know).
These sources should play only a minor role in the answer. If you use a direct quote please make sure to add commentary to it, to ensure it flows within the context of the paper. Do not use bullet point format for any part of this assignment. Please include a references/works cited section.
Please use the following textbook as one of the three sources/references:
Marketing Management by Philip Kotler and Kevin Lane Keller, 14th Edition, ISBN: 0-13-600998-0, Prentice Hall, Inc.
I will send the user/password info for this book shortly in the *****"talk to *****" section.
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Instructor guidance:
This assignment is to be a Graduate-level marketing evaluation of the Kraft website. Your paper must be in depth and not just a few colloquial paragraphs. Please make sure you write your paper by conducting some research and citing both our text (Marketing Management, Kotler) and 2 external credible online sources. It adds value to your assignment and will certainly boost your points. Remember to focus on the assignment and don*****'t go off topic. Please follow the APA form and style of writing.
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How to Reference "Marketing Evaluation of Kraft Foods Website" Term Paper in a Bibliography
“Marketing Evaluation of Kraft Foods Website.” A1-TermPaper.com, 2012, https://www.a1-termpaper.com/topics/essay/kraft-foods-matter/317349. Accessed 5 Oct 2024.
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