University of Alabama Kraft Mac & Cheese Stealth Marketing Approach Paper

• A trend that has a critical impact on the consumer packaged goods industry in recent years is consumers’ desire for simpler, more transparent, and more natural ingredients. More companies have responded by publicly stating their intentions to remove artificial coloring and preservatives from longstanding brands and then repositioning the product as “clean” or “pure” within the market. While this strategy aligns well with trends, it risks alienating individuals who are used to purchasing goods based on more intangible factors such as nostalgia, predictability, and even taste.
• Kraft used a novel approach to handling these shifting consumer preferences. To stay competitive within the category, the company realized it had to rethink the product formula of one of its superstar brands, Kraft Mac and Cheese. However, management knew it was crucial to make changes without tainting elements of the product that consumers had come to expect. For generations, individuals had associated Kraft Mac and Cheese with its orangish hue and smooth sauce consistency. Kraft made it a point to carefully maintain these identifying attributes as it eliminated ingredients and removed artificial dyes.
• The aspect of Kraft’s strategy that was a real differentiator though was how it rolled out the reformulation. Rather than advertising the measures the company had taken to make its product more natural—common practice among competitors—Kraft simply didn’t say anything. Studies have shown that even the mention of a new formula can cause consumers to perceive flavor to be different, so Kraft chose not to call attention to the change.
• After consumers had accepted the new formula, as evidenced by sales remaining stable, Kraft launched a digital campaign to announce the adjustment. The campaign tagline “It changed. But it hasn’t.” was featured in 15- and 30-second online video spots. Tongue-and-cheek lines such as “We’d invite you to try it, but you already have.” were incorporated into digital display ads, promotions through channels like Pandora radio and Snapchat, and magazine print. Kraft also encouraged fans to share their experiences with the product on social media using #didntnotice and offered giveaways to encourage postings.
• Kraft’s ability to make a fundamental change to an iconic product without consumer backlash is a testament to its thoughtful marketing approach. Quietly testing the waters in a landscape of uncertainty can help companies anticipate reactions to significant product changes that ultimately help them stay one step ahead.

Questions:

• In what way(s) could Kraft’s strategy have backfired? How might Kraft have been prepared for this possibility?
• How should Kraft respond to the demographic trends outlined in your textbook? What about cultural trends? Sustainability trends? Please be sure to answer each of these questions; they should not be lumped together but instead treated separately.

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Grading Rubric

Criteria	Ratings
Content	50 Pts The essay answers the question clearly with sufficient explanation. It reflects original thought, sound logic and provides ample supporting detail, which needs references and citations. This will make for a strong, convincing response. The writer projects a consistent and mature voice throughout the response.	44 pts The essay answers the question clearly. It meets most of the criteria of the 50 points with one or more minor errors.	38 pts The essay answers the question clearly but is lacking in explanation and provides less than ample supporting detail to make for a strong, convincing response.	25 pts The essay does not answer the question clearly but rather via implied logic. The writer frequently fails to satisfy the reader’s desire for proof or illustration. Overall, the response seems mechanical, reflecting little awareness of audience.	5 pts The essay answer is vague and supporting evidence is irrelevant, or the thinking is illogical. The writer seldom develops enough points using sufficient concrete detail. The proportion of generalities to specific support or illustration is inappropriately high.
Presents Specifics from the Applicable Chapter/Content	30 pts The essay provides multiple references to specific information presented in the chapter and/or learning materials.		15 pts The essay provides some references to specific information presented in the chapter and/or learning materials. While some references to the chapter content are provided, they are either not clearly linked to the chapter (ex: “on page XX”) or not enough to fully relate the case questions to the learned material.		0 pts The essay provides no references to specific information presented in the chapter and/or learning materials.
Sentence Structure, Grammar, Mechanics, and Spelling	20 pts All sentences are well constructed and have varied structure and length. The author makes no errors in grammar, mechanics, and/or spelling.		16 pts Most sentences are well constructed and have varied structure and length. The author makes a few errors in grammar, mechanics, and/or spelling, but they do not interfere with understanding.	10 pts Most sentences are well constructed, but they have a similar structure and/or length. The author makes several errors in grammar, mechanics, and/or spelling that interfere with understanding.	5 pts Sentences sound awkward, are distractingly repetitive, or are difficult to understand. The author makes numerous errors in grammar, mechanics, and/or spelling that interfere with understanding.

Rubric

Case Study Rubric 2019

Case Study Rubric 2019

Criteria	Ratings	Pts
This criterion is linked to a Learning OutcomeContent	50.0 pts The essay answers the question clearly with sufficient explanation. It reflects original thought, sound logic and provides ample supporting detail, which needs references and citations. This will make for a strong, convincing response. The writer projects a consistent and mature voice throughout the response. 44.0 pts The essay answers the question clearly. It meets most of the criteria of the 50 points with one or more minor errors. 38.0 pts The essay answers the question clearly but is lacking in explanation and provides less than ample supporting detail to make for a strong, convincing response. 25.0 pts The essay does not answer the question clearly but rather via implied logic. The writer frequently fails to satisfy the reader’s desire for proof or illustration. Overall, the response seems mechanical, reflecting little awareness of audience. 5.0 pts The essay answer is vague and supporting evidence is irrelevant, or the thinking is illogical. The writer seldom develops enough points using sufficient concrete detail. The proportion of generalities to specific support or illustration is inappropriately high.	50.0 pts
This criterion is linked to a Learning OutcomePresents Specifics from the Applicable Chapter/Content	30.0 pts The essay provides multiple references to specific information presented in the chapter and/or learning materials. 15.0 pts The essay provides some references to specific information presented in the chapter and/or learning materials. While some references to the chapter content are provided, they are either not clearly linked to the chapter (ex: “on page XX”) or not enough to fully relate the case questions to the learned material. 0.0 pts The essay provides no references to specific information presented in the chapter and/or learning materials.	30.0 pts
This criterion is linked to a Learning OutcomeSentence Structure, Grammar, Mechanics, and Spelling	20.0 pts All sentences are well constructed and have varied structure and length. The author makes no errors in grammar, mechanics, and/or spelling. 16.0 pts Most sentences are well constructed and have varied structure and length. The author makes a few errors in grammar, mechanics, and/or spelling, but they do not interfere with understanding. 10.0 pts Most sentences are well constructed, but they have a similar structure and/or length. The author makes several errors in grammar, mechanics, and/or spelling that interfere with understanding. 5.0 pts Sentences sound awkward, are distractingly repetitive, or are difficult to understand. The author makes numerous errors in grammar, mechanics, and/or spelling that interfere with understanding.	20.0 pts
Total Points: 100.0

There is only one special request. Our homework needs to check the repetition rate. Please do not exceed 20%