Targeting the Millennials - Kraft Foods Canada

In Canada, millennial moms are defined as mothers between the ages of fourteen and thirty-three, in contrast to the United States where millennial moms are defined as mothers between the ages of eighteen and thirty-four. 6.3 million millennials, or 36.8% of the entire population, lived in Canada in 2014. Anti-establishment and disruptive movements are used to describe the millennial period. As a result, unlike baby boomers and Gen Xers, millennial moms have diverse consuming and buying habits that are inspired by unique experiences from their era (Allison & Ramasastry, 2016). Products hold a lot of importance for millennials. They eat healthily, exercise more, smoke less, preferably less processed foods with no preservatives, and use technology a lot (Armstrong, Kotler, Harker & Brennan, 2015). Additionally, millennial moms are willing to spend more money than their parents to buy healthy foods.

In order to make the brand messaging compelling to Canadian millennial moms, Kraft Canada must ensure that Kraft’s Singles are based on the four main brand attributes: convenience, taste, nutrition, and health (Allison & Ramasastry, 2016). Millennial moms want healthy and nutritious food since Kraft Singles products such as cheese are good sources of proteins and calcium. Even though the company offers processed cheese, millennial moms are influenced by practices that sustain the environment. Convenience for millennial moms comprises of cost convenience and convenience to find what they are seeking (Moore, 2012). Millennial moms are susceptible to taking snacks all throughout the day, thus, portable food products increase carrying convenience. Kraft Canada should include cheese production and cheese origin to compel millennial moms (Allison & Ramasastry, 2016).

Kraft Singles needs to evolve because consumers are constantly changing. To stay relevant to millennial moms, the company should consider changing the consistency, color, size, and shape of its products (Allison & Ramasastry, 2016). This will compel new millennial moms to try out the new improved products and makes the products to be competitive in the market. Moreover, Kraft Canada could provide information through the internet for moms to access (Moore, 2012). In summary, the wants and needs of millennial moms can be assessed in order to determine what they like and dislike about the product. The company can make use of information obtained from millennial moms to create products that are compelling to them (Jobber & Ellis-Chadwick, 2012).

Foodservices offered by Kraft Singles could be brought into the homes of millennial moms. Due to the rise of home chefs, the company needs to develop home applies that can be used at homes to make cheese food or other Kraft products (Allison & Ramasastry, 2016). Home chefs refer to individuals who cook at home for pleasure or recognition. Some millennial moms want to showcase their cooking abilities, thus, the introduction of Kraft Singles foodservice is very important.

Another product innovation the company could incorporate into their new brand messaging is offering cooking guides and recipes to millennial moms. Millennial moms try to eat smarter and healthier, thus, they cook meals with fewer ingredients. Time for preparation should also be less since cheese is as a snack for most of these moms and is taken in between activities such as work.

Lastly, innovative promotions could be developed by Kraft Singles in coalition with retail stores. Innovative promotions provide an excellent tactic on how to approach and reach millennial moms. Examples of innovative promotions include providing recommendations on how to prepare and cheese, sample promotion, assigning a cheese ambassador on every store, developing adventurous and bold flavors, educating buyers at cheese selling pints, and creating exclusive brand features like symbols, color, or logo (Allison & Ramasastry, 2016). In addition, product innovation can be adopted by inspiring buyers to check on products during promotions (Dibb, Simkin, Pride, & Ferrell, 2005).

Other than millennial moms, there are other consumers of Kraft Singles products such as baby boomers. In 2014, the Canadian Cheese market experienced a change with millennial moms leading in consumption of cheese products with demographic percentage of 36.8%. In contrast, different results were witnessed in 2009, 2004, and 1999. The Gen Xers workforce percentage was 41.8 %, 38.4 %, and 35.8 % in 1999, 2004, and 2009 respectively. On the other hand, the baby boomers’ generation was made up of 51.4%, 43.8%, and 36.8% in 1999, 2004, and 2009 respectively (Allison & Ramasastry, 2016). From these demographics, it is clear that the Gen Xers and baby boomers characterizes a major section of cheese consumers.

Unlike the new millennial, older consumers have been the major consumers since the beginning as illustrated by figures from 1999-2009. To avoid the alienation of traditional customers while pursuing millennials, the company could consider the preferences of these customers. Since the shopping behavior and habits for older shoppers have been tested it is easy to serve them. Hypothetically, older shoppers above the age of forty seem to control seventy percent or more in shopping costs. Some older people might be resistant to change, therefore the company should ensure that not all previous products are replaced to suit to the millennial consumers (Hoffman & Bateson, 2010).

References

Allison, J., & Ramasastry, C. (2016). Kraft Foods Canada: Targeting the millennials. Ivey publishing.

Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson Education.

Dibb, S., Simkin, L., Pride, W.M., & Ferrell, O.C. (2005). Marketing: Concepts and strategies. Houghton Mifflin.

Hoffman, K.D., & Bateson, J.E. (2010). Services marketing: concepts, strategies, & cases. Cengage Learning.

Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing (No. 7th). McGraw-Hill Higher Education.

Moore, M. (2012). Interactive media usage among millennial consumers. Journal of Consumer Marketing, 29(6), 436-444.