TITLE

Kraft to boost marketing; plans new-product blitz

AUTHOR(S)
Pollack, Judann; Cardona, Mercedes M.
PUB. DATE
July 1999
SOURCE
Advertising Age;7/5/1999, Vol. 70 Issue 28, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the plan of Kraft Foods to use savings in overhead for its marketing budget which will fund the launch of its several products within the next three years from 1999. According to the company's President-CEO Robert Eckert, Kraft believes the lines will account for about three-quarter of its incremental volume growth and that they will be focused in four target areas which are dinner kits, snacks, specialty international foods and functional foods. In addition, the company's total overhead expenses will decline as a percent of revenue and half of that savings will go toward increased spending.
ACCESSION #
2008169

 

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