TITLE

Case study: Kraft

AUTHOR(S)
Jones, Morag Cuddeford
PUB. DATE
June 2006
SOURCE
Brand Strategy;Jun2006, Issue 203, p26
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the success of the world's second largest company Kraft Foods Inc. Tombstone Pizza, a frozen pizza brand was acquired by Kraft and few years following the takeover, Kraft was able to increase its share of the frozen pizza market. Through a mixture of small acquisitions, brand extension and brand licensing, Kraft's pricing pyramid was built.
ACCESSION #
21332062

 

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