Chapter 8 - Segmenting and Targeting Markets

Segmenting has become a major source of targeting consumers today. Back in the days it wasn't so important but today knowing how to present your products and who your presenting them to count a lot. 

Kraft uses different types of segmentation such as market, geographical, and demographic segmentation. In an article written about segmentation an example is given of Kraft's geographical segments: 

"... example of geographical segmentation is Kraft General Foods’ Maxwell House ground coffee that is sold nationally but flavored regionally (i.e., stronger flavor in the West than in the East).#  Obviously, Maxwell House segmented the national market by region because it is a good predictor of flavor preferences."

Kraft has 97,000 employees in over 70 countries. There are two main headquarters for Kraft; Kraft North America Commercial & Kraft International Commercial. In North America, Kraft focuses on selling more beverages, cheese & food services, convenient meals, groceries, and snacks/cereals. Today Kraft owns Trident & Dentyne gums.

Kraft's international sales focus more on selling many of the same brands they sell in North America as well as selling international items such as food/candy. They have market shares in Australia, New Zealand, India, & Thailand. Different types of Cadbury were sold all around the world by Kraft.