Chapter 18 - Sales Promotion & Personal Selling

As you've read in several of the previous blogs I've posted you've come to know that Kraft is very successful when it comes down to advertising and getting the word around about their product. They know how to catch a consumers eye and their on target when it comes down to sales and promoting. One promotion they had was the Polar Express free movie ticket. PGS corporate came up with a marketing plan that sponsored the Polar Express movie. This was supposed to help enforce the companies relationship with A&P retailers while also increasing in sales to consumers. They've also had their online coupons that consumers can easily click and print out straight from their homes. Kraft's sales are so successful that they don't need to promote personal selling. It's being promoted on it's own through commercials, magazine ad's, A&P stores, etc.

The Internation Business Awards nominated Kraft as the best sales organization. As they said on their website:

"Kraft developed annual plans that tied directly to shopper and customer insights
and allowed retailers the option of customizing programs in order to differentiate
from competition.  A great example occurred during the 2002 Fall Football
Tailgating Season.  Retailers across the country activated promotions that tied in
with local High School, College and NFL football teams.  Consumers participated
in promotions via sweepstakes, tailgate recipe books, food solutions on line, in-
store tailgate destination sites, and through athlete/player appearances.  Over a
six-week period, these promotions contributed to growth of 4.6% across
participating Brands.  Additionally, in-store merchandising increased 20.3% as
customers promoted the recipe ideas and meal solutions that addressed
consumer needs."

Kraft not only promotes by giving free offers but it also sends out coupons. You can find coupons anywhere nowadays like online, newspapers, store ads, or you can even have coupons sent straight to your home! Promoting has never been easier for this successful company. Everyday they're finding newer ways to promote their products and force purchasing. Consumers grab any chance or opportunity they receive to save on a product of their choice. Especially when they favor a certain product, they'd be even more willing to buy it seeing a coupon or a sales promotion for it. Everyday is a new way to promote sales at Kraft.