Chapter 10 - Product Concepts

Kraft Food's is a huge company with tons of different products to offer it's consumers. A Kraft product can be known as a consumer product because majority of the consumers who buy this product are for their only personal needs. It's products can also be categorized as an convenience product because Kraft products are inexpensive and customers aren't willing to shop extensively for an item. If a customer walks into a store knowing they want Chips Ahoy! cookies, they'll head straight for the cookie aisle and pick up the item they need. And lastly Kraft products can be known for being unsought products. When walking into a store, you might pass the cookie aisle to buy your regular Chips Ahoy! cookies and you'll see a newer version come out of this product item and you'll pick it up. An extension to this product is known as a product line.




Seeing something along the same line as the product item you desire gives you the need to want to try out an extension to this product. Knowing you like Chips Ahoy! cookies gives you the automatic need to try every flavor they have in their product line. Seeing a consumers product being introduced in newer ways is what keeps a consumer coming back for that product. For example, Breyers Chips Ahoy! ice cream. We already know consumers love this product so imagine how they feel when they see that it's now in ice cream. Kraft finds many ways to retail it's products to consumers. And their product lines are big and tasty!