Kraft Foods Fine-Tunes Shopper Marketing Campaigns

Retailers and manufacturers are striving to deliver more tailored value propositions to shoppers. In effect, they are collaborating more than ever to align their efforts and maximize returns from joint investments. One area of increasing focus for both trading partners is shopper marketing, which is experiencing rapid growth in the industry.

Industry leader Kraft Foods (www.kraftfoodscompany.com) is taking a new approach to more effectively measure and analyze shopper marketing campaigns that can involve entirely new merchandising and marketing concepts and cut across multiple brands and categories.

The $48 billion company's In-Market Testing for Growth (IMTG) group is using the APT Test & Learn Analytics Platform (www.predictivetechnologies.com/en/index.cfm), initially licensed in 2007, to evaluate a broad range of projects, including but not limited to, new items, restages, media heavy ups, in store re-designs and retail coverage models.

"APT has enabled us to test items on a small scale prior to investing for expansion," says Autumn Dawn McDonald, Director, Consumer Insight & Strategy, Kraft Foods. "By doing this, we are able to optimize prior to rollout and improve our return on investment. We are also able to iterate through an analysis with our testing partners and provide quicker responses to investigative questions."

 

 

---

 

FAST FACTS

 

In-Market Testing at Kraft

The In-Market Testing Group at Kraft Foods drives competitive advantage by testing products, strategies and programs in market before full-scale expansion.

 

 

A Growing Trend

In August 2010, Publix licensed APT's Test & Learn solutions to help accurately and efficiently measure the impact of new capital allocation, merchandising, marketing, pricing and operations initiatives.

 

Words of Wisdom

"Our partners have realized the importance of IMTG's ability, using APT, to determine with confidence which ideas work, which don't and which could be fine-tuned."
--Autumn Dawn McDonald, Director, Consumer Insight & Strategy, Kraft Foods