The assignment has 3 parts,
Your assignment is to:
a) Restate Kraft Canada’s specific objectives for the coffee pod launch- BRIEFLY. Read the case carefully as the objectives are found in different parts of the case. They are the guidelines that will help you analyze the rest of the case.
b) Draft the requested marketing launch plan, based upon information provided in the case and your own understanding of marketing launches for new products. Justify your recommendations by explaining your rationale and counter anticipated objections. Identify specifically how you would spend the available marketing budget and why. Include the cost of distribution in this budget.
Be sure to address branding, price, product flavors, distribution, and marketing communications (including advertising, promotion, and merchandising). Page 1, paragraph two states some of the decisions Herzog must make. Other decisions are identified elsewhere in the case. Find them and address them in your analysis.
Recommend specific actions, don’t just present alternatives. Adhere to the stated budget.
I expect to see the numbers in the case fully utilized. Pay attention to the exhibits as well as the data within the body of the case.
c) Conclude with a two-paragraph recommendation whether to launch now or later. Justify the recommendation. Why is the best of the alternatives available?
Your audience is Herzog’s boss.
(You may think about these questions to help you for the launch plan .
To help you analyze the case consider the following questions.
– What is the current position of Kraft Foods in the Canadian coffee market?
– What are the specific objectives of Kraft with respect to the Canadian coffee market? How will your recommendations help achieve those objectives?
– What constraints does Herzog face? Take those into account when developing your recommendation.
– What are the critical competitive issues that Kraft must consider and how do those affect your recommendation?
Don’t restate all of the information in the case but identify the information most relevant for the analysis and recommendations.
No outside research is needed.
State any assumptions that you make and the basis for those assumptions.)
