COOKINGWITHDRAFT.COM TAKES IT LOCAL
Using a combination of products, Kraft, LU, Cracker Barrel and Publix teamed up to create a selling opportunity for themselves and a delicious appetizer for its customers. The promotion was titled, “CHEESE loves COMPANY,” but from a brand strategy perspective it could be called, “MORE BRANDS equals MORE RETAIL SALES.” Let’s consider the not so obvious from the consumer’s perspective.
Kraft Foods makes cheese. Cracker Barrel sells their own brand of cheese. Kraft Foods owns Cracker Barrel. LU makes crackers. Kraft Foods owns LU. Because of these factors and many others Publix welcomes a cross-promotion of this kind from Kraft Foods.
By grouping together several complimentary products in a promotion, a marketer can sell more of its products, particularly when they are well-balanced.
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Vaibhav commented:
(Office Product) In a hurry, I saw the Scotch Moving Kit and mistakenly thhguot it was the kit I got at Costco for $39 for 25 boxes plus supplies. Ordered 2 and when I received the order, I was shocked to see that for roughly the same price ($35) I got only 8 boxes! Disappointed with 1/3 the number of boxes I was expecting, I began filling out the return form until I noticed I would have to pay almost $16 to return them. So, have nothing and pay $16 for my mistake OR write this negative review to warn others and keep my 16 boxes for $70? Next time I will read the description more carefully, for sure
Mia commented:
...typo in the website address, it should be COOKINGWITHKRAFT.COM... (not DRAFT!) was it intentional?
