• The aspect of Kraft’s strategy that was a real differentiator though was how it rolled out the reformulation. Rather than advertising the measures the company had taken to make its product more natural—common practice among competitors—Kraft simply didn’t say anything. Studies have shown that even the mention of a new formula can cause consumers to perceive flavor to be different, so Kraft chose not to call attention to the change.
Questions:
• In what way(s) could Kraft’s strategy have backfired?
• How might Kraft have been prepared for this possibility?
• How should Kraft respond to the demographic trends outlined in your textbook?
