Published on 27-Jan-2010
Validated on 12 Mar 2013
Kraft Foods Australia
Kraft Foods Australia is a subsidiary of Kraft Foods, the second largest branded food and beverage company in the world. Established in 1926, Kraft Australia is headquartered in Melbourne and has sales revenue of over A$650 million.
With Australian demographics changing, Kraft Australia saw the need to change its longtime branding campaign for its much loved Vegemite product.
Kraft engaged IBM to provide its leading edge tool for corporate brand and reputation analysis (COBRA) to conduct a pioneer study of its customer base.
Ability to identify market opportunities at a very early stage; Ability to detect—and respond to—threats to Kraft's brands and corporate reputation; Ability to increase sales and customer loyalty through more targeted brand advertising campaigns.
Kraft engaged IBM to provide its leading edge tool for corporate brand and reputation analysis (COBRA) to conduct a pioneer study of its customer base. The solution reaches out to millions of sources of user generated content to paint a fresh picture of what its customers are thinking and saying.