A Kraft Singles company might choose a heavy placement approach when deciding on a product placement strategy. When a corporation uses an intensive placement strategy, it distributes its goods in as many outlets as feasible. Confectionery firms frequently employ this method, which places their products at supermarkets, cinemas, convenience stores, and airports. When it comes to handmade items, the company should put products where the target audience is most likely to be.
Moreover, the placement strategy is only part of the overall marketing strategy. When choosing a Kraft Singles location, there are three other aspects: product, promotion, and price. The company might make a list of places in which test sales were performed. This is to determine which ones fit best with the rest of the firm’s bulk marketing strategy. Despite the mass, the product must be accessible to the target audience of Canadian millennial mothers (Ivey, 2016). Moreover, the product should be placed in popular places visited by this group. Kraft Singles products are more likely to sell well if listed in a store with similarly priced items. Shoppers typically browse stores within their price range; hence, one can use the store’s inventory to assess whether the location will help one reach their target market. One can similarly analyze the most frequently and regularly purchased products.
Canada Kraft Singles should not depart from Kraft Singles’ principles or approaches but should adapt them to suit the region. Companies need to consider the specific audience of millennial mothers to make a compelling brand message for Kraft Singles. Canada is a region where people are aware of the importance of their health and the impact of health care on the family. The message should be that by consuming Kraft Singles, millennial mothers provide healthy food for themselves and their families. As such, the company might convey its message by creating a blog with the stories from the clients, which would confirm the image of the brand. This approach puts the potential consumer in the position of a confident and responsible person. Finally, to avoid alienation of core customer group, the company should concentrate on inclusivity by creating promotion for various single mothers: with different views and lifestyles.
References
Ivey. (2016). Kraft Foods Canada: Targeting the Millennials (No. W16335-PDF-ENG).