Sales Promotions

Monica Radford
Indiana Wesleyan University
BBAO60/MGT421 Marketing Management
Facilitator: Gerald Holland
October 19, 2011

I have read and understand the plagiarism policy as outlined in the syllabus and the sections in the Student Bulletin relating to the IWU Honesty/Cheating Policy. By affixing this statement to the title page of my paper, I certify that I have not cheated or plagiarized in the process of completing this assignment. If it is found that cheating and/or plagiarism did take place in the writing of this paper, I understand the possible consequences of the act/s, which could include expulsion from Indiana Wesleyan University.

Sales promotions are an ongoing thing in today’s economy. We as consumers are always trying to find a bargain in order to save money. Per the textbook, marketers recognize sales promotions as an integral part of the marketing plan and the focus has shifted in order to build brand equity and maintain continuing purchases (Boone & Kurtz, 2010).
Kraft Foods is the epitome of sales promotions. Kraft is the largest branded food and beverage company in North America and the second largest in the world. It operates in more than 150 countries worldwide (Wohl, 2011). Kraft Foods markets the world's favorite food and beverage brands in five product sectors namely the snacks, beverages, cheese and dairy, grocery and convenient meals.
Kraft also has 35 major brands with more than 100 years of remarkable achievements in products such as the Oscar Mayer meats, Maxwell House coffee, Jell-O gelatin and Milka chocolate (Our Brands, n.d.). Kraft constantly strives to continue making historic records with the launch of different new products designed to meet the ever-changing needs of the consumer. Kraft’s vision is to meet consumers' needs and making food enjoyable and healthier. Kraft strives to deliver the message to their consumers that they value the importance of health and wellness by providing the best value and...