Kraft 2003 Annual Report Download - page 13
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Inaworldofchange,wehavetorunjusttostandstill.Toachieve
sustainablegrowth,wemuststayastepaheadoftomorrow.
Weareacceleratingashiftinourportfoliotosatisfythegrowingdemand
forhealthandwellness,andconvenience.Wearedevelopingadditional
productsandpackagesthatfitfast-growingdistributionchannels.
Andwearedeepeningourconnectiontomulticulturalhouseholds
withmoreproductsandservicestailoredtotheirneeds.
Wearebringingtomarketagenerationofnewproductstohelpconsumers
meetarangeofhealthandwellnessneeds–weightmanagement,natural
andorganicfoods,performancenutrition,healthmanagementandgeneral
nutrition.Toanswerthecallforconvenience,we’reintroducingproducts
thatareeasiertoprepare,moreportableandpre-portioned.
Asmorevolumeshiftstonewerandbroaderretailchannels,weare
customizingourportfolioandprogramstobuildourshare.We’replacing
ourbrandsinfast-growingfood-away-from-homevenues,notonlytogain
volumebutalsotocreatebillionsofconsumerbrandimpressions.
AndintheU.S.,wheretheHispanicpopulationcontinuestogrowrapidly,
ouron-the-grounddedicatedmarketingteamsareintroducingmore
specialtyproducts,bilingualpackagingandoutreachprogramstosuit
localpreferences,localcultureandlocalcommunityneeds.
Tomorrow,theworldwillwantsomethingdifferentthanitwantstoday.
Weneedtoanticipate,identify,developandmarketitfasterandbetter
thaneverbefore.