Kraft 2003 Annual Report Download - page 7
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Please find page 7 of the 2003 Kraft annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.Witha“bestofglobal,bestoflocal”organization,we’resetuptodeliver
ourfour-pointSustainableGrowthPlan.
First,tobuildsuperiorbrandvalue,wemustdelivermoreproductbenefitsfor
thepricepaidthanourcompetitors.
Wehaveanexceptionalportfolioofbrands.Toensurewecontinuetogrowour
leadingbrands,wearetargetinganincreaseinourmarketingspendingin2004
of$500millionto$600million.Thisstepped-uprateofspending,basedona
category-by-category,country-by-countryanalysis,willgiveustheresources
weneedtomarketandpriceourproductscompetitively.
Second,totransformourportfolio,wearealigningourproductswithkey
consumerandcustomertrends,retailchannelsanddemographicgroups.
Asmoreconsumersfocusonhealthandwellness,we’rerespondingwithproducts
likeTriscuitcrackerswithzerogramstransfat;Kool-AidJammers10withonly
10caloriesperserving;andTangPluswithfortificationandflavorstailoredtothe
nutritionalneedsandtastepreferencesofdifferentcountries.
We’remeetingthegrowingneedforconveniencewithproductslikesingle-serve
PhiladelphiaMinisinEurope,nutritionallybalancedLunchablesFunFuelinthe
U.S.,andthelaunchinFrancelaterin2004ofTassimo,ourinnovativenew,
on-demand,hotbeveragesystem.
Third,toexpandourglobalscale,particularlyinfast-growingdevelopingcountries,
wearecapturingthegrowthpotentialofourcorecategoriesinmarketswherewe
alreadyoperate,andwearebuildingourinfrastructureinnewhigh-potentialmarkets.
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