Kraft 2013 Annual Report Download - page 11

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President, Chief Executive Officer and Director of Swift & Company, a meat processing company, from June 2005
to July 2007.
Ms. Rucker has served as our Executive Vice President, Corporate & Legal Affairs, General Counsel and Corporate
Secretary since October 1, 2012. She joined International as Executive Vice President, Corporate &
Legal Affairs, Kraft Foods North America in September 2012. Prior to that, Ms. Rucker served as Senior Vice
President, General Counsel and Chief Compliance Officer of Avon Products, Inc., a global manufacturer of beauty
and related products, since March 2008 and as Corporate Secretary since February 2009. Ms. Rucker also served
as Senior Vice President, Secretary and Chief Governance Officer of Energy Future Holdings Corp. (formerly TXU
Corp.), an energy company, from 2004 to 2008.
Available Information
Our Web site address is www.kraftfoodsgroup.com. The information on our Web site is not, and shall not be
deemed to be, a part of this Annual Report on Form 10-K or incorporated into any other filings we make with the
Securities and Exchange Commission ("SEC"). Our Annual Reports on Form 10-K, Quarterly Reports on Form 10-
Q, Current Reports on Form 8-K and amendments to those reports filed or furnished pursuant to Section 13(a) or
15(d) of the Securities Exchange Act of 1934 (the "Exchange Act") are or will be available free of charge on our
Web site as soon as possible after we electronically file them with, or furnish them to, the SEC.
You can also read and copy any document that we file, including this Annual Report on Form 10-K, at the SEC’s
Public Reference Room at 100 F Street, N.E., Washington, D.C. 20549. Call the SEC at 1-800-SEC-0330 for
information on the operation of the Public Reference Room. In addition, the SEC maintains an Internet site at
www.sec.gov that contains reports, proxy and information statements, and other information regarding issuers,
including Kraft Foods Group, that are electronically filed with the SEC.
Item 1A. Risk Factors.
You should read the following risk factors carefully in connection with evaluating our business and the forward-
looking information contained in this Annual Report on Form 10-K. Any of the following risks could materially and
adversely affect our business, financial condition, operating results and the actual outcome of matters as to which
forward-looking statements are made in this Annual Report on Form 10-K. While we believe we have identified and
discussed below the key risk factors affecting our business, there may be additional risks and uncertainties that we
do not presently know or that we do not currently believe to be significant that may adversely affect our business,
financial condition or operating results in the future.
We operate in a highly competitive industry.
The food and beverage industry is highly competitive and we face competition across all of our product offerings.
We compete based on product innovation, price, product quality, brand recognition and loyalty, effectiveness of
marketing and distribution, promotional activity, and the ability to identify and satisfy consumer preferences.
We may need to reduce our prices in response to competitive and customer pressures. Competition and customer
pressures may also restrict our ability to increase prices in response to commodity and other cost increases. We
may also need to increase or reallocate spending on marketing, retail trade incentives, advertising, and new product
innovation to maintain or increase market share. These expenditures are subject to risks, including uncertainties
about trade and consumer acceptance of our efforts. If we are unable to compete effectively, our profitability,
financial condition, and operating results may suffer.
Maintaining, extending and expanding our reputation and brand image are essential to our business
success.
We have many iconic brands with long-standing consumer recognition. Our success depends on our ability to
maintain brand image for our existing products, extend our brands to new platforms, and expand our brand image
with new product offerings.
We seek to maintain, extend, and expand our brand image through marketing investments, including advertising
and consumer promotions, and product innovation. Increasing attention on the role of food and beverage marketing
could adversely affect our brand image or lead to stricter regulations and greater scrutiny of marketing practices.
Existing or increased legal or regulatory restrictions on our advertising, consumer promotions and marketing, or our
response to those restrictions, could limit our efforts to maintain, extend and expand our brands. Moreover, adverse
publicity about regulatory or legal action against us could damage our reputation and brand image, undermine our