Revitalizing a Small Brand
February 26, 2008: 6:00 PM - 9:00 PM
Learn how a dedicated team at Kraft Foods used consumer insight to revitalize a declining brand, and also revitalized senior management enthusiasm for investing in the brand’s future.
6:00 PM-6:30 PM: Registration & Networking
6:30 PM-8:00 PM: Presentation
8:00 PM-9:00 PM: Cash bar & networking
Frank Thometz (Speaker)
Marketing Vice President
Frank Thometz is a Marketing Vice President who has helped build businesses at major packaged food companies, including Kraft Foods, Nabisco and Mars Inc. Over the course of 18 years, Frank has contributed to the profitable growth of brands like M&M’s, 3 Musketeers, Teddy Grahams and Honey Maid Graham Crackers. Also an expert in Hispanic Marketing, Frank has successfully marketed Mazola Corn Oil, Ritz Crackers and Oreo Cookies to the fast-growing Latino community. Frank earned his MBA at the University of Chicago Graduate School of Business, and he received his BA from Boston College.
This case study presentation explains how a dedicated team at Kraft Foods used consumer insight to revitalize a declining brand, and also revitalized senior management enthusiasm for investing in the brand’s future. This case will be especially useful to marketing managers who will learn about key steps in new product development. The case also has implications for marketing personnel who wish to obtain resources for their initiatives within their organization.