卡夫多元化品牌建立与推广策略
卡夫食品公司是美国最大的食品和饮料企业，是世界最大的食品生产商，北美最大的食品生产商。公司成立至今已有100多年历史，畅销世界超过150个国家及地区。卡夫能风靡全球至今的主要原因是它的一品一牌的营销策略。首先，文章对卡夫公司做了简要的介绍。另外，文章在文献回顾环节，通过二手的资料中的案例及理论进行分析。从而对其公司的多元化战略有了进一步的研究探讨引发卡夫的一品一牌的战略。之后，进行下一步的分析卡夫通过市场分析对产品细分和品牌的定位，对新产品的开发及对品牌的收购，与分销商合作，成功的推广，这些都成就了卡夫的市场成功。最后，为本文章的结论，重申主题。
关键词：一品一牌，市场细分，产品组合，推广
Abstract
Kraft foods company is America’s largest food and beverage enterprise. It is the world’s largest food manufacturers. North America’s largest food manufacturers. Company set up has been 100 years of history, selling more than 150 countries and regions of the world. Kraft could catch on around the world have been the main reason is marketing strategy. It mainly takes swallow a brand marketing strategy. First of all, the article made a brief the kraft is introduced. In addition, based on the literature review, to analyze the case and the theory of second-hand materials. To company’s diversification strategy has a further research to explore cause of Kraft swallow a brand strategy. Later, on to the next step of Kraft through market analysis to product segmentation and brand positioning. For the development of new products and the brand a cquisition, cooperation with distributors, successful promotion. All of these made kraft market success. Finally, the conclusion of this article, reiterated that theme.
Key words: swallow one brand, market segmentation, product mix, marketing promotion
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