Primary Issues
The Philadelphia Cream Cheese was established in the 80s and was considered as one of the leading spreads for bagels for many years. However, sales for this great commodity were flat or were low from 2005 through 2010, when the business learned that they should give their consumers other reasons to buy it. Kraft resolved to initiate a new promotion in 2010. This campaign branded as “Real Women of Philadelphia.” The new promotion was a community-produced video competition in which Kraft requested women to formulate recipes using the Philadelphia Cream Cheese, which is more than simply a bagel meal and post a how-to video on the Social Media Platform. However, rather than watching the brand die off, Kraft’s group of researchers were able to develop a novel idea on how to revive the cream cheese brand. They started by increasing the target market and established a new line of cream cheese that can be blended with different ingredients. I think this was a vibrant idea and is a primary measure in restoring a brand that was not doing so well. Now with having new types of cream cheese, consumers are using the brand in all kinds of recipes and on all different varieties of food. This opened an avenue for Kraft to have its cream cheese brands used more often and on a more substantial different food instead of only a bagel.
How social media was used in marketing
By marketing the Real Women of Philadelphia promotion on Paula Deen’s website and featuring Paula Deen to start in an advertisement on the media, Kraft managed to an existing group of women it desired to speak to. Among the videos generated by Paula Deen and those featuring the four hosts, the EQAL group made more than fifty videos for the site. However, they were keen to keep the attention on the consumer-generated content. During the previous contest, for example, the homepage presented select submissions. One of the key features of the platform is a collection of community recipe submissions, and the group posted particularly inspiring contributions from the people on the LoveMyPhilly Twitter and Facebook accounts. This was incredibly great sense that the content that the community were sending in was the key desirability and made them feel like costars, and it made people thoroughly involved.
The Four Zones Used
The reality is that the Real Women of Philadelphia helped boost the sale of cream cheese to five percent more. And the following four factors contributed to the promotion’s success. First, leveraging on existing community. Rather than designing a network from scratch, the promotion associated itself with a character that already had a large traffic. Second, designing a reason for subscribers to create content. Since women had committed themselves in designing content for these competitions, they felt more possession of the site and were more probable to visit regularly. Third, they focused more on community content rather than their content. There was a really great meaning that the content people were posting was the key attraction and made them feel like starts, and it made people extremely involved. Lastly, stepped aside. The features on the site enabled women to develop a strong profile, secretly message each other, and get engaged in whatever way they deemed right. By allowing the members define the community, Kraft managed to develop a stronger one.
I am thrilled how something as small as restructuring a product line can absolutely transform the company’s attitude.