Not just for the little guys

Kraft General Foods (KGF), a division of Philip Morris Companies, has implemented a direct response advertising campaign to bolster the market position of many of its products. KGF, which had sales of $29 billion in 1990, has a database of over 30 million names. The company is using direct mail, continuity programs, and 800/900 telephone numbers to reposition slumping brands such as Maxwell House coffee. Direct marketing has helped KGF reposition its Kool-Aid brand soft drink product favorably against Coca-Cola and Pepsi-Cola in the 6-to-12 year old market.
Not Just For The Little Guys Kraft General Foods' embrace of direct response advertising proves that even large corporations with well-established brand names can benefit from databased marketing strategies. Quick! [...]