Let’s build a smarter planet

Kraft Australia explores a new frontier of customer understanding through advanced analytics.

Overview
■

The Need
With Australian demographics changing, Kraft Australia saw the need to change its longtime branding campaign for its much loved Vegemite product. To get it right, Kraft needed a deeper and more insightful view of how consumers viewed—and used—
Vegemite that it could rely on to tailor its branding message.

■

The Solution
Kraft engaged IBM to provide

Kraft Foods Australia is a subsidiary of Kraft Foods, the second largest branded food and beverage company in the world. Established in 1926, Kraft Australia is headquartered in Melbourne and has sales revenue of over A$650 million. The company’s flagship brand—Vegemite—has long been considered an
Australian national icon.

its leading edge tool for corporate brand and reputation analysis (COBRA) to conduct a pioneer study of its customer base. The solution reaches out to millions of sources of usergenerated content to paint a fresh picture of what its customers are thinking and saying.
■

Key Benefits
— Ability to identify market opportunities at a very early stage
— Ability to detect—and respond to—threats to
Kraft’s brands and corporate reputation — Ability to increase sales and customer loyalty through more targeted brand advertising campaigns

For all the diversity in the worldwide consumer products market, the most successful companies tend to have an important thing in common. They focus on continually improving the business functions that are critical to the consumer products business model, from maintaining vibrant and market-driven product development to having efficient manufacturing and a lean and flexible supply chain. Even more fundamental to consumer-products success, however, is the strength of the