QRCA Symposium – May 7, 2009

Anticipating Emerging Trends

1717 West Rascher AvenueChicago, IL 60640

Phone: 773-769-0993www.WAstrategy.com

Patrice Wooldridge Eileen Thompson

1 Kraft CourtGlenview, IL 60025

Phone: 847-646-2000www.Kraft.com

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ISSUE

How can we predict the future?

The rate of change is more and more

Influenced by technology.

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Case Study Background

Kraft Foods needed to anticipate reactions to new trans fats label rules

Changes in trans fat labeling

Anticipated media coverage

Objectives

What was the consumer mindset in that moment and how

much might their opinions change?

How might the products, labels, and marketing communications need to change?

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Method

Online Bulletin Board Discussions naturally evolve over time.

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Initial ReactionsAt that time, total Fat was an issue With consumers but not trans fats

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Reactions

Confusion & trying to help one another!

“Recently I heard that margarine is worse than butter, when in the past it was that butter is worse

than margarine! It’s so confusing!”

Few consumers knew whether trans fats were good or bad – so the ones who knew found Internet links to inform the others

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Exploring the Future

What if you read or saw….

What if the nutritional label changed in this way…?

How would you feel if you heard you shouldn’t have any trans fatty acids?

dee 11/7/2002 11:30 AM   I guess im just a hopeless case

leslie 11/7/2002 1:47 PM  Dee, you're not hopeless! And more importantly you aren't helpless! I think that this forum has been a

learning experience for all of us.

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Individual vs. Group

Allows us the ability to look at the individual or group transformation

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Kraft Response

Soon the consumers agreed they would be avoiding trans fats in the future

Shared info on how to detect and avoid - even before the labels changed!

Kraft recognized this same “education” would happen

quickly in real world as media covered story

-- and so, speeded up plans to remove trans fats

Ingredients: ENRICHED MACARONI PRODUCT (WHEAT FLOUR, NIACIN, FERROUS SULFATE [IRON], THIAMINE MONONITRATE [VITAMIN B1], RIBOFLAVIN [VITAMIN B2], FOLIC ACID), CHEESE SAUCE MIX (WHEY, MILKFAT, MILK PROTEIN CONCENTRATE, SALT, SODIUM TRIPOLYPHOSPHATE, CONTAINS LESS THAN 2% OF CITRIC ACID, LACTIC ACID, SODIUM PHOSPHATE, CALCIUM PHOSPHATE, MILK, YELLOW 5, YELLOW 6, ENZYMES, CHEESE CULTURE). Size: 5.5 OZ

Recognizing value of on-line qualitative, Kraft worked with Communispace to create on-going on-line panel

1600 participants, in place since 2003

Kraft Next Steps

Jeanne M. from Patterson, LA.Member Age: 30 – 41

• “This recipe is such a family hit I’ve actually had to make double batches to keep my hubby and boys from wrestling for leftovers!”

Kraft On-going Effort

Ex: Kraft Consumer Channel helped us understand “Delicious”

Kraft On-going Effort

In today’s world consumers are more likely to ask guests to bring a dish to help minimize costs

• Even some of the consumers that plan on bringing food or beverage items to a holiday gathering will look to cut back on costs by bringing less expensive items.

Member Quote: “In the past, I've always just gone all out and made whatever

dishes I wanted to bring & never even thought about money. And while we're financially fine, I just feel poorer for some reason.”

[Safeway MVC]

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SummaryNew qualitative methodologies help speed up

the process in order to predict what will happen.

Thank you