Kraft Foods
This paper will evaluate the marketing website of Kraft Foods, which can be accessed at https://www.myfoodandfamily.com. Kraft Foods is a well-known food and beverage company producing various products in over 40 countries worldwide. The Website is designed to serve as a platform for the company to promote its products, provide recipe ideas, and engage with its customers. This evaluation will analyze the Website’s effectiveness as a marketing tool and highlight the things that work well and the areas that could be improved.
Things That Work Well
Firstly, the Website’s layout and design are visually appealing and user-friendly. The Website has a simple and visually appealing format that makes it easy to navigate. This fits with studies that suggest that “an excellent user interface is a vital factor in attracting customers to return” (Fan & Tsai, 2010). The homepage features high-quality images that showcase the company’s products and the ability for users to search for specific recipes. The use of bold colors and straightforward typography is effective in creating a cohesive brand image that is consistent with Kraft Foods’ branding.
In terms of content, the Website provides an extensive collection of well-organized and easy-to-follow recipes. The recipes are categorized according to meal type, cuisine, and dietary preferences, making it easy for users to find what they want. Each recipe page includes a list of ingredients, step-by-step instructions, and nutritional information, which makes it easy for users to plan their meals. The Website features a section dedicated to product promotions and coupons. This section provides users with exclusive offers and discounts that are not available elsewhere, which can encourage users to purchase Kraft Foods’ products.
Things That Could Be Done Better
While the Website has several strengths, a few areas could be improved to enhance its effectiveness as a marketing tool. O’Cass and Carlson stated that “providing compelling online experiences via websites has emerged as an important issue in developing favorable consumer behavior responses and outcomes in the internet environment.” (O’Cass & Carlson, 2010. P115). For this reason, the Website could benefit from more interactive features that keep users engaged and on the site for longer. For example, Kraft Foods could add a feature that allows users to customize their recipes or a chatbot AI that provides users with personalized recommendations based on their dietary preferences.
Another area for improvement is the Website’s social media integration. Kraft Foods could use its social media accounts to increase traffic to its My Food and Family website and encourage users to share their favorite recipes. The Website could use social media to promote new products, run contests and giveaways, and engage with customers in real-time. This would help to build brand awareness and increase engagement with the target audience.
Although the Website provides a lot of information, it does not do much to tailor it to individual users’ preferences. For example, the Website could use data analytics to recommend recipes and products based on user’s search history and previous interactions with the site. “Around the globe… one marketing truth has emerged as universally clear: data matters…. it is an enabler of insight into customers…and a tool for targeting messages, offers and content that drive response” (Braverman, 2015).
Conclusion
In conclusion, Kraft Foods’ Website is an effective marketing tool that provides users with valuable information about the company’s products and recipe ideas. The Website’s design, extensive recipe collection, and product promotions are all strengths that contribute to the site’s effectiveness as a marketing tool. However, the Website could be improved in some areas, such as adding more interactive features, data analytics, and strengthening its social media consumer interactions. Overall, the Website is an excellent example of how a company can use its online presence to engage with its customers and promote its products effectively while building on its brand image and loyalty.
References
Braverman, S. (2015). Global Review of Data-Driven Marketing and Advertising. Journal of Direct, Data and Digital Marketing Practice, 16(3), 181–183. https://doi.org/10.1057/dddmp.2015.7
Fan, W.-S., & Tsai, M.-C. (2010). Factors driving website success—The key role of Internet customization and the influence of website design quality and marketing strategy. Total Quality Management & Business Excellence, 21(11), 1141–1159. https://doi.org/10.1080/14783363.2010.529335
O’Cass, A., & Carlson, J. (2010). Examining the effects of website-induced flow in professional sporting team websites. Internet Research, 20(2), 115–134. https://doi.org/10.1108/10662241011032209
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Question 
Kraft Foods
Evaluate Marketing Website Assignment: Access the following Website: https://www.myfoodandfamily.com/
Kraft Foods uses this Website as a part of its marketing strategy. Please review the Website and write a summary of its effectiveness as a marketing tool. Include the things you feel work well and the things you think could be done better.