Case 23: Kraft - Marketing Research

Introduction: What is the difference between a cracker and a chip? Kraft asked that very question as it decided to launch Ritz Toasted Chips, an extension of their Ritz cracker brand, originally launched in 1934. Kraft needed to do market research to understand what would be the best product to create and introduce to the market.
Concept Review: Because research is both expensive and time consuming, it is important to establish in advance exactly what information is required to answer specific research questions and how that information should be obtained. It is important to ensure that the potential benefits of answering the research questions exceed the cost of conducting the research.

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