Based on the demographic trends provided, it would be beneficial for Kraft’s marketing team to use this information to their advantage. This information can provide the company with target markets to enter or exit. As an example, when reviewing the number of “Women in the Labor Force” statistics, the textbook states, “Since the 1960s, American women have increasingly participated in the labor force”
(Aaker & Moorman, 2017, p. 80)
. With this information, Kraft may wish to consider marketing to working moms. With more households having women entering the
workforce, there is less time for moms to meal prep. Kraft can lean into the idea that their macaroni and cheese provides moms with a quick and easy meal option for families with working moms. Another demographic to consider is the “Decreasing Middle Class”. In the United States from 1971 to 2021, the middle class shrunk from 61 percent to 50 percent (Kochhar & Sechopoulos, 2022)
. When looking at this data, it may be beneficial for Kraft to target both a lower- and upper-class audience. Kraft could consider different cheese flavors that would pique the upper-class customer’s interest. Another option would be to options for providing different volumes of products to sell at a lower price to accommodate the needs of the lower-class. Cultural Trends
Companies being aware of cultural trends is as important as any other customer-level data element. This information can provide insights into customers located in different parts of the United States and other countries. As represented in Aaker’s and Moorman’s Strategic Market Management
Figure 5.2, Americans are the leading country when it comes to indulgence versus restraint. As a result, Kraft may contemplate making packaging sizes larger knowing that Americans have a high tendency to indulge. However, customers in Asian countries like China have different customs and values. Chinese customers are more focused on long-term Page 2
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