"Mac and cheese is iconic, but it's not one of our 10 power brands," says Sanjay Khosla, president of developing markets and global
categories at Kraft, explaining that the company is focusing on pushing 10 brands that are the most easily translatable across the borders of 10 countries. "Planting flags all over the world was the
old strategy."
Tang's global sales grew 30% in developing markets last year as Kraft stepped up marketing and unveiled packaging and flavor innovations such as "ponkan," a type of
mandarin orange, in the Philippines, tamarind in Mexico and guava in Brazil. "Regional tastes are really strong," says Mike Mazzeo, a professor of management and strategy at Northwestern University's
Kellogg School of Management.
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