Analysis Of Nana's Macaroni & Cheese

Distinguishing one product from another depends on the target market’s ability and in turn the success of any business or consumer product (Lamb, Hair & McDaniel 2009). In the marketing industry and the business world, brand is defined as “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of others.” (Bennett, P.D., 1995). Brands are a common part of marketing and they serve as value to consumers. Brands also give firms a competitive edge over another and a certain leverage over its customers.

Rebranding is somewhat similar to branding, however, it may be for different reasons or purposes. Rebranding is managed in conjunction with the existing brand. It may require visible

It is important for the brand to differentiate itself from the competition. Regaining the lost foothold on the market to re-attract consumers to the brand is important. In the name change, the product will retain the familiar Kraft name however, there will be an addition to the name to be: Nana’s Macaroni & Cheese by Kraft. In retaining the Kraft name consumers can still identify a familiar product amongst the competitors. An animated picture of someone’s grandma. Most people have a memory of their grandmother making mac & cheese in the kitchen from scratch. The boiling of the pasta and grating of that real cheese and working it into the cooked pasta with natural ingredients from grandma’s pantry. There will be a slight change in the color and notes on the package showing “new & improved” with real cheese. The ingredients will show organic pasta and real cheese to appeal to moms who are concerned about her children eating healthier. Showing a lower calorie count makes it something every family member can enjoy without feeling guilty of the calories. The customers’ needs changes and by making these changes or adjustments the product will appeal to customers’ who have made lifestyle changes i.e. eating