By Emily Pallotta
Imagine a Top 3 Global Food and Beverage company — Kraft Heinz — asking you about a 125-year-old, $1 billion-plus revenue coffee brand that you probably drank the last time you were in your grandmother’s kitchen. How would you position this brand to win with omnipresent ‘millennials’, the same demographic so many Fortune 500 companies are trying to resonate with?
How would you convince an entrepreneurial, free-spirited and tech savvy millennial who is commonly seen drinking a Pumpkin Spice Latte to give a heritage ‘at-home’ coffee brand a place in their daily routine?
These are the questions that our group of five One-Year MBA program students set out to answer during Marketing Strategy Challenge, a five-week class sponsored by Kraft Heinz, hosted by Kellogg and open to some of the country’s top MBA programs.