Oscar Mayer Case Study
OSCAR MAYER: STRATEGIC MARKETING PLANNING
1. COMPANY PROFILE:-
Oscar Mayer Foods Corp. is the maker of one of the most venerable and successful food brands currently available on supermarket shelves. The company's sliced meats and other products are sold across North America and in parts of South America and Asia. Oscar Mayer's product line includes a wide range of popular meats, including hot dogs, bacon, and pre-packaged lunch combinations. In the early 1990s, the company also tried its hand at the restaurant business, in an attempt to find additional outlets for its food products. Oscar Mayer, now part of the Kraft General Foods Empire, grew from a modest family business into an international food giant, maintaining a firm presence in both the American refrigerator and the American consciousness.
Kraft is an independent public company; it is listed on the New York Stock Exchange and became a component of the Dow Jones Industrial Average on September 22, 2008, replacing the American International Group.
2. COMPANY’S HISTORY:-
German immigrant Oscar F. Mayer (1859–1955) began working at a meat market in Detroit, Michigan, and later in Chicago, Illinois. In 1883 in Chicago, Oscar Mayer, along with his brother Gottfried, leased the Kolling Meat Market, on the near-northside of Chicago. The two sold bratwurst, liverwurst, and weißwurst and were popular in the predominantly German neighborhoods of Chicago around the market.
As the meat market's popularity grew, it expanded its storefront and sponsored local events including the Chicago World's Fair in 1893. By 1900, the company had 43 employees and Chicago-wide delivery service. In 1904, Oscar Mayer began branding its meats to capitalize on their popularity, beginning an industry-wide trend. Early company specialties were “Old World” sausages and Westphalian hams, soon followed by bacon and wieners. In 1906, Oscar Mayer & Co. was among the first to volunteer to join the newly created federal meat inspection
1. COMPANY PROFILE:-
Oscar Mayer Foods Corp. is the maker of one of the most venerable and successful food brands currently available on supermarket shelves. The company's sliced meats and other products are sold across North America and in parts of South America and Asia. Oscar Mayer's product line includes a wide range of popular meats, including hot dogs, bacon, and pre-packaged lunch combinations. In the early 1990s, the company also tried its hand at the restaurant business, in an attempt to find additional outlets for its food products. Oscar Mayer, now part of the Kraft General Foods Empire, grew from a modest family business into an international food giant, maintaining a firm presence in both the American refrigerator and the American consciousness.
Kraft is an independent public company; it is listed on the New York Stock Exchange and became a component of the Dow Jones Industrial Average on September 22, 2008, replacing the American International Group.
2. COMPANY’S HISTORY:-
German immigrant Oscar F. Mayer (1859–1955) began working at a meat market in Detroit, Michigan, and later in Chicago, Illinois. In 1883 in Chicago, Oscar Mayer, along with his brother Gottfried, leased the Kolling Meat Market, on the near-northside of Chicago. The two sold bratwurst, liverwurst, and weißwurst and were popular in the predominantly German neighborhoods of Chicago around the market.
As the meat market's popularity grew, it expanded its storefront and sponsored local events including the Chicago World's Fair in 1893. By 1900, the company had 43 employees and Chicago-wide delivery service. In 1904, Oscar Mayer began branding its meats to capitalize on their popularity, beginning an industry-wide trend. Early company specialties were “Old World” sausages and Westphalian hams, soon followed by bacon and wieners. In 1906, Oscar Mayer & Co. was among the first to volunteer to join the newly created federal meat inspection