Kraft remains confident in five-point strategy

11/21/2013 | (free registration)

Kraft reported it has gained market share in more than 50% of its business up from 34% in 2011, reaffirming that its five-point strategy -- marketing, innovation, "good-better-best price value ladders," low-cost manufacturing and reinvesting 50% of cost savings into brand building -- is working. "We remain confident that our disciplined approach to growing our brands and driving cost savings will enable us to continue delivering the consistent returns our shareholders expect," said CEO W. Anthony Vernon.

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