Who likes Kraft?

Kraft has one large category which sums up its products: food. The website specifically is very family oriented and targets all audiences, but it also clearly has one group in particular that it focuses on. The site provides ideas for things like dinner plans, entertainment, healthy eating, your kids, and community involvement, all of which primarily target women. Let’s face it. There are many men out there who can cook a wonderful, full course meal with ease. But the vast majority of shoppers in your local grocery store aiming to cook dinner are women.  

 

Based on Grunig and Hunt’s four public relations models, I would say that Kraft Foods is using the 2-way asymmetrical model. Although asymmetrical is a form of two way communication, the goal is not balanced. The company has found it most important to disperse their information such as recipe ideas, health tips, and product promotions. Although Kraft focuses on gaining public interest, the company still gives consumers the opportunity to give feedback through message boards on its website.