Mary Schmidt Marketing Troubleshooter

can be very difficult - even when you think you see it. Knowing and doing are two very different things. (If you don’t believe me - come watch me try to - heh - ski Taos sometime. Good thing I’m so limber.)

I recently posted on Kraft’s new Grate-It-Fresh parmesan cheese and how I believe they’re missing the target (still do). However, some people disagree with me and each other (here and here) which illustrates how difficult this whole “target marketing” thing is, and why we marketers focus so much on it. Even when we think we know and can see the target, we can still completely miss the dartboard.

Kraft spends tons of money on research (1), development and marketing - and it’s still throwing darts in a dark room. You’ve got people who like cheese, but don’t like Kraft. You’ve got the people who like cheese and Kraft, but also want good parmesan cheese (not Kraft). Then there are the people who were raised on the powdered stuff in the green can and also grate their own (like me). Not to mention the people who “don’t have time to grate” and just grab can or bag. Oh, and then there are all those store brands (which I buy). So, what’s a mega-brand to do? Ay Yahhh!

(1) Research is dicey since people lie in focus groups, during product demos and on surveys. Yes, I know, another cherished illusion shattered.

Tags: marketing, marketing troubleshooting, Kraft, target marketing, market research