This promotion case study helps students understand how the scales and marketing functions work together.

As a result of carefully reading the Case Study, students should be able to : know how the sales function is organised at Kraft, understand the key role played by Sales, understand the role of Sales in getting products to customers and consumers.

As a result of carefully reading the Case Study, students should be able to: define the term budget and explain the purpose of budgeting, outline the importance of identifying major variances and taking remedial actions, list the advantages and disadvantages of budgeting.

This branding case study illustrates how Kraft Foods’ management accountants act as financial planning analysts to support the process of brand development. It highlights how Kraft’s forward planning and supporting processes of investment/forecast analysis supports its core brands in a fast-changing market place.