Product Information Toolkit

Product Information Toolkit

Product Information ToolkitMaking consumer care more delicious

Product Information Goal: Provide product information anytime, anywhere, any way via multiple contact channels, with content that meets information need in formats and style to delight the consumer

People

Data

Systems

ContentProduct Information Management

People

Data

Systems

ContentProduct Information Management

People

Data

Systems

ContentProduct Information Management

People

Data

Systems

ContentProduct Information Management

Communicating with Flavor call center scripts and form letter contentBranded HTML wrappers for e-mail correspondenceKraft Foods Online Product LocatorCorporate and Brand website FAQs/Contact UsSocial MediaOutbound Marketing programs

Product Information Channels

Communicating with Flavor call center scripts and form letter contentSample complaint scriptThank you for taking the time to visit us at http://www.nabiscoworld.com and for letting me know about your experience.Im sorry to hear you were not happy with the Oreo cookies you purchased. I am sending you reimbursement in the mail for this product, which you should receive within 7-10 business days.The problem you described sounds like the product was not properly stored during distribution. We take care at our manufacturing facilities to ensure that our products are stored at the correct temperature and time frame until we are able to distribute them. Once our products are in distribution, the storage is out of our control. If the product was exposed to excessive temperatures it could cause the problem you described.Again, I apologize for this experience. Thank you for your loyalty and we hope that your next experience is a good one.

Adding FlavorThank you for taking the time to visit us at http://www.nabiscoworld.com and for sending us your comments about Oreo cookies.Im sure that opening a new package of these yummy cookies, only to find that the cookies are stale, could ruin anyones day. Im so sorry that you had this experience! Nabisco takes special care when making this product but sometimes bad things happen. If cookies are exposed to excessive temperature during distribution they can sometimes lose flavor and crispness. We want you to enjoy Oreos as they were always meant to be, so I will be sending reimbursement which you can expect in the next 7-10 business days. I hope that you try our cookies again and that when you do, you will raise a glass of milk and join me in celebrating the kid inside all of us. Happy dunking!

Custom HTML wrappers for e-mail promote product branding

Custom Product Locators enhance satisfaction and increase sales

Custom Contact Us FAQ pages create a fully integrated brand website experience

Social Media Engagement

Social Media Use CasesExamplesBenefitManage crises and brand/corporate reputationCR actively managed Krafts Facebook page as consumers used forum to express anger about Krafts Cadbury acquisition. ImageCustomer Service OutreachIts nice to know there are actual live bodies behind the name and Facebook!LoyaltyCompetitive benchmarkingKraft getting less sustainability buzz than Sun ChipsCompetitive advantage New usage ideas100 cal. Cheese Bites recommended as toddler snacks on WebMD and BabyCenter forumsGrowthAssess Marketing campaign reactionsMixed reviews of Miracle Whips product placement in Lady Gaga music videoSpending optimizationEarly detection of potential problemsConsumers in Australia angry about Kangaroo boxing at Kraft-sponsored Texas eventfast action by CR in Aus. and US resulted in event cancelationImage

Outbound Marketing Programs

TACTIC

MAIL (Letter, Coupon, Product Sample)SURVEY (Call Center, Online or Mail)PRE-RECORDED CALL MESSAGING (Inbound Call Center 1-800# Up-Front, IVR, On-Hold)E-MAIL CAMPAIGNOUTBOUND PHONE CAMPAIGN ( Live Rep with call scripting)OUTBOUND PHONE CAMPAIGN (Automatic Dialer)INBOUND PHONE CAMPAIGN (Live Rep -scripting based on product and contact reason code)FOCUS GROUPS

Consumer Relations Dept. website

Integrated Marketing Communications