Kraft: Monetizing while brand building
Kraft's application, iFood Assistant, stands out in the field of branded iPhone apps because it's one of the few -- if not only -- applications that comes with a price tag that's handed down to the consumer.
"They're probably one of the few brands that can pull off a paid app," says Steven Rosenblatt, vice president of ad sales for Quattro Wireless.
The application carries more than 7,000 recipes (most of which include Kraft products), a suite of instructional cooking videos, meal shopping lists, and a store locator feature.
"We're able to make our content come alive on iPhone," says Ed Kaczmarek, Kraft's director of innovation and new services, in a promotional spot on Apple's App Store. "It provides the best consumer experience available."
Kraft is currently enjoying a rather prominent promotion on Apple's website and in the App Store, which features video interviews with executives involved in the app's development. You can learn more about Kraft's strategy behind the application and the characteristics that led the company down the iPhone path in this video.
Not only is Kraft delivering its brand through the application, but it's also driving new revenue streams from its cut of sales on the App Store -- a rarity in the field of branded iPhone applications.
