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Irene Rosenfeld Discusses Kraft's Brand Identity Inside and Outside The US

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  • Date Added : 10/18/2007
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Irene Rosenfeld

  • CEO, Kraft Foods, Inc,
  • female
  • Caucasian
  • 1954 (Age: 68 years old)
  • Irene Rosenfeld - Roundtable Discussion - Kraft Foods, Inc.
  • Video 1 of 11 in this Case
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Biography

Irene Rosenfeld is CEO of Kraft Foods Inc., having been appointed June 26, 2006.

Rosenfeld had spent more than 20 years with Kraft and General Foods before joining Frito-Lay, a division of PepsiCo, in 1994, and rejoining Kraft as president of Kraft Canada in 2000. Rosenfeld left Kraft to become CEO of Frito-Lay in 2004 before returning to Kraft in June 2006.

Rosenfeld is a food industry veteran. She began her career with General Foods in 1981 as Associate Market Research Manager. She spent more than 20 years with Kraft. During that time, she advanced in a variety of leadership roles, spanning numerous Kraft businesses in the US, Canada and Mexico.

Early in her career, Rosenfeld served as Associate Product Manager on Country Time Lemonade. From there, she moved through successively more responsible positions, driving innovation. In 1991 she was named Executive Vice President and General Manager of the Beverages Division. Three years later, Rosenfeld was named Executive Vice President and General Manager of the Desserts & Snacks Division.

In 1996, Rosenfeld became President of Kraft Canada, that nation's largest packaged food company. In 2000, in addition to her responsibilities in Canada, she was named Group Vice President, Kraft Foods, and President of Operations, Technology and Procurement. In February 2001, Mexico, Puerto Rico and Information Systems were added to her responsibilities.

Among Rosenfeld's many accomplishments at Kraft, she led the highly successfully integration of the Nabisco acquisition. In addition, she has led the restructuring and turnaround of a number of key businesses. She also served on the senior team that led Kraft's Initial Public Offering in 2001.

Irene Rosenfeld received bachelor, master, and doctorate degrees from Cornell University.

We had very strong brand names and there was really no competition and in many cases the customers were too small and in many cases not savvy enough to be viable competitors. All of that has changed quite dramatically. It's been changing quite dramatically outside the United States for quite some ...(Full transcript available to logged in subscribers.).

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Irene Rosenfeld videos

Video 1 of 11 Irene Rosenfeld Discusses Reframing of Categories Within Kraft
  • Irene Rosenfeld - Roundtable Discussion - Kraft Foods, Inc.
  • 10/18/2007
  • Irene Rosenfeld
  • 0 min. 0 sec.
Video 2 of 11 Irene Rosenfeld Discusses Kraft's Brand Identity Inside and Outside The US
  • Irene Rosenfeld - Roundtable Discussion - Kraft Foods, Inc.
  • 10/18/2007
  • Irene Rosenfeld
  • 0 min. 0 sec.
Video 3 of 11 Irene Rosenfeld States The Golden Rule Can Guide You to Be A Strong and Effective Leader
  • Irene Rosenfeld - Roundtable Discussion - Kraft Foods, Inc.
  • 10/18/2007
  • Irene Rosenfeld
  • 0 min. 0 sec.
Video 4 of 11 Irene Rosenfeld Discusses Kraft's Investment Strategy
  • Irene Rosenfeld - Roundtable Discussion - Kraft Foods, Inc.
  • 10/18/2007
  • Irene Rosenfeld
  • 0 min. 0 sec.
Video 5 of 11 Irene Rosenfeld Discusses Company Strategy When Dealing With Local Markets
  • Irene Rosenfeld - Roundtable Discussion - Kraft Foods, Inc.
  • 10/18/2007
  • Irene Rosenfeld
  • 0 min. 0 sec.
Video 6 of 11 Irene Rosenfeld Shares Example Of How She Learned From A Past Mistake
  • Irene Rosenfeld - Roundtable Discussion - Kraft Foods, Inc.
  • 10/18/07
  • Irene Rosenfeld
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Video 7 of 11 Irene Rosenfeld States Importance of Understanding Consumer Marketing
  • Irene Rosenfeld - Roundtable Discussion - Kraft Foods, Inc.
  • 10/18/2007
  • Irene Rosenfeld
  • 0 min. 0 sec.
Video 8 of 11 Irene Rosenfeld Discusses Concept of 360 Degree Marketing
  • Irene Rosenfeld - Roundtable Discussion - Kraft Foods, Inc.
  • 10/18/07
  • Irene Rosenfeld
  • 0 min. 0 sec.
Video 9 of 11 Irene Rosenfeld Discusses Belief In Concept of Servant Leadership
  • Irene Rosenfeld - Roundtable Discussion - Kraft Foods, Inc.
  • 10/18/2007
  • Irene Rosenfeld
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Video 10 of 11 Irene Rosenfeld Discusses Marketing Campaigns With Kraft's Cheese Products
  • Irene Rosenfeld - Roundtable Discussion - Kraft Foods, Inc.
  • 10/18/2007
  • Irene Rosenfeld
  • 0 min. 0 sec.
Video 11 of 11 Irene Rosenfeld States Concept Of Health And Wellness Must Be Incorporated Into Meeting Consumer Needs
  • Irene Rosenfeld - Roundtable Discussion - Kraft Foods, Inc.
  • 10/18/2007
  • Irene Rosenfeld
  • 0 min. 0 sec.

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