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Article: BEHIND THE COOKIE CURTAIN; Kraft targets emerging class of wealthy Russians with premium products.(News)(Kraft Foods Inc.)
- Article from:
- Crain's Chicago Business
- Article date:
- June 23, 2008
- Author:
CopyrightCOPYRIGHT 2008 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: DAVID STERRETT
When David Steer moved to Russia nine years ago to head marketing for a big tobacco company, a colleague warned him that it was easy to lose focus in a fast-growing market that rapidly was becoming more Westernized.
"There are so many opportunities in this market that it is tempting to pursue every one of them,'' says Mr. Steer, an Australian who took over as head of Kraft Food Inc.'s Russian business in December.
Mr. Steer, 45, is narrowing his sights on premium lines to cater to newly affluent Russians. While Kraft continues to sell millions of boxes of mac and cheese and Oreo cookies to middle-class Americans, Mr. ...