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CORPORATE CLOSE-UP: (CHART) KRAFT

Published on .

Headquarters: Northfield, Ill.

Sales: Estimated $17 billion annually in North America after divestitures, $27 billion globally.

Leadership: Robert Morrison, chairman-CEO; John Bowlin, president-chief operating officer; Betsy Holden, president-pizza division; Charles Phillips, president-bakery division; also eight division general managers; Paula Sneed, senior VP-marketing services.

U.S. media spending: $640 million for the first nine months of 1994, up 15.8%, according to Competitive Media Reporting.

Key agencies: Leo Burnett USA, Chicago; D'Arcy Masius Benton & Bowles, New York; Foote, Cone & Belding, Chicago and New York; Grey Advertising, New York; Ogilvy & Mather, New York; J. Walter Thompson USA, Chicago; Young & Rubicam, New York.

Recent successes: Acquisition of Jack's brand and increased distribution of Tombstone boosted frozen pizza sales substantially; price cuts in cheese and Kool-Aid have helped regain lost volume.

Challenges: Improve overall profitability; continue striving to create one company; reignite lackluster brands such as Maxwell House's core ground coffee business; maintain momentum for Post cereals.

Source: Advertising Age and company reports

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