As consumers look to save money, they are buying lower priced products like macaroni and cheese, Kool-Aid drink mix and other price conscious products. Kraft, the largest food company in North America, was quick to react to the downturn in the ec...

You already know, people don’t buy toothpaste; they buy clean, great-looking teeth. That means selling a benefit. A way that some toothpaste has achieved profits is by reassuring people that the toothpaste cleans their teeth, then stressing that i...