One of the coolest apps (iPhone application) on the iPhone isn't Pandora or Facebook: It's recipes and shopping lists for Kraft products. Believe it or not, enough Kraft Food devotees are actually paying to be marketed to on their beloved iPhones that the company's iFood Assistant is now one of the device's 100 most popular paid apps, and No. 2 in the lifestyle category.

Kraft's app was launched in December and is a helpful tool for consumers looking to make dinners faster, easier and more convenient. The app offers a host of recipes, browse-able by ingredients, meal type or prep time. Recipes come with instructions simple enough for the uninitiated. Of course, the dishes incorporate Kraft products. There are a number of instructional videos, with guides to portion sizes and knife skills, as well as step-by-step directions for making dishes.

With its endeavor, Kraft is pulling off a rare trick: getting consumers to pay a one-time 99-cent fee for the app and also sit through ads on it. And in the process, it's collecting useful data for targeting them more closely.

For now, Kraft is using the data to understand when and how consumers are shopping, what they're making, and which ingredients they prefer. Information is sent directly to the company, allowing Kraft to gather information on which recipes are the most popular and which ingredients are most used. Kraft is, of course, running ads throughout the app, some before the instructional videos and some with searches.

The lesson: When a marketer creates something that's actually useful, consumers don't really see it as straight marketing, or they're at least willing to accept advertising as the payoff.

What iFood Assistant can teach marketers:

1. Consumers are willing to pay for utility and convenience.
2. They will share personal information in exchange for useful ideas.
3. Use information gathered in a targeted manner.
4. 4. Look for the "sweet spot" of what your brand can offer consumers.
5. Mirroring Apple software is a selling point.

I read a very interesting happened on the book by Kishore Biyani which was launch in 2008. Check out the review at

Book Review

This is the first blog post of MBA Academy.

From 24th January 2009, this blog is open for MBA students and general public. Liven it up!