Consumer Behavior - Grey Poupon
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Consumer Behavior - Grey Poupon

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Consumer Behavior - Grey Poupon Consumer Behavior - Grey Poupon Presentation Transcript

  • Does your Facebook ‘Cut the Mustard ’ ?Group 1: Kelly Aranibar, YasminBagha, Emily Bartlett & Nick Cafferky
  • Agenda• Background• Consumer Perception• Consumer Learning• Consumer Attitude• Conclusion• Discussion
  • History•First made in 1777 inDijon, France•Brought to U.S in 1946when recipe was boughtby Heublein Company•Has been owned byKraft foods since 1999
  • ProductsClassic Dijon Country Dijon Bistro Sauce
  • Consumer PerceptionExposure:• Already known for its successful marketing campaign in the 1980’s• Unique appearance – Traditionally in a glass jar – Slightly higher price – Three different flavors
  • Consumer PerceptionAttention:• Significant exposure in the 1980’s – Original Commercial – Became a part of cinema culture – It’s been 15 years since last advertising campaign
  • Consumer PerceptionAttention:• New approach to social media: – “Society of Good Taste” • Facebook page checks profiles • Pinterest is an extension of Facebook page
  • Consumer PerceptionComprehension:• Second largest mustard sales nationwide – Still haven’t saturated market for 18-34 year olds • Digital marketing • Social media – Risks of new campaign
  • Consumer LearningBehavioral Learning:• Classical Conditioning – Consistent campaign – Repetition – “The Fancy Mustard” – Increased association
  • Consumer LearningInstrumental Conditioning:Positive Reinforcement• Acceptance into The Society• Positive association with the products & brand• Purchasing behavior• Brand loyaltyPunishment• Rejected by The Society• Discourages purchasing behavior
  • Consumer LearningVicarious Learning:1. Attention2. Retention3. Production4. Motivation
  • Consumer AttitudeSocial Judgment Theory – Generational gap – Facebook campaignTri-Component Model – Affective Component – Emotional appeal – Product personality
  • Consumer AttitudeKatz Functionalist Theory – Value-expressive function • Symbol of desired in-group – Utilitarian function • Rewards
  • Consumer Attitude• Persuasion Technique – Scarcity Principle • Limited access • Higher demand
  • Conclusion• Effectiveness Almost 58,000 Facebook “Likes” •24,000 more than French’s• “Gray Area” •Grown by 4,000 since Oct. 23• Advice 7,152 people are “talking about” Grey Poupon on Facebook •French’s has 311
  • Conclusion• Effectiveness• “Gray Area”• Advice
  • Conclusion• Effectiveness• “Gray Area”• Advice
  • DiscussionAny takers?
  • Works Cited• “Are you refined enough to be a fan of Grey PouponsFacebook page?.” (2012, September 12). Advertising Agency & Marketing Industry News - Advertising Age. Retrieved October 23, 2012. < http://adage.com/article/creativity-pick-of-the-day/refined-a-fan-grey-poupon-s-facebook- page/237159>.• Coffee, Patrick. “Are You Snooty Enough for Grey Poupon?” – PRNewser.N.p., 13 Sept.• 2012. Web. 20 Oct. 2012. <http://www.mediabistro.com/prnewser/grey-poupon-snooty-facebook-campaign_b45081>.• “Grey Poupon | Facebook.” Grey Poupon| Facebook. N.p., 2012. Web. 22. Oct. 2012.• <http://www.facebook.com/greypoupon>.• Grey Poupon (greypoupon) on Pinterest. (n.d.). Pinterest / Home . Retrieved October 23,• 2012, from <http://pinterest.com/greypoupon>• Kraft Foodservice - Grey Poupon . (n.d.). Welcome . Retrieved October 23, 2012, from <http://www.kraftfoodservice.com/productsandbrands/spreads/greypoupon/default.aspx>.• Olson, Elizabeth. “ADVERTISING; Grey Poupon Ups the Ante On Assuming An Elite Image.”The New York Times. The New York Times, 12 Spet. 2012. Web. 20 Oct. 2012. <http://www.nytimes.com/2012/09/12/business/media/grey-poupon-mustard-ups-the-ante-on-its-highbrow-image.html>.• RepMan. (2012). Can a brand spread good taste in a tasteless society?. <http://www.repmanblog.com/repman/2012/09/can-a-brand-spread-good- taste-in-a-tasteless-society.html >• The Best-Selling Condiments in the U.S.: No. 11 Best-Selling Condiment: Grey Poupon• Mustard - BusinessWeek. (n.d.). BusinessWeek Slide Shows and Multimedia. Retrieved October 23, 2012, <http://images.businessweek.com/ss/10/10/1007_bestselling_condiments/12.htm>.