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Consumer Behavior - Grey Poupon

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Consumer Behavior - Grey Poupon

  1. 1. Does your Facebook ‘Cut the Mustard ’ ?Group 1: Kelly Aranibar, YasminBagha, Emily Bartlett & Nick Cafferky
  2. 2. Agenda• Background• Consumer Perception• Consumer Learning• Consumer Attitude• Conclusion• Discussion
  3. 3. 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
  4. 4. ProductsClassic Dijon Country Dijon Bistro Sauce
  5. 5. 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
  6. 6. 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
  7. 7. Consumer PerceptionAttention:• New approach to social media: – “Society of Good Taste” • Facebook page checks profiles • Pinterest is an extension of Facebook page
  8. 8. 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
  9. 9. Consumer LearningBehavioral Learning:• Classical Conditioning – Consistent campaign – Repetition – “The Fancy Mustard” – Increased association
  10. 10. 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
  11. 11. Consumer LearningVicarious Learning:1. Attention2. Retention3. Production4. Motivation
  12. 12. Consumer AttitudeSocial Judgment Theory – Generational gap – Facebook campaignTri-Component Model – Affective Component – Emotional appeal – Product personality
  13. 13. Consumer AttitudeKatz Functionalist Theory – Value-expressive function • Symbol of desired in-group – Utilitarian function • Rewards
  14. 14. Consumer Attitude• Persuasion Technique – Scarcity Principle • Limited access • Higher demand
  15. 15. 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
  16. 16. Conclusion• Effectiveness• “Gray Area”• Advice
  17. 17. Conclusion• Effectiveness• “Gray Area”• Advice
  18. 18. DiscussionAny takers?
  19. 19. 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>.

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