(MBASkills.IN) Updating Betty Crocker
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These slides are prepared by Saumya Chaturvedi during the Brand Management course under Prof. Sameer Mathur. IIM Lucknow.
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(MBASkills.IN) Updating Betty Crocker
- 3. Who is ‘Betty Crocker’?
- 4. • Spokesperson from Washburn Crosby Company, makers of ‘Gold medal Flour’ • Created in 1921 • In 1928, Betty was give a voice and her radio programme ‘Betty Crocker cooking school of the year’ kicked off • During this time, her signature started coming on products • She went on to becoming 4th most recognized brand of 20th century. ‘Betty Crocker’
- 5. What made her so special? Initial success through ‘radio program’ First products-> Super market-> Way to Hollywood First portrait in 1936
- 6. What made her so special? World War II ends-> Betty’s popularity at its peak
- 8. Was a: Role Model Sensation Agent of change A true lady Guiding spirit PEOPLE LOVED HER !!
- 9. How did she achieve it?
- 10. The right time mantra She was quick to respond to: • Growing popularity of radio • Working women during war • Issue of feminism • Rise of ready-to-eat • Growing ‘me’ culture • Internet age
- 12. Advertising success • Memorable: Easily recognized and recalled • Top of the mind: The advertisements have always played a major role in her success • Meaningful: Descriptive and persuasive • Likeable: Rich visual content, fun and interesting • Transferable: Useful for all the products and can easily be adapted • Time: Appropriate for the era they were advertised in.
- 13. Continued presence in Different media Radio program Books TV show Betty Crocker kitchens Various competitions- Engagement Various campaigns Advertisements Presence on Web Various social media platforms
- 14. Brand elements • Brand name • URL • Logo • Characters • Packaging
- 15. Criteria for choosing brand elements Memorable Meaningful Likeable Transferable Adaptable Protectable
- 16. Brand name • Betty: Popular, friendly sounding name • Crocker: Reference to William G. Crocker The name was high on every parameter. It was memorable, likeable, transferable, adaptable, meaningful and protectable.
- 17. URL • The URL contained the name of ‘Betty Crocker’, thus is was easily memorable. • The URL was meaningful, likeable and adaptable. • It was also transferable and protectable.
- 18. Logo Meaningful as it resembles the product. Simple and memorable Easily recognizable The basic theme of the logo has remained the same.
- 19. Character Human and real-life character Relatable Changed with changing times Friendly and positive Attention keeper Enhances the likeability
- 20. Packaging Premium design Clearly conveys descriptive and persuasive information Aesthetically appealing Different SKUs Aids in brand recognition
- 21. Brand name URL Logo Character Packaging Memorable ProtectableTransferableLikeableMeaningful Adaptable YES - YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YESYES YES YES YES YESYES YES YES - YES YES
- 22. Something similar in Indian context
- 23. Highly memorable Meaningful Likeable Recall very high Always remains in news Successful mascot
- 25. Who is ‘Betty Crocker’ Timeline Why was she so successful Brand elements Criteria for choosing brand elements Which all brand elements were present Indian context Summary slide
- 26. These slides were prepared as a part of the course ‘Brand Management’ taught by Prof. Sameer Mathur at IIM Lucknow Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Marketing Professor 2013 – Present Indian Institute of Management, Lucknow DISCLAIMER PGDM Student 2015 - 2017 Indian Institute of Management, Lucknow Prof. Sameer Mathur Saumya Chaturvedi