Kraft developed a new Vegemite-flavored spread called iSnack 2.0, which received huge public backlash in Australia for its perceived un-Australian name. Although sales were still good, Kraft allowed the public to vote on a new name, ultimately selecting "Cheesybite." Perceptions of Kraft prior to iSnack were neutral, but Australians saw the American name as insulting. Vegemite maintained its iconic status. Kraft successfully changed perceptions by soliciting consumer input on a new name and marketing Cheesybite as a fun, new option versus the traditional Vegemite.
Vegemite is a salty spread made out of yeast extract. It is a nutritious product, one of the richest known sources of Vitamin B.
The brand is a leader for Kraft foods (alongside Philadelphia Cream Cheese) and has long been an iconic breakfast spread for Australians, but also a brand leader across the globe according to IBM’s brand index.
It has its own story to tell and for Australians they have built it into a big part of their culture.
But as a brand it had also not changed in decades. We all know that people don’t like change but it is vital for brands to continue to evolve, even if ever so slightly. Even changing your marketing and approach to selling to your target audience can help. But for Vegemite, they kept everything the same.
So when sales started to fall (Vegemite household penetration had fallen from 80% to 72%), you can understand the apprehension of now wanting to change a brand to try and turn it around.
Vegemite is a salty spread made out of yeast extract. It is a nutritious product, one of the richest known sources of Vitamin B.
The brand is a leader for Kraft foods (alongside Philadelphia Cream Cheese) and has long been an iconic breakfast spread for Australians, but also a brand leader across the globe according to IBM’s brand index.
It has its own story to tell and for Australians they have built it into a big part of their culture.
But as a brand it had also not changed in decades. We all know that people don’t like change but it is vital for brands to continue to evolve, even if ever so slightly. Even changing your marketing and approach to selling to your target audience can help. But for Vegemite, they kept everything the same.
So when sales started to fall (Vegemite household penetration had fallen from 80% to 72%), you can understand the apprehension of now wanting to change a brand to try and turn it around.
Colgate Palmolive - The Precision Toothbrush - Case Study AnalysisSharanya Ray
A presentation on Case Study Analysis of The precision Toothbrush made Colgate Palmolive, base on a Harvard Business School Case Study, written by John Quelch and Nathalie Laidler.
Questions list.
1. Summarize the proposal that Tahki Yazzie submitted to the board.
2. Do a SWOT analysis relating to her proposal.
3. Propose another solution that relies on the reduction of costs and not rebranding the product.
4. Identify the areas that costs can be reduced effectively and calculate the impact it will have on profitability.
This was a group project that was done for my Marketing Strategy course in my MBA program. I designed the slide deck among many other parts of the project.
Colgate Palmolive - The Precision Toothbrush - Case Study AnalysisSharanya Ray
A presentation on Case Study Analysis of The precision Toothbrush made Colgate Palmolive, base on a Harvard Business School Case Study, written by John Quelch and Nathalie Laidler.
Questions list.
1. Summarize the proposal that Tahki Yazzie submitted to the board.
2. Do a SWOT analysis relating to her proposal.
3. Propose another solution that relies on the reduction of costs and not rebranding the product.
4. Identify the areas that costs can be reduced effectively and calculate the impact it will have on profitability.
This was a group project that was done for my Marketing Strategy course in my MBA program. I designed the slide deck among many other parts of the project.
Enabeling consumer behaviour transformation through Serious Games – The SAVE ...jmraposo
Enabeling consumer behaviour transformation through Serious Games – The SAVE ENERGY case study , made by João Raposo at the Second International Conference on Serious Games Development & Applications (SGDA) in
Lisbon on 20 September 2011
The presentation wishes to examine the push and pulls factors that motivate Greek tourists and cross refer them to the new tourist’s consumer profile. It tries to identify the current trends in tourism models and raise concerns on the development of a green tourist market arguing that the road to a profitable, sustainable tourism in Greece passes through proactive educational strategies as well as the use of targeted marketing channels and promotional tools.
How to Find the ONE Consumer Insight to Transform Your BrandAustin_AMA
For Austin AMA's December 2015 luncheon, marketing and advertising veteran, Rob Malcolm talked about how to find the consumer insights that will transform your brand and your business. Published with the permission of the speaker. Copyright: Rob Malcolm 2015
Slides from the AMA Iowa July 13, 2016 luncheon on Insights that Transform Businesses. Presented by Rob Malcolm, Executive in Residence, Center for Consumer Insight and Marketing Strategy, McCombs School of Business
How do modern consumers decide what they want to share, like, or purchase? Having a basic understanding of behavioral psychology can help you understand and better engage your consumers.
Learning Objectives:
- To Understand What Consumer Behavior Is and the Different Types of Consumers.
- To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as well as Segmentation, Targeting, and Positioning.
- To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.
- To Understand How Marketers are Increasingly Able to Reach Consumers via Social Media and Better Satisfy the Needs and Wants of Consumers.
- To Understand the Makeup and Composition of a Model of Consumer Behavior.
ConAgra Foods: Social listening and engagement for consumer insights, present...SocialMedia.org
In her SocialMedia.org Member Meeting case study presentation, ConAgra Foods' PR/Social Media Manager, Amy Morgan, explains how they are tapping social media and influencers for consumer insights.
Amy goes into detail about specific examples from Chef Boyardee, Slim Jim, Reddi-Whip, and their Healthy Choice brands.
Dr Robert Cialdini Science of Persuasion - Applied to MarketingMeyrick D'Souza
Dr Robert Cialdini's famous book, The Science of Persuasion needs no introduction. Here I take his findings, the six behavioural triggers that increase our influence, and see how to apply it to marketing, with a specific focus on Social Media and Content Marketing. What stands out to me, is the importance of creating and sharing credible, relevant, thought leadership content, that gives value to your target audience, demonstrating your understanding of them, as well as your expertise in your field.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
2. Case Summary
• 2008 campaign – interactive campaign ‘how do you like your
vegemite’ - 300,000 participants.
• In 2009 developed new spread and sold in supermarkets called ‘name
me’ and asked customers to submit names online (48,000
suggestions).
• Kraft chose the name iSnack 2.0 and launched product.
• Huge negative response from public but sales figures still good.
• Kraft chose a shortlist of names and allowed public to vote on a new
name.
• Cheesybite finally chosen and still on supermarket shelves today.
3. Question 1 – Attitudes towards Kraft
Cognitive: Kraft is known to be an American brand representing many
different food products.
Affective: prior to iSnack 2.0 feelings towards Kraft were neither
positive nor negative overall.
The original ‘Name Me’ campaign was seen as positive but upon the
release of the iSnack 2.0 product Australian’s emotions took a negative
turn. The Australian people saw this as an insult to their intelligence.
Conative: Kraft as a brand did not see any fall in sales, in fact after
naming the new product iSnack 2.0 sales grew initially.
4. Question 1 – Attitudes towards Vegemite
Cognitive – Vegemite is seen as an iconic Australian brand, consumers
are protective towards it.
Affective – Vegemite as a brand invokes a feeling of patriotism,
happiness and safety. Australians have known and used Vegemite for
as long as they can remember. The attitude towards the original
Vegemite product did not change throughout the iSnack 2.0 process.
Conative – likelihood of buying new ‘Cheesymate’, not high, likelihood
of continuing to buy traditional vegemite remain mostly unchanged.
5. Question 2 – Consumer Learning
Elements of consumer learning:
• Motivation - high level of involvement with iconic brand so motivated to
learn, web advertisements as antecedent to create interest. Previous ‘how
do you like your Vegemite’ campaign.
• Cues – high visibility in advertising and promotion through print, web, tv
and radio channels, product also available to purchase in supermarket.
• Response – purchase of product and interaction in naming campaign,
through online discussions and social media.
• Reinforcement – reward of (hopefully) tasty product and getting the
chance to choose a name as method for customer satisfaction.
6. Question 2 – Consumer Learning
Classical Conditioning
• Stimulus generalisation – Kraft hoped to extend positive feelings and associations
from the Vegemite brand to Cheesybite as a product line extension.
Operant/instrumental Conditioning
• Negative reinforcement – Bad name of iSnack 2.0 chosen by Kraft and alienated
consumers.
• Positive reinforcement – Kraft showing they care by changing product name.
Reward of letting the public vote for Cheesybite returned control to customer
and increase personal ownership and connection to the product and brand
(Relationship Marketing).
Cognitive Learning
• Distributed learning – campaign released over time in stages until finally the
winning name announced.
• Modelling – advertisements modelled how to enjoy eating Cheesybite.
• Memory and Retention – Different forms of advertising, association with Kraft
and Vegemite schema.
7. Question 3 – Involvement theory
Aspects of involvement theory:
• The central routes to persuasion theory - more likely to evaluate
information and products carefully when the product is more relevant
• Social judgment theory - highly involved, if congruent with their
position, more positive than actually is (the assimilation effect),
otherwise, more negative than actually is (the contrast effect).
• Transformational theory - transformational motivation essentially as
positive motivation and involves three subtypes: sensory gratification,
intellectual stimulation, social approval
8. Question 3 – Involvement theory
Before
• Highly involved - blogs and discussion boards.
• Immediate response - feedback from positive to negative.
• Weighed information carefully, devoting considerable cognitive effort -
‘Cheesymite’, ‘Cheeze E Mite’, ‘Vegemate’, ‘Readymite’ even ‘Bruce and
Sheila Spread’.
After - ‘Vegemite iSnack 2.0’
• Response immediately again! Not congruent ‘most stupid’.
• Infuriated consumers - thousands of negative comments on internet.
• ‘iHateiSnack’, ‘iSnack 2.0—Marketing fail’ and ‘iSnack 2.0 is the Worst
Name!!!!’ isuck 2.0 unhappy little vegemites (abc article).
9. Question 4 – Perception changing name
from iSnack 2.0 to Cheesybite
Customer perception of iSnack 2.0
• Confused - iPod, Web 2.0
• Negative and unpopular - inspired online uproar
and spawned parody
Rove sketch -
https://www.youtube.com/watch?v=QmIjLBssqyk
Could they change perception by changing the
name?
10. Question 4 – Perception changing name from
iSnack 2.0 to Cheesybite
Yes! - Perception aims:
• Disassociate negative image from scandal with
iSnack 2.0
• Improve relationship marketing – reward
consumers by giving them control and letting them
choose the name, increasing involvement.
• Associate positive feelings with the name.
Street talk -
https://www.youtube.com/watch?v=2UP96hrRkgY
Ad -
https://www.youtube.com/watch?v=0WXJFjGGeu0
11. Question 5 – Vegemite brand personality
Uses sincerity and competence
• Down to earth
• Honest
• Wholesome
• Cheerful
• Reliable
• True blue/Aussie
• Traditional
Suits highly dogmatic consumers
12. Compare to Cheesybite brand personality
Uses excitement
• Daring
• Spirited/fun
• Imaginative
• Up-to-date
• New
• Different
• Snack = children/lunchbox
Suits high optimum stimulation
levels
Source: Brand personality framework (Aaker 1997)
