Consumer Behavior - Grey Poupon
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Transcript of Consumer Behavior - Grey Poupon
Group 1: Kelly Aranibar, Yasmin Bagha, Emily Bartlett & Nick Cafferky
Does your Facebook ‘Cut the Mustard ’ ?
Agenda
• Background• Consumer Perception• Consumer Learning• Consumer Attitude• Conclusion• Discussion
History
•First made in 1777 in Dijon, France
•Brought to U.S in 1946 when recipe was bought by Heublein Company
•Has been owned by Kraft foods since 1999
Products
Classic 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
Attention:• New approach to
social media:– “Society of Good Taste”
• Facebook page checks profiles
• Pinterest is an extension of Facebook page
Consumer Perception
Comprehension:• Second largest mustard sales nationwide– Still haven’t saturated market for 18-34 year olds• Digital marketing• Social media
– Risks of new campaign
Consumer Perception
Behavioral Learning:• Classical Conditioning– Consistent campaign– Repetition– “The Fancy Mustard”– Increased association
Consumer Learning
Instrumental Conditioning:Positive Reinforcement• Acceptance into The Society• Positive association with the products & brand• Purchasing behavior• Brand loyalty
Punishment• Rejected by The Society• Discourages purchasing
behavior
Consumer Learning
Vicarious Learning:1. Attention2. Retention3. Production4. Motivation
Consumer Learning
Social Judgment Theory– Generational gap– Facebook campaign
Tri-Component Model– Affective Component – Emotional appeal– Product personality
Consumer Attitude
Katz Functionalist Theory– Value-expressive
function• Symbol of desired
in-group– Utilitarian function• Rewards
Consumer Attitude
• Persuasion Technique– Scarcity Principle• Limited access• Higher demand
Consumer Attitude
Almost 58,000 Facebook “Likes”• 24,000 more than French’s• Grown by 4,000 since Oct. 23
7,152 people are “talking about” Grey Poupon on Facebook• French’s has 311
• Effectiveness• “Gray Area”• Advice
Conclusion
• Effectiveness• “Gray Area”• Advice
Conclusion
• Effectiveness• “Gray Area”• Advice
Conclusion
Any takers?
Discussion
• “Are you refined enough to be a fan of Grey Poupon's Facebook 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>.
Works Cited