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Saumya ChaturvediIIM LucknowPGP 31170
Who is ‘Betty Crocker’?
• 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 Crocke
r’
What made her so special?Initial success through ‘radio program’
First products-> Super market-> Way to Hollywood
First portrait in 1936
What made her so special?
World War II ends-> Betty’s popularity at its peak
Was a:Role ModelSensation
Agent of changeA true lady
Guiding spirit
PEOPLE LOVED HER !!
How did she achieve it?
The right time mantraShe 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
Advertising done right..
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.
Continued presence in Different media
Radio programBooks
TV showBetty Crocker kitchens
Various competitions- EngagementVarious campaigns
AdvertisementsPresence on Web
Various social media platforms
Brand elements
• Brand name• URL• Logo• Characters• Packaging
Criteria for choosing brand elements
MemorableMeaningful
LikeableTransferableAdaptable
Protectable
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.
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.
Logo
Meaningful as it resembles the product.Simple and memorable
Easily recognizableThe basic theme of the logo has remained the same.
Character
Human and real-life characterRelatable
Changed with changing timesFriendly and positive
Attention keeperEnhances the likeability
Packaging
Premium designClearly conveys descriptive and persuasive information
Aesthetically appealingDifferent SKUs
Aids in brand recognition
Brand name
URL
Logo
Character
Packaging
Memorable ProtectableTransferable
LikeableMeaningful 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
Something similar in Indian context
Highly memorableMeaningful
LikeableRecall very high
Always remains in newsSuccessful mascot
Creative advertising
Who is ‘Betty Crocker’ Why was she so successfulCriteria for choosing
brand elements Indian context
Summary slide
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
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