![]() Involvement: Medium Ĭollege Carl and Carol Themselves: Are pretty comfortable with themselves and know what brands they like and do not like Media: Internet, TV, popular magazines, school newspaper Work: Possible full-time job or part-time job in between classes, full-time student Hobbies: Parties, hanging out with friends, music, intramural sports, collegiate sporting events, movies, concerts Club membership: Fraternity/sorority, service groups, academic clubs Ĭollege Carl and Carol Age: 18-26 Sex: Male Female Frequency of Use: Heavy Medium Light Benefits Sought: Taste, fulfillment, quality Involvement: High Age: 6-13 Personal Income: Under $10,000 Social Class: Lower-Middle Middle-Middle Upper-Middle Shopper Type: Just wants the peanut butter that tastes best Frequency of Use: Heavy Benefits Sought: Wants great taste and variety. Work: Chores around the house paper route Hobbies: Comic Books, pet turtle, video games, Boy/Girl Scouts Club membership: Boy or girl Scouts Media: Reads comic books and watches TV daily, mostly cartoons and sitcoms Themselves: Just a kid that wants to have fun and hang out with friends Consumer Market Segmentation Kevin Mosher issues massive recall Maker of Peter Pan peanut butter Ĭurrent Newsworthy Items Smucker’s enjoys tremendous fourth quarter growth Attributed largely to Jif sales “ NC County to Eliminate Peanut Products from Schools” Peanut allergy concerns Industry Sales, Current Newsworthy Items, Industry Forecast Sean FitzgeraldĬompany Breakdown of Sweet Spread IndustryĬurrent Newsworthy Items “ Win $25,000 College Scholarship Fund in Jif Peanut Butter Sandwich Contest” ConAgra Foods Inc. Smucker Company created organic to reach other target markets Offers an unprocessed peanut taste Jif Peanut Butter Line Creamy To Go Simply Creamy Crunchy Honey Reduced Fatĭirect Competitors Rosefield’s own brand of peanut butter Trademark for peanut butter Unilever Foods currently owns this brand Rosefield licensed his invention to the Pond Company The Pond Company created Peter Pan ConAgra Foods currently owns this brand The J.M. Young Company Jif was introduced by P&G P&G launched “Choosy Moms Chose Jif” Kids raised on Jif preferred a more sophisticated taste The J.M. ![]() Louis Doctor developed peanut “butter” for his patients Ambrose Straub patented a machine to make peanut butter Joesph Rosefield found the proper combination of stabilizers and sugar was discovered Rosefield prevented oil separation Food and Drug Administration put regulation on “Peanut Butter” Market Situation Analysis Christine Schneider Consumer Segmentation and Market Analysis
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