Free Essay On Jiff Peanut Butter

Question 1

The virtue of selecting kids is that they spend more amount of money on themselves. In addition, they also force their parents to spend the money. The children represent three different markets which include the direct money that is spent by the children and by the money they influence. In addition, it also includes the future market. The liability of selecting the children is that the marketing can be costly (Strasburger et al. 2013).
The mothers of 25-34 years can be selected because they spend more of their money on the food items. The liability of their selection can be due to the reason that they do not have brand loyalty. The mother of 25-49 years and female heads of more than 50 years can be a virtue because they are more concerned about their health and spend more money. The liabilities can be that they are also not brand loyal. The female of more than 50 years of age can be selected as a brand target for the peanut butter because they cannot chew meat and the use of peanut butter can serve as a good substitute.

Question 2

The brand positioning for Jif has been higher because it has a share of 31.1%. Skippy has been on the second number with the positioning rate of 19.2% and Peter Pan is on third with a rate of 15%. Jif is known to be at a higher rate due to 75% share of advertising and Skippy is known as the second major advertiser. Peter Pen has not been able to develop a stable position because they do not advertise their products unless they are not introducing a new product in the market.

References

Strasburger, V. C., Hogan, M. J., Mulligan, D. A., Ameenuddin, N., Christakis, D. A., Cross, C., & Swanson, W. S. L. (2013). Children, adolescents, and the media. Pediatrics, 132(5), 958-961. Retrieved from http://pediatrics.aappublications.org/content/132/5/958.short