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Smucker's Case Study
Transcript of Smucker's Case Study
Traditional, recognizable packaging
Active Social Media presence
Strong financial standing Weaknesses Controversy over Proposition 37
Poor transparency over ingredients and manufacturing
Weak marketing campaigns Opportunities Modernize brand appeal for a new generation
Expand into other markets within the food industry.
Positive campaign among "blogger moms" Treats Generic Brands
Health-inclined consumers Proposition 37, better known as the Right to Know Genetically Engineered Food Act, is set to go to ballot this November in California. The initiative would require labels signifying when a food product contains genetically modified organisms (GMOs), and items that do include GMO would no longer be allowed to use descriptors such as “all-natural” on food packaging (because they are not). Proposition 37 Gather support from the 'blogger moms" and relaunch their products as ALL NATURAL
Continue to merger with other similar food industries (ice cream, restaurant chains, healthy snacks).
Revamp marketing campaigns to reach a younger audience. Action Plan Current Strategy Smucker’s acquired Procter & Gamble’s Jif peanut butter business (as well as the Folgers brand). Giveaways, enhance customer-participation in recipe making and product packaging.
Enlist a famous spokesperson to represent the brand in a campaign to highlight the ingredients and the versatility of the products.
Partner with restaurants for inclusion of their premium specialties products in their menus. Recommendations Questions???