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Smucker's Case Study

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by

Rhina Portillo

on 21 September 2012

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Transcript of Smucker's Case Study

The company was founded by Ohio resident Jerome Monroe Smucker. He first pressed cider at a mill he opened in 1897. Later, he also prepared apple butter, which he sold from the back of a horse-drawn wagon. Each crock bore a hand-signed seal as his personal guarantee of quality. Smucker's Origins Ice cream toppings Jam, Jellies and Preserves Peanut butter Waffles Products Syrup Uncrustables Smucker's owns the patent to the peanut butter and jelly sandwich Fun Fact: Strenghts Popular brand, worldwide
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.
Convenience Programs
Positive campaign among "blogger moms" Treats Generic Brands
GMF controversy
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???
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