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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