Date post: | 16-Apr-2017 |
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Marketing |
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IIM Lucknow
About Betty Crocker Founded in 1921 by
economist Marjorie Husted and advertiser Bruce Barton, Betty Crocker provides food mixes also offering cooking advice and suggestions for food recipes
General Mills owns the brand name and trademark
Though initially it started only with cake mixes, today from fresh potatoes to great-tasting dessert mixes, frostings, convenient meals, the brand offers everything
It Is present in nearly 40 countries, including Canada, China, Indonesia, Morocco, Saudi Arabia, South Korea, Spain, and Venezuela.
Value Triangle and Positioning
FUNCTIONAL Good taste in food
items Offers variety in
food Simplify
Consumer’s basic cooking tasks through online and offline cookbooks
EMOTIONAL Emotional
satisfaction of spending more time with their family rather than in kitchen
Offers satisfaction to women of treating their families at home
ECONOMIC Saves time Economical than food offered
in bakery and expensive restaurants/ compared to family dinning out
POSITIONING
The Brand has been positioned to ‘delight family with home-baked goodness.’
Competitive Advantage
The brand positons its products for use at all festive occasions and for daily use as well. Also, its products lend themselves to digital content. This is unique and distinguishes the brand from the competitors
Value Triad
Evolution of Brand:
Betty Crocker
Brand elements bare those trademarkable devices that serve to identify and differentiate a brand. Aim is to build brand equity.
As per customer based brand equity model, the impact of brand elements in the brand resonance model is:
BRAND SALIENCE
PERFORMANCE
IMAGERY
JUDGEMENT FEELINGS
RESONANCE
Increase brand awareness
All elements elicit positive brand judgements and feelings Unique brand
associationsPackaging reinforces functional benefits
Makes a connect with the customer making the brand resonate with them
Brand Elements used in‘Betty Crocker’
Name The surname ‘Crocker’ was
decided after an ex- executive William Crocker, while ‘Betty’ was preferred due the ‘warmth and friendliness’ it exuded
One public opinion poll rated her as the second most famous woman in America after Eleanor Roosevelt
Advantage The ‘brand name’ isa) memorable as it
can be easily recalled
b) likable as it is fun and exiciting and has rich visual and verbal imagery
Logo In 1953, Betty Crocker’s
signature was enclosed in a red oval frame
Later, a more simple yet powerful icon was created to communicate Betty Crocker’s ties to General Mills's other product categories, including cake mixes, Gold Medal flour and Bisquick
AdvantageThe logo is:a) Relatable with
the product offering and exudes warmth
b) Easily adaptable due to its simple design
c) Transferable
Slogan 1st tagline : “Guarantee
perfect cake every time you bake”
Betty Crocker Classic Ad of 1950’s: (https://www.youtube.com/watch?v=VeJ2UrrF2Rk-)
Current tagline : “Let’s get Baking”
Advantage
The slogan of the brand is:a) Catches immediate
attention of consumer and hence very likable
b) Persuasive and forces the customer to ‘take action’
c) Short and memorable
Fictional Character The company aimed to make a more
personalised response to the thousand of baking queries it received. Hence they created ‘Betty Crocker’
However, the face of Betty Crocker changed several times across the next 75 years.
Advantagea) Likeable as human
character adds to the visual imagery
b) Memorable due to the color consistency used for clothing
Voice The brand was given a voice
with the radio debut of the nation’s first cooking show- ‘The Betty Crocker School of the Air’ which was broadcasted nationally for 24 years
Advantage‘Betty’s Voice’ isa) Meaningful as it is
persuasive b) Adds credibility to
the fictional character
Media strategy of‘Betty Crocker’
SOCIAL | TELEVISION | PRINT
Betty Crocker on Twitter
Other Social Media Platforms
Customer Reviews On Social Media
YouTube and TVC Ads In child-directed marketing, food is
represented with appropriate realism and over-consumption is not depicted: 1995 https://www.youtube.com/watch?v=_FbxByi6pXQ (Dunkaroos)
Children are depicted as active and energetic in this advertisement: https://www.youtube.com/watch?v=x9zOvnQbeCs (#SpreadCheer with Cookies) and in the latest AD 2016: https://www.youtube.com/watch?v=xlLuBr-cku8
YouTube and TVC Ads Ad campaign targeted at Family:
1974- https://www.youtube.com/watch?v=CHo8cwafZz8 and https://www.youtube.com/watch?v=h02LrP4Dy-Y
Ad Targeted specifically at fathers shows a kid with his dad: https://www.youtube.com/watch?v=hFjlpbla35s
Betty Crocker in News
Issues in Selecting Brand ElementsIssue
In selecting brand element here is the Transferability of the fictional character
It has also been pointed out in the branding brief that even though the brand is more than 80 years old , the character doesn’t look an year older
This becomes unbelievable for the customers and leads to they loosing connect with the fictional character in human form
Resolution
The brand can show Betty coming in different generation and modify it as per the trends and likeability of that particular generation
Summary1. Evolution of Brand “Betty
Crocker”
2. Value proposition of Brand
3. Brands elements chosen
4. Marketing strategy
5. Issues and resolution
I would specially like to thank Prof. Sameer Mathur under whose consistent guidance and support this project has been made.
DISCLAIMER : This Project has been made as a part of Brand management Course in IIM, Lucknow by (PGP31381)