consumer behavior - grey poupon

Group 1: Kelly Aranibar, Yasmin Bagha, Emily Bartlett & Nick Cafferky

Does your Facebook ‘Cut the Mustard ’ ?

Agenda

• Background• Consumer Perception• Consumer Learning• Consumer Attitude• Conclusion• Discussion

History

•First made in 1777 in Dijon, France

•Brought to U.S in 1946 when recipe was bought by Heublein Company

•Has been owned by Kraft foods since 1999

Products

Classic Dijon Country Dijon Bistro Sauce

Consumer PerceptionExposure:• Already known for its successful marketing

campaign in the 1980’s• Unique appearance– Traditionally in a glass jar– Slightly higher price– Three different flavors

Consumer PerceptionAttention:• Significant exposure in the 1980’s– Original Commercial– Became a part of cinema culture– It’s been 15 years since last advertising campaign

Attention:• New approach to

social media:– “Society of Good Taste”

• Facebook page checks profiles

• Pinterest is an extension of Facebook page

Consumer Perception

Comprehension:• Second largest mustard sales nationwide– Still haven’t saturated market for 18-34 year olds• Digital marketing• Social media

– Risks of new campaign

Consumer Perception

Behavioral Learning:• Classical Conditioning– Consistent campaign– Repetition– “The Fancy Mustard”– Increased association

Consumer Learning

Instrumental Conditioning:Positive Reinforcement• Acceptance into The Society• Positive association with the products & brand• Purchasing behavior• Brand loyalty

Punishment• Rejected by The Society• Discourages purchasing

behavior

Consumer Learning

Vicarious Learning:1. Attention2. Retention3. Production4. Motivation

Consumer Learning

Social Judgment Theory– Generational gap– Facebook campaign

Tri-Component Model– Affective Component – Emotional appeal– Product personality

Consumer Attitude

Katz Functionalist Theory– Value-expressive

function• Symbol of desired

in-group– Utilitarian function• Rewards

Consumer Attitude

• Persuasion Technique– Scarcity Principle• Limited access• Higher demand

Consumer Attitude

Almost 58,000 Facebook “Likes”• 24,000 more than French’s• Grown by 4,000 since Oct. 23

7,152 people are “talking about” Grey Poupon on Facebook• French’s has 311

• Effectiveness• “Gray Area”• Advice

Conclusion

• Effectiveness• “Gray Area”• Advice

Conclusion

• Effectiveness• “Gray Area”• Advice

Conclusion

Any takers?

Discussion

• “Are you refined enough to be a fan of Grey Poupon's Facebook page?.” (2012, September 12). Advertising Agency & Marketing Industry News - Advertising Age. Retrieved October 23, 2012. < http://adage.com/article/creativity-pick-of-the-day/refined-a-fan-grey-poupon-s-facebook-page/237159>.

• Coffee, Patrick. “Are You Snooty Enough for Grey Poupon?” – PRNewser. N.p., 13 Sept.• 2012. Web. 20 Oct. 2012. <http://www.mediabistro.com/prnewser/grey-poupon-snooty-facebook-campaign_b45081>.

• “Grey Poupon | Facebook.” Grey Poupon | Facebook. N.p., 2012. Web. 22. Oct. 2012.• <http://www.facebook.com/greypoupon>.

• Grey Poupon (greypoupon) on Pinterest. (n.d.). Pinterest / Home . Retrieved October 23, • 2012, from <http://pinterest.com/greypoupon>

• Kraft Foodservice - Grey Poupon . (n.d.). Welcome . Retrieved October 23, 2012, from <http://www.kraftfoodservice.com/productsandbrands/spreads/greypoupon/default.aspx>.

• Olson, Elizabeth. “ADVERTISING; Grey Poupon Ups the Ante On Assuming An Elite Image.”The New York Times. The New York Times, 12 Spet. 2012. Web. 20 Oct. 2012. <http://www.nytimes.com/2012/09/12/business/media/grey-poupon-mustard-ups-the-ante-on-its-highbrow-image.html>.

• RepMan. (2012). Can a brand spread good taste in a tasteless society?. <http://www.repmanblog.com/repman/2012/09/can-a-brand-spread-good-taste-in-a-tasteless-society.html >

• The Best-Selling Condiments in the U.S.: No. 11 Best-Selling Condiment: Grey Poupon

• Mustard - BusinessWeek. (n.d.). BusinessWeek Slide Shows and Multimedia. Retrieved October 23, 2012, <http://images.businessweek.com/ss/10/10/1007_bestselling_condiments/12.htm>.

Works Cited