choosing brand elements to build brand equity: betty crocker

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Page 1: Choosing Brand elements to build Brand Equity: Betty Crocker

IIM Lucknow

Page 2: Choosing Brand elements to build Brand Equity: Betty Crocker

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.

Page 3: Choosing Brand elements to build Brand Equity: Betty Crocker

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

Page 4: Choosing Brand elements to build Brand Equity: Betty Crocker

Evolution of Brand:

Betty Crocker

Page 5: Choosing Brand elements to build Brand Equity: 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

Page 6: Choosing Brand elements to build Brand Equity: Betty Crocker

Brand Elements used in‘Betty Crocker’

Page 7: Choosing Brand elements to build Brand Equity: 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

Page 8: Choosing Brand elements to build Brand Equity: Betty Crocker

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

Page 9: Choosing Brand elements to build Brand Equity: Betty Crocker

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

Page 10: Choosing Brand elements to build Brand Equity: Betty Crocker

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

Page 11: Choosing Brand elements to build Brand Equity: Betty Crocker

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

Page 12: Choosing Brand elements to build Brand Equity: Betty Crocker

Media strategy of‘Betty Crocker’

SOCIAL | TELEVISION | PRINT

Page 13: Choosing Brand elements to build Brand Equity: Betty Crocker

Betty Crocker on Twitter

Page 14: Choosing Brand elements to build Brand Equity: Betty Crocker

Other Social Media Platforms

Page 15: Choosing Brand elements to build Brand Equity: Betty Crocker

Customer Reviews On Social Media

Page 16: Choosing Brand elements to build Brand Equity: Betty Crocker

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

Page 17: Choosing Brand elements to build Brand Equity: Betty Crocker

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

Page 18: Choosing Brand elements to build Brand Equity: Betty Crocker

Betty Crocker in News

Page 19: Choosing Brand elements to build Brand Equity: Betty Crocker

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

Page 20: Choosing Brand elements to build Brand Equity: Betty Crocker

Summary1. Evolution of Brand “Betty

Crocker”

2. Value proposition of Brand

3. Brands elements chosen

4. Marketing strategy

5. Issues and resolution

Page 21: Choosing Brand elements to build Brand Equity: Betty Crocker

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)