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Smithfield Foods Executive Summary

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Consequent to realizing my B.S in Science from Kansas State University I was recruited to work for Smithfield Foods, Oklahoma Division. I used to work for this respected company for nine years. During my employment, I realized the food industry invested millions every year in promoting their brand towards consumers. The marketing department did a phenomenal job in advertising the Smithfield brand across the world. Smithfield Foods is the No. 1 U.S. producer of packaged pork products. Their brand encompasses the labels: Farmland, John Morrell, and Eckrich; just to name a few. Labeling is vital to the success of the corporation. Even though Smithfield makes John Morrell products, the company does not believe in changing the label to Smithfield Foods because their customers have product acceptance. Nevertheless, as Smithfield releases a new food product line customers are more apt to buy the product since they trust the brand. Moreover, Smithfield does an exceptional job of product identification. Customers can easily identify with the Smithfield logo without looking at the letters on the package. Therefore, making it easier for people to buy their products. …show more content…

Individuals have faith in the brand plus people tend to stay with items they are familiar with instead of putting time into researching other products brands from other companies, thus creating shopping efficiency plus risk reduction among brand labels (Ferrell & Hartline, 2014). Smithfield promoted awareness of pork consummation in Pork, “The Other White Meat” campaign with Mega T.V. Chiefs. In 2006 Smithfield contracted Paula Dean to make commercials advertising their pork products. Paula Dean proved to be a hit among viewers generating substantial revenue for

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