The Positioning of Jif Peanut Butter in Today's Market

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The Positioning of Jif Peanut Butter in Today’s Market
Southern New Hampshire University

“Choosey Moms choose Jif” is a phrase we have heard time and time again on television commercials. The endorsement of Mom implies that Jif is a healthy, nutritious food to serve the family. In today’s world, simple peanut butter is not enough; we are a society of wanting more. In this paper, we will look at the marketing position and the market share of Jif Peanut Butter, produced since 1958, and owned by J.M. Smucker Co. since 2002. The advancements in product positioning of Jif that has allowed it to remain a household staple will also be reviewed.

Boston Consulting Group Matrix for Jif Peanut Butter
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According to the article by Janet Cho for (2013), Devon DelVecchio, associate professor of marketing at Miami University 's Farmer School of Business stated “it’s easier for Smucker to innovate and create new products with higher profit margins than to try and gain market share simply on price. And for retailers, there 's a comfort level to putting Jif on the shelf, because if it says 'Jif ' on it, it will probably sell." Since J.M. Smucker has no factories overseas, Skippy peanut butter outsells Jif in China and other countries. The development of overseas facilities could help J.M. Smucker secure a larger foreign market share.
Market Research for Jif Peanut Butter The brand promise of “Choosy Mom’s chose Jif” signifies the main market segmentation group of Jif peanut butter’s marketing research - Mom. A marketing research method used by J.M. Smucker and many other food manufacturers is the offering of taste samples at grocery and warehouse stores and then tracking the number products sold by evaluating scanner data. On line reviews by consumers of products sold on places like is also another way for the company to gather primary market research information. In today’s market, social media is a popular way of collecting information and Jif has joined that bandwagon with a Facebook and Twitter account. To remain strong in the industry, J.M. Smucker should continue to use social media along with consumer

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