using the peanut butter in small recipes. Jif s mission has always been to bring

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1 Samantha Keller SMP for Jif To Go Peanut Butter 1. Jif was introduced in 1958 as the original creamy peanut butter. Moms across the country started to discover Jif peanut butter as delicious. These moms started using the peanut butter in small recipes. Jif s mission has always been to bring families together for memorable moments and meals. Jif is a market leader in peanut butter companies according to Businessweek and Brandchannel. J.M. Smucker Company has been behind Jif and is a leading marketer and manufacturer of items including fruit spreads, peanut butter, shortenings and oils, and ice cream toppings. Smucker owns 17 brands including Jif, Pillsbury, Dunkin Donuts, and Folgers. The company s beliefs are still quality, ethics, people, growth and independence. Jif has had a variety of products since their start in These products include crunchy peanut butter, reduced fat, honey, low sodium and sugar, natural, omega- 3, and Jif to go. It has recently introduced hazelnut spreads and a whipped peanut butter spread. Jif s main campaign is towards moms with children between the ages of 3 and 10. It s most recent campaign is choosy moms choose Jif. On Jif s website it has sections including a mom advisor with cooking for kids and safety tips. It also involves moms by having cooking contests involving peanut butter in their recipes. 2. The target audience for Jif To Go is mothers with children of the ages 3 through 10. This product is targeted toward mothers with an average or above household income. The target values family and the best for the family. These mothers are busy with sport practices, packing lunches, field trips and family picnics

2 for their children. They are running errands and creating meals for their family at all times. They need something quick and easy to bring along or pack in lunches for their children. Jif To Go is perfect for the choosy moms who have so little time to worry about sandwich spreads. Jif To Go creates a simple way to include the same original and delicious taste in a small package perfect for dipping or spreading anywhere. This provides a playful and fun way for their children to be happy with less hassle for the busy moms. 3. The product s benefits are it is still the same original and delicious taste but in a smaller serving size for children. The target can take the peanut butter anywhere for snacking. 4. The brand image of Jif To Go is delicious anywhere. They create a playful and easy image for the mothers who need a snack fast for their hungry and energetic children. This is a correct image for the strategic communication we are trying to create. The image it portrays is perfectly portable for moms with children of the age 10 and under. In the reviews customers are saying, quick and little can go a long way. They also say it is perfect for work, travel, and kids lunches and snacks. The product is perfect for delicious dipping according to reviews. Consumers used it to dip crackers, pretzels, and apples. 5. The brand image of Jif To Go should be the best way to pack a quick lunch or snack for travel and work. The target should describe the product as the first pick for a healthy, easy and delicious snack to pack and the best attribute to a lunch for their children.

3 6. Jif s closest competitor is Skippy peanut butter. The brand image for Skippy is energetic and kid orientated. It has an image of wholesome, healthful, fun, and health- conscious. Skippy is the most similar to Jif because it also has activities for mother and children to complete together on its website. The third market leader is Peter Pan peanut butter. Peter Pan has a brand image of flighty, fairy and child orientated as well. Peter Pan is fun for children while being the least expensive for the parents. In 2006, it had salmonella scare that decreased sales because of a recall. In 2008 J. M. Smuckers had a 40 percent increase because of this outbreak. Eventually Peter Pan made its way back to shelves. Peter Pan has not changed its brand image and instead depends on their loyal customers. Peter Pan has a website with the least information or activities. Another direct competitor is Planter s peanut butter. Its brand image is more rugged and dangerous. It does not target children or mothers. They have a more confident and edgy peanut mascot to resemble more of an adult image. 7. One indirect competitor for JIF peanut butter is peanut allergies. Peanut allergies are increasing and becoming more of a problem for peanut butter industries. Peanut allergies have tripled in the past 10 years. The percentage of children with peanut allergies has increased by 2.1 in the past decade. This rise in allergies is causing a decrease in households buying peanut butter. This could become a serious sales problem for Jif if the allergies keep rising among children. The targeted audience of mothers with children 10 and under will stop buying the Jif To Go in fear of having the child with allergies around peanuts. Schools are also declaring to be nut free, for caution and protection of the allergies. Peanut

4 companies are trying to discover vaccines. The best bet for the industries are to keep complying with the allergy increase and advertising away from it until a vaccine or solution is found. Another indirect competitor for Jif To Go peanut butter is almond butter. As the world advances so does consumers health conscience. Our target audience wants to create a healthy home for their families and almond butter is proved to be healthier than peanut butter. Recipes are starting to replace peanut butter with almond butter. Almond butter has less saturated fat and provides more Vitamin E and magnesium. It also has more calcium and iron in its ingredients. The battle of which is healthier is close but almond butter is slowly becoming more present among family households. 8. To associate the product benefits of portable and playful so the target purchases Jif To Go for their traveling and children. 9. Anywhere 10. Feature Serving size: 1.5 OZ Round and Open cup Benefit Healthier size Easy and quick for dipping or spreading Small plastic Recyclable and disposable Protein Small with peel top Muscle repair Portable

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