Consumer Behaviour Case Study
Table of Content:
1.0
Introduction
P.1
2.0
Key Issues in the Case
P.12
3.0
Secondary Issues in the Case 4.0
Links with Consumer Behaviour Theories 5.0
Answers to the Questions in the Case 6.0 Conclusions Bibliography
P.2
P.3
P.45
P.6
P.7
Behavior Case Study iSnack 2.0 : It looked good on paper…
Introduction In 2009, Kraft foods and Vegemite undertook a product line extension and significant public and interactive campaign to incite consumers to name the new brand of vegemite that was developed under their specifications and preferences. Throughout
Australia and New Zealand, Jars of “Name Me” vegemite appeared on shelves for the public to participate in the contest online.
Social Media and the internet played a significant role throughout the campaign, as public opinion and creativity revealed hundreds of possibilities for a new name, including “Vegemate” “Cheesybite” or even “Bruce & Sheila Spread”. Ultimately as a few chosen names were then selected for the Kraft board to choose from, and “isnack
2.0” .
Public outrage at the name quickly ensued as consumers felt no relation between the brand and their preferences. As jars of iSnack 2.0 filled shelves, Vegemite and Kraft saw their brand awareness and equity waiver as angry customers refused to accept the new name. Recognising that their mistake lied in the fact that they failed to seek public opinion till the very end of the contest, in other words letting them vote in a survey listing the selected options, Kraft attempted to regain consumer loyalty and positive perception by developing an online voting system in which consumers were asked to vote for their favorite name. Hence, Cheesymite was chosen and consumers felt a renewing of pride
for
1.0
Introduction
P.1
2.0
Key Issues in the Case
P.12
3.0
Secondary Issues in the Case 4.0
Links with Consumer Behaviour Theories 5.0
Answers to the Questions in the Case 6.0 Conclusions Bibliography
P.2
P.3
P.45
P.6
P.7
Behavior Case Study iSnack 2.0 : It looked good on paper…
Introduction In 2009, Kraft foods and Vegemite undertook a product line extension and significant public and interactive campaign to incite consumers to name the new brand of vegemite that was developed under their specifications and preferences. Throughout
Australia and New Zealand, Jars of “Name Me” vegemite appeared on shelves for the public to participate in the contest online.
Social Media and the internet played a significant role throughout the campaign, as public opinion and creativity revealed hundreds of possibilities for a new name, including “Vegemate” “Cheesybite” or even “Bruce & Sheila Spread”. Ultimately as a few chosen names were then selected for the Kraft board to choose from, and “isnack
2.0” .
Public outrage at the name quickly ensued as consumers felt no relation between the brand and their preferences. As jars of iSnack 2.0 filled shelves, Vegemite and Kraft saw their brand awareness and equity waiver as angry customers refused to accept the new name. Recognising that their mistake lied in the fact that they failed to seek public opinion till the very end of the contest, in other words letting them vote in a survey listing the selected options, Kraft attempted to regain consumer loyalty and positive perception by developing an online voting system in which consumers were asked to vote for their favorite name. Hence, Cheesymite was chosen and consumers felt a renewing of pride
for