Script Kraft Company

Compare the differences in attitude of consumers towards Kraft Foods versus their attitude towards Vegemite

Consumer attitudes towards Kraft Food

Cognitive (knowledge, experience, thinking)

* Kraft always does nothing to the original product and only updating external factors such as packaging and the occasional consumer promotion.

* Kraft is considered as an American company in Australia.

* Consumers think less of the company. But more on the Vegemite.

* Kraft underestimated the power of consumers.

* Accountable for the marketing stunt.

* Damaged company profile.

* Company does not really own the brand, but consumer does.

Affective (emotion, feeling)

* Anger with Kraft, because of the iSnack 2.0 vegemite name (doesn’t allow consumers to choose the winning name).

* Kraft had insulted the intelligence of the consumers.

Conative (behaviour, intention to act)

* Consumers want variations in products.

* Derision and protest in internet (website, face book, twitter, YouTube), online discussion boards, media releases, newspaper, online forums, magazines and t-shirt.

Consumer attitudes towards Vegemite

Cognitive (knowledge, experience, thinking)

* Even though consumers don’t like the name of iSnack 2.0, but sales of iSnack 2.0 rose 47% during the first two weeks of the launch and it was noted that iSnack 2.0 was in 15% of Australian households, a number which notoriously hard to achieve, because the taste is right and insight is right.

Affective (emotion, feeling)

* Nation dish (Australian brand icon)

* The toast of a nation (Australian loyalty)

* Consumers feel that they own the brand and any new variation needed their approval.

* Immediate response to campaigns about Vegemite

* Very entrenched with Australian culture

* Consumers were protective towards Vegemite.

Conative (behaviour, intention to act)

* Consumers are loyal to Vegemite and keep on purchasing the products.

* Still...