Jiffy Mix

Jiffy Mix: Finding position in changing market

Nowadays, as the development of E-commerce, fewer people will choose to visit grocery stores and supermarkets. In addition, more families tend to buy prepared food directly instead of baking on their own. How can Chelsea Milling Inc. fit into the new trend of market and keep its core value at the same time?

Core value

High quality

 Their most popular product of Chelsea Milling Inc. is Jiffy mix, which is mainly made of wheat and corn. To guarantee the high quality of their products, Jiffy is strict in the quality standard. On the one hand, they build good relationship with wheat and corn suppliers. By providing attractive price, they ask suppliers for high quality materials. On the other hand, they invested in facilities to keep strict control of products’ quality.

Best price

The nature of milling industry determines that companies are hard to differentiate from others. So Jiffy chose to use price as one of the main competitive strategies and carefully set the price of 20 products. Such low price ensures Jiffy’ advantages in the competition. Besides, utilizing selling data of retailers such as Walmart could help Jiffy gather customers’ preferences so that they can perform better in developing strategies. Also, selling products to discount store such as Dollar Tree could bring Jiffy’s price advantage into full play and spread to more customers.

Customer service

Jiffy believes that customer service could be one factor that could differentiate them from other milling companies. Based on wide distribution channels such as restaurant and baking stores, they organized a department for providing customer service. Once customer such as restaurant faces difficulties, professional staff will come and help them.

Opportunities and challenges

Distribution channel

One of the biggest challenges of Chelsea Milling Inc. is the change of customers’ behavior. In order to adjust to such change, Jiffy has tried to...