Submitted by: Submitted by lidya
Views: 809
Words: 286
Pages: 2
Category: Business and Industry
Date Submitted: 07/15/2011 11:42 PM
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...