Jif Peanut Butter
Peanut butter is an $875 million dollar business at retail. It is eaten in 75% of U.S. households. This household penetration is down 5% in the last decade, a decline that is attributable to the introduction of a host of new lunch and snack products. Peanut butter consumption is primarily on sandwiches. About 85% of all consumption is as a spread on bread. Although peanut butter and jelly make up about 46% of the consumption, many consumers eat peanut butter without jelly.
The Jif peanut butter brand is currently owned by The J.M. Smucker Co., which purchased the brand from Procter & Gamble in 2001. The original Creamy Jif peanut butter was introduced in 1958.
Along with Jif, there are two major players in the peanut butter category: Skippy, owned CPC International, and Peter Pan by Conagra. These brands hold over 60% of the category. However, private label brands have shown to be strong competitors with about 23% of the market share. Unlike Jif, Peter Pan is a price brand. This strategy is manifested in the lower price points taken by Peter Pan. Both Peter Pan and Skippy make much more extensive use of consumer promotions than does Jif
For the past 20 years, Jif has been the category leader in United States. During this period, Jif has been positioned consistently as the brand with superior taste
It seemed obvious that the majority of Jif’s consumption was sourced from mothers. But it was less certain whether the focus should be on all moms or moms with younger kids who were entering the market and thus likely to be decisional about the brand of peanut butter to select. On the other hand, a substantial amount of the category’s consumption is made up from people over 50, but are these consumers worth attracting? Kids also seemed like a reasonable target since they consumed the vast majority of peanut butter and seem to influence parents with buying decisions.
For many decades, its TV commercials have ended with the tag-line, "Choosy mothers choose Jif" which in the 90’s changed to “choosy moms choose Jif”. It has been a successful campaign but studies found that this was no longer growing Jif’s market share. It became questionable if Jif’s advertising had worn out, if it required a new campaign, or whether modest changes would enhance Jif’s performance in the marketplace. During the 2000s, the tagline was again updated, now being said as "choosy moms, and dads, choose Jif."
There are now eight different kinds of Jif Peanut Butter: Creamy, Extra Crunchy, Simply Jif (low sodium and sugar), Reduced Fat, Reduced Fat Crunchy, Peanut Butter & Honey, Natural Jif, and 100% Organic Peanut Butter. Jif is also available in a sixpack of individual servings of Jif Peanut butter, sold under the name "Jif to Go."
All variants of Jif are produced at a facility in Lexington, Kentucky, which is the largest peanut butter production facility in the world
http://www.kellogg.northwestern.edu/faculty/sterntha/htm/module3/8.html
http://www.jif.com/About/
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