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Question
Scenario 12-1Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years. Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold. Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.
Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.
Appleberry Farm has been put on notice. Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam. The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 spent by Appleberry. Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media.
Money spent on advertising jam and jelly products in 2010, by brand:
Appleberry Farm Jam $ 1,553,000
Blackberry Valley Jam $ 972,000
total for product category $ 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand:
Appleberry Farm Jam $ 39,466,000
Blackberry Valley Jam $ 16,301,000
total for product category $ 81,732,000
A new line of Blackberry Valley jams is being launched. Its agency's media planner calls two consumer research companiesMediamark Consumer Research and BehaviorScan and asks for data before placing ads for the new products. Mediamark Research and Information Resources will be furnishing information on:
a. the environmental laws that the company needs to follow in order to produce the jam in a sustainable way.
b. the brand preferences, purchasing habits, and purchase size of customers.
c. the additional features that the company's products have in comparison with products of their competitors.
d. the different ways in which production processes can be made more efficient.
Answer
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