Consumer Analysis Matrix: Inside the Current Consumers' Minds
After completing the consumer analysis template, we have identified key elements of consumer behavior that is directly responsible for Peter Pan’s struggle. The main factors that appear to be contributing to the problem deal mostly with the brand’s exposure to the market and the market’s ability to remember a Peter Pan as a peanut butter brand in the first place.
Exposure
The brand’s perception, interpretation, and attitude stood out as major struggles. The target market for Peter Pan peanut butter does not get enough exposure. A significant lack of marketing presence drastically affects Peter Pan’s reputation. Jif and Skippy are Peter Pan’s main competitors and both brands do a great job at marketing their products. Jif, in particular, does an exceptional job at getting their products out there for consumers to be exposed to. There is a reason why Jif is ranked the number one peanut butter brand, and it does not have to do with the taste. Their media presence is astonishing for a product as simple as peanut butter. Because Jif and Skippy have such marketing presence, Peter Pan is often overshadowed. It can become quite difficult for Peter Pan to communicate its message to the target market due to its competitor’s high exposure. The only time Peter Pan ever appeared to care about the exposure of their brand was during the 2007 salmonella outbreak that led to the contamination and eventual recall of almost three years worth of peanut butter. After that incident, there were some negative associations with the brand. The decrease in sales forced Peter Pan to recognize the issue that needed to be overcome in order to continue proceeding with business.
Memory
Another major reason that Peter Pan’s brand struggles is due to the fact that people often forget Peter Pan even makes peanut butter. The memory association is not there for most people. It has not been in the spotlight for consumers. While the salmonella outbreak impacted their sales even further, Peter Pan attempted to combat this negative association with the introduction of Simply Ground peanut butters. They’re refocused their brand to be natural and healthy in the hopes that it would take some attention off of the outbreak. However, due to lack of marketing and exposure, these products are failing to take off even in the presence of a new and increasingly aware market for healthy products.
Information
Information is yet another problem related to Peter Pan peanut butter. With peanut butter, the market bases their attitude on cognitive information processing, and also deals with peripheral consumption to the top two brands (Jif and Skippy). They recognize the labels in the stores and quickly choose them. Due to the fact that peanut butter is not a high value product, they do not have an extensive decision-making process and information search. The only place that Peter Pan’s brand and product information can be found is on their website. Because of the consumer’s lack of motivation to research something as trivial as peanut butter, they are not going to seek out the website. They will choose the brand that they recognize the most. This will most likely end up as a Jif or Skippy choice before even thinking to purchase Peter Pan’s peanut butter. Unlike the leading competitors, Peter Pan has continued to struggle with consumer access to brand information. Because the name Peter Pan is associated with the book, Disney movie and cartoon character, even when searched on the Internet, Peter Pan peanut butter is overshadowed by a fictional character.
In conclusion, Peter Pan’s struggle is based mostly on the lack of exposure. If brand marketed itself more, people would recognize the brand and potentially consider buying it. With more successful marketing, Peter Pan will have the opportunity to capture some of Jif and Skippy’s customers and gain a larger market share. They would acknowledge that Peter Pan is a good peanut butter brand that gives them options to branch out from buying just Jif or Skippy.
Exposure
The brand’s perception, interpretation, and attitude stood out as major struggles. The target market for Peter Pan peanut butter does not get enough exposure. A significant lack of marketing presence drastically affects Peter Pan’s reputation. Jif and Skippy are Peter Pan’s main competitors and both brands do a great job at marketing their products. Jif, in particular, does an exceptional job at getting their products out there for consumers to be exposed to. There is a reason why Jif is ranked the number one peanut butter brand, and it does not have to do with the taste. Their media presence is astonishing for a product as simple as peanut butter. Because Jif and Skippy have such marketing presence, Peter Pan is often overshadowed. It can become quite difficult for Peter Pan to communicate its message to the target market due to its competitor’s high exposure. The only time Peter Pan ever appeared to care about the exposure of their brand was during the 2007 salmonella outbreak that led to the contamination and eventual recall of almost three years worth of peanut butter. After that incident, there were some negative associations with the brand. The decrease in sales forced Peter Pan to recognize the issue that needed to be overcome in order to continue proceeding with business.
Memory
Another major reason that Peter Pan’s brand struggles is due to the fact that people often forget Peter Pan even makes peanut butter. The memory association is not there for most people. It has not been in the spotlight for consumers. While the salmonella outbreak impacted their sales even further, Peter Pan attempted to combat this negative association with the introduction of Simply Ground peanut butters. They’re refocused their brand to be natural and healthy in the hopes that it would take some attention off of the outbreak. However, due to lack of marketing and exposure, these products are failing to take off even in the presence of a new and increasingly aware market for healthy products.
Information
Information is yet another problem related to Peter Pan peanut butter. With peanut butter, the market bases their attitude on cognitive information processing, and also deals with peripheral consumption to the top two brands (Jif and Skippy). They recognize the labels in the stores and quickly choose them. Due to the fact that peanut butter is not a high value product, they do not have an extensive decision-making process and information search. The only place that Peter Pan’s brand and product information can be found is on their website. Because of the consumer’s lack of motivation to research something as trivial as peanut butter, they are not going to seek out the website. They will choose the brand that they recognize the most. This will most likely end up as a Jif or Skippy choice before even thinking to purchase Peter Pan’s peanut butter. Unlike the leading competitors, Peter Pan has continued to struggle with consumer access to brand information. Because the name Peter Pan is associated with the book, Disney movie and cartoon character, even when searched on the Internet, Peter Pan peanut butter is overshadowed by a fictional character.
In conclusion, Peter Pan’s struggle is based mostly on the lack of exposure. If brand marketed itself more, people would recognize the brand and potentially consider buying it. With more successful marketing, Peter Pan will have the opportunity to capture some of Jif and Skippy’s customers and gain a larger market share. They would acknowledge that Peter Pan is a good peanut butter brand that gives them options to branch out from buying just Jif or Skippy.