Jif Marketing Paper

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1. Describe Product
a. Brand Name
b. Product Characteristics

Jif

The original creator William T. Jones sold the company to Procter and Gamble in 1950’s. The company in 1958 renamed his product Jif and marketed the creamy deliciousness with the help of a blue cartoon kangaroo named Jifaroo. They did house to house distribution of free samples jars from special trucks painted with Jifaroo a blue kangaroo. Jiff

The original creator William T. Jones sold the company to Procter and Gamble in 1950’s. The company in 1958 renamed his product Jif and marketed the creamy deliciousness with the help of a blue cartoon kangaroo named Jifaroo. Since 1981 Jif has been the leading peanut butter brand in the United States. There are now ten different kinds of Jif Peanut Butter:

1. Creamy
2. Extra Crunchy
3. Simply Jif (low sodium and sugar)
4. Reduced Fat, Reduced Fat Crunchy
5. Natural Creamy
6. Natural Crunchy
7. Jif Omega-3 Creamy
8. Jif Omega-3 Crunchy
9. Chocolate Silk
10. Jif is also available in a 3-pack and 8-pack of individual servings of Jif Peanut butter, sold under the name "Jif to Go." This year they introduced a new line of hazelnut spreads in two flavors: chocolate and Mocha Capuchino. A 2002 survey showed the average American will have eaten 1,500 of these sandwiches before graduating from high school.

2. Describe Competition
c. Names
d. Product Characteristics
In order to develop an effective product strategy you need to find all you can about the competitor’s products. This way we can identify potential opportunities or threats by the products that are developed by our competitors. Again, we do this analysis to plan an effective product and position strategy.

Growing up in Puerto Rico, I did not eat peanut butter sandwiches. This is a very typical food in the average American family but not in other countries. (We had Nutella growing up.)

I decided to look at all the...
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