Overview Of The Marmite Food Company: Rejuvenating A Century-Old Brand

THE BIG SQUEEZE

"Rejuvenating a Century-Old Brand"

MARMITE

IB Business & Mgmt P6
Thursday, 6 November 2014 Marmite Food Company is a British company, which now forms part of Unilever, conceived in 1902 when it opened its first small factory in Burton-on-Trent, where it can still be found today. After a couple of years, where the recipe was perfected, it finally started gaining popularity around England. It is now a black, sticky food paste, which has a strong and extremely salty flavor. Even though it is mostly consumed in England, it is also found in many other countries around the world. There is even a modified version in New Zealand, produced by the Sanitarium Health Food Company. In the film, The Big Squeeze, we see
This sparked new activity within the company and led to the creation of different extension strategies that would want to keep their loyal costumers happy, but also modify it to acquire new customers. One of the problems they detected was that most customers are unhappy with the classic jar, since half of the marmite got stuck in it. In order to do this, they decide to change its appearance, format and packaging, always taking into account it being economical, and came up with a new container, which makes it much easier, practical and efficient to keep marmite in. Another technique they use is developing a wider product range. They come up with new products such as Marmite cheddar cheese or marmite cookies. And finally, to support these changes they start a new marketing campaign, which will help Marmite get back in the market
This is vital in the marketing and success of any product, and can mean a strong or weak launch. They came up with the genius love/hate campaign, which slogan was "You either love it, or hate it", managed to draw the attention of the public, and determined the final success of the product. It was advertised everywhere: TV, buses, shopping carts, etc. And used story boards to get the idea across to the client. The ad 's had different stories, which they chose through consumer feedback, but the one which had most success was of a woman breastfeeding, since it showed a progressive view. It got rejected by the BACC, who claimed it was "in bad taste", and meant another setback for the team since they had to start again, and find a new story line. They then came up with two new ideas. The first one was drawing with marmite, which could now be done thanks to the squeeze bottles, celebrities and people that the public loved and hated. The other idea was to make the classic jar look bad, and hard to use, in order to make squeeze look good. Both ideas where simple, but really powerful, and had a lot of success around England, reaching their goal of raising marmite 's