Vegemite's Brand Image: Social Media Research by
Talbot and Team
Q2-Evaluate Vegemite’s brand image based on the social media research undertaken by Talbot and his team .In light of these historic factors, Why did Talbot want to revitalize the brand?
Answer-Part 1 The brand image is the brand's total personality impression in the consumer’s mind (real and imaginary qualities and shortcomings). It is developed through advertising campaigns over time with a consistent theme. Talbot and his team conducted social media research and there objective was to: -
1.Identify valuable trends and patterns in consumers.
2.Provide insight for development of potential vegemite product extensions.
3.To find the unique trend and pattern from the conversational web.
After the research the team analyzed 1.5 billion posts within social networking sites in 38 languages and the core vegemite consumers were the active users of social media. In terms of brand affinity the Vegemite was the number one brand on the Internet across the globe. Australians also enjoyed many foreigners considered Vegemite along with kangaroo. The majority of people were using it on toast for breakfast. The research did not provide adequate information beyond what the company already knew. The association wanted to know ‘why ‘ the people like it that would help them positioning the ‘New Vegemite’. The key findings from the research were that Vegemite was catalyst for urban myths, people love to personalize their usage of Vegemite, they used it with other foods, there was strong need for customers to connect with the product.
Part 2 The Talbot wanted to revitalize the brand because the social media market research said that the 80% of vegemite users try mixing it with other foods like avocado and tomato. Moms were mixing Vegemite with Kraft other star brand, Philadelphia cream cheese, and giving it to their children. Consumers were making snack of it by combining it with cream cheese to dilute the strong taste of product and health conscious
Answer-Part 1 The brand image is the brand's total personality impression in the consumer’s mind (real and imaginary qualities and shortcomings). It is developed through advertising campaigns over time with a consistent theme. Talbot and his team conducted social media research and there objective was to: -
1.Identify valuable trends and patterns in consumers.
2.Provide insight for development of potential vegemite product extensions.
3.To find the unique trend and pattern from the conversational web.
After the research the team analyzed 1.5 billion posts within social networking sites in 38 languages and the core vegemite consumers were the active users of social media. In terms of brand affinity the Vegemite was the number one brand on the Internet across the globe. Australians also enjoyed many foreigners considered Vegemite along with kangaroo. The majority of people were using it on toast for breakfast. The research did not provide adequate information beyond what the company already knew. The association wanted to know ‘why ‘ the people like it that would help them positioning the ‘New Vegemite’. The key findings from the research were that Vegemite was catalyst for urban myths, people love to personalize their usage of Vegemite, they used it with other foods, there was strong need for customers to connect with the product.
Part 2 The Talbot wanted to revitalize the brand because the social media market research said that the 80% of vegemite users try mixing it with other foods like avocado and tomato. Moms were mixing Vegemite with Kraft other star brand, Philadelphia cream cheese, and giving it to their children. Consumers were making snack of it by combining it with cream cheese to dilute the strong taste of product and health conscious