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The Positioning of Jif Peanut Butter in Today's Market Essay

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The Positioning of Jif Peanut Butter in Today’s Market
Southern New Hampshire University

          “Choosey Moms choose Jif” is a phrase we have heard time and time again on television commercials. The endorsement of Mom implies that Jif is a healthy, nutritious food to serve the family.   In today’s world, simple peanut butter is not enough; we are a society of wanting more. In this paper, we will look at the marketing position and the market share of Jif Peanut Butter, produced since 1958, and owned by J.M. Smucker Co. since 2002. The advancements in product positioning of Jif that has allowed it to remain a household staple will also be reviewed.

Boston Consulting Group Matrix for Jif Peanut Butter

Name of Product Market Description Market Growth Rate Share of This Market BCG Category Strategy
Jif Peanut Butter Mothers Jif is a protein packed peanut spread that is identified by its bright, primary colors on the label. Medium High: This product is not only popular with mothers, but is a low cost, high protein food for those that are limited in income Cash Cow Continue to develop new flavors and product packaging to match today’s busy lifestyles and variety needs, such as almond butter.

Positioning for Jif Peanut Butter
    Jif Peanut Butter can be categorized on the Boston Consulting Group’s matrix as a “cash cow”. Since J.M. Smucker, Co. acquired the Jif brand in 2002 from Proctor & Gamble, they have reinvested profits and more than doubled its market share size based upon an increase in consumer demand.   Peanut butter is a highly nutritious, relatively low cost food. The product development of Jif includes an all-natural style, nut butters for those consumers who have a peanut allergy and the Jif–To-Go individual serving packages. These items have allowed for Jif to have greater marketing penetration.   Jif’s “Choosy Moms" tagline became a household phrase after its debut in 1968. The brand has kept the main focus of...

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