Kraft Foods Group’s once successful product J-E-L-L-O has seen declining sales lately, and this is due to the fact that the brand has lost positioning power in the mind of consumers. While J-E-L-L-O was once seen as a fun food that was directed at families, the latest marketing efforts have been directed at adults, and this has caused the brand to fade from family’s radars in recent years. Dessert consumption has also decreased a lot as people’s eating habits have changed, and this is also affecting J-E-L-L-O negatively because of the fact that the product is positioned as a dessert food in the mind of customers. Since people now a days prefer to eat snacks because of the fact that they don’t take time to prepare and are more time-efficient, Kraft Foods must embark in a mission to position J-E-L-L-O strongly as a snack product in the minds of its original customer target segment –families- once again. This is extremely hard, as there are a lot of snack brands out there that are already strongly positioned in consumer’s minds. To succeed in the snack industry, J-E-L-L-O will therefore have to try and differentiate itself from other brands by exploiting its “fun” factor or acknowledging that it is not the number one snack brand out there.

Article Source: http://adage.com/article/news/kraft-launches-campaign-revive-jell-o/243616/

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