Jell-O is one of many brands under Kraft, which was created at the end of the 19th century. It was once very popular among consumers.
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Recently, sales began to fall continuously. Thus, Kraft tried to reposition Jell-O, in order to promote sales. Jell-O’s old target audiences were adults, who tried to lose weight by reducing carbohydrate intake; but now their new target is “food for fun”. Unfortunately, the repositioning fails.
In my opinion, Jell-O’s new position is not effective. As I mentioned above, the new position of Jell-O is “food for fun”, but the problem that caused declining sales was not that the products were not fun enough. According to Candice Choi’s “Jell-O can’t stop slippery sales slide”, the real problems are:
- Consumers nowadays focus more on the nutritional value and natural ingredients of the product. However, in consumers’ impression, Jell-O produces fun jelly with eye-catching colors, which implies that the jelly is made of artificial chemical ingredients.
source of image - Nowadays, fewer people eat desserts after dinner, because desserts are time-consuming. As a result, disserts are replaced by snacks. But in consumers’ impressions, Jell-O only sells different kinds of desserts.
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I suggest Jell-O publishing advertisements on the topic of natural ingredients and nutritional value of the product. However, consumers may not want to buy Jell-O products based on their impression of the brand. Thus, to break through consumers’ stereotype of the brand, voucher could be used to attract consumers.