1 Tara Mae Alcantara-Beers Daniel Brockman Omar Maguiña Charlene Nuval Ming Yang Marketing Research Summary Marketing Research :: Spring 2010 Smucker’s Fruit Spread

2 The J. M. Smucker Company The J.M. Smucker Company was founded in 1897 by Jerome M. Smucker. Headquartered in Orrville, OH since its founding. Largest producer in USA fruit spread market. Fruit spread line includes preserves, jams, jellies, marmalade, and fruit butter. Marketing Research :: Spring 2010

3 Survey Methodology Marketing Research :: Spring 2010 Should Smucker's consider a new market strategy, introducing different flavors and emphasizing organic lines? Self-administered 12–question survey of convenience at with 96 respondents. 3 normalized questions, and 9 behavioral questions.

4 What do you think of organic food? Note: We found no significant differences among ages and genders. Marketing Research :: Spring 2010

5 Do you read the ingredients on the label? Marketing Research :: Spring 2010 Note: We found no significant differences among ages and genders

6 Half the Sugar Attracts Women Marketing Research :: Spring 2010

7 Income vs. Jars Purchased Marketing Research :: Spring 2010 Some lower-income families don’t buy fruit spread.

8 Marketing Research :: Spring 2010 Non-Traditional Flavors Note: We found no significant differences among ages and genders.

9 Results of the Survey 1.Consumers prefer organic foods. 2.22% of respondents want mango flavor. 3.Only half of the households with incomes less than $100k buy fruit spread. 4.Many women, but hardly any men, prefer fruit spread with half the sugar. 5.Customers read the ingredients on food containers. Marketing Research :: Spring 2010

10 1.Emphasize organic fruit spread. 2.Promote value-price brands to the price- sensitive customers. 3.Promote low-sugar variety vigorously. 4.Display the ingredients list prominently. Marketing Research :: Spring 2010 Recommendations