Who are the competitors?
Smuckers, Tree of Life, Walden Farms, Crofters, Bionaturae
What do their brands stand for?
Smuckers is your standard boughten jam, the others are more natural and organic based.
What markets/audiences do they serve?
They all serve families, some more health conscious than others
What advantages (strengths) do they have?
They are established, and/or certified organic
What disadvantages (weaknesses) do they have?
They are pricy, manufactured, and just don't have a down home feeling
What are their modes of selling and cultivating customers/clients?
labels, image of always being there
How do they position themselves?
Next to the peanut butter :D
How do they characterize their customers/clients?
Logo/Label design for Smuckers targets the younger audience with bright colors, the others are more toned down appealing to the adult that is health and nature conscious
What are their key messages?
Health, Happiness, Wholesome
What is their financial condition?
Smuckers is well established but I don't know much about the others
How much market share do they hold?
I can't figure out what you mean here.
How do they use brand identity to leverage success?
By being a common food in the house and brand loyalty well established
What do they look and feel like?
Smuckers is bright colored and appeals to children, the others are more earth-toned. They are all in glass jars, most of which are 8oz. as opposed to the 16 oz pint jars I'll be using, for only a few dollars more overall everything out there looks very manufactured.
Good comments. For the market share – of the competition, who sells the most? For example, Coca-Cola and Pepsi lead the market, and there's no one really close to either of those. Give your best guess if you can't find it elsewhere.
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