4.1- Cheez it ad

1.  Describe in detail how the business implemented the four P’s to add value and/or promote the product or service.

Product: Cheez it crackers.

Place: Any store that typically sells snacks, and cracker products.

Price: Around $3 a box.

Promotion: In a popular “cheez it” commercial, a block of cheese is seen talking with a scientist, as he observes and records the cheese blocks behavior. Every commercial is slightly different, but in every commercial, the cheese block acts in a way that is immature, typically cracking a joke. The scientist observes this and writes down that the cheese has not yet matured. All of this is a humorous method for “cheez it” crackers to market that they always use matured cheese products in their crackers.

2. Describe the target market (ie. what segments are being targeted)?  How do you know this is the target market? Did the company make good decisions to reach the target market?

The target market for cheez it crackers is the younger generation, teenagers, and young adults. Mothers of young children would also be targeted by the brand. I know that this is the target market because these are typically the age groups that are known for eating snack food and junk food. Older generations are more apt to purchase “real” food, rather than snacks. Using humor to reach out to the target market is a good decision because it draws the attention of the audience, and then reveals the main point in the end by saying that they always wait for the cheese to mature before it is used in the crackers.

3. Does it work? Why or why not? Any general observations?

Overall, the cheese block advertising campaign done by “cheez it” crackers is effective because it is specifically aimed at its target market. One major observation I have made about this brand is that all the boxes of crackers have a picture on the back of a different type of cheese, Pepper-jack for example. On the back of the box, the cheese block is seen acting in a certain way, and the box asks if the customer thinks if the cheese is ready or not. This allows the customer to interact with the brand and bring back insight which is extremely resourceful for the company to gain a customer perspective.


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