Pioneer Old Fashioned Gravy Mix

My search for information about Pioneer Old-Fashioned Gravy Mix was a daunting task. I did not take your advice about researching for information in the Park Library. That was not a very wise decision on my part. I did, however, look for information on the Progressive Grocer Journal and found some information about the product. I uncovered a lot of background information about my product and its parent company on its website, www.chguenther.com. After searching every search engine and entering different keywords, I was able to find a sufficient amount of information on the marketresearch.com via ProQuest.

Product positioning is the way in which your product is identified. It entails how the consumers perceive the product and value and benefits consumers see in the product. It is also important to know the product positioning of the competitor in order to know where the strengths and weaknesses of your product lie.
Consumers perceive pioneer Old-Fashioned Country Gravy Mix as being a product that is a quick fix, easy and convenient addition to a hearty meal. It is considered a quick fix because consumers just add water to the sauce in order to make the gravy. Because of its longevity on the market, consumers recognize this product because it is one that has been passed down from generation to generation. According to the official web page for the gravy mix, "you'll find us in all of the best places. At family reunions on tables laden with special dishes that have been in the family recipe box for years." The gravy mix is associated with holidays, family reunions and other functions that involve some type of large gathering.

Another unique selling point about Pioneer Gravy Mix is its "family-owned" homemade appeal. C.H. Guenther & Son, Inc. was formed in San Antonio, Texas in 1851. They have associated the gravy mix, and their other products, with their company name, focusing on "& Son" reiterating the fact that it is a family-owned company. They product is positioned to be known as a family product to be used during family gatherings. Pioneer Gravy Mix is also positioned to consumers as an inexpensive product compared to its competitors.

When creating a media plan, it is very important to know the product positioning of the competition. The leader of the gravy category is McCormick with about 37.8% of the market share (1998 findings). French's and Durkee are the other two major brands. Pioneer Gravy Mix has been making increases in market share for some time now. McCormick, being a well-known name brand, relies heavily on the fact that it has been the leader in the gravy market. Its tag line, "the taste you can trust" is basically the way their product is positioned. It relies on its reputation with its consumers and that it is easily recognized.

Seasonality and geography are very important to advertising efficiently. I could not find a lot of information about Pioneer Gravy Mix, but I was able to find information about the gravy market in general. The heavier consumption of gravy is usually during the months of November-February, primarily because of the Thanksgiving and Christmas holidays. Also, the months of April-August because of the Easter holiday and there are more family reunions during the summer months.

Geography is important because it is critical to target the right region. In a study conducted in 1998, there was in index of those likely to purchase gravy mix divided into different regions of the nation. Although it did not have information about Pioneer, it did have info about its competitors. The primary focus should be to advertise on a regional basis. This information suggests that there should be a heavy emphasis placed on advertising in the southern region of the U.S.