Wonder
Log in
Research Outline
Prepared for Angela M. | Delivered May 21, 2020
Oscar Mayer Brand Tracking
Review your project details
Goals
To identify information surrounding the Oscar Mayer brand and sub-brands, that would typically be associated with a brand tracker.
View less
Early Findings
Brand Tracker Metrics
Common metrics
found in brand tracking studies are awareness, loyalty, perceived quality, and brand attributes and associations.
Awareness
Awareness of the Oscar Mayer brand is nearly
100%
.
A recent survey from YouGov notes that
97%
of nearly 7,500 US respondents claim to be aware of the brand.
The brand was rated
40th
most famous in the United States.
Brand Perceptions
65%
of respondents have a positive impression of the brand, with the brand ranked as the
78th
most popular food and snack brand in the United States.
The brand is
more popular
among women and baby boomers.
In 2017, the brand reformulated its product portfolio to eliminate nitrates, artificial ingredients and by products, to
increase brand relevance
and reassure consumers about its health benefits.
In 2019, Kraft Heinz, who owns Oscar Mayer, said the
value
of some of its key brands, including Oscar Mayer, were significantly lower than previously.
Brand Associations
Those who feel positively toward Oscar Mayer associate the brand most closely with being a good value for the money, well-made,
familiar, and classic
. Some feel the brand is
expensive
.
Consumer Sentiment and Reviews
Across 929 reviews on Facebook, Oscar Mayer receives a fairly low rating of
2.9/5.0
.
Specific product reviews are
mixed
. A sample positive review focuses on the brand affordability and variety: "I love their variety of
affordable
luncheon meats, and their hot dogs are the best." A sample negative review reflects on a
decline in the taste delivery
over time: "the products are not what they
u
s
e
to be
thick bacon paper thin bologna
gets thinner all the time."
Summary of Early Findings Relevant to the Goals
We were able to glean some information about Oscar Mayer brand perceptions from public surveys, company press releases, news articles, and consumer reviews, which point to a decline in brand perceptions and equity over time as a result of
u
n
d
e
r
d
e
l
i
v
e
r
y
on taste and an inability to create a healthier brand perception.
We found that the brand does have extremely strong awareness and it has maintained a somewhat loyal following due to the brand familiarity and perceived affordability.
Given that most information surrounding brand tracking is typically not publicly available (custom brand research can cost upwards of
$100,000
), we attempted to leverage publicly available syndicated brand health trackers (such as
Harris Poll
E
q
u
i
t
r
e
n
d
) to find additional brand tracking information around Oscar Mayer. However, the brand was not highlighted in the publicly available
E
q
u
i
t
r
e
n
d
information, which may be due to its somewhat less prominent perceptions.
Finally, Oscar Mayer does not have sub-brands
(falling under the
Kraft Heinz umbrella
)
, but it does offer a
wide range of products
, such as natural meat, cold cuts, hot dogs and bacon.
Our next steps reflect the information we were able to uncover in early research.
View less