Aunt Jemima Maple Syrup Process Book

Market Research and Analysis
Fig 13
Category Analysis
The product is a food condiment that is used frequently with a very popular
breakfast meal. It is comparable to ketchup, mustard and other toppings.
Fig 11
Brand Positioning Objectives
The Aunt Jemima brand was named the same name as their mascot, Aunt
Jemima. Essentially Aunt Jemima is an antebellum Happy ‘Mammy” in
other words a happy, useful and reliable domestic slave. This concept
appealed to the southern mentality of white people as they related the
products to the perception of reliability, utility. It had appeal because
essentially it was depicted as a slave in a box. (Refer to figure 13)
Communication Priorities
Based on the label the highest priorities is the name of the brand and the
glamorous imagery of the pancakes and syrup. Secondly would be the
mascot image and the type of product. I also observed that the product does
not have a literal description of what it is. It uses imagery to describe the
product.
Competitive Analysis
The Aunt Jemima brand is a very familiar and popular brand. It was one of
the most commonly seen brands of maple syrup. The color schemes and
bottle designs is conventional and is quickly recognized by consumers as
maple syrup. When compared to other brands however there are barely any
differencing qualities in respect to packaging.
(Refer to figure 5)
Product Attributes
The Aunt Jemima product attributes is one of a homely, predominantly
warm, glamorous and friendly qualities. This is evident by the warm
color scheme, the smiling face of “Aunt Jemima” and the savory imagery
of the pancakes.
Fig 12
Design Criteria
Easy to use, convenient inviting design which has appeal to mothers and
wives. Since it is a firmly developed company the name of the brand is
important so it should be at the highest priority. Also the use of savory
images will also help to describe the product contents without wordy
descriptions.