Danbryan E.

Go 11A

Marketing PT Brand Project:

(Thousand Island)
Brand Awareness:
Introduction:

Thousand Island dressing is a salad dressing and condiment based on mayonnaise and
can include olive oil, lemon juice, orange juice, paprika, Worcestershire sauce, mustard, vinegar,
cream, chili sauce, tomato purée, ketchup or Tabasco sauce. It also typically contains finely
chopped ingredients, which can include pickles, onions, bell peppers, green olives, hard-boiled
egg, parsley, pimento, chives, garlic, or chopped nuts (such as walnuts or chestnuts). Thousand
Island Dressing was named in honor of the beautiful area where it was first prepared, Thousand
Islands, New York. Story goes, in the early 20th century, a fishing guide's wife, Sophie Lalonde,
made the condiment for her husband's shore dinner.

How known is the brand?

Thousand Island Dressing is a very well-known brand among people who often indulge
themselves with food which requires or pairs well with a kind dressing dip. Thousand Islands
Dressing is known worldwide because a good number of restaurants trust and use the Thousand
Island Dressing in dishes that they prepare to their customers. It is also common to find this
brand in households. This gives the Thousand Islands Brand a very good reputation and name of
being reliable.

Advertising:

I have noticed that the Thousand Island brand is not really much invested in Marketing.
Their commercials are quite rare if not, non-existent and it seems like there is minimal promotion
for the brand in grocery stores, although, the packaging of the product is good enough.

(Kraft Thousand Island products packaging)

Levels of Brand Awareness:

Based on observation, the Thousand Islands Dressing brand is on Level 2 of Brand

awareness which means that it is the “Top-of-Mind” brand. There are other dressing brands but
Thousand Island is recognized the most. Even with the lack of brand promotion, by reputation
alone its market standing is solid.

Strategic Value of Brand Awareness Criteria:

1.) The Brand is not extensively advertised

2.) The products are widely distributed, it has reached a level of international recognition
3.) Thousand Island has established itself in the market for a long time hence its reliability
4.) The Brand has a successful brand image

Achievement of Awareness and Brand Recall:

The Thousand Island brand is indeed a unique product of dressing, and though its brand
name is long it is memorable. However, the Thousand Island brand lacks a good slogan to
promote itself. The “Kraft” logo is recognizable and it sounds reliable. Its colour scheme also
makes it look like its ideal. Thousand Island is also known very well for its reputation as the
dressing to be used for salads.

Brand Loyalty
Thousand Island possesses a large portion of te market because it is known by its
consumers a reliable brand for its quality. Restaurants usually choose Thousand Island Dressing
as their first and ideal choice. The Thousand Island brand has been around for a long time which
gives people the idea that it can be trusted.

6 Levels of Brand Loyalty:

Based on observation, the Thousand Island brand is Level 2, because a lot of restaurants
use Thousand Island for their dishes, and restaurants usually stick to the same ingredients which
indicates that this brand has a lot of loyal customers.

Strategic Value of Brand Quality:

Thousand Island has cutting edge quality which reassures their customers of their brand
expectation. A lot of the old generation trust this brand because it has been around for a long
time. If the old generation trusts this brand it is likely that the trust will spread to the new
generation ensuring the quality of the brand’s name. Thousand Island has a lot of competitive
threats, however it stands out in the market because of its uniqueness.

Measuring Brand Loyalty:

I observed that ordinary households don’t really buy Thousand Island regularly, mainly
because it is just a condiment, which is not really extensively used in a normal household.
However, restaurants buy this brand regularly from a span of a weekly to a monthly basis. For
normal people, there is a medium chance that they may decide to switch brands. However, since
restaurants already trust this brand, there is a low chance that they will decide to switch brands.

How it Maintains Brand Loyalty:

The Thousand Island brand maintains its level of quality towards its consumers which is
why even without extensive marketing, it is still a famous brand.

Perceived Quality:
Strategic Value of Perceived Quality:

The Thousand Island brand is renowned for its quality. The Thousand Island brand stands
out from all of its competitors, because of its reputation amongst the food community. Although
it is not that cheap, people are still willing to pay for it because of its quality.

Product Quality:

Examples of reviews:

“I love a good salad, and an even better salad dressing, so thousand island was my favorite. This
brand is really good and so affordable. I love that they have a nice variety of dressings to choose
from. I'd recommend this.”-Nicole .H

“It's so yummy. I use it all the time for salads and Ruben sandwiches. My family also enjoys this
dressing for their salads and Ruben sandwiches too!”-Dejuna. S

Based on people’s public reviews, this brand is one of the top brands in the market
because of its high performance. It is also consistent, and its packaging and look is good.
Brand Association/ Image Positioning:
The Thousand Island brand has a very good position in the minds of its consumers.

Types of Association:

1.) The Thousand Island Dressing is promoted as a good choice for Salad Dressing. The
product is made of: SOYBEAN OIL, TOMATO PUREE (WATER, TOMATO
PASTE),VINEGAR, SUGAR, WATER, CHOPPED PICKLES, EGG YOLKS, SALT,
CONTAINSLESS THAN 2% OF NATURAL FLAVOR, MUSTARD FLOUR, DRIED
ONIONS,XANTHAN GUM, DRIED RED BELL PEPPERS, CITRIC ACID,
PAPRIKA,OLEORESIN TURMERIC, POTASSIUM SORBATE AND CALCIUM
DISODIUM EDTA(TO PROTECT FLAVOR)CONTAINS: EGG
(Nutrition facts of Kraft Thousand Island Dressing)

2.) An intangible aspect of the brand its reputation of high quality

3.) The customer benefits include: A reliable and well founded product
4.) The price of the product is in the midrange. It isn’t cheap, but its price gives the
impression of a good quality product. The brand seems well of in the market, though its
competitors have lower prices.

(Kraft Thousand Island display in Rustan’s Banawa)

5.) The use of the product includes: Salad Dressing, Burger Condiment, Sandwitch
Condiment, or as a complimentary sauce.
6.) Restaurants and the ordinary community use this product, which gives this product a
solid stance in the market.
7.) The lifestyle and personality of its consumers are people who eat food with dips or
condiments. Also, people who usually eat out. Vegetarians are also reliable buyers for
this product
8.) The brand emphasizes its high quality and it is known as one of the best in the market.
9.) Based on reviews and observation, compared to the competition, Thousand Island holds
the upper hand. Its greatest threat is “Lady’s Choice”, however Thousand Island
possesses a solid foothold in the restaurant industry.

How to improve the Product:

Since it is clear that this brand does not have extensive marketing, this is the
brand’s greatest weakness. They should invest in more marketing strategies and
activities, such as: commercials, promos (seasonal promos), fun-runs, and possibly
models and endorsers who can represent the brand like health models or television
personalities. They should also invest in making more diversity of their products. I also
believe that they should continuously improve their range of products. Another thing
which they can do is lower their prices in order to dominate the competition. Also, if they
want to capture the attention of the local population, they should study the Filipino
market and invest in suiting their product towards our taste.