{"id":34,"date":"2015-10-07T19:06:15","date_gmt":"2015-10-07T19:06:15","guid":{"rendered":"http:\/\/blogs.gcc.edu\/insider\/?p=34"},"modified":"2015-12-06T16:56:11","modified_gmt":"2015-12-06T16:56:11","slug":"marketing-is-a-battle-of-perceptions-not-tomatoes","status":"publish","type":"post","link":"https:\/\/blogs.gcc.edu\/insider\/2015\/10\/07\/marketing-is-a-battle-of-perceptions-not-tomatoes\/","title":{"rendered":"Marketing Is a Battle of Perceptions, Not Tomatoes"},"content":{"rendered":"<p>\u200bReaching into a large bin of cans and bottles, Dick Maggiore pulls out Campbell\u2019s soup, Heinz ketchup and Hunts tomato sauce. The CEO of award-winning advertising agency Innis-Maggiore certainly knows how to keep a crowd engaged. And there\u2019s quite a big one\u2014the audience of students, teachers and administration is too large for the room.<\/p>\n<p><a href=\"http:\/\/blogs.gcc.edu\/insider\/wp-content\/uploads\/sites\/3\/2015\/10\/Dick-Maggiore.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-35 alignleft\" src=\"http:\/\/blogs.gcc.edu\/insider\/wp-content\/uploads\/sites\/3\/2015\/10\/Dick-Maggiore-300x193.jpg\" alt=\"Dick Maggiore\" width=\"300\" height=\"193\" srcset=\"https:\/\/blogs.gcc.edu\/insider\/wp-content\/uploads\/sites\/3\/2015\/10\/Dick-Maggiore-300x193.jpg 300w, https:\/\/blogs.gcc.edu\/insider\/wp-content\/uploads\/sites\/3\/2015\/10\/Dick-Maggiore.jpg 648w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>Holding up the three tomato-based products, Maggiore explains the power of positioning: the concept that a brand can only stand for one idea in consumers\u2019 minds. He\u2019s an expert at this; in fact, he calls himself the disciple of Jack Trout, the author of the best-selling, industry classic <em>Positioning: The Battle for your Mind<\/em>.<\/p>\n<p>Campbell\u2019s, Maggiore says, failed when it tried expanding into the ketchup category, because Campbell\u2019s stands for mediocre canned soup. \u201cWe said as consumers, \u2018no, Campbell\u2019s is soup, Heinz is ketchup and Hunts is sauce,\u2019\u201d he explains. Even though Campbell\u2019s ketchup formula may not have differed much from Heinz\u2019, there was a perception that it was orange and runny\u2014much like the brand\u2019s signature soup.<\/p>\n<p>So must a brand be confined to only one product category? Not necessarily, says the CEO. After the Campbell\u2019s ketchup failure, a new marketing director said that she could produce a pasta sauce that would eventually capture the highest market share in the category. How did she do it?<\/p>\n<p>A student raises her hand and ventures: \u201cShe created a new brand name for the sauce?\u201d<\/p>\n<p>Mr. Maggiore smiles. That\u2019s right\u2013Prego. It soon captured the pasta sauce market, and is still there today. Ask an average person who owns Prego and they won\u2019t know, unless they\u2019ve seen the small Campbell\u2019s logo on the back of the jar.<\/p>\n<p>In the end, marketing is a battle of perceptions, not products.<\/p>\n<p>Dick Maggiore is just one of the speakers that marketing students will have the privilege to hear in class this year. What a great opportunity to dovetail theory and practice (and network with some of the best in the field!)<\/p>\n<p>Find out more about Grove City College\u2019s marketing program <a href=\"http:\/\/www.gcc.edu\/academics\/artsandletters\/business\/majors\/Pages\/B.S.-in-Marketing-Management.aspx\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u200bReaching into a large bin of cans and bottles, Dick Maggiore pulls out Campbell\u2019s soup, Heinz ketchup and Hunts tomato sauce. The CEO of award-winning advertising agency Innis-Maggiore certainly knows how to keep a crowd engaged. And there\u2019s quite a big one\u2014the audience of students, teachers and administration is too large for the room. Holding up the three tomato-based products, [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"ngg_post_thumbnail":0,"jetpack_post_was_ever_published":false,"footnotes":""},"categories":[4,23],"tags":[],"class_list":["post-34","post","type-post","status-publish","format-standard","hentry","category-interesting-speakers","category-student-stories"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\r\n<title>Marketing Is a Battle of Perceptions, Not Tomatoes -<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/blogs.gcc.edu\/insider\/2015\/10\/07\/marketing-is-a-battle-of-perceptions-not-tomatoes\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"Marketing Is a Battle of Perceptions, Not Tomatoes -\" \/>\r\n<meta property=\"og:description\" content=\"\u200bReaching into a large bin of cans and bottles, Dick Maggiore pulls out Campbell\u2019s soup, Heinz ketchup and Hunts tomato sauce. 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