Marmite: variety purchase, non-variety product

The spread many kids grew up with

The spread many kids grew up with

Unilever’s Marmite product clearly falls into a market what would be classified as “variety”. It’s definitely not a “complex”, “cognitive dissonance” or “habitual” purchase – unless of course, for you, this smelly yeast extract (which tastes fabulous on toast) is an everyday product.

If it is a variety purchase, then marmite faces other spreads with a more adventurous side to them. They can muck around with new flavours to their heart’s content. New jam flavours are quite simply flavour of the month. But providing variety with marmite? Hard call.

But nay. I can announce that they are definitely going for it! And maybe as proof that they do not see themselves in the habitual purchase sector, both varieties are just short-term specials. The first, to mark today’s date, champagne flavour marmite…

champagne_marmite.png

Then we have their previous flash in the pan:

guinnessmarmite.jpg

Hmm, obviously not just for kiddies then. Has the product manager got something about alcohol?

Alex Woodruff

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