Marketing Currents - Business and Marketing Current Events

Kroger spent millions advertising its own peanut butter—why?


This year’s AFC Championship Game had everything—Joe Cool, a hold-your-chest, game-winning field goal, and…Kroger-brand peanut butter?

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Discussion Questions:

  1. What is a brand?
  2. What is branding?
  3. What are the different types of brands?
  4. What is a private label brand?
  5. Why are private label brands important to a company like Kroger?
  6. According to this story, how much private label brand peanut butter did Kroger sell last year?
  7. What is pricing?
  8. How do private label brands typically compare to corporate or product brands from a price perspective?
  9. What is advertising?
  10. Why do businesses and brands advertise?
  11. What is inflation?
  12. How does inflation typically impact consumer behavior?
  13. How might that explain why sales of private label brands are on the rise?
  14. How might that explain Kroger’s decision to invest millions in advertising its private label brands?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.