Shot Essay 2

Robert Seiler

WRIT 1133-63

Dr. Leake

07 April 2013

…And That’s the Way the Cookie Crumbled

            Businesses have always marketed their goods and services in predictable ways and this is because the tried-and-true methods of advertising have provided for the highest levels of popular, and monetary, success. When we compare Mrs. Fields cookies with Nabisco’s Chips Ahoy! cookies we see the tried-and-true methods of marketing being reinforced. Mrs. Fields is marketed towards a more sophisticated, somewhat more health-conscious individual with more loose money to spend, while Chips Ahoy is marketed more towards anyone who wants cheap cookies to satisfy themselves, or their children, without spending much money. This distinction is illuminated simply by the packaging each business uses to market their products.

                             Based on the packaging, Mrs. Fields cookies are marketed more towards a health-conscious individual that has more excess money to spend on goods. If one were to look at the packaging of a Mrs. Fields cookie he or she would notice many things. Primarily, each cookie is individually wrapped and sealed in a bag, which shows an elevated level of care, dedication, and pride. The business makes sure you know this information by having it printed on the top of the packaging. The top reads, “Moist & chewy cookies INDIVIDUALLY WRAPPED for freshness. This shows that they are trying to market their cookies as being of a much higher quality, resulting in a much more flavorful and enjoyable experience. The next level of text says Mrs. Fields in cursive writing, which gives the product a homier, classic appeal- almost as if Mrs. Fields who “lives next door” prepared these cookies. At the center of the packaging is a picture of very delicious looking cookies. This is all done intentionally by the business to evoke the strong sense of the superiority of this cookie. On the bottom right of the package “0g Trans Fats” is written. This shows that this cookie is not only delicious, but it also does not contain the harmful additives that other, cheaper cookies have. This is done to show the potential customer that Mrs. Fields understands what you want- a delicious tasting treat that doesn’t make you feel as bad for having. This helps justify the higher cost of Mrs. Fields cookies by asserting that it is a “moist and chewy” treat that is not entirely bad for you. This, coupled with the overall appeal of the packaging, is a great example of marketing to a specific, but large, socio-economic group.

            Nabisco’s Chips Ahoy! cookies are marketed to the vast majority of the population. Before analyzing the packaging of Chips Ahoy! cookies, more must be known about Nabisco’s various business endeavors. Nabisco has the largest bakery in the world, has more than 1,500 workers, and produces more than 320 million pounds of snacks annually. Some of these products include Oreos, Ritz Crackers, Fig Newtons, Wheat Thins, and more. Their marketing strategy is the opposite of Mrs. Fields. They do not attempt to seem homey, classic, or high quality- they gear their advertising towards generally families and lower-income audiences. The packaging illustrates this point very clearly. Firstly, the packaging used is flimsy plastic in a rectangular, efficiency oriented manner. This is due the volume Nabisco is producing and a more expensive and delicate form of packaging would be illogical. The package comes with roughly 60 cookies in them all of which are small and packed together tightly. The cover reads “Chips Ahoy!” in a generic font which contrasts Mrs. Fields aim towards a classic look. In smaller letters is written “real chocolate chip cookies”. This is aimed towards parts or adults who do not have very high standards, most likely due to financial restriction, who want ingredients to at least be “real”- quality is not called into much question as there are no minor health facts on the front of the packaging like Mrs. Fields. A neat feature put on these packages in the re-sealable flap that keeps the cookies “fresh” even though they have enough preservatives in them to probably last many days without getting stale. The packaging also includes a cookie with a face on it who is the sort of mascot for Chips Ahoy! This marketing strategy is aimed more towards parents with children who want a fun treat to give to the kids. Since they are “real chocolate chip cookies” the parents do not have to worry too much about the product and can focus on other priorities. Overall, Chips Ahoy! cookies are marketed towards a lower income market that does not demand a classy, high-quality product as the general audience for Mrs. Fields cookies does.

            Businesses have always marketing their goods and services to various audiences in order to survive and generate profit. Mrs. Fields markets more towards an upper-class market that generally enjoys a quality product with a healthy twist, while Chips Ahoy! is marketed towards a middle/lower class that demands cheap prices and decent ingredients.