2) James D. Dole and the 1932 Failure of the Hawaiian Pineapple Company, Richard A. Hawkins, 2007
early beginnings. What I found interesting is how worldly renown they are
making their up and coming business to be. Within the advertisement itself it
boasts about how their business grew from 45,000 cans to 65 million in under 25
years. I selected this advertisement to depict the early beginnings of dole
before any of the modern day fads, and possibly even before dole was more than
just a Hawaiian pineapple company. This company is aimed towards families, and
I would say those that do not live in tropical areas. It was published in “Good
Housekeeping” which would seem to be a magazine for housewives at the time.
Since the great depression was about to strike I think the interests and
concerns of families was cheaper, more affordable food. Thus, canned food, and
especially something as exotic as a Hawaiian pineapple, seems like something
that could have a necessity at the time.
Japanese attacked Pearl Harbor. The main focus of interest in this picture is
the quote “Plenty of Pineapple, But Sorry Not For You”. I used this ad to
represent how a company changes its focus towards how limited their product is.
Not only does this apply to the every day civilian, but it almost is a call to
action, subliminally telling Americans to fight the Japanese because they are
preventing us from a luxury that is just across the ocean. But still, Dole
makes a promising remark at the end saying “when peace comes there will be
plenty of Dole Hawaiian Pineapple Products – for you”.
By the end of the 1950’s America had recovered from World
War II and people were beginning to live in pop culture. Music for that matter
was being filled with people such as Elvis Presley. This advertisement, which
was posted in 1958, was aimed at a middle aged “hip” audience. With no war and a
stable economy Dole was giving those in the middle class an opportunity / hope
to win some of the luxuries they were working to afford. It interested me that
instead of random winner their advertisement promised grand prize cars to the
best jingle someone could write. It was also pretty great business because they
advised all their customers to enter often. I thought this was a good representation
of how the Dole company advertised based on what people wanted; making a quick
buck and getting rich quick.
In modern times advertisements are all about the latest fad.
I liked they used “sticking to your new year’s resolution” as an attention
getter. I also found their use of an attractive woman consuming their product
to be very typical of our modern advertisements. The reason I selected this ad
to represent Dole is because like many companies they advertise claims which
are rarely true or that have zero relevance to their advertise product. The
brand is emphasizing that they are a solution to the rising obesity epidemic
and their audience is anyone who cares about their health; Mothers, athletes,
and I believe most importantly, women.
Howard Moskowitz was an American market researcher
responsible for horizontal segmentation, which is, the ability to accommodate a
variety of preferences with slightly altered yet similar product for more
people instead of trying to create the “best” single product. If he were to
view the first three ads I have chosen I believe he would find Dole to be
following his business strategy. The earliest advertisement depicts a whole
pineapple being canned into slices. But as time progressed by the third
advertisement Dole offered a variety of the same product; chunks, slices,
tidbits, spears, crushed, juice, or fruit cocktails; the same way Howard
advised Campbell to offer extra chunky, spicy, and plain spaghetti sauce.