This paper details the entire history of the Chiquita Banana enterprise, particularly focusing on its advertising throughout its 100 years of existence.
Abstract This paper traces the history of the Chiquita banana back to the United Fruit Company in 1899. In addition to giving a detailed history of the Chiquita banana, this essay explores the history of its advertising department, beginning with the first commercial depicting the Chiquita banana in 1945. The paper describes the early advertisements, which were aimed at creating a demand for brand-name bananas. The paper also discusses the different women who played the the Chiquita banana woman in the various commercials and includes multiple illustrations of Chiquita banana advertisements over the years.
From the Paper "Advertising in the 1950's also included ads for more Chiquita banana recipes. The recipes and concoctions included banana split ideas, the banana and jelly sandwich, banana and orange slices, mashed banana in milk, banana and pineapple juice, and banana pancakes. Nearly all the ads promote the banana as a healthy, nutritious, and low calorie food. Other advertisements from the period promote Chiquita bananas for weight loss, infants, growing children, people with gastric problems, and for vitality. Moreover, another print advert was in the form of a comic strip and promoted bananas as a source for energy. The strip was entitled 'Chiquita to the Rescue (See Figure 3).' It featured two kids coming out of baseball practice whom are exhausted. They are talking about how they do not know how they are going to make the team when Chiquita shows up and gives them both a banana. After they eat the bananas the kids become so energized they have a race all the way home. United Fruit also promoted Chiquita bananas in schools all across the country. Millions of packets of banana literature were sent out to schools to promote the fruit."
Tags: fruit enterprise company advertising, united fruit, commercial jingle
Abstract This report details the issues that the Chiquita company is facing, alternative solutions that it may adopt, as well as the optimal solution and ways of implementing it.
From the Paper "Perhaps the most important one is related to the creation of the Common Market in Europe, through the Maastricht Treaty, to which all 12 countries members of the European Union at that time adhered. On July 1, 1993, the European Union (at that time the European Community), adopted regulations that imposed a new banana import regime. This had a straightforward expression in the form of Community quotas, especially on import from Latin America."
Abstract This paper explores the concept of positioning within the field of marketing by examining how Dole is trying to surpass Chiquita as the major supplier of bananas in Europe and the United States.
From the Paper "Anyone who has ever been a consumer is aware of the basic concept of positioning within the field of marketing. Product positioning refers not to a physical place occupied by the product but rather a psychological .."
Abstract An examination of the business development plan currently employed by Dole Bananas. This analysis asks how well Dole is doing against others in the banana business and from what other directions Dole may face competition in the future. The paper discusses how well it is prepared to meet those challenges.
From the Paper "Chiquita is indeed Dole's major competitor at least in terms of banana sales (it is not a significant competitor in terms of pineapples, for example) and the two companies have clearly tried in recent years to differentiate themselves from each other so as to grab a larger share of the market. This is difficult for the two companies to do because - without meaning to disparage the curving yellow fruit that nutritionists and kids both find to be close to the perfect food - what both companies are selling is basically the same. What Dole and Chiquita have had to do, as a result (as would any two other companies in their situation) is to try to find a way to convince the public that their products really aren't the same after all."
