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Winning presentation by students in an account planning class at the University of Oklahoma given at VML in Kansas City to client Bear Naked.

Winning presentation by students in an account planning class at the University of Oklahoma given at VML in Kansas City to client Bear Naked.

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  • Word Could from Customer interview
  • In our account planning campaign for Bear Naked, we have researched consumer attitudes through focus groups, personal interviews, professional detective questionnaires, and ethnographic studies. We have studied MRI, Simmons, IBIS World and many other sources. We have drawn key points from this data and have come together to create a focused and developed creative brief.
  • The movement of consumers towards purchasing organic products Little distinction between granola brandsDown economy reduces consumption of high-priced snacks
  • ----- Meeting Notes (12/10/12 12:55) -----Rank each of the mri: Women and white are the least important. Significant diffirenciating factor is marital status.
  • ----- Meeting Notes (12/10/12 12:55) -----Show trends: Cereal/breakfast is becoming a snack food
  • We compiled information on 36 different granola brands from 5 grocery stores in the Norman, Oklahoma City, Dallas, and Houston area.  Bear Naked’s average price is $4.85.Bear Naked was the most expensive at Homeland in Norman and the Oklahoma Whole Foods did not carry Bear Naked. Most groceries only had one facing per product line of Bear Naked. The most commonly available lines of Bear Naked are Fruit and Nut, Vanilla Almond, and Heavenly Chocolate. Kashi, Nature’s Path, and Nature Valley had the widest variety of product lines available.
  • Of those interviewed 58% were females and 42% were males.The majority of interview participants were in their 20s totaling almost 79%.63% of interviewees said that they have heard of Bear Naked before.Kashi was the most known granola brand with 33 interviewees being able to recall it. Bear Naked had 18 participants able to recall it unaided. The majority of respondents said they ate granola a few times a week followed by about twice a month.The most popular flavor of granola was fruit and nut with 14 followed by honey and oat with 13.Price, taste, and ingredients were the largest factors when determining which granola brand to purchase. Health factors such as high fiber and low sugar were also common responses. Consumers most frequently eat granola in yogurt or as a snack bar. These options combined were chosen 49 times by interviewees.
  • Of those interviewed 58% were females and 42% were males.The majority of interview participants were in their 20s totaling almost 79%.63% of interviewees said that they have heard of Bear Naked before.Kashi was the most known granola brand with 33 interviewees being able to recall it. Bear Naked had 18 participants able to recall it unaided. The majority of respondents said they ate granola a few times a week followed by about twice a month.The most popular flavor of granola was fruit and nut with 14 followed by honey and oat with 13.Price, taste, and ingredients were the largest factors when determining which granola brand to purchase. Health factors such as high fiber and low sugar were also common responses. Consumers most frequently eat granola in yogurt or as a snack bar. These options combined were chosen 49 times by interviewees.
  • Of those interviewed 58% were females and 42% were males.The majority of interview participants were in their 20s totaling almost 79%.63% of interviewees said that they have heard of Bear Naked before.Kashi was the most known granola brand with 33 interviewees being able to recall it. Bear Naked had 18 participants able to recall it unaided. The majority of respondents said they ate granola a few times a week followed by about twice a month.The most popular flavor of granola was fruit and nut with 14 followed by honey and oat with 13.Price, taste, and ingredients were the largest factors when determining which granola brand to purchase. Health factors such as high fiber and low sugar were also common responses. Consumers most frequently eat granola in yogurt or as a snack bar. These options combined were chosen 49 times by interviewees.
  • Of those interviewed 58% were females and 42% were males.The majority of interview participants were in their 20s totaling almost 79%.63% of interviewees said that they have heard of Bear Naked before.Kashi was the most known granola brand with 33 interviewees being able to recall it. Bear Naked had 18 participants able to recall it unaided. The majority of respondents said they ate granola a few times a week followed by about twice a month.The most popular flavor of granola was fruit and nut with 14 followed by honey and oat with 13.Price, taste, and ingredients were the largest factors when determining which granola brand to purchase. Health factors such as high fiber and low sugar were also common responses. Consumers most frequently eat granola in yogurt or as a snack bar. These options combined were chosen 49 times by interviewees.
  • Of those interviewed 58% were females and 42% were males.The majority of interview participants were in their 20s totaling almost 79%.63% of interviewees said that they have heard of Bear Naked before.Kashi was the most known granola brand with 33 interviewees being able to recall it. Bear Naked had 18 participants able to recall it unaided. The majority of respondents said they ate granola a few times a week followed by about twice a month.The most popular flavor of granola was fruit and nut with 14 followed by honey and oat with 13.Price, taste, and ingredients were the largest factors when determining which granola brand to purchase. Health factors such as high fiber and low sugar were also common responses. Consumers most frequently eat granola in yogurt or as a snack bar. These options combined were chosen 49 times by interviewees.
  • Packaging Focus Group 1:All participants agreed that the packaging of Bear Naked reminded them of the generic Wal-Mart brand. 3 out of 4 participants found the name “Bear Naked” to be interesting. “I think “bear” can go along with the hiking and outdoors idea.” – SusanFocus Group 2: All participants agreed that the packaging of Bear Naked reminded them of the generic Wal-Mart brand. 2 out of 4 participants found the name “Bear Naked” to be interesting. “Definitely like the name best out of all of them.” – Corbin “I think Bear Naked looks pretty healthy also. I mean, I think it’s the only one that says 100% pure and natural granola on it.” – Bro All participants agreed that packaging reminded them Wal-Mart Brand.Five out of seven participants found “Bear Naked” name to be interesting.
  • Three out of four participants agreed that college students and young adults were likely to eat granola. Granola eaters were described as “green” people.
  • Thirteen out of twenty-one people checked the price of granola. Majority of the consumers picked up a competitor’s product and 1/3 of the consumers picked up Bear Naked. Only a few individuals asked a store employee questions about the products. Consumers spent 33 seconds, on average, deciding what product they wanted.
  • Bear Naked provides consumers with the most protein and fat. it is also one of the highest sources of calories, carbohydrates, and fiber in the industry. These nutrients provide our consumer the fuel to make it through the day.
  • Music festivals are where Dakota feels the most alive. He loves the sense of community that comes from being around like-minded people as they escape the worries of their everyday lives. It’s a few days of peace before going back to his part-time job to earn enough for next year.
  • P 44 healthy mother, p 45
  • ----- Meeting Notes (12/10/12 12:55) -----Specific to bear naked
  • We found that consumers viewed the granola market as bland, boring, and no individual product really stood out in their eyes. Because of this we looked into what our consumers were saying, what the granola category was saying, and what Bear Naked was saying to see where we could find a creative brand insight. All granola brands are pushing health, but we found that consumers already assume granola is healthy and this advertising method is lost on them. Bear Naked is everything that the others brands aren’t. We are the UNGRANOLA. Our consumer groups want a product that fits their lifestyle. A product that provides all the health that the other brands do but doesn’t need to talk about. Instead Bear Naked is out experiencing the world, spending time with their children, and pushing themselves to do the next big thing. Our consumer want to Live Bear Naked.
  • Access to an engaged, passionate audienceCreative and meaningful activationHighlight a company’s social corporate responsibility efforts
  • Pintrest is the next-generation cookbook, and Bear Naked should be sharing their favorite recipes with the Bear Naked community. Contests similar to the ones conducted on Facebook can also be conducted on Pintrest to increase the brand’s overall social media presence
  • People listen to Pandora Radio while they’re at work. They’ll listen to Naked Radio while they’re at play.Users can listen to radio stations based on different types and intensities of outdoor activities.They can also track their favorite trails to share with the Bear Naked community.There’s even a “Get Bear Naked” tab linked to the online store!First, users tell the app how intense their outdoor adventure is going to be. Then they choose which activity they are doing that day.From there, Naked Radio creates a customized music station that contributes to the overall experience while keeping listeners energized.
  • As Naked Radio creates a playlist, users can tell it which songs they like and dislike to influence the songs played next.Users can also use GPS mapping to track the trails they follow in order to come back later or share it with other users.It will record the location and distance of the trails.
  • After tracking a trail, users are prompted to complete a page for the trail that can be searched by other users.They name the trail, designate a difficulty level and add any photos they took on their adventure.Other users can follow the trail, listen to the Naked Radio playlist the creator was listening to or share the trail on social media. They can also add photos or leave commentsUser profiles keep track of their activity, including the number of trails they have tracked and completed and their favorite songs.Users’ activity on the app will accumulate points that can be redeemed later for Bear Naked merchandise or products. These points are displayed to other users to incite some friendly competition.This is the social aspect of the app where the Bear Naked community can meet, communicate and trade ideas.

Transcript

  • 1. Creative Brief Ryan Kitchens Katie Oster Colin Parajon Xiyao Yang
  • 2. Meet Our Team Ryan Kitchens Katie Oster Colin Parajon Xiyao Yang
  • 3. “It’s not party starter, but a party goer!” - Shannon
  • 4. CHALL NG Consumers dont perceive any differentiation between granola brands.
  • 5. Analysis of Primary Research CHALLENGE p. 19
  • 6. Executive Summary
  • 7. This presentation represents theculmination of our research and analysis ofthe current situation as well as our creative brief for the Bear Naked company. p. 3
  • 8. Situation Analysis
  • 9. Current Trends Consumers are T down economy The number of increasingly reduces competitors in the concerned with consumption of granola market purchasing organic high-priced snacks. continues to rise. products. p. 6
  • 10. Current Users DemographicCategory Granola Incidence of Incidence of Market Index Granola Market Bear Naked Consumption ConsumptionMarital Status: Engaged 165 7.4 9.9Age 25-34 160 28.8 31.5Graduated College Plus 158 46.5 40.5Professional & Related Occupations 158 23.3 28.8HHI $150,000+ 155 13.6 11.8Child Age: < 2 Years 139 9.4 12Census Region: West 115 26.9 23.5Home Value: $200,000-$499,999 112 26.7 27.9Women 106 72.8 79.3White 105 80.5 69 MRI p. 7
  • 11. Current Users Psychographics Affluent with abundant resources Receptive to new ideas and technologies Image is important as an expression of personality Busy, career-oriented lifestyles Informed and active in consumer marketplace Environmentally-conscious Seek adventures and challenges VALS p. 7
  • 12. Market Analysis Major Manufacturers & Market Share Kellogg Company General Mills Inc. PepsiCo Inc. Ralcorp Holdings (32.4%) (21.1%) (13.1%) Inc. (6.7%) Honey Quaker Corn Flakes Cheerios Bunches of Foods NA Oats All-Bran Chex Quaker Oats Raisin Bran Cap’n Apple Jacks Fiber One Grape-Nuts Crunch Mother’s Lucky Smart Start Natural Honeycomb IBIS World Charms Foods Chewy Shredded Kashi Wheaties Granola Wheat Bars
  • 13. Market Analysis – Cereal Hot Cereals 12% Ready-To-Eat Cereal Cereal Bars 53% 35% IBIS World p. 10
  • 14. Market Analysis – Snack Food Peanut Butter Seeds 4.3% 5.9% Canned Nuts 6.8% Potato Chips 26.9% Bulk Nuts 11.5% Other Chips Corn Chips and Snacks 22.9% 21.7% IBIS World p. 11
  • 15. Market Analysis – Snack Food Snack Category Share of Market Volume of New Share of Consumption Market Peanut Butter 4.3 Seeds 5.9 Canned Nuts 6.8 Bulk Nuts 11.5 Potato Chips 26.9 Corn Chips 22.9 Other Chips and Snacks 21.7 Cereal Granola Candy Crackers
  • 16. Market Analysis – Snack Food Snack Category Share of Market Volume of New Share of Consumption Market Peanut Butter 4.3 Seeds 5.9 Canned Nuts 6.8 Bulk Nuts 11.5 Potato Chips 26.9 Corn Chips 22.9 Other Chips and Snacks 21.7 Cereal Granola Candy Crackers
  • 17. Competitor Analysis Founded 2002 1984 1994 1972 1985 1973 $600 $300 million $65 million $70 million $275 million Sales Million N/A (2010) (2007) (2011) (2008) (2009) Parent Smart Kellogg’s Kellogg’s General Mills N/A General Mills Company Balance Seven whole Full of taste. Where Earth Nurturing The Taste Do you get Tagline grains on a Free of Day is every People, Nature Nature bear naked? mission. gluten. day. and Spirit Intended Fairtrade 100% USDA Organic, Certified, USDA Natural, USDA Features Non-NGO Gluten Free Organic & Non- Variety Kosher Organic Project Verified NGO Project Certified Verified Company Websites, Bloomberg, The Cornucopia Institute p. 13
  • 18. Brand Image Cascadian Farms Kashi Nature’s Nature Bear Naked Udi’s Path Valley
  • 19. Bear Naked Advertising Benefit: Bear Naked gives you energy. Dominant Medium: Internet
  • 20. Kashi Advertising Benefit: Kashi finds the best ingredients. Dominant Medium: TV Spent $100.1 million on advertising last year.
  • 21. Cascadian Farm Advertising Benefit:Traditional and trustworthy Dominant Medium:Print Spent $16.9 million on advertising last year.
  • 22. Nature’s Path Advertising Benefit: Organic is good for you & the environment. Dominant Medium: Print Spent 17.7 million on advertising last year
  • 23. Udi’s Advertising Benefit: Artisan Granola Dominant Medium: Print
  • 24. Nature Valley Advertising Benefit: Be one with nature. Dominant Medium: Print
  • 25. Research
  • 26. Research Methods • Store Checks • Personal Interviews • Professional Detective Interviews • Focus Group Interviews • Double Blind Taste Test • Ethnographic Study p. 18
  • 27. Store Checks • Bear Naked is not present in all Whole Foods stores. • Bear Naked is least expensive at Walmart. • Prices varied by $0.50 between Kroger locations. • Granola is most expensive at Homeland. • Nature’s Path and Udi’s were not present at Target, which has it’s own brand, Market Pantry.
  • 28. Store Checks p. 20
  • 29. Personal Interviews Gender Age 58% 20s 78% 30s 12% Consumption: 79.3 50s 6% 42% 40s 3% Consumption: 20.7 Consumption: Age 18-34: 39.3 p. 23
  • 30. Personal Interviews 18 16 14 12 10 What criteria do you use when 8 choosing a granola brand? 6 4 2 0 p. 25
  • 31. Personal Interviews 35 30 25 20 15 10 What granola brands do you know? 5 0 p. 24
  • 32. Personal Interviews Have you heard of Bear Naked? p. 24
  • 33. Personal Interviews ―Tastes like granola.‖ ―It’s good. I like the diversity of flavors they offer, but it would be nice if there was a chewier option like a bar.‖ ―I like that they don’t try and dress it up too much. Granola is supposed to be ―I remember seeing bear claws on the natural and naked.‖ packaging.‖ ―It’s a high quality brand. I really like Bear Naked and it’s packaging.‖ p. 24
  • 34. Professional Detectives Nutrition Experts Marathon Runners Store Checkers • Kashiis the most • Good additive to • High sugar content popular granola your diet • Advertise at races brand • Good source of • Typical consumers fiber are women • Typically has a • No one has asked high sugar content them specifically about Bear Naked Prof. KenanBryant • Dr. Allen Knehans • Robert Hogue • Store Checkers • Dr. Lindy Rossow • Gracie Evans Ms. Sage Coralli p. 26
  • 35. Focus Group – Packaging Great Value clip here
  • 36. Focus Group – Packaging ―Interesting‖ p. 29
  • 37. Focus Group – Personality College students and young adults 67% were likely to eat granola. Granola eaters were described as ―green‖ people. p. 30
  • 38. Focus Group
  • 39. Focus Group
  • 40. Focus Group – Eating Habits All participants said they would only eat granola with other things such as milk, yogurt, or honey. 100% Two out of three participants said they would prefer to 67% eat granola before exercising. p. 31
  • 41. Focus Group – Taste Test Majority of participants were undecided on the taste of Bear Naked Peak Oats & Honey Granola. • ―It’s too mushy.‖ – Shannon • ―Bird food.‖ – Alli • ―It seems like a garnish.‖ – Ashley • ―Kind of bland maybe a little bit of honey in there.‖ – Bro p. 33
  • 42. Focus Group
  • 43. Focus Group • Participants associated granola with a younger, hip demographic. • Overall, they had a hard time defining granola and recalling granola brands. • Participants perceived granola as a snack food they would eat throughout the day. • Granola cereals and flavored granolas ranked higher in taste, but participants agreed that they prefer to mix granola with milk or yogurt. • Participants agreed that taste was more important than price the their purchasing decision.
  • 44. Perceptual Map Taste 6 5 4 3 2 1 0 Natures Path Kashi Bear Naked Cascadian Farms Udis
  • 45. Perceptual Map Price 6 5 4 3 2 1 0 Natures Path Kashi Bear Naked Cascadian Farms Udis
  • 46. Perceptual Map Health *Based on low calories, low fat, high carbohydrates and high protein* 6 5 4 3 2 1 0 Natures Path Kashi Bear Naked Cascadian Farms Udis
  • 47. Ethnographic Study Thirteen out of twenty-one people checked the price of granola. Majority of the consumers picked up a competitor’s product and 1/3 of the consumers picked up Bear Naked. Only a few individuals asked a store employee questions about the products. Consumers spent 33 seconds, on average, deciding what product they wanted. p. 35
  • 48. Ethnographic Study of Blogs
  • 49. SWOT Analysis Strengths Weaknesses • Kellogg’s distribution • Not USDA Certified • Granola market grew Organic, Freetrade 11% in 2011 to $16 Certified or Non-NGO million Project Verified • Unique blend of granola • Limited advertising is softer-baked budget • No granola bar option Opportunities Threats • 80% of consumers agree • 48% of consumers think that manufacturers have organic products are to improve the taste of better healthy snacks • Retail food prices are • 36.7% sought healthier rising faster than inflation food and beverages rate ―slightly more,‖ while • Prop. 37 and labeling of another 24.4% did so foods with GE ―much more‖ ingredients p. 46
  • 50. Summary of Findings • Little differentiation between granola brands. • Kashi had the greatest recall. • People try to compensate for inactive lifestyle by eating healthy products similar to granola. • Busy lifestyles have caused consumers to skip breakfast and eat more snacks throughout the day. p. 35
  • 51. Mini-SagaDaily RunnerCorbin has beentraining his entirelife, and not just for theIronman. Finally, hishard work is paying off.He’s great withnumbers, and his bosskeeps adding them tohis paycheck. Hiswealth and success arewell-deserved, and he’llsoon put it to usesupporting his growingfamily. p. 39
  • 52. Mini-SagaHealthy MotherIt’s tough watching herkids grow up sofast, but Tonya isexcited that her firstborn is old enough tocome to yoga classwith her. Despite herfamily’s busyschedule, she findstime to take care ofherself because beinghealthy means beingthere for her kidslonger. p. 39
  • 53. Mini-SagaNature LoverMusic festivals arewhere Dakota feels themost alive. He lovesthe sense ofcommunity that comesfrom being around like-minded people as theyescape the worries oftheir everyday lives. It’sa few days of peacebefore going back tohis part-time job to earnenough for next year. p. 39
  • 54. Consumer Groups Experiencer • Motivated by self- Achiever Daily Runner • Goal-oriented lifestyle expression • They follow a strict work out regime • Seek variety and and diet • Deep commitment to • They are disciplined and like career and family excitement structure. • Age 18-34, Graduated College Plus, Professional and RelatedInnovator Occupations• Change leaders• Likely to purchase upscale, niche products Healthy Mother Nature Lover • Is highly concerned for her Innovators • Enjoys outdoor activities children’s well being and is involved in their lives. • Chooses ecofriendly products • She attends regular workout • Seeks new experiences classes • Census Region West, Age 18- • HHI 150,000+, Child Age <2 34 years, Home Value $200,000- 499,999 p. 38
  • 55. TIMELINE 1970 1980 1990 2000 2010 20201960s: Granola becomes 2011: Patrick Makau of popular among hippies Mid-1970s: Stanley Kenya sets world record 2002: Bear Naked is who appreciated the Mason invents the for fastest marathon born. food’s all-natural granola bar. time—2 hours, 3 minutes ingredients. and 38 seconds. 2004: McKee Baking 1982: Association of 1969: Woodstock Music acquires granola brands International Marathons and Art Fair takes place Sovex and Heartland to and Distance Races is in Bethel, New York. create Small Planet founded. Foods. 1972: Frank Shorter wins the marathon at the 1990: Congress passes the 2011: 518,000 runners Summer Olympics, spurring Organic Food Production 2004: Facebook complete a marathon in national enthusiasm for the Act the United States. sport. 1972: Heartland Natural Cereal becomes the first 1992: The United States 2005: Food pyramid is commercial granola develops the food updated to MyPyramid. brand, followed by Quaker pyramid. shortly after. 2008: Percentage of 1973: General Mills obese children aged 6-11 introduces Nature Valley. reaches 20 percent. p. 41
  • 56. Consumer Journey for Daily Runner p. 43 ―I need to eat healthier so I will have energy to workout Realization and be able to recover faster.‖ Talks to fellow workout enthusiast, trainers, searches Information Search blogs and websites to find out about products. Looks at nutritional facts such as Evaluation carbs, protein, calories, and low sugar content. Shops at health food stores like Whole Foods, Central Purchase Market, and Natural Grocery Post ―Did that provide the energy I needed, or was I able to Purchase recover faster?‖ Talks to his workout partners, friends, and coworkers. Loyalty
  • 57. Benefit Matrix Daily Runner Healthy Mom Nature Lover Product Soft baked blend of granola offered in a variety of different Attribute flavors with different ingredients. It provides fuel for I’m eating a gift from Consumer me to get through I get to give my kids Benefit a healthy snack. mother nature. my daily exercise. After completing my I’m happy knowing I feel better knowing Emotional workout I feel better my children and I my eating habits are Benefit and day goes aren’t lacking proper not hurting the smoother. nutrition. environment. VALS Innovator Achievers Experiencers p. 40
  • 58. Opportunity Matrix p. 42 Number of Granola Purchase Estimated Estimated Annual Annual Americans Consumption Probability Potential Monthly Individual Group Purchasers Consumption Spending SpendingExperiencers 40,497,589 3.3% 9% 1,456,698 1 bag $116.16 $169,210,040 Innovators 31,159,192 3.3% 26% 1,295,599 2 bags $174.24 $225,775,170 Achievers 43,612,788 3.3% 9% 1,568,751 1 bag $116.16 $182,226,116Daily Runner 62,009,000 3.3% High 2,557,871 2 bags $174.24 $445,683,443 (25%) Healthy 12,256,000 3.3% Medium 444,892 1 bag $116.16 $51,678,654 Mother (10%)Nature Lover 6,995,000 3.3% Medium 253,918 1 bag $116.16 $29,495,114 (10%)
  • 59. Creative Brief
  • 60. Creative Brief - Target Audience • Daily Runner, Nature Lover, and Healthy Mother • Men and Women • Ages 18-34 • Graduated high school • Strive to experience every moment to the fullest, whether it’s an outdoor adventure, a music festival or just spending time with the kids. • Concerned about their health and well-being. p. 51
  • 61. Creative Brief - Objective p. 51 To Establish Bear Naked Granola as the ―Ungranola.‖
  • 62. Creative Brief - Strategy p. 51 To convince the daily runner, nature lover, and healthy mother to buy Bear Naked instead of it’s competitors because it offers its consumers a superior lifestyle.
  • 63. Creative Brief – Brand Insight p. 52 All major granola brands are pushing the health benefits of their products, and it has cluttered the mind of the consumer to the point that they don’t differentiate brands anymore. Bear Naked is not only everything the other brands are, but it’s also everything they are not. It’s the ―ungranola.‖ It’s not just healthy, it presents a lifestyle that consumers yearn be a part of. It’s going a hike in the woods or running a new trail. It’s fighting for a cleaner environment by day and attending the hottest music festivals by night. It’s spending the afternoon playing with the kids instead of sitting on the couch. It’s a badge of honor. It’s being proud to say, ―I live Bear Naked.‖
  • 64. Creative Brief – Consumer Insight p. 52 People eat granola with a purpose. To eat granola is to make a commitment with yourself to get the most out of your day. It’s the pretext of adventure.
  • 65. Creative Brief - Support p. 52 Consumers purchase brands that reflect who they are. When you see someone wearing Asics, you think they run a lot. When you see someone drinking Gatorade, you think they are replenishing their body after a workout. And when you see someone eating Bear Naked, you will think they’re fueling up for an adventure. Making Bear Naked more than just a product, but an experience, will differentiate it in a marketsolely focused on the nutritional benefits of their products. The Bear Naked lifestyle will help the brand emerge as the face of the granola industry and foster loyal consumers.
  • 66. Creative Brief p. 52 • Considerations • Variety of ingredients and flavors. • Tone • Inspirational, awakening.
  • 67. Idea Process p. 48
  • 68. Idea Process • Bear Naked is everything that the others brands aren’t. We are the UNGRANOLA. p. 47
  • 69. Applications
  • 70. Sponsorships Runners stated that granola is a good pre-workout snack. Bear Naked would be a great breakfast before the start of a race. Sponsorships for the Orange County Marathon start at $5,000 and allow brands to put their logo on promotional materials and their product (or a special memento) in goody bags. p. 54
  • 71. Social Pintrest 1047% YOY change in unique visitors 70% of users are women 38% are ages 18-34 Focus on weddings Nielsen p. 55
  • 72. Mobile p. 56 People listen to Pandora Naked Radio creates a Radio while they’re at customized music station work. They’ll listen to that contributes to the Naked Radio while overall experience while they’re at play keeping listeners energized
  • 73. Mobile p. 57 As Naked Radio creates a playlist, users can tell it Users can also use GPS which songs they like and mapping to track the dislike to influence the trails songs played next
  • 74. Mobile p. 58 They name the This is the social aspect trail, designate a of the app where the difficulty level and add Bear Naked community any photos they took on can meet, communicate their adventure. and trade ideas.
  • 75. Future Considerations • ―Engaged‖ – Index of 165 identifies a key demographic • Proposition 37
  • 76. Q & A Session