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Quaker chewy bar pitch brief


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Quaker Chewy Bar: New Project Work.

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Quaker chewy bar pitch brief

  2. 2. PepsiCo's Quaker is reviewing its Quaker Chewy snack-bar business. The move comes as the company looks to house its different businesses under the Quaker name at separate agencies. According to the request for proposal, Quaker in the past has had its hot cereal and snack bars business under one agency's roof, considering the two businesses to be similar. EnergyBBDO has been the lead agency on the Quaker business since 2012. The agency is still working on the hot cereal business, said an agency spokeswoman. "Recently, however, Quaker has adopted a demand space driven approach to positioning and communications," said the RFP. "With this shift, the Quaker Oatmeal and Quaker Chewy businesses now play in distinct demand spaces. " A Quaker spokeswoman told that "we can confirm that we're in the process of exploring additional ad agencies to support 2016 Quaker Chewy work." The review is likely to be a swift one. The company reached out to agencies in mid-November, and shops were scheduled to present their pitches on Dec. 18. It appears as though no in-person meetings will be held prior to the presentations, at least according to the RFP, though there are two phone calls that were to be scheduled. EnergyBBDO was also the lead agency on PepsiCo's Lay's brand, but as of May, the agency no longer works on that brand. OVERVIEW
  3. 3. The Quaker Oats Company is an American food conglomerate based in Chicago. It has been owned by PepsiCo since 2001. Quaker makes, markets, distributes and sells cereals, rice, pasta, dairy and other branded products. Quaker’s products include Quaker Oatmeal, Aunt Jemima mixes and syrups, Quaker Chewy granola bars, Quaker Grits, Cap’n Crunch cereal, Life cereal, Rice-A-Roni side dishes, Quaker rice cakes, Quaker oat squares and Quaker Natural Granola. The Quaker brand spent about $59 million on U.S. measured media in 2014, according to Kantar Media, including the hot cereal and snack bar brands. Quaker Chewy is the fourth-largest brand in the snack bar category in the U.S. with a projected market share of 6.6% for 2015, according to Euromonitor International. Sales are expected to reach $451 million this year, up from $433 million in 2014, according to Euromonitor. Quaker has been surpassed by the fast-growing Kind brand, which is now in third-place, with sales expected to grow from $391 million in 2014 to a projected $547 million this year. BACKGROUND SUMMARY
  4. 4. SALES OF GRANOLA BARS 387.3 223.9 217.6 83.9 37.9 30.6 SALES OF THE LEADING 10 GRANOLA BAR BRANDS OF THE UNITED STATES IN 2015 (IN MILLION U.S. DOLLARS) Nature Valley QUAKER CHEVY Nature Valley Sweet Private Label Kashi TLC QUAKER CHEWY DIPPS Sunbelt Bakery Kind Healthy Grains QUAKER BIG CHEWY Atkins Advantage 0 10050 200 300 400150 250 350 450 of Downy and Salty Nut 143.9 106.2 95.4 48
  5. 5. Geographic Distribution of Quaker Chewy Bars Audience Interest in Chewy bars is higher in the North East and South, and slightly lower in the Midwest. However, as we notice by the geographic distribution map, it has failed to establish a strong presence in the western U.S. 3 162
  6. 6. Healthy moms living in the West Coast comprise more than 50% in the 25-34 age range. They are married, college educated, and 40% of them earn between $40 and $70k per year. However, there is also a considerable segment of women who earn a yearly salary between $100 and $200k (33%). Target Segment: Health Conscious moms living in the West Coast STATUS Married (68%) INCOME $40K - $70K (40%) GENDER Female (100%) FAMILY With Kids (100%) AGE 25-34 (53%) EDUCATION College (71%) AUDIENCE ANALYSIS
  7. 7. As healthy moms, beauty and wellness is a top concern. Fashion also attracts many of them - it’s placed at the 3rd position by popularity and presents high reach percentage. Careful aesthetic curation also seems to be applied to their homes, as we see from traits such as Home Decorators & DIYs (2nd by popularity) and Design Lover, both of which register high popularity scores. Many of these women are also actively engaged in their careers (Business people) and they are comfortable with technology. In their free time these women enjoy traveling. # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 Beauty and Wellnes... Home Decorators &... Fashion Lovers Foodies Travelers Business People Netizens Pet Lovers Design Lovers Outdoor Enthusiasts 45.23% 24.34% 44.97% 35.44% 8.20% 9.14% 7.90% 12.43% 9.27% 2.21% 184.6 179.51 157.59 140.36 134.8 134 130.99 128.31 102.65 97.61 177.74 166.5 159.65 145.01 125.54 125.99 122.66 125.13 105.22 90.77 POPULARITY 681122441 21.53% REACH 1.70% 11.18% 32.86% 45.23% 184 TECHIES BEAUTY & WELLNESS AWARE ENTERTAINMENT JUNKIES HOME DECORATORS AND DIYs FOODIES FASHION LOVERS OUTDOOR ENTHUSIASTS BUSINESS PEOPLE MOTOR LOVERS DESIGN LOVERS POLITICALLY ACTIVE READERS PUBLIC FIGURE FOLLOWERS SPORTS ENTHUSIASTS TRAVELERS NETIZESPET LOVERS GAMERS Top 10 Psychographics
  8. 8. INSIGHT You can find this segment offline reading Fitness Magazines. Online, distinctive spaces are represented by blogs about maternity, kids wellness and activities, product reviews and couponing/sampling. Their TV watching habits show that these women are fans of docudramas about family life. Their favorite media are magazines, highest by popularity. Among them fitness magazines are extremely popular, especially the ones taking a scientific approach on Health & Fitness, as stated by FitnessRx for Women Magazine which is the most read in the category. In addition to fitness, they are reading about Parenting, Lifestyle and Cooking. Online they follow health websites that are more focused on nutrition both for them and their children, as well as blogs providing ideas about activities to do with kids and experiences derived from being a mom. This segment is also very active on product review sites and couponing/samples websites. On TV they enjoy docudramas involving family, like: The Little Couple, The Chew, and Sister Wives. They also watch newscasts and are fans of The Ellen Degeneres Show. MEDIA USAGE
  9. 9. MEDIA USAGE TOP MEDIA SPECTRUM # NAME REACH POPULARITY RELEVANCE Magazines Websites Newspapers Apps TV Radio 1 2 3 4 5 6 39.95% 93.95% 5.90% 34.44% 35.21% 15.63% 172.66 165 145.84 126.96 118.02 93.31 168.11 175.63 130.09 135.71 130.04 104.13 POPULARITY 12614893108 41.32% REACH 2.97% 20.63% 65.56% 93.95% 172 APPS WEBSITES NEWSPAPER MAGAZINES TV RADIO
  10. 10. TOP MAGAZINES REACH relevance 10050059.84%44.88%29.92%14.96%<0.01% 150 200 Health Food Kids Beauty Green Fashion Sport Travel Business TOP WEBSITES MEDIA USAGE # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 Parenting Food & cooking Fashion and health Home and garden Travel Lifestyle Sport Gossip General Interest Animals and pets 3.88% 6.84% 10.93% 4.33% 1.40% 11.72% 5.95% 2.83% 5.57% 0.73% 196.8 195.45 192.6 191.06 189.15 186.86 185.16 158.64 158.5 141.57 160.78 164.4 166.73 157.78 149.04 163.58 156.37 133.09 138.05 113.86
  11. 11. Quaker embraced partnerships with relevant influencers in order to increase awareness among moms. Furthermore the partnership went farther with Girl Scout Cookie, producing a “special edition” of granola bars. Continuing with the same approach, Quaker could leverage the popularity of some famous people influencing the target. The first 10 positions of the famous people ranking are all about health and fitness and we bet health conscious moms are taking seriously their words. Moreover, analyzing their favorite recreational activities we surfaced a good interest into sports events and particularly regarding running. Looking at their food preferences it’s clear their passion toward fruits and vegetables, with high appreciation of Avocados. INSIGHT This segment can be attracted and engaged through partnering with influential personalities like Chalene Johnson (fitness and business expert), who are high in both relevance and penetration. You can also reach this segment of healthy moms at sporting events, especially running events. From a product development standpoint, according to this segment’s taste preferences, a granola bar based on avocados could become their new favorite snack. BUSINESS OPPORTUNITIES
  12. 12. BUSINESS OPPORTUNITIES top famous people REACH relevance 10065301.15%0.86%0.57%0.29%<0.01% 135 170 California Avocado Commission Ore-Ida Baby Bullet Avocados from Mexico Outshine California Almonds Driscoll's Diamond Nuts Hidden Valley Lindsay Olives top fruits # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 Jillian Michaels Chalene Johnson The Pioneer Woman Chris Powell Against All Grain Eat Clean. Train Mean. Liv... Shaun T Dave Ramsey Heidi Powell Bob Harper 6.91% 3.62% 4.18% 3.06% 2.86% 2.41% 2.56% 4.13% 1.81% 2.00% 198.53 199.66 195.96 199.07 199.6 199.39 197.74 192.39 199.48 197.42 166.53 162.18 160.78 160.59 160.47 159.2 158.48 158.31 157.43 156.69
  13. 13. As for media preferences, this audience isn’t compelled by classic dramas or comedies; these women prefer full-length feature documentaries, indicating a craving for information. They also like to read content that can add something to their knowledge. Moreover, other than sports-themed content, they tend to follow blogs and websites talking about maternity, particularly those highlighting the busy lives of mothers. The final element that can be exploited to increase the engagement with this audience is the high popularity of animals, which are present in the Pet Lovers psychographic trait. Dogs, and in particular Boxers, are the animals most popular with this target. INSIGHT Capitalizing on this group’s passion for healthy lifestyles, interesting content could be produced around the nutritional values of Quaker Products and how they contribute to a fit and healthy life, presenting this information within the context of scientific research. These moms are trying to raise their children with as much of a natural, healthful diet as they can, and Quaker could be a good ally by basing their messaging and branding on authenticity and naturalness. Cultivating an online space where health-conscious moms can share recipes, ideas and advice on maternity and raising healthy kids could be a promising avenue for increasing engagement, brand awareness and trust within this target group. CREATIVE INSIGHTS
  14. 14. CREATIVE INSIGHTS TOP MOVIES GENRES # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 1 Documentary Films Romance Films Comedy Films Drama Films Animated Films Science Fiction and Fan... Action and Adventure Films Horror Films 8.12% 11.50% 22.45% 13.47% 10.30% 7.27% 11.47% 2.40% 171.77 73.83 26.98 22.63 20.29 15.63 10.28 9.77 150.1 88.04 63.88 55.48 51.3 45.03 45.65 32.74 POPULARITY 4285920 11.97% REACH 2.40% 7.08% 17.09% 22.45% 171 DOCUMENTARY FILMS ANIMATED FILMS HORROR FILMS COMEDY FILMS DRAMA FILMS ACTION & ADVENTURE FILMS ROMANCE FILMS SCIENCE FICTION & FANTASY FILMS
  15. 15. If you need more insights on this target and its competitors click HERE or drop us a line We are here to help!