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Quest Nutrition- IMC Campaign
- 1. Christina DiBella | Andrew Cucolo | Alan Wong | Steven VanTine | Ryan Oberti
- 2. A Quest To a Better You. ● Created in 2010 ● Providing customers with high quality, innovative snacking solutions without compromising taste or nutrition. ● Revolutionize food. Make clean eating fun BACKGROUND
- 5. ISSUES & PROBLEMS ● Maintaining market share ● High number of competitors ● Caters to select fitness-enthusiast niche (i.e. Bodybuilders, Crossfitters, Powerlifters, Athletes) ● Hard to create brand loyalty ● Pricing
- 6. STRENGTHS WEAKNESSES ★ Better Taste Than Competitor Products ★ Easily Accessible ★ Flavor Variety (20+) ★ Strong Social Media Presence ★ Gluten Free/ No Sugars Added ❏ Expensive ❏ Hard to Create Brand Loyalty ❏ Lack of Product Variation ❏ Narrow Target OPPORTUNITIES THREATS ★ Expand into gyms ★ Growing demographic trends ❏ Existing Competition ❏ New Entrants ❏ Pricing Wars SECONDARY RESEARCH: SWOT ANALYSIS
- 7. PRIMARY RESEARCH ● Buy Snacks Once a Week ● Have Tried Protein Bars and Are Not Opposed to Healthy Options ● Most Important: Flavor and Ingredients ● Least Important: Promotions/Coupons ● Most Likely to Hear About Through Word Of Mouth of Social Media ● Issues with Brand Recognition ● TV, Direct Mail, and Newspapers/Magazines are Least Effective Communication Channels ● Facebook and Instagram are Most Popular INTERVIEW FINDINGS SURVEY FINDINGS
- 8. PLANNING
- 9. TARGETING ● College students ● 18-23 Years Old ● Low Income → Low Budget ● Millennial demographic is more health conscious ● Better informed on nutrition than the older generation(s) Who and Why?
- 10. POSITIONING ● Continue to Push Quest Nutrition as a Top Brand Name in the Health and Fitness Food Industry. ● Looking to Tap Into Additional Sports Organizations and Federations apart from Bodybuilding and CrossFit ● Attract and Include the Average Consumer
- 11. GOALS & OBJECTIVES ● Boost sales in a very saturated market ● Make Quest the #1 Selling Protein Bar In the Nation ● Increase Brand Recognition and Likeability for Years to Come ● Increase Media Exposure by 30% in 6 months ● Increase Brand Awareness by 20% in 9 months ● Increase Social Media Internet Presence by 50 % in 6-9 months ● Increase Positive Attitude by 50% in 1 year
- 12. IMPLEMENTATION
- 13. MESSAGE STRATEGY Main Media - Internet & Social Media - Health & Fitness Magazines Support Media - Word of Mouth - In Store Advertisements (GNC, Vitamin Shoppe, Dick’s Sporting Goods, etc.) - College Campus Stores Excellent tasting protein bar that is also the most nutritious on the market ● Enforce Existing Perceptions: High Quality/Quantity, Moderate Price, Unmatched Nutritional Value MEDIA STRATEGY
- 14. INTEGRATION Sales Promotion ● Buy Two Get One Free at Select Sporting Events, Fitness Expos, and Games ● Summer Steal: $1 off any Quest bar During Last Week of Summer 2017. Vendor Coupon: Digital or Print ● Free Shipping on First Order When You Subscribe to Emails at www.questnutrition.com
- 15. INTEGRATION Direct Marketing/Personal Selling ● Email Blasts Will Notify Subscribers On Quest’s New Products, Recipes, Promotions, Events, and Other News ● Occasional Online Coupons and Free Shipping Codes (Surrounding Holidays and Fitness/Sports Events) ● Affiliate Program i.e. Use Code OLYMPIA 2017 or WORLDSERIES for 15% your next order between MM/DD/YYYY and MM/DD/YYYY
- 16. INTEGRATION Public Relations ● Press Releases ● Event Sponsorships ○ March Madness ○ Fitness Expos ○ 5K, 10K, Triathlon Runs ● Athlete Sponsorships ○ Ronda Rousey, Conor McGregor ● New Product Launches ○ Quest Chips, Protein Powder, Cereal Bars, Pasta ● New Flavor Launches ○ Limited Edition/ Holiday Flavors
- 17. INTEGRATION Internet/Interactive Marketing ● Maintain a Strong Social Media Presence (Twitter, Instagram, Facebook, YouTube) ● #15secondrecipe ○ Instagram Recipe Videos with Instructions in Description Box → Later uploaded to Youtube ● Encourage and Promote the hashtag #CheatClean ● #CheatClean Youtube Series ○ 5 Minute Recipe Videos ● Quest Transformations ● Promote Quest as a Community
- 18. MEDIA CALENDAR
- 19. MEDIA CALENDAR
- 20. Print Ads $538,950 Celebrity Endorsements(Conor McGregor, Ronda Rousey) $750,000 Cause-Related Marketing $300,000 Sponsoring Teams $350,000 Contests $125,000 Social Media $110,000 Sales Promotions $400,000 Guerrilla Marketing $300,000 Total $3,073,950 BUDGETING
- 21. Evaluation ● Extend Research to Include Nationwide Surveying/Interviewing ○ Better Understanding of Brand Awareness ○ Our Interview/Survey Group(s) Were Small → Does Not Reflect National and International Popularity of the Brand ● We Will Measure Our Social Media Success Through Quantifiable Variables Such As Number Of: ○ Views (Youtube and Instagram) ○ Likes (All platforms) ○ Shares (All platforms) ○ Mentions (Instagram/Twitter/Facebook) ○ Hashtags (All Platforms)
- 22. ANY IONS? Thank You !
Editor's Notes
- So just a little background about our company, it was created in 2010 by a group of fitness and wellness enthusiasts looking to create and innovate a new protein bar that people would actually want to eat The initial Boom of expansion and growth is accredited to the community-focused business model that was the mission from the beginning The goal is to provide customers with high quality, innovative snacking options without compromising the most important factors which are taste and nutrition. Overall, Quest strives to revolutionize food and make clean eating fun. Our slogan for this IMC campaign is “A quest to a better you”
- Some of the main issues we found Quest to face all dealt with thier ability to maintain market share. There is an extremely high number of competitor products and companies
- Our secondary research on the internal and exteral factors that affect Quest Nutrition are laid out in this SWOT analysis table For Strengths, -Quest produces protein bars with a better taste than the vast majority of their competitors, and this is a huge asset when it comes to attracting people who want something that tastes good, but is also good for you. -Also, the brand is easily accessible and sold at many retailers such as sporting goods stores like Dicks, supplement stores such as GNC or Vitamin Shoppe, and also convenience stores, gas stations, and grocery stores. -The flavor variety is also a strength as quest currently has over 20 permanent flavors and features limited edition flavors surrounding holidays. (Pumpkin spice) -Quest also has an extremely large social media presence, and does significantly better than most all of their competitors in this area. For example they have over 800K IG followers while ClifBar and ONEBar have just over 100K each -Also, the bars are vegan, gluten free, and have no sugars added which is beneficial for reaching all types of consumers needs For weaknesses, we found that the bar is more on the expensive side of $3 give or take, which turns people to buy cheaper, junk food -It is also hard to create brand loylaty in such a large industry of health and fitness because there are so many competing brands -Theres also a lack of product variation and a narrow target market which most of the advertising is dedicated to; the fitness enthuisiast. To stay true to the mission of fighting obseity, Quest would need to target other average consumers Opportunities include the availability to expand into gyms and health clubs so that consumers can supplement their exercise with Quest products directly before or after their workout. Also the growing demographic trend of rising numbers in the fitness community is an opportunity to produce for more people. Lastly the threats that are concerning to Quest are the Existing competition, since there are countless supplement and food brands and companies that create and sell protein bars. Also, new entrants are a big threat because of the power of social media to make a product go viral just as Quest Nutrition did. Lastly would be pricing wars between competitors as consumers may sacrifice our high quality ingredients and impressive nutrition label for a lower priced product
- For our primary research we conducted an interview and survey to our select groups. The interview findings found that the average interviewee…. “ *read bullets*” The survey findings then showed that the average person surveyed
- We believe their is room for growth within this market of college students because
- Some of our goals and objectives would be to make quest the number 1 selling protein bar and we will do this by increasing brand recognition and sales in a very saturated market We would like to increase media exposure by 30% Brand awareness by 30% Positive attitude about the brand by 50 % And social media presence by 50%
- HAving a strong personal connecting message is key to the foundation of the messaging campaign. Our message strategy was strategically designed to target the key benefits customers prefer when purchasing protein bars As you can see are message to consumers is to have an excellent tasting protein bar that is also the most nutritious on the market For our media strategy we will use two types of main media channels to target consumers on a wide basis such as the internet/social media and health and fitness magazines And for our support media we will use in store advertisements college campus stores and word of mouth is also helpful in reaching our target market
- The final stage of our marketing plan is our evaluation process in which we will continue our reasearch looking for new trends and markets to brand our product we will extend research to include nationwide surveys and interviews to better understand the brand awareness quest products introduces and we will measure our social media success through variables such as views shares likes and mentions on all social media sites