This document contains information about PowerBar's current marketing problem, campaign objectives, target audience, competitors, and proposed advertising approach. The marketing problem is that consumers perceive PowerBar as only for serious athletes and gym users. The campaign aims to show PowerBar can be consumed in any situation by broadening the target to "spectator athletes" and those seeking snacks or supplements. The proposed ad shows a group enjoying a sports event while eating PowerBars to demonstrate its flexibility.
Final Project for Principles of Advertising at Ithaca College
Created an advertising plan in response to a mock RFP from Boomchickapop Popcorn, complete with research, creative, media strategy and brand activations.
Professor Scott Hamula
Team Members: Emma Behrens, Natasha Brower, Mollie Wiener, Taylor Rao, Maria Buitrago
Worked in a team of six to design an advertising campaign for Naked Juice. Conducted primary and secondary research to strategize a big idea for our campaign. Helped write advertising copy and design creative ideas for print advertisements and adapt to Internet, social media, TV, and Out of Home.
Worked in a team of five to design an advertising campaign for Bare Snacks. Conducted primary and secondary research to develop a big idea for our campaign based off our marketing objectives and goals. Designed creative executions for print advertisements and adaptations for television, Internet, social media, and out-of-home.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
Final Project for Principles of Advertising at Ithaca College
Created an advertising plan in response to a mock RFP from Boomchickapop Popcorn, complete with research, creative, media strategy and brand activations.
Professor Scott Hamula
Team Members: Emma Behrens, Natasha Brower, Mollie Wiener, Taylor Rao, Maria Buitrago
Worked in a team of six to design an advertising campaign for Naked Juice. Conducted primary and secondary research to strategize a big idea for our campaign. Helped write advertising copy and design creative ideas for print advertisements and adapt to Internet, social media, TV, and Out of Home.
Worked in a team of five to design an advertising campaign for Bare Snacks. Conducted primary and secondary research to develop a big idea for our campaign based off our marketing objectives and goals. Designed creative executions for print advertisements and adaptations for television, Internet, social media, and out-of-home.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
Marketing Research Analysis--Power Bar
The objective of this report is to aid Power Bar’s management in understanding how Power Bar customers use the product; how they rate it; and what value they are getting from the product.
Any differences in attitude, usage and value perception between fitness types and those of dieters will be quantifiable and provide valuable insight on Power Bar buyers.
Halo Top Creamery is a low-calorie ice cream company and brand sold in the United States, Australia, Mexico, Canada, Ireland, Singapore, and the United Kingdom.
Sales of the company have been growing by about 2,500% each year with only digital marketing and no traditional marketing efforts. We analysed what they're doing right, how they can do better at what they're doing wrong and what their competitors are up to.
This Brand Audit Presentation analyses the brand M&M's in the UK market, and covers the following content:
- Brand Overview,
- Brand Value Proposition,
- Current Brand Communications Audit,
- Category Audit,
- SWOT Analysis, and
- Key Recommendations.
Burger king marketing failures and strategiesPrernaValecha2
A study on Burger Kings Marketing Strategy and Failures and providing various solutions.
It includes :
Marketing Failures and Strategies
4P's of Marketing
SWOT analysis
Porters 5 forces
Case Study
Conclusion
Toko Bunga Surabaya, Jual Karangan Bunga Surabaya, Jual Bunga Papan Surabaya, Jual Bunga Ucapan Surabaya, Jual Rangkaian Bunga Surabaya, Jual Buket Bunga Surabaya, Bunga Ucapan Selamat, Bunga Ucapan Duka Cita, Bunga Papan Selamat, Bunga Papan Duka Cita
Produce New type of Nestle Juice with new flavor
This new flavor is Hibiscus , this new product will be near the egyption culture that like Hibiscus
Promotion of this product will begin before Ramadan and based on Clubs and schools and universities
The presentation covers Brand elements of Coca Cola, which are describe in detail. Information related to its Brand elements are shown here. I hope this will help you.
Functional Foods: Key Trends by Product Categories and BenefitsMarketResearch.com
An overview of the Functional Foods: Key Trends by Product Categories and Benefits report. Within the vibrant U.S. functional food and beverage market, weight management and satiety, sports nutrition, and energy are areas showing exceptional activity, in part due to the growth of products and categories targeting breakfast and snacking occasions. As a result, important shifts in brand positioning, benefits and product claims are taking place.
Marketing Research Analysis--Power Bar
The objective of this report is to aid Power Bar’s management in understanding how Power Bar customers use the product; how they rate it; and what value they are getting from the product.
Any differences in attitude, usage and value perception between fitness types and those of dieters will be quantifiable and provide valuable insight on Power Bar buyers.
Halo Top Creamery is a low-calorie ice cream company and brand sold in the United States, Australia, Mexico, Canada, Ireland, Singapore, and the United Kingdom.
Sales of the company have been growing by about 2,500% each year with only digital marketing and no traditional marketing efforts. We analysed what they're doing right, how they can do better at what they're doing wrong and what their competitors are up to.
This Brand Audit Presentation analyses the brand M&M's in the UK market, and covers the following content:
- Brand Overview,
- Brand Value Proposition,
- Current Brand Communications Audit,
- Category Audit,
- SWOT Analysis, and
- Key Recommendations.
Burger king marketing failures and strategiesPrernaValecha2
A study on Burger Kings Marketing Strategy and Failures and providing various solutions.
It includes :
Marketing Failures and Strategies
4P's of Marketing
SWOT analysis
Porters 5 forces
Case Study
Conclusion
Toko Bunga Surabaya, Jual Karangan Bunga Surabaya, Jual Bunga Papan Surabaya, Jual Bunga Ucapan Surabaya, Jual Rangkaian Bunga Surabaya, Jual Buket Bunga Surabaya, Bunga Ucapan Selamat, Bunga Ucapan Duka Cita, Bunga Papan Selamat, Bunga Papan Duka Cita
Produce New type of Nestle Juice with new flavor
This new flavor is Hibiscus , this new product will be near the egyption culture that like Hibiscus
Promotion of this product will begin before Ramadan and based on Clubs and schools and universities
The presentation covers Brand elements of Coca Cola, which are describe in detail. Information related to its Brand elements are shown here. I hope this will help you.
Functional Foods: Key Trends by Product Categories and BenefitsMarketResearch.com
An overview of the Functional Foods: Key Trends by Product Categories and Benefits report. Within the vibrant U.S. functional food and beverage market, weight management and satiety, sports nutrition, and energy are areas showing exceptional activity, in part due to the growth of products and categories targeting breakfast and snacking occasions. As a result, important shifts in brand positioning, benefits and product claims are taking place.
A Strategic Marketing Plan for Horlicks BangladeshAnthony Nokrek
In this project, our goal was to create a new marketing plan for Horlicks Bangladesh. That will increase their brand value and market position.
And for that, we had to go through Horlicks and their parent company GlaxoSmithKline. And also through their products, offers.
At first, we had to analyze their current market situation. And at last, we suggested making a new product to keep the growth of the business life cycle.
And it was a successful presentation!
Launch your next campaign, your next engagement, your next go-to-market strategy by connecting with one of the world’s largest active lifestyle participant networks.
Topline desk researchreport on the heatlh and wellness sector in APAC/SEA with focus on beverages category. There is a growing trand in healthy funtional beverages from CSD, Non CSD, water, energy drinks to fruit juices
Soupman, Inc.
Business Plan
Marketing Plan
Team 2: Brandi Seich, Mark Seich, Jonathan Downes, Jessica Gonzalez, Yiren Jiang, Jiachen Li
2-27-2017
Market Analysis Summary
Soupman, Inc. focuses on reaching three primary segments under the name “Original Soupman”:
1.1. The Convenience, Quality Shopper. Someone interested in purchasing a consistently tasteful quality, fresh product for themselves and/or their family, which can be prepared with ease and convenience.
1.2. The Business Folk. Local business workers within the tri-state area of NY, NJ and CT in search of a local dining experience for lunch or a quick dinner.
1.3. The Educational Consumer. Buyers within the educational market of high schools and colleges looking to provide vegetarian, quality products to students and faculty.
Market Segmentation
Soupman, Inc. under the name Original Soupman will continue to focus on three key market segments: convenience, quality shoppers; business folk; and educational consumers. There are multiple delivery systems to service these three markets including: grocery locations, food services – brick-and-mortar and mobile; and educational.
The convenience, quality shopper would be those individuals shopping at a grocery or soon to come convenience store location looking for a quality, convenient product they feel confident in for their own consumption or their families. Their needs are met through the Original Soupman soups which are available in 17 ounce Tetra Pak cartons delivered through the grocery segment in 6,500 grocery stores. The soups have prime positioning beside market leaders such as Campbell’s and Progresso. Some of the prestigious retailers within the grocery segment include Kroger, Costco, Safeway, Albertson’s, Publix, Wegman’s, HEB, Shoprite, Acme, Shaw’s and Winn Dixie among other regional chains as well.
The business folk are those within the NY, NJ, and CT area who are looking for a quick, convenient, but consistently tasteful dining experience for lunch, dinner or anything in between. In addition to soups, sandwiches and salads are also available. These consumers are served in one of our eight franchised and licensed brick-and-mortar locations. They can also be served by our mobile location, which provides a daily calendar for consumer convenience. This mobile market is served through using heat ‘n service pouches to ensure consistent flavoring no matter the location of choice.
The educational consumer is served in a number of schools and colleges in the NY area. This segment is serviced through the use of bulk flash-frozen soups and other products (e.g., Mexicali Beans, Stewed Pinto Beans and Curried Chick Peas with Tomatillos).
Soupman has identified substantial distribution opportunities in national restaurant chains, college campuses, stadiums as well as other food service venues. Early testing has begun within a national restaurant chain and has been quite successful.
Significant opportunities reside within the grocery se.
5 Opportunities in the Nutritional Supplements IndustryL.E.K. Consulting
According to the third installment of a biennial survey L.E.K. Consulting conducted on the healthy living marketplace, U.S. adult consumers spend, on average, a reported $635 on nutritional supplements each year: $433 on vitamins, minerals and herbal supplements (VMS), and $202 on sports nutrition products. And yet, within both categories, there is still room for further growth.
Indeed, when asked about their prior month’s purchases, just 55% of consumers who make H&W a priority said they bought VMS, and only 25% had purchased sports nutrition products. In other words, for retailers and brands there are some significant opportunities — and even a lurking threat — to be found.
Marketing PlanVita-Go, Inc., a division of PepsiCo1. Com.docxinfantsuk
Marketing Plan
Vita-Go, Inc., a division of PepsiCo
1. Company Description
Vita-Go, Inc. is a division of PepsiCo which was formed by Jennifer Stieffenhofer, Christine Stear, Sally Swartz, Ryan Tate, Jonathan Vick, Jaclyn Wisecarver, and Teel Witt to develop, market, and promote a product that is inexpensive and convenient for the consumer to utilize on a daily basis in order to promote wellness. Initially, the line was introduced in the Lynchburg, Virginia market, spread to Maryland within the next 2 years, and to North and South Carolina within the next few years.
To the best of Vita-Go’s knowledge, Vita-Go is the only product/beverage on the market today that, with just one simple twist of a cap and a shake of a bottle, releases a daily dose of vitamins and nutrients equal to a person’s recommended daily intake of vitamins. What also sets the bar high on this product in relation to others is the availability of the product. While most manufacturers feel that their product can only be available in health stores, Vita-Go is not only available in health stores, but also grocery, convenience, and superstores.
2. Strategic Focus and Plan
“This section covers three aspects of corporate strategy that influence the marketing plan: (1) the mission, (2) goals, and (3) core competency/sustainability competitive advantage” (Kerin, Hartley & Rudelius, p.47) of PepsiCo.
Mission
Vita-Go’s mission is in line with PepsiCo’s mission which is "to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity" (PepsiCo, 2015).
Vision
"Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company” (PepsiCo, 2015).
Performance with Purpose
Just like PepsiCo, “we're committed to achieving business and financial success while leaving a positive imprint on society - delivering what we call Performance with Purpose. Our approach to superior financial performance is straightforward - drive shareholder value. By addressing social and environmental issues, we also deliver on our purpose agenda, which consists of human, environmental, and talent sustainability" (PepsiCo, 2015).
Goals
For the next five years, Vita-Go seeks to accomplish the following goals:
· Nonfinancial goals - “As a leading food and beverage company, we believe we can play an important role in helping people lead healthier lives”, (PepsiCo). Vita-Go’s bottle will be manufactured by PepsiCo. PepsiCo, as well as Vita-Go, seeks to achieve a healthier lifestyle by presenting vitamins on the market that allow customers to enjoy their vitamin in-take.
1. To provide a heal ...
The Health and Wellness sector within the Food & Beverage industry is seeing rapid growth, driven by a global wave of health-conscious consumerism which is influencing food preferences and purchasing decisions.
- Clean and natural are on-trend, as consumers seek a more holistic approach to diet and nutrition, feeding demand for minimally processed products containing natural ingredients. Rising food sensitivities are creating a burgeoning market for free-from foods.
- The millennial generation is commanding attention as an influential demographic that expects transparency and seeks naturally healthy, organic, locally sourced, and sustainable foods.
- The regulatory environment is stimulating demand for wholesome products. Governments are establishing dietary guidelines and enacting new laws governing nutritional requirements to help consumers make more informed food choices and combat obesity and the rising incidence of lifestyle diseases.
- Amid rising concerns over food safety, the need to innovate and ensure a safe and traceable supply chain will be critical for manufacturers to remain competitive in a dynamic and rapidly changing marketplace.
NVBDCP.pptx Nation vector borne disease control programSapna Thakur
NVBDCP was launched in 2003-2004 . Vector-Borne Disease: Disease that results from an infection transmitted to humans and other animals by blood-feeding arthropods, such as mosquitoes, ticks, and fleas. Examples of vector-borne diseases include Dengue fever, West Nile Virus, Lyme disease, and malaria.
Muktapishti is a traditional Ayurvedic preparation made from Shoditha Mukta (Purified Pearl), is believed to help regulate thyroid function and reduce symptoms of hyperthyroidism due to its cooling and balancing properties. Clinical evidence on its efficacy remains limited, necessitating further research to validate its therapeutic benefits.
micro teaching on communication m.sc nursing.pdfAnurag Sharma
Microteaching is a unique model of practice teaching. It is a viable instrument for the. desired change in the teaching behavior or the behavior potential which, in specified types of real. classroom situations, tends to facilitate the achievement of specified types of objectives.
The Gram stain is a fundamental technique in microbiology used to classify bacteria based on their cell wall structure. It provides a quick and simple method to distinguish between Gram-positive and Gram-negative bacteria, which have different susceptibilities to antibiotics
Adv. biopharm. APPLICATION OF PHARMACOKINETICS : TARGETED DRUG DELIVERY SYSTEMSAkankshaAshtankar
MIP 201T & MPH 202T
ADVANCED BIOPHARMACEUTICS & PHARMACOKINETICS : UNIT 5
APPLICATION OF PHARMACOKINETICS : TARGETED DRUG DELIVERY SYSTEMS By - AKANKSHA ASHTANKAR
- Video recording of this lecture in English language: https://youtu.be/lK81BzxMqdo
- Video recording of this lecture in Arabic language: https://youtu.be/Ve4P0COk9OI
- Link to download the book free: https://nephrotube.blogspot.com/p/nephrotube-nephrology-books.html
- Link to NephroTube website: www.NephroTube.com
- Link to NephroTube social media accounts: https://nephrotube.blogspot.com/p/join-nephrotube-on-social-media.html
Title: Sense of Smell
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the primary categories of smells and the concept of odor blindness.
Explain the structure and location of the olfactory membrane and mucosa, including the types and roles of cells involved in olfaction.
Describe the pathway and mechanisms of olfactory signal transmission from the olfactory receptors to the brain.
Illustrate the biochemical cascade triggered by odorant binding to olfactory receptors, including the role of G-proteins and second messengers in generating an action potential.
Identify different types of olfactory disorders such as anosmia, hyposmia, hyperosmia, and dysosmia, including their potential causes.
Key Topics:
Olfactory Genes:
3% of the human genome accounts for olfactory genes.
400 genes for odorant receptors.
Olfactory Membrane:
Located in the superior part of the nasal cavity.
Medially: Folds downward along the superior septum.
Laterally: Folds over the superior turbinate and upper surface of the middle turbinate.
Total surface area: 5-10 square centimeters.
Olfactory Mucosa:
Olfactory Cells: Bipolar nerve cells derived from the CNS (100 million), with 4-25 olfactory cilia per cell.
Sustentacular Cells: Produce mucus and maintain ionic and molecular environment.
Basal Cells: Replace worn-out olfactory cells with an average lifespan of 1-2 months.
Bowman’s Gland: Secretes mucus.
Stimulation of Olfactory Cells:
Odorant dissolves in mucus and attaches to receptors on olfactory cilia.
Involves a cascade effect through G-proteins and second messengers, leading to depolarization and action potential generation in the olfactory nerve.
Quality of a Good Odorant:
Small (3-20 Carbon atoms), volatile, water-soluble, and lipid-soluble.
Facilitated by odorant-binding proteins in mucus.
Membrane Potential and Action Potential:
Resting membrane potential: -55mV.
Action potential frequency in the olfactory nerve increases with odorant strength.
Adaptation Towards the Sense of Smell:
Rapid adaptation within the first second, with further slow adaptation.
Psychological adaptation greater than receptor adaptation, involving feedback inhibition from the central nervous system.
Primary Sensations of Smell:
Camphoraceous, Musky, Floral, Pepperminty, Ethereal, Pungent, Putrid.
Odor Detection Threshold:
Examples: Hydrogen sulfide (0.0005 ppm), Methyl-mercaptan (0.002 ppm).
Some toxic substances are odorless at lethal concentrations.
Characteristics of Smell:
Odor blindness for single substances due to lack of appropriate receptor protein.
Behavioral and emotional influences of smell.
Transmission of Olfactory Signals:
From olfactory cells to glomeruli in the olfactory bulb, involving lateral inhibition.
Primitive, less old, and new olfactory systems with different path
263778731218 Abortion Clinic /Pills In Harare ,sisternakatoto
263778731218 Abortion Clinic /Pills In Harare ,ABORTION WOMEN’S CLINIC +27730423979 IN women clinic we believe that every woman should be able to make choices in her pregnancy. Our job is to provide compassionate care, safety,affordable and confidential services. That’s why we have won the trust from all generations of women all over the world. we use non surgical method(Abortion pills) to terminate…Dr.LISA +27730423979women Clinic is committed to providing the highest quality of obstetrical and gynecological care to women of all ages. Our dedicated staff aim to treat each patient and her health concerns with compassion and respect.Our dedicated group ABORTION WOMEN’S CLINIC +27730423979 IN women clinic we believe that every woman should be able to make choices in her pregnancy. Our job is to provide compassionate care, safety,affordable and confidential services. That’s why we have won the trust from all generations of women all over the world. we use non surgical method(Abortion pills) to terminate…Dr.LISA +27730423979women Clinic is committed to providing the highest quality of obstetrical and gynecological care to women of all ages. Our dedicated staff aim to treat each patient and her health concerns with compassion and respect.Our dedicated group of receptionists, nurses, and physicians have worked together as a teamof receptionists, nurses, and physicians have worked together as a team wwww.lisywomensclinic.co.za/
1. CM317 Final Ad Plan:
Changing Consumer Perceptions About
Casey Bariteau
Giovanna Gonzalez
Sara Ketabi
Richard Salazar
2. PowerBar
1
After experimenting and creating the first PowerBar with wife Jennifer
Biddulph, Brian Maxwell an athlete and entrepreneur from Canada founded the
PowerBar company in 1986, launching the first energy bar for athletes. A new
marketing team was implemented post Nestle’s $375 Million purchase of PowerBar,
and the current PowerBar slogan is “Power to Push.”
In 2008, PowerBar launched its national advertising campaign featuring
athletes such as Michael Phelps and Lamar Odom highlighting the remarkable
effectiveness in sustaining and improving athlete’s athletic ability and endurance.
The Marketing Problem
Although PowerBar has numerous product lines that cater to both
athletic males and females, consumers are predominantly male
athletes. Female athletes, as well as athletic ‘spectators’ have not been
heavily targeted, and large portions of consumption and sales from
these types of consumers are as a result, missed out on.
Campaign Marketing Objective
Our “Power Through it All” campaign aims to broaden the types of
consumers to include spectator athletes and the more common, less
athletic nutrition and energy bar consumer. The campaign aims to
redesign consumers perception of the brand so that consumers
believe that all situational settings are appropriate settings for
PowerBar to be consumed at.
3. Athletic/Sports
Bars
Diet
Bars
Health/Wellness
Bars
PowerBar
•Athletic/Sports Bar segment
leader
•$70M in sales in FY2011
(Athletic/Sports Bars segment)
Clif Bar
• Market leader 23% Market
Share
•Leader in both
Health/Wellness and Diet
Bars sub segments
•$227M in sales in FY2011
(across all segments)
• 14% growth in 2011 with $1.7 Billion in sales
• Expected to reach $3 Billion in sales by 2016
• Athletic/Sports Bar segment is the smallest
segment
• Health/Wellness Bar segment is the largest
segment
• Total U.S. sales of nutrition and energy bars
increased by 71% between 2006 & 2011
• Sales expected to continue growing
“Nutrition and Energy Bars”
Market
The nutrition and energy bar category, as defined
by Mintel, is segmented into the three sub
categories; the health/wellness bar segment, the diet
bar segment, and the athletic/sports bar segment
2
Total US Retail Sales in
Nutrition and Energy Bar
Market FY06-FY16
(at inflation adjusted prices)
Nutrition and Energy Bar Market
Sub Segment Total US Retail Sales
FY09 – FY11
4. 3
“While sales of many consumer products have seen declines due to the poor economy, this
has not been the case for the nutrition and energy bar market. While not entirely recession-
proof, this sector has shown itself to have staying power even in the light of continuing
economic woes hitting many consumers’ wallets.”
- David Browne, Senior Analyst www.oxygen.mintel.com
As Americans continue to become more health conscious, they
are replacing traditional unhealthy snacks with nutrition bars.
With 42% of people reporting they follow a “mostly healthy
diet,” energy bars have become increasingly popular amongst
those who seek a convenient and nutritional snack.
Consumers are also turning to nutrition bars for a cost-effective
way to obtain their nutritional needs due to the economic
downturn.
People no longer just need energy bars to workout – longer work
hours have consumers turning to energy bars as a caffeine
replacement to get them through the day.
5. 4
Current slogan:
“Power to Push”
SWOT Analysis:
Market Share: 8.7%
Sales
2011: $76 million
2010: $75 million
Breakdown of 2011 sales by bar:
PowerBar Performance
$21 million
PowerBar Protein
$18 million
PowerBar Triple Threat
$16 million
Primary Competitors:
Clif Bar, Balance Bar, Atkins
Advantage, Luna Bar, Kashi GOLEAN
Bar
Secondary Competitors:
Larabar, Nature Valley, Fiber One
Strengths
Leader in the athletic/sports bars segment
Has successfully tapped into its niche market of serious
athletes and gym-goers
Strong brand reputation – sponsors many events and athletes
Strong following on social media sites such as Facebook and
Twitter
Weaknesses
Low awareness of other bars in PowerBar’s product lines
Packaging is dull and dated
Opportunities
Change consumer perceptions about the brand by marketing
other bars PowerBar offers
i.e. whole grain granola bars, iron girl bars, etc.
Tap into the consumer’s needs for “healthy snacking” instead
of only focusing on performance bars
Develop bars that contain organic ingredients to capture more
health conscious consumers
Threats
Clif Bar continues to grow in the athletic/sports bars segment
and has potential to beat out PowerBar as the leader in the
segment
Low barriers to entry in this category – new nutrition bars are
frequently introduced to the market, becoming even more
specialized and tailored to fit consumers dietary needs
6. Product
Brand: PowerBar
“Power to Push”
Product lines include 12 kinds
of energy bars, energy gels,
sports drinks and mixes,
energy ‘blasts,’ and dietary
supplements, among others.
Functionality: PowerBar offers
dozens of energy bars that
cater to different consumer
needs, whether it be for
performance enhancement or
healthy snacking
Top Selling PowerBars:
PowerBar Performance Bar
PowerBar Protein Plus
PowerBar Triple Threat
Price
Prices for PowerBars are
consistent across most
distribution channels.
PowerBar Performance
Bar
$1.99
PowerBar Protein Plus
$2.99
PowerBar Triple Threat
$1.99
Bundling offers multiple
bars per pack, at
discounted prices
Place
Worldwide distribution
of all products
PowerBars are sold at:
All major grocery
and convenience
stores
Specialty stores such
as GMC
Gyms and fitness
centers
PowerBar online
store
Third party online
retailers
Health/dietary
supplement and
specialty stores
Promotion
Slogan: “Power to Push”
“Power to Push”
campaign featured
famous athletes from
different disciplines,
including Michael
Phelps and Lamar
Odom
Mobile App Ads used
to target specific active
customers
Company website
PowerBar Facebook
page
PowerBar Twitter page
PowerBar sponsors and
holds major athletic
events, such as the Dew
Tour
Discounts and coupons
offered on website
5
7. Sales:
2011: $227 million
2010: $186 million
Market share: 21.8%
Current leader in the market
Although Clif Bar is leading in
the overall category of Nutrition
and Energy Bars, PowerBar is in
fact ahead of Clif Bar in the
brand segment, Athletic/Sports
Bars. (Mintel)
6
Strengths
• Leader in the health/wellness bar segment.
• Strong brand recognition and awareness
• Has extensive product line with bars catering to
children, healthy snacking, workout supplements, etc.
• Great taste and large variety of flavors
• Focuses on the all-natural and organic ingredients,
without the use of pesticides of synthetic materials
• Clif Bar website consistent with Clif bar packaging and
look
Weaknesses
• Falls behind PowerBar in the sports/athletic bar segment
• Product line is limited
Opportunities
• Products such as the “MoJo Bar” are rapidly increasing
in popularity
Threats
• Increases in competition due to growing category,
despite recession
Current slogan:
“Nutrition for sustained energy”
8. 7
Sales:
• 2011: $41 million
• 2010: $40 million
Market Share: 4.2%
Strengths
• Website contains blog that provides recipes, shopping tips, etc. that fit into the
consumer’s healthy lifestyle
• Strong understanding of the product; Consumers know in what situations to eat a
Balance Bar
• Has appealed to the consumer need for a snack to get them through the day
Weaknesses
• Market share declined from 2010 to 2011 by almost 1%
Opportunities
• Focuses on a specific type of consumer- those are working 9-5’s and need energy
• It gives you energy but not for working out
• Just launched Nimble, an energy bar for women that is high in vitamins and is
sweetened with Truvia
• first Balance Bar made especially for women, with only 120 calories
Threats
• Has little market share against its competitors
• Must continue to build brand awareness in order to stay relevant in such a saturated
market.
Current slogan:
“Enjoy what keeps you going”
Positioning statement:
To the working, on-the-go middle class
consumer age 18 to 54, Balance bar is the
reliable all-in-one energy bar brand that
brings flavor and nutrition to keep you going.
9. Market share:
o 7.1% in the industry
o 25.3% in the Diet Bar
segment
Sales:
2011: $79 million
2010: $61 million
More focused on being a
“diet bar,” yet still has a
strong share of the
nutrition and energy bar
industry.
Positioning statement:
To the weight and health
conscious consumer, age
24-54, Atkins
Nutritionals is a snack
bar that helps fight
hunger in between
meals, that brings guilt-
free indulgence to the
consumer.
8
Strengths
• Leader in the Diet Bars segment
• Strong brand familiarity due to the
Atkins Diet brand
• People trust the brand
• Atkins website supports consumer with
comprehensive information about
his/her dieting lifestyle
Weaknesses
• Narrow market as its mainly focused
on low calorie bars and meal
replacement
• Caters directly and only to those trying
to lose weight
Opportunities
• Introduced 6 new Atkins’ Day Break
Bar
• Real opportunity for growth and
tapping into consumer needs for bars
that are, for example, high protein or
low sodium.
Threats
• Especially susceptible to the low-carb
diet trend since target market is dieters
• consumers may decide to cut
out nutrition/granola bars, such
as Atkins’ bars
• Poor social media presence
10. Social Media
PowerBar
Facebook Fans: 297,818
Twitter followers: 9,846
Bio on the Facebook “We started Power Bar to
help athletes reach their goal by providing
nutrition tools for optimum athletic
performance.”
Clif Bar
Facebook Fans: 114,338
Twitter followers: 106, 685
Balance Bar
Facebook Fans: 119,593
Twitter followers: 2,949
Atkins Nutritionals
Facebook Fans: 116,304
9
11. PowerBar Current Target Audience:
Males, Age 18-49
Graduated college plus
Most work in:
Sales and Office Occupations
Professional and Related
Occupations
Most have household incomes
higher than $75,000
Users tend to have higher
disposable incomes
Heavy Internet users
React well to outdoor ads
• How often do they buy Power?
o 3-4 times a week
• What benefits do they look for when eating
PowerBars?
o A quick fix of protein and vitamins
o Everyday energy in place of coffee
• Where do they buy their PowerBars usually?
o Convenience stores, grocery stores
• How do they make their choice to buy
PowerBar?
o “I love the flavors – in particular,
Cookies ‘n Cream and Chocolate Peanut
Butter.”
o “I like that I can taste the protein.”
o “You can feel when you’re getting
protein – you know it’s the real deal.”
• What do they like about the PowerBar brand?
o The company is “respectable,” has been
around awhile
o It is “The Original Bar”
• What do they think about the PowerBar brand
now?
o “Where’s PowerBar?”
o Haven’t heard from the brand in awhile
o Newer brands could “step all over”
PowerBar if they don’t “keep up with the
modern bar”
10
* Information gathered
from MRI+ research and
two one-on-one interviews
12. What they watch:
ESPN
The Discovery Channel
National Geographic
Channel
Comedy Central
History Channel
What they read:
Types of Magazines:
Men’s Magazines
Business/Finance
General Editorial
Their favorites:
ESPN The Magazine
Men’s Health
Smart Money
Runner’s World
Sports Illustrated
Time Magazine
11
13. Websites they often visit:
ESPN.com
Amazon.com
Hulu.com
NFL.com
NBA.com
Pandora
Gmail
Yahoo!
iTunes.com
Superpages.com
12
Types of media they gravitate towards:
Magazines
Newspapers
Internet
Radio: Weekdays 3:00pm-midnight
Radio: Weekend 6:00am-3:00pm
*MRI+
14. The problem to be solved is:
Consumers seem to be confused on
how/when to eat Power Bars. Many
believe it is simply an exercise
supplement or performance enhancer.
The key insight we uncovered is:
PowerBar has done well in establishing
a loyal following from its core
demographic: serious athletes and gym-
goers.
However, research indicates many
consume energy bars as snacks, and
not performance enhancers
Key Insight
13
19
6
17
43
8
In which of the following
situations do you consumer
energy bars?
Before/After
Excercising
As a Dietary
Supplement
As a Meal
Replacement
As a Snack
Other
* Results from survey of 71 people about their
health habits and energy bar preferences
15. Positioning Statement
14
To the on-the-go health conscious consumer of all ages,
PowerBar is the leading athletic/performance bar brand
That brings sustained energy and power to any given
situation
16. Advertising Objective
15
Cognition
o While PowerBar is a mature brand and product in the steadily growing nutrition and energy bar
market, leading the Athletic/Sports sub segment in sales, survey respondents and consumers feel
that the PowerBar is only to be consumed by the active sportsman. They are unaware of the
multitude of situations and types of consumers that PowerBar may be appropriate for. We want to
educate energy bar consumers and teach them that the PowerBar may be consumed at any given
time as a supplement, snack, boost or meal. Consumers should not limit their purchase and
consumption of PowerBar to specific situations.
Association
o Consumers should feel comfortable and effortless in consumption and purchase decision making.
We recommend PowerBar to create a stronger and clearer association with its already existing
female targeted products IronGirl and Pria, for female consumers to become more aware and
willing to purchase said products. Brand loyalty amongst female consumers to the PowerBar brand
would carry over into product lines under the PowerBar Brand.
o Extend PowerBar’s accessibility and appropriateness to non active consumers to consume as a
snack, supplement, or diet bar
o Target ads to appeal to on-the-go, working individuals who have little time to cook and have meals
while at work
17. 16
WHO IS THE ADVERTISING TALKING TO?
Our ad “Power Through it All”, featuring a group of friends watching a sports event on TV while
each eating PowerBars is advertising to on-the-go, health and budget conscious consumers, seeking
snacking and dietary supplement alternatives – we describe them as the ‘spectator athlete’.
WHAT SINGLE BENEFIT SHOULD THE ADVERTISING PROMISE?
The advertising should promise the flexibility of the PowerBar to be appropriate for consumption in
any given situation, hence the campaign title “Power Through it All.”
WHY SHOULD THE CONSUMER BELIEVE US?
Customers should believe us because PowerBar has a proven track record in its established leader
position as the top selling athletic/sports bar in the nutrition and energy bar segment. PowerBar’s
sponsorship of several major sporting and athletic events has also built its reputation to be a leader in
supplying the active lifestyle with the required power and energy.
WHAT DOES THE CONSUMER THINK NOW?
Consumers are generally confused about when and where they are ‘supposed to’ consume a
PowerBar. Some
consume it outside of the active sporting setting, whereas others consume PowerBars strictly before,
during, or
after exercise.
WHAT DO WE WANT THE CONSUMER TO THINK?
We want consumers to change their perception of the brand and all product lines, and become more
aware and
comfortable with consuming the different PowerBars at any given time in the day, be it as a diet bar, a
athletic/sports bar, or a health/wellness bar
18. 17
BRAND PERSONALITY AND VISION
PowerBar is currently marketed to the dedicated , motivated, and committed
athlete leading an active and athletic lifestyle. The use of active adjectives
such as “Push” in the current slogan “Power to Push” mirrors the brand’s
edgy and motivated personality. Having athletes pictured in many of the
advertisements, showing
Intensity and muscles conveys the high octane rush that PowerBar is suited
for. Because advertising and marketing efforts are so heavily focused on such
a demographic, ‘spectator’ athletes who enjoy watching sports just as much,
if not more than athletes enjoy competing are left out of the potential target
market
Our “Power Through it All” campaign will change PowerBar’s limiting
image currently confined within the athletic/sports bar sub category, to be
diversified and expanded into more casual and common situational settings,
including but not limited to sporting events. The current slogan “Power to
Push” will be modified to “Power Through it All” to convey PowerBar’s
ability to bring energy and nutrition to all parts of the day.
In order to attract our target audience, we will feature ‘normal’ non-athlete
figures in our ads to provide relevant ground for our potential consumers to
associate with
Situational contexts like the casual watching of a sporting event will be
featured as well to encourage consumption of PowerBar products and its
appropriateness for all sorts of times and settings.
19. Start a microsite “For the Spectator” and have people take pictures of them
consuming the product.
“How did you have your PowerBar today?”
Instagram, Facebook, Twitter hashtag
Making it as easy for consumers as possible
Promote “Family Power” packs, making it easier for the end consumer by clearly
telling them when, how and why they should consume our products. The package
will have a little something for everyone, not matter what athletic build you are.
Sell PowerBar at sports games for the spectators
Host a sweepstakes competition in which a randomly chosen winner will receive a set
“package” of PowerBar products custom fit for the winner’s situational consumption,
whether that be for dieting purposes or as a workout supplement.
Shows the public that PowerBar can be consumed in a variety of ways and has a range
of products from gels to smoothie bars appropriate for different times and situations
in a person’s routine.
Ad 1 will be placed on sports websites and blogs such as ESPN.com, Men’s Health,
SportsGrid and BleacherReport – targeting young men 16-30 who are dedicated to
following sports
Ad 1 will also be placed on billboards around stadiums, encouraging spectators to
chose the snack of the athlete: PowerBar
Ad 2 will be placed in Forbes, W, BusinessWeek, Wired, and Time Magazines, The
Huffington Post, New York Times, corpette.com, and The Daily Muse – targeting
young working professionals
Ad 3 will be placed in Martha Stewart magazine, youngandthrifty.ca,
18
20. Market PowerBar as a differentiator that reaches a broader market rather than a target
market by rebranding existing bars such as IronGirl to make it consistent with the
PowerBar look, as it already has a brand following. Change packaging overall – make
it more eye-catching and exciting.
Many people watch the athletic events that PowerBar sponsors, but most do not
participate in them. So, rather than only marketing PowerBar as the bar for an athlete,
also market it towards an athletic event spectator who does not need that surge of
energy for long hours of practice, but rather wants to enjoy a snack while watching.
Promote product lines like the “spectator family,” including the PowerBar, IronGirl,
PowerBar Gels for children, to show it is not just for the “macho men” but for every
type of person.
Change the packaging of PowerBar to appeal a wider audience range.
“They could definitely work on the packaging.” “Make it look less like it is for big
body-builders, that’s what turns women off from it.”
“The packaging is boring and too old-fashioned.”
Make consumers more aware of the variety of different bars
Harvest, Nut Naturals, Pria, Iron Girl Energy Bar
Focus on marketing bars as more of “snacks” for everyday life
Without isolating current loyal users, market Power Bars as a healthy snack or a
replacement to caffeine.
“I eat a PowerBar in place of coffee – it is better than coffee because you can’t burn off
caffeine.”
Recommendations
19
21.
22.
23.
24. Two one-on-one interviews with
Saksham Narang
Age: 20
Male
College student
Frequent Gym-goer
Katie Gifford
Age: 19
Female
College student
Ran cross country & was
on the cheerleading team
in high school
Questions asked
Would you describe yourself as a loyal user of
PowerBars?
How often do you eat PowerBars?
How often do you workout?
Would you describe yourself as a health-conscious
person?
What do you like about PowerBars?
If not for meal replacement, why do you consume
PowerBars?
What do you think PowerBars as a brand could work
on to keep you more interested?
What do you like about PowerBars?
How do you feel and what do you know about the
PowerBar brand?
What do you think PowerBar could do to improve?
Sources:
• One-on-one interviews
• Online survey with 71 responses
• MRI+
• www.twitter.com/powerbar
• www.facebook.com/powerbar
• www.powerbar.com
• http://www.answers.com/topic/power
bar-inc#ixzz2DeKZUuTK
• http://www.mobilemarketer.com/cms/
news/advertising/5269.html
• www.technorati.com
• http://academic.mintel.com.ezproxy.b
u.edu/display/613334/
• http://academic.mintel.com.ezproxy.b
u.edu/display/613337/
• http://www.powerbar.com/about/abo
ut.aspx
• https://twitter.com/PowerBar
• www.Clifbar.com/
• www.Balance.com/
• www.atkins.com/Home.aspx