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Jack Linkʼs
Portion Control
Agenda

What does the current beef jerky market look like?

How can we differentiate Portion Control from the current market?

Who is our new target audience?

How can we communicate with this new audience?
=
/
Beef Jerky Market Share
Snack Market Share
Moms have misconceptions of Beef Jerky
Beef Jerky is not a top-of-mind product for moms
Moms incorrectly view Beef Jerky as unhealthy




                                                Too much
                                                sodium
  Unhealthy
Price      Shopping
   Work       Schedules
  Cooking        Kids
 Farmville      Safety
   Bills       Me-Time
 Exercise       Health
 Cleaning       Money
    Fun       Husband
  Friends      Laundry
Convenience    Relaxing
So, what do moms value?
Momʼs top priorities




                                          Convenience

                                 29
                                                        Convenience
         Health        47
                                                        Price


                                                        Health

                            24



                                      Price
Price
“    Over recent years, value-for-money has
                           become the single most important
                           criteria for shoppers around the world.
                                                                     ”




SOURCE: Datamonitor: Changing Grocery Shopping Patterns, 2008
Convenience
“      There is an overlay of simplicity and
                             convenience that just comes along
                             with being a mom. All moms are
                             looking for convenient products that
                             require no compromises.
                                                      ”



SOURCE: Iconoculture, 2008
Health
“    Parents typically look to themselves
                              when it comes down to the ultimate
                              responsibility for their children’s health.
                                                                        ”
                         “    Childhood obesity is a serious and
                              escalating public health concern, yet
                              children are targeted as never before by
                              marketing and high-calorie, nutritionally
                              deficient foods.
                                               ”


SOURCE:
Yankelovich, Childhood Obesity, 2007
Linn & Novosat, Calories for Sale, 2008
If Jack Linkʼs Was a Car...
So Jack Linkʼs Is...
Jack Links Portion Control will
toughen up your health
Thank You

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Jack Link's Strategy Presentation

  • 2. Agenda What does the current beef jerky market look like? How can we differentiate Portion Control from the current market? Who is our new target audience? How can we communicate with this new audience?
  • 3.
  • 4.
  • 5. = /
  • 8.
  • 9. Moms have misconceptions of Beef Jerky
  • 10. Beef Jerky is not a top-of-mind product for moms
  • 11. Moms incorrectly view Beef Jerky as unhealthy Too much sodium Unhealthy
  • 12. Price Shopping Work Schedules Cooking Kids Farmville Safety Bills Me-Time Exercise Health Cleaning Money Fun Husband Friends Laundry Convenience Relaxing
  • 13. So, what do moms value?
  • 14. Momʼs top priorities Convenience 29 Convenience Health 47 Price Health 24 Price
  • 15. Price
  • 16. Over recent years, value-for-money has become the single most important criteria for shoppers around the world. ” SOURCE: Datamonitor: Changing Grocery Shopping Patterns, 2008
  • 17.
  • 19. There is an overlay of simplicity and convenience that just comes along with being a mom. All moms are looking for convenient products that require no compromises. ” SOURCE: Iconoculture, 2008
  • 20.
  • 22. Parents typically look to themselves when it comes down to the ultimate responsibility for their children’s health. ” “ Childhood obesity is a serious and escalating public health concern, yet children are targeted as never before by marketing and high-calorie, nutritionally deficient foods. ” SOURCE: Yankelovich, Childhood Obesity, 2007 Linn & Novosat, Calories for Sale, 2008
  • 23.
  • 24.
  • 25.
  • 26. If Jack Linkʼs Was a Car...
  • 28. Jack Links Portion Control will toughen up your health