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.

1. Running Head: POWER BAR MARKET RESEARCH PROJECT
Marketing Research Project Part 4
Power Bar: Marketing Research Project
James Rothaar
MBA 7603
June 29, 2014
1

2. Running Head: POWER BAR MARKET RESEARCH PROJECT
Table of Contents
Executive Summary …. Page 3
Introduction …… Page 4
Research Methodology …. Page 5
Data Analysis and Findings ….. Page 5
Conclusions and Recommendations ….. Page 7
Graphics ….. Page 8
References ….. Page 17
2

3. Running Head: POWER BAR MARKET RESEARCH PROJECT
Executive Summary
Power Bar is a producer of premium health/fitness “candy” bars. The company’s
products are sold via a wholesale distribution network to retailers, grocery stores, and
health food stores. Final users of Power Bar products are retail customers.
A.) Research Objective
Power Bar would like to know if expanding the flavors it offers would increase
its sales. The company wants to determine how current consumers feel about the product;
how they use it; why they use it; how they feel about it; why they use it; and how it
compares to competing fitness “candy bar” products, especially the biggest competitors
such as, Clif Bars, Balance Bars, and MetRx. Determining why customers consume
Power Bar bars and how the brand can increase market share.
B.) Sample and Methodology
The methodology will be quantitative, which is needed to ascertain users’
attitudes toward the Power Bar brand and competitors bars and their usage of Power
Bars. A minimum of 30 responses will be collected and analyzed for all key points.
A sample size of 30 respondents will ensure a confidence level of 95%, with a
predetermined sampling error of +/- 5%.
C.) Managerial Benefits to Study
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.
3

4. Running Head: POWER BAR MARKET RESEARCH PROJECT
The study also will provide insightful information for future product improvements,
aiding in the design of marketing campaigns and sales tools that will bolster new sales
and current customer retention.
D.) Summary of Key Findings
One-hundred-and-forty-four respondents agreed to participate in this 19-question
survey. About 49%, said that they had eaten a Power Bar within the past four months.
Eighty-seven percent stated the flavor of the Power Bar that they bought. The
Chocolate Peanut Butter flavor was purchased more than any other flavor. When
respondents ranked flavors, Peanut Butter, Chocolate, and Chocolate Peanut Butter were
the top three flavors selected.
E.) Conclusions and Recommendations
Thirteen percent of the respondents reported that they eat Power Bars once a
day. Clif Bar is the most popular energy bar and the biggest competitor to Power Bar.
More than 52% of Power Bar eaters would recommend Power Bars; approximately 59%
of the respondents that eat Clif Bars would recommend Clif Bars.
Power Bar produces 10 flavors of energy bars. However, a majority of consumers
only know of three of the 10 flavors available. The additional seven flavors either need to
be marketed better or eliminated from the product line. What needs to be determined is
whether it is a lack of awareness, a lack of relevance to the market, or both, and why this
situation exists.
Introduction
The popularity of health/fitness bars is increasing significantly. The U.S. retail
market for health/fitness bars was $5.7 billion in 2011. The industry is experiencing
4

5. Running Head: POWER BAR MARKET RESEARCH PROJECT
double-digit growth figures and is projected to reach about $8.3 billion in 2016,
according to a report by MarketResearch.com titled Food Bars in the U.S.: Trends in
Cereal/Granola and Energy/Nutrition Bars by MarketResearch.com. The market consists
of two types of products: cereal/granola bars and energy/nutrition bars. The Power Bar
product is classified as an energy/nutrition bar.
Research Methodology
SurveyMonkey.com was deployed to collect data via an online survey taken by
adults that purchased a Power Bar within the past four months. Probability sampling was
used to draw a sample of respondents familiar with the Power Bar brand. At least 30
respondents answered each question. Participants were invited to take this 19-question
survey via messages posted on Facebook and LinkedIn. The majority of the participants
in this survey are long-distance runners and/or physically active individuals. Invitations
to participate were posted in health and fitness clubs on Facebook.
Data Analysis and Findings
Out of the 46 respondents that responded, 37% felt that Power Bars were a good
value. Nearly 49% of 39 respondents that responded felt that Clif Bars were a good value.
More than 52% of the 46 respondents that responded said that they would recommend
Power Bars. More than 56% percent of 39 respondents said that they would recommend
Clif Bars.
Sixty-one of the 70 respondents, whom were pre-qualified to continue with the
questionnaire, stated the flavor of the Power Bar that they bought. Twenty-eight of the 61
(45.9%) respondents bought a Chocolate Peanut Butter bar. Twenty-four of the 61
(39.34%) respondents bought a Peanut Butter flavor bar. Chocolate (34.43%), Oatmeal
5

6. Running Head: POWER BAR MARKET RESEARCH PROJECT
Raisin (21.31%), and Cookie Dough (19.67%) rounded out the top five flavors
purchased.
Forty-seven respondents ranked their favorite flavors of Power Bar. The flavors
listed among their first, second, and third favorite flavors most often were Peanut Butter
(46.9%), Chocolate (42.6%), Chocolate Peanut Butter (34.04%) Oatmeal Raisin
(21.28%), and Milk Chocolate Brownie (21.28%). Four of the five flavors (Chocolate
Peanut Butter, Peanut Butter, Chocolate, and Oatmeal Raisin) were listed as being bought
and among the favorite flavors.
Regarding the frequency of eating Power Bars, eight of 62 (12.9%) respondents
eat one once a day, zero of 62 (0%) eat Power Bars twice a day, four of 62 (6.45%) eat
five to six Power Bars per week, and 50 of 62 (80.65%) eat Power Bars every other day
or less.
Why are Power Bars consumed? Eleven of 63 (17.46%) eat Power Bars as meal
replacements; 29 of 63 (46.03%) eat Power Bars as a health/fitness supplement; and 23 of
63 (36.51%) eat them as both a meal replacement and a health supplement. Twenty-six
out of 60 (43.33%) eat Power Bars as a snack; 25 of 60 (41.67%) feel that Power Bars
enhance athletic performance; 17 of 60 (28.33%) eat Power Bars for weight-loss efforts;
15 of 60 (25%) eat the bars to increase energy; and 15 of 60 (25%) eat the bars for health
and fitness.
Clif Bar was the most popular energy bar and the biggest competitor to Power
Bar. Forty-two of 46 respondents (91.3%) were familiar with Clif Bars; 25 of 38
(65.79%) surveyed said that Clif Bars were good (47.37%) and very good (18.42%).
Out of the 46 respondents that responded, more than 52% felt Power Bars were
6

7. Running Head: POWER BAR MARKET RESEARCH PROJECT
reasonably priced. Out of the 39 respondents that responded, about 59% felt that Clif
Bars were reasonably priced. Fifty-nine percent of those 46 respondents felt that Power
Bars were nutritious; 74% of the 39 of those respondents felt that Clif Bars were
nutritious. Seventy percent of the 46 respondents said that Power Bars were filling; while
67% of 39 respondents indicated that Clif Bars were filling.
Conclusions and Recommendations
The Power Bar brand features 10 flavors, yet five of those flavors make up more
than 70% of the flavors preferred most often in this survey. With 47 respondents, 10 of
47 (21.28%) selected Chocolate Peanut Butter as their favorite flavor. Eight of 47
(17.02%) selected Peanut Butter; six of 47 (12.77%) selected Cookie Dough; and five of
47 (10.64%) chose Nutty Berry; while four of 57 (8.51%) preferred Vanilla. The
company needs to decide whether to continue with all 10 flavors, change flavors, or cut
back to five flavors only.
More than one-half of the Power Bar eaters (52.18%) would recommend Power
Bars. Nearly 70% think that Power Bars are filling, and nearly 59% thought that Power
Bars are nutritious. The brand is well received by its followers much like the Clif Bar
brand is perceived by its followers.
If Power Bar wants to increase its market share and maintain its relevance, it must
seek to increase its value proposition among its followers.
7

8. Running Head: POWER BAR MARKET RESEARCH PROJECT
Graphics
8

9. Running Head: POWER BAR MARKET RESEARCH PROJECT 9

10. Running Head: POWER BAR MARKET RESEARCH PROJECT 10

11. Running Head: POWER BAR MARKET RESEARCH PROJECT 11

12. Running Head: POWER BAR MARKET RESEARCH PROJECT 12

13. Running Head: POWER BAR MARKET RESEARCH PROJECT 13

14. Running Head: POWER BAR MARKET RESEARCH PROJECT 14

15. Running Head: POWER BAR MARKET RESEARCH PROJECT 15

16. Running Head: POWER BAR MARKET RESEARCH PROJECT 16

17. Running Head: POWER BAR MARKET RESEARCH PROJECT
References
Hair, J.F., Wolfinbarger Celsi, M., et. al. (2013). Essentials of Marketing Research, 3rd
Edition. New York, NY: McGraw-Hill Irwin.
Sample Size Calculator (n.d.) Creative Research Systems. Retrieved from
http://www.surveysystem.com/sscalc.htm
Food Bars in the U.S.: Trends in Cereal/Granola Bars and Energy/Nutrition Bars. (March
30, 2012). MarketResearch.com. Retrieved from
http://www.marketresearch.com/Packaged-Facts-v768/Food-Bars-Cereal-
Granola-Bar-6576315/
17