We conducted an analysis on current and potential Clif Bar consumers in order to uncover important factors pertaining to the target audience. The founder of Clif Bar, Gary Erickson, was inspired to create a better tasting energy bar following his frustration with unappetizing energy bars (“CLIF: Our Journey,” n.d.). Clif Bar hit shelves in the United States in 1992 and, in 2007, went international with the launch in the UK (“CLIF: Our Journey,” n.d.). Our goal is to identify a potential group of relevant consumers Clif Bar may be missing. Using Simmons OneView, our research concluded with a deeper understanding into the demographics, psychographics, and behaviors of current and potential Clif Bar consumers. Our research began with identifying …show more content…
Our second-largest group is adults ages 25-34, which accounts for 26.6% (vertical) of Clif Bar consumers also resulting in a high index of 153. We can infer from this data that current consumers are predominately young to middle aged adults, ages 25-44; the indexes show that a correlation between these age groups and Clif Bar consumption exists. About half of the current consumers (48.8% vertical) consider their diet to be very healthy; the index is large at 122. In addition to nearly half of the consumers who are considered to have a healthy diet, over half (56% vertical) of current consumers are in control of their weight; the index is also large at 137. In heed with eating healthy, Clif Bar consumers have a high index of 158 regarding fitness …show more content…
As stated earlier, in order to target the younger demographic of Clif Bar consumers, ages 18-24, we must first and foremost be attractive to them. Through our research using Simmons OneView, we can infer that our target audience is college educated or in the process of furthering their education. They’re healthy, weight conscious and adventurous with a low interest in Internet and television. Due to their low media interests, advertising to this group can be very difficult to achieve. First, we’re going to target areas with low indexes, primarily southern regions of the United States. In accordance with targeting areas with low indexes, we want to emphasize and push Clif Bar at universities due to the high index of currently enrolled consumers. In order to do so, we must attract students by offering free samples and apparel around campus, especially the recreation center. We will have a partnership with select university recreation centers to make our brand more visible, such as sponsoring equipment resulting in our logo being on it. In addition to having a presence on campus, we will host a scholarship sweepstakes to drive up interest among students. Our overall campaign will have an active, adventurous theme, depicting experiences of common, everyday people. Lastly, we will use social media to target our younger
This shows the impact on how important it is to make a priority in eating and making well balanced meals. Being able to see the history in how eating habits have changed generation to generation gives an insight on what we need to change. Many people such as Mark never ate a fresh vegetable until 19 years old. This shows that there is a big gap in eating balanced and healthy meals because of the mass production of frozen and canned foods. Mark Stated that, “it cut down on the variety of food we ate” (Mark Bittman 2007 Ted Talk, transcript 10:17).
The programming of the campaign included a theme, slogan and key message. The theme of the campaign was adventure/travel, which aligns with the insight discovered about Hispanics and their sense of adventure. The theme is broad, allows flexibility for multiple messages, and allows for an easy connection between the brand and consumers. The slogan used in the campaign was
Nowadays in America, we are encountering problems with our food system. The way it’s being processed is affecting everyone. From youngest to oldest, farmers to lawyers and smallest to biggest animal. Consumers are made to believe that they are buying and eating healthy foods , but the labels that led them to believe that are not completely honest. The essay “Escape from the Western Diet” written by Michael Pollan is an explanation of the theories of the western diet.
As Woolston (2015) clearly conveyed, “Fatty, unbalanced, and oversized: That, in a nutshell, is the American diet.” With an escalation in fast food restaurants numbers, health food prices, and portion sizes, the typical American diet relics as a death sentence, encompassing fat, cholesterol, and sodium filled meals. Americans typically consume food that occurs quick and inexpensive, not comprehending the effect that this food deposits on their health. Apprehending the impact that the American diet places on health, the “Dietary Guidelines for Americans" serves as a guideline to help Americans rid of their old habits, reaching towards a healthy diet and weight.
This group is a new generation that prefers identical and trendy forms instead of seriousness. Geico’s commercial is trendsetting. It is creating a group of consumers with lifetime loyalty to Geico. After making a connection with them, Geico enlarges its
This ongoing has been a large discussion for many people. He exemplifies that through Eric Schlosser of the “Dark Side of the All-American Meal” (2001) and how San Franciscans, fretted largely about, “the nutritional dangers to their children’s health, began the last century by banning “roving pie vendors” who catered to the “habitual pie-eating” habits of schoolchildren and prohibiting the sale of soft drinks on school campuses.” (Leitcher) The question then becomes at the center of all the health promotions advertised, the advice spoken, and advocacy, to what lengths do one literary novel change the social fabric of how Americans look at food
According to the latest statistics from various sources, 1 out of 3 kids are obese in America and obesity is gradually becoming more and more common as it affects 37 percent of all adults and nearly 18 percent of all children in America (Yaniv and Rosin, 2009). The problem of obesity is also rising in parts of the developing world, as income levels rise and people have access to fattier products. In fact, the percentage of adult obesity has more than doubled while children’s obesity rates have more than tripled within the past thirty years around the globe (Yaniv and Rosin, 2009). However, despite the rise in global obesity rates, an alarming estimate of about 112,000 deaths are associated with obesity each in the U.S. alone. One of the chief causes is many people suffering from obesity do not make healthy food choices (Sturm, Powell, Chriqui and Chaloupka, 2010).
But why? Pollan suggests that how we eat is just as important as what we eat. And that is the other thing that Americans don’t think about. Claims about being healthy aren’t the only way that food marketers draw our attention. There’s another one- convenience.
Quite frankly most American citizens are lazy. There is many factors that contribute to the unfortunate laziness of many American’s. Many of these factors have just come about within the last decade. For instance, one reason many American citizens tend to be lazy is because of the increase of popularity in video games and television. Another reason many American’s are couch potatoes is because they spend many hours working inside an office building.
Nutrition Topic: Nutrition Organization: Topically Specific Purpose: To inform my audience the importance of proper nutrition I. INTRODUCTION A. Attention getter: Did you know that more than two thirds of adults are considered to be overweight or obese in the United States? If obesity rates stay consistent, about 51% of the population by the year 2030 will be obese.
Introduction Critiquing this ad on how it attracts customer to buy their product. I will talk about what is motivating or attracting the customer. Sometimes it’s the meaning behind the ad or how the product is represented. Nikes is using one of the most popular strategies that are successful in promoting its product and increasing income. When I first saw this ad I immediately knew they were comparing the iron man suit to the shoes showed in the ad.
Snickers don’t just want there product to be a chocolate bar, but also a satisfying meal replacement when hungry. They want their audience to never have that feeling that " this chocolate bar is old", they want their product to always be satisfying and enjoyable to all. The basic message of Snickers is that if you’re not feeling like yourself , a Snickers bar will help you out and turn you back into your norma self. Coca
Title: FAST FOOD POPULARITY A. Introduction: Nowadays, most people -especially kids and youngsters- prefer to eat fast food, such as McDonald, pizza, fried food, and etc. Why it has become so popular? It is tastes better than homemade food? B. General Statement: Fast food industry has grown dramatically and become so popular. According to the research, people spend more money on fast food than the education.
ADVANCED AND APPLIED BUSINESS RESEARCH Name: Muhammad Zubair Qureshi ERP: 12191 Section: MBA (Morning) Topic: WAC (Pillsbury Cookie) Submitted to: Dr. Huma Amir Date: 31-1-2016 EXECUTIVE SUMMARY This case tackles the research analysis that was conducted by General Mills Canada to understand the major factors in terms of variables of their target market in order to make a specific strategy to better the sales performance of the Pillsbury Refrigerated Baked Goods or “RBG”. This research highlights how the company was analyzing consumer preferences in accordance to taste usage and purchase intension for the RBG cookies.
According to Centres of Disease Control and Prevention more than one-third (34.9% or 76.6 million) of U.S adults are obese. In this fast moving world, may it be people from the corporate world or even students no one really have the time to wait to get their food done. So the only way is that they buy themselves fast food. However, awareness is being created these days about the effects of fast food people are also starting to blame fast food for increasing rate of obesity.