Clif Bar is a company established in Emeryville, California. They concentrate on making healthy and organic snacks and drinks for people who like adventure. The most popular snack they sell is the original Clif bar which anyone can easily grab and eat from individuals who are bike riding 150 miles to those who are hiking in their neighborhood walk trail. The original Clif bar is said to give consumers enough energy to keep up with any adventure. With two websites one to discover their products (clifbar.com) and the other website to purchase their products (clifbarstore.com). Both websites are easy to navigate, their structure is similar in which the content is on the left side and pictures take up most of the space. The pictures are links to …show more content…
the products for instance a picture of a Clif Bar will upload the nutrition facts and other flavors one might like. Clif Bar does not just relay on their websites. They are active users of Twitter, Facebook, and Instagram. Their content is similar in all three social medias, encouraging people to go on an adventure from hiking, rock climbing, cycling, snowboarding, or surfing. Clif Bar has made a new campaign called “#FeedYourAdventure” which takes viewers into virtual adventures on Youtube. When starting the video the first question is “Do you adventure?” one must click yes or no, throughout the video questions are asked to design one’s own adventure path. The bad news about this wonderful interaction video is that it is not compatible with mobile devices and can only be used on a computer. The website design for Clif Bar is simple enough to navigate as mentioned previously the content is on the left and everything else are pictures. The usability features are easy to use because with one click it automatically takes the viewer to the designated place. Everything is on the left from the products one can choose from, nutritional facts, its community of athletes, and its company’s information. In 2012 Clif Bar introduced their MojoGo campaign which was a way for customers to interact with Clif Bar on Twitter. Customers would tweet to ClifMojoGo and used their geo-tag on their tweet to verify their location. This would let customers receive a coupon for a free Mojo Bar and enter for a chance to win other prices. It was easy for customers to interact in this campaign because it was mobile friendly. One can easily get out their phone and open their Twitter app and post a tweet. This campaign brought an increase for Clif Bar interaction with 9,000 page views and 2,200 video views. Clif Bar creates a positive customer experience by depicting their products as natural, simple, and for people who are on the go and have an active lifestyle. The website gives a positive experience due to its illustrations they have posted, encouraging customers to take a bike ride, rock climb, or even take a hike. The benefits of Clif Bar is, it gives people with an active lifestyle an easy way to intake energy. With it being organic and healthy with simple ingredients people will more likely choose this energy bar than its competitors who have a great amount of sugar than anything else as their first ingredient. Clif Bar has a variety of energy bars for every activity, age, and flavor. The cost varies depending on the bar one chooses but it seems for many the benefits outgrow the cost since they are all made with natural ingredients. The value of Clif Bar is it gives outdoor active people a boost of energy in a quick hand help snack. It assures them that what goes in their body will not harm them it will only enhance their performance in their activities with natural ingredients. Clif Bar’s marketing mix consists of the 7Ps.
Starting with the product Clif Bar expanded its original energy bar into other products to fulfill customers’ needs and wants. They made Luna Bar for women, ZBar for children, and for those who want more energy they created Clif Shot to easily drink a small amount of energy on the go. Clif Bar promotes their products by sponsoring events; their latest event they sponsored was the 2016 Boston Marathon. Giving racers who need energy free samples to encourage them to finish the race. The prices for their products are relatively higher than their competitors due to their natural/ organic ingredients. But customers are willing to pay an extra dollar for quality ingredients. The places Clif Bar is available are Australia, Belgium, Japan, Italy, Portugal, and Spain just to name a few. The people in Clif Bar believe in their product. They are adventure goers who love to hike and be in the outdoors. They believe energy should be natural just like the great outdoors and that organic is the way to go. The process for Clif Bar is they distribute their products to local stores (Albertson’s, Ralphs, Vons, Target, and Walmart) they also sell them direct on their online store (clifbarstore.com). Physical evidence for Clif Bar is portrayed as an energy bar for active people. The website illustrates people on bikes, hiking, and running being happy and focused on their activities. All the factors of the marketing mix for Clif Bar revolve on their simple natural ingredients targeting active people on the
go. Customer relationship management (CRM) is described as “the process of targeting, acquiring, transacting, servicing, retaining, and building long term relationships with customers that add value both to the organization and to the customer” (Strauss, 411). Clif Bar managed to develop long term relationships with their customers by using social media to interact with their customers where they can interchange messages pertaining to feedback, concerns, promotions, and special events. For instance on Clif Bar’s Facebook page people leave comments thanking Clif Bar for sponsoring their event. Others write about what bar flavors they enjoy and some people even write to oppose their so called “natural” ingredients they put on their products. On their website (clifbar.com) there is a tab named “Team Clif Bar” where people can discover athletes and ambassadors for Clif. People can discover how Clif Bar is involved with sports and athletes. Clif Bar has made a long term relationship with its customers by showing them the community they are part of and letting people explore their brand not just by their products but by their active lifestyle.
The presentation will also emphasize how persuasive advertisements can have significant effects on society, including society’s ideological perception of products and their contribution to the nation’s overall health. It was even found to have more Kilojoules than an average Mars Bar! In fact, the study found that most muesli bars usually have more than 1000 Kilojoules. See how misleading advertisements and packaging can be! These clever marketing techniques give extremely sugary foods a healthy perception to make it more enticing to buy – even though it’s still not healthier than confectionary.
Friendships are vital in helping children develop emotionally and socially. They provide a training ground for trying out different ways of relating to others. Through interacting with friends, children learn the give and take of social behavior in general. They learn how to set up rules, how to weigh alternatives and make decisions when faced with dilemmas. They experience fear, anger, aggression and rejection. They learn how to win, how to lose, what's appropriate, what's not. They learn about social standing and power - who's in, who's out, how to lead and how to follow, what's fair and what's not. They learn that different people and different situations call for different behaviors and they come to understand the viewpoints of other people.
The small drink that promises big energy and alertness without have jitters plays a role in most teenage and adult lives. This 5- Hour Energy’s audience is multitasking, working professionals. The market demand has increased a tremendous amount since the product had hit the store shelves in the year 2004.
In 2003, Palmer Jackson, Inc. created a new line of sports beverage called Green Ox. This beverage has some differences from other similar beverages, as it contains the benefits of antioxidants and it can compete in more than one category, such as sports drinks, vegetable juices, and antioxidant supplements. These are not the only advantages of Green Ox, because some reputable reports argue there is a strong link between using the vitamins and minerals that Green Ox has to reduce the risk of some specific types of cancers, and Green Ox will launch on a type of market that is growing to 15% per year. In order to ensure the success for Green Ox, the company has contracted with Marketing Studies Incorporated (MSI) to study the market and do some important researches. However, Palmer Jackson, Inc. faced one of the challenges that has been common when companies prepare to launch new products on the market. First, the company needed to determine the target audience, especially as we know the large variety of people who deal with this kind of product. Second, the company needed to think thoroughly about how it could position Green Ox with its benefits on consumers’ minds, as Green Ox has the capacity to compete in three different
As stated in the case, “the market for energy drinks was growing; between 2010 and 2012, the market for energy drinks had grown by 40%. It was estimated to be $8.5 billion in the United States in 2013 [and] forecasts projected that figure to reach $13.5 billion by 2018” (pg 5). However, much of this market’s revenue -- 85% in fact -- is dominated by five major brands, while the remaining 15% is split between approximately 30 regional and national companies. (pg. 5). With this saturated market, it might not be best for Crescent Pure to enter as a completely new product to the industry, as there is the possibility that it will be squeezed out of the profit shares by more established brands -- especially if it is not properly secure in its identity. In addition, while the market for energy drinks appeared to be growing at an exponential rate compared to the market for sports drinks -- which increased only 9% in five years and would be at approximately 60% of the rate for energy drinks in 2017 (pg 6) -- the consumers appeared to be wary of partaking in the market for several reasons, which would potentially harm the reach of Crescent Pure. These concerns included rising news reports discussing the safety of energy drinks (pg. 5). Taking into consideration the data provided in the case that concerns reasonings of why consumers choose specific drinks over others, there
Sugar, a sweet crystalized substance, is a commodity that all of society today has acquired. The uses of sugar in the diet of people today is unlimited. Sugar is used in desserts, drinks, as a decoration, and much more. Sugar can be found in almost everything sold at the local grocery store. In Great Britain, by its first introduction, sugar became a most desirable product. It was the increased use of sugar that led to the increase consumption of tea in the British diet. The British desired tea, which they acquired from trade with the Chinese. The desire for tea is one contributing factor that led to the first Opium war.
Initially, the product was marketed and distributed at bike shops and events where running and biking were the competition medium. As this new category began to expand, new entrants began to enter the market. These new entrants began to segment the food bar market into several categories. The primary consumers of the food bar market can be separated into three major segments: energy bars, sports bars, and weight loss bars. In the US, the food bar market is dominated by several companies: PowerBar, Balance Bar, Luna, MetRx, and Clif Bar.
I believe the overall brand architecture of Clif is successful; it’s concise, focused and consistent. The brand value proposition is mainly its non-GMO ingredients and as a result it is pursuing health-conscious consumers. Two additional main pillars and benefits of the brand are its sense of adventure and its energizing effect. Clif portfolio offers two other products that are similar but is pursuing different segments. The brand has a wider community than a typical brand, it offers something for athletes but it offers a healthy non-GMO snack for hungry students, bus riders and so
Cheerios are a standard part of American life. Made by General Mills, the consumers of Cheerios span across the United States, making this bland, or honey flavored treat many Americans’ first solid food, warming the hearts of families everywhere (Cheerios Inc., 2013). The Cheerios brand is incredibly popular due to its variety of flavors and loyalty to being American made. Cheerios has also gained many followers by going GMO (Genetically Modified Organism), and Gluten-free, thus collecting many GMO crazed citizens, along with Gluten-free dieters, and allergy ridden civilians, but changing a recipe isn’t a surefire way to stick around
Companies utilize different marketing strategies to appeal to their target audience. The methods they use to market their products usually reflects the target audience’s preferences or needs. Gatorade was invented at the University of Florida in 1965 by a team of researchers. They discovered nutrients were not being replenished when the school’s football team competed and formulated a solution to the problem. Today Gatorade primarily targets athletic or physically active individuals, especially professional athletes. Over time, Gatorade has become one of the most popular and leading sports drink companies in the world. Many people recognize what Gatorade is and what they do to help individuals who need the extra replenishment so they can continue
Red Bull has becoming hugely successful and operates within the global soft drink marketplace. Within the soft drink industry its niche is the ‘energy drink’ market, of which Mateschitz was largely responsible for creating. Red Bull currently is the leading energy drink across the entire globe. It holds 70% of the market worldwide (Gschwandtner, 2004). Once the drink was passed by health ministries, Red Bull entered the Austrian market, soon thereafter then moved into Germany, United Kingdom and the USA by 1997.
Recently the company sales was hit with a growing demand for low-carb snack bars. Customer preference has changed towards the NRG-A and NRG-B bars and so they want a product with low-carbohydrates in it. Fitter Snacker decides to put a new low-carb bars into the market because of its plans to remain in competition even though it isn’t recording any lost in sales.
1.Red Bull differentiates itself in not only the soft drink industry by focusing on energy drinks solely, but also in the business industry, seeing how their strengths, weaknesses, opportunities for improvement, and threats all seem to blur together . The fact that Red Bull is seen as a luxury and sports drink is a strength, weakness, opportunity, and threat within itself (Kansara, 2); being labeled as such sets Red Bull apart from their competitors, pushing them into one field and industry to prosper in and be associated with, leaving them opportunity to determine the way that industry will grow as they are the pioneers but also threatening their hopes for expansion. In a nutshell, in order for Red Bull to truly work towards their mission
Lack of brand awareness. Our company has a strong image in other countries. But as we introduce our product into our new market where we may not have competitors with similar products, we may have competition with a variety of related products. We will address this issue with heavy and aggressive promotion emphasizing in our products’ nutrition facts.
This increase in production caused a change at the consumption end. When sugar was first being produced it was seen as a luxury product only accessible to the rich, but then as its production increased and there was a surge amount in the market place its uses changed. It went from being a specialized product used for medicinal, ritual, or for display purposes to a common everyday food substitute. Now the working class people began more than ever to consume large quantities of sugar as a substitute to their calorie lacking diet. The production of sugar in the British West Indies was not able to keep pace with the demands from the mother country. When the supply from the British West Indies increased so did England’s demand for the crop. It seemed like from the middle of the eighteen century onward the islands were never able to produce more sugar than what was consumed by the people in the mother country. “English sugar consumption increased about four-fold in the last four decades of the eighteenth century, 1700-40, and more than doubled again from 1741-45 to 1771-75 (Mintz 1985) . As the English began to incorporate more amounts of sugar into their daily diets they began to find multiple uses of the commodity. Sugar soon developed into a stable product in the lives of people. With the increased use of sugar in multiple forms of consumption it changed from its previous classification as a spice to its own separate category. The use of this newly popular commodity did not lose any popularity as the years passed. Britain became a leading exporter of sugar crops into the world market, with majority of the supply going to feed their own peoples ravenous appetite. In 1800 British consumption of sugar had increased some 2,500 percent in...