Energy Bar Overview The energy bar market grew from a grass roots effort focused on the consumer base of performance athletes. These athletes usually obtained products at competitive events that were geared towards the everyday consumer. The build up of this market is attributed to PowerBar, but there was significant contribution from others. PowerBar and the Market PowerBar began as a company seeking to create a performance-enhancing food that marathoners could consume during an energy-draining race. 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. Each of these is representative of one of the three major segments in the bar market. In terms of similarities, the food bar industry as a whole seems to be targeting demographic rather than their target segment. Marketers are focusing more of their dollars into packaging their products to appeal to women. This can be seen by the focus on flavors such as Chocolate Covered Strawberry (Cytodyne's Xenadrine Bar), Almond Bliss (Nature's Plus Especially Yours Bar), and Chai Tea (Clif Bar's Luna Bar). While some companies in the food bar industry are more a focus on women, they are able to differentiate by the type of women they market to base on the segment each company focuses on (i.e. sports, energy, and weight loss). Women in each category have specific needs that need to be met. For example, an energy bar would appeal to a woman who is a busy executive on the go and has limited time to stop for a meal. Whereas a woman who is concern about maintaining her shape would be the focus of weight loss bars. PowerBar and Its Competitors Market View PowerBar looked at the market from an energy perspective of creating a bar that focused primarily on men. However, this limited view allowed them to miss the concept of creating bars focused on women. Their close competitor, Clif Bar, built a solid brand for itself.
energy drink. In effect, it will help to freshen the brand image as well as creating entry barriers against other competitors (McDonalds, 2007). This strategy will eventually lead to the increase in market share and customer base.
In this report I shall be looking at data compiled on the client and using this data I will analyse the market potential and demand for "health drinks" within the United Kingdom. Also I will consider whether it is viable to expand and develop the brand within the market whilst maintaining the socially responsible attitude of the company, in conjunction with the growing health trends and the client's ethical product production.
Behind a mirage of various ads promising "Lose weight" and "control," advertisers have hidden meanings to lure the female customer. Keeping this in mind I found an ad that goes along with exactly Bordo's perspective, which is the idea that women are expected to pass up second helpings, eat small portion, and not be tempted to binge. The ad is a young woman holding a chocolate bar that is supposed to be a meal-replacement energy bar, with a small bite taken from the side.
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
Red bull has been the forefront of the energy drink industry because of its well-developed marketing and advertising plans. Red Bull earns their competitive advantage by using lifestyle, music, and culture to their advantage, mentions the ARC. Red Bull is the energy drink trendsetters in my opinion, they are the leaders in their industry leaving others to follow. They also use their branding as a great selling point. Their products have a sleek design, and they also use relate-able people to give samples to potential consumers. Strategies such as these keep them ahead of competitors.
Like Slim-Fast claims that “now you can snack the weight off!” or is that just what they want us to think. Throughout this ad, several different gender codes appear. Even though there this only a woman in the ad holding nothing but a bag of snacks, it also shows codes for men too. One can see that the actor is very into her role and that can be seen through the multiple codes that she displays throughout the ad. One can see the female specific codes that she exhibits starting with her being over excited, skinny, confident, stylish, slutty, and is in high heels. However, she also shows some characteristics that are normally associated with male specific gender codes too. Such as the stance that she takes and her almost excessive attempt to
The beverage industry is highly competitive and presents many alternative products to satisfy a need from within. The principal areas of competition are in pricing, packaging, product innovation, the development of new products and flavours as well as promotional and marketing strategies. Companies can be grouped into two categories: global operations such as PepsiCo, Coca-Cola Company, Monster Beverage Corp. and Red Bull and regional operations such as Ro...
For example, there is a chocolate brand named Yorkie. In the early time, on the package of Yorkie, there is a slogan-“Not for Girls.” Moreover, the previous Yorkie advertisements made in the 70s even show that “Yorkie is chunky. Men like stuff that’s chunky.” Absolutely, the advertisers of Yorkie tend to focus on men’s marketing. If girls see this advertisement, they definitely will not buy this chocolate. Therefore, in their perceptions, this chocolate is only for men. Similarly, there is a cereal named Special K. On the package of this cereal, there is the slogan: “Ladies, eat this and you’ll drop a pant size.” This advertisement does not mention that males can drop a pant size if they eat this. However, when people see this kind of advertisement, they become aware that this cereal is only for ladies. Therefore, the food advertisements which point out gender in their slogan make food
What do the statistics reveal about the product? This reveals that the market for the two products is present, and combining them will result in a profitable business. This paper is a report on targeting and segmenting the new liquor-filled chocolates as a potential business. To begin with, it is crucial to appreciate the meaning of segmentation and targeting, because these two terms lay the foundation for this report. Consequently, segmentation is dividing a market, into groups of consumers with homogenous traits in order to provide each group with the desired product.
Hamburgers are for men, salads are for women, at least that’s what society and advertising tells us. In snack advertisements men are seen bulking up on hot dogs, nachos and burritos, while women are searching for a healthier meal replacement by grabbing a low-calorie no-fat yogurt from the fridge. Nestle has already explained to their consumers that their Yorkie Bar, which explicitly states in big bold text upon the packaging that it is “not for girls”. These chocolate bars are instead to be scoffed back by big manly men with a large appetite and a bench press appointment. Cadbury has also informed many through their advertisements that a woman eating a Flake bar is quintessentially erotic. These chocolate bars often found being consumed by
Throughout time men have been the primary sources of most advertisements. They are the face of cereal, water, fitness, home cooked meals and even taken over the shoe ads. But, who really likes shoes, who really goes to the grocery store, and why do men even go to bars… You got it WOMEN! Within the 21st century tables have turned, women are becoming the center of the household and the center of the economy. So, why should they be left out of our advertising rim? They should be at the forefront of our new product line up. Women embody the new style, design, and taste of our new line-up of beers. Let’s make Bud Light and the other competitors mad… By showing our smooth taste with the smoothest part of society.
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.
Abby Willow once said, “The average American adult consumes 11.7 pounds of chocolate every year- that's the weight of about 6 pairs of shoes!” With so much consumption of chocolate by Americans, it is crucial for the numerous brands to advertise their products in a manner that could potentially dominate their competition in sales. There are endless ways for a company to draw the attention of an audience in order to take over the competition of chocolate sales. Advertising is a key aspect as to how successful a brand may be when compared side-by-side to a similar product. While Snickers and Reese’s Peanut Butter Cups are similar, they are also different; the differences are significant because they demonstrate how some competitors choose to go above and beyond for their advertising while others opt to take a route that is of a more simplistic nature.
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
Looking at all 8 ads there are clear similarities and differences. One similarity is that men and women are both required to be in good shape and have perfect features. This can be explained because the media wants men and women to live up to this “ideal male or female beauty” and companies feel that by selling their product through or on attractive men and women, people will be inclined to buy it in order to achieve that beauty. However, these perfect features are more likely than not photo shopped in advertisements. Advertisements over exaggerate the ideal male and female beauty in society by doing this. Another similarity is that men and women should both omit sexuality and show off their femininity or masculinity. This can be explained