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Creative Brief


                 Ryan Kitchens
                    Katie Oster
                  Colin Parajon
                    Xiyao Yang
Meet Our Team




   Ryan Kitchens   Katie Oster   Colin Parajon   Xiyao Yang
“It’s not party starter, but a party goer!”
                                - Shannon
CHALL NG
  Consumers don't perceive
 any differentiation between
             granola brands.
Analysis of Primary Research




          CHALLENGE


                               p. 19
Executive Summary
This presentation represents the
culmination of our research and analysis of
the current situation as well as our creative
         brief for the Bear Naked company.




                                          p. 3
Situation Analysis
Current Trends




    Consumers are                             T down economy
                         The number of
      increasingly                                 reduces
                        competitors in the
     concerned with                            consumption of
                         granola market
   purchasing organic                        high-priced snacks.
                        continues to rise.
        products.
                                                           p. 6
Current Users
        DemographicCategory            Granola       Incidence of    Incidence of
                                     Market Index   Granola Market    Bear Naked
                                                     Consumption     Consumption
Marital Status: Engaged                  165             7.4             9.9
Age 25-34                                160             28.8            31.5
Graduated College Plus                   158             46.5            40.5
Professional & Related Occupations       158             23.3            28.8
HHI $150,000+                            155             13.6            11.8
Child Age: < 2 Years                     139             9.4             12
Census Region: West                      115             26.9            23.5
Home Value: $200,000-$499,999            112             26.7            27.9
Women                                    106             72.8            79.3
White                                    105             80.5            69

                                                                        MRI p. 7
Current Users



                              Psychographics
     Affluent with abundant resources
     Receptive to new ideas and technologies
     Image is important as an expression of personality
     Busy, career-oriented lifestyles
     Informed and active in consumer marketplace
     Environmentally-conscious
     Seek adventures and challenges



                                                          VALS p. 7
Market Analysis
                   Major Manufacturers & Market Share

 Kellogg Company    General Mills Inc.   PepsiCo Inc.   Ralcorp Holdings
      (32.4%)           (21.1%)            (13.1%)         Inc. (6.7%)

                                                             Honey
                                            Quaker
    Corn Flakes         Cheerios                           Bunches of
                                           Foods NA
                                                              Oats


     All-Bran             Chex            Quaker Oats      Raisin Bran



                                            Cap’n
    Apple Jacks         Fiber One                          Grape-Nuts
                                            Crunch


                                           Mother’s
                          Lucky
    Smart Start                            Natural        Honeycomb




                                                                           IBIS World
                         Charms
                                            Foods

                                            Chewy
                                                           Shredded
      Kashi             Wheaties            Granola
                                                            Wheat
                                             Bars
Market Analysis – Cereal
                                     Hot Cereals
                                        12%




                Ready-To-Eat
                   Cereal      Cereal Bars
                    53%           35%




                                              IBIS World p. 10
Market Analysis – Snack Food
                                       Peanut Butter
                 Seeds                    4.3%
                  5.9%
       Canned Nuts
          6.8%


                                        Potato Chips
                                           26.9%
                 Bulk Nuts
                  11.5%


                         Other Chips   Corn Chips
                         and Snacks      22.9%
                           21.7%


                                                       IBIS World p. 11
Market Analysis – Snack Food
      Snack Category        Share of Market    Volume of    New Share of
                                              Consumption     Market
       Peanut Butter              4.3
           Seeds                  5.9
        Canned Nuts               6.8
         Bulk Nuts               11.5
        Potato Chips             26.9
        Corn Chips               22.9
   Other Chips and Snacks        21.7
           Cereal
          Granola
           Candy
         Crackers
Market Analysis – Snack Food
      Snack Category        Share of Market    Volume of    New Share of
                                              Consumption     Market
       Peanut Butter              4.3
           Seeds                  5.9
        Canned Nuts               6.8
         Bulk Nuts               11.5
        Potato Chips             26.9
        Corn Chips               22.9
   Other Chips and Snacks        21.7
           Cereal
          Granola
           Candy
         Crackers
Competitor Analysis



 Founded       2002             1984              1994             1972             1985             1973
                                $600                                            $300 million
            $65 million                       $70 million                                        $275 million
  Sales                        Million                             N/A            (2010)
              (2007)                            (2011)                                             (2008)
                               (2009)
  Parent                                         Smart
             Kellogg’s        Kellogg’s                        General Mills        N/A          General Mills
 Company                                        Balance
                            Seven whole       Full of taste.   Where Earth       Nurturing        The Taste
             Do you get
 Tagline                     grains on a        Free of        Day is every    People, Nature      Nature
            bear naked?
                              mission.          gluten.           day.           and Spirit       Intended

                                                                                  Fairtrade
              100%
                           USDA Organic,                                       Certified, USDA
             Natural,                                             USDA
 Features                    Non-NGO          Gluten Free                      Organic & Non-       Variety
             Kosher                                              Organic
                           Project Verified                                     NGO Project
             Certified
                                                                                   Verified


                          Company Websites, Bloomberg, The Cornucopia Institute p. 13
Brand Image




                          Cascadian
                           Farms      Kashi




                          Nature’s    Nature
     Bear Naked   Udi’s    Path       Valley
Bear Naked




             Advertising Benefit: Bear Naked gives
                                  you energy.

             Dominant Medium: Internet
Kashi

        Advertising Benefit: Kashi finds the
                             best ingredients.

        Dominant Medium: TV
                         Spent $100.1 million on
                         advertising last year.
Cascadian Farm


                 Advertising Benefit:Traditional and trustworthy

                 Dominant Medium:Print
                                  Spent $16.9 million on
                                  advertising last year.
Nature’s Path

                Advertising Benefit: Organic is good for you &
                                     the environment.

                Dominant Medium: Print
                                 Spent 17.7 million on
                                 advertising last year
Udi’s

        Advertising Benefit: Artisan Granola

        Dominant Medium: Print
Nature Valley


                Advertising Benefit: Be one with nature.

                Dominant Medium: Print
Research
Research Methods



               •   Store Checks

               •   Personal Interviews

               •   Professional Detective Interviews

               •   Focus Group Interviews

               •   Double Blind Taste Test

               •   Ethnographic Study




                                                       p. 18
Store Checks




          •    Bear Naked is not present in all Whole Foods stores.
          •    Bear Naked is least expensive at Walmart.
          •    Prices varied by $0.50 between Kroger locations.
          •    Granola is most expensive at Homeland.
          •    Nature’s Path and Udi’s were not present at Target,
               which has it’s own brand, Market Pantry.
Store Checks




               p. 20
Personal Interviews

    Gender                  Age




              58%           20s                        78%
                            30s                        12%
        Consumption: 79.3
                            50s                        6%
              42%           40s                        3%


        Consumption: 20.7         Consumption:
                                  Age 18-34: 39.3


                                                    p. 23
Personal Interviews




                                   18
                                   16
                                   14
                                   12
                                   10
   What criteria do you use when    8
   choosing a granola brand?        6
                                    4
                                    2
                                    0




                                        p. 25
Personal Interviews




                                    35
                                    30
                                    25
                                    20
                                    15
                                    10
 What granola brands do you know?    5
                                     0




                                         p. 24
Personal Interviews




 Have you heard of Bear Naked?




                                 p. 24
Personal Interviews
  ―Tastes like granola.‖                   ―It’s good. I like the diversity of flavors
                                           they offer, but it would be nice if there
                                           was a chewier option like a bar.‖




  ―I like that they don’t try and dress it up
  too much. Granola is supposed to be         ―I remember seeing bear claws on the
  natural and naked.‖                         packaging.‖




                                           ―It’s a high quality brand. I really like
                                           Bear Naked and it’s packaging.‖
                                                                                   p. 24
Professional Detectives

   Nutrition Experts      Marathon Runners        Store Checkers
                                                  • Kashiis the most
   • Good additive to     • High sugar content       popular granola
     your diet            • Advertise at races       brand
   • Good source of                               • Typical consumers
     fiber                                           are women
   • Typically has a                              • No one has asked
     high sugar content                              them specifically
                                                     about Bear Naked


    Prof. KenanBryant
  • Dr. Allen Knehans     • Robert Hogue
                                                 • Store Checkers
  • Dr. Lindy Rossow      • Gracie Evans
    Ms. Sage Coralli

                                                                    p. 26
Focus Group – Packaging




                  Great Value clip here
Focus Group – Packaging




                 ―Interesting‖


                                 p. 29
Focus Group – Personality



       College students and young adults     67%
       were likely to eat granola.




                    Granola eaters were
                    described as ―green‖ people.


                                                   p. 30
Focus Group
Focus Group
Focus Group – Eating Habits



  All participants said they would only eat granola with
      other things such as milk, yogurt, or honey.
                                                            100%




  Two out of three participants said they would prefer to   67%
    eat granola before exercising.


                                                               p. 31
Focus Group – Taste Test

 Majority of participants were
 undecided on the taste of Bear
 Naked Peak Oats & Honey Granola.

 •   ―It’s too mushy.‖ – Shannon
 •   ―Bird food.‖ – Alli
 •   ―It seems like a garnish.‖ – Ashley
 •   ―Kind of bland maybe a little bit of
     honey in there.‖ – Bro




                                            p. 33
Focus Group
Focus Group


   •   Participants associated granola with a younger, hip demographic.

   •   Overall, they had a hard time defining granola and recalling granola
       brands.

   •   Participants perceived granola as a snack food they would eat throughout
       the day.

   •   Granola cereals and flavored granolas ranked higher in taste, but
       participants agreed that they prefer to mix granola with milk or yogurt.

   •   Participants agreed that taste was more important than price the their
       purchasing decision.
Perceptual Map
                              Taste
  6




  5




  4




  3




  2




  1




  0
      Nature's Path   Kashi    Bear Naked   Cascadian Farms   Udi's
Perceptual Map
                              Price
  6




  5




  4




  3




  2




  1




  0
      Nature's Path   Kashi    Bear Naked   Cascadian Farms   Udi's
Perceptual Map
                                                 Health
                      *Based on low calories, low fat, high carbohydrates and high protein*
  6



  5



  4



  3



  2



  1



  0
      Nature's Path            Kashi                 Bear Naked            Cascadian Farms    Udi's
Bear Naked Presentation
Ethnographic Study


   Thirteen out of twenty-one people checked
   the price of granola.

   Majority of the consumers picked up a
   competitor’s product and 1/3 of the
   consumers picked up Bear Naked.

   Only a few individuals asked a store
   employee questions about the products.

   Consumers spent 33 seconds, on
   average, deciding what product they
   wanted.
                                               p. 35
Ethnographic Study of Blogs
SWOT Analysis

                  Strengths                  Weaknesses
            • Kellogg’s distribution    • Not USDA Certified
            • Granola market grew         Organic, Freetrade
              11% in 2011 to $16          Certified or Non-NGO
              million                     Project Verified
            • Unique blend of granola   • Limited advertising
              is softer-baked             budget
                                        • No granola bar option




                Opportunities                    Threats
            • 80% of consumers agree    • 48% of consumers think
              that manufacturers have     organic products are
              to improve the taste of     better
              healthy snacks            • Retail food prices are
            • 36.7% sought healthier      rising faster than inflation
              food and beverages          rate
              ―slightly more,‖ while    • Prop. 37 and labeling of
              another 24.4% did so        foods with GE
              ―much more‖                 ingredients


                                                                         p. 46
Summary of Findings



         • Little differentiation between granola brands.

         • Kashi had the greatest recall.

         • People try to compensate for inactive lifestyle by
           eating healthy products similar to granola.

         • Busy lifestyles have caused consumers to skip
           breakfast and eat more snacks throughout the day.




                                                                p. 35
Mini-Saga
Daily Runner
Corbin has been
training his entire
life, and not just for the
Ironman. Finally, his
hard work is paying off.
He’s great with
numbers, and his boss
keeps adding them to
his paycheck. His
wealth and success are
well-deserved, and he’ll
soon put it to use
supporting his growing
family.


                     p. 39
Mini-Saga
Healthy Mother

It’s tough watching her
kids grow up so
fast, but Tonya is
excited that her first
born is old enough to
come to yoga class
with her. Despite her
family’s busy
schedule, she finds
time to take care of
herself because being
healthy means being
there for her kids
longer.
                p. 39
Mini-Saga
Nature Lover

Music festivals are
where Dakota feels the
most alive. He loves
the sense of
community that comes
from being around like-
minded people as they
escape the worries of
their everyday lives. It’s
a few days of peace
before going back to
his part-time job to earn
enough for next year.

                 p. 39
Consumer Groups

 Experiencer
 • Motivated by self-                                                                    Achiever
                                                       Daily Runner                      • Goal-oriented lifestyle
   expression                              • They follow a strict work out regime
 • Seek variety and                          and diet                                    • Deep commitment to
                                           • They are disciplined and like                 career and family
   excitement                                structure.
                                           • Age 18-34, Graduated College
                                             Plus, Professional and Related
Innovator                                    Occupations
• Change leaders
• Likely to
   purchase
   upscale, niche
   products
                                                                              Healthy Mother
                            Nature Lover                                  • Is highly concerned for her
                                                             Innovators

                    •   Enjoys outdoor activities                           children’s well being and is
                                                                            involved in their lives.
                    •   Chooses ecofriendly products
                                                                          • She attends regular workout
                    •   Seeks new experiences
                                                                            classes
                    •   Census Region West, Age 18-
                                                                          • HHI 150,000+, Child Age <2
                        34
                                                                            years, Home Value $200,000-
                                                                            499,999
                                                                                                           p. 38
TIMELINE


                            1970                    1980                   1990                2000                      2010                 2020
1960s: Granola becomes                                                                                                           2011: Patrick Makau of
 popular among hippies         Mid-1970s: Stanley                                                                               Kenya sets world record
                                                                                              2002: Bear Naked is
  who appreciated the          Mason invents the                                                                                  for fastest marathon
                                                                                                     born.
   food’s all-natural             granola bar.                                                                                 time—2 hours, 3 minutes
      ingredients.                                                                                                                  and 38 seconds.
                                                                                                      2004: McKee Baking
                                                   1982: Association of
              1969: Woodstock Music                                                                  acquires granola brands
                                                 International Marathons
              and Art Fair takes place                                                               Sovex and Heartland to
                                                  and Distance Races is
               in Bethel, New York.                                                                    create Small Planet
                                                         founded.
                                                                                                             Foods.
                          1972: Frank Shorter wins
                             the marathon at the                  1990: Congress passes the                                     2011: 518,000 runners
                         Summer Olympics, spurring                 Organic Food Production              2004: Facebook          complete a marathon in
                         national enthusiasm for the                         Act                                                  the United States.
                                    sport.

                          1972: Heartland Natural
                          Cereal becomes the first                         1992: The United States
                                                                                                            2005: Food pyramid is
                            commercial granola                                develops the food
                                                                                                            updated to MyPyramid.
                         brand, followed by Quaker                                pyramid.
                                shortly after.

                                                                                                                   2008: Percentage of
                                    1973: General Mills                                                          obese children aged 6-11
                                introduces Nature Valley.                                                          reaches 20 percent.
                                                                                                                                             p. 41
Consumer Journey for Daily Runner                                       p. 43

                     ―I need to eat healthier so I will have energy to workout
       Realization   and be able to recover faster.‖

                     Talks to fellow workout enthusiast, trainers, searches
  Information
    Search           blogs and websites to find out about products.

                     Looks at nutritional facts such as
        Evaluation   carbs, protein, calories, and low sugar content.

                     Shops at health food stores like Whole Foods, Central
  Purchase           Market, and Natural Grocery

          Post
                     ―Did that provide the energy I needed, or was I able to
        Purchase     recover faster?‖

                     Talks to his workout partners, friends, and coworkers.
    Loyalty
Benefit Matrix

                  Daily Runner            Healthy Mom             Nature Lover


     Product      Soft baked blend of granola offered in a variety of different
     Attribute                flavors with different ingredients.


                 It provides fuel for                            I’m eating a gift from
    Consumer     me to get through
                                         I get to give my kids
     Benefit                               a healthy snack.         mother nature.
                 my daily exercise.


                 After completing my      I’m happy knowing      I feel better knowing
     Emotional   workout I feel better     my children and I     my eating habits are
      Benefit       and day goes         aren’t lacking proper       not hurting the
                      smoother.                nutrition.             environment.


       VALS         Innovator                Achievers             Experiencers

                                                                                      p. 40
Opportunity Matrix                                                                         p. 42

               Number of      Granola     Purchase       Estimated    Estimated      Annual         Annual
               Americans    Consumption   Probability    Potential     Monthly     Individual       Group
                                                        Purchasers   Consumption   Spending        Spending


Experiencers   40,497,589      3.3%          9%         1,456,698       1 bag       $116.16     $169,210,040



 Innovators    31,159,192      3.3%          26%        1,295,599      2 bags       $174.24     $225,775,170



 Achievers     43,612,788      3.3%          9%         1,568,751       1 bag       $116.16     $182,226,116



Daily Runner   62,009,000      3.3%          High       2,557,871      2 bags       $174.24     $445,683,443
                                            (25%)

  Healthy      12,256,000      3.3%        Medium        444,892        1 bag       $116.16     $51,678,654
  Mother                                    (10%)

Nature Lover   6,995,000       3.3%        Medium        253,918        1 bag       $116.16     $29,495,114
                                            (10%)
Creative Brief
Creative Brief - Target Audience

  • Daily Runner, Nature Lover, and Healthy Mother

  • Men and Women

  • Ages 18-34

  • Graduated high school

  • Strive to experience every moment to the fullest, whether it’s an outdoor
    adventure, a music festival or just spending time with the kids.

  • Concerned about their health and well-being.
                                                                      p. 51
Creative Brief - Objective              p. 51




                          To Establish Bear
                       Naked Granola as the
                               ―Ungranola.‖
Creative Brief - Strategy            p. 51




   To convince the daily runner, nature
      lover, and healthy mother to buy
             Bear Naked instead of it’s
       competitors because it offers its
        consumers a superior lifestyle.
Creative Brief – Brand Insight                             p. 52


     All major granola brands are pushing the health benefits
     of their products, and it has cluttered the mind of the
     consumer to the point that they don’t differentiate
     brands anymore. Bear Naked is not only everything the
     other brands are, but it’s also everything they are not.
     It’s the ―ungranola.‖ It’s not just healthy, it presents a
     lifestyle that consumers yearn be a part of. It’s going a
     hike in the woods or running a new trail. It’s fighting for
     a cleaner environment by day and attending the hottest
     music festivals by night. It’s spending the afternoon
     playing with the kids instead of sitting on the couch. It’s
     a badge of honor. It’s being proud to say, ―I live Bear
     Naked.‖
Creative Brief – Consumer Insight                         p. 52




         People eat granola with a purpose.

         To eat granola is to make a commitment
         with yourself to get the most out of your day.
         It’s the pretext of adventure.
Creative Brief - Support                                   p. 52



     Consumers purchase brands that reflect who they are.
     When you see someone wearing Asics, you think they
     run a lot. When you see someone drinking
     Gatorade, you think they are replenishing their body
     after a workout. And when you see someone eating
     Bear Naked, you will think they’re fueling up for an
     adventure. Making Bear Naked more than just a
     product, but an experience, will differentiate it in a
     marketsolely focused on the nutritional benefits of their
     products. The Bear Naked lifestyle will help the brand
     emerge as the face of the granola industry and foster
     loyal consumers.
Creative Brief                                  p. 52




     • Considerations
        • Variety of ingredients and flavors.



     • Tone
        • Inspirational, awakening.
Idea Process




               p. 48
Idea Process




     • Bear Naked is everything that the
        others brands aren’t. We are the
                         UNGRANOLA.



                                    p. 47
Applications
Sponsorships



               Runners stated that granola is a
               good pre-workout snack.

               Bear Naked would be a great
               breakfast before the start of a race.

               Sponsorships for the Orange
               County Marathon start at $5,000
               and allow brands to put their logo
               on promotional materials and their
               product (or a special memento) in
               goody bags.



                                              p. 54
Social

  Pintrest

             1047% YOY change in
             unique visitors

             70% of users are women

             38% are ages 18-34

             Focus on weddings




                      Nielsen p. 55
Mobile                                                p. 56




     People listen to Pandora     Naked Radio creates a
      Radio while they’re at     customized music station
      work. They’ll listen to      that contributes to the
       Naked Radio while          overall experience while
         they’re at play        keeping listeners energized
Mobile                                               p. 57




    As Naked Radio creates a
     playlist, users can tell it   Users can also use GPS
    which songs they like and       mapping to track the
     dislike to influence the               trails
        songs played next
Mobile                                                 p. 58




           They name the         This is the social aspect
          trail, designate a      of the app where the
      difficulty level and add   Bear Naked community
     any photos they took on     can meet, communicate
           their adventure.          and trade ideas.
Future Considerations


   • ―Engaged‖
      – Index of 165 identifies a key demographic

   • Proposition 37
Q & A Session

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Bear Naked Presentation

  • 1. Creative Brief Ryan Kitchens Katie Oster Colin Parajon Xiyao Yang
  • 2. Meet Our Team Ryan Kitchens Katie Oster Colin Parajon Xiyao Yang
  • 3. “It’s not party starter, but a party goer!” - Shannon
  • 4. CHALL NG Consumers don't perceive any differentiation between granola brands.
  • 5. Analysis of Primary Research CHALLENGE p. 19
  • 7. This presentation represents the culmination of our research and analysis of the current situation as well as our creative brief for the Bear Naked company. p. 3
  • 9. Current Trends Consumers are T down economy The number of increasingly reduces competitors in the concerned with consumption of granola market purchasing organic high-priced snacks. continues to rise. products. p. 6
  • 10. Current Users DemographicCategory Granola Incidence of Incidence of Market Index Granola Market Bear Naked Consumption Consumption Marital Status: Engaged 165 7.4 9.9 Age 25-34 160 28.8 31.5 Graduated College Plus 158 46.5 40.5 Professional & Related Occupations 158 23.3 28.8 HHI $150,000+ 155 13.6 11.8 Child Age: < 2 Years 139 9.4 12 Census Region: West 115 26.9 23.5 Home Value: $200,000-$499,999 112 26.7 27.9 Women 106 72.8 79.3 White 105 80.5 69 MRI p. 7
  • 11. Current Users Psychographics Affluent with abundant resources Receptive to new ideas and technologies Image is important as an expression of personality Busy, career-oriented lifestyles Informed and active in consumer marketplace Environmentally-conscious Seek adventures and challenges VALS p. 7
  • 12. Market Analysis Major Manufacturers & Market Share Kellogg Company General Mills Inc. PepsiCo Inc. Ralcorp Holdings (32.4%) (21.1%) (13.1%) Inc. (6.7%) Honey Quaker Corn Flakes Cheerios Bunches of Foods NA Oats All-Bran Chex Quaker Oats Raisin Bran Cap’n Apple Jacks Fiber One Grape-Nuts Crunch Mother’s Lucky Smart Start Natural Honeycomb IBIS World Charms Foods Chewy Shredded Kashi Wheaties Granola Wheat Bars
  • 13. Market Analysis – Cereal Hot Cereals 12% Ready-To-Eat Cereal Cereal Bars 53% 35% IBIS World p. 10
  • 14. Market Analysis – Snack Food Peanut Butter Seeds 4.3% 5.9% Canned Nuts 6.8% Potato Chips 26.9% Bulk Nuts 11.5% Other Chips Corn Chips and Snacks 22.9% 21.7% IBIS World p. 11
  • 15. Market Analysis – Snack Food Snack Category Share of Market Volume of New Share of Consumption Market Peanut Butter 4.3 Seeds 5.9 Canned Nuts 6.8 Bulk Nuts 11.5 Potato Chips 26.9 Corn Chips 22.9 Other Chips and Snacks 21.7 Cereal Granola Candy Crackers
  • 16. Market Analysis – Snack Food Snack Category Share of Market Volume of New Share of Consumption Market Peanut Butter 4.3 Seeds 5.9 Canned Nuts 6.8 Bulk Nuts 11.5 Potato Chips 26.9 Corn Chips 22.9 Other Chips and Snacks 21.7 Cereal Granola Candy Crackers
  • 17. Competitor Analysis Founded 2002 1984 1994 1972 1985 1973 $600 $300 million $65 million $70 million $275 million Sales Million N/A (2010) (2007) (2011) (2008) (2009) Parent Smart Kellogg’s Kellogg’s General Mills N/A General Mills Company Balance Seven whole Full of taste. Where Earth Nurturing The Taste Do you get Tagline grains on a Free of Day is every People, Nature Nature bear naked? mission. gluten. day. and Spirit Intended Fairtrade 100% USDA Organic, Certified, USDA Natural, USDA Features Non-NGO Gluten Free Organic & Non- Variety Kosher Organic Project Verified NGO Project Certified Verified Company Websites, Bloomberg, The Cornucopia Institute p. 13
  • 18. Brand Image Cascadian Farms Kashi Nature’s Nature Bear Naked Udi’s Path Valley
  • 19. Bear Naked Advertising Benefit: Bear Naked gives you energy. Dominant Medium: Internet
  • 20. Kashi Advertising Benefit: Kashi finds the best ingredients. Dominant Medium: TV Spent $100.1 million on advertising last year.
  • 21. Cascadian Farm Advertising Benefit:Traditional and trustworthy Dominant Medium:Print Spent $16.9 million on advertising last year.
  • 22. Nature’s Path Advertising Benefit: Organic is good for you & the environment. Dominant Medium: Print Spent 17.7 million on advertising last year
  • 23. Udi’s Advertising Benefit: Artisan Granola Dominant Medium: Print
  • 24. Nature Valley Advertising Benefit: Be one with nature. Dominant Medium: Print
  • 26. Research Methods • Store Checks • Personal Interviews • Professional Detective Interviews • Focus Group Interviews • Double Blind Taste Test • Ethnographic Study p. 18
  • 27. Store Checks • Bear Naked is not present in all Whole Foods stores. • Bear Naked is least expensive at Walmart. • Prices varied by $0.50 between Kroger locations. • Granola is most expensive at Homeland. • Nature’s Path and Udi’s were not present at Target, which has it’s own brand, Market Pantry.
  • 28. Store Checks p. 20
  • 29. Personal Interviews Gender Age 58% 20s 78% 30s 12% Consumption: 79.3 50s 6% 42% 40s 3% Consumption: 20.7 Consumption: Age 18-34: 39.3 p. 23
  • 30. Personal Interviews 18 16 14 12 10 What criteria do you use when 8 choosing a granola brand? 6 4 2 0 p. 25
  • 31. Personal Interviews 35 30 25 20 15 10 What granola brands do you know? 5 0 p. 24
  • 32. Personal Interviews Have you heard of Bear Naked? p. 24
  • 33. Personal Interviews ―Tastes like granola.‖ ―It’s good. I like the diversity of flavors they offer, but it would be nice if there was a chewier option like a bar.‖ ―I like that they don’t try and dress it up too much. Granola is supposed to be ―I remember seeing bear claws on the natural and naked.‖ packaging.‖ ―It’s a high quality brand. I really like Bear Naked and it’s packaging.‖ p. 24
  • 34. Professional Detectives Nutrition Experts Marathon Runners Store Checkers • Kashiis the most • Good additive to • High sugar content popular granola your diet • Advertise at races brand • Good source of • Typical consumers fiber are women • Typically has a • No one has asked high sugar content them specifically about Bear Naked Prof. KenanBryant • Dr. Allen Knehans • Robert Hogue • Store Checkers • Dr. Lindy Rossow • Gracie Evans Ms. Sage Coralli p. 26
  • 35. Focus Group – Packaging Great Value clip here
  • 36. Focus Group – Packaging ―Interesting‖ p. 29
  • 37. Focus Group – Personality College students and young adults 67% were likely to eat granola. Granola eaters were described as ―green‖ people. p. 30
  • 40. Focus Group – Eating Habits All participants said they would only eat granola with other things such as milk, yogurt, or honey. 100% Two out of three participants said they would prefer to 67% eat granola before exercising. p. 31
  • 41. Focus Group – Taste Test Majority of participants were undecided on the taste of Bear Naked Peak Oats & Honey Granola. • ―It’s too mushy.‖ – Shannon • ―Bird food.‖ – Alli • ―It seems like a garnish.‖ – Ashley • ―Kind of bland maybe a little bit of honey in there.‖ – Bro p. 33
  • 43. Focus Group • Participants associated granola with a younger, hip demographic. • Overall, they had a hard time defining granola and recalling granola brands. • Participants perceived granola as a snack food they would eat throughout the day. • Granola cereals and flavored granolas ranked higher in taste, but participants agreed that they prefer to mix granola with milk or yogurt. • Participants agreed that taste was more important than price the their purchasing decision.
  • 44. Perceptual Map Taste 6 5 4 3 2 1 0 Nature's Path Kashi Bear Naked Cascadian Farms Udi's
  • 45. Perceptual Map Price 6 5 4 3 2 1 0 Nature's Path Kashi Bear Naked Cascadian Farms Udi's
  • 46. Perceptual Map Health *Based on low calories, low fat, high carbohydrates and high protein* 6 5 4 3 2 1 0 Nature's Path Kashi Bear Naked Cascadian Farms Udi's
  • 48. Ethnographic Study Thirteen out of twenty-one people checked the price of granola. Majority of the consumers picked up a competitor’s product and 1/3 of the consumers picked up Bear Naked. Only a few individuals asked a store employee questions about the products. Consumers spent 33 seconds, on average, deciding what product they wanted. p. 35
  • 50. SWOT Analysis Strengths Weaknesses • Kellogg’s distribution • Not USDA Certified • Granola market grew Organic, Freetrade 11% in 2011 to $16 Certified or Non-NGO million Project Verified • Unique blend of granola • Limited advertising is softer-baked budget • No granola bar option Opportunities Threats • 80% of consumers agree • 48% of consumers think that manufacturers have organic products are to improve the taste of better healthy snacks • Retail food prices are • 36.7% sought healthier rising faster than inflation food and beverages rate ―slightly more,‖ while • Prop. 37 and labeling of another 24.4% did so foods with GE ―much more‖ ingredients p. 46
  • 51. Summary of Findings • Little differentiation between granola brands. • Kashi had the greatest recall. • People try to compensate for inactive lifestyle by eating healthy products similar to granola. • Busy lifestyles have caused consumers to skip breakfast and eat more snacks throughout the day. p. 35
  • 52. Mini-Saga Daily Runner Corbin has been training his entire life, and not just for the Ironman. Finally, his hard work is paying off. He’s great with numbers, and his boss keeps adding them to his paycheck. His wealth and success are well-deserved, and he’ll soon put it to use supporting his growing family. p. 39
  • 53. Mini-Saga Healthy Mother It’s tough watching her kids grow up so fast, but Tonya is excited that her first born is old enough to come to yoga class with her. Despite her family’s busy schedule, she finds time to take care of herself because being healthy means being there for her kids longer. p. 39
  • 54. Mini-Saga Nature Lover Music festivals are where Dakota feels the most alive. He loves the sense of community that comes from being around like- minded people as they escape the worries of their everyday lives. It’s a few days of peace before going back to his part-time job to earn enough for next year. p. 39
  • 55. Consumer Groups Experiencer • Motivated by self- Achiever Daily Runner • Goal-oriented lifestyle expression • They follow a strict work out regime • Seek variety and and diet • Deep commitment to • They are disciplined and like career and family excitement structure. • Age 18-34, Graduated College Plus, Professional and Related Innovator Occupations • Change leaders • Likely to purchase upscale, niche products Healthy Mother Nature Lover • Is highly concerned for her Innovators • Enjoys outdoor activities children’s well being and is involved in their lives. • Chooses ecofriendly products • She attends regular workout • Seeks new experiences classes • Census Region West, Age 18- • HHI 150,000+, Child Age <2 34 years, Home Value $200,000- 499,999 p. 38
  • 56. TIMELINE 1970 1980 1990 2000 2010 2020 1960s: Granola becomes 2011: Patrick Makau of popular among hippies Mid-1970s: Stanley Kenya sets world record 2002: Bear Naked is who appreciated the Mason invents the for fastest marathon born. food’s all-natural granola bar. time—2 hours, 3 minutes ingredients. and 38 seconds. 2004: McKee Baking 1982: Association of 1969: Woodstock Music acquires granola brands International Marathons and Art Fair takes place Sovex and Heartland to and Distance Races is in Bethel, New York. create Small Planet founded. Foods. 1972: Frank Shorter wins the marathon at the 1990: Congress passes the 2011: 518,000 runners Summer Olympics, spurring Organic Food Production 2004: Facebook complete a marathon in national enthusiasm for the Act the United States. sport. 1972: Heartland Natural Cereal becomes the first 1992: The United States 2005: Food pyramid is commercial granola develops the food updated to MyPyramid. brand, followed by Quaker pyramid. shortly after. 2008: Percentage of 1973: General Mills obese children aged 6-11 introduces Nature Valley. reaches 20 percent. p. 41
  • 57. Consumer Journey for Daily Runner p. 43 ―I need to eat healthier so I will have energy to workout Realization and be able to recover faster.‖ Talks to fellow workout enthusiast, trainers, searches Information Search blogs and websites to find out about products. Looks at nutritional facts such as Evaluation carbs, protein, calories, and low sugar content. Shops at health food stores like Whole Foods, Central Purchase Market, and Natural Grocery Post ―Did that provide the energy I needed, or was I able to Purchase recover faster?‖ Talks to his workout partners, friends, and coworkers. Loyalty
  • 58. Benefit Matrix Daily Runner Healthy Mom Nature Lover Product Soft baked blend of granola offered in a variety of different Attribute flavors with different ingredients. It provides fuel for I’m eating a gift from Consumer me to get through I get to give my kids Benefit a healthy snack. mother nature. my daily exercise. After completing my I’m happy knowing I feel better knowing Emotional workout I feel better my children and I my eating habits are Benefit and day goes aren’t lacking proper not hurting the smoother. nutrition. environment. VALS Innovator Achievers Experiencers p. 40
  • 59. Opportunity Matrix p. 42 Number of Granola Purchase Estimated Estimated Annual Annual Americans Consumption Probability Potential Monthly Individual Group Purchasers Consumption Spending Spending Experiencers 40,497,589 3.3% 9% 1,456,698 1 bag $116.16 $169,210,040 Innovators 31,159,192 3.3% 26% 1,295,599 2 bags $174.24 $225,775,170 Achievers 43,612,788 3.3% 9% 1,568,751 1 bag $116.16 $182,226,116 Daily Runner 62,009,000 3.3% High 2,557,871 2 bags $174.24 $445,683,443 (25%) Healthy 12,256,000 3.3% Medium 444,892 1 bag $116.16 $51,678,654 Mother (10%) Nature Lover 6,995,000 3.3% Medium 253,918 1 bag $116.16 $29,495,114 (10%)
  • 61. Creative Brief - Target Audience • Daily Runner, Nature Lover, and Healthy Mother • Men and Women • Ages 18-34 • Graduated high school • Strive to experience every moment to the fullest, whether it’s an outdoor adventure, a music festival or just spending time with the kids. • Concerned about their health and well-being. p. 51
  • 62. Creative Brief - Objective p. 51 To Establish Bear Naked Granola as the ―Ungranola.‖
  • 63. Creative Brief - Strategy p. 51 To convince the daily runner, nature lover, and healthy mother to buy Bear Naked instead of it’s competitors because it offers its consumers a superior lifestyle.
  • 64. Creative Brief – Brand Insight p. 52 All major granola brands are pushing the health benefits of their products, and it has cluttered the mind of the consumer to the point that they don’t differentiate brands anymore. Bear Naked is not only everything the other brands are, but it’s also everything they are not. It’s the ―ungranola.‖ It’s not just healthy, it presents a lifestyle that consumers yearn be a part of. It’s going a hike in the woods or running a new trail. It’s fighting for a cleaner environment by day and attending the hottest music festivals by night. It’s spending the afternoon playing with the kids instead of sitting on the couch. It’s a badge of honor. It’s being proud to say, ―I live Bear Naked.‖
  • 65. Creative Brief – Consumer Insight p. 52 People eat granola with a purpose. To eat granola is to make a commitment with yourself to get the most out of your day. It’s the pretext of adventure.
  • 66. Creative Brief - Support p. 52 Consumers purchase brands that reflect who they are. When you see someone wearing Asics, you think they run a lot. When you see someone drinking Gatorade, you think they are replenishing their body after a workout. And when you see someone eating Bear Naked, you will think they’re fueling up for an adventure. Making Bear Naked more than just a product, but an experience, will differentiate it in a marketsolely focused on the nutritional benefits of their products. The Bear Naked lifestyle will help the brand emerge as the face of the granola industry and foster loyal consumers.
  • 67. Creative Brief p. 52 • Considerations • Variety of ingredients and flavors. • Tone • Inspirational, awakening.
  • 68. Idea Process p. 48
  • 69. Idea Process • Bear Naked is everything that the others brands aren’t. We are the UNGRANOLA. p. 47
  • 71. Sponsorships Runners stated that granola is a good pre-workout snack. Bear Naked would be a great breakfast before the start of a race. Sponsorships for the Orange County Marathon start at $5,000 and allow brands to put their logo on promotional materials and their product (or a special memento) in goody bags. p. 54
  • 72. Social Pintrest 1047% YOY change in unique visitors 70% of users are women 38% are ages 18-34 Focus on weddings Nielsen p. 55
  • 73. Mobile p. 56 People listen to Pandora Naked Radio creates a Radio while they’re at customized music station work. They’ll listen to that contributes to the Naked Radio while overall experience while they’re at play keeping listeners energized
  • 74. Mobile p. 57 As Naked Radio creates a playlist, users can tell it Users can also use GPS which songs they like and mapping to track the dislike to influence the trails songs played next
  • 75. Mobile p. 58 They name the This is the social aspect trail, designate a of the app where the difficulty level and add Bear Naked community any photos they took on can meet, communicate their adventure. and trade ideas.
  • 76. Future Considerations • ―Engaged‖ – Index of 165 identifies a key demographic • Proposition 37
  • 77. Q & A Session

Notes de l'éditeur

  1. Word Could from Customer interview
  2. In our account planning campaign for Bear Naked, we have researched consumer attitudes through focus groups, personal interviews, professional detective questionnaires, and ethnographic studies. We have studied MRI, Simmons, IBIS World and many other sources. We have drawn key points from this data and have come together to create a focused and developed creative brief.
  3. The movement of consumers towards purchasing organic products Little distinction between granola brandsDown economy reduces consumption of high-priced snacks
  4. ----- Meeting Notes (12/10/12 12:55) -----Rank each of the mri: Women and white are the least important. Significant diffirenciating factor is marital status.
  5. ----- Meeting Notes (12/10/12 12:55) -----Show trends: Cereal/breakfast is becoming a snack food
  6. We compiled information on 36 different granola brands from 5 grocery stores in the Norman, Oklahoma City, Dallas, and Houston area.  Bear Naked’s average price is $4.85.Bear Naked was the most expensive at Homeland in Norman and the Oklahoma Whole Foods did not carry Bear Naked. Most groceries only had one facing per product line of Bear Naked. The most commonly available lines of Bear Naked are Fruit and Nut, Vanilla Almond, and Heavenly Chocolate. Kashi, Nature’s Path, and Nature Valley had the widest variety of product lines available.
  7. Of those interviewed 58% were females and 42% were males.The majority of interview participants were in their 20s totaling almost 79%.63% of interviewees said that they have heard of Bear Naked before.Kashi was the most known granola brand with 33 interviewees being able to recall it. Bear Naked had 18 participants able to recall it unaided. The majority of respondents said they ate granola a few times a week followed by about twice a month.The most popular flavor of granola was fruit and nut with 14 followed by honey and oat with 13.Price, taste, and ingredients were the largest factors when determining which granola brand to purchase. Health factors such as high fiber and low sugar were also common responses. Consumers most frequently eat granola in yogurt or as a snack bar. These options combined were chosen 49 times by interviewees.
  8. Of those interviewed 58% were females and 42% were males.The majority of interview participants were in their 20s totaling almost 79%.63% of interviewees said that they have heard of Bear Naked before.Kashi was the most known granola brand with 33 interviewees being able to recall it. Bear Naked had 18 participants able to recall it unaided. The majority of respondents said they ate granola a few times a week followed by about twice a month.The most popular flavor of granola was fruit and nut with 14 followed by honey and oat with 13.Price, taste, and ingredients were the largest factors when determining which granola brand to purchase. Health factors such as high fiber and low sugar were also common responses. Consumers most frequently eat granola in yogurt or as a snack bar. These options combined were chosen 49 times by interviewees.
  9. Of those interviewed 58% were females and 42% were males.The majority of interview participants were in their 20s totaling almost 79%.63% of interviewees said that they have heard of Bear Naked before.Kashi was the most known granola brand with 33 interviewees being able to recall it. Bear Naked had 18 participants able to recall it unaided. The majority of respondents said they ate granola a few times a week followed by about twice a month.The most popular flavor of granola was fruit and nut with 14 followed by honey and oat with 13.Price, taste, and ingredients were the largest factors when determining which granola brand to purchase. Health factors such as high fiber and low sugar were also common responses. Consumers most frequently eat granola in yogurt or as a snack bar. These options combined were chosen 49 times by interviewees.
  10. Of those interviewed 58% were females and 42% were males.The majority of interview participants were in their 20s totaling almost 79%.63% of interviewees said that they have heard of Bear Naked before.Kashi was the most known granola brand with 33 interviewees being able to recall it. Bear Naked had 18 participants able to recall it unaided. The majority of respondents said they ate granola a few times a week followed by about twice a month.The most popular flavor of granola was fruit and nut with 14 followed by honey and oat with 13.Price, taste, and ingredients were the largest factors when determining which granola brand to purchase. Health factors such as high fiber and low sugar were also common responses. Consumers most frequently eat granola in yogurt or as a snack bar. These options combined were chosen 49 times by interviewees.
  11. Of those interviewed 58% were females and 42% were males.The majority of interview participants were in their 20s totaling almost 79%.63% of interviewees said that they have heard of Bear Naked before.Kashi was the most known granola brand with 33 interviewees being able to recall it. Bear Naked had 18 participants able to recall it unaided. The majority of respondents said they ate granola a few times a week followed by about twice a month.The most popular flavor of granola was fruit and nut with 14 followed by honey and oat with 13.Price, taste, and ingredients were the largest factors when determining which granola brand to purchase. Health factors such as high fiber and low sugar were also common responses. Consumers most frequently eat granola in yogurt or as a snack bar. These options combined were chosen 49 times by interviewees.
  12. Packaging Focus Group 1:All participants agreed that the packaging of Bear Naked reminded them of the generic Wal-Mart brand. 3 out of 4 participants found the name “Bear Naked” to be interesting. “I think “bear” can go along with the hiking and outdoors idea.” – SusanFocus Group 2: All participants agreed that the packaging of Bear Naked reminded them of the generic Wal-Mart brand. 2 out of 4 participants found the name “Bear Naked” to be interesting. “Definitely like the name best out of all of them.” – Corbin “I think Bear Naked looks pretty healthy also. I mean, I think it’s the only one that says 100% pure and natural granola on it.” – Bro All participants agreed that packaging reminded them Wal-Mart Brand.Five out of seven participants found “Bear Naked” name to be interesting.
  13. Three out of four participants agreed that college students and young adults were likely to eat granola. Granola eaters were described as “green” people.
  14. Thirteen out of twenty-one people checked the price of granola. Majority of the consumers picked up a competitor’s product and 1/3 of the consumers picked up Bear Naked. Only a few individuals asked a store employee questions about the products. Consumers spent 33 seconds, on average, deciding what product they wanted.
  15. Bear Naked provides consumers with the most protein and fat. it is also one of the highest sources of calories, carbohydrates, and fiber in the industry. These nutrients provide our consumer the fuel to make it through the day.
  16. Music festivals are where Dakota feels the most alive. He loves the sense of community that comes from being around like-minded people as they escape the worries of their everyday lives. It’s a few days of peace before going back to his part-time job to earn enough for next year.
  17. P 44 healthy mother, p 45
  18. ----- Meeting Notes (12/10/12 12:55) -----Specific to bear naked
  19. We found that consumers viewed the granola market as bland, boring, and no individual product really stood out in their eyes. Because of this we looked into what our consumers were saying, what the granola category was saying, and what Bear Naked was saying to see where we could find a creative brand insight. All granola brands are pushing health, but we found that consumers already assume granola is healthy and this advertising method is lost on them. Bear Naked is everything that the others brands aren’t. We are the UNGRANOLA. Our consumer groups want a product that fits their lifestyle. A product that provides all the health that the other brands do but doesn’t need to talk about. Instead Bear Naked is out experiencing the world, spending time with their children, and pushing themselves to do the next big thing. Our consumer want to Live Bear Naked.
  20. Access to an engaged, passionate audienceCreative and meaningful activationHighlight a company’s social corporate responsibility efforts
  21. Pintrest is the next-generation cookbook, and Bear Naked should be sharing their favorite recipes with the Bear Naked community. Contests similar to the ones conducted on Facebook can also be conducted on Pintrest to increase the brand’s overall social media presence
  22. People listen to Pandora Radio while they’re at work. They’ll listen to Naked Radio while they’re at play.Users can listen to radio stations based on different types and intensities of outdoor activities.They can also track their favorite trails to share with the Bear Naked community.There’s even a “Get Bear Naked” tab linked to the online store!First, users tell the app how intense their outdoor adventure is going to be. Then they choose which activity they are doing that day.From there, Naked Radio creates a customized music station that contributes to the overall experience while keeping listeners energized.
  23. As Naked Radio creates a playlist, users can tell it which songs they like and dislike to influence the songs played next.Users can also use GPS mapping to track the trails they follow in order to come back later or share it with other users.It will record the location and distance of the trails.
  24. After tracking a trail, users are prompted to complete a page for the trail that can be searched by other users.They name the trail, designate a difficulty level and add any photos they took on their adventure.Other users can follow the trail, listen to the Naked Radio playlist the creator was listening to or share the trail on social media. They can also add photos or leave commentsUser profiles keep track of their activity, including the number of trails they have tracked and completed and their favorite songs.Users’ activity on the app will accumulate points that can be redeemed later for Bear Naked merchandise or products. These points are displayed to other users to incite some friendly competition.This is the social aspect of the app where the Bear Naked community can meet, communicate and trade ideas.