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
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.
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
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.
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
47.
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.
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
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.
The movement of consumers towards purchasing organic products Little distinction between granola brandsDown economy reduces consumption of high-priced snacks
----- 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.
----- Meeting Notes (12/10/12 12:55) -----Show trends: Cereal/breakfast is becoming a snack food
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.
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.
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.
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.
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.
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.
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.
Three out of four participants agreed that college students and young adults were likely to eat granola. Granola eaters were described as “green” people.
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.
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.
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 44 healthy mother, p 45
----- Meeting Notes (12/10/12 12:55) -----Specific to bear naked
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.
Access to an engaged, passionate audienceCreative and meaningful activationHighlight a company’s social corporate responsibility efforts
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
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.
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.
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.