This is visual presentation made for Jack Link's Portion Control Beef Jerky. Our goal was to position this product as a healthy snack that mom's can buy for their children.
2. Agenda
What does the current beef jerky market look like?
How can we differentiate Portion Control from the current market?
Who is our new target audience?
How can we communicate with this new audience?
16. “ Over recent years, value-for-money has
become the single most important
criteria for shoppers around the world.
”
SOURCE: Datamonitor: Changing Grocery Shopping Patterns, 2008
19. “ There is an overlay of simplicity and
convenience that just comes along
with being a mom. All moms are
looking for convenient products that
require no compromises.
”
SOURCE: Iconoculture, 2008
22. “ Parents typically look to themselves
when it comes down to the ultimate
responsibility for their children’s health.
”
“ Childhood obesity is a serious and
escalating public health concern, yet
children are targeted as never before by
marketing and high-calorie, nutritionally
deficient foods.
”
SOURCE:
Yankelovich, Childhood Obesity, 2007
Linn & Novosat, Calories for Sale, 2008