jack link's strategy presentation
DESCRIPTION
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.TRANSCRIPT
Jack Linkʼs Portion Control
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?
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Beef Jerky Market Share
Snack Market Share
Moms have misconceptions of Beef Jerky
Beef Jerky is not a top-of-mind product for moms
Moms incorrectly view Beef Jerky as unhealthy
Too muchsodium
Unhealthy
Convenience
Price
HealthExercise
Relaxing
Cooking Kids
Husband
Farmville
Friends
Me-Time
CleaningFun
Laundry
Schedules
Safety
Money
WorkShopping
Bills
So, what do moms value?
47Health
29
Convenience
24
Price
Convenience
Price
Health
Momʼs top priorities
Price
Over recent years, value-for-money has become the single most important criteria for shoppers around the world.
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SOURCE: Datamonitor: Changing Grocery Shopping Patterns, 2008
Convenience
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.
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SOURCE: Iconoculture, 2008
Health
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.
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SOURCE: Yankelovich, Childhood Obesity, 2007Linn & Novosat, Calories for Sale, 2008
If Jack Linkʼs Was a Car...
So Jack Linkʼs Is...
Jack Links Portion Control will toughen up your health
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