Clif Bar Marketing Plan

7190 Words May 2nd, 2013 29 Pages
TABLE OF CONTENTS
Executive Summary ...................................................................................................................................3 Situation Analysis - Background ...............................................................................................................5 SWOT Analysis ..................................................................................................................................7 Key Problem to be Solved ..................................................................................................................9 Key Strategic Campaign Decisions - Objectives .....................................................................................10 Target
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Increasing international growth and commitment to the environment and their employees are major strengths for the company. Growth opportunities are present in the organic market, which is projected to grow 9% (Scott-Thomas, 2012), and the smoothie market, which will see a potential growth of 1.6% through 2013 (Technomic, 2012). Some of the weaknesses facing the company are its narrow target market in the organic product industry and lack of traditional advertising. Major competition from Odwalla and Naked Juice are threats to growth and the volatile market for fruit and other natural ingredients may cause unpredictable price increases and as well as an unpredictable future. Also, shifts in popularity of the trendy organic product movement may cause a decline in future revenues. However, both the smoothie and the organic/health food markets are growing rapidly and Clif Bar can secure a larger share in these markets with the introduction of Simply Clif.

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Advertising efforts for Clif Bar have traditionally focused on social media and event support. The company aligns itself with promotions and activities that involve being active and supporting the community and the environment. Social media, magazine advertisements, a billboard, and a responsive website will be the main media used to introduce Simply Clif to the target market of adults in the age range of 18-40 who are concerned about health and are not overly cost conscious. Campaign effectiveness will be

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