By:

Stevano Adranacus
Andre Mangkuningrat
Jackson Smith
Kevin Wijaya
Shirley Yu
Overview
Founded in 1992 by Gary Erickson
Current product: Organic food and drinks
Current target market: General & Niche markets
Sales: $406.9 million (Clif brand)
Industry:
Snack food industry
Health food industry
SWOT
Market Driver

Older adults have higher disposable income than any

other generation

More and more people are generally eating healthier

Market Trend

Increase in US real GDP

Shifting age-group population

 Competitive Analysis - Direct
Competitor #1: General Mills Net Sales $17.9 Billion
2014
Nature Valley Bars Net Sales $17.6 Billion
2015
Commuters, Nature enthusiasts
Strengths Domestic market, social media presence,
wide variety of products.
Television Ads, Magazine
Weaknesses Competitive markets, future probability,
branch can be perceived for nature
$2 12 pack enthusiasts.

$4.19 24 pack Expansion into other food products, can make

Opportunities
people feel like they are adventurous.

Threats Rising cost of raw materials, growing

probability and lower profitability.
 Competitive Analysis - Direct
Competitor #2: Post Holdings Net Sales $4,648.20
2014 (in millions)
Power Bar
Net Sales $2,411.1
2015 (in millions)
Athletes, Males 18-49, college graduates
Strengths Leader in sport bar segment.
Television: ESPN, History, nat. Geo.
Weaknesses Lower awareness among everyday
people. Can sometimes be perceived
$1.79 1 bar as only for athletes.
$17.88 12 bars
Opportunities Change consumers perceptions about
the brand with marketing techniques.

Threats Increasing market share of other

companies in nutrition bar market.
 Competitive Analysis - Indirect
Competitor #3: Mars Inc Outsell every other candy bar
Strengths
internationally, variety of products,
Mars Bars Well - known & respected brand
name, great taster & packaging.

Millennials & younger, snackers Weaknesses Unequal promotion for each product,
sometimes more expensive
chocolates, not a lot of research and
Leader of candy bar market development.

$1.53 1 mars bar Opportunities Growing interests in dark chocolates,

product innovations, financial
markets.
$4.28 6 mars bars
Threats Intense competition, cheaper
technology, price wars, healthy eating
people.
STP
Segmentation:
Active and Health Conscious Lifestyle (Millennials and Gen X)
Age group 18 - 44 (Millennials and Gen X)
High Disposable Income (+$80,000 annual income)
Snackers
Millennials - Gen X
Targeting
Snackers Baby
Boomers or Older
Positioning
Premium
Organic
Healthy
Tasty
Recommendation
New Market: Older Age Population (51 and above)
40% of adults do not meet the daily nutrition requirement (Dept. of Human Service
and Health and Agriculture)
New Product: Clif Bar for Seniors
Product & Price

Essential vitamins, minerals, protein, such as Calcium,

Phosphorus and Vitamin C to maintain muscle strength
and bone health and supplement diet.
Tasteful, soft texture, and easy to digest.
Competitive Pricing based on regular Clif Bar
$1.50*(1.10~1.30%) = $1.99
Place & Promotion
Place
Clinics, Pharmacies,, Pharmacies, & Health Centers

West CCoast

Promotion
Normal route of advertising, doctor promotion

Mobile & Email promotion baby boomers

Social Media millennials and generation Xs