Clif Bar Marketing Plan

Topics: Organic food, Organic certification, National Organic Program Pages: 19 (7175 words) Published: April 17, 2013
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 Audience................................................................................................................................11 Brand Position...................................................................................................................................12 Campaign Strategy...................................................................................................................................13 Media Strategy - Objectives ....................................................................................................................15 Selection............................................................................................................................................16 Media Planning and Buying ....................................................................................................................17 Message Strategy .....................................................................................................................................19 Objectives, Selling Premise ..............................................................................................................20 Big Idea.............................................................................................................................................21 Other Marcom Tools...............................................................................................................................21 Campaign Management ...........................................................................................................................23 Appendix A..............................................................................................................................................27 Appendix B ..............................................................................................................................................28 Appendix C ..............................................................................................................................................29 Appendix D..............................................................................................................................................30 References................................................................................................................................................31

1

Executive Summary
Clif Bar products are delicious, healthy, organic and convenient sources of nutrition. All of Clif Bar's products are at least 70% organic and free of trans fats, hydrogenated oils and high fructose corn syrup (Clif Bar & Company, 2013). As the natural and organic food market continues to grow in popularity, Clif Bar has a promising opportunity for growth. Another important market in the health food category is smoothies. This market is expected to reach $9 billion by 2015, and this type of product is increasingly sought after by consumers (Global Smoothies, 2010). In fact, 71% of consumers will purchase a beverage away from home more than twice a week (Technomic, 2012). Healthy and organic foods and beverages have expanded out of health food stores and into mainstream grocery and convenience stores. Clif Bar has...

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