Amanda Elsen & Jenna Lueken P B

 Founded by Brian Maxwell, a Canadian athlete and entrepreneur. Him, his friend and his girlfriend used $55,000 cash to launch the company in 1986 in California.  It was the first energy bar made for endurance athletes.  Bought out by Nestle in 2000 for $375 million  Maker of sports bars, protein bars, nutrition bars, energy fruit chews, energy gel and other products targeted towards distance athletes. P B

 Levels of Competition  Segmentation  Situation Analysis  SWOT Analysis  Objectives  BIG idea  Strategies  Tactics  New Product Development  Budget  Implementation Plan P B

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P B Adult Individual fitnessYoung Individual fitnessPrice sensitive Weight room buffs Dieters Outdoor experiential Young athletes Team sport athletes Nutritional eaters Training athletes Natural eaters Organic consumers Active parents Active students

5 C’s  Company  Power Bar ▪ Empowering student athletes to work hard ▪ #PowerUp – brand strength ▪ Product line made up of sports bars, protein bars, nutrition bars, energy fruit chews, energy gel, power trail mix, energy fruit drink ▪ Increased advertising & brand name awareness P B

 Collaborators  Larger distribution of products  Better location in grocery stores  Also distribute to college convenient stores P B

 Context  College tuition is increasing therefore students budgets for groceries causing decrease in demand for power bar. P B

 Customers  High school & college student athletes ▪ Steady size of segment  Elastic ▪ Price Sensitive  Customers want: ▪ Tasty ▪ Energy ▪ Low price P B

 Competitors  Nutrition Bar ▪ Cliff Bar ▪ Myoplex Bar  Snack Bar ▪ Nutri-Grain Bar ▪ Slim Fast ▪ Fiber One  Competitor’s strengths ▪ More organic ▪ Cost advantage ▪ Customer base advantage P B

 Strengths:  They are nationwide and that could work as an advantage.  Many well developed products, brand extensions and line extensions  Social media presence  Good shelf space and variety in the Duhawk Market  Well-developed website P B

 Weaknesses:  Power bars name is not well known  Their product doesn’t taste good, really tastes like protein  Not much shelf space at retailers  Looks like a candy bar  Don’t have many promotions- if so they are not well known  Higher price  Changed their slogan many times  Have gained a negative connotation with the power bar name P B

 Opportunities:  Availability to sponsor events such as the Tough Mudder/ Warrier Dash/ Nascar for publicity  There is a trend for creating new protein products  Many markets that have specific needs that don’t have a product developed  Many different protein products available for purchase  Use new technology- by creating apps for anything about anything P B

 Threats:  Cliff Bars have much of the market for the same target audience Power Bar has.  Many competitors in the protein bar area  Protein products are seen as a single target market product, people who work out frequently  People do not just eat protein bars like granola bars (as a mid-morning snack, or a filler for lunch) P B

 Sales/Revenue of Nestle Nutrition: $7 billion in 2013  Our modifications will add another $3 billion in revenue.  Add another $1.5 billion in net contribution. P B

 Major redirection of the target market. P B

 Target young athletes who are looking to better their skills & themselves in sports. P B

 Student athletes who work hard to get where they want to be P B

 Empowering student athletes to work hard  “Power Up to a Better You!”  #PowerUp  Healthy  Tasty  Affordable P B

 Power up to a better you P B

 4 P’s  Products  Improve product taste  Narrow product line ▪ Find a product target market likes then expand  New product development ▪ Experiment with line extensions P B

 Price  Single  $1.79 Pack  $17.88  More affordable ▪ single  $1.25 Pack  $12.50 ▪ 6 bars to a pack  Compete with product competitors ▪ Chewy granola bar pack  $13.08 ▪ 8 bars to a pack ▪ Smaller bars P B

 Place  Present in college campus convenient stores  Present in college concession stands  Front of the grocery stores by the check out  Closer to the grocery products ▪ Walmart- Placed in the diet supplement area

 Promotion  YouTube more commercial and advertising  Social media like and share contests  School voting contests for sponsorship from power bar P B

 Facebook  Status: Out with the old in with the new! Power Bar has made some changes and we need your help to make it a success. Check out the changes and leave comments at  Status: How does Power Bar help you #powerup? Submit your photos and be featured on the Power Bar website. P B

 Twitter  RT this for a chance to win a Power Bar gift pack with new the new products #powerup  #Powerup before and after every workout with the new improved Power Bar products P B

 Protein Trail Mix  Power Mix ▪ Including: Nuts, Raisins, Yogurt Clusters, Protein Clusters, Dark Chocolate Chunks ▪ Packaging: easy resalable bag, easy to grab and go. P B

 Fruit Energy Drink  Power Juice ▪ Including: Whole servings of real fruit juice ▪ Unique resalable bottle P B P B POWER JUICE Mango Passion

 Add New logo  Keep Candy/Granola bar look  Keep all products with a uniform look P B

 Partner with schools  College bookstores  College convenient stores  High school vending machines  Concession stands P B

 Nestle gave us 3 million dollars to create a new BIG idea to turn around Power Bar  $1 million on new distribution areas  $500,000 on new packaging with small alterations  $1 million on the new advertisements with the new slogan and logo  $450,000 for new product development  $50,000 for promotional contests P B

 Eliminating the products we don’t want to sell any more  Alter packaging for existing products  Create more affordable prices  Placement and Distribution put in to place  Advertise the new product lines  Implement Social media tactics #Powerup  Create contests to attract more of our target market  Develop the Power Bar position P B