Darin Devine The Big Opportunity The Big Opportunity Article discusses how obese Americans are becoming fastest growing consumer segment 1980 23 million obese people 2006 60 million obese people ID: 558157
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Erika BiederbeckDarin Devine
The Big Opportunity Slide2
The Big Opportunity
Article discusses how obese Americans are becoming fastest growing consumer segment
1980 – 23 million obese people
2006 – 60 million obese people
2012 – 112 million obese people
Entrepreneurs recognized this and are creating new products to satisfy their needs
“Just as baby boomers have driven business and shaped the economy during the past half century, the "plus-size" population is likely to dictate marketing trends through much of the 21
st
”Slide3
The Big Opportunity
Tim Barry
Air line seat belt extenders
Extra-large bath towels
High-capacity Scales
Liz Claiborne
First plus-sized clothing line
Toyota
RAV4 Bigger seats
Ralph Lauren, Old Navy, Jessica Simpson, and Tommy Hilfiger
introduced plus size collections
Hospital Furniture
Layne Bryant
Big John Toilets
Dance club only for overweigh peopleSlide4
Advertising
Companies don't want to be seen as enablers of an increasingly fat society
Don’t want to offend the customers
Must use creative marketing/advertising
Toyota – Named the seats “roomier”
Dove – Used bigger models, sales jumped more than 12 percent --far outpacing growth in its category.
“Those results suggest that plus-size consumers, like the rest of us, respond better to pretty portraits of themselves in ads than to what they see in the bathroom mirror.”Slide5
Recent Findings
Number of obese people has increased since 2006 when this article was published.
More robust furniture
Wider revolving doors – construction
Oversized umbrellas
Bigger bikes
More hospital equipment – bed lifts, wheelchairs
Plus-size shoes – Women Within
Jewelry
Double-wide coffinsSlide6
"If we know anything about medical history, once you get past a certain weight, you're probably not going to lose it. You'll be my customer for life.”
Tim BarrySlide7
What do you think?
Do you think these entrepreneurs are enabling obese lifestyles?
Is this ethical?Slide8
Sources
http://money.cnn.com/magazines/business2/business2_archive/2006/06/01/8378500/index.htm
http://www.health.com/health/gallery/0,,20396291,00.html
www.cdc.com
http://www.openforum.com/articles/marketing-in-the-obesity-age/