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Erika Biederbeck Erika Biederbeck

Erika Biederbeck - PowerPoint Presentation

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Erika Biederbeck - PPT Presentation

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

people obese size big obese people big size http bigger opportunity 2006 marketing million www tim entrepreneurs advertising hospital

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Presentation Transcript

Slide1

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/