By Chelsea Schneider Andrew Rubin Sean Stewartamp Yossi Weinberg I pledge on my honor that I have not given or received any unauthorized assistance on this examination or assignment Luna Bar History ID: 335291
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Slide1
Luna Bars
By: Chelsea Schneider, Andrew Rubin, Sean Stewart& Yossi Weinberg
I pledge on my honor that I have not given or received any unauthorized assistance
on this examination or assignment.Slide2
Luna Bar History
Launched in 1999
Demand
from women within
Clif
Bar companyQuickly gained 17% market sharePreexisting distribution channelsLuna = Greek goddess of the moonSlide3
Target Market
Teenaged girls- adult women
Created for active women who want something that tastes good and is good for them
“It is an indulgent treat that satiates hunger and helps women more easily fit protein into their diet” (
lunabar.com
)Slide4
Product
Product differentiation from the
Clif
Bar
Released in 1999 with the tagline “The Whole Nutrition Bar for Women”Nutz over Chocolate, Trail Mix, Lemon Zest, and Chocolate Pecan Pie Two new product linesSlide5
Product (Nutrition)
Boasts less than 200 calories and only 5 grams of fat
Nutritional health benefits catered to women’s needs
Soy protein, calcium, folic acid, zinc, iron
Antioxidants
GMO soy protein for breast healthSlide6
Product (Packaging)
Promotes with bright, shiny contrasting colors on the package. Each bar has a stamp that says “70 percent organic, all natural” on the front
Convenient size
Clif
sponsors
Terracycle who offers products made out of the Luna bar wrapperSlide7
Product (Packaging)Slide8
Price
Bars are slightly more expensive than competing brands like balance bars and power bars because of high quality and organic ingredients
Luna Bar – $18.75/box (15) (Same as
clif
bar)
PowerBar Pria - $15/box (15)Atkins Advantage - $9/ box (5) = $30 1 year after release bar price ranged from $1.49 to $1.79. Now a little higher ($1.60 to $2.30)Slide9
Place (Distribution)
Luna piggybacked on the distribution scheme of clif bar
Can be found at:Shoppers, REI, Safeway, Giant, Target, Trader Joes, Super Fresh, Whole Foods, Nordstrom, sports specialty stores…
A mix of major food distributors and sporty/earthy specialty stores as well as some women’s stores
Found next to other power bars
Also sold online Slide10
Promotion
Luna Bar Websitehttp://www.clifbar.com/food/products_clif_bar/3024%20vs%20
http://lunabar.com/?refer=icon Steering clear of traditional advertising to women that often resorts to stereotypes, LUNA Bar is portrayed as a healthy, yet indulgent escape.
Magazine
advertsementsSlide11
Promotion
Luna Moms ClubLunafestLuna on Campus
Team Luna ChixCorporate responsibility
Bringing women together through sportsSlide12
Strengths
Variety of flavors
Promotes Wellness
Breast Cancer Fund
Large distribution channels
Loyal core consumers
Five “bottom lines”Slide13
Weaknesses
Lack of mainstream advertising
Niche product
Other bars market to a wider range of consumers
More expensive than other alternativesSlide14
Opportunities
Very targeted demographic
First bar to specifically target women
Shift from impulse buy to a sought after product
Large amount of resources
Sister company of Clif BarSlide15
Threats
Established brands
Powerbar, Balance Bar, MetRx, etc.
Organic ingredient recalls
Recent recall on products containing peanuts
New entrants targeting women as wellSlide16
Recommendations
Extend product mix to align company with competitorsProtein shake, other snacks, cerealsLuna bar for adolescent girls, much like
Clif bar for kidsAdjust pricing strategy to compete better within the energy/ nutrition bar categorySlide17
Recommendations continued
Develop promotional strategy to increase brand recognitionCross-promotional programs with
Clif BarExpand college ambassadors program to larger campuses
Celebrity endorsers
Social
networkingSales PromotionSlide18
Questions?Slide19
Sources
Clif Bar Case Study. Rep. Datamonitor
, 2008. Print.
Clif
Bar & Company | Leader in All-natural and Organic Energy and Nutrition Foods and Drinks. Web. 07 Dec. 2010. <http://
www.clifbar.com/>.Clif Bar& Company. Rep. Hoovers. Web. 7 Dec. 2010. <http://premium.hoovers.com/subscribe/co/ factsheet.xhtmlID=hskcjkshfsrtxs>.Dolliver, Mark. "LUNA NUTRITION BARS." Adweek Southeast Edition 22.19 (2001): 44. Business Source Complete. EBSCO. Web. 7 Dec. 2010."Filling the Void: When It Comes to Energy and Nutrition Products, It's All about Variety." In the Markets 41.8 (2008): 38. RDS Business Suite. SportsOneSource, LLC. Web. 21 Nov. 2010"Health bars evolve from niche." DSN Retailing Today 42.3 (2003): 24. Business Source Complete. EBSCO. Web. 7 Dec. 2010.Lunabar.com. Web. 07 Dec. 2010. http://www.lunabar.com/."No Pain, JUST GAIN." Candy Industry 165.6 (2000): 56. Business Source Complete. EBSCO. Web. 7 Dec. 2010Norman, Jason. "Nutritional Bar Makers Recall Some Nut Bars." Bicycle Retailer & Industry News 18.4 (2009): 8. Business Source Complete. EBSCO. Web. 7 Dec. 2010.Slide20
Taormina, Steve. "Niche Markets Drive Bar Sales." Natural Foods Merchandiser (2002). RDS Business Suite. Web. 7 Dec. 2010.
"WONGDOODY :: Work Portfolio :: Luna Bar :: Arrows.” WONGDOODY, a Marketing Ideas Agency. Web. 07 Dec. 2010. <http://
www.wongdoody.com/portfolio/project.asp?WorkID=658>.