This document contains information about PowerBar's current marketing problem, campaign objectives, target audience, competitors, and proposed advertising approach. The marketing problem is that consumers perceive PowerBar as only for serious athletes and gym users. The campaign aims to show PowerBar can be consumed in any situation by broadening the target to "spectator athletes" and those seeking snacks or supplements. The proposed ad shows a group enjoying a sports event while eating PowerBars to demonstrate its flexibility.

1. CM317 Final Ad Plan:
Changing Consumer Perceptions About
 Casey Bariteau
 Giovanna Gonzalez
 Sara Ketabi
 Richard Salazar

2. PowerBar
1
After experimenting and creating the first PowerBar with wife Jennifer
Biddulph, Brian Maxwell an athlete and entrepreneur from Canada founded the
PowerBar company in 1986, launching the first energy bar for athletes. A new
marketing team was implemented post Nestle’s $375 Million purchase of PowerBar,
and the current PowerBar slogan is “Power to Push.”
In 2008, PowerBar launched its national advertising campaign featuring
athletes such as Michael Phelps and Lamar Odom highlighting the remarkable
effectiveness in sustaining and improving athlete’s athletic ability and endurance.
 The Marketing Problem
 Although PowerBar has numerous product lines that cater to both
athletic males and females, consumers are predominantly male
athletes. Female athletes, as well as athletic ‘spectators’ have not been
heavily targeted, and large portions of consumption and sales from
these types of consumers are as a result, missed out on.
 Campaign Marketing Objective
 Our “Power Through it All” campaign aims to broaden the types of
consumers to include spectator athletes and the more common, less
athletic nutrition and energy bar consumer. The campaign aims to
redesign consumers perception of the brand so that consumers
believe that all situational settings are appropriate settings for
PowerBar to be consumed at.

3. Athletic/Sports
Bars
Diet
Bars
Health/Wellness
Bars
PowerBar
•Athletic/Sports Bar segment
leader
•$70M in sales in FY2011
(Athletic/Sports Bars segment)
Clif Bar
• Market leader 23% Market
Share
•Leader in both
Health/Wellness and Diet
Bars sub segments
•$227M in sales in FY2011
(across all segments)
• 14% growth in 2011 with $1.7 Billion in sales
• Expected to reach $3 Billion in sales by 2016
• Athletic/Sports Bar segment is the smallest
segment
• Health/Wellness Bar segment is the largest
segment
• Total U.S. sales of nutrition and energy bars
increased by 71% between 2006 & 2011
• Sales expected to continue growing
“Nutrition and Energy Bars”
Market
The nutrition and energy bar category, as defined
by Mintel, is segmented into the three sub
categories; the health/wellness bar segment, the diet
bar segment, and the athletic/sports bar segment
2
Total US Retail Sales in
Nutrition and Energy Bar
Market FY06-FY16
(at inflation adjusted prices)
Nutrition and Energy Bar Market
Sub Segment Total US Retail Sales
FY09 – FY11

4. 3
“While sales of many consumer products have seen declines due to the poor economy, this
has not been the case for the nutrition and energy bar market. While not entirely recession-
proof, this sector has shown itself to have staying power even in the light of continuing
economic woes hitting many consumers’ wallets.”
- David Browne, Senior Analyst www.oxygen.mintel.com
 As Americans continue to become more health conscious, they
are replacing traditional unhealthy snacks with nutrition bars.
With 42% of people reporting they follow a “mostly healthy
diet,” energy bars have become increasingly popular amongst
those who seek a convenient and nutritional snack.
 Consumers are also turning to nutrition bars for a cost-effective
way to obtain their nutritional needs due to the economic
downturn.
 People no longer just need energy bars to workout – longer work
hours have consumers turning to energy bars as a caffeine
replacement to get them through the day.

5. 4
Current slogan:
“Power to Push”
SWOT Analysis:
 Market Share: 8.7%
 Sales
 2011: $76 million
 2010: $75 million
 Breakdown of 2011 sales by bar:
 PowerBar Performance
 $21 million
 PowerBar Protein
 $18 million
 PowerBar Triple Threat
 $16 million
 Primary Competitors:
 Clif Bar, Balance Bar, Atkins
Advantage, Luna Bar, Kashi GOLEAN
Bar
 Secondary Competitors:
 Larabar, Nature Valley, Fiber One
 Strengths
 Leader in the athletic/sports bars segment
 Has successfully tapped into its niche market of serious
athletes and gym-goers
 Strong brand reputation – sponsors many events and athletes
 Strong following on social media sites such as Facebook and
Twitter
 Weaknesses
 Low awareness of other bars in PowerBar’s product lines
 Packaging is dull and dated
 Opportunities
 Change consumer perceptions about the brand by marketing
other bars PowerBar offers
 i.e. whole grain granola bars, iron girl bars, etc.
 Tap into the consumer’s needs for “healthy snacking” instead
of only focusing on performance bars
 Develop bars that contain organic ingredients to capture more
health conscious consumers
 Threats
 Clif Bar continues to grow in the athletic/sports bars segment
and has potential to beat out PowerBar as the leader in the
segment
 Low barriers to entry in this category – new nutrition bars are
frequently introduced to the market, becoming even more
specialized and tailored to fit consumers dietary needs

6. Product
Brand: PowerBar
“Power to Push”
Product lines include 12 kinds
of energy bars, energy gels,
sports drinks and mixes,
energy ‘blasts,’ and dietary
supplements, among others.
Functionality: PowerBar offers
dozens of energy bars that
cater to different consumer
needs, whether it be for
performance enhancement or
healthy snacking
Top Selling PowerBars:
PowerBar Performance Bar
PowerBar Protein Plus
PowerBar Triple Threat
Price
Prices for PowerBars are
consistent across most
distribution channels.
PowerBar Performance
Bar
 $1.99
PowerBar Protein Plus
 $2.99
PowerBar Triple Threat
 $1.99
Bundling offers multiple
bars per pack, at
discounted prices
Place
Worldwide distribution
of all products
PowerBars are sold at:
 All major grocery
and convenience
stores
 Specialty stores such
as GMC
 Gyms and fitness
centers
 PowerBar online
store
 Third party online
retailers
 Health/dietary
supplement and
specialty stores
Promotion
 Slogan: “Power to Push”
 “Power to Push”
campaign featured
famous athletes from
different disciplines,
including Michael
Phelps and Lamar
Odom
 Mobile App Ads used
to target specific active
customers
 Company website
 PowerBar Facebook
page
 PowerBar Twitter page
 PowerBar sponsors and
holds major athletic
events, such as the Dew
Tour
 Discounts and coupons
offered on website
5

7.  Sales:
 2011: $227 million
 2010: $186 million
 Market share: 21.8%
 Current leader in the market
 Although Clif Bar is leading in
the overall category of Nutrition
and Energy Bars, PowerBar is in
fact ahead of Clif Bar in the
brand segment, Athletic/Sports
Bars. (Mintel)
6
Strengths
• Leader in the health/wellness bar segment.
• Strong brand recognition and awareness
• Has extensive product line with bars catering to
children, healthy snacking, workout supplements, etc.
• Great taste and large variety of flavors
• Focuses on the all-natural and organic ingredients,
without the use of pesticides of synthetic materials
• Clif Bar website consistent with Clif bar packaging and
look
Weaknesses
• Falls behind PowerBar in the sports/athletic bar segment
• Product line is limited
Opportunities
• Products such as the “MoJo Bar” are rapidly increasing
in popularity
Threats
• Increases in competition due to growing category,
despite recession
Current slogan:
“Nutrition for sustained energy”

8. 7
Sales:
• 2011: $41 million
• 2010: $40 million
Market Share: 4.2%
Strengths
• Website contains blog that provides recipes, shopping tips, etc. that fit into the
consumer’s healthy lifestyle
• Strong understanding of the product; Consumers know in what situations to eat a
Balance Bar
• Has appealed to the consumer need for a snack to get them through the day
Weaknesses
• Market share declined from 2010 to 2011 by almost 1%
Opportunities
• Focuses on a specific type of consumer- those are working 9-5’s and need energy
• It gives you energy but not for working out
• Just launched Nimble, an energy bar for women that is high in vitamins and is
sweetened with Truvia
• first Balance Bar made especially for women, with only 120 calories
Threats
• Has little market share against its competitors
• Must continue to build brand awareness in order to stay relevant in such a saturated
market.
Current slogan:
“Enjoy what keeps you going”
Positioning statement:
To the working, on-the-go middle class
consumer age 18 to 54, Balance bar is the
reliable all-in-one energy bar brand that
brings flavor and nutrition to keep you going.

9.  Market share:
o 7.1% in the industry
o 25.3% in the Diet Bar
segment
 Sales:
 2011: $79 million
 2010: $61 million
 More focused on being a
“diet bar,” yet still has a
strong share of the
nutrition and energy bar
industry.
 Positioning statement:
 To the weight and health
conscious consumer, age
24-54, Atkins
Nutritionals is a snack
bar that helps fight
hunger in between
meals, that brings guilt-
free indulgence to the
consumer.
8
Strengths
• Leader in the Diet Bars segment
• Strong brand familiarity due to the
Atkins Diet brand
• People trust the brand
• Atkins website supports consumer with
comprehensive information about
his/her dieting lifestyle
Weaknesses
• Narrow market as its mainly focused
on low calorie bars and meal
replacement
• Caters directly and only to those trying
to lose weight
Opportunities
• Introduced 6 new Atkins’ Day Break
Bar
• Real opportunity for growth and
tapping into consumer needs for bars
that are, for example, high protein or
low sodium.
Threats
• Especially susceptible to the low-carb
diet trend since target market is dieters
• consumers may decide to cut
out nutrition/granola bars, such
as Atkins’ bars
• Poor social media presence

10. Social Media
PowerBar
Facebook Fans: 297,818
Twitter followers: 9,846
Bio on the Facebook “We started Power Bar to
help athletes reach their goal by providing
nutrition tools for optimum athletic
performance.”
Clif Bar
Facebook Fans: 114,338
Twitter followers: 106, 685
Balance Bar
Facebook Fans: 119,593
Twitter followers: 2,949
Atkins Nutritionals
Facebook Fans: 116,304
9

11.  PowerBar Current Target Audience:
 Males, Age 18-49
 Graduated college plus
 Most work in:
 Sales and Office Occupations
 Professional and Related
Occupations
 Most have household incomes
higher than $75,000
 Users tend to have higher
disposable incomes
 Heavy Internet users
 React well to outdoor ads
• How often do they buy Power?
o 3-4 times a week
• What benefits do they look for when eating
PowerBars?
o A quick fix of protein and vitamins
o Everyday energy in place of coffee
• Where do they buy their PowerBars usually?
o Convenience stores, grocery stores
• How do they make their choice to buy
PowerBar?
o “I love the flavors – in particular,
Cookies ‘n Cream and Chocolate Peanut
Butter.”
o “I like that I can taste the protein.”
o “You can feel when you’re getting
protein – you know it’s the real deal.”
• What do they like about the PowerBar brand?
o The company is “respectable,” has been
around awhile
o It is “The Original Bar”
• What do they think about the PowerBar brand
now?
o “Where’s PowerBar?”
o Haven’t heard from the brand in awhile
o Newer brands could “step all over”
PowerBar if they don’t “keep up with the
modern bar”
10
* Information gathered
from MRI+ research and
two one-on-one interviews

12.  What they watch:
 ESPN
 The Discovery Channel
 National Geographic
Channel
 Comedy Central
 History Channel
 What they read:
 Types of Magazines:
 Men’s Magazines
 Business/Finance
 General Editorial
 Their favorites:
 ESPN The Magazine
 Men’s Health
 Smart Money
 Runner’s World
 Sports Illustrated
 Time Magazine
11

13.  Websites they often visit:
 ESPN.com
 Amazon.com
 Hulu.com
 NFL.com
 NBA.com
 Pandora
 Gmail
 Yahoo!
 iTunes.com
 Superpages.com
12
Types of media they gravitate towards:
 Magazines
 Newspapers
 Internet
 Radio: Weekdays 3:00pm-midnight
 Radio: Weekend 6:00am-3:00pm
*MRI+

14.  The problem to be solved is:
 Consumers seem to be confused on
how/when to eat Power Bars. Many
believe it is simply an exercise
supplement or performance enhancer.
 The key insight we uncovered is:
 PowerBar has done well in establishing
a loyal following from its core
demographic: serious athletes and gym-
goers.
 However, research indicates many
consume energy bars as snacks, and
not performance enhancers
Key Insight
13
19
6
17
43
8
In which of the following
situations do you consumer
energy bars?
Before/After
Excercising
As a Dietary
Supplement
As a Meal
Replacement
As a Snack
Other
* Results from survey of 71 people about their
health habits and energy bar preferences

15. Positioning Statement
14
To the on-the-go health conscious consumer of all ages,
PowerBar is the leading athletic/performance bar brand
That brings sustained energy and power to any given
situation

16. Advertising Objective
15
Cognition
o While PowerBar is a mature brand and product in the steadily growing nutrition and energy bar
market, leading the Athletic/Sports sub segment in sales, survey respondents and consumers feel
that the PowerBar is only to be consumed by the active sportsman. They are unaware of the
multitude of situations and types of consumers that PowerBar may be appropriate for. We want to
educate energy bar consumers and teach them that the PowerBar may be consumed at any given
time as a supplement, snack, boost or meal. Consumers should not limit their purchase and
consumption of PowerBar to specific situations.
Association
o Consumers should feel comfortable and effortless in consumption and purchase decision making.
We recommend PowerBar to create a stronger and clearer association with its already existing
female targeted products IronGirl and Pria, for female consumers to become more aware and
willing to purchase said products. Brand loyalty amongst female consumers to the PowerBar brand
would carry over into product lines under the PowerBar Brand.
o Extend PowerBar’s accessibility and appropriateness to non active consumers to consume as a
snack, supplement, or diet bar
o Target ads to appeal to on-the-go, working individuals who have little time to cook and have meals
while at work

17. 16
 WHO IS THE ADVERTISING TALKING TO?
Our ad “Power Through it All”, featuring a group of friends watching a sports event on TV while
each eating PowerBars is advertising to on-the-go, health and budget conscious consumers, seeking
snacking and dietary supplement alternatives – we describe them as the ‘spectator athlete’.
 WHAT SINGLE BENEFIT SHOULD THE ADVERTISING PROMISE?
The advertising should promise the flexibility of the PowerBar to be appropriate for consumption in
any given situation, hence the campaign title “Power Through it All.”
 WHY SHOULD THE CONSUMER BELIEVE US?
Customers should believe us because PowerBar has a proven track record in its established leader
position as the top selling athletic/sports bar in the nutrition and energy bar segment. PowerBar’s
sponsorship of several major sporting and athletic events has also built its reputation to be a leader in
supplying the active lifestyle with the required power and energy.
 WHAT DOES THE CONSUMER THINK NOW?
Consumers are generally confused about when and where they are ‘supposed to’ consume a
PowerBar. Some
consume it outside of the active sporting setting, whereas others consume PowerBars strictly before,
during, or
after exercise.
 WHAT DO WE WANT THE CONSUMER TO THINK?
We want consumers to change their perception of the brand and all product lines, and become more
aware and
comfortable with consuming the different PowerBars at any given time in the day, be it as a diet bar, a
athletic/sports bar, or a health/wellness bar

18. 17
BRAND PERSONALITY AND VISION
 PowerBar is currently marketed to the dedicated , motivated, and committed
athlete leading an active and athletic lifestyle. The use of active adjectives
such as “Push” in the current slogan “Power to Push” mirrors the brand’s
edgy and motivated personality. Having athletes pictured in many of the
advertisements, showing
 Intensity and muscles conveys the high octane rush that PowerBar is suited
for. Because advertising and marketing efforts are so heavily focused on such
a demographic, ‘spectator’ athletes who enjoy watching sports just as much,
if not more than athletes enjoy competing are left out of the potential target
market
 Our “Power Through it All” campaign will change PowerBar’s limiting
image currently confined within the athletic/sports bar sub category, to be
diversified and expanded into more casual and common situational settings,
including but not limited to sporting events. The current slogan “Power to
Push” will be modified to “Power Through it All” to convey PowerBar’s
ability to bring energy and nutrition to all parts of the day.
 In order to attract our target audience, we will feature ‘normal’ non-athlete
figures in our ads to provide relevant ground for our potential consumers to
associate with
 Situational contexts like the casual watching of a sporting event will be
featured as well to encourage consumption of PowerBar products and its
appropriateness for all sorts of times and settings.

19.  Start a microsite “For the Spectator” and have people take pictures of them
consuming the product.
 “How did you have your PowerBar today?”
 Instagram, Facebook, Twitter hashtag
 Making it as easy for consumers as possible
 Promote “Family Power” packs, making it easier for the end consumer by clearly
telling them when, how and why they should consume our products. The package
will have a little something for everyone, not matter what athletic build you are.
 Sell PowerBar at sports games for the spectators
 Host a sweepstakes competition in which a randomly chosen winner will receive a set
“package” of PowerBar products custom fit for the winner’s situational consumption,
whether that be for dieting purposes or as a workout supplement.
 Shows the public that PowerBar can be consumed in a variety of ways and has a range
of products from gels to smoothie bars appropriate for different times and situations
in a person’s routine.
 Ad 1 will be placed on sports websites and blogs such as ESPN.com, Men’s Health,
SportsGrid and BleacherReport – targeting young men 16-30 who are dedicated to
following sports
 Ad 1 will also be placed on billboards around stadiums, encouraging spectators to
chose the snack of the athlete: PowerBar
 Ad 2 will be placed in Forbes, W, BusinessWeek, Wired, and Time Magazines, The
Huffington Post, New York Times, corpette.com, and The Daily Muse – targeting
young working professionals
 Ad 3 will be placed in Martha Stewart magazine, youngandthrifty.ca,
18

20.  Market PowerBar as a differentiator that reaches a broader market rather than a target
market by rebranding existing bars such as IronGirl to make it consistent with the
PowerBar look, as it already has a brand following. Change packaging overall – make
it more eye-catching and exciting.
 Many people watch the athletic events that PowerBar sponsors, but most do not
participate in them. So, rather than only marketing PowerBar as the bar for an athlete,
also market it towards an athletic event spectator who does not need that surge of
energy for long hours of practice, but rather wants to enjoy a snack while watching.
 Promote product lines like the “spectator family,” including the PowerBar, IronGirl,
PowerBar Gels for children, to show it is not just for the “macho men” but for every
type of person.
 Change the packaging of PowerBar to appeal a wider audience range.
 “They could definitely work on the packaging.” “Make it look less like it is for big
body-builders, that’s what turns women off from it.”
 “The packaging is boring and too old-fashioned.”
 Make consumers more aware of the variety of different bars
 Harvest, Nut Naturals, Pria, Iron Girl Energy Bar
 Focus on marketing bars as more of “snacks” for everyday life
 Without isolating current loyal users, market Power Bars as a healthy snack or a
replacement to caffeine.
 “I eat a PowerBar in place of coffee – it is better than coffee because you can’t burn off
caffeine.”
Recommendations
19

24. Two one-on-one interviews with
 Saksham Narang
 Age: 20
 Male
 College student
 Frequent Gym-goer
 Katie Gifford
 Age: 19
 Female
 College student
 Ran cross country & was
on the cheerleading team
in high school
Questions asked
 Would you describe yourself as a loyal user of
PowerBars?
 How often do you eat PowerBars?
 How often do you workout?
 Would you describe yourself as a health-conscious
person?
 What do you like about PowerBars?
 If not for meal replacement, why do you consume
PowerBars?
 What do you think PowerBars as a brand could work
on to keep you more interested?
 What do you like about PowerBars?
 How do you feel and what do you know about the
PowerBar brand?
 What do you think PowerBar could do to improve?
Sources:
• One-on-one interviews
• Online survey with 71 responses
• MRI+
• www.twitter.com/powerbar
• www.facebook.com/powerbar
• www.powerbar.com
• http://www.answers.com/topic/power
bar-inc#ixzz2DeKZUuTK
• http://www.mobilemarketer.com/cms/
news/advertising/5269.html
• www.technorati.com
• http://academic.mintel.com.ezproxy.b
u.edu/display/613334/
• http://academic.mintel.com.ezproxy.b
u.edu/display/613337/
• http://www.powerbar.com/about/abo
ut.aspx
• https://twitter.com/PowerBar
• www.Clifbar.com/
• www.Balance.com/
• www.atkins.com/Home.aspx