This is visual presentation made for Jack Link's Portion Control Beef Jerky. Our goal was to position this product as a healthy snack that mom's can buy for their children.

1. Jack Linkʼs
Portion Control

2. Agenda
What does the current beef jerky market look like?
How can we differentiate Portion Control from the current market?
Who is our new target audience?
How can we communicate with this new audience?

5. =
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6. Beef Jerky Market Share

7. Snack Market Share

9. Moms have misconceptions of Beef Jerky

10. Beef Jerky is not a top-of-mind product for moms

11. Moms incorrectly view Beef Jerky as unhealthy
Too much
sodium
Unhealthy

12. Price Shopping
Work Schedules
Cooking Kids
Farmville Safety
Bills Me-Time
Exercise Health
Cleaning Money
Fun Husband
Friends Laundry
Convenience Relaxing

13. So, what do moms value?

14. Momʼs top priorities
Convenience
29
Convenience
Health 47
Price
Health
24
Price

15. Price

16. “ Over recent years, value-for-money has
become the single most important
criteria for shoppers around the world.
”
SOURCE: Datamonitor: Changing Grocery Shopping Patterns, 2008

18. Convenience

19. “ There is an overlay of simplicity and
convenience that just comes along
with being a mom. All moms are
looking for convenient products that
require no compromises.
”
SOURCE: Iconoculture, 2008

21. Health

22. “ Parents typically look to themselves
when it comes down to the ultimate
responsibility for their children’s health.
”
“ Childhood obesity is a serious and
escalating public health concern, yet
children are targeted as never before by
marketing and high-calorie, nutritionally
deficient foods.
”
SOURCE:
Yankelovich, Childhood Obesity, 2007
Linn & Novosat, Calories for Sale, 2008

26. If Jack Linkʼs Was a Car...

27. So Jack Linkʼs Is...

28. Jack Links Portion Control will
toughen up your health

29. Thank You