Strategic Marketing Mix for Nature Valley Muesli Bars Success

This report provides a detailed analysis of the marketing mix employed by Nature Valley Muesli Bars, focusing on their differentiation positioning strategy within a competitive market. The report identifies key competitors such as Kind, Lola Granola Bar, and others, highlighting Nature Valley's emphasis on organic and high-quality ingredients as a differentiating factor. It explores the brand's positioning attributes, including health benefits and energy enhancement, and discusses the implementation of economy pricing and potential for penetration pricing strategies. The promotional mix emphasizes health-conscious messaging, utilizing social media campaigns like "Give Back" to encourage community engagement and promote national park support. The report also touches upon the importance of aligning promotional strategies with the positioning strategy, using a mix of digital and traditional media to reach a broad customer base, reinforcing the message of natural and organic ingredients to improve revenue and customer satisfaction. Desklib provides access to similar solved assignments and study resources for students.

Running head: MARKETING MIX OF NATURE VALLEY
MARKETING MIX OF NATURE VALLEY
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Positioning Strategy
The positioning strategy that will be implemented by Nature Valley Muesli Bars is
termed as differentiation positioning. The major competitors of Nature Valley Muesli Bars in
industry are, Kind, Lola Granola Bar, Bicentury, True Elements, Quest Nutrition, Think Thin,
Kellogg’s, Enjoy Life. The organizations offer products that can be considered similar to the
products that are offered by Nature Valley. The strategy based on product differentiation is
considered to be an important aspect related to the proper development of revenues in the
competitive industry (Chen, 2018). The organization will be able to maintain its unique
position in the industry with the support that is provided by the unique and organic products.
The organic quality of the products of Nature Valley is considered to be a major
differentiating factor related to the effective operations of the organization. The POD or point
of differentiation of the organization is based on the high quality of products that are offered
to the consumers (Dolnicar, Grün & Leisch, 2018). Although the competitors offer similar
types of products, the quality levels and the prices cannot be matched by the competitors. The
organization has been successful in maintaining its position and levels of sales with the help
of unique types of product that are offered to customers at affordable levels of prices as well
(Naturevalley.com. 2019).
Positioning Attributes
The products that are offered by Nature Valley Muesli Bars are developed with the
help of natural and organic ingredients. The three major attributes of the products provided
by the organization that can support in the implementation of the positioning strategy are as
follows,
 The products developed by Nature Valley Muesli Bars are healthy in nature
and are able to fulfil the needs of health conscious consumers (Evans, 2016).

2MARKETING MIX OF NATURE VALLEY
 Another major attribute of products of the company include the ways by which
energy levels of consumers can increase if they consume the products.
 The brand equity that has been developed by the products Nature Valley has
been able to play a major role in the ways by which the organization can aim
at maintaining its position in the industry for a long period of time (Išoraitė,
2016).
Price
The price that has been set for the products of Nature Valley is around 6.25 Australian
Dollar.
The economy pricing strategy has been implemented by Nature Valley in order to
maintain its profitability levels and revenues in the industry. The investments that are made
by the organization based on the advertising and marketing related activities are considered to
be quite low (Jackson & Ahuja, 2016).
Although the organization has implemented economy pricing approach in order to
maintain its operations in the industry, the application of penetration pricing will also be able
to play a major role in the ways by which Nature Valley is able to penetrate the market within
a short period of time (Kartajaya, Kotler & Hooi, 2019). The application of penetration will
support the growth of the organization in order to develop the position of Nature Valley in the
industry. The major objective of the marketing plan is based on the ways by which Nature
Valley can increase the levels of profitability. The diversification of product portfolio is also
an important objective that will be fulfilled with the help of this strategy (Naturevalley.com.
2019).

3MARKETING MIX OF NATURE VALLEY
Promotion
The promotional mix that has been developed by Nature Valley is mainly based on
the ways by which the organization aims at improving the levels of profitability with the help
of proper communication with the customers. The most significant part of the promotional
strategy of Nature Valley is based on the health conscious and organic image that has been
developed by the organization. Nature has developed an ad campaign named “Give Back”
that is related to the proper usage of social media in order to provide encouragement to
people so that they are able to volunteer, donate as well as visit different parks (Nuseir &
Madanata, 2015). The financial support that has been provided by Nature Valley for proper
development of the nation’s parks have also been an important part of the promotional
strategies that are implemented by Nature Valley. The differentiation based positioning
strategy that has been implemented by Nature Valley is an important factor that is helpful for
development of effective promotions (Resnick et al., 2016). The different promotional
strategies and techniques that have been implemented by the organization include, social
media platforms, digital media platforms, print ads and banners. The development of
effective messages that have been developed by the organization have an impact on the
promotional strategies of Nature Valley (Nuseir & Madanata, 2015). The promotional
mediums are able to play a major role in the development of a position of Nature Valley in
the industry. The media that is chosen by the organization is able to play a major role in the
ways by which different messages that are to be provided to the employees and the levels of
presence that are increased as well (Naturevalley.com. 2019).
The statement that can be used in order to communicate the message of Nature Valley
to the customers is “come close to nature”. The use of natural ingredients in development of
the chocolate is considered to be a major factor that has an impact on the operations of Nature
Valley. The organization has aimed at implementing the promotional strategy in such a

4MARKETING MIX OF NATURE VALLEY
manner that is based on the proper mix of different digital and traditional mediums in order to
reach larger number of customers within short periods of time (Kartajaya, Kotler & Hooi,
2019). The base of the message that is provided to the customers by the management of
Nature Valley is related to the development of products with the proper usage of natural and
organic materials. The organization has been able to develop an effective position in the
industry in the course of its operations (Naturevalley.com. 2019). However, the achievement
of developed objectives in an effective manner will be helpful for Nature Valley to improve
the levels of revenues that have been gained in the industry. The target market of Nature
Valley will be satisfied with the products that will be developed by the organization and the
increase in types of products will further increase the customer base of Nature Valley as well
(Jackson & Ahuja, 2016).

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References
Chen, H. J. (2018). What drives consumers’ mobile shopping? 4Ps or shopping
preferences?. Asia Pacific Journal of Marketing and Logistics, 30(4), 797-815.
Dolnicar, S., Grün, B., & Leisch, F. (2018). Step 9: Customising the Marketing Mix.
In Market Segmentation Analysis (pp. 245-254). Springer, Singapore.
Evans, W. D. (2016). Introduction to Social Marketing Research. Social Marketing Research
for Global Public Health: Methods and Technologies, 1.
Fan, S., Lau, R. Y., & Zhao, J. L. (2015). Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research, 2(1), 28-32.
Išoraitė, M. (2016). Marketing mix theoretical aspects. International journal of research
granthaalayah, 2394-3629.
Jackson, G., & Ahuja, V. (2016). Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), 170-186.
Kartajaya, H., Kotler, P., & Hooi, D. H. (2019). Marketing Tactics For Value
Engagement. World Scientific Book Chapters, 149-174.
Naturevalley.com. (2019). Nature Valley - Granola Bars, Snacks, Nut Bars, Granola, and
Protein Bars. Retrieved from https://www.naturevalley.com/product/gluten-free-
protein-bars-coconut-almond/
Nuseir, M. T., & Madanat, H. (2015). 4Ps: A strategy to secure customers' loyalty via
customer satisfaction. International Journal of Marketing Studies, 7(4), 78.

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Resnick, S. M., Cheng, R., Simpson, M., & Lourenço, F. (2016). Marketing in SMEs: a “4Ps”
self-branding model. International Journal of Entrepreneurial Behavior &
Research, 22(1), 155-174.