Detailed Marketing Report: Nike 'You Bar' Energy Bar Product Analysis

This report presents a marketing analysis of Nike's 'You Bar' energy bar, detailing its positioning in the market. The report includes a SWOT analysis, highlighting the product's strengths, weaknesses, opportunities, and threats. It identifies the target market as health-conscious youth and growing children, proposing a penetration pricing strategy at $5 per bar. The marketing message emphasizes the bar's health benefits, and the communication strategy involves advertising through television, print media, and website promotion, with a total budget of $50 million. The report references consumer behavior and marketing communication principles to support its recommendations, aiming to provide a comprehensive marketing strategy for the 'You Bar'.

Report
Product
Nike has produced a new product called the ‘You Bar’ which is an energy bar. The energy bar
will be differentiated from the competing energy bars that are already in the market as it contains
the nutrition in sufficient amount that can give the consumers a combination of all those nutrients
that he consumes in the entire day and are required by the body to work efficiently. Some of
these nutrients are vitamins, minerals, whole grains and fibers. Thus, no other food item will be
able to provide all these nutrients in one dish, food item or bar. It will help in filling the gaps in
the existing market because the people do not take care of their health and they eat a lot of junk
food. So, they do not get the nutrients in proper amounts in the entire day. This bar will help
them to consume all the essential elements of diet and will keep them fit with good taste and not
much effort. Therefore, it is a good idea from the perspective of marketing. The value that the
product will bring to the market is that it will help the consumers in solving their fitness related
issues. The consumers will get something unique and healthy. The product will fulfill the needs,
wants and preferences of the consumers.
SWOT of the energy bar:
Strengths:
1. Healthy product
2. Easy to consume
3. Affordable
Weaknesses:
1. High cost of manufacturing
2. Does not fight hunger
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4. Solve health related problems of
consumers
5. Easily accessible
6. Portable
7. Avoid consumption of junk food.
Opportunities:
1. The health conscious people will
consume more.
2. The growing children can be targeted.
3. Can be sold in the wide variety of
markets all over the world.
Threats:
1. High level of competition
2. May not get adopted by the people
easily.
Price Point
The company has planned to keep the prices at $5 per bar. The company has planned to keep the
prices low because it faces a threat from few of the competitors and also the company has
planned to attract more people by keeping the prices low as it is new in the market. The lower
prices will help the company in gaining more profits in the future (Solomon, 2014). This is the
penetration pricing strategy that the company is pursuing.
Target Segment
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The target market for this product is the growing children who require nutrients in sufficient
amount and the youth who are health conscious. So, the people in the age group of 10 years to 30
years will be targeted. Also, the people who are very much concerned about their health, their
growing weight, their unhealthy food habits, patients of diabetes, etc. who suffer from the mental
pressure and stress to become healthy will be targeted.
Message
The message that I want to send to the target market is that the product that is introduced by the
company is useful for their health and it has the essential components and features that will help
the people in maintaining their fitness and in remaining healthy. Also, the product has the ability
to keep them free from many of the related health problems, and it is very different from the
other health products that are available in the market.
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Communication
This message will be sent to the targets by way of advertising. It is the best possible methods
because it will help the message to reach many of the people in one go. The advertisement will
be able to explain the people about the benefits of the bar in the much better way (Shimp, 2012).
The celebrities and other famous personalities can be shown in the advertisement so that people
can relate to the product in a much better way. Also, the consumers will be able to understand the
functions and the features of the bar properly when they will see the visual in the advertisement.
Another way that will be used here is the website promotional strategy in which the website of
the company will be developed, and the visitors will be able to visit it. Also, the company will
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spread the message by using the other food websites like it can put a logo on the bar on the
website, or it can put a video related to the bar on the website of other companies.
Budget
Activity Cost
1. Advertising on television $30 million
2. Advertisement in print media-
newspapers and magazines
$7 million
3. Websites promotion $13 million
Total $50 million
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References:
Shimp, T.A. and Andrews, J.C., 2012. Advertising promotion and other aspects of integrated
marketing communications. Cengage Learning.
Solomon, M.R., 2014. Consumer behavior: Buying, having, and being. Engelwood Cliffs, NJ:
prentice Hall.
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