Clif Bar Target Market

We conducted an analysis on current and potential Clif Bar consumers in order to uncover important factors pertaining to the target audience. The founder of Clif Bar, Gary Erickson, was inspired to create a better tasting energy bar following his frustration with unappetizing energy bars (“CLIF: Our Journey,” n.d.). Clif Bar hit shelves in the United States in 1992 and, in 2007, went international with the launch in the UK (“CLIF: Our Journey,” n.d.). Our goal is to identify a potential group of relevant consumers Clif Bar may be missing. Using Simmons OneView, our research concluded with a deeper understanding into the demographics, psychographics, and behaviors of current and potential Clif Bar consumers. Our research began with identifying

Our second-largest group is adults ages 25-34, which accounts for 26.6% (vertical) of Clif Bar consumers also resulting in a high index of 153. We can infer from this data that current consumers are predominately young to middle aged adults, ages 25-44; the indexes show that a correlation between these age groups and Clif Bar consumption exists. About half of the current consumers (48.8% vertical) consider their diet to be very healthy; the index is large at 122. In addition to nearly half of the consumers who are considered to have a healthy diet, over half (56% vertical) of current consumers are in control of their weight; the index is also large at 137. In heed with eating healthy, Clif Bar consumers have a high index of 158 regarding fitness

As stated earlier, in order to target the younger demographic of Clif Bar consumers, ages 18-24, we must first and foremost be attractive to them. Through our research using Simmons OneView, we can infer that our target audience is college educated or in the process of furthering their education. They’re healthy, weight conscious and adventurous with a low interest in Internet and television. Due to their low media interests, advertising to this group can be very difficult to achieve. First, we’re going to target areas with low indexes, primarily southern regions of the United States. In accordance with targeting areas with low indexes, we want to emphasize and push Clif Bar at universities due to the high index of currently enrolled consumers. In order to do so, we must attract students by offering free samples and apparel around campus, especially the recreation center. We will have a partnership with select university recreation centers to make our brand more visible, such as sponsoring equipment resulting in our logo being on it. In addition to having a presence on campus, we will host a scholarship sweepstakes to drive up interest among students. Our overall campaign will have an active, adventurous theme, depicting experiences of common, everyday people. Lastly, we will use social media to target our younger