Final Dossier

Conclusion

Strengths

• Targets a wide variety of potential buyers
• Aligning itself with the healthier trends
• Clean and modern look portrays maturity
• Uses borrowed interest from healthy fruits
• Cheap
• Portrays calmness

Weaknesses

• Not healthy enough
• Not childish enough
• No vibrance 
• Doesn’t quite reach intended audiences
• Advertising
• Social media reaches

Opportunities 

• More of a market place for healthy cheap alternatives 
• Expand to include younger and older children
• Create another much healthier version
• Target both lower income families and higher income families
• Healthier alternatives in other areas of school lunches

Threats

• The trends are moving further towards healthy
• Parents want organic foods
• Moving towards hand made rather than mass produced
• Many products are moving to online advertising based, cant keep up

Nice and Natural targets a variety of potential buyers; from busy parents with school age children to health mindful yet busy young people. 

The brand has successfully made the move towards being healthier, it shows this by using borrowed interest from the imagery of fresh fruits and nuts. This is a large strength since there is a large societal pressure from parents for school lunch foods to be increasingly healthy. The actual product isn’t that healthy though, which is a strong weakness when there is the macro-trend of parents who read packaging carefully, so that when it comes to food for their children’s lunches it has to be healthy. 

Nice and Natural’s advertising and packaging uses a very clean, modern look which looks low cost as well as calm and mature. Therefore the packaging effectively portrays the low end standing it has in the market place. This clean packaging targets the mature side of the maturity vs childishness tension effectively although it does not target the childish side, so this tension within the brand is not well balanced.  

The brand has used the correct type of advertising to reach their intended audiences; Facebook and Instagram to reach younger parents and younger health conscious people who use a lot of social media. Although posts from both of these accounts have not had great engagement with their audiences. This may be because people of their generation do not want to “follow” or “like” food products accounts or posts. This is because these posts are seen as an impersonal advertisement on an otherwise personal feed, therefore being occasionally seen but not liked. 

Nice and Natural would have many opportunities carrying on in the same vein of health foods because of the health food macro-trend. They could diversify and create other healthier alternatives for children’s school lunches and become a “one-stop-shop” for busy parents, this would create a brand parents would trust and rely on to make the weekly grocery shop easier and faster. 

This trend would also create threats for the Nice and Natural brand because they don’t completely fit the “healthy” label because of the sugar and fat content in their products. This would mean that over time other brands will fit the “healthy” label better and Nice and Natural would not. From there they would not be seen as healthy at all, and lose this strong marketing point. This healthy macro-trend is changing to also favour handmade goods, rather than mass produced products which would again hurt Nice and Natural’s sales. 

Also many brands have moved their products to be online sales rather than in stores, this is an large opportunity for Nice and Natural but it could also be a threat. It allows Nice and Natural to sell to the whole world, but that does mean the competition increases ten-fold. Many products will now occupy the same market as the Nice and Natural products, some being much more healthy and organic. 

If Nice and Natural were to tackle the large health macro-trend, their largest threat and opportunity, then they would need to move very quickly to improve their recipe by making it more healthy.

Packaging Critic

Colour; Evoke feelings of the featured ingredients, earthy toned, natural colours. Toes the line between healthy and hearty, only a little green used which usually speaks to healthy and natural ingredients. The colours do relate well to the nut bar feel.

Type; Interesting title font, speaks to leaves and the natural curves of plants. The copy text is more of an adult choice, slim and tall, all in caps. Seems more mature.

Images; Imagery of the featured ingredients, keeping with the colour scheme while still introducing leaves to hint at a natural feeling. Uses these images to create wings for the nut bar and title, making it the centre piece as well as seeming angelic in intentions and creation.

Hierachry; The title is front and centre, using the white boarder to allow itself to be read first. The nut bar is second as the text is read the eyes naturally move down to look at it while it is overlaid overtop of the other imagery.

Packaging/Website for Critic

Ads for Critic

Instagram posts



Advertising on the doors to a mall


Newspaper clipping


Facebook posts


Brand power ad

Improved BiB

Cleaned up Interview Data

Raw Interview Data

Brand Questions

Intro Questions

Tell me what you think about brand nut bar?
Have you bought it recently?
Have you seen any advertising? Can you describe what it looked like?

Main Questions
What kind of person would buy it?
Why are they buying it?
Who do you imagine eating it?
What’s situation would they have the nut bar in?

Follow Up
What’s the best thing about this bar?

Emotive
If brand was an animal, what would it be?
How would you describe the feeling associated with brand?

Tues 13th - Week 3 Notes

Audience Segmentation;

• Shared values or needs (in common).
• Tensions (differences).
• Life moments change demographics, school change is a life moment, stages in life rather than ages.
• If the brand essence name is replaced with the competition's name and still makes sense then the brand essence is too broad.
• "That evokes memory of....emotive"
• "Perfect for the....emotive"

Projective Techniques;

• Typical brand moment (memories).
• Who buys it and when?
• Get them to tell stories - tell me about...
• Trying to validate/challenge BiB 1
• 
  

Segmented Audience Profile

Busy Parents;
Healthy, keep their kids going, will feel good buying it for the kids because they’re busy, trustworthy and good value. Good for kids that are a bit older. Less hassle than making it yourself.

Young Adults;
Cheap energy bar for a healthy lifestyle, visually pleasing so its going for an aesthetic vibe, vibrant and energetic

Intermediate Kids;
Yum, a bit more grown up than the mother earths stuff. Looks less kiddie to other kids, seems more 12ie than 8ie. Tasty but not the sweets you get from your mum?

Shared Beliefs and Attitudes;
Looking for a sweet snack for lunch. Energetic and good value as an on the go snack. For a more grown up audience.

Tensions;
Healthy vs sweet, adult vs kid, vibrant vs chill.

Macrotrends;
Health wave
Sugar debate
Pressures for being a good parent

What is most important?;
Parents: wanting their kids to have the best with what they have, wanting their kids to grow up well
Young Adults: Having a healthy snack that fits with their #aesthetic lifestyle, and busy schedule.
Intermediate Kids: Want to be more grown up without the responsibility of being grown up because mum or dad still packs their lunch.