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.

Brand Identity Blueprint

Brand History

https://www.griffinsfoodcompany.com/who-we-are/
https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=98742165
http://www.theselective.co.nz/images/portfolio/CaseStudy_Nice_and_Natural_Emma_Clarke.pdf

Nice & Natural was a New Zealand company that was acquired by Griffin’s food company in 2007.
It is now a brand of Griffin’s so the history of Griffin’s is a good way to do brand history for it.

Griffin’s was a food company started in the 1890s in New Zealand. Its main product was sweets and biscuits. Throughout the 20th century it built its brand and produced New Zealand staple snack biscuits like Gingernuts and wine biscuits. In the 1980s, Griffins began expanding its brand range to include Eta and Huntley & Palmers crackers. In the 1990s, Griffin’s continued to create biscuits that satisfied the market of sweet biscuits for children and adults that had high sugar content.
Nice & Natural was started in 1985. It created a position for itself in the market as a healthy snack alternative in New Zealand. As healthiness became a social pressure in the market, the brand value of Nice & Natural became more appealing to Griffins and so the company acquired Nice & Natural in 2007 to diversify its business from just being high sugar content confectionaries.

Tues 6th - Week 2 Notes

From Rational Characteristics 

Demographic: gender, age, nationality/ethnicity, marital status, location.

Psychographic: what people do, who they do it with, where they do it, what they spend their money on.

To Emotive Characteristics

Attitudes, Mindsets and Values: beliefs, behaviours, social norms, life stages, peer groups, priorities change.

• Aspirational Mirror - I am this but I aspire to be this.
• "This brand is rational that reminds me of emotive emotive."

Brand Research

What are its values?

A healthy thing for fit people to eat and for growing kids to enjoy without mother’s guilt.

How does the brand communicate its values?

Instagram. Facebook. TV Ads. Emphasises being nice, feel good, lots of natural imagery, wholesome.

Brand History;

More expensive?

Competitors;

Not liked. Not as expensive in the past. Generic (or used to be)

Product;

Nice & Natural Nut Bar Bar. Clean packaging displaying the product flanked by natural and healthy looking imagery of apricots and apples and leaves.

Competitors

Mother Earth Green background. Earthy colours. Features the product and ingredients on it. Less healthy, more protein.

Price;

Pams choc nut bar: $2.69

Nice & Natural Nut Bar Bar: $2.99

Mother Earth (AND ITS ONLY 5): $4.29 (50% premium over the one true nut bar)

Fudgetastic Frooze Balls: $5.49

Placement;

Lower section, below eye level. But kid height!!

Competitors;

In the supermarket (sort of). Not in New World so Island Bay mothers cannot buy it. And CBD. It doesn’t break into the higher class market.

Promotion;

Promotion is two fold:

Instamums:

• Brand power commercial

Health nut:

• Instagram - healthy lifestyle and pretty. Low interaction rate, people just like the photos but dont like them enough. Not a passionate audience.
• Facebook - fitness oriented

Competitors:

• Way more focused on schoolkids. targeting kids rather than their parents. Switched from parents to kids. More social media followers on facebook. Fewer on Insta. More passionate audience/engaged audience.
  
  

Competition;

Instamum competitors

Pams choc nut bar: $2.69

Mother Earth: $4.29 (50% premium over the one true nut bar)

Fruit Sticks: $2.99

Health nuts:

Fudgetastic Frooze Balls: $5.49

OSMs: $13.49

Tasti Salted Caramel Protein Bar: $3.49

Environment

Sugary stuff, sugar tax?

Trends like health nut, being more healthy

Trends with school, social stuff like what other mothers do.

income levels

It’s not a necessity so it could be chucked

Summary;

Nice and Natural is a middle of the road brand, targeted towards instamums and healthnuts. they’re moderately priced, haven’t got a significant promotional history, except for instagram and facebook. They are the main sources of marketing, and have low engagement on fitness/healthy lifestyle posts. Compared to Mother Earth, which is a more premium brand with a target towards primary school kids more than health food. It has a 50% premium over Nice and Natural, and really doesn’t emphasise health at all. Has a more engaged audience.