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.