Clif Bar
Clif Bar & Company
Group 2: LeKensha A, Joshua A, Babalola A, Marcus B, Christian B
Executive Summary
Joshua A: Part II (Slides 1-4)
Organization Overview
Clif bar is perhaps one of the more forward thinking companies in the United States
The company is a small business of two hundred and ten employees whose industry is consumer production.They were founded in January 1995 by Gary Erickson and Lisa Thomas. The company produces food products ascertained to energy and protein bars, sport drinks and other snacks. What makes them forward thinking is their care for the environment as well as the amenities and incentives given to switch to a more environmentally-friendly lifestyle.
Their mission statement created by Co-owner Kit Crawford is “Were working to run a different kind of company: The kind of place wed want to work, that makes the kind of food wed like to eat, and that strives for a healthier, more sustainable world the kind of world wed like to pass on to our children. And those arent just words. Theyre our mission statement.”
Goals
The goals of this company is to produce the best organic food product as well as doing it to enrich the environment.
Based in Emeryville, California, all employes(outside of production) work in the building. Described as a gym with offices, the location has a 275,000 square foot gym as well as other amenities geared towards a healthy lifestyle.
As of revenues they have been reported by Dun & Bradstreet to be in excess of 2.2 billion dollars with 33% of the health and lifestyle bar category. They currently export products to 18 countries across Europe and Asia, meanwhile are expanding their market to project 6.6 Billion in Revenues by 2021.
Scanning of Marketing Environments
LeKensha A: Part III (Slides 5-9)
Social
Packaging
Clif Bar has recently replaced the climber on their best selling bars to six iconic athletic women on their packaging for the first time ever
Meeting the Moment Campaign
Clif Bar have a campaign on Facebook. This campaign allows users to upload photos of amazing moments which Clif Bar then promotes on their Facebook page.
There is also a Meet the Moment domain to enhance the campaign. Some images that are uploaded to the campaign will be displayed next to their webpage content and links to purchase items.
Economic
Location
Clif Bars are sold at multiple locations that majority of the people can access.
Department stores: WalMart, Target
Grocery stores: ShopRite, Shop&Stop, Whole Foods
Price
Clif Bar makes sure their products are affordable to their customers to satisfy their hunger needs
The price for a basic energy bar is as low as $1.30
Technological
Save Our Snow
Clif Bar and a variety of ski resorts have partnered together to make Save Our Snow. This is an IPhone app that will allow skiers to look up the snow condition at more than 500 ski resorts in North America.
They can learn current powder, temperature and wind conditions, the percentage of lifts open, a three-day weather forecast and the resort’s phone number.
Competitive
Clif Bar has a variety of products that are targeted to different customers.
Clif Bar- All customers
LUNA Bar- Women
Clif Kid- Children
There are other products other than bars that Clif Bar sell that separates them from their competitors
Energy Granola
Whole Lotta
Shot Energy Gel
Drink Mix
Situation Analysis
Babalola A: Part IV (Slides 10-13)
Strengths
Weaknesses
Opportunities
Threats
