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    Energy Bars Case Analysis 4 - Group 5

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    Ritika Sharma
    The document analyzes the market attractiveness and competitive position of Kind energy bars using a matrix. It finds that the market attractiveness is high while the competitive position is moderate. Given this, a mass market strategy with differentiated marketing is recommended to target various consumer segments. Kind is already pursuing this approach by developing bars targeted at specific groups like kids and males. Continuing to differentiate its products, pricing, and promotions for each target segment can help Kind superiorly position itself against competitors in those segments.

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    Energy Bars Case Analysis 4 - Group 5

    Uploaded by

    Ritika Sharma
    139 views5 pages
    The document analyzes the market attractiveness and competitive position of Kind energy bars using a matrix. It finds that the market attractiveness is high while the competitive position is moderate. Given this, a mass market strategy with differentiated marketing is recommended to target various consumer segments. Kind is already pursuing this approach by developing bars targeted at specific groups like kids and males. Continuing to differentiate its products, pricing, and promotions for each target segment can help Kind superiorly position itself against competitors in those segments.

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    Energy Bars Case Analysis 4_Group 5

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    The document analyzes the market attractiveness and competitive position of Kind energy bars using a matrix. It finds that the market attractiveness is high while the competitive position is moderate. Given this, a mass market strategy with differentiated marketing is recommended to target various consumer segments. Kind is already pursuing this approach by developing bars targeted at specific groups like kids and males. Continuing to differentiate its products, pricing, and promotions for each target segment can help Kind superiorly position itself against competitors in those segments.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    139 views5 pages

    Energy Bars Case Analysis 4 - Group 5

    Uploaded by

    Ritika Sharma
    The document analyzes the market attractiveness and competitive position of Kind energy bars using a matrix. It finds that the market attractiveness is high while the competitive position is moderate. Given this, a mass market strategy with differentiated marketing is recommended to target various consumer segments. Kind is already pursuing this approach by developing bars targeted at specific groups like kids and males. Continuing to differentiate its products, pricing, and promotions for each target segment can help Kind superiorly position itself against competitors in those segments.

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    School of Management and Entrepreneurship

    Marketing Strategy
    (MKT631)
    MBA 2019-21

    Energy Bars Case Analysis 4

    SUBMITTED BY:
    GROUP - 5
    Ritika Sharma (1910120028)
    Ashutosh Choudhary (1910120007)
    Anuj Yadav (1910120163)
    Atul Mishra (1910120135)
    Mayank Sharma (1910120021)
    Morvi Dhawan (1910120022)
    CASE ANALYSIS 4

    MARKET ATTRACTIVENESS/COMPETITIVE-POSITION MATRIX

    Market attractiveness factors Weight Rating (0-10 scale) TOTAL


    Customer needs and behavior 0.5 9 4.5

    Segment size and growth rate 0.3 7 2.1


    Macro trends 0.2 8 1.6
    (Ref: From Case Analysis 2) 8.2

    Competitiveness Position Factors Weight Rating (0-10) scale TOTAL


    Opportunity for Competitive 0.2 6 1.2
    advantage
    Capabilities and resources 0.4 6 2.4

    Industry Attractiveness 0.4 9 3.6

    (Ref: From Case Analysis 3) 7.2

    Market Attractiveness

    High (8-10) 

    Moderate (4-7)

    Low (0-3)
    Weak (0-3) Moderate (4-7) Strong (8-10)
    Competitive Position
    From the matrix we can see that the market attractiveness is high while the competitive position
    is moderate.
    Given this scenario the Target Market is consumers who “embrace a healthy lifestyle”,
    children, and anyone who wants a great tasting protein bar. Any adult who wants a healthy bar as
    a snack or even for meal replacement is a target consumer. Any adult preferring natural
    ingredients and against artificial ingredients in energy bars is a target customer. Children usually
    don’t look towards snack bars due to these reasons, their reason is taste. However, if the taste is
    better or at least at par with other energy bars, any adult accompanying the children will go for a
    bar which is healthier for their children.

    Hence the target segments are along the line of emotional segmentation, consumers looking for a
    healthy and tasty treat on the go are able to do so without the guilty feeling of quick snacking,
    functional segmentation for such consumer, who purchase KIND not only to provide their bodies
    with daily essential nutrients but also want to do so with ingredients that are natural and tasty and
    self- expressive segmentation , who are looking to buy a KIND bar for good and tasty health, no
    longer need to fear or feel guilty about snacking on granola bars when purchasing a KIND bar.
    with only a few easy to read ingredients that are completely organic and artificial free,
    consumers can feel confident and guilt free about eating a tasteful yet beneficial granola bar.

    With high market attractiveness a large target segment, a Mass Market strategy is suited for Kind
    energy bars. Due to moderate competitive position, Mass Market strategy with Differentiated
    marketing will work well for KIND bars against its competitors like Nestle and Kraft who have
    also diversified into energy bars and are experimenting rapidly to bring healthier and tastier
    energy bars for their consumers.

    KIND bars have already started working in this direction with fruit energy bars for kids which is
    an all-natural energy bar made with fruits with no compromise in taste. In fact the fruity taste of
    these energy bars is targeted at children only. Similarly when a research showed that females
    tend to buy Kind energy bars more than males, because maybe some men were turned off due to
    the sweet taste or the pretty colorful packaging, KIND came up with a new product line “Be
    KIND and STRONG”, instead of “Be KIND”. The products under this line, targeted at males,
    strong flavors like Honey Smoked BBQ, Honey Mustard, Roasted Jalapeno, Hickory Smoked,
    and Thai Sweet Chili, the bars were wider as compared to the KIND bars outside this product
    line and the colors on the packaging was also slightly darker with taglines like “We respect the
    barbecue. Do you?” which were supposed to appeal primarily to males.

    This type of specific differentiation for each of its target consumer segment, not only for the
    product itself but also for price and promotion will be really beneficial for KIND. It will help it
    to compete segment wise with specific focus on each of its target consumer segment’s needs so it
    can superiorly differentiate itself from its competitors so in its target consumer segments.

    With its existing positioning as a healthy, all-natural and tasty, that is as a “no compromise
    energy bar” and the KIND Movement, which aims to create a thriving community of people who
    choose kindness and make kindness a state of mind, a mass market strategy with differentiated
    marketing will have a positive impact.
    REFERENCES

    Energy bar market - Growth | Trends | Forecast (2021 - 2026). (n.d.). Mordor
    Intelligence. https://www.mordorintelligence.com/industry-reports/energy-bar-market

    (n.d.). KIND Snacks. https://www.kindsnacks.com/

    Gunther, M. (2015, June 9). A snack bar aims to change the world.
    strategy+business. https://www.strategy-business.com/article/00339

    Armstrong, J. K. (2014, May 19). Snack bars for Bros: The unexpected strategy behind kind’s
    new product line. Fast Company. https://www.fastcompany.com/3030758/snack-bars-for-bros-
    the-unexpected-strategy-behind-kinds-new-product-line

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