Janet Producer Loan in order to expand

Janet Chen, Aaron Chu, Bronson Berry, Derek Swan & Michael Ashley Justin’s Creative Strategy & Promotion Proposal 1. Title PageAgency name: The Millennial FalconsCampaign slogan: Sell your stuff without the fluffNames of all group members:2. Executive Summary (no more than 1 page in length and should summarize your entire report. Be sure to describe your overall creative strategy in this summary.) 3. Situation AnalysisBrief history of Justin’s and the products sold (1-2 pages)Justin’s was founded in 2004 by Justin Gold in Boulder, CO. The idea for nut butters originated when Justin needed a source of energy for his bike rides. After creating many different types, Justin started writing his name on the jars to keep his roommates from eating them.He sold his nut butters at the Boulder Farmers’ Market, and created his business plan with help from the University of Colorado Leeds School of Business. The first four flavors Justin developed were Heavenly Honey Peanut Butter, Sinfully Cinnamon Peanut Butter, Honey Almond Butter, and Pumpkin Pie Peanut Butter. After his four nut butters were a hit at the Farmers’ Market, he used it as leverage to stock his products in retail stores in 2005. After Justin’s introduced Maple Almond Butter in 2006, it became a top seller through changing people’s perspectives on almond butter. Justin’s created the nut butter squeeze pack after he discovered that no one had done it before, and most energy providing squeeze packs were full of sugar. The squeeze packs were small enough to conveniently carry an energy boost with you, and to sample Justin’s variety of flavors. In 2007, Justin’s acquired the first Whole Foods Market’s Local Producer Loan in order to expand production in the region. In 2009, Justin’s partnered with the local non-profit organization Conscious Alliance to support the Pine Ridge Native American community. Justin’s also rebranded in order to stand out on retail shelves with new packaging. In 2010, Justin’s released their Chocolate line of nut butters, consisting of Chocolate Almond Butter and Chocolate Hazelnut Butter. Both chocolate nut butters had over 50 percent less sugar than leading brands. In 2011, Justin’s introduced peanut butter cups made with high quality chocolate. The peanut butter cups are 100 percent organic, Rainforest Alliance certified, and gluten free. Justin’s also co-created Whole Planet Foundation’s Microloan-a-Month Fund. Justin’s celebrated its ten year anniversary in 2014. Justin’s is ranked in the top 15 on the Inc. 500/5000 Fastest Growing Companies list for the food and beverage category, and recognized by Ernst and Young as Entrepreneur of the Year. http://justins.com/justins-story/company-story Justin’s offers three types of products, which are nut butters, snack packs, and peanut butter cups. The flavors of the nut butters are Maple Almond Butter, Classic Almond Butter, Honey Almond Butter, Vanilla Almond Butter, Chocolate Hazelnut Butter, Classic Peanut Butter, and Honey Peanut Butter. The flavors of snack packs are Maple Almond Butter + Pretzels, Chocolate Hazelnut Butter + Pretzels, Classic Almond Butter + Pretzels, Honey Almond Butter + Pretzels, Honey Peanut Butter + Banana Chips, and Classic Peanut Butter + Banana Chips. The flavors of peanut butter cups are Dark Chocolate, Milk Chocolate, White Chocolate, Mini Dark Chocolate, and Mini Milk Chocolate. http://shop.justins.com/Analysis of the target audience and their food trends (3-4 pages)Justin’s target audience are Millennial moms, and they have unique characteristics and food trends. As many as 67% of Millennial moms are multi-cultural and according to the Census Bureau, more than half of all US children will be non-white, which means their food trends will be heavily influenced by their ethnicity and cultural background. First-generation American moms will probably be least likely or inclined to be heavy users of peanut butter products. Millennial mothers look different than mothers of the past. Many moms today are single moms, as the divorce rate is at 50%, a growing number are the main breadwinners, and may live with extended families as well. Another trend we are seeing is that mothers are becoming mothers at older ages, usually around thirty or later. A large part of this is that most millennial moms have a college degree. After college, they spend time in the workforce developing their skills. Even after these young women had found a husband, they wait wait for several years before having children. The nickname DINKs have been given to these types of families (Dual Income, No Kids). From this information, we see that mothers are very sharp and mature by the time they are having kids: they have a college degree and have experienced adulthood for a while.As far as food trends with millennial moms, many moms are now getting advice on purchasing decisions from their connection to media, either through social networking sites or customer reviews on goods. “According to Adweek, ‘Millennial Moms are more likely to use their smartphone as a shopping accessory than any other group.’ This means that they are constantly taking in reviews, looking for coupons, and getting the opinions of other moms they trust.” (https://steadfastcreative.com/millennial-moms/). This means when Justin’s advertises to these moms, they will be checking to see if Justin’s ads are true by asking their friends or researching reviews online. Also according to Steadfast Creative, millennial moms “care more about a company’s values than its prices.” This is a huge shift from what customers typically want: the lowest price on the market. They care about the values of companies and that their products are made authentically and ethically. Millennials, especially mothers care about a brand’s sincerity. That being said, their top priority is safety, and they want to make sure that what their children consume is safe and healthy for them. They won’t buy food products from companies that have taken shortcuts in the past. Steadfast Creative expands on this by saying, “If they find the right product, they will do everything they can to get the price reduced, but at the end of the day, they won’t sacrifice quality for affordability very often.” (https://steadfastcreative.com/millennial-moms/). Peace of mind is what millennial moms are willing to pay extra for, but like the quote says, they are still thrifty and want the best price. So how are Millennial moms reached? It starts with not only creating a credible brand, but by having integrity as one of the cornerstones of the company. Millennial moms trust other millennial moms, and this is shown through the referrals they give each other on food products. Steadfast creative talks more about this unique audience by saying, “it’s up to marketers to show a full gambit of different types of mothers in their imagery, avoid cliches of the working or stay-at-home mom, and treat millennial moms as individuals. Having kids doesn’t make them all interchangeable, and it doesn’t completely unify their interests or habits.” (https://steadfastcreative.com/millennial-moms/). Yes mothers may still be the main buyer of households, but millennial mothers are a different group advertisers are used to.”Despite Millennial moms’ digital devotion, the study found they still prefer shopping for groceries in supermarkets (88%), big-box retail stores (81%), and local farmer’s markets (42%) rather than online, and believe nutrition is more important than price when it comes to shopping for food for their children’s lunch boxes. “Even if they’re not buying food online, 51% of Millennial moms use their smartphones in-store to search for recipes, providing an ideal opportunity for brands to reach them at their moment of need,” advises Van Dam.” http://www.womensmarketing.com/blog/2015/11/millennial-moms-prioritize-healthy-foods/ The Millennial Moms consider healthy brands to include brands, such as: Skinny Pop, Bear Naked, and Eden Organic alongside Kraft, Nabisco, and Pepperidge Farm. “Women are educating themselves. They’re talking to other moms, reading product reviews, and connecting on social to learn about new products,” Van Dam explains. “Researchers tell us that moms mention brands an average of 73 times per week. When we see studies that say that 79% of women learn about brands through word-of-mouth and almost 60% are influenced by online reviews and social media, it’s clear that this is an important place brands should be connecting with moms.”Convenience & health are the two big trends (https://www.naturalproductsinsider.com/blogs/food-beverage-perspectives/2016/12/millennial-moms-seek-convenient-nutritious-food-c.aspx). “Millennials tend to purchase greater volumes of organic and locally sourced foods; however, many of these healthier food choices, such as fruits and vegetables, can take a considerable amount of time to clean, cut, and prepare. Time is always a key factor in the busy lives of younger moms.  As reported by the PBH Foundation, 60 percent of moms spend 30 minutes or less preparing a meal. Of that 60 percent, many spend only 10 minutes preparing a meal.”Pre-cut vegetables, partially prepared foods that save time Beyond convenience and health, the mothers also consider identity, community  & ethosThey aren’t only purchasing what’s most affordable, but also making smart, conscious decisions due to the accessibility to information that previous generations lacked “According to the U.S. Census Bureau, almost 84 percent of all U.S. households have some form of computer; Millennial moms, more than any other generation of moms, are 78 percent more likely to consider social media important for showing support of their favorite brands; and younger moms are also 71 percent more likely to have blogged about their purchasing experiences and 28 percent more likely to have rated or reviewed products and services on social media.” “According to ad week 80% of millennial mom say that safety is a top priority for their family” (more than price or value)http://insights.trybe.com/blog/millennial-moms-trends/”Millennial moms also tend to prefer big box retailers where they can buy multiple items they need in one stop, instead of going several places in a shopping trip.” https://www.fooddive.com/news/why-millennial-moms-are-the-current-it-demographic/432828/ https://www.statista.com/statistics/456916/us-millennial-mom-weekly-parenting-information-resources/Analysis of how Millennial Moms learn about products and get product information (1-2 pages) Millennial moms are major social media influencers. Much of the information they receive about products comes from recommendations of friends or family and especially through mothers on social media with a strong following. A few of the important factors for mother’s when learning about new products is convenience, authenticity, and https://www.fona.com/consumer-insight-millennial-moms/https://www.forbes.com/sites/jefffromm/2015/10/01/brands-connecting-with-millennial-moms-capitalize-on-healthy-food-trends-convenience-and-community-2/#54ea8aa254e5http://insights.trybe.com/blog/millennial-moms-trends/”The Millennial moms want to have their personal identity as part of the foods they choose. 78% of moms are likely to share their experiences on blogs, and 28% will write a review of the product they have purchased on social media. These moms want to show off their healthy lifestyles and smart decision making.Buying locally is an important factor because they have a desire to support their community. They like convenience since they are busy and lack time. They grow attached to brands that offer unique and easy packaging of food that are healthy. A study from crowdtap found that 97% of millennial moms pay attention to social media to buy or chose products while shopping. They focus on the price of an item.https://www.forbes.com/sites/jefffromm/2016/09/21/when-marketing-to-millennial-parents-authenticity-is-required/#189963774d85 When the parents see ads that highlight their efforts and positivity that speaks to them about how to do good parenting they tend to like those brands.  Mobile advertising – meet the Millennial Mom where she’s at (most likely social media or online blogs) Add varietyLeverage videoBe real – Millennial Moms value authenticity. They want to know the company’s value, mission, purpose, and be on board with the company values before buying their products because they value identifying with the brand. “According to Adweek, Millennial Moms are more likely to use their smartphone as a shopping accessory than any other group. This means that they are constantly taking in reviews, looking for coupons, and getting the opinions of other moms they trust.” https://steadfastcreative.com/millennial-moms/Millennial moms influence other millennial moms a lot through referralsTrybe’s (global research tech company) study shows that 48% of millennial moms state that social media is a major influence in buying a product or service.Business Insider – “America’s staple food is getting a makeover, and it’s revolutionizing a $1.9 billion dollar business” (http://www.businessinsider.com/peanut-butter-is-getting-a-makeover-2016-3). “Peanut butter’s share of the nut butter launches dropped by 22% in a single year, falling to 45% in the first eight months of 2015 from 58% in the same period the prior year, according to Innova Market Insights.””Americans have been moving towards other nut butters due to growing peanut allergies and consumer tastes for authenticity and variety.”Peanut allergies have more than doubled in the U.S. since 1997 and there has been an increase in nut-free zones in schools Studies have shown that pregnant mothers who increase their intake of peanuts and other varieties of nuts can lower the risk of their children having a peanut allergy. https://jamanetwork.com/journals/jamapediatrics/fullarticle/1793699** MAKE SURE TO SUMMARIZE THIS SECTION IN OUR OWN WORDS (no copy and pasting) 4. Creative Brief See p.191 of the textbook for an example – use the format listed in the book This will outline the objectives + strategies for your campaign. It’s important that you choose a positioning strategy that can be used to consistently deliver a brand message for many years (1-2 years) OUTLINE FROM PAGE 191 OF THE TEXTBOOK:What is the product or service?Who/what is the competition?Who are we talking to?What consumer need or problem do we address?What does the consumer currently think about us?What one thing do we want them to believe?What can we tell them that will make them believe this?What is the tonality of the advertising?5. Creative RecommendationsWritten description of your ‘big idea’ or creative positioning strategy. Storyboards for commercials (with complete scripts) Thorough description of your additional promotion. Include a visual layout of what you’re proposing, whatever it may be.Why it will workIn one page, describe why your campaign will be a success. 6. Bibliography – cite your sources, peeps! ** Grade Distribution Paper = 85 points (max)Presentation = 15 points (max)https://steadfastcreative.com/millennial-moms/Product of Service: Justin’s, exotic nut butters creams, organic candiesWho/what is the competition: other retail brands that sell these types of products. Skippy, peter pan, jif. Reese’s Peanut butter cup. MaraNatha, Yumbutter, and Big Spoon Roasters. They are also cheaper. Brands that sell healthier and organic nut butters are closer direct competition to Justin’s than a brand like Jif. Challenges: pricey at the moment because of the organic ingredients and small size of the company. Converting consumers from their staple brands to a newer brand that they haven’t tried. Both millennial moms who consume cheaper, less healthy brands and millennial moms who consume organic, healthier brands.Who are we talking to: we are trying to communicate the value of our product to millennial moms. These are tech-savvy, younger moms in their mid-twenties to early thirties. They want a fit and healthy diet for themselves and family members. They like to use all forms of media to express themselves to the community. What customer needs do we address: Justin’s is alternative to cheap brands. We are hitting the organic and healthier brand that hits all the nutritional needs without the drawbacks. It also offers busy mothers who are on the go the convenience of being pre-packaged (referring to the squeeze packs) for their kids and portioned out in healthy serving sizes. What do the customers think about us: http://www.junkfoodguy.com/2012/10/11/review-justins-organic-milk-chocolate-dark-chocolate-peanut-butter-cups-justins-wants-to-give-you-a-case-of-these/#sthash.VMWzfFDN.dpbsWhat is the one thing we want them to believe: best new wave of healthy spreads and snacks in the market. Justin’s is more healthy and satisfying than their competition at the same price point.What can we tell them to make them believe: High in protein and healthy fats, it serves as the perfect snack. The high fiber content in nut butter is found to quell hunger and aid in weight loss, and studies show people who consistently eat nuts or nut butter lessen their chances of developing type 2 diabetes or heart disease, compared to those who do not. https://www.builtlean.com/2013/09/16/justins-nut-butter-review/ What is the tone of ads:Light hearted, funny, or emotionalPositioning — Segmentation Differentiation Targeting – Millennial moms, with two sub-auPositioning SWOT


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