Jack Linkʼs Portion Control

Agenda

What does the current beef jerky market look like?

How can we differentiate Portion Control from the current market?

Who is our new target audience?

How can we communicate with this new audience?

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Beef Jerky Market Share

Snack Market Share

Moms have misconceptions of Beef Jerky

Beef Jerky is not a top-of-mind product for moms

Moms incorrectly view Beef Jerky as unhealthy

Too muchsodium

Unhealthy

Convenience

Price

HealthExercise

Relaxing

Cooking Kids

Husband

Farmville

Friends

Me-Time

CleaningFun

Laundry

Schedules

Safety

Money

WorkShopping

Bills

So, what do moms value?

47Health

29

Convenience

24

Price

Convenience

Price

Health

Momʼs top priorities

Price

Over recent years, value-for-money has become the single most important criteria for shoppers around the world.

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SOURCE: Datamonitor: Changing Grocery Shopping Patterns, 2008

Convenience

There is an overlay of simplicity and convenience that just comes along with being a mom. All moms are looking for convenient products that require no compromises.

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SOURCE: Iconoculture, 2008

Health

Parents typically look to themselves when it comes down to the ultimate responsibility for their children’s health.

Childhood obesity is a serious and escalating public health concern, yet children are targeted as never before by marketing and high-calorie, nutritionally deficient foods.

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SOURCE: Yankelovich, Childhood Obesity, 2007Linn & Novosat, Calories for Sale, 2008

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