Gabrielle Straus, Caroline Coffey, Luke Purcell,

Sarah Bastian, Maxine Jacey

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Presentation 1 Recap
● Justin’s - health, innovation, corporate consciousness 5
● High quality, expensive positioning 3
● Expanding market with variety of food products 2

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Presentation 1 Recap
● Our new product: filled pretzel bites
● 3 oz and 40 oz sizes
● Target market: wealthy, healthy,
on-the-go, younger
● Variety of fillings: any of Justin’s current
nut butter flavors
● Functional benefits: filling, nutritious,
convenient (3 oz)
● Emotional benefits: feel healthy, sharing
and togetherness (40 oz)

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Presentation 1 Recap: STDP
Segmentation Target Differentiation Positioning

Demographic Individuals who Entering a new Convenient, healthy

segmentation: desire a healthier market of pretzel and environmentally
● Higher income alternative to snacks snacks friendly snack that
vs lower income ● Wealthy ● Justin’s offers a satisfies consumers
● Younger vs ● Younger healthier more than less
Older ● Healthy alternative to healthy alternatives.
Generation ● On-the-go pretzel snacks
Psychographic ● Our pretzel bites
segmentation: are also higher
● Healthy vs quality which
unhealthy justifies our
● On-the-go prices
lifestyle vs stay
at home

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Concept Test Results
● 8/27 would definitely or probably purchase 3 oz
● 11/27 would definitely or probably purchase 40 oz
● Average rating was 7.15 out of 10
● The majority (14/27) favored high in protein
● Modifications to the plan:
○ Lower price single serve (changed from $6-10 to $3-5)

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Demand Forecast
● Q=nxqxp
● 3 oz:
○ n = 11/27 * 255,200,373 (1) * 6% (8) * 54.45% (7)
○ q = 365 (6)
○ p =$4
○ Q = $4,959,206,768
● 40 oz:
○ n = 11/27 * 255,200,373 (1) * 6% (8) * 54.45% (7)
○ q = 52 (6)
○ p = $17.5
○ Q = $3,091,012,438

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Product
● Pretzel bites with a variety of fillings!
○ Choose from a variety of Justin’s nut butters - almond butter, cashew butter,
peanut butter, and hazelnut
● Size: 3 oz and 40 oz
● Special features:
○ On-the-go resealable snack size
○ Eco-friendly reusable jug for sharing

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Pricing
● Market skimming - high initial price
○ High quality product with expensive brand image.
○ Market may be difficult for competitors to enter due to power of major companies
like Utz and Snyder’s, but we can enter as an established brand with a high quality
image
● After first year: value-based.
○ Our prices will remain high based on the high value our brand image, processes,
and quality bring to consumers.

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Place
● The shops Justin’s is currently sold at - Target, Whole Foods,
Starbucks, etc
● Expand into bulk sections with 40 oz
● Smaller sizes near checkout

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Promotion
Traditional advertising:

● Billboard
● Healthy lifestyle magazine

Nontraditional advertising:

● Guess the # of pretzels in jug → repost for WOM influence

● Pretzel & almond love story video, social media campaign

Overall minimalistic style in line with the modern and high quality Justin’s
image
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Thank you!

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 References
1 The Annie E. Casey Foundation. (2020, September). Total Population by child and
adults populations in the United States. Kids Count Data Center.
https://datacenter.kidscount.org/data/tables/99-total-population-by-child-and-adult-pop
ulations#detailed/1/any/false/1729,37,871,870,573,869,36,868,867,133/39,40,41/416,
417
2
Grand View Research. (2019, January). Healthy Snacks Market Size Worth $32.88 Billion
By 2025. Grand View Research. https://www.grandviewresearch.com/press-
release/global-healthy-snack-market.
3
Jackson, K. (2020, February 27). These are the 10 best peanut butters, according to
nutritionists and chefs. TODAY.com. https://www.today.com/food/best-peanut-
butters-according-nutritionists-chefs-t145189.
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 References
4
Questions About Nut Butter. Justin's. http://www.justins.com/questions-about-nut-butter.
5
Values. Justin's. http://www.justins.com/values.
6
Mintel Group Ltd. (2015, July 9). A snacking nation: 94% of Americans snack daily. Mintel.
https://www.mintel.com/press-centre/food-and-drink/a-snacking-nation-94-of-americans-sna
ck-daily.
7
Statista. (2020, November 13). U.S: Consumption of pretzels 2020. Statista.
https://www.statista.com/statistics/277193/us-households-consumption-of-pretzels/.
8
Wunsch, N.-G. (2020, November 25). Peanut butter: Market share of the leading brands in
the U.S. 2017. Statista.
https://www.statista.com/statistics/586957/market-share-peanut-butter-brands-in-the-united
-states/

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