Athenos Hummus
Kraft Athenos Hummus:
Marketing through sports
Executive Summary
Hummus is already a popular choice among endurance athletes. Competition among brands within this portion of the target market is important and therefore, should become a focus of the Athenos brand. Athenos has not yet utilized sports marketing to promote the brand, but with a focus on the hummus products, a sports overlay can be very effective to target key consumers. Athenos currently falls behind Sabra as the market leader in hummus and because neither brand currently markets their products through sports, this is a vital opportunity for Athenos to increase their market share and gain popularity among consumers.
Target Market
Hummus is a healthy snack option and can be included in both a vegetarian and vegan diet. The target consumers are those that have particular beliefs and values when it comes to the food they eat. As advertising agency Droga5 explains about this group of consumers, “they love being the first of their friends to know about a great new restaurant. They also have more exposure to and knowledge of ethnic foods than any generation before them. “(Droga5, 2011). The target consumer is not concerned as much about “light” foods as they are about balanced foods. These consumers place value on knowing where their food comes from and they have the “knowledge to appreciate its quality and authenticity. Above all, it 's about appreciation for food, body, and the world around them.”(Droga5, 2012). More specifically the target audience consists of consumers age 18-34” and among the target audience are endurance athletes, both amateur and professional which will be the focus of these traditional sports marketing strategies. (CreativeMag, 2011).
Product
Athenos Hummus is a food dip or spread that is made from cooked, mashed chickpeas, tahini, olive oil, lemon juice, and salt. It is currently sold in 7 oz. and 14 oz. containers and is offered in 7 different flavors. The
Marketing through sports
Executive Summary
Hummus is already a popular choice among endurance athletes. Competition among brands within this portion of the target market is important and therefore, should become a focus of the Athenos brand. Athenos has not yet utilized sports marketing to promote the brand, but with a focus on the hummus products, a sports overlay can be very effective to target key consumers. Athenos currently falls behind Sabra as the market leader in hummus and because neither brand currently markets their products through sports, this is a vital opportunity for Athenos to increase their market share and gain popularity among consumers.
Target Market
Hummus is a healthy snack option and can be included in both a vegetarian and vegan diet. The target consumers are those that have particular beliefs and values when it comes to the food they eat. As advertising agency Droga5 explains about this group of consumers, “they love being the first of their friends to know about a great new restaurant. They also have more exposure to and knowledge of ethnic foods than any generation before them. “(Droga5, 2011). The target consumer is not concerned as much about “light” foods as they are about balanced foods. These consumers place value on knowing where their food comes from and they have the “knowledge to appreciate its quality and authenticity. Above all, it 's about appreciation for food, body, and the world around them.”(Droga5, 2012). More specifically the target audience consists of consumers age 18-34” and among the target audience are endurance athletes, both amateur and professional which will be the focus of these traditional sports marketing strategies. (CreativeMag, 2011).
Product
Athenos Hummus is a food dip or spread that is made from cooked, mashed chickpeas, tahini, olive oil, lemon juice, and salt. It is currently sold in 7 oz. and 14 oz. containers and is offered in 7 different flavors. The
References: CreativeMag (2011, February/March). Creative Grocery Merchandising. Retrieved from http://www.creativemag.com/groc032011.html Droga5 (2011, December). Athenos Case Study. Retrieved from http://www.droga5.com/#/casestudies/athenoscs Fullerton (2010). Marketing through Sports Using Mainstream Strategies. (pp.60-91). International Edition. Sports Marketing. New York, NY: McGraw Hill. Hummus Place (2012). Retrieved from http://www.hummusplace.com/ WVU, P.I. School of Journalism (2012). Lesson 2: Marketing Through Sports. Retrieved from https://ecampus.wvu.edu/webct/urw/tp0.lc5116001/cobaltMainFrame.dowebct