Jack Link’s Beef Jerky Going Hip and Healthy
Jack Link’s Beef Jerky Going Hip and Healthy
Introduction
The Jack Link’s Beef Jerky Company, founded in the 1880’s, is a producer of dried meat snacks that prides itself in the distribution of convenient, high-quality snack foods. Jack Link’s Beef Jerky is the fastest growing meat snack manufacturer in the world and sells more than 100 different meat snack products in more than forty countries. According to the company’s mission statement, this family-run business basis its principles and traditions on hard work, integrity and a commitment to earn consumer respect by delivering the best tasting meat snacks in the world. (Link, 2013) Over the years, the company has been forced to tailor its marketing towards an ever-changing population that now values nutritional value as well as visual appeal, economical value, and of course, taste.
Analysis
Beef Jerky snacks are subject to public stereotypes such as they are boring, not cool, eaten primarily by men, and not good for you. (Hawkins, Mothersbaugh, 2010) The Jack Link’s Company however is striving to overcome these stereotypes by advancing an aggressive marketing campaign geared toward unlikely audiences; promoting not only the fun and convenience aspects of this popular food, but the nutritional benefits it offers. Traditionally targeting a male-based audience, Jack Link’s Company is changing its focus in order to promote beef jerky’s attributes that appeal to a female audience. The product is low-fat, high-protein, and more satisfying to the appetite than its close rival; the potato chip. These attributes work tremendously in the products favor in that they are characteristics women tend to look for when choosing snack foods for themselves and their families. By appealing to a more feminine base, the product stands a better chance of being purchased as a snack food for women and children, as well as the traditional target audience, adult men. Besides its marketing campaign emphasizing convenience and
Introduction
The Jack Link’s Beef Jerky Company, founded in the 1880’s, is a producer of dried meat snacks that prides itself in the distribution of convenient, high-quality snack foods. Jack Link’s Beef Jerky is the fastest growing meat snack manufacturer in the world and sells more than 100 different meat snack products in more than forty countries. According to the company’s mission statement, this family-run business basis its principles and traditions on hard work, integrity and a commitment to earn consumer respect by delivering the best tasting meat snacks in the world. (Link, 2013) Over the years, the company has been forced to tailor its marketing towards an ever-changing population that now values nutritional value as well as visual appeal, economical value, and of course, taste.
Analysis
Beef Jerky snacks are subject to public stereotypes such as they are boring, not cool, eaten primarily by men, and not good for you. (Hawkins, Mothersbaugh, 2010) The Jack Link’s Company however is striving to overcome these stereotypes by advancing an aggressive marketing campaign geared toward unlikely audiences; promoting not only the fun and convenience aspects of this popular food, but the nutritional benefits it offers. Traditionally targeting a male-based audience, Jack Link’s Company is changing its focus in order to promote beef jerky’s attributes that appeal to a female audience. The product is low-fat, high-protein, and more satisfying to the appetite than its close rival; the potato chip. These attributes work tremendously in the products favor in that they are characteristics women tend to look for when choosing snack foods for themselves and their families. By appealing to a more feminine base, the product stands a better chance of being purchased as a snack food for women and children, as well as the traditional target audience, adult men. Besides its marketing campaign emphasizing convenience and
References: ConArga, (2013). Slim jim center for spice loss. Retrieved on February 1, 2013 from http://www.slimjim.com/products/beef-steak-and-kippered-beef. Hawkins, D., Mothersbaugh, D. (2010). Consumer behavior; building marketing strategy. New York, NY: McGraw-Hill Irwin Link’s, J., (2013). Jack link’s beef jerky. Retrieved on February, 1, 2013 from http://www.jacklinks.com/. Shah, A., (2010). Children as consumers. Retrieved on February 1, 2013 from http://www.globalissues.org/article/237/children-as-consumers.