Target+Audience+Analysis

Because only 14% of all adults in the U.S. regularly eat nutrition/energy bars, the overall category has significant room in which to grow (Mintel). As the current market leader, Clif Bar wants to not only retain its current loyal users, but also sees potential to bring non-users, who also match the following target audience, into the brand community.
 * Target Audience Analysis & Definition**

The target audience for Clif Bar is between the ages of 22 and 45 (157, 136) and includes both men and women (156 and 128, respectively). These consumers hold college degrees (157), have a household income of over $150,000 (200), and whose average home value is greater than $500,000 (175). These demographic descriptors indicate that Clif Bar’s target audience has a significant amount of disposable income.

A slight majority of Clif Bar’s target audience has never been married (139), and those with children have ones that are very young – the majority is less than two years old (132). Clif bar’s target users also have resided at their current address for only one year or less (135). These demographics suggest that Clif Bar’s target audience maybe somewhat itinerant and values the feeling of freedom, independence, and not being tied down.

In terms of other lifestyle preferences and values, the media usage of Clif Bar’s target audience indicates that these consumers are very much into travel, suggesting that they strongly value exploring the world around them and trying new things (//Outside//=550). These consumers are experience-driven and value the sense of adventure. Their media interests also indicate they value an active and healthy lifestyle (//Bicycling//=531, //Ski//=446, //Runner’s World//=390). Beyond being physically active, Clif Bar’s target audience values overall well-being and intelligence (//Sierra//=470, //The Atlantic//=411, //The New Yorker//=308).

Finally, the types of media where Clif Bar’s target audience invests its time also suggest something about lifestyle and overall values. These consumers virtually live online; the most popular Web sites include Gmail.com (225), About.com (311), CNN.com (227), WSJ.com (368), Facebook.com (245), Flickr.com (467), Orbitz.com (217), TripAdvisor.com (239), and IMDb.com (280). The popularity of these sites indicate that this audience value travel, curiosity, movies, being up-to-date on world events, and sharing experiences with others throughout the world.

This audience’s interests and values are further explained in the TV they consume; the most popular stations include BBC America, Bloomberg, Fine Living, Independent Film Channel, The Science Channel, the Sundance Channel, and Versus. While these consumers are not interested in TV as a medium overall (cable/satellite or network), the exceptions fall under specialized channels – particularly those that feature outdoor recreation – that also mirror their online interests and further explain overall lifestyles and values.