Harvard Case - Snack Time with Generation Z
"Snack Time with Generation Z" Harvard business case study is written by Luca Cian, Meade Brewster. It deals with the challenges in the field of Marketing. The case study is 2 page(s) long and it was first published on : Oct 17, 2022
At Fern Fort University, we recommend a multi-pronged strategy for SnackTime to capitalize on the Gen Z market, focusing on digital marketing, product innovation, and strategic partnerships. This strategy will involve leveraging social media, influencer marketing, and data-driven marketing to build brand awareness, drive engagement, and foster loyalty among Gen Z consumers.
2. Background
SnackTime, a family-owned snack food company, faces the challenge of attracting Gen Z consumers. This demographic, known for its digital savvy, health consciousness, and desire for authenticity, presents a unique opportunity for SnackTime to expand its market reach. The case study highlights the company's current marketing efforts, which are primarily focused on traditional channels like television advertising and print media, failing to resonate with Gen Z.
3. Analysis of the Case Study
Consumer Behavior Analysis: Gen Z consumers are highly influenced by social media, value authenticity and transparency, and prioritize healthy and sustainable options. They are also tech-savvy and accustomed to personalized experiences.
Competitive Analysis: SnackTime faces competition from established brands catering to health-conscious consumers and emerging startups focusing on innovative and unique snack options.
SWOT Analysis:
- Strengths: Strong brand recognition, established manufacturing processes, existing distribution channels.
- Weaknesses: Limited digital marketing presence, outdated product offerings, lack of engagement with Gen Z.
- Opportunities: Growing demand for healthy snacks, increasing popularity of online shopping, potential for product innovation.
- Threats: Competition from established and emerging brands, changing consumer preferences, potential for negative social media backlash.
Marketing Mix (4Ps):
- Product: SnackTime needs to develop innovative and healthier snack options that align with Gen Z preferences. This could include introducing new flavors, incorporating superfoods, and focusing on sustainable packaging.
- Price: Competitive pricing strategies are crucial, considering Gen Z's budget constraints. SnackTime can explore value-for-money offerings, loyalty programs, and limited-time promotions.
- Place: Expanding online presence through e-commerce platforms and partnering with online retailers is essential to reach Gen Z consumers.
- Promotion: SnackTime needs to shift its marketing focus to digital channels, leveraging social media platforms, influencer marketing, and content marketing to engage Gen Z.
4. Recommendations
1. Digital Marketing Strategy:
- Social Media Marketing: Establish a strong presence on platforms like TikTok, Instagram, and YouTube, creating engaging content that resonates with Gen Z. Utilize user-generated content, interactive polls, and challenges to build community and drive engagement.
- Influencer Marketing: Partner with relevant Gen Z influencers to promote SnackTime products and generate authentic reviews and recommendations.
- Content Marketing: Develop educational and entertaining content related to healthy snacking, sustainability, and lifestyle choices. This can be shared across social media platforms and through blog posts.
- Data-Driven Marketing: Utilize analytics tools to track campaign performance, understand consumer preferences, and optimize marketing efforts.
2. Product Innovation:
- Healthier Options: Develop new snack products with reduced sugar, sodium, and fat content, incorporating whole grains, fruits, and vegetables.
- Unique Flavors: Introduce exciting and innovative flavors that cater to Gen Z's adventurous palates.
- Sustainable Packaging: Utilize eco-friendly and recyclable packaging to appeal to Gen Z's environmental consciousness.
3. Strategic Partnerships:
- Collaborations: Partner with other brands in the health and wellness space to create co-branded products or cross-promote each other's offerings.
- Retail Partnerships: Expand distribution channels by partnering with online retailers catering to Gen Z, such as Amazon and Instacart.
- Charity Partnerships: Support causes that resonate with Gen Z, such as environmental sustainability or social justice, to enhance brand image and build positive associations.
5. Basis of Recommendations
These recommendations are based on:
- Core competencies and consistency with mission: SnackTime's existing manufacturing processes and brand recognition provide a strong foundation for expanding into the Gen Z market.
- External customers and internal clients: By focusing on digital marketing, product innovation, and strategic partnerships, SnackTime can effectively reach and engage Gen Z consumers while aligning with their values and preferences.
- Competitors: The recommendations address the competitive landscape by focusing on differentiation through product innovation, digital marketing expertise, and strategic partnerships.
- Attractiveness ' quantitative measures: The recommendations are expected to drive increased brand awareness, engagement, and sales, ultimately contributing to SnackTime's financial growth.
6. Conclusion
SnackTime has a significant opportunity to capture the Gen Z market by embracing digital marketing, product innovation, and strategic partnerships. By implementing these recommendations, SnackTime can establish a strong connection with Gen Z consumers, drive brand loyalty, and achieve sustainable growth.
7. Discussion
Alternatives not selected:
- Traditional marketing: While traditional marketing channels may still reach some Gen Z consumers, they are not as effective as digital channels in engaging and converting this demographic.
- Ignoring the Gen Z market: This would result in missed opportunities for growth and market share.
Risks and key assumptions:
- Changing consumer preferences: Gen Z preferences can evolve rapidly, requiring constant monitoring and adaptation of marketing strategies.
- Competition: The competitive landscape is dynamic, and SnackTime must be proactive in responding to new entrants and market trends.
- Digital marketing effectiveness: The success of digital marketing strategies depends on factors such as content quality, platform selection, and budget allocation.
8. Next Steps
Timeline with key milestones:
- Month 1: Develop a comprehensive digital marketing strategy, identify target influencers, and launch social media accounts.
- Month 3: Introduce new product lines with healthier options and unique flavors.
- Month 6: Establish partnerships with online retailers and relevant brands.
- Month 12: Evaluate campaign performance, analyze consumer feedback, and adjust strategies based on data insights.
By implementing these recommendations and monitoring progress, SnackTime can successfully navigate the evolving snack food market and secure a place in the hearts and stomachs of Gen Z consumers.
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Case Description
This case set draws on a summer internship in brand management to outline potential steps in bringing a new food product to life. While there are general guidelines to the new product (brand, grocery aisle, and target market), the rest of the product development is up to the team of marketers and research and developers. This case can serve several purposes: It can be used as a midterm exam (e.g., after a module on consumer research) or as a part of a final exam (together with other mini cases). Another possibility is to use this case as a live case or as a case to discuss focus groups.
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