1. Ashley Short
On the Edge Advertising
ADVA 208: Principles of Market
Research

2. • New product that will provide a healthy snack for
kids
• 100% Organic
• Vegan
• GMO Free
• Currently sold in over 100 health food stores
• Sold at $2.25 per bar or $7.45 for a box of 4 bars
• Three Great Tasting Flavors
• Very Berry Blast
• Super Blueberry Bar
• Tropical Green Smoothie Bar
• Made with vegetable base and incorporates fruits and fruit
juices for a taste kids will enjoy

3. Easy Peasy

4. • Easy Peasy does have a website in which consumers can
order their product online, and they do keep a database
of all these sales. Also, they do have a Facebook and
Twitter page that is used to promote the business.
However, they do not currently have any local or
regional advertising.
• The business is performing well financially in their small
distribution area, but they would like to increase and
expand national sales. Since much of their sales come
from impulse purchases and repeat buys, they are unsure
of how well their brand is known. While they believe they
know who their target market is in the Northeast where
they are headquartered, they are not aware of the
demographics and needs of other regions throughout
the United States. Easy Peasy is considering branching
out to other larger facilities in order to support a national
launch, and determining whether this is worth the
financial risk.

5. • Promote the
product through
local and regional
advertising
• Increase brand
awareness
• Discover the target
market for all regions
in the United States
• Branch out to an
additional 100
health food stores
over the next year

6. Conducted for Markets Surrounding Easy Peasy Headquarters

7. • Conducted for markets
surrounding Easy Peasy
Headquarters
• New England
• Mid Atlantic
• South Atlantic
• East North Central
• Questions collected
data such as gender,
age, income and
familiarity of Easy Peasy
Products
• Target Market
Information
Deducted from
Surveys:
• Gender: Female
• Age: 25-50 years old
• Level of Education:
Bachelor’s Degree
• Average Household
Income: $75,000-
125,000
• Marital Status: Married

8. • Twelve (12) consumers were surveyed
• Approximately 82% of those surveyed admitted to at
least sometimes eating healthy foods, and even
more of those surveyed stated that they at least
sometimes purchased organic foods.
• Majority declared they would consider paying
between $1 to $1.99 for a snack bar that is organic,
GMO free and vegan
• Easy Peasy currently offers their bars at $2.25 per bar
• If Easy Peasy can establish the product as a tasty
product that kids like, the target market may be
willing to pay a little extra.

9. Conducted via Survey Monkey

10. • Which category below
includes your age?
• What is your
approximate average
household income?
• How many people
currently live in your
household?
• Which, if any, of these
national food stores
have you shopped at?
• Where do you usually
shop for food?
• How important is it to
you to eat healthy?
• How easy/difficult is it to
get your children to eat
their fruits and
vegetables?
• What form of
advertising do you feel
you best respond to?

11. • Eleven consumers responded between April 1, 2015
and April 4, 2015
• Results:
• Age: Majority of consumers who took survey were 21-29
years old
• Household Income: $50,000-74,999
• Size of Household: 3-4, 5-6 people
• These results will assist in determining target market
• Natural Food Stores: Whole Foods
• Stores Currently Shopped At: Large/Corporate Food Store
• Results will help Easy Peasy in determining types of stores
and locations to branch out

12. • Results (Cont.)
• Healthy Eating Habits: 81% felt it was at least somewhat
important to eat healthy
• Children Eating Habits: Majority of the consumers have a
difficult time getting their children to eat fruits and
vegetables.
• This data confirms that the Easy Peasy product can assist
consumers with providing a tasty snack for children
• Advertisement: Top three advertisement strategies are
internet, newspapers and magazines
• This data will help Easy Peasy with developing ways to
advertise their product locally and regionally.

13. Objectives, Hypothesis, Null Hypothesis and Variables

14. • Gain more
demographic
information about
target market
• Discover locations
consumers shop for
organic products
• Discover consumers
view on eating
organic products
• Discover the best
type of advertising
to grab consumer’s
attention

15. Hypothesis and Null Hypothesis
• Hypothesis:
• Male and female consumers over
the age of 21 feel it is important
to eat healthy, and will purchase
Easy Peasy’s vegetable-based
bars for their children.
• Null Hypothesis:
• Male and female consumers over
the age of 21 feel it is not
important to eat healthy,
therefore will not purchase Easy
Peasy’s vegetable-based bars for
their children.
Variables
• Number of consumers will
consistently change
• In order to increase production and
outreach to more consumers, the
brand is looking to branch out to a
larger facility to support a national
launch
• Location and number of
locations
• Plan on expanding into national
health food stores once production is
increased
• Advertisement for Easy Peasy
• No local or regional advertising
• An increase in these advertisements
can result in an increase in consumers
purchasing the product and an
increase in profits

16. 82% of consumers questioned
determined it is important to
them to eat healthy. The data
proves that the consumers
would be likely to purchase the
Easy Peasy bars, since they are
100% organic, vegan and GMO
free.

17. 55% of consumers stated
that it is difficult to
persuade their children to
eat healthy foods. This data
confirms that great tasting
and healthy snacks are a
needed product, and Easy
Peasy’s snack bar can fulfill
that need.

18. • Data collected confirms the hypothesis that male
and female consumers over the age of 21 agree
that it is important to eat healthier foods and will
purchase the Easy Peasy bars for their children.
• Demographics were determined that majority of the
consumers that will purchase will be over the age of 21.
• It was also concluded that healthy eating habits are
important to consumers, and they do have difficulty getting
their children to eat healthy snacks and food.
• Therefore, it can be concluded that consumers will
purchase the Easy Peasy product.

20. • Question 8 in Health Food Survey could have been
affected
• “What form of advertising do you feel you best respond?”
• Only one answer could be selected by consumer
• Should have been set up for multiple selections to gather
more information and lead to more accurate results
• More demographic questions could have been
asked
• Examples:
• “What is your gender?”
• “How many children do you have living at home?”
• Could make demographic information about target market
even more accurate

21. • All data collected
will assist Easy Peasy
with working
towards their
objectives and
launching into the
next step for their
business
• Additional
Research:
• Research within
specific regions
throughout the United
States in order to
determine their
specific needs
• Possible flavors to add
or other products that
consumers would like
to see from them

23. • BusinessNewsDaily Staff. “Top 10 Ways to Advertise Locally.” BusinessNewsDaily. 1 Apr 2011. Web.
28 Mar 2015. http://www.businessnewsdaily.com/819-adverte-locally-top-way.html
• “Childhood Obesity Facts.” Centers for Disease Control and Prevention. 11 Dec 2014. Web. 21
Mar 2015. http://www.cdc.gov/healthyyouth/obesity/facts.htm
• Csiszar, John. “How to Increase Brand Awareness for a Product.” Chron. Web. 27 Mar 2015.
http://smallbusiness.chron.com/increase-brand-awareness-product-41158.html
• Ettinger, Jill. “Top 9 Cities to Live the Organic Foodie Lifestyle.” Organic Authority. 31 Jan 2012.
Web. 28 Mar 2015. http://www.organicauthority.com/foodie-buzz/top-9-us-cities-to-live-in-if-you-
love-organic-food.html
• Greene, Catherine. “Organic Market Overview.” United States Department of Agriculture.
Economic Research Service. 7 Apr 2014. Web. 27 Mar 2015.
http://www.ers.usda.gov/topics/natural-resources-environment/organic-agriculture/organic-
market-overview.aspx
• Kohli, Sahaj. “10 of the Healthiest Places to Live in America.” Huffington Post. 6 Aug 2014. Web. 28
Mar 2015. http://www.huffingtonpost.com/2014/08/06/healthiest-places-to-live-in-
america_n_5648452.html
• Michaels, Sharon. “10 Ways to Better Brand Recognition.” Forbes. 16 Apr 2013. Web. 27 Mar 2015.
http://www.forbes.com/sites/womensmedia/2013/04/16/10-ways-to-better-brand-recognition/
• Penwarden, Rick. “Five Reasons Why Online Surveys are So Popular.” Fluid Surveys. 9 July 2013.
Web. 4 Apr 2015. https://fluidsurveys.com/blog/why-online-surveys-are-so-popular/