1 / 8

The Big Opportunity

The Big Opportunity . Erika Biederbeck Darin Devine. The Big Opportunity. Article discusses how obese Americans are becoming fastest growing consumer segment 1980 – 23 million obese people 2006 – 60 million obese people 2012 – 112 million obese people

sheba
Download Presentation

The Big Opportunity

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. The Big Opportunity Erika Biederbeck Darin Devine

  2. The Big Opportunity • Article discusses how obese Americans are becoming fastest growing consumer segment • 1980 – 23 million obese people • 2006 – 60 million obese people • 2012 – 112 million obese people • Entrepreneurs recognized this and are creating new products to satisfy their needs • “Just as baby boomers have driven business and shaped the economy during the past half century, the "plus-size" population is likely to dictate marketing trends through much of the 21st”

  3. The Big Opportunity • Tim Barry • Air line seat belt extenders • Extra-large bath towels • High-capacity Scales • Liz Claiborne • First plus-sized clothing line • Toyota • RAV4 Bigger seats • Ralph Lauren, Old Navy, Jessica Simpson, and Tommy Hilfiger • introduced plus size collections • Hospital Furniture • Layne Bryant • Big John Toilets • Dance club only for overweigh people

  4. Advertising • Companies don't want to be seen as enablers of an increasingly fat society • Don’t want to offend the customers • Must use creative marketing/advertising • Toyota – Named the seats “roomier” • Dove – Used bigger models, sales jumped more than 12 percent --far outpacing growth in its category. • “Those results suggest that plus-size consumers, like the rest of us, respond better to pretty portraits of themselves in ads than to what they see in the bathroom mirror.”

  5. Recent Findings • Number of obese people has increased since 2006 when this article was published. • More robust furniture • Wider revolving doors – construction • Oversized umbrellas • Bigger bikes • More hospital equipment – bed lifts, wheelchairs • Plus-size shoes – Women Within • Jewelry • Double-wide coffins

  6. "If we know anything about medical history, once you get past a certain weight, you're probably not going to lose it. You'll be my customer for life.” • Tim Barry

  7. What do you think? Do you think these entrepreneurs are enabling obese lifestyles? Is this ethical?

  8. Sources http://money.cnn.com/magazines/business2/business2_archive/2006/06/01/8378500/index.htm http://www.health.com/health/gallery/0,,20396291,00.html www.cdc.com http://www.openforum.com/articles/marketing-in-the-obesity-age/

More Related