I currently work for the sports nutrition company PowerBar, a division of Nestle.  My current position gives me the opportunity to manage the day-to-day marketing and advertising aspects in Western Canada, with a large focus on the interaction with local sponsors and athletes.  PowerBar’s customer focus is on endurance athletes, most specifically within the market of Marathons or Triathlons.  Surprisingly, though Nestle invests heavily within its sport marketing division, its main focus is on product differentiation.  PowerBar battles with its competitors Gu and Clif Bar and has what can be deemed as a strong disadvantage as the competitor’s products are based on natural ingredients. That is why, as Matt Morrow explained in his blog for Saxx undergarments, it is so important for these sorts of companies (larger corporations with a widespan of influence) to have differentiation as it “is fundamental to corporate success.”

As an employee and proud user of PowerBar products, I believe the company does an effective job of marketing and attracting customers for the right reasons.  Whereas some sport bar companies might parade the fact that it is “all natural ingredients”, “high in protein” or “low in fat”, PowerBar has determined that to actually impact this niche market they must be extremely well educated in the benefits of sports nutrition to one’s body.  That is why PowerBar has an extensive research element to its marketing. To truly benefit these elite athletes, PowerBar needed access to the specific nutritional elements that would get “Marathoners” that extra mile.  For example, PowerBar recently patented a brand new glucose-fructose electrolyte blend, named “C2 Max”, which is a carbohydrate related ingredient that targets a quick release of energy for athletes.   By marketing specific aspects of the bars to customers, PowerBar can gain an advantage over competitors, and gives the athletes the “Power to Push”.