Customer driven strategies of Food Marketing. ppt

8/12/2019 Customer driven strategies of Food Marketing. ppt

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Marketing Mix


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The Four Ps of Marketing

Product

Differentiation from

competitors

Me too products tend to be

unsuccessful Pricing

Price positioning of the brand

Low

Value

High (prestige)

Consistency of pricing

Distribution

Options available

Intensive vs. selective

distribution

Promotion Advertising for brand building

Some other options:

Samples

Price promotion

Coupons

Trade promotion


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Product Strategies

Anything offered to a market for attention, acquisition, use orconsumption that might satisfy a need or want.

The goal of marketing management in food processing is totransform undifferentiated low profit commodity into adifferentiated, branded, high value-added, profitable foodproduct.

Incorporate all relevant aspects of the product bundle ofattributes, such as- Branding, Convenience, Packaging,

Nutrition etc.


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Product Strategies

Incorporate all relevant aspectsof the product bundle ofattributes.


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Product Strategies

Incorporate all relevant aspectsof the product bundle ofattributes

Convenience


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Product Strategies


Packaging


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Product Strategies


Nutrition


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convenience

Built-in-maid service

Ready-to-serve


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convenience


Boil-in-bag food


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convenience


Instant coffee


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convenience


Minute desserts

Brown-and-serve rolls


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packaging

Dehydrating

Drying is a method of food

preservation that works byremoving water from the

food, which inhibits the

growth of bacteria and has

been practiced worldwide

since ancient times to

preserve food.


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packaging

Irradiating

Irradiation is the process of

treating food with a specific

dosage of ionizing

radiation. This treatment

slows or halts spoilage by

retarding enzymic action or

destroying microorganismsand it can also inactivate

foodborne pathogenic

organisms (reducing the risk

of food borne illness).


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packaging

Freeze-drying

The shelf life of both food

and non food items can beincreased considerably by

freeze drying, where the

product is chilled rapidly and

water drawn up as vapor at

relatively high Vacuum.


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packaging

Aseptic processingThe system allows for a widerange of commercial products to

be produced without anypreservatives and to havenaturally extended shelf life,facilitating a very effective meansto export nationally and

internationally valued-addedproducts.


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branding

Identifies the seller

and differentiates the

product from thosecompetitorsoffering


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Branding Challenges

Branding Decisions Brand

NO Brand

Key Decisions


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Branding Challenges

Brand Sponsorship Manufacturer brands

Private (store) brands

Licensed brands

Co-branding

Key Decisions


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Branding Challenges

Brand Name Decision Individual brands

Blanket or Family brands

Separate family brands

Company-individual brands

Key Decisions


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Branding Challenges

Brand Development Line Extension

Brand Extension

Multi-brands

New Brand

Key Decisions


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Line Extension

Multibrands

Brand Extension

New BrandsBrandName

Existing New

Product Category

Existing

New

Four Brand Strategies


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Branding Challenges

Brand Repositioning

Decisions

Repositioning

NO Repositioning

Key Decisions


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Innovation

Discovery and application of new idea

Market research

Food scientists

Advertising agents


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Innovation

New market methods

New products or service

New business organization


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Product lifecycle

The product lifecycle looks at the sales of a

product over time


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Price

In the narrowest sense, price is the amount of

money charged for a product or service


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Pricing Strategies


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Distribution

In Food Marketing, Distribution can be through-

Selling through conventional food stores

Selling food in nonfood stores (Diet Coke in medical store)

Selling to the food service market

Selling in vending machines

Mail or catalog selling (Shopno)

Home delivery (Dominos Pizza, Fakhruddin)

Selling foods door to door.


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Channels of distribution

Manufacturers

Wholesaler

Retailer

Consumer


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Conventional vs. Vertical Marketing Channels


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Consumer goods and services - Three basic

strategies of retail coverage:

Intensive Distribution

Exclusive Distribution

Selective Distribution

Which Alternative Is Best?


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Comparison of Intensive, Exclusive, and Selective Retail Coverage

Strategies


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Promotional Strategies

The goal of the promotion

The theme or appeal

Remind

Inform

Persuade

Price

Quality

Key Decisions


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The type of promotion Personal Selling

Advertising

Sales promotion

Public Relation

Direct Marketing

Key Decisions


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Which media will carry

promotion?

Print

Broadcast

Direct mail

Point of purchase

Key Decisions


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Who the promotion will

be targeted to?

User

Buyer

Influencer

Key Decisions


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Push vs Pull strategies

Push strategy:personal selling emphasis

Industrial products; complex new products

Short distribution channels

Few print or electronic media

Pull strategy:mass media advertising emphasis

Consumer goods

Long distribution channels

Marketing message may be carried via print / electronic media

Customer driven strategies of Food Marketing. ppt

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Transcript of Customer driven strategies of Food Marketing. ppt