<ul><li>Direct Marketing </li></ul><ul><li>Dingwall - Wednesday 15th March 2006 </li></ul><ul><li>David Lamb </li></ul><ul...
The Rural Food Opportunity <ul><li>Regionally produced food </li></ul><ul><li>Local sourcing initiatives </li></ul><ul><li...
Farmers’ Market Growth <ul><li>Direct connections </li></ul><ul><li>Around 67 active farmers’ markets </li></ul><ul><li>Po...
Co-operative ownership <ul><li>FARMA & Soil Association in England </li></ul><ul><li>SAFM in Scotland </li></ul><ul><li>Gr...
SAFM Initiatives <ul><li>Working with VisitScotland </li></ul><ul><li>Collaborative Marketing </li></ul><ul><li>Encouragin...
Collaborative & Direct Marketing <ul><li>Aim of direct marketing is to meet consumers’ needs precisely, then develop long-...
Today’s Business Environment <ul><li>Retail multiple dominance </li></ul><ul><li>Increased competition </li></ul><ul><li>G...
Route to the Consumer <ul><li>Consumers are more sophisticated </li></ul><ul><li>Using a direct marketing approach means ‘...
Types of Direct Marketing <ul><li>On-line </li></ul><ul><li>Exhibitions </li></ul><ul><li>Farmers’ markets  </li></ul><ul>...
Direct Marketing: The Implications for Companies <ul><li>Market knowledge & customer awareness: </li></ul><ul><ul><li>Cons...
Working as a Group <ul><li>Competitive advantage  </li></ul><ul><ul><li>- Trade Shows, Exhibitions </li></ul></ul><ul><li>...
Marketing Opportunities <ul><li>Joint Marketing </li></ul><ul><li>Food awards </li></ul><ul><li>Exhibition & event marketi...
<ul><li>Today’s Consumer </li></ul><ul><li>Dingwall - Wednesday 15th March 2006 </li></ul><ul><li>David Lamb </li></ul><ul...
Today’s Business Environment <ul><li>Retail multiple dominance </li></ul><ul><li>Increased competition </li></ul><ul><li>G...
The Twenty-First Century Consumer <ul><li>Have less time – ‘cash rich, time poor’ </li></ul><ul><li>Want greater choice </...
The Twenty-First Century Consumer <ul><li>Increasing polarisation </li></ul><ul><ul><li>Top end market demands - variety, ...
<ul><li>Healthy eating, functional foods, GMOs </li></ul><ul><li>Organics - mainstream, increasing opportunities </li></ul...
What will we eat in the future? Five crucial market shapers Prescriptive Eating health & healthy eating, increased  medica...
Components of a Marketing Strategy <ul><li>Strategy Objectives: </li></ul><ul><ul><li>Growth? </li></ul></ul><ul><ul><li>E...
Ansoff matrix Market Penetration Increase Market Share Increase Product Usage Product Development Improve Product Extend p...
Successful Brands <ul><li>To create a successful Brand a company must: </li></ul><ul><li>Make quality a priority </li></ul...
Benefits From Branding <ul><li>Added value to product </li></ul><ul><li>Identity transfer from company to consumer </li></...
Sales Management <ul><li>Small scale sales management </li></ul><ul><li>The role of a Sales Manager </li></ul><ul><li>Qual...
The role of a Sales Manager 1. Represent the Company 6. Grow Sales & Profit 5. Negotiate with Customers 4. Deliver Service...
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Dingwall local foods 150306 web version.ppt

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Dingwall local foods 150306 web version.ppt

  1. 1. <ul><li>Direct Marketing </li></ul><ul><li>Dingwall - Wednesday 15th March 2006 </li></ul><ul><li>David Lamb </li></ul><ul><li>Food Marketing Team Leader & Senior Consultant </li></ul><ul><li>Consultancy Services Division - SAC </li></ul>
  2. 2. The Rural Food Opportunity <ul><li>Regionally produced food </li></ul><ul><li>Local sourcing initiatives </li></ul><ul><li>Food tourism </li></ul><ul><li>Direct marketing </li></ul><ul><li>Regionality </li></ul><ul><li>- An opportunity? </li></ul>
  3. 3. Farmers’ Market Growth <ul><li>Direct connections </li></ul><ul><li>Around 67 active farmers’ markets </li></ul><ul><li>Popular markets becoming more frequent </li></ul><ul><li>New linkages being sought </li></ul><ul><li>New opportunities </li></ul><ul><ul><li>Christmas </li></ul></ul><ul><ul><li>Regional </li></ul></ul><ul><ul><li>Specialist </li></ul></ul>
  4. 4. Co-operative ownership <ul><li>FARMA & Soil Association in England </li></ul><ul><li>SAFM in Scotland </li></ul><ul><li>Groups working together </li></ul><ul><ul><li>Tayside Organic Network </li></ul></ul><ul><ul><li>Angus Farm Shops network </li></ul></ul><ul><ul><li>Ayrshire initiatives </li></ul></ul><ul><li>Local foods depend on networks </li></ul><ul><li>Can derive strength from numbers </li></ul>
  5. 5. SAFM Initiatives <ul><li>Working with VisitScotland </li></ul><ul><li>Collaborative Marketing </li></ul><ul><li>Encouraging organisers and producers to work together </li></ul><ul><li>Encouraging membership for shared benefits </li></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Pricing </li></ul></ul><ul><ul><li>Resources </li></ul></ul>
  6. 6. Collaborative & Direct Marketing <ul><li>Aim of direct marketing is to meet consumers’ needs precisely, then develop long-term relationships with them </li></ul><ul><li>The fastest growing marketing discipline world-wide </li></ul><ul><li>Integrated process of communication </li></ul><ul><li>Targeted marketing </li></ul>
  7. 7. Today’s Business Environment <ul><li>Retail multiple dominance </li></ul><ul><li>Increased competition </li></ul><ul><li>Greater variety of outlets available </li></ul><ul><li>to the consumer </li></ul><ul><li>Increased use of and familiarity with </li></ul><ul><li>technology </li></ul><ul><li>Growth of foodservice </li></ul>
  8. 8. Route to the Consumer <ul><li>Consumers are more sophisticated </li></ul><ul><li>Using a direct marketing approach means ‘personalisation’ of the offering to persuade consumers to become brand loyal </li></ul><ul><li>Over half the UK population has an e-mail address </li></ul><ul><li>70% of the population has a mobile phone </li></ul><ul><li>People read every text they get </li></ul><ul><li>Website advertising has a high </li></ul><ul><li>‘ conversion rate’ </li></ul>
  9. 9. Types of Direct Marketing <ul><li>On-line </li></ul><ul><li>Exhibitions </li></ul><ul><li>Farmers’ markets </li></ul><ul><li>Text messaging </li></ul><ul><li>E-mail </li></ul><ul><li>Direct mail </li></ul><ul><li>Catalogues/contract magazines </li></ul><ul><li>Outdoor/transport </li></ul><ul><li>Interactive digital television </li></ul><ul><li>Telemarketing/ </li></ul><ul><li>Database marketing </li></ul><ul><li>Household distribution and marketing </li></ul><ul><li>Direct response press/TV/radio/cinema </li></ul>
  10. 10. Direct Marketing: The Implications for Companies <ul><li>Market knowledge & customer awareness: </li></ul><ul><ul><li>Consumer requirements </li></ul></ul><ul><ul><li>Systems </li></ul></ul><ul><ul><li>Distribution capability & compatibility </li></ul></ul><ul><li>Credible & innovative product proposition: </li></ul><ul><ul><li>Quality product & packaging </li></ul></ul><ul><ul><li>Knowledge of product market </li></ul></ul><ul><ul><li>Well-researched product </li></ul></ul>
  11. 11. Working as a Group <ul><li>Competitive advantage </li></ul><ul><ul><li>- Trade Shows, Exhibitions </li></ul></ul><ul><li>Negotiation power </li></ul><ul><li>Communication skills essential </li></ul><ul><li>Regional advantage </li></ul><ul><li>Requires full scale co-operation </li></ul><ul><li>Requires trust </li></ul>
  12. 12. Marketing Opportunities <ul><li>Joint Marketing </li></ul><ul><li>Food awards </li></ul><ul><li>Exhibition & event marketing </li></ul><ul><li>Local products into regional outlets </li></ul><ul><li>Locality marketing - linking with tourism </li></ul><ul><li>… .. many other opportunities </li></ul>
  13. 13. <ul><li>Today’s Consumer </li></ul><ul><li>Dingwall - Wednesday 15th March 2006 </li></ul><ul><li>David Lamb </li></ul><ul><li>Food Marketing Team Leader & Senior Consultant </li></ul><ul><li>Consultancy Services Division - SAC </li></ul>
  14. 14. Today’s Business Environment <ul><li>Retail multiple dominance </li></ul><ul><li>Increased competition </li></ul><ul><li>Greater variety of outlets available </li></ul><ul><li>to the consumer </li></ul><ul><li>Increased use of and familiarity with </li></ul><ul><li>technology </li></ul><ul><li>Growth of foodservice </li></ul>
  15. 15. The Twenty-First Century Consumer <ul><li>Have less time – ‘cash rich, time poor’ </li></ul><ul><li>Want greater choice </li></ul><ul><li>Seek niche products </li></ul><ul><li>Entertainment/leisure time more important </li></ul><ul><li>Concerned for the environment </li></ul><ul><li>Embrace modern technology </li></ul><ul><li>More sophisticated </li></ul><ul><li>Demand convenience </li></ul><ul><li>Seek information </li></ul><ul><li>Want value for money </li></ul><ul><li>Want quality </li></ul>
  16. 16. The Twenty-First Century Consumer <ul><li>Increasing polarisation </li></ul><ul><ul><li>Top end market demands - variety, interesting food, new foods, new tastes, authenticity, freshness, individuality …etc. </li></ul></ul><ul><ul><li>Bottom end market demands - ultra-value, own label, less interested in: country of origin / production methods / ingredients, packaging …etc. </li></ul></ul><ul><li>Food needs to fit a broader range of lifestyles </li></ul><ul><li>Need to understand lifestyle changes </li></ul><ul><li>The lazy, fussy, irrational, contradictory </li></ul><ul><li>and intolerant consumer </li></ul>
  17. 17. <ul><li>Healthy eating, functional foods, GMOs </li></ul><ul><li>Organics - mainstream, increasing opportunities </li></ul><ul><li>Indulgence </li></ul><ul><li>Pester power - the children’s sector, character merchandising </li></ul><ul><li>Snacking, grazing, eating on-the-go </li></ul><ul><li>‘ Microwaveability’ </li></ul><ul><li>Online grocery shopping - set to increase as it offers convenience & saves time </li></ul><ul><li>Convenience - working women, single person households </li></ul><ul><li>Eating ‘out in’ or ‘retail take-away’ </li></ul><ul><li>Value for money expectation </li></ul><ul><li>Influence of travel </li></ul><ul><li>Food is a fashion! </li></ul>Key Consumer Issues
  18. 18. What will we eat in the future? Five crucial market shapers Prescriptive Eating health & healthy eating, increased medical knowledge, health giving food properties Global Fusion shrinking globe, increasing migration, diversity of restaurant offers 100% Risk Free growing concerns over food safety, loss of faith with big brands & Cos, desire to buy local Special Plus Widening income gap Polarisation of weekday & weekend meals, Affluent will seek out more authentic foods Fast & Easy Greater time pressures, smaller households will drive: 1 HMR 2 Snacking 3 <30min meal
  19. 19. Components of a Marketing Strategy <ul><li>Strategy Objectives: </li></ul><ul><ul><li>Growth? </li></ul></ul><ul><ul><li>Extension? </li></ul></ul><ul><ul><li>NPD? </li></ul></ul><ul><ul><li>Diversification? </li></ul></ul><ul><li>Objectives: </li></ul><ul><ul><li>Precise </li></ul></ul><ul><ul><li>Measurable </li></ul></ul><ul><ul><li>Time-related </li></ul></ul><ul><ul><li>Stretch your business </li></ul></ul>
  20. 20. Ansoff matrix Market Penetration Increase Market Share Increase Product Usage Product Development Improve Product Extend product line New Products Market Development Look for new markets Geographically New Uses Diversification Related Unrelated Activities Present Present New Product Market New
  21. 21. Successful Brands <ul><li>To create a successful Brand a company must: </li></ul><ul><li>Make quality a priority </li></ul><ul><li>Offer superior service </li></ul><ul><li>Get there first </li></ul><ul><li>Differentiate its brands </li></ul><ul><li>Develop a unique positioning concept </li></ul><ul><li>Support the brand </li></ul><ul><li>Deliver consistency </li></ul>
  22. 22. Benefits From Branding <ul><li>Added value to product </li></ul><ul><li>Identity transfer from company to consumer </li></ul><ul><li>Brand loyalty from consumer </li></ul><ul><li>Brand preference from consumer </li></ul><ul><li>Getting ahead of competition </li></ul><ul><li>Strength in numbers </li></ul><ul><li>A valuable negotiating platform with retail and foodservice buyers </li></ul>
  23. 23. Sales Management <ul><li>Small scale sales management </li></ul><ul><li>The role of a Sales Manager </li></ul><ul><li>Qualities required </li></ul><ul><li>Challenges faced </li></ul><ul><li>Interpersonal skills </li></ul><ul><li>Approach of other operators </li></ul>
  24. 24. The role of a Sales Manager 1. Represent the Company 6. Grow Sales & Profit 5. Negotiate with Customers 4. Deliver Service to the Customer 3. Know the Market 2. Represent the Customer

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