Health 349 Food Marketing Presentation


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Health 349 Food Marketing Project

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Health 349 Food Marketing Presentation

  1. 1. Clicker Question – Do you know who this is? <ul><li>Yes </li></ul><ul><li>No </li></ul>
  2. 2. Clicker Question – Do you know who this is? <ul><li>Yes </li></ul><ul><li>No </li></ul>
  3. 3. The Marketing of Food Products… and how they get you. Presenting to: Dr. Mock Course: Health 349 Presentation Date: June 14 2010 Group #9: Margot Andrus, Nicole Courchesne, Janet Heng, Vibhuti Jethava, Meena Lakshmanan, Shatabdi Nandi, Deepak Perhar, Catherine Sim and Joanna Sinn
  4. 4. Agenda <ul><li>Introduction </li></ul><ul><li>Importance </li></ul><ul><li>Findings & Reflections </li></ul><ul><ul><li>Fieldwork Observations </li></ul></ul><ul><li>Critical Analysis </li></ul><ul><ul><li>Literature review </li></ul></ul><ul><li>Afterthoughts </li></ul><ul><ul><li>What we learned </li></ul></ul><ul><ul><li>Relations to Health 349 </li></ul></ul><ul><li>Conclusion </li></ul>
  5. 5. Introduction <ul><li>Assumption of customer responsibility </li></ul><ul><ul><li>Nutrition facts? </li></ul></ul><ul><li>“… one in four shoppers actually looks for nutrition information on food packages…most consumers read nutrition information when exposed to it accidentally rather than seeking for it deliberately” (Borgmeier) </li></ul><ul><li>Front-of-package benchmarks to aid consumers in judging the healthiness of a product </li></ul>
  6. 6. Introduction continued… <ul><li>companies use health claims to attract consumers…but health claims are not strictly regulated in Canada! </li></ul><ul><li>“ Significant main effect of nutrition information on attitude toward the product” and “purchase intentions” (Kozup) </li></ul><ul><li>Retail environment is designed to maximize revenue for companies and the store </li></ul>
  7. 7. Why is this topic important? <ul><li>High obesity rates </li></ul><ul><li>Making “smart choices” </li></ul><ul><li>Saving money </li></ul><ul><li>Gaining the ability to read between the lines </li></ul><ul><ul><li>Health claims versus marketing strategies </li></ul></ul><ul><li>Improve overall health and awareness </li></ul><ul><li>Teach others </li></ul>
  8. 8. Findings <ul><li>Visited: </li></ul><ul><li>3 Grocery Stores: </li></ul><ul><ul><li>Sobeys </li></ul></ul><ul><ul><li>Food Basics </li></ul></ul><ul><ul><li>Zehrs </li></ul></ul><ul><li>2 Convenient Stores: </li></ul><ul><ul><li>Federation Xpress </li></ul></ul><ul><ul><li>Lucky Super Convenient Store </li></ul></ul>
  9. 9. Fieldwork Observations <ul><li>How are products arranged in the store? </li></ul><ul><li>What types of products are arranged at the point-of-sale (i.e. displays around the counter/cash register)? </li></ul><ul><li>Is there anything else in the store environment that might alter purchasing behaviour? </li></ul><ul><li>Comparing 3 products: </li></ul><ul><ul><li>Look at the colour and design of packages. </li></ul></ul><ul><ul><li>What types of health information are displayed on the package? </li></ul></ul>
  10. 10. When entering a grocery, what’s the first thing you see?
  11. 11. … and the last thing you see?
  12. 12. So what happens? …..last minute “food” purchases
  13. 13. What else alters purchasing behaviour? <ul><li>“ Grab n’ go!” displays may appeal to those with little time for food preparation </li></ul><ul><li>These products are usually products high in sugar or salt (eg. candies) </li></ul>
  14. 14. When entering a convenience store, what’s the first thing you see?
  15. 15. At a convenience store, what’s the last thing you see?
  16. 16. What is found at the front of the aisles in grocery stores?
  17. 17. … and what is found at the back of the grocery stores?
  18. 18. But WHY!? <ul><li>Essential items (i.e. dairy, meat, bakery proudcts) are allocated at the back of grocery stores </li></ul><ul><li>Consumers are forced to pass through aisles full of non-essential items to access the essential items </li></ul>
  19. 19. Let’s look at some products…. Product #1: Tostitos Chips
  20. 20. Let’s get the facts straight!
  21. 21. Product #2: Cereal
  22. 22. Let’s get the facts straight!
  23. 23. Product #3: Yogurt
  24. 24. Let’s get the facts straight!
  25. 25. The effects of packaging
  26. 26. Packaging Analysis <ul><li>Colour </li></ul>
  27. 27. Bright colours vs. Bland colours
  28. 28. Packaging Analysis <ul><li>Words </li></ul>
  29. 29. Packaging Analysis <ul><li>Shape/size/portion </li></ul>
  30. 30. Packaging Analysis <ul><li>Promotions </li></ul>
  31. 31. Packaging Analysis <ul><li>“ Healthy” Claims </li></ul>
  32. 32. Packaging Analysis <ul><li>Advertisement/poster </li></ul>
  33. 33. Packaging Analysis <ul><li>Brand Names </li></ul>
  34. 34. Critical Analysis <ul><ul><li>How is packaging designed to shape purchasing of food products? What are some of the specific design elements commonly used? </li></ul></ul>Question # 1 <ul><ul><li>Aesthetic </li></ul></ul><ul><ul><ul><li>shape and colour </li></ul></ul></ul><ul><ul><li>Functional </li></ul></ul><ul><ul><ul><li>health checks </li></ul></ul></ul><ul><ul><ul><li>“ ready made” </li></ul></ul></ul><ul><ul><ul><li>“ pre cooked” </li></ul></ul></ul><ul><ul><ul><li>vacuum packaging </li></ul></ul></ul><ul><ul><li>Structural </li></ul></ul><ul><ul><ul><li>placement of health claims </li></ul></ul></ul><ul><ul><ul><li>nutrition information </li></ul></ul></ul>
  35. 35. Critical Analysis <ul><ul><li>What are the nutrition labelling requirements in Canada? What, if any, health claims can be made on packages? How effective are the labels in informing consumers? </li></ul></ul>Question # 2 <ul><ul><li>Labelling Requirements in Canada </li></ul></ul><ul><ul><ul><li>Not misleading or false </li></ul></ul></ul><ul><ul><ul><li>Labels </li></ul></ul></ul><ul><ul><ul><ul><li>Size </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Panels </li></ul></ul></ul></ul><ul><ul><ul><li>Nutrition facts </li></ul></ul></ul><ul><ul><ul><ul><li>Calories </li></ul></ul></ul></ul><ul><ul><ul><ul><li>13 specific nutrients </li></ul></ul></ul></ul><ul><ul><ul><li>Ingredient list </li></ul></ul></ul><ul><ul><ul><li>Language </li></ul></ul></ul>
  36. 36. Critical Analysis Question # 2 continued… <ul><ul><li>“ Health claim” </li></ul></ul><ul><ul><ul><li>Definition </li></ul></ul></ul><ul><ul><ul><li>Types </li></ul></ul></ul><ul><ul><ul><li>Regulations </li></ul></ul></ul><ul><ul><li>Do consumers understand health information? </li></ul></ul><ul><ul><ul><li>The right label (?) </li></ul></ul></ul><ul><ul><ul><li>Too little or too much? </li></ul></ul></ul>
  37. 37. Types of Food Labels:
  38. 38. Critical Analysis <ul><ul><li>To what extent does the general store environment alter purchasing behaviour? </li></ul></ul>Question # 3 <ul><ul><li>Lower self-control/ increase excitement of consumer by: </li></ul></ul><ul><ul><ul><li>loud music </li></ul></ul></ul><ul><ul><ul><li>Warm, summery colours </li></ul></ul></ul><ul><ul><li>food staples (such as egg and milk) at the very back </li></ul></ul><ul><ul><ul><li>must walk past many attractive, unhealthy, high profit margin products </li></ul></ul></ul>
  39. 39. Critical Analysis Question # 4
  40. 40. Critical Analysis <ul><ul><li>To what extent do point-of-purchase displays in particular influence purchasing behaviour? </li></ul></ul>Question # 4 <ul><ul><li>Pawtucket Heart Health Program </li></ul></ul><ul><ul><li>Examined the influence of point-of-purchase displays on purchasing behaviours </li></ul></ul><ul><ul><ul><li>Four Heart Labels </li></ul></ul></ul><ul><ul><ul><ul><li>“ Low Fat” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>“ Low Sodium” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>“ Fat Ratios OK” </li></ul></ul></ul></ul><ul><ul><ul><li>Findings </li></ul></ul></ul><ul><ul><ul><ul><li>24% recognized the labels </li></ul></ul></ul></ul><ul><ul><ul><ul><li>13% encouraged to purchase labelled products </li></ul></ul></ul></ul><ul><ul><ul><li>Conclusion </li></ul></ul></ul><ul><ul><ul><ul><li>POP nutrition education in supermarkets is feasible and effective in increasing consumer awareness </li></ul></ul></ul></ul>
  41. 41. After thoughts… <ul><li>Surprises </li></ul><ul><li>What we learned </li></ul><ul><li>Relation to what has been discussed in class </li></ul>
  42. 42. Conclusion / “Take Home Messages” <ul><li>59.3% of Canadians are overweight or obese </li></ul><ul><li>Food marketing greatly influences consumer purchases, contributing to poor population health </li></ul><ul><li>Greater restrictions needs to be put on the marketing of food products by the government of Canada </li></ul>
  43. 43. Questions?