2. RATIONALE
Food is inherently nostalgic. We all have memories of dishes that our
family cooked or that we ordered at our favorite restaurants growing
up, and we are constantly creating new food memories. These
memories can be activated by sight or smell, and of course, taste. A
slice of our favorite pizza or a meal at a hot new restaurant can cause
a euphoric reaction in people, similar to what one feels when
watching sports, listening to music or seeing a great film or Broadway
production. They all evoke passion.
3. Marketing is a discipline involves all the actions a company
undertakes to draw in customers and maintain
relationships with them. Networking with potential or past
clients is part of the work too, and may include writing
thank you emails, playing golf with prospective clients,
returning calls and emails quickly, and meeting with clients
for coffee.
4. Brief Introduction
Culinary is a prominent part of our history and
culture – not to mention an important and
exciting career around the world. Marketing is
an outlines and advertising strategy that an
organization will implement to generate leads
and reach its target market.
Food has always been an important
element in bringing individuals from all
walks of life together and it wants to
focus on each and every one of its
customers' experience
5. Learning Outcomes
At the end of the topic the students are expected to:
1. Appreciate the Importance of Culinary Marketing,
2. Apply market research,
3. Discuss what is product mix,
4. Engage in the product advertising
6. Marketing Plan
A marketing plan is a comprehensive document or blueprint that
outlines the advertising and marketing efforts for the coming
year. It describes business activities involved in accomplishing
specific marketing objectives within a set time frame
A marketing plan also includes a description of the current marketing
position of a business, a discussion of the target market and a
description of the marketing mix that a business will use to achieve
their marketing goals.
Marketing plans start with the identification of customer needs
through a market research and how the business can satisfy these
needs while generating an acceptable return.
7. A marketing plan can also be described as a technique that helps
a business to decide on the best use of its resources to achieve
corporate objectives.
A marketing plan includes processes such as market situation
analysis, action programs, budgets, sales forecasts, strategies and
projected financial statements.
The marketing plan can be used to describe
the methods of applying a company's
marketing resources to fulfill marketing
objectives.
8. Marketing planning can also be used to prepare a detailed case for introducing a
new product, revamping current marketing strategies for an existing product or
put together a company marketing plan to be included in the company corporate
or business plan.
Marketing plan can also contain a full analysis of the strengths and
weaknesses of a company, its organization and its products.
• Market research:
• Gathering and classifying data
about the market the
organization is currently in
• Examining the market dynamics,
patterns, customers, and the
current sales volume for the
industry as a whole.
These are some
of the most
important
things when
developing a
marketing plan:
9. Competition:
The marketing plan should identify the organization's competition.
The plan should describe how the organization will stick out from
its competition and what it will do to become a market leader
Market plan strategies:
Developing the marketing
and promotion strategies that the organization
will use. Such strategies may include advertising,
direct marketing, training programs, trade
shows, website.
10. Marketing plan budget:
Strategies identified in the marketing plan
should be within the budget. Top managers
need to revise what they hope to accomplish
with the marketing plan, review their current
financial situation, and then allocate funding
for the marketing plan.
Marketing goals:
The marketing plan should include attainable marketing
goals. For example, one goal might be to increase the
current client base by 100 over a three-month period.
11. Monitoring of the marketing plan results:
The marketing plan should
include the process of analyzing
the current position of the
organization. The organization
needs to identify the strategies
that are working and those that
are not working
12. Marketing Mix:
The marketing plan
should evaluate the
appropriate marketing
mix.
This includes setting up the marketing 4P's
Product Price Place
Promotion
These four elements are modified until
the best combination have been found
that will cater the needs of the
product's customer that would result
to the maximum profitability of the
company.
13. The 8 P’s in Marketing Framework
Price
The amount of money needed to
buy products
Product The actual product
Promotion
(advertising) Getting the product known
Placement
14. People Represent the business
Physical
environment
The ambiance, mood, or tone of the
environment
Process
The Value-added services that differentiate the
product from the competition (e.g. after-sales service,
warranties)
Packaging
How the product will be protected
15. Positioning (marketing)
• Refers to the place that a Brand occupies in the minds
of the Customers and how it is distinguished from the
products of the competitors. In order to position
products or brands, companies may emphasize the
distinguishing features of their brand (what it is, what
it does and how, etc.) or they may try to create a
suitable image (inexpensive or premium, utilitarian or
luxurious, entry-level or high-end, etc.).Once a brand
has achieved a strong position, it can become difficult
to reposition it.
16. To be successful in a particular market a
product must occupy an "explicit, distinct
and proper place in the minds of all
potential and existing consumers". It has
to also be relative to other rival products
with which the brand competes. This may
require considerable research of customer
perceptions and competitor activity in
order to ensure that the points of
difference are meaningful in the minds of
customers.
17. As markets become increasingly competitive,
buyer have more purchase choices, and the
process of setting one brand apart from rival
brands is critical success factor. It is vital that a
product or service needs to have a clear identity
and placement to the needs of the consumers
targeted as they will not only purchase the
product, but can warrant a larger margin for the
company through increased added value.
18. A number of different positioning strategies:
Approaches Example
Preemptive
positioning
Being the first to claim a benefit
or feature
Smith's Chips - the
original and still the
best
Superlative positioning
Being the best or exhibiting
some type of superiority
The burgers are
better at Hungry
Jack's
Exclusive positioning
Being a member of an exclusive
club or group
XYZ Ltd - a Fortune
500 company
Positioning within a
category
Strong registration of both
category and brand
Within the prestige
car category, Volvo is
the safe alternative
19. Positioning by competitor
strategy
Use competitor's strategy
as a reference point
Avis - we're number two,
so we try harder
Positioning according to
product benefit
Emphasize a problem,
need or benefit where
the firm
can offer superior
satisfaction
Toothpaste with
whitening, tartar control
or enamel protection
(or multiple benefits)
PRODUCT MIX:
a product is an item produced or procured by the
business to satisfy the needs of the customer. It is
the actual item which is held for sale in the
market. A company usually sells different types of
products.
20. Example:
Coca-cola has around 3500+ brands in its portfolio. These
different product brands are also known as product lines.
Combination of all these product lines constitutes the product
mix.
Product mix, also known as product assortment, the
total number of product lines that a company offers to
its customers. The product lines may range from one to
many and the company may have many products under
the same product line as well. All of these product lines
when grouped together form the product mix of the
company.
21. Product mix has the following dimensions:
1. WIDTH
WIDTH IS REFERS TO THE NUMBER OF PRODUCT LINES
THE COMPANY HA TO OFFER.
FOR EXAMPLE:
IF A COMPANY PRODUCE ONLY SOFT DRINKS AND JUICES, THIS
MEANS ITS MIX IS TWO PRODUCTS WIDE. COCA-COLA DEALS IN
JUICES, SOFT DRINKS, AND MINERAL WATER AND HENCE THE
PRODUCT MIX OF COCA-COLA IS THREE PRODUCTS WIDE.
2. LENGTH
LENGTH OF THE PRODUCT MIX REFERS TO THE
TOTAL NUMBER OF PRODUCTS IN THE MIX.
THAT IS IF A COMPANY HAS 5 PRODUCT LINES
AND 10 PRODUCTS EACH UNDER THOSE
PRODUCT LINES, THE LENGTH WILL BE 50
(5X10)
22. 3. depth:
DEPTH OF A PRODUCT MIX REFERS TO THE TOTAL
NUMBER OF PRODUCTS WITHIN A PRODUCT LINE. THERE
CAN BE VARIATIONS IN THE PRODUCT OF THE SAME
PRODUCT LINE.
EXAMPLE:
COLGATE HAS DIFFERENT VARIANTS UNDER
THE SAME PRODUCT LINE LIKE COLGATE
ADVANCED, COLGATE ACTIVE SALT ETC.
23. 4. consistency:
PRODUCT MIX CONSISTENCY REFERS TO HOW
CLOSELY PRODUCT ARE LINKED TO EACH OTHER.
LESS THE VARIATION AMONG PRODUCT MORE IS THE
CONSISTENCY.
EXAMPLE:
A COMPANY DEALING IN JUST DAIRY PRODUCTS HAS
MORE CONSISTENCY THAN A COMPANY DEALING IN
ALL TYPES OF ELECTRONICS.
NOTE:
PRODUCT MIX WILL BE CONSISTENT IF ALL
THE PRODUCTS IN ALL THE PRODUCT LINES
ARE MORE OR LESS SIMILAR
24. Product mix vs product line
• Is a group of
everything a
company sells
Product
Mix
• Is a subset of the product mix. A
product line refers to a unique
product category or product
brand a company offers.
Product
Line
27. Product life cycle
The product life
cycle is the course
of the life of a
product from when
the product is in
development to
after it has been
removed from the
market .
When the product enters the market,
It often UNKNOWN to the consumers
But, how does the product life cycle
actually work, and how can analyzing it
help the company?
The life cycle
has four
stages.
introduction. growth maturity. decline.
28. 1. Introduction
Once the product has been developed, the first stage is its
introduction stage. In this stage, the product is being released
into the market. During the introduction stage, marketing and
promotion are at a high-and the company often invests the most
in promoting the product and getting it into the hand of
consumers.
In this stage the company is first able to get a sense of how
consumers respond to the product, if they like it and how
successful it may be, it also often a heavy-spending period for
the company with no guarantee that the product will pay for
itself through sales.
29. Cost are generally very high and there is typically little
competition, the principle goals of the introduction stage are
to build demand for the product and get it into the hands of
consumers, hoping to later cash in on its growing popularity
2. Growth
Consumers are already taking to the product
and increasingly buying it, the product concept
is proven and is becoming more popular and
sales are increasing
30. When a product reaches maturity, its sales tend to slow or even
stop. At this point, sales can even start to drop. Marketing at
this point is targeted at fending off competition, or the
companies will often develop new or altered product. The
maturity stage may last long time or a short time depending on
the product.
3. Maturity
31. 4. Decline
In the decline stage, product sales drop significantly and
consumers behavior changes as there is less demand for the
product.
Marketing in the decline stage is often minimal or targeted at
already loyal customers, and prices are reduced.
Product Advertisement
Product advertising is any method of communication about the
promotion of a product in an attempt to induce potential
customers to purchase the product. Advertisement usually
requires payment to a communication channel.
32. The general is to increase brand awareness or to
demonstrate the different objective is between
product and competing products in order to sell them.
Product advertisement can be done through numerous
communication channels.
1. Television 2. Radio
3. Print 3.1 newspapers 3.2 magazines
4. Mail 4.1 flyers
4.2
circulars
4.3
coupons
5. websites 6. Social media
7. Signs & billboards
33.
34.
35. We need to be an innovative, making up the post-
pandemic industry, for whatever that may be, Filipino
innovation will make the new normal a better normal,
encourage everyone to study the crisis and the problems
around us. Because these things create and define necessity.
And it is known that necessity is the mother of invention. If
they find their selves a possible innovation, try and grow it with
like-minded individuals. Once you hold a potential idea, dream
big and take the Philippines with you. Another thing we need to
remember to love our country, Not just love but be proud of
what we can do, what our products are.
