The document discusses how food culture and marketing have undergone a permanent shift, with consumers now demanding products that align with their values around health, transparency, and real ingredients. Traditional mass marketing approaches are no longer effective, as consumers control the content they view and curate information themselves. To succeed, brands must build relationships with consumers based on trust, purpose, and quality, engaging them as community members. The future belongs to brands that meet new consumer demands for health and transparency through strategic principles like relationship-building, proof of quality, and social engagement. Emergent is an agency that helps guide brands through this transformation with services including strategy, marketing, and communications.
The Disney brand was associated with fun and magic, characteristics children also associated with food treats such as ice-cream.
Packaged goods manufacturers, fast food companies, and media outlets were subject to criticism from activists and parents who believed these companies contributed to the growing obesity epidemic.
Can Disney Consumer products be successful in such market circumstances?
Food and Beverage Company Growth Strategies (CAGNY 2015 Recap)Hamutal Schieber
Consumer and market trends in the food & beverage industry, as reflected by the CAGNY 2015 presentations. This presentation follows the CAGNY 2014 analysis by Schieber Research, available on SlideShare.
*Follow us for FMCG trends & innovations presentations, we would love to keep in touch!
McDonald's case study, provides the brief intro about the companies journey since its inception, this content also covers mini question asked in Kotler's 15th edition from the chapter creating brand equity.
The Disney brand was associated with fun and magic, characteristics children also associated with food treats such as ice-cream.
Packaged goods manufacturers, fast food companies, and media outlets were subject to criticism from activists and parents who believed these companies contributed to the growing obesity epidemic.
Can Disney Consumer products be successful in such market circumstances?
Food and Beverage Company Growth Strategies (CAGNY 2015 Recap)Hamutal Schieber
Consumer and market trends in the food & beverage industry, as reflected by the CAGNY 2015 presentations. This presentation follows the CAGNY 2014 analysis by Schieber Research, available on SlideShare.
*Follow us for FMCG trends & innovations presentations, we would love to keep in touch!
McDonald's case study, provides the brief intro about the companies journey since its inception, this content also covers mini question asked in Kotler's 15th edition from the chapter creating brand equity.
Strategy Proposal: 365 by Whole Foods MarketSabina Leybold
This project consisted of creating a marketing campaign proposal to help 365 by Whole Foods Market to launch effectively. I contributed to this strategy by establishing target audience, brand persona, overall campaign strategy, and timeline.
What is social media marketing? Why social media marketing and blogging is important for companies? How companies implement those strategies to better engage with customers?
This is a brief description about the brand KFC and also their marketing strategies such as product,place ,price , promotion and also the consumers behavior towards them with B2c B2B models.
As strategy director, I was responsible for leading a team of six people in devising a research-backed strategic plan for a comprehensive marketing campaign.
I wrote over 90% of the content and organized the layout for pages 3 through 6, but did not take part in the overall design or production of the plans book.
Worked in a team of six to design an advertising campaign for Naked Juice. Conducted primary and secondary research to strategize a big idea for our campaign. Helped write advertising copy and design creative ideas for print advertisements and adapt to Internet, social media, TV, and Out of Home.
Strategy Proposal: 365 by Whole Foods MarketSabina Leybold
This project consisted of creating a marketing campaign proposal to help 365 by Whole Foods Market to launch effectively. I contributed to this strategy by establishing target audience, brand persona, overall campaign strategy, and timeline.
What is social media marketing? Why social media marketing and blogging is important for companies? How companies implement those strategies to better engage with customers?
This is a brief description about the brand KFC and also their marketing strategies such as product,place ,price , promotion and also the consumers behavior towards them with B2c B2B models.
As strategy director, I was responsible for leading a team of six people in devising a research-backed strategic plan for a comprehensive marketing campaign.
I wrote over 90% of the content and organized the layout for pages 3 through 6, but did not take part in the overall design or production of the plans book.
Worked in a team of six to design an advertising campaign for Naked Juice. Conducted primary and secondary research to strategize a big idea for our campaign. Helped write advertising copy and design creative ideas for print advertisements and adapt to Internet, social media, TV, and Out of Home.
The death of aspiration the end of work and the emergent culture of middle ...Ged Mirfin
A paper which addresses the issue of how middle class aspirations are being thwarted by the impact of technology on work. It draws on the work of Edward Luttwak (Turbo Capitalism), Jeremy Rifkin (the End of Work thesis); John Kenneth Galbraith (the Culture of Contentment) and Robert D. Putnam (Social Capital). It address the central paradox that the middle classes are being attracted to anti-status quo populist political movements at one and the same time as favouring statsus quo communitarian politics. It concludes by arguing that the nature of politics and political parties will change fundamentally with the emergence of a new form of factionalised based caucus politics which will be much more localised in nature. It suggests that this will lead to tensions within sub-regional Combined Authorities in the UK.
In The Moment - The Art of Campaigning in Real-TimeTom Himpe
Why should it take 9 months to make an advertisement that only lasts for 30 seconds? The output of the advertising sector is remarkably small. Each year, the average advertising bureau doesn’t even produce enough text and photos to fill a single newspaper or TV program. And this in an age when advertising is only as valuable as the public it reaches, the attention it attracts and the connections it creates.
#inthemoment is a book that introduces you to the secrets of real-time content. Analyzing, planning, creating and spreading content in real-time generates a greater dynamic. You adjust better and you learn as you go.
Check out The Upside on www.ontheupside.net
As part of a group project we were tasked to present on implementations for a grocery store looking to promote their health and wellness offerings through the use of dietitians to market the new service.
We utilised a doing first approach while developing a 3 year strategy. Suggested 2 rules to follow while developing the implementation strategy along with talking through the benefits of Post-modern marketing to successfully reach our target audiences,
iNewtrition Using Marketing and Consumer Insights in Product Innovationinewtrition
Meeting consumer needs when designing and developing your food and/or beverage product is critical to your product's success in the future and brands have a lot of power in their ability to change consumer emotions, so this presentation looks at some of the areas in the product development journey from the perspective of marketing and consumer insights.
Storytelling for Organizational Engagement: Selling Sustainability InternallySustainable Brands
How do you get your internal culture to embrace the right sustainability message that you have worked so hard to craft? What do you do to convince brand managers to incorporate your message as a sustainability manager working at the corporate level? Or, how do you get your higher-ups to not see it as too big a risk, if you are a brand manager or marketing director who wants to incorporate sustainability messaging into your existing messaging? Given you are unlikely to have much money (i.e. media budget) to put your message out there, what do you do to get social and viral play? And how do you sell something "out of the box" or "disruptive" in a conservative culture?
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Social Marketing in practice to create a new health behavior in the household...Nuno Maia
Introducing in the market for the first time, a Micro Nutrient Powder Mozambican brand. The brand creation process involved research in households related with buying behavior, cooking routine and family behavior towards meals and drinks. On the brand creation and communication, research was based on stimulus and understanding of the brand promise vs product benefits.
Submission No. 104
4th European Social Marketing Conference,
5-7 September, City of Antwerp, Belgium.
Making purpose pay: inspiring sustainable living by UnileverAntonio Nunez Lopez
We encourage our brand managers and marketers to take a stance and make a positive difference to society. Purpose defines a brand in people's minds and is best delivered through action. It's only through action that consumers will see purpose as more than marketing.
Principles of Hospitality Management
An detailed overview about Unilever
If you would like to download these slides, send me via: nguyenpuyen91@gmail.com with your purpose of download.
Material in slides 2-14 of this overview adapted from PrinAbramMartino96
Material in slides 2-14 of this overview adapted from Principles
of Marketing. (2015). University of Minnesota Libraries Press.
https://open.lib.umn.edu/principlesmarketing/
Using Marketing Channels & Price to Create
Value for Customers
Where the offering is and how it is priced communicates value to the
customer
6.1 Marketing channels and channel partners
6.2 Typical marketing channels
6.3 Functions performed by channel partners
6.4 Marketing channel strategies
6.5 Channel dynamics
6.6 Demand planning and inventory control
6.7 Warehousing and transportation
6.8 The pricing framework and a firm’s pricing objectives
6.9 Factors that affect pricing decisions
Marketing channels and channel partners
Goal = get a product to the customer when, where and
how the customer wants it.
Requires cooperating channel partners (or intermediaries)
that actively promote and sell the product as it travels
through the channels to the end customer.
Typical marketing channels
• Two major types of channel systems
• Direct channel— from producer
to consumer with no
intermediaries (farmer’s market,
internet if direct from the
manufacturer)
• Indirect channel — Any number
of intermediaries between
producer and consumer
• Many products have multiple
channels
Question: Wouldn’t fewer intermediaries be more
efficient and effective to get products to consumer when,
where and how they want them?
Answer: Some large retailers have been able to own more
of the channels themselves (disintermediation).
But, the channel member functions have to be performed
by some firm, but one firm can perform more than one
channel functions.
Only include channel members that add value for the
customer.
Functions performed by channel partners
• Disseminating marketing communications and promote brands
• Push versus pull strategy
• Sorting and regrouping products
• Storing and managing inventory
• Distributing products
• Assume ownership risk and extend credit
• Share marketing and other information
Marketing channel strategies
Factors affecting the marketing channel strategy
decisions
• Type of customer
• Type of product
• Channel partner capabilities
• Business environment and technology
Channel integration
• Vertical marketing system — formal agreements to cooperate
• Conventional marketing system — no formal relationships, all
independent operators
• Horizontal marketing system — Two companies at same channel level
agree to cooperate (usually for compatible but non competing products)
Channels versus supply chains — supply chains are channels that includes
the firms involved in distributing the raw materials for manufacturing.
Value chain — another term for supply chain BUT acknowledges the value
adding role of the intermediary.
Factors that affect a product’s intensity of distribution
• intensive distribution = want to sell product in as
many outlets as possible
• selective distribution = s ...
Material in slides 2-14 of this overview adapted from PrinAbramMartino96
Material in slides 2-14 of this overview adapted from Principles
of Marketing. (2015). University of Minnesota Libraries Press.
https://open.lib.umn.edu/principlesmarketing/
Using Marketing Channels & Price to Create
Value for Customers
Where the offering is and how it is priced communicates value to the
customer
6.1 Marketing channels and channel partners
6.2 Typical marketing channels
6.3 Functions performed by channel partners
6.4 Marketing channel strategies
6.5 Channel dynamics
6.6 Demand planning and inventory control
6.7 Warehousing and transportation
6.8 The pricing framework and a firm’s pricing objectives
6.9 Factors that affect pricing decisions
Marketing channels and channel partners
Goal = get a product to the customer when, where and
how the customer wants it.
Requires cooperating channel partners (or intermediaries)
that actively promote and sell the product as it travels
through the channels to the end customer.
Typical marketing channels
• Two major types of channel systems
• Direct channel— from producer
to consumer with no
intermediaries (farmer’s market,
internet if direct from the
manufacturer)
• Indirect channel — Any number
of intermediaries between
producer and consumer
• Many products have multiple
channels
Question: Wouldn’t fewer intermediaries be more
efficient and effective to get products to consumer when,
where and how they want them?
Answer: Some large retailers have been able to own more
of the channels themselves (disintermediation).
But, the channel member functions have to be performed
by some firm, but one firm can perform more than one
channel functions.
Only include channel members that add value for the
customer.
Functions performed by channel partners
• Disseminating marketing communications and promote brands
• Push versus pull strategy
• Sorting and regrouping products
• Storing and managing inventory
• Distributing products
• Assume ownership risk and extend credit
• Share marketing and other information
Marketing channel strategies
Factors affecting the marketing channel strategy
decisions
• Type of customer
• Type of product
• Channel partner capabilities
• Business environment and technology
Channel integration
• Vertical marketing system — formal agreements to cooperate
• Conventional marketing system — no formal relationships, all
independent operators
• Horizontal marketing system — Two companies at same channel level
agree to cooperate (usually for compatible but non competing products)
Channels versus supply chains — supply chains are channels that includes
the firms involved in distributing the raw materials for manufacturing.
Value chain — another term for supply chain BUT acknowledges the value
adding role of the intermediary.
Factors that affect a product’s intensity of distribution
• intensive distribution = want to sell product in as
many outlets as possible
• selective distribution = s ...
2.
Food Culture
A permanent shift has occurred in our food
culture. It’s fueling a race to replace traditional
purchase drivers of taste, price and
convenience with new ones.
Now, consumers are responding to and
purchasing products that mirror their
culturally-influenced values and personally-
held beliefs around:
• Health and Wellness
• Transparency
• Ethical behaviors
• Honest labeling
• Supply chain visibility
• Real food ingredients
• Brands built on a higher purpose and a
recognizable, human friendly belief system
Food Marketing
Twenty years ago food and beverage
marketing was a mass media proposition:
focused on tonnage of media spend – applied
in a marketing environment controlled
primarily by brands. Persuasion was the
operating strategy. The Internet disrupted this
entire eco-system:
• Mass media fell from grace as the world of
‘new media’ proliferated
• Consumers, tired of interruption-style
marketing tactics
• Marketers apply traditional advertising
strategies against a content-world that
rejects it
Reaching Today’s Consumer
2
3.
The Emergence of Digital Content Resistance
The promise of digitally enabled direct
engagement has not generated anticipated
results and ROI. Why? Consumers increasingly
block or ignore much of the content that
brands publish.
NOW, consumers are at the wheel. They
control the kinds of content, branded or
otherwise they wish to view and when.
• Messaging built without the filter of
cultural relevance is falling on deaf ears.
• Savvy consumers of digital platforms now
curate the kind of content they find
meaningful and valuable.
Brands are too
preoccupied with
media tools and
platforms rather than
brand meaning and
purpose.
Taking Control
“A Deloitte study last year found
55% of [TV] viewership is now
delayed via DVRs, video-streaming
subscriptions or other options.
And that number rises to 72%
among millennials ages 14 to 25.”
- Adweek, 1/11/16
A
D
3
4.
We Now Operate in the Relationship Economy
Today, credibility, belief and trust
are at the center of relevant
engagement strategies.
In parallel with food culture changes, new
media and new paths to purchase, consumers
access useful content that serves their
interests and reinforces their personal values.
Brand relationships with consumers must now
be:
• Created on foundations of respect
• Built on understanding of the consumers’
interests, passions and concerns
• Crafted to offer more user help and less
product hype (Help over Hype)
• Less transactional and product-centric
Winners and losers will emerge as
this transformation takes root.
LOSERS: Legacy brands slow to respond take
a back seat to new health-anchored, higher
quality, clean ingredient brands
WINNERS: Mission-driven brands lead with
their quality, transparency, and ingredient
story
The common thread for brands that are
winning is their earnestness and efforts to
truly care about improving the lives of their
customers.
4
5.
Innovative brands with a
defined higher purpose and
health story secure shelf
space and consumer share –
1. Fast food chains face competition from higher
quality options, plus pressure to fix nutritionals
and eliminate unhealthy ingredients
2. Supermarkets witness massive shift to perimeter
fresh aisles and prepared food cases, as center store
declines as volume and profit generator
3. Competition for higher quality emerges with:
- Online organic food purveyors
- Meal kit companies
- Restaurant takeout counters
- Chef inspired quick-service chains
- C-store fresh programs
- Global menus from food trucks
- Supermarkets battling restaurants for out-sourced prepared meals
Alignment with health, wellness and higher quality food preferences is
essential to establishing trust and meaning with ever more discriminating,
media savvy and skeptical consumers.
Failure to adapt to this change is a recipe for declining shares,
profit and relevancy.
5
6. New premium brands invade
every relevant category and
establish new ones
• Plum® Organics moves to secure its
growing share of the organic baby
food business
• Annie’s® stretches into a wide variety
of packaged convenience foods in
grocery and freezer aisles with better
ingredients and commitment to the
organic ethos
• Way Better® Snacks pioneers
sprouted grains in the snack and
cracker business
• Bare Bones® Broth gains momentum
in categories catering to both healthy
beverage and culinary
• Plant-based beverages from
WhiteWave ignite sales performance
that far outpaces other players in dairy
and leads to the Danone acquisition
• Big Food looks to capitalize: General
Mills, Campbell’s® and others create
their own equity investment divisions
to acquire innovation, mission, and
ingredient stories they find harder to
tell
• Staple Big Food brands like PAM®
innovate to include Olive Oil and
Coconut Oil varieties
• EPIC® becomes one of the early stars
in General Mills buying spree, while
Unilever gobbles up Seventh
GenerationTM and The Honest
Company® brand household and
personal care companies
• The supermarket industry faces rapid
transformation as middle of the road
banners like Dominick’s® disappear
while higher quality, culinary
adventure inspired retailers such as
Wegmans and Trader Joe’s® rapidly
expand
6
7. The future belongs to brands that…
• Understand the why and how Higher Purpose must inform everything the company
does, and stands for – a purpose that puts the consumer at the center of business and
marketing strategy.
• Meet and exceed consumer demands for higher quality food and beverage
experiences. The definition of quality now includes fresh, real, simple, local foods
ethically and sustainably made with care and craftsmanship.
• Earn trust from transparency.
The Road to New Relevancy
The new marketing toolbox approaches the
brand relationship as a mutually beneficial
proposition based on enabling, supporting
and guiding the consumer’s desire for a
healthier, higher quality lifestyle.
Five keys to creating growth and relationship
in the era of consumer control:
1. A Higher Purpose at the core of sound
business strategy.
2. An overarching commitment to trust
creation and transparency backed by
standards and policies ensuring true
north is followed consistently.
3. Engagement of influencers and experts
who validate promises and commitments
the company makes – providing proof of
the value proposition.
4. Focus on how consumers want the
outside world to see them using
emotional cues and symbols which
ultimately drive all brand decisions:
Heart-over-Head.
5. Commitment to social engagement and
community building as social proof is
powerful evidence of outcome and truth.
7
8.
Here are the the strategic principles that drive growth in the era of consumer control:
Relationship. Trust. Belief. Purpose. Proof. Transparency.
Quality. Reciprocity. Education. Experience. Community.
The outcome is sustainable growth and engagement with consumers who “join” the brand as
members of its community – and become advocates and ambassadors of the brand’s mission and
ethos.
Navigating the Path to Food Marketing Transformation
Turning any ship, no matter the size, is a major
undertaking – even with the beacons of
increased consumer affinity, product relevance
and growth punctuating the need for a more
meaningful connection with consumers and
profitable course.
Some brands may need to start from scratch.
New brands may benefit from guidance by
experienced hands.
Other brands may have viable assets, yet
need support to coalesce and deploy to meet
consumers where they are today.
8
9.
Navigating these waters requires an experienced crew
Sargento® needed to elevate and
differentiate to connect with the growing
quality-seeking, culinary-inspired cheese
consumer. A new platform “mass
artisanal” was developed and new value-
added “Artisanal” product line
developed to meet this growth segment.
Nature’s Variety® premium pet food needed
strategic guidance into the emotional
connection pet parents have with their four-
legged family members, which led to a nutrition
innovation called the Rotation Diet.
Schuman Cheese’s (maker of Cello® Cheese
and Cello® Whisps) primary category was
wrought with product fraud and mislabeling.
Leading with transparency and integrity; and
providing consumers with information to
protect themselves with the assurance of a trust
mark; elevated the conversation and de-
positioned competitors.
The experienced team with Emergent, The
Healthy Living Agency, charted these courses
for these brands – with more powerful, relevant
communications tools.
9
10.
Bold, defining moves require the courage to move confidently.
Emergent’s team is dedicated exclusively to guiding brands through these changing tides.
Diagnostic
• Consumer Insights
• Internal Audit
• SWOT Analysis
• Competitive Review
• Consulting Services
• Food Quality, Integrity & Protection
Strategy
• Trend Analysis
- Food & Beverage
- Health & Wellness
- Culinary
• Brand Sustainability
• Brand Platform
• Strategic Planning
Marketing
• Consumer Personas
• Messaging
• Partnerships
• Brand Integration
• Experiential (Retail)
• Measurement
Communications
• Branded Content
• Video
• Influencers & SMEs
• Earned Media & PR
• Social Media
• Graphic & Web Design
• Staff Engagement
10