This document discusses various marketing environment forces that affect marketing decisions including political, legal, regulatory, societal, economic, competitive, and technological forces. It provides examples of how each force influences customers' preferences and needs as well as marketing managerial decisions. The document also outlines several laws and government agencies in the US that regulate industries and protect consumers through enforced regulations and standards.
Today's foodies want less meat, more veg and sustainable, zero-waste options. Read more about the 20 trends that will dominate higher ed dining in 2020 in this enlightening SlideShare.
Brand Positioning Strategy-McDonald's
Presented by-
Ananya Saini
Contents of the slide are-
1. Bullseye Model of McDonald's
2. Resonance or Pyramid Model
3. Brand Elements
Under Bullseye Model, we have-
1. Target Consumer & their insights
2. Consumer Needs
3. Competitors
4. The complete Bullseye model containing Brand Mantra, Points of Parity, Points of Differences, Substantiatiors, Values/Personalities, and Visual Elements of the Brand
5. Consumer Takeaways
Under Brand Resonance Model, we have-
1. Resonance
2. Judgement
3. Performance
4. Feelings
5. Imagery
6. Salience
Brand Elements are-
1. Memorable
2. Appealing
3. Adaptable
4. Protected (Legally)
Hope you like it.
Thank You!
Crafting the Brand Positioning
Developing & Establishing a Brand Positioning
Points-of-difference
Points-of-parity
Brand Mantras
Communicating Category Membership
Consumer Desirability Criteria for PODs
Deliverability Criteria for PODs
Differentiation Strategies
Positioning and Branding a Small Business
MENU DEFINITION, TYPES OF MENU, TYPES OF MEALS, CLASSIC MENU SEQUENCE, MENU COURSE, TYPES OF MEAL COURSE, INFLUENCES ON THE MENU, MENU ENGINEERING, STEPS IN MENU PLANNING, CONSIDERATIONS IN MENU PLANNING, STANDARDIZED RECIPE
ICN2-Food Value Chain Transformations in Developing Countries: Nutritional Im...FAO
Food Value Chain Transformations in Developing Countries: Nutritional Implications
Miguel I. Gómez and Katie Ricketts
Dyson School of Applied Economics and Management
Cornell University
Joint FAO/WHO Second International Conference on Nutrition (ICN2)
As rupturas em processos e controles de bares, restaurantes e estabelecimentos do setor do food service já levaram, desde o inicio desta atividade, muitos empresários tanto à falência como ao estrelato e riqueza. As mudanças sempre ocorreram devido ao surgimento de novas técnicas, processos e tecnologias que afetaram drasticamente e rapidamente tanto o consumo quanto o desejo dos clientes. A palestra cita as mudanças que ocorreram desde a origem do setor de food service na humanidade. Aborda o momento que nos encontramos e as tendências que podem causar rupturas no setor de alimentação fora do lar. Ilustra a perspectiva do que pode vir a ser o mercado no futuro, considerando funções e cargos que deixarão de existir em razão de novos sistemas de operação que tem grande potencial de causar significativas rupturas do mercado.
Today's foodies want less meat, more veg and sustainable, zero-waste options. Read more about the 20 trends that will dominate higher ed dining in 2020 in this enlightening SlideShare.
Brand Positioning Strategy-McDonald's
Presented by-
Ananya Saini
Contents of the slide are-
1. Bullseye Model of McDonald's
2. Resonance or Pyramid Model
3. Brand Elements
Under Bullseye Model, we have-
1. Target Consumer & their insights
2. Consumer Needs
3. Competitors
4. The complete Bullseye model containing Brand Mantra, Points of Parity, Points of Differences, Substantiatiors, Values/Personalities, and Visual Elements of the Brand
5. Consumer Takeaways
Under Brand Resonance Model, we have-
1. Resonance
2. Judgement
3. Performance
4. Feelings
5. Imagery
6. Salience
Brand Elements are-
1. Memorable
2. Appealing
3. Adaptable
4. Protected (Legally)
Hope you like it.
Thank You!
Crafting the Brand Positioning
Developing & Establishing a Brand Positioning
Points-of-difference
Points-of-parity
Brand Mantras
Communicating Category Membership
Consumer Desirability Criteria for PODs
Deliverability Criteria for PODs
Differentiation Strategies
Positioning and Branding a Small Business
MENU DEFINITION, TYPES OF MENU, TYPES OF MEALS, CLASSIC MENU SEQUENCE, MENU COURSE, TYPES OF MEAL COURSE, INFLUENCES ON THE MENU, MENU ENGINEERING, STEPS IN MENU PLANNING, CONSIDERATIONS IN MENU PLANNING, STANDARDIZED RECIPE
ICN2-Food Value Chain Transformations in Developing Countries: Nutritional Im...FAO
Food Value Chain Transformations in Developing Countries: Nutritional Implications
Miguel I. Gómez and Katie Ricketts
Dyson School of Applied Economics and Management
Cornell University
Joint FAO/WHO Second International Conference on Nutrition (ICN2)
As rupturas em processos e controles de bares, restaurantes e estabelecimentos do setor do food service já levaram, desde o inicio desta atividade, muitos empresários tanto à falência como ao estrelato e riqueza. As mudanças sempre ocorreram devido ao surgimento de novas técnicas, processos e tecnologias que afetaram drasticamente e rapidamente tanto o consumo quanto o desejo dos clientes. A palestra cita as mudanças que ocorreram desde a origem do setor de food service na humanidade. Aborda o momento que nos encontramos e as tendências que podem causar rupturas no setor de alimentação fora do lar. Ilustra a perspectiva do que pode vir a ser o mercado no futuro, considerando funções e cargos que deixarão de existir em razão de novos sistemas de operação que tem grande potencial de causar significativas rupturas do mercado.
Investigation of the food value chain of ready-to-eat chicken and the associa...ILRI
Presented by James Oguttu, Cheryl McCrindle, Kohei Makita and Delia Grace at the 2013 Conference of Researchers and Workers in Animal Diseases (CRWAD), Chicago, Illinois, 8-10 December 2013.
Dr Jason Clay, Senior Vice President Food and Markets, WWF-US visited New Zealand in September 2016 with support from the AgriBusiness Group/NZ Sustainability Dashboard and WWF-NZ.
The Sustainable Business Council hosted Jason at events for BusinessNZ members and guests in Wellington and Auckland. He made a powerful and sobering case for why we need to get it right with food if we're going to protect our biodiversity; how businesses need to lead from the front; and how Government policy will support food reliability and the value chain in the countries they govern.
Duke CGGC researchers Ghada Ahmed and Danny Hamrick gave the presentation at the International Policy Studies Organization (IPSO) conference on Middle East Dialogue on February 26, 2015. Following the presentation is a link to a YouTube video of the presentation.
The Role of Food and Gastronomy in Online Travel Reviews about Agritourism Ex...lorenzo cantoni
Presentation at the 3rd International Conference UNITWIN
UNESCO Chair “Culture, Tourism, Development”
"Tourism and Gastronomy Heritage: Foodscapes, Gastroregions and Gastronomy Tourism", Barcelona, Catalonia, Spain. June 18th 2014
By Elena Marchiori, Fabienne Boegli, Asta Adukaite, and Lorenzo Cantoni, webatelier.net of Faculty of Communication Sciences at the Università della Svizzera italiana (USI Lugano, Switzerland).
Create the Executive Summary portion of the Marketing Communications.docxstarkeykellye
Create the Executive Summary portion of the Marketing Communications Plan using the business and information presented in the Case Study along with all of the previous submissions. Meet the following requirements:
In 300 words, create the Executive Summary for the plan.
Ensure that all changes and updates have been made to the previous sections of the plan.
Please adhere to the Publication Manual of the American Psychological Association, (6th ed., 2nd printing) when writing and submitting assignments and papers.
Text needed:
Ethical Considerations in Marketing Communications
Marketing communications professionals often enough to make decisions based on ethical standards.
The American Marketing Association describes
ethics
as relating to "moral action, con-duct (sic), motive, and character. It also means professionally right or befitting, conforming to professional standards of conduct" ("Definition of ethics," 2013, para. 268). The American
Advertising Federation has a subdivision called the
Institute for Advertising Ethics
whose "fundamental purpose is to Inspire Advertising, Public Relations and Marketing Communications Professionals to Practice the Highest Personal Ethics in the Creation and Dissemination of Commercial Information to Consumers" (AAF, 2013, para. 2).
Some of the main decisions marketing indications professionals will have to make in the course of creating the marketing communications plan include targeting, advertising, promotions, and packaging.
Ethics of Targeting
As we learned in unit two, businesses need to target their audiences so that the right consumers receive the right message.
Determining the
target
market
is important to a business to ensure that your marketing and advertising dollars are spent correctly.
Budgets are not limitless so companies need to stretch their advertising dollars.
They do this by targeting groups of people is most likely to purchase the product.
However, is focusing on one group ethical, especially if that group consists of people more vulnerable to advertising messages such as children and teenagers.
Toys and games are the obvious advertisements directed at children, however advertisers have come under fire for pitching junk food to children.
The FTC reports that even back in 2006, fast food and beverage makers spent $2.3 billion marketing to children.
The federal government has proposed specific
guidelines
that while voluntary, would encourage the food industry to carefully consider its advertisements to children.
Food and beverage manufacturers would have to create healthier recipes or forgo advertising to children. (Neuman, 2011).
More recently, Nickelodeon has been criticized for using its characters and brand to market junk food to children.
Urged by various health groups, the company has taken steps to limit the licensing of its characters to foods that are considered healthier. ("Center for Science," 2012).
Ethics of Advertising
In general, the
ethics of advertisin.
This presentation is an effort to discover the role and importance of environmental factors and forces in routine marketing activities internally and externally at micro and macro level.
Iron and folate deficiency in women of childKern Rocke
An assignment for the course Community Nutrition.
Project entitled "Iron and Folate Deficiency in Women of Child Bearing Age in the Eastern Region of Trinidad
Food product development group assignment presentation #3Kern Rocke
Course: Food Product Development
Group Assignment looking at the consumer acceptability of fast food outlets in and around the University of the West Indies, St.Augustine Campus
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
5. It is an organizational function and a set of processes
for creating, communicating and delivering value to
customers.
It is managing customer relationships in ways that
benefit the organization and its stockholders.
A product is a good, service or idea
7. The Marketing Environment surrounds the buyer and
the marketing mix.
Organizations have control over the 4Ps of the
marketing mix but they are unable to control any of the
Environmental forces.
These Environmental Forces are:
1. Political
2. Legal
8. 4. Regulatory
5. Societal
6. Economic
7. Competitive
8. Technological
These forces affect the manager’s ability to expedite
change in the market because they are outside factors
that they must take into consideration when
developing a marketing plan.
9. o Influences how a marketing manager should perform
certain tasks
o Influences customers’ preferences and needs for
products
o Managerial decisions become affected by
environmental forces which influence customers’
reactions to the organization’s marketing mix
12. This has a major influence on competition, which
is affected by the number of industries controlling
the supply of a product, relative to the supply.
Demand is determined by buyers’ purchasing
power and willingness to buy.
Scenario
◦ In cases such as the Great Recession in the
USA, American consumers were driven to
adopt a back to basic frugality in their
lifestyle and spending pattern; in –turn
marketers had to make decisions to satisfy a
more cautious spender with lower priced
goods & services.
13. Mc Donald's during the recession made decisions
that actually won them the recession…they
called it “Recession-Friendly Pricing”
14. Marketers need to pay attention to income
distribution & income levels.
Some establishments use this information to
market their goods and services toward their
target groups.
◦ Income, cost of living, interest rates and
savings and borrowing patterns have a large
impact on companies forecasting.
15. The competitive environment consists of all the organizations
that attempt to serve similar customers.
Two types of competitors are of major concern: brand
competitors and product competitors.
Brand competitors provide the most direct competition,
offering the same types of products as competing firms.
Product competitors offer different types of products to
satisfy the same general need. Domino’s Pizza, McDonald’s,
and Kentucky Fried Chicken are product competitors.
16. Marketers must identify their relevant brand and
product competitors in order to identify market
opportunities and develop marketing strategies.
Marketers need to identify when some product
competitors become brand competitors by expanding
their product offerings.
Keeping track of the number, types, and actions of
competitors is becoming increasingly important, but
much more complex and difficult.
17. Marketers will have to pay more attention competitor
pricing, new-product development, and changes in
corporate strategy.
Legal forces have a great part to play in preserving
competition and it is important for marketers to
interpret these laws when analyzing their marketing
mix.
18. Influence the country’s economic & political stability
and decision making.
Itaffects domestic matters, negotiations of trade
agreements.
Political
trends or rather -the government of the day
can have a tremendous impact on the hospitality and
healthcare industries.
19.
20. Food Safety - they are responsible for placing
proper measures in place for preventing and
managing outbreaks of food-bourn illnesses.
Financing – dependent on the government to supply
the funding necessary to meet healthcare services
(feeding of patients/ inmates).
Human resources – ensuring that trained
professionals are filling the positions where required.
21. Restaurants will be affected mostly by tax
related issues, labour laws and regulations
related to food preparation.
Food prices is always dependent state of the
economy and political influence. Rise in taxes
affect have an impact on pricing food.
Labour laws such as minimum wage must be
taken into consideration when hiring staff. This
in turn affects a decision for number of
employees in an establishment.
22. There are numerous laws designed to protect the
consumers and preserve competition.
Interpretation of these laws by marketers has a great
impact on marketing mix components.
Business executives must watch these developments
when planning their products and marketing programs.
24. B. Protecting consumers
and society
Food, Drug, and Cosmetics Act (1938) Regulates food, drug &
cosmetic industries
Fair Packaging and Labeling Act (1966) Regulates packaging &
labeling
Child Protection and Toy Safety Act (1969) Prevents marketing of
dangerous products to children
Child Protection Act (1990) Regulates advertising on children’s
television programs
Nutrition Labeling and Education Act (1990) Requires that food
product labels provide detailed nutritional information.
25. Laws typically affect marketing activities by
indicating what can or cannot be done.
Until recently, Germany had a law that forced most
retail stores to close at 6:30 PM on weekdays and 2
PM on Saturdays, and it did not allow commercial
baking on Sunday.
26. Regulatory forces are enforced regulations that can
affect marketing decisions.
Industries are encouraged to develop guidelines to
stop questionable practices.
Those agencies responsible are: (based in the USA)
oUS Department of Health and Human Services
oUS Department of Agriculture
oUS Department of Commerce
31. US Department of Health and Human Services.
How is marketing affected by this force? (pg 127)
The USDHHS Act, of enforced regulations are there to ensure
that all foods that are to be put on the market( local &
international), fit the criteria of being pure & wholesome,
safe to consume and have been produced under sanitary
conditions.
The Act provides 3 mandatory standards:
1. Standards of identity
2. Standards of quality
3. Standards of fill of container
32. How does the USDA affect marketing? (Chapter 5)
The USDA facilitates strategic marketing of agricultural
product in domestic and international markets by
grading, inspecting and certifying the quality of these
products in accordance with official USDA standards or
contact specifications.
There are established grade standards for several
varieties of foods which industries are to meet
accordingly when attempting to market products.
33. USDA’s Food Safety and Inspection Service(FSIS) is
responsible for assuring that US standards are met for
imported meat and poultry.
The FDA has jurisdiction over ALL foods not covered by
federal meat and poultry inspection laws.
34. Upon our shores, the Chemistry, Food and Drugs
Division of Trinidad and Tobago (CFDD).
There mission involves:
Safe quality and standards of foods, Safety
involving pesticides & technologies and laboratory
services in the areas of food and drug.
Anypersons and such wishing to import,
manufacture and sell food products must have
them inspected by the CFDD.
35.
36. This forces rings a bell off, causing marketers to be
responsible for decisions. It is somewhat linked to the
regulatory and legal forces as it is an aspect that deals
with looking out for the consumers and population.
It includes environmental pollution and the use of
pesticides on crops as well as food labelling.
The type of goods and services demanded by
consumers is a function of their social conditioning and
their consequent attitudes and beliefs. Therfore
marketers has to take social factors into consideration
before making a decision.
37. It includes the behaviour of the demographic environment
such as the population size, growth.
Global trends
Cultural diversity – In the US, it’s a mosaic of unique people
with a variety of cultures. Successful marketers understand
the delicate balance between important cultural differences
and similarities that unite different cultures.
Emphasis on Health and Fitness
38. Desire for convenience foods – People want fast food.
Consumerism - This movement is one reason marketers need
to adopt an ethics perspective. Giving consumers products
that comply with expectations, charging fair prices, being
honest, and practicing social responsibility are the best ways
to respond to consumerism.
Cause related marketing – buy the
Yoplait with the pink ribbon and
support breast breast cancer….
39. In the US, the Federal Trade Commission(FTC) is a nation
protection agency who work for the consumers. They
enforce the regulations that work to protect the
consumer.
One of the most talked about food topics these day is
how food is being marketed to children.
The FTC, FDA,CDCP and the USDA have released a
jointly prepared set of principles that will be reviewed,
commented on, and implemented in 2016. The
principles want to stop advertising unhealthy foods to
children in an effort to fight the childhood obesity crisis.
40. Marketers are expected to include foods made of at
least one of the following components: fruits,
vegetables, whole grains, fat-free of low-fat milk, fish,
extra lean meat or poultry, eggs, nuts and seeds, and
beans.
They cannot advertise foods with more than 1 g of
saturated fat, 0 g trans fats, 13 g added sugars, or 210
mg of sodium.
They age of children will now be move up from 12 to
17 to include teenagers in healthier choices.
This proposed guideline has marketers peeved.
41. The FDA is now supporting a the front-of-packaging labeling
scheme introduced by the Grocery Manufacturers
Association (GMA) and the Food Marketing Institute (FMI).
McDonald’s, Wendy’s, KFC, Subway are some of the fast food
chain restaurants that have gone the way of marketing
reduced calorie labeling for more health conscience trend
customer.
42.
43. Genetically Modifies foods
Packaging – Bispherol A (BPA) free containers,
microwavable containers –marketers are striving to
market food free of this chemical
Infant formula – Marketers have introduced a wide
range of formulas to meet almost nutritional need.
DHA, RHA, Gentle-ease…
Service and Transport – convenience counts. Telephone
meal order, on-line meal orders, mobile meal orders via
smart phones, TV orders of frozen meal items being
shipped to homes etc.
44. Food Preservation techniques –
The challenge is not only technical but also
commercial–to make practical, affordable versions of
products.
Increased regulation. Marketers should be aware of
the regulations concerning product safety, and other
areas that affect technological changes. They must
also be alert to any possible negative aspects of an
innovation that might harm users or arouse
opposition.
45. This is the process of dividing a total market into groups of
people with similar needs, wants, values and buying
behaviour. (Harrell 2002)
What is a need?
This a basic commodities that is essential for the consumer. This
need influences the wants.
46.
47.
48. For more sales to be made
To gain knowledge about the customer
Product vary to satisfy consumer needs
Prevent promoting products to the wrong people
Target specific groups
Market a wider range of differentiated products
Customer feed backs are easily achieved
49. ADVANTAGES DISADVANTAGES
Understand the different needs of Increase marketing cost
the customer
Grouping consumers by specific Increased costs to develop variations products
criteria facilitates identification of
NEW properties of products
Helps in understanding consumer Higher advertising and other cost
Identifies competition and New costs incurred for researching
opportunities segmentation.
More efficient use is made of
marketing resources - less waste
50.
51. Values and Life-Styles Research Program
Understanding customers is critical to marketing. VAL strengthens
demographic characterizations by explaining the deeper psychological
drivers of consumer behavior.
Defining segments based on a prediction of consumer behavior based on
resources and primary motivation
VALS Value and Life Style Motivation: This is a research program based on
consumer behavior on resources and primary motivation. It groups
people according to their lifestyle
52. VALS three compartment model: motivation viewed from low to high
innovation
Ideas: consumer choices based on knowledge and principles.
Achievement: consumer choices made, are based on perceptions of
success noticeable by peers.
Self - expression: consumer makes choices based on social or physical
activity, variety or risk
53. Behavioral variables
Focus on consumer behavior toward the use of a product; (occasions,
benefits, user status and rate, loyalty status, readiness stage and attitude
towards product).
Customer relation management:
A computerize data base to store and track purchases and information
about customers.
54.
55.
56. It is the discovery of a smaller segment of the market and
creating a product or service for the market
It is easier to gain success in this market due to lack of
competitive competition.
Generally a niche is a very targeted and focused market
Example: The Internet
57. Meet the consumer UNIQUE needs
Say the RIGHT thing
Always TEST the market.
58. The benefits which you have on entering the market has to
have a special appeal on offer.
Identify the unique needs of the potential audience.
Find ways to tailor the product or service to meet them.
59. Ensure when approaching a new market niche that you
understand the market’s hot buttons.
Be prepared to communicate with the target group as an
understanding member not an outsider.
Example:
To increase sales from the new niche the Food Service Manager
would need to change the way he communicates with niche.
This can be done by revising the marketing message .
60. Assess the direct competitors you will find in the new market
niche.
Determine how you will compare to the competitors in the
market.
Conduct a competitive analysis by reviewing the competitors
advertisements, brochures or websites to look for their key
selling points.
Observe pricing, delivery and other service characteristics.
61.
62. Relatively new marketing trend created by the diversity of the
consumer population and the difficulty in creating a single
product that appeals to all the diverse groups in the
population.
Refers to the activities performed by the individual providers
of goods and services within a macro-marketing system.
Organization and Food Service businesses use various
marketing techniques to accomplish objectives related to
profits, market share, cash flow and other economic factors
which enhance their well being and position in the market
place.
63. Managers must carefully design their marketing plans to
ensure that they complement related production, distribution
and financial constraints.
Food Service Marketing Managers function is to identify a
specific market or group of customers.
The manager then delivers products and promotions that
ultimately maximize the profit potential of that targeted
market.
64. This is the micro-marketing function within an entity.
Managers strive to get their organizations to anticipate and
accurately determine the needs and wants of customer
groups.
They respond effectively with a flow of need-satisfying goods
and services.
65. The four major micro-marketing factors in the marketing mix
which can be readily adjusted by the organization are:
Product
Price
Placement
Promotion
66. Food Services who offer a unique product can leverage brand
loyalty, specialized distribution channels or technological advantage
and can therefore go ahead of their competitors in the market.
Food Service companies dealing with low commodity products tend
to focus on price, pursuing efficiency and cost controls to outbid the
competition.
Note: If food service is offering the right product at the right price,
a high amount of sales wont occur if the potential buyers or target
group is unaware of the product or does not have access to it.
Hence the importance of promotion and placement of the product
or service.
67. Market decisions has to be made to ensure the right product
or service has to be selected for the target group.
This is achieved by doing market research and data analysis
to determine how well the product meets the wants and
needs of the target group.
Example a new product will have higher promotional costs
than an improved version of an existing successful product
will be likely make use of its predecessor's image
68. This is distributing the product to the target market using
appropriate channels at the right time and in the proper
quantities.
Some distribution channels for food services are: retail,
wholesale, catalog and others.
Managers devise means of transporting the goods to the
selected sales channels
69. This relates to sales, advertising, public relations and other
activates that communicate information intended to influence
consumer behaviour.
IT is necessary to influence the behaviour of retailers and
others who resell or distribute the product.
The major types of promotion are :
Personal Selling
Mass Selling
Sales Promotion
70. Personal Selling
This refers to face-to-face usually provides immediate feedback for the
company about the product and instils greater confidence in customers.
Mass Selling
This involves advertising on traditional mass media, such as
television, radio, direct mail, and newspapers, and is beneficial
because of its broad scope.
It entails the use of unpaid media exposure, known as publicity, such
as feature articles about a company or product in a magazine or
related interviews on television talk shows.
71. Sales Promotion
This includes free samples, coupons, contests, and other
miscellaneous marketing tactics.
These approaches are used to stimulate interest in products,
encourage first-time trials, or help build brand loyalty, among
other objectives.
72. This entails using discounts and long-term pricing goals, as well as
considering competitive, demographic, and geographic influences.
From the buyer's perspective, the price must be within certain
boundaries and must be commensurate with the perceived value of
the item.
For the producer, the price of a product or service generally must
at least meet some minimum level that will cover a company's cost
of producing and delivering its offering.
However, even if a company were to price its items exactly at the
break-even point on a unit basis, there is no guarantee there will be
sufficient demand at that price.
73. Pricing is an implicit negotiation between supplier and
customer, with competition as an intervening factor that
shapes the nature of this negotiation.
In a few cases pricing decisions may be largely out of a firm's
control, such as when government controls are in effect or
when items (usually raw materials and agricultural
commodities) are sold through a competitive bidding system.
74. The three most common competitive strategies according to Michael
Porter’s book Competitive Strategy are:
Lower-Cost Supplier
Differentiation/Uniqueness
Niche Development
Porter believed that the strategy a company chooses is shaped in large
part by its current position within its industry and by the industry's
current stage of development.
75. Food Services which manufactures a commodity product
which adopt a low-cost supplier strategy are usually
characterized by a vigorous pursuit of efficiency and cost
controls.
These Food Services compete by offering a better value than
their competitors, accumulating market share, focusing on
high-volume and fast inventory turnover.
76. Food Services adhere to a differentiation strategy achieve market
success by offering a unique product or service.
They often rely on brand loyalty, specialized distribution channels
or service offerings, or patent protection to insulate them from
competitors.
Due their uniqueness, they are able to achieve higher than average
profit margins, making them less reliant on high sales volume and
extreme efficiency.
77. Food Services which pursue a niche market strategy succeed by
focusing all of their efforts on a very narrow segment of an overall
target market.
They strive to prosper by dominating their selected niche.
They are able to overcome competition by aggressively protecting
market share and by orienting every action and decision toward the
service of its select group.
Editor's Notes
(GDP) represents the total size of a country’s economy measured in the amount of goods and services produced.
Food safety is an important issue not only for the health of the general population, but also in light of the tourism base of the economy in Tobago. Over the last five years there have been one to five food borne illness outbreaks investigated per year, mainly in institutions such as restaurants, hotels, hospitals, and commercial caterers, where training in Hazard Analysis Critical Control Points (HACCP) is usually conducted.
The USDA has established grade standards for several categories of food: fresh fruits, vegetables, specialty crops, processed fruits and vegetables, milk and other dairy products, livestock and meat, poultry, eggs, cotton and tobacco The Food Safety and Inspection Service(FSIS) inspects all egg products, with the exception of those products exempted under the Act, that are used by foodservice, food manufacturers, institutions and retail markets. The FDA is responsible for the inspection of egg substitutes, imitation eggs, and similar products that are exempt from continuous inspection under the Egg Products Inspection Act
usually characterized by a vigorous pursuit of efficiency and cost controls. Competitors in mature industries, for example, are more likely to find market advantages through niche strategies because the broad markets are already tapped out