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Marketing Mix
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The Four Ps of Marketing
Product
Differentiation from
competitors
Me too products tend to be
unsuccessful Pricing
Price positioning of the brand
Low
Value
High (prestige)
Consistency of pricing
Distribution
Options available
Intensive vs. selective
distribution
Promotion Advertising for brand building
Some other options:
Samples
Price promotion
Coupons
Trade promotion
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Product Strategies
Anything offered to a market for attention, acquisition, use orconsumption that might satisfy a need or want.
The goal of marketing management in food processing is totransform undifferentiated low profit commodity into adifferentiated, branded, high value-added, profitable foodproduct.
Incorporate all relevant aspects of the product bundle ofattributes, such as- Branding, Convenience, Packaging,
Nutrition etc.
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Product Strategies
Incorporate all relevant aspectsof the product bundle ofattributes.
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Product Strategies
Incorporate all relevant aspectsof the product bundle ofattributes
Convenience
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Product Strategies
Incorporate all relevant aspectsof the product bundle ofattributes
Packaging
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Product Strategies
Incorporate all relevant aspectsof the product bundle ofattributes
Nutrition
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convenience
Built-in-maid service
Ready-to-serve
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convenience
Built-in-maid service
Boil-in-bag food
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convenience
Built-in-maid service
Instant coffee
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convenience
Built-in-maid service
Minute desserts
Brown-and-serve rolls
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packaging
Dehydrating
Drying is a method of food
preservation that works byremoving water from the
food, which inhibits the
growth of bacteria and has
been practiced worldwide
since ancient times to
preserve food.
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packaging
Irradiating
Irradiation is the process of
treating food with a specific
dosage of ionizing
radiation. This treatment
slows or halts spoilage by
retarding enzymic action or
destroying microorganismsand it can also inactivate
foodborne pathogenic
organisms (reducing the risk
of food borne illness).
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packaging
Freeze-drying
The shelf life of both food
and non food items can beincreased considerably by
freeze drying, where the
product is chilled rapidly and
water drawn up as vapor at
relatively high Vacuum.
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packaging
Aseptic processingThe system allows for a widerange of commercial products to
be produced without anypreservatives and to havenaturally extended shelf life,facilitating a very effective meansto export nationally and
internationally valued-addedproducts.
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branding
Identifies the seller
and differentiates the
product from thosecompetitorsoffering
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Branding Challenges
Branding Decisions Brand
NO Brand
Key Decisions
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Branding Challenges
Brand Sponsorship Manufacturer brands
Private (store) brands
Licensed brands
Co-branding
Key Decisions
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Branding Challenges
Brand Name Decision Individual brands
Blanket or Family brands
Separate family brands
Company-individual brands
Key Decisions
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Branding Challenges
Brand Development Line Extension
Brand Extension
Multi-brands
New Brand
Key Decisions
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Line Extension
Multibrands
Brand Extension
New BrandsBrandName
Existing New
Product Category
Existing
New
Four Brand Strategies
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Branding Challenges
Brand Repositioning
Decisions
Repositioning
NO Repositioning
Key Decisions
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Innovation
Discovery and application of new idea
Market research
Food scientists
Advertising agents
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Innovation
New market methods
New products or service
New business organization
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Product lifecycle
The product lifecycle looks at the sales of a
product over time
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Price
In the narrowest sense, price is the amount of
money charged for a product or service
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Pricing Strategies
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Distribution
In Food Marketing, Distribution can be through-
Selling through conventional food stores
Selling food in nonfood stores (Diet Coke in medical store)
Selling to the food service market
Selling in vending machines
Mail or catalog selling (Shopno)
Home delivery (Dominos Pizza, Fakhruddin)
Selling foods door to door.
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Channels of distribution
Manufacturers
Wholesaler
Retailer
Consumer
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Conventional vs. Vertical Marketing Channels
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Consumer goods and services - Three basic
strategies of retail coverage:
Intensive Distribution
Exclusive Distribution
Selective Distribution
Which Alternative Is Best?
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Comparison of Intensive, Exclusive, and Selective Retail Coverage
Strategies
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Promotional Strategies
The goal of the promotion
The theme or appeal
Remind
Inform
Persuade
Price
Quality
Key Decisions
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Promotional Strategies
The type of promotion Personal Selling
Advertising
Sales promotion
Public Relation
Direct Marketing
Key Decisions
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Promotional Strategies
Which media will carry
promotion?
Broadcast
Direct mail
Point of purchase
Key Decisions
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Promotional Strategies
Who the promotion will
be targeted to?
User
Buyer
Influencer
Key Decisions
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Push vs Pull strategies
Push strategy:personal selling emphasis
Industrial products; complex new products
Short distribution channels
Few print or electronic media
Pull strategy:mass media advertising emphasis
Consumer goods
Long distribution channels
Marketing message may be carried via print / electronic media